are you paying attention??
DESCRIPTION
It is an analysis of 6 different stores.TRANSCRIPT
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Are you paying attention?
By Diana Sofia González Danis
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GUESS
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Before you enter the store: • Does the store draw you in?
Absolutely.
• If so, how? Because of the brightness, the colours and the way of hanging the clothes.
• Is the door open or closed? Open.
• How does this make you feel?
You actually feel that they are inviting you to get inside the store. • How big is the sign lettering and in what font?
Very big with a sober and simpler font in silver. • What does it tell you about the store?
That no matter the simplicity, you will find something unique.
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Environment: • What is the colour scheme of the store?
Earth colors (brown shades).
• How does this affect you? You feel cosy and warm, confortable with the choice of colours. • What type of floor does the store have?
Wooden floor and carpet.
• How does this effect the environment? Again, you feel comfortable with it. • How high is the ceiling?
Not too high.
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• How does this feel? Habitual. • How brightly lit is the store?
The store is full of light, one of its main characteristics is its brightness.
• How does this affect you? You feel with a higher confidence, it gives you some sort of importance.
• How loud is the environment? It is not really loud, in the contrary the environment is just appropriate.
• Is there music playing? Yes.
• If so, does it fit the environment? Definitively.
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• Is the store warm or cold? Warm.
• Is the store crowed with merchandise or is it sparse?
Sparse. • Does the store have a distinctive smell?
Yes, leather. • Where is the cash register located?
At the bottom of the store. • How visible is the store security?
It is not visible, but there are a few cameras. • How long do you want to stay in this store?
All the time that you like. • Does the environment influence the perceived value of the merchandise?
No.
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Personnel: • How long does it take before a sales person initiates contact? One minute approximately. • Does the salesperson have a script to follow with each customer? Yes. • Does the salesperson treat different customers differently?
No.
• What is the ratio of salespeople to customers? Is very cordial and attentive.
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• What age and gender are the employees? Around 20 to 30.
• Are the salespeople using the store products?
No. • Do the salespeople have a uniform?
Yes. • Do the salespeople match the stores image?
Sometimes.
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Products: • What is the first product that you notice?
Jeans.
• Is there a central display table with featured products? Yes.
• Where are items that are “for sale” located in the store?
All over the store. • How are the products arranged? By function? By price? By color?
By colour. • Are there free samples or demonstrations?
No, just the mannequins.
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• What products are at eye level?
Blouses, sweaters, jeans and skirts.
• What items in the store are in the least accessible locations? Bags and accessories.
• Where are the most and least expensive products located?
At the front of the store. • Are the prices of the products easy to find?
Yes. • Are there impulse items near the cash register?
Yes, accessories and sunglasses.
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Customers: • Are most customers alone or with someone else?
Alone. • What is the average age and gender of the customers?
Between 20 and 35 and both female and male. • When a customer enters the store, do they tend to walk in the same path
or direction? No.
• How long do customers stay in the store, on average? Two or three hours.
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• Do customer touch the products? Yes.
• Is this encouraged?
Yes. • Do most customers appear to be on a mission or are they browsing?
No. • What percent of customers purchase products in the store?
70%.
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MARSEL
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Before you enter the store: • Does the store draw you in?
Not really. • Is the door open or closed?
Open. • How does this make you feel?
You feel that they are inviting you to get inside the store. • How big is the sign lettering and in what font?
Just big with a sober and simpler font in black. • What does it tell you about the store?
That there are just sober and simple clothes in there.
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Environment: • What is the colour scheme of the store?
White and grey colors.
• How does this affect you? You feel sober. • What type of floor does the store have?
Ceramic floor tiles.
• How does this effect the environment? It does not create any effect on you at all. • How high is the ceiling?
Too high.
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• How does this feel? Habitual. • How brightly lit is the store?
The store is full of light, one of its main characteristics is its brightness.
• How does this affect you? You feel attracted because of so many light.
• How loud is the environment? It is not really loud, in the contrary the environment is just appropriate.
• Is there music playing? Yes.
• If so, does it fit the environment? Definitively.
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• Is the store warm or cold? Cold.
• Is the store crowed with merchandise or is it sparse?
Sparse. • Does the store have a distinctive smell?
Yes, new clothes. • Where is the cash register located?
At the bottom of the store. • How visible is the store security?
It is not visible. • How long do you want to stay in this store?
Few hours. • Does the environment influence the perceived value of the merchandise?
No.
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Personnel: • How long does it take before a sales person initiates contact? Five minutes approximately. • Does the salesperson have a script to follow with each customer? Yes. • Does the salesperson treat different customers differently?
No.
• What is the ratio of salespeople to customers? Is very cordial and attentive.
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• What age and gender are the employees? Around 30 to 40.
• Are the salespeople using the store products?
No. • Do the salespeople have a uniform?
Yes. • Do the salespeople match the stores image?
Sometimes.
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Products: • What is the first product that you notice?
Suits for women.
• Is there a central display table with featured products? No.
• Where are items that are “for sale” located in the store?
All over the store. • How are the products arranged? By function? By price? By color?
By colour. • Are there free samples or demonstrations?
No, just the mannequins.
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• What products are at eye level?
Blouses, sweaters and skirts.
• What items in the store are in the least accessible locations? Bags.
• Where are the most and least expensive products located?
In a corner. • Are the prices of the products easy to find?
Yes. • Are there impulse items near the cash register?
No.
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Customers: • Are most customers alone or with someone else?
Alone. • What is the average age and gender of the customers?
Between 30 and 50 and just female. • When a customer enters the store, do they tend to walk in the same path
or direction? Yes.
• How long do customers stay in the store, on average? Two hours.
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• Do customer touch the products? Yes.
• Is this encouraged?
Yes. • Do most customers appear to be on a mission or are they browsing?
No. • What percent of customers purchase products in the store?
50%.
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BARI
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Before you enter the store: • Does the store draw you in?
For sure.
• If so, how? Because of the brightness, the colours and the garments in the mannequins.
• Is the door open or closed? Open.
• How does this make you feel?
You actually feel that they are inviting you to get inside the store. • How big is the sign lettering and in what font?
Is enormous with a extravagant font in silver. • What does it tell you about the store?
That you will find something amazing for you .
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Environment: • What is the colour scheme of the store?
Just white colours.
• How does this affect you? You feel a warm environment, just as the beach. • What type of floor does the store have?
White ceramic floor tiles and carpet.
• How does this effect the environment? Creates the sensation of being under the sunlight of the beach. • How high is the ceiling?
Not too high.
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• How does this feel? Habitual. • How brightly lit is the store?
The store is full of light, one of its main characteristics is its brightness.
• How does this affect you? You feel with a higher confidence, it gives you some sort of importance.
• How loud is the environment? It is not really loud, in the contrary the environment is just appropriate.
• Is there music playing? Yes.
• If so, does it fit the environment? Definitively.
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• Is the store warm or cold? Warm.
• Is the store crowed with merchandise or is it sparse?
Sparse. • Does the store have a distinctive smell?
Yes, like tanning lotion (coconut). • Where is the cash register located?
At the bottom of the store. • How visible is the store security?
It is not visible, but there are a few cameras. • How long do you want to stay in this store?
All the time that you like. • Does the environment influence the perceived value of the merchandise?
No.
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Personnel: • How long does it take before a sales person initiates contact? One minute approximately. • Does the salesperson have a script to follow with each customer? Yes. • Does the salesperson treat different customers differently?
No.
• What is the ratio of salespeople to customers? Is very cordial and attentive.
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• What age and gender are the employees? Around 20 to 30.
• Are the salespeople using the store products?
No. • Do the salespeople have a uniform?
Yes. • Do the salespeople match the stores image?
Sometimes.
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Products: • What is the first product that you notice?
Bikinis.
• Is there a central display table with featured products? Yes.
• Where are items that are “for sale” located in the store?
All over the store. • How are the products arranged? By function? By price? By color?
By price. • Are there free samples or demonstrations?
No, just the mannequins.
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• What products are at eye level?
Swimsuits and bikinis.
• What items in the store are in the least accessible locations? Beach hats and sunglasses.
• Where are the most and least expensive products located?
In the middle of the store. • Are the prices of the products easy to find?
Yes. • Are there impulse items near the cash register?
Yes, accessories, beach hats and sunglasses.
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Customers: • Are most customers alone or with someone else?
Alone. • What is the average age and gender of the customers?
Between 20 and 30 and just female. • When a customer enters the store, do they tend to walk in the same path
or direction? No.
• How long do customers stay in the store, on average? Two hours.
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• Do customer touch the products? Yes.
• Is this encouraged?
Yes. • Do most customers appear to be on a mission or are they browsing?
No. • What percent of customers purchase products in the store?
45%.
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SCAPPINO
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Before you enter the store: • Does the store draw you in?
No. • Is the door open or closed?
Open. • How does this make you feel?
You feel that they are inviting you to get inside the store. • How big is the sign lettering and in what font?
Big with an elegant white font and bright letters in italics. • What does it tell you about the store?
That is extremely elegant.
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Environment: • What is the colour scheme of the store?
Earth colors (brown shades).
• How does this affect you? You feel cosy, warm and sober with the choice of colors. • What type of floor does the store have?
Wooden floor with white ceramic tiles.
• How does this effect the environment? You feel the luxury in there. • How high is the ceiling?
Not too high.
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• How does this feel? Habitual. • How brightly lit is the store?
The store is full of light, one of its main characteristics is its brightness.
• How does this affect you? You feel with a higher confidence, it gives you some sort of importance.
• How loud is the environment? It is not really loud, in the contrary the environment is just appropriate.
• Is there music playing? Yes.
• If so, does it fit the environment? Definitively.
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• Is the store warm or cold? Warm.
• Is the store crowed with merchandise or is it sparse?
Sparse. • Does the store have a distinctive smell?
Yes, leather. • Where is the cash register located?
At the bottom of the store. • How visible is the store security?
It is not visible. • How long do you want to stay in this store? Few minutes. • Does the environment influence the perceived value of the merchandise?
No.
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Personnel: • How long does it take before a sales person initiates contact? One minute approximately. • Does the salesperson have a script to follow with each customer? Yes. • Does the salesperson treat different customers differently?
No.
• What is the ratio of salespeople to customers? Is very cordial and attentive.
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• What age and gender are the employees? Around 20 to 30.
• Are the salespeople using the store products?
No. • Do the salespeople have a uniform?
Yes. • Do the salespeople match the stores image?
Sometimes.
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Products: • What is the first product that you notice?
Men suits.
• Is there a central display table with featured products? No • Where are items that are “for sale” located in the store?
All over the store. • How are the products arranged? By function? By price? By color?
By colour. • Are there free samples or demonstrations?
No, just the mannequins.
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• What products are at eye level?
Suits.
• What items in the store are in the least accessible locations? Ties and fragrances.
• Where are the most and least expensive products located?
At the front of the store. • Are the prices of the products easy to find?
Yes. • Are there impulse items near the cash register?
Yes, just ties.
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Customers: • Are most customers alone or with someone else?
Alone. • What is the average age and gender of the customers?
Between 35 and 50 and just male. • When a customer enters the store, do they tend to walk in the same path
or direction? No.
• How long do customers stay in the store, on average? Two or three hours.
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• Do customer touch the products? Yes.
• Is this encouraged?
Yes. • Do most customers appear to be on a mission or are they browsing?
No. • What percent of customers purchase products in the store?
95%.
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photofolio
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Before you enter the store: • Does the store draw you in?
Yes • Is the door open or closed?
Open. • How does this make you feel?
You feel that they are inviting you to get inside the store. • How big is the sign lettering and in what font?
Big and simple in a black font. • What does it tell you about the store?
That you will find something that could be just a simply detail but that means more.
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Environment: • What is the colour scheme of the store?
White and grey.
• How does this affect you? You feel comfortable. • What type of floor does the store have?
Grey ceramic tiles.
• How does this effect the environment? You feel the simplicity. • How high is the ceiling?
Not too high.
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• How does this feel? Habitual. • How brightly lit is the store?
The store is full of light.
• How does this affect you? You feel with the desire of buying everything.
• How loud is the environment? It is not really loud, in the contrary the environment is just appropriate.
• Is there music playing? Yes.
• If so, does it fit the environment? Definitively.
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• Is the store warm or cold? Warm.
• Is the store crowed with merchandise or is it sparse?
Crowed. • Does the store have a distinctive smell?
Yes, candles. • Where is the cash register located?
At the bottom of the store. • How visible is the store security?
It is not visible. • How long do you want to stay in this store? Hours. • Does the environment influence the perceived value of the merchandise?
No.
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Personnel: • How long does it take before a sales person initiates contact? One minute approximately. • Does the salesperson have a script to follow with each customer? Yes. • Does the salesperson treat different customers differently?
No.
• What is the ratio of salespeople to customers? Is very cordial and attentive.
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• What age and gender are the employees? Around 20 to 25.
• Are the salespeople using the store products?
Yes. • Do the salespeople have a uniform?
No. • Do the salespeople match the stores image?
Not really.
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Products: • What is the first product that you notice?
Candles.
• Is there a central display table with featured products? Yes. • Where are items that are “for sale” located in the store?
All over the store. • How are the products arranged? By function? By price? By color?
By function. • Are there free samples or demonstrations?
No, just all the items.
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• What products are at eye level?
Candles, portraits and garments.
• What items in the store are in the least accessible locations? Wrapping paper.
• Where are the most and least expensive products located?
At the front of the store. • Are the prices of the products easy to find?
No. • Are there impulse items near the cash register?
Yes, too many.
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Customers: • Are most customers alone or with someone else?
With friends. • What is the average age and gender of the customers?
Between 15 and 60 and both female and male. • When a customer enters the store, do they tend to walk in the same path
or direction? No.
• How long do customers stay in the store, on average? Two or three hours.
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• Do customer touch the products? No.
• Is this encouraged?
No. • Do most customers appear to be on a mission or are they browsing?
Yes. • What percent of customers purchase products in the store?
25%.
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gandhi.
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Before you enter the store: • Does the store draw you in?
Yes • Is the door open or closed?
Open. • How does this make you feel?
You feel that they are inviting you to get inside the store. • How big is the sign lettering and in what font?
Little and simple in a purple font. • What does it tell you about the store?
That you will find something little but interesting.
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Environment: • What is the colour scheme of the store?
Purple, yellow and grey.
• How does this affect you? You feel comfortable. • What type of floor does the store have?
Carpet.
• How does this effect the environment? You feel comfortable. • How high is the ceiling?
Not too high.
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• How does this feel? Habitual. • How brightly lit is the store?
The store is full of light.
• How does this affect you? You feel with the desire to read.
• How loud is the environment? It is not loud, in fact its very quiet. • Is there music playing?
No.
• Does it fit the environment? Definitively.
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• Is the store warm or cold? Warm.
• Is the store crowed with merchandise or is it sparse?
Sparse. • Does the store have a distinctive smell?
Yes, new books. • Where is the cash register located?
At the bottom of the store. • How visible is the store security?
It is not visible. • How long do you want to stay in this store? Hours. • Does the environment influence the perceived value of the merchandise?
No.
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Personnel: • How long does it take before a sales person initiates contact? One minute approximately. • Does the salesperson have a script to follow with each customer? Yes. • Does the salesperson treat different customers differently?
No.
• What is the ratio of salespeople to customers? Is very cordial and attentive.
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• What age and gender are the employees? Around 20 to 25.
• Are the salespeople using the store products?
No. • Do the salespeople have a uniform?
Yes. • Do the salespeople match the stores image?
Yes.
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Products: • What is the first product that you notice?
Books.
• Is there a central display table with featured products? No. • Where are items that are “for sale” located in the store?
All over the store. • How are the products arranged? By function? By price? By color?
By function. • Are there free samples or demonstrations?
No, just all the books.
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• What products are at eye level?
Books.
• What items in the store are in the least accessible locations? Unusual and rare books.
• Where are the most and least expensive products located?
At the back of the store. • Are the prices of the products easy to find?
Yes. • Are there impulse items near the cash register?
Yes, more books.
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Customers: • Are most customers alone or with someone else?
With friends. • What is the average age and gender of the customers?
Between 20 and 60 and both female and male. • When a customer enters the store, do they tend to walk in the same path
or direction? No.
• How long do customers stay in the store, on average? Three or four hours.
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• Do customer touch the products? Yes.
• Is this encouraged?
Yes. • Do most customers appear to be on a mission or are they browsing?
No. • What percent of customers purchase products in the store?
90%.
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