observation lab erick sosa

Stores visited

1. &Café

2. Electrónica Panamericana (Panamerican Electronics)

3. Apple Store

4. El Duende

5. Rebecana

6. Tigo Store

Observations

&Café Before you enter the store:

Does the store draw you in? If so, how?

Yes, really, the smell of the coffee was very attractive to me

Is the door open or closed?

Totally open, it´s located in an open space

How does this make you feel?

Welcomed and with no afraid of asking anything

How big is the sign lettering and in what font?

Like 1m tall, and handwriting

What does it tell you about the store?

Very casual and relaxed

Environment:

What is the color scheme of the store? How does this affect you?

Brown and black, as a coffee store, no affect.

What type of floor does the store have? How does this

affect the environment?

White floor, tiles, feels very clean.

How high is the ceiling? How does this feel?

Very, very tall, it was in a shopping mall.

How brightly lit is the store? How does this affect you?

Normal light, it didn’t affect me at all

How loud is the environment?

Very quiet at that time

What is causing the noise?

Some people drinking their coffee and chatting

Is there music playing? If so, does it fit the environment?

Smooth jazz, and I love it, actually, it’s my favorite type of music

Is the store warm or cold?

Neither warm nor cold, very comfortable

Is the store crowed with merchandise or is it sparse?

Sparse

Does the store have a distinctive smell?

Coffee!!!

Where is the cash register located?

In the front.

How visible is the store security?

No security personnel at that time, only security cams located in the ceiling

How long do you want to stay in this store?

A couple of hours.

Does the environment influence the perceived value of the merchandise?

Yes

Personnel:

How long does it take before a sales person initiates contact?

Less than 5 seconds

Does the salesperson have a script to follow with each customer?

Yes, and they follow it by the book with each customer.

Does the salesperson treat different customers differently?

Noup, they follow the script

What is the ratio of salespeople to customers?

1 to 4

What age and gender are the employees?

Between 18 and 24

Are the salespeople using the store products?

Not at that moment

Do the salespeople have a uniform?

Yes

Do the salespeople match the stores image?

Yes

Products:

What is the first product that you notice?

Tall cappuccino

Is there a central display table with featured products?

Yes, and some other products like cookies

Where are items that are “for sale” located in the store?

There was an offer for a new beverage, and they were very persistent selling that specific new

flavor to every new employees.

How are the products arranged? By function? By price? By color?

I didn’t notice any special order

Are there free samples or demonstrations?

Yes

What products are at eye level?

New coffee cups

What items in the store are in the least accessible locations?

Food

Where are the most and least expensive products located?

Most expensive, expresso with mint, and least expensive, regular coffee

Are the prices of the products easy to find?

Yes

Are there impulse items near the cash register?

Yes, gums and some gift cards

Customers:

Are most customers alone or with someone else? What is the relationship?

With someone else, with friends and some couples.

What is the average age and gender of the customers?

Between 20 and 30 years

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?

45 minutes

Do customer touch the products? Is this encouraged?

Not really

Do most customers appear to be on a mission or are they browsing?

On a mission

What percent of customers purchase products in the store?

As this was a coffee shop, I tend to believe that 100% of the people enter to the store with a

clear idea of what they want.

Other Observations:

1. In the cofee shop, people tend to ask for the same product, i mean, while I was in the store,

everybody ask for their favorite beverage and nobody asked for the new flavor.

2. Impuse items can be a huge difference between the average ticket and an upselling good one.

Electrónica Panamericana (Panamerican Electronics) Before you enter the store:


Not really, I wanted to see the new 3D tvs so I enter by myself


Closed


As I wanted to enter and it was a glass door, I was able to see the interior so, I didn’t feel

anything special


Huge, is the store logo


Nothing in special

Environment:


White and blue, if feel very hi-tech consumer store

What type of floor does the store have? How does this affect the environment?

Wood and gray carpet, it feel like they wanted to create a kind of home environment


Not so high, it make me feel like the store was crowded and it was really very empty, just a

couple of customers

How brightly lit is the store? How does this affect you?\

Really bright!!!! I was able to see all the products really clear


When I was inside the store, another customer was testing a huge tv so, they were trying the

sound and it was kind of annoying


The tv


They were listening one of The Beatles record, and I love the Beatles so I liked.


Very cold, I don’t feel comfortable with the climate


Very crowed


I didn’t notice any special smell, but if feel clean


At the bottom of the store, I noticed that people that were paying, when they walked out of the

store, they stopped a couple of times to see other products, maybe this is helping them with

some upselling


Not visible, only security cams


20 minutes


Yes.

Personnel:


20 seconds, there was a salesclerk, very young, that was helping a lot with the visit, he was very

kind.


Yes, and when I asked for some additional information about the tv that I was looking at, I felt

that he was some kind of lost, and he asked for some help.


Yes, I feel that he was putting a lot of attention to me, and when a woman enter to the store, he

didn’t treat her in the same way, she was an old lady.


In that moment, like 5 salespeople and only 3 customers.


Between 25 and 35


No


Yes


Yes, the uniform used the same color schema

Products:


The new tvs


Noup, very weird, you have to look in the both sides to look for the products


Cell phones


By function, and within that classification, by price


Yes, demonstrations


TVs and sound systems


Musical instruments


Most expensive: Sound systems and 3D tvs, least expensive, accessories.


Yes, they were attached to each product


No

Customers:


With someone else, salespersons


30 years, males


I didn’t notice any path


20 minutes


Noup, they have to ask for help


Just Browsing


I only see one person really buying

Other Observations:

The Picture:

Apple Store Before you enter the store:


Not really, the same products that I already know, but I enter just to listen to the pitch


Wide open


Really welcomed


iStore, really big, and the well-known logo


The corporate image is very well managed

Environment:


White and pale, very clean


Wood, feel really nice


Very high!!! If feel like a huge store, but when I was observing, they were not so many products,

but I feel like the store was very big


Very clear, and all the products where white, so it feel very clear


Nice music, I didn’t recognize the artist, but not so loud, it feel very comfortable


Music


Yes, very comfortable


Cold


Very sparse, a lot of space


Not


In the middle of the store


Not so visible, just security cams


30 minutes


Yes, you feel like the products were so expensive

Personnel:


10 seconds


Yes, very well learned


Not, I feel like any other customer


5 customers to 2 salespeople


Very young, there were some kids


Yes, they have some macs and iPad


Not, they were using jeans and polos, very casual


Some salespeople looks so informal

Products:


The new mac pro


Yes, the new iPad and macpro


Not any “for sale” products


By price and new launches


Yes, demonstrations


IPads


Old versions


Most expensive the mac pro and the cheaper is the nano


No, you have to ask for


IPads

Customers:


Mixed, some are alone and other with salespersons


Males, very young’s, between 15 and 25


Yes, they walk to the left, where all the products where located


30 minutes


Yes, very encouraged


Browsing!!!!


Very low, like 10% I thing, because some of them already have the old version and they were

just browsing for curiosity

Other Observations:

El Duende Before you enter the store:


Yes


Closed


As I have to make an additional effort to enter


Really big, and with the logo


Cool store, hi tech and fun

Environment:


Just white, it really like me


Some wood and carpet


Really high, and with some things in the ceiling, really cool


Really bright, it let me see the products


Really loud, but with nice soft rock, not annoying at all


Music


I didn’t know the band, but I really liked and really in harmony with the store


Warm, really nice


Crowed


Smell like orange, really nice,


At the bottom


Not visible, but I noticed that


Like 20 minutes


Yes, I felt like it was really expensive products

Personnel:


10 seconds


I don’t feel like they had and script, very casual contact


Yes


3 customers per salespeople


Between 19 and 30


Yes


Yes, with the logo printed on their polo


Yes

Products:


The xbox, wii and playstation games


Yes, all the consoles (xbox, wii, playsation) were at the center


Old games


By type


Noup


The new games


Old games and old versions


Most expensive, consoles, least expensive, old versions games


Yes, they were with and sticker in each game


Yes, new games and gift cards

Customers:


Alone, some parents and their kids an teenager’s


From kids to parents, and a couple of grandfathers


Yes, directly to the center, where the consoles were


20-30 minutes


Yes, there were a lot of consoles


Browsing


Like 25%, 1 out of 4

Other Observations:

Rebecana Before you enter the store:


Not really


Closed


Not really welcomed


It was only a logo in the upper part


Nothing really

Environment:


White and beige


Nice and clean


Very high


Very bright


Very quiet


Some nice music


Yes, some nice music, smooth jazz


Cold


There was some merchandise in the middle of the store


Yes, really nice, some kind of oils


Right in the front, I mean, not so very nice that the first thing that we see is the cash register


Not visible at all, and I didn’t see any cam


Not so much


Yes

Personnel:


Contact in 10 seconds (as the cash register was in the front) but I had to wait


No script, very bad reception


Yes, as I was a male


1:1


Most of them were woman, between 25 and 35 years


Didn’t notice


Yes, white


Yes

Products:


Women’s shampoo


Yes


Not “for sale” products


Did’t notice any pattern


Noup


Shampoos


Yes, sticked to each product


Yes, woman paints

Customers:


With someone else


Woman between 30 and 50 years


Yes, to the waiting saloon


45 minutes


Noup, not really encouraged


On a mission


100% (beauty salon)

Other Observations:

Tigo Store Before you enter the store:


I was curious about the service (and very interested in finish this assignment)


Open


Welcomed and encouraged to enter


Front logo


Corporate image very well managed

Environment:


All the corporate colors where used, but the dominant one is the blue, I liked a lot


Normal floor, very nice and clean


Really tall, and it make me feel like I was entering into a huge space


Really bright


Very loud, a lot of people were inside the store


The people and background music


Background music


Cold


Crowed with different cellular phones displayed in all the store and some customer care boots


I didn’t notice anything special, but I salesperson approach me, a very young lady, and she

smells very nice


To the left


I noticed one security person and several cams


15 minutes, no more


No merchandise as this is a TELCO, so, I was looking for what kind of perception does this store

gives me about the service, and I have to admit that I feel very confident at that moment

Personnel:


20 seconds


Yes, she has a script in order to assist me


Yes, I noticed that a very humble person enter in the store, and nobody takes care of him


1 to 4, probably


Between 20 and 25 years old


Yes


Yes


Yes, totally

Products:


The new Lumia 900 that they were selling as part of the new plan


Yes, the Lumia family and iPhones where at the center


The Lumia family has an offer for new customers


By range, they have different versions of phone that you can match with your plan, so, the

products where sorted by the type of plan that gives you access to the specific hardware


Yes, demonstrations


Nothing at eye level, everything was on tables


The cheapest phones


Iphone 5 and Lumia 900 the most expensive, and the least expensive a Huawei phone, very

entry level


No prices at all, you have to ask for that


No

Customers:


Some customers where with friends or relatives


All genders and maybe between 25 and 50 years old


I didn’t notice any pattern


20 minutes


Yes, the dummy versions


On a mission


40 % at least, but I think that most of them where doing some kind of transaction with their plan

Other Observations:

observation lab erick sosa

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