Observation Lab Excercise

Emil Petrescu

Pharmacy, naturopatic products, healthcare products, cosmetics, novelty, variety, gifts PRICELINE (GREEN ACRES) yes; some items on sale smartly displayed in front of the entrance, adveritising pannels with more sales inside, the general ambience of the store, mainly the warm feeling from the lighting OPEN

Hardware, gardening, timber, metal, tools BUNNINGS WAREHOUSE (KENT TOWN)

Stationery, office furniture, IT Middle to low-end department store equipment, cameras, photo print shop OFFICE WORKS (TRINITY GARDENS) K-MART (FIRLE)

Plants, trees, shrubs, garden maintenance products and tools- the majority of the store is outdoors HEINE'S NURSERY (NORWOOD) yes; some bright colored flowers effectivelly displayed in front of the entrance (usually on a antique farm cart), adveritising pannels with sales inside the store OPEN

Solid mahogany furniture, home decorations, manchester, kitchen uttensils, gifts WOHLERS (TANUNDA) mainly due to reputation and type of goods sold, not through any marketing tricks; also, the old truck of the company fully restored and operational) is parked in front of the store, on the main street CLOSED WHILE THE DOOR SI CLOSED AND THE CUSTOMER HAS TO PUSH TO OPEN IT, THERE IS A LIGHT FIXTURE PLACED JUST ABOVE THE ENTRANCE, WITH AN INCANDESCENT LIGHT GLOBE. THIS, SOMEHOW, GIVES A VERY GOOD FEELING ABOUT THE STORE

DOES THE STORE DRAW YOU IN? If so, how?

mainly due to reputation and type of goods sold, not through any marketing tricks

mainly due to reputation and type of goods sold, advertising leaflets, general pricing

mainly due to type of goods sold, advertising leaflets, general pricing

BEFORE YOU ENTER THE STORE

IS THE DOOR OPEN OR CLOSED

OPEN

OPEN

OPEN

HOW DOES THIS MAKE YOU FEEL?

WELCOMED

WELCOMED

WELCOMED

WELCOMED

WELCOMED

HOW BIG IS THE SIGN LETTERING AND IN WHAT FONT?

about 40cm, arial, bold

red bold "K", italic, about one metre about 1m, arial, white bold letters on about 1m, arial, white bold letters on tall; mid-way to the right of the letter deep green background with a bright deep blue background with a bright "K", the remaining letters of the name about 40cm, arial, bold red stripe (corporate colors) red stripe (corporate colors) of the store, bold-italic blue letters, about 40-50cm tall (corporate colors) systematic, organised, reliable systematic, organised, reliable systematic, organised systematic, organised

about 40cm, arial bold. The sign is oval shape.

WHAT DOES IT TELL YOU ABOUT THE STORE?

systematic, organised

curious entry sign: blue letters, blue border, on pale pink background; inside the store the main combination is given by the pale cream walls, the brown mahogany furniture and the polished timber floors. This creates a homelike feeling, nice and warm

WHAT IS THE COLOR SCHEME OF THE STORE? HOW DOES THIS AFFECT YOU?

uses complementary colors: pink and uses complementary colors: bright bright green pannels, white bold red and deep green, white bold writing writing

uses almost an analogous color scheme: bright red and deep blue, white bold writing

uses complementary colors: pink and uses complementary colors: yellow bright green pannels, white bold and green writing

WHAT TYPE OF FLOOR DOES THE STORE HAVE? HOW DOES THIS AFFECT THE ENVIRONMENT?

vinyl tiles, sandstone color; neutral; used for easy maintenance and not for a particular effect

plain concrete for hard wearing and heavy traffic; appears too vinyl tiles, pale cream/light grey; minimalistic/cheap (particularly that neutral; used for easy maintenance about 50% of the store does not have and not for a particular effect vehicle traffic) about 10-12m bright; fluorescent downlights hanging down from the ceiling to about 6 metres from the floor; for this type of store it works, good lighting being paramount to properly see the items and to be able to inspect them and check their features some noise mainly people's voices some commercial FM radio; customers appear not to pay attention to the music/sound about 8m bright; fluorescent downlights hanging down from the ceiling to about 6 metres from the floor; the brightness level feels a little too much, somehow oppressing and uncomfortable not loud at all, barely any noise n/a some commercial FM radio; customers appear not to pay attention to the music/sound

vinyl tiles, sandstone color; neutral; used for easy maintenance and not for a particular effect

gravel; perfect for this environment, looks really like a garden

polished timber floors. This creates a home-like feeling, nice and warm

HOW HIGH IS THE CEILING? HOW DOES THIS FEEL?

about 4-4.5m

about 4-4.5m bright; fluorescent downlights hanging down from the ceiling to about 6 metres from the floor; the brightness level feels a little too much, somehow oppressing and uncomfortable not loud at all, barely any noise n/a some commercial FM radio; customers appear not to pay attention to the music/sound

n/a

about 4-4.5m

just right; fluorescent lights from the ceiling, with difusers; the combined HOW BRIGHTLY LIT IS THE STORE? How does this effect of the sandstone colored floor, affect you? difused light and bright colors (pink and green; pink is the corporate color of the company) is quite warm ENVIRONMENT HOW LOUD IS THE ENVIRONMENT? WHAT IS CAUSING THE NOISE? IS THERE MUSIC PLAYING? If so, does it fit the environment? not loud at all, barely any noise n/a some commercial FM radio, not a good choice; some chillout music would have been more suitable

only natural light, except for checkouts, where fluoro lights are used in winter when required; natural light is the perfect companion for a garden and plant shop not loud at all, barely any noise n/a n/a

combination of direct incandescent lighting, dwonlight halogen lighting and concealed lighting. Overall just the right brightness, providing a punch where needed not loud at all, barely any noise n/a nice, instrumental music. Perfect for the environment, you can listen without having to make an effort

IS THE STORE WARM OR COLD?

no a/c (in any of the stores of this chain); some fans; however at the pleasant, airconditioned, about 21-23 time of the visit, the temperature of pleasant, airconditioned, about 21-23 pleasant, airconditioned, about 21-23 Outdoor shop, ambient temperature degrees the store was pleasant (about 20-22 degrees degrees degrees) simply because this was the outdoor temperature as well

pleasant, airconditioned, about 21-23 degrees

Observation Lab Excercise

Emil Petrescu

PRICELINE (GREEN ACRES)

BUNNINGS WAREHOUSE (KENT TOWN)

OFFICE WORKS (TRINITY GARDENS)

K-MART (FIRLE)

HEINE'S NURSERY (NORWOOD)

WOHLERS (TANUNDA) very well setup, it actually looks like a large house with many rooms, every room being furnished and decorated. Some items are displayed on shelves and display tables at the first 1/3 of the store (home decorations, kitchen uttensils); the overall feeling is ...HOME discrete parfume smell (scented candles being lit-up throughout the store)

IS THE STORE CROWDED WITH MERCHANDISE OR IS IT SPARSE?

it appears a little crowded, however well organised on shelves and display the items are well organised and tables and cabinets; even if there is a displayed on racks/shelves/display large number of items, it does not tables/exhibition areas; plenty of create a feeling of overcrowded space space between shelves/racks

it appears a little crowded, however the items are well organised and displayed on racks/shelves/display tables/exhibition areas; plenty of space between shelves/racks

relativelly well organised on shelves and display tables and cabinets; even if there is a large number of items, it does not create a feeling of overcrowded space

well organised on shelves and display tables, benches, exhibition areas, green houses; plenty of space between shelves/racks

DOES THE STORE HAVE A DISTINCT SMELL?

discrete parfume smell (from the mixture of plastic, metal, timber, cosmetics section), not overpowering chemicals. Not too strong. two cash registers, located at the two several checkouts, located at both exits from the store store exits

no three cash registers, located next to each-other on the way to the store exit (the only way out)

no multiple cash registers at the store exit, including several self-service checkouts

beautiful smell from flowers in season, almost all year arround

WHERE IS THE CASH REGISTER LOCATED?

two cash registers, located at the exit two cash registers, located at the from the store centre of the store

HOW LONG DOES IT TAKE BEFORE A SALESPERSON INITIATES CONTACT?

No salesperson attended any contact; the only way to talk to a salesperson 1-3 minutes; if required, the customer 5-10 minutes, most of the time only if is to activelly look for a one, and 5-10 minutes, most of the time only if 1-3 minutes; if required, the customer No salesperson attended any contact can contact a salesperson the customer will activelly look for a sometimes it can take a while; many the customer will activelly look for a can contact a salesperson immediatelly salesperson times the salesperson found does not salesperson immediatelly know much about the product anyway n/a no yes, they tend to tailor their tale to the level of knowlegde of the customer (some customers are trades people, some are handymen, some are just interested in being able to do a certain project) 1/20 50/50, 18-60 years old everybody yes extenssion lead no no no no; if asked, they will provide good information about the product that the customer is interested about, including instructions to plant and care, choosing the best plant for a certain location etc 1/20 50/50, 30-50 years old yes yes garden water feature 60% female; 30-60 years old yes yes grand father's clock yes (for kitchen uttensils and some home decorations) n/a

DOES THE SALESPERSON HAVE A SCRIPT TO FOLLOW WITH EACH CUSTOMER? PERSONNEL

DOES THE SALESPERSON TREAT DIFFERENT CUSTOMERS DIFFERENTLY?

n/a

to some customers they appear to provide a different level of detail (mainly based on the technnical knowledge of the customer)

no

n/a

WHAT IS THE RATIO OF SALESPEOPLE TO CUSTOMERS? WHAT AGE AND GENDER ARE THE EMPLOYEES? ARE THE SALESPEOPLE USING THE STORE UNIFORM? DO THE SALESPEOPLE MATCH THE STORE IMAGE? WHAT IS THE FIRST PRODUCT THAT YOU NOTICE? IS THERE A CENTRAL DISPLAY TABLE WITH FEATURE PRODUCTS?

1/5 all female, 18-30 years old some yes not really men's umbrella

1/20 50/50, 18-40 years old everybody yes Printer paper

1/20 mainly female, 18-30 years old some yes not really a skirt; unfortunatelly I cannot wear one

01-Oct

several display tables and crates with several display tables and crates with sales items; featured items not on sales items; featured items not on yes these tables these tables dsitributed throughout the store; clearly identified and made visible by on display tables ligned-up on the the use of larger price labels and using central isle of the store bright orange labels with black writing by function and by brand; by weight (heavier products on the lower shelves)

several display tables and crates with sevearl display tables and benches some of the sales items featured items

WHERE ARE ITEMS THAT ARE "FOR SALE" LOCATED IN THE STORE?

distributed throughout the store

dsitributed throughout the store

this store does not have items on sale distributed throughout the store

HOW ARE THE PRODUCTS ARRANGED? By function? By price? By color?

by function and by brand

by function and by brand; heavy items by function, by gender (for clothing on lower shelves and footwer) and by brand

by function (herbs,perenials, fruit trees etc), by destination (for dry areas, indoor plants etc)

by function and by brand

PRODUCTS

ARE THERE FREE SAMPLES OR DEMONSTRATIONS?

yes, for certain products; most products in this shop are not suited for free samples/demos

yes, the salespersorns do demonstrations, there are computers placed throughout the store where customers can select various no demonstrations on video, weekend demonstrations/shows organised by the store

some, very few

no

no

Observation Lab Excercise

Emil Petrescu

PRODUCTS

PRICELINE (GREEN ACRES)

BUNNINGS WAREHOUSE (KENT TOWN)

OFFICE WORKS (TRINITY GARDENS)

K-MART (FIRLE)

HEINE'S NURSERY (NORWOOD)

WOHLERS (TANUNDA)

WHAT PRODUCTS ARE AT EYE LEVEL?

given the OHS&E regulations and the type of products sold, the goods are photo and video cameras, laptops, featured products (health monitoring, displayed from the smallest/lightest computer screens, printers, software hair care products, brand cosmetics) on the top shelves to the packages heaviest/bulkiest on the lower shelves Popular brands, cheeper items of good quality

some household items, DVD players, DVDs, Computer games, brand name colored perenials toys and games

porcelain, crystal, scented candles

WHAT ITEMS IN THE STORE ARE IN THE LEAST ACCESSIBLE LOCATIONS?

n/a; pretty much all items are equally n/a; pretty much all items are equally Popular brands, cheeper items easy to find/access. easy to find/access. There appears not to be a system as such, however the concept of "Organised Chaos" may work with many customers and determining them to buy something yes yes

n/a; pretty much all items are equally Popular brands, cheeper items of easy to find/access. good quality medium size trees, ceramic pots, water features, all located at the back of the store (also because of the size of these items) Most expensive furniture area, backhalf of the store;lest expensive: front half of the store, mainly after store entrance

WHERE ARE THE MOST AND LEAST EXPENSIVE PRODUCTS LOCATED?

Most expensive: about 1/3 inside the store, placed at eye level; least Spread throughout the store, they expensive: at entrance (just a copule), tend not to be overwhelming then hidden on the bottom shelves, mainly at the back-end of the store yes yes yes yes

Spread throughout the store, they tend not to be overwhelming

ARE THE PRICES OF THE PRODUCTS EASY TO FIND? ARE THERE IMPULS ITEMS NEAR THE CASH REGISTER? ARE MOST CUSTOMERS ALONE OR WITH SOMEONE ELSE? What is the relationship? WHAT IS THE AVERAGE AGE AND GENDER OF THE CUSTOMERS? WHEN A CUSTOMER ENTERS THE STORE, DO THEY TEND TO WALK IN THE SAME PATH OR DIRECTION? CUSTOMERS

yes yes

yes yes

yes yes

50/50; some singles, some families 50/50; some singles, some couples. 50/50; some singles, some couples. with young children. about 70% female, 30% male; average about 70% male, 30% female; average about 60% female, 40% male; average age about 35-40 age about 35-40 age about 25-40 same direction, there is no other way: allways from the entrance through no the store towards the back-end 15-30 minutes no

50/50; some singles, some families 50/50; some singles, some couples. 50/50; some singles, some couples. with young children. about 70% female, 30% male; average about 60% female, 40% male; average about 60% female, 40% male; average age about 35-40 age about 35-55 age about 30-50 no no same direction, there is no other way: allways from the entrance through the store towards the back-end 15-30 minutes

HOW LONG DO CUSTOMERS STAY IN THE STORE, 10-15 minutes ON AVERAGE? DO CUSTOMERS TOUCH THE PRODUCTS? Is this encouraged? DO MOST CUSTOMERS APPEAR TO BE ON A MISSION OR ARE THEY BROWSING? WHAT PERCENT OF CUSTOMERS PURCHASE PRODUCTS IN THE STORE?

15-30 minutes

15-30 minutes

15-45 minutes

yes

yes

yes (certain items have lanyards attached that will trigger a loud alarm yes if the product is moved, however this is properly advertised) 50/50 60-70% 50/50 50-60%

yes

yes

50/50 75-80%

mostly on a mission 80-90%

mostly browsing 75-80%

mostly browsing 50-60%

not a good image for the store/company: a female employee stittng directly on the floor (on the isle between shelves) re-arranging items on the shelf and also blocking access through that isle

as customers enter the store they are greated by a dedicated salesperson, who wil also direct them to the store area where they will find the goods they are looking for. Very good customer service!

the exhibition area for office furniture looks terrible: two long rows of desk chairs, two rows of desks etc. not setup as an actula office layout; most customers will loose patience before choosing a product

a very annoying practice of this store chain is to change the location of the goods after some time, making them quite hard to find. If the aim is to very good and professional service, determine customers to browse more excellent advice from salespeople and maybe buy more, it certainly has the opposite effect with a lot of customers.

OTHER OBSERVATIONS

very good and professional service, excellent advice from salespeople; very nice store