ECCO

Before you enter the store:

Does the store draw you in? If so, how? YES - brand, space, light

Is the door open or closed? Open

How does this make you feel? Invited

How big is the sign lettering and in what font? 50cm x 200cm massive lighted sign, catches eye

What does it tell you about the store?

Sign is strong and important for the shop

Environment:

What is the color scheme of the store? How does this affect you? White colors, massive food flour – fells classic and reliable

What type of floor does the store have? How does this effect the environment? Massive wood flour – feels solid

How high is the ceiling? How does this feel? 4m, feels nice and big space

How brightly lit is the store? How does this affect you? Too bright, feels like in hospital

How loud is the environment? Medium loud

What is causing the noise? Customers and music from shopping mall alley

Is there music playing? If so, does it fit the environment? No music in store

Is the store warm or cold? Warm

Is the store crowed with merchandise or is it sparse? Not too crowded

Does the store have a distinctive smell? No

Where is the cash register located? End of store

How visible is the store security? Not visible

How long do you want to stay in this store?

5-10 min

Does the environment influence the perceived value of the merchandise? yes

Personnel:

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

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

Does the salesperson treat different customers differently?

No

What is the ratio of salespeople to customers? 1:5

What age and gender are the employees? Women 20-25

Are the salespeople using the store products? No

Do the salespeople have a uniform? Yes

Do the salespeople match the stores image? Yes

Products:

What is the first product that you notice? Near the entrance

Is there a central display table with featured products? Yes

Where are items that are “for sale” located in the store? Yes middle of the shop

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

Function (product line/type)

Are there free samples or demonstrations? No

What products are at eye level?

Main stream

What items in the store are in the least accessible locations? Up sale products (accessories)

Where are the most and least expensive products located? Lower shelf

Are the prices of the products easy to find? Yes

Are there impulse items near the cash register? No

Customers:

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

What is the average age and gender of the customers? 35-40

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? 10-20min

Do customer touch the products? Is this encouraged? Yes and yes

Do most customers appear to be on a mission or are they browsing? Searching for product / offer

What percent of customers purchase products in the store? 1 from 10

Other Observations:

SPORTLAND

Before you enter the store:

Does the store draw you in? If so, how? No

Is the door open or closed? Open

How does this make you feel? Invited

How big is the sign lettering and in what font? 30cm x 20cm to small

What does it tell you about the store?

Lack attention to details

Environment:

What is the color scheme of the store? How does this affect you? Red colors, related to sports

What type of floor does the store have? How does this effect the environment? Red imitation of sport arena / trek

How high is the ceiling? How does this feel? 4m, feels nice and big space

How brightly lit is the store? How does this affect you? Not to bright, cozy

How loud is the environment? Normal

What is causing the noise? Customers and music

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

Is the store warm or cold? Warm

Is the store crowed with merchandise or is it sparse? Lots of space

Does the store have a distinctive smell? No

Where is the cash register located? Middle of store

How visible is the store security? Yes security gates / tags

How long do you want to stay in this store?

10-15 min

Does the environment influence the perceived value of the merchandise? Not really

Personnel:

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

Does the salesperson have a script to follow with each customer? No just opening line

Does the salesperson treat different customers differently?

No

What is the ratio of salespeople to customers? 1:3

What age and gender are the employees? Women 20-25

Are the salespeople using the store products? Yes

Do the salespeople have a uniform? Yes

Do the salespeople match the stores image? Yes

Products:

What is the first product that you notice? Near the entrance

Is there a central display table with featured products? Yes

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

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

Function (product line/type)

Are there free samples or demonstrations? No

What products are at eye level?

Main stream

What items in the store are in the least accessible locations? Expensive (watched etc) are lock away

Where are the most and least expensive products located? Lower shelf

Are the prices of the products easy to find? Medium

Are there impulse items near the cash register? No

Customers:

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

What is the average age and gender of the customers? 25

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? 15min

Do customer touch the products? Is this encouraged? Yes and yes

Do most customers appear to be on a mission or are they browsing? Searching for product / offer

What percent of customers purchase products in the store? 1 from 10

Other Observations:

MEXX

Before you enter the store:

Does the store draw you in? If so, how? YES - brand, window, space, light

Is the door open or closed? Open

How does this make you feel? Invited

How big is the sign lettering and in what font? 100cm x 200cm massive lighted sign, catches eye

What does it tell you about the store?

Sign is strong and important for the shop

Environment:

What is the color scheme of the store? How does this affect you? White/grey colors, feels modern

What type of floor does the store have? How does this effect the environment? Simple light floor – nothing special

How high is the ceiling? How does this feel? 4m, feels nice and big space

How brightly lit is the store? How does this affect you? Too bright, feels like in hospital

How loud is the environment? Medium loud

What is causing the noise? Customers and music from shopping mall alley

Is there music playing? If so, does it fit the environment? No music in store

Is the store warm or cold? Warm

Is the store crowed with merchandise or is it sparse? Not too crowded

Does the store have a distinctive smell? No

Where is the cash register located? Middle left side of store

How visible is the store security? Yes security gates / tags

How long do you want to stay in this store?

15 min

Does the environment influence the perceived value of the merchandise? yes

Personnel:

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

Does the salesperson have a script to follow with each customer? No

Does the salesperson treat different customers differently?

No

What is the ratio of salespeople to customers? 1:3

What age and gender are the employees? Women 20-25

Are the salespeople using the store products? No

Do the salespeople have a uniform? No

Do the salespeople match the stores image? Yes

Products:

What is the first product that you notice? Near the entrance

Is there a central display table with featured products? Yes

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

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

Function (product line/type)

Are there free samples or demonstrations? No

What products are at eye level?

Main stream

What items in the store are in the least accessible locations? Up sale products (accessories) locked behind glass

Where are the most and least expensive products located? Lower shelf

Are the prices of the products easy to find? Medium

Are there impulse items near the cash register? No

Customers:

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

What is the average age and gender of the customers?

25-30

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? 10-20min

Do customer touch the products? Is this encouraged? Yes and yes

Do most customers appear to be on a mission or are they browsing? Searching for product / offer

What percent of customers purchase products in the store? 1 from 15

Other Observations:

BALTMAN

Before you enter the store:

Does the store draw you in? If so, how? Not to much – 0 customers

Is the door open or closed? Open

How does this make you feel? Invited

How big is the sign lettering and in what font? 100cm x 200cm sign, but its not lighted, looks old fashioned

What does it tell you about the store?

Does not pay attention to sign

Environment:

What is the color scheme of the store? How does this affect you? Very simple, not to attractive

What type of floor does the store have? How does this effect the environment? Simple light grey floor – nothing special

How high is the ceiling? How does this feel? 4m, feels nice and big space

How brightly lit is the store? How does this affect you? Not too bright, normal

How loud is the environment? Normal – quiet

What is causing the noise? Only sound from alley

Is there music playing? If so, does it fit the environment? No music in store

Is the store warm or cold? Warm

Is the store crowed with merchandise or is it sparse? Empty

Does the store have a distinctive smell? No

Where is the cash register located? Left side of store near the entrance

How visible is the store security? Yes security gates / tags

How long do you want to stay in this store?

5 min

Does the environment influence the perceived value of the merchandise? yes

Personnel:

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

Does the salesperson have a script to follow with each customer? No

Does the salesperson treat different customers differently?

No

What is the ratio of salespeople to customers? 2:1

What age and gender are the employees? Women 25-35

Are the salespeople using the store products? No

Do the salespeople have a uniform? Yes

Do the salespeople match the stores image? Yes

Products:

What is the first product that you notice? Near the entrance

Is there a central display table with featured products? Yes

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

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

Function (product line/type)

Are there free samples or demonstrations? No

What products are at eye level?

Main stream

What items in the store are in the least accessible locations? Up sale products (accessories) locked behind glass

Where are the most and least expensive products located? Lower shelf

Are the prices of the products easy to find? Medium

Are there impulse items near the cash register? No

Customers:

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

What is the average age and gender of the customers?

40

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? 20min

Do customer touch the products? Is this encouraged? Yes and yes

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

What percent of customers purchase products in the store? 1 from 5

Other Observations:

ELEKTROMARKT

Before you enter the store:

Does the store draw you in? If so, how? YES – big sign, entrance

Is the door open or closed? Open

How does this make you feel? Invited

How big is the sign lettering and in what font? 100cm x 500cm massive lighted sign, catches eye

What does it tell you about the store?

Sign is strong and important for the shop

Environment:

What is the color scheme of the store? How does this affect you? Red/black colors, feels modern

What type of floor does the store have? How does this effect the environment? Simple light floor – nothing special

How high is the ceiling? How does this feel? 10m, feels nice and big space

How brightly lit is the store? How does this affect you? Too bright, feels like in hospital

How loud is the environment? Medium loud

What is causing the noise? Customers and music

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

Is the store warm or cold? Warm

Is the store crowed with merchandise or is it sparse? Not too crowded

Does the store have a distinctive smell? No

Where is the cash register located? Near the exit (have to go out over cash register)

How visible is the store security? Yes security gates / tags

How long do you want to stay in this store?

30 min

Does the environment influence the perceived value of the merchandise? yes

Personnel:

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

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? 1:5

What age and gender are the employees? Man 20-25

Are the salespeople using the store products? No

Do the salespeople have a uniform? Yes

Do the salespeople match the stores image? Yes

Products:

What is the first product that you notice? Near the entrance

Is there a central display table with featured products? Yes

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

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

Function (product line/type)

Are there free samples or demonstrations? No

What products are at eye level?

More expensive products

What items in the store are in the least accessible locations? Up sale products (accessories) locked behind glass

Where are the most and least expensive products located? Lower shelf

Are the prices of the products easy to find? Easy

Are there impulse items near the cash register? No

Customers:

Are most customers alone or with someone else? What is the relationship? Yung people, friends

What is the average age and gender of the customers?

25-30

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? 10-20min

Do customer touch the products? Is this encouraged? Yes and yes

Do most customers appear to be on a mission or are they browsing? Searching for product / offer

What percent of customers purchase products in the store? 1 from 10

Other Observations:

IDEAL

Before you enter the store:

Does the store draw you in? If so, how? YES - brand, window, space, light

Is the door open or closed? Open

How does this make you feel? Invited

How big is the sign lettering and in what font? 100cm x 200cm massive lighted sign, catches eye

What does it tell you about the store?

Sign is strong and important for the shop

Environment:

What is the color scheme of the store? How does this affect you? White colors, feels modern

What type of floor does the store have? How does this effect the environment? Wooden light floor – nothing special, but nice

How high is the ceiling? How does this feel? 4m, feels nice and big space

How brightly lit is the store? How does this affect you? Too bright, feels like in hospital

How loud is the environment? Medium loud

What is causing the noise? Customers and music from shopping mall alley

Is there music playing? If so, does it fit the environment? No music in store

Is the store warm or cold? Warm

Is the store crowed with merchandise or is it sparse? Lot of space

Does the store have a distinctive smell? No

Where is the cash register located? End of store

How visible is the store security? Yes security gates, products are fixed to counters

How long do you want to stay in this store?

20 min

Does the environment influence the perceived value of the merchandise? yes

Personnel:

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

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? 1:10

What age and gender are the employees? Women 20-25

Are the salespeople using the store products? No

Do the salespeople have a uniform? Yes

Do the salespeople match the stores image? Yes

Products:

What is the first product that you notice? Near the entrance

Is there a central display table with featured products? Yes

Where are items that are “for sale” located in the store? None

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

Function (product line/type)

Are there free samples or demonstrations? No

What products are at eye level?

Most expensive ones

What items in the store are in the least accessible locations? Up sale products (accessories) locked behind glass

Where are the most and least expensive products located? Lower shelf

Are the prices of the products easy to find? Medium

Are there impulse items near the cash register? No

Customers:

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

What is the average age and gender of the customers?

25-30

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? 10-20min

Do customer touch the products? Is this encouraged? Yes, but not all and yes

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

What percent of customers purchase products in the store? 1 from 50

Other Observations: