What are we really attracted by?

Hi, everyone. Right now I want to share with you my personal expressions which I have after visiting six shops today. As I lack of time I would like to summarize all what I have on my mind in a table and providing examples just to underline the most important observations. I would like to start with examples of what we have before we enter the shop, actually what I have seen before entering the store.

Above I’ve provided examples of shop-windows design that I don’t consider to be very interesting and attractive and I will explain why. If you take a look at the first one, you obviously understand that if you can buy here a shower gel (as an advertising is on the window), than probably other personal care items available for purchasing there. Nevertheless there are no show cases and you may only guess what kind of goods you can find in the shop and if you have never came across this kind of store chains you may pass by without curiosity to come in. It also seems unfinished and as a result this show-case can not be eye-catching for prospective clients, especially when a shop-assistant is typing sms right at the entrance. The sign lettering of the second one really resembles the shop-window of world-wild known ZARA. It looks simple but you clearly understand that this is a cloth shop for women where you probably can buy cheap things. By the by, the cloths which is soled there is of not very high quality and a line of goods is represented by the following brands – Bershka,

Primadonna, Zara, Stradivarious etc. I am not sure that these things are originals and stick to the point that these are good copies, but who knows. The last one is a shoe shop for both ladies and gentlemen. When I looked at the first time on its shop-window I guessed that probably goods for women are on the right and for men are on the left. I was a little confused to find out that the goods are more likely to be in a chaotic order. The positive things are that all the stores are brightly lit in and out side and warm, the doors are welcoming opened and the ceiling is high enough to feel yourselves comfortable.

◄ This shop-window I consider to be very attractive because it matches the most criteria mentioned in the Observation Lab, it has a concept matching the assortment for sale, colors are very attractive and these are the colors of a local football team and it is clear at once that

you can buy here the goods with symbolic of your favorite team. Music is not playing aloud so you can here each other and what shop assistants tell you, you don’t need to make efforts to raise your voice. You can see from outside that the store is crowded with merchandise but it is well organized.

I would like not to speak of advantages of each of these stores but I would like to summarize drawbacks as I paid attention to those things, I hadn’t much cared before. This time I came into the shop I didn’t want to buy anything I was an observer, I had a goal to look beyond my personal needs as an ordinary person. So what we have here:

Before you enter Environment PersonnelWhen I enter the shop I want to know what it sells, I want to be attracted, I don’t want to waist my time, even 3 minutes, by entering into the shop just to understand what it is and what can I buy here, because when I look for particular things, I lack of time and want to be sure that I will find it here.

All details are important and it is important to understand it. Floor, ceiling, light, temperature are the basic components to build your business when you own the shop, these are the box within which you build your commercial city. They should make the shopping process more like wondering your personal house where you feel comfortable. Music shouldn’t disturb you but it is better when music is on rather when you hear personal shop assistants talks while choosing the things you need.

No one came up to me when I entered and I waited for 15 minutes and no one asked me what I am looking for. I don’t like to be disturbed but I prefer someone come up to me and just say if I need something I may ask this person for help. This is a form of politeness and nowadays it is very important. I want to feel that someone here knows that I actually exist. My personal observation is that usually salespeople treat people well-dressed differently, more politely, warmly and with a will to work more excited, expecting that people well-dressed have more money than others. There is also a point concerning a uniform. When a salesman bends it shouldn’t look like this ( with a nude back):

Products I want to be able to distinguish what is presented on the shelves and match the things with prices – not the mess like this.

When I come into the store I notice first of all what is in the center in front of me. If I already know the shop very well I go straight to what I need. I prefer when there are central display tables with things on sale on them.There are no free samples and demonstrations at the shops I have been to. There have been a lot of impulse items near cash register but there have not been special location for goods “for sale” and that is why it has been a random chose when I have hit

the item of this category, accidentally. I don’t really care where the cash

register is located, but if it is close to entrance, there may be queues and you need to think in advance. If I see before entering that there are a lot of people waiting in the line I may pass by.If the music playing is good, smell is good, and everything is in order I may stay for a long, if not – bye, bye.

CustomersThere are customers of different age, gender, in different relationship who visit the stores everyday and in different hours and it should be counted. A lot of people entering stores are in couples, not alone and it should be something invented for those who accompany and are not on a mission to buy something for themselves.

Other observation:

I live in Ukraine where all people speak Russian or Ukrainian. The majority of population doesn’t speak English. This sign is definitely oriented at youth. It seems a little ridiculous why not to use native language in attracting attention to new things.

Thank you kindly for your attention!