Lab observation assignment

IKEJA SHOPPING CENTER LAGOS
NIGERIA
LAB OBSERVATION

OBSERVATIONS : SHOP ONE
• BEFORE ENTERING THE STORE:
 The door was wide opened. The font size was quite big , it says KIDS
COUNTRY. This states exactly what they are offering
• ENVIRONMENT:
 Multicolor- wall, cream floor, not too high ceiling and it felt warm but
too quiet, Brightly lite, no music.
 Crowded with merchandize, has a distinctive smell
 Cash register located close to the entrance, No visible security, I
would like to spend 10mins.
 The environment has an influence on the perceived value of the
merchandize

• PERSONNEL:
 Contact was initiated immediately I stepped in. Each
customer was treated differently.
 Ratio of 1:1 (one sales person to one customer)
 Female employees in their mid and late 20s.
• PRODUCTS:
 The first product I noticed were Kids clothes. Then central
display of featured products.
 All the products were at eye level. Kids stationery were
least accessible because they were placed behind the
counter.

• Prices were on tags quite easy to find. Some impulse
items were placed near the cash register
• CUSTOMERS:
 Most customers came in with relatives, Adults/children (30s/3-
10years) male and female.
 They go to different sections of the shop and they spend an
average of 15-20mins.
 Customers touch the product because it is encouraged to
make them feel relaxed and welcome.
 Some were on a mission while others were browsing
through.
 About 20% of customers purchased products

INSIGHTS AND HIDDEN OPPORTUNITIES: SHOP ONE

• Customers should be treated equally not based on their
perception of the strength and capability of the customer.
• Impulse items should be placed close to the customer’s reach.
• I also didn’t notice the name at the entrance (high above the
door) I walked in because of the display items and because
the door was opened.

OBSERVATIONS : SHOP TWO
 The door was wide opened.
 The font size was quite big , it says ENNZO. This says
Nothing about the store or their products.
• ENVIRONMENT:
 White- wall, cream floor, not too high ceiling and it felt
busy
 Brightly lite. I felt a bit out of place because it is a male
shop. Warm music at the back ground suits the
environment
 Crowded with merchandize, has a distinctive smell
 Cash register located at the end of the shop, No visible
security, I would like to spend 10mins.

 The environment has an influence on the perceived value of the
merchandize
• PERSONNEL:
 Contact was initiated immediately I stepped in, I think the sales person
a sales script rehashed. Each customer was treated the same with
respect but a bit differently in respect to how they perceive you.
 Female / Male employees in their mid and late 20s and mid 30s. They
make use of their products (male) .
 No uniforms and sales reps match the store’s image
• PRODUCTS:
 The first products I noticed male shoes, clothes and a central
display of featured products – belts.
 No items were on sale, products were arranged by function and
no free samples.

• All the products were at eye level and at accessible
locations
• Prices were on tags quite easy to find. Some impulse
items were placed near the cash register-belts
• CUSTOMERS:
 Most customers came in alone, Adults (30s/40years) male.
 They go to different sections of the shop when they enter and
they spend an average of 15-20mins.
through.

INSIGHTS AND HIDDEN OPPORTUNITIES: SHOP TWO

• Some female products can be added so when
couples come in there will be some thing for
every one offered by the shop to choose from.
• The name should also reflect the nature of
their business.

SHOP THREE: PRAG BUY RIGHT SHOP

OBSERVATIONS : SHOP THREE
 The door was closed and I felt unsure whether to go in or
not.
 The font size was quite big , it says PRAG. It says a lot about
the store and product.
• ENVIRONMENT:
 White- wall, cream marble floor, not too high ceiling
Brightly lite, no music and it felt staid and cold.
 The store was sparse, has a distinctive smell, Cash register
located at the end of the shop, No visible security, I would
like to spend 5mins.
 The environment has an influence on the perceived value
of the merchandize

• PERSONNEL:
 Contact wasn’t initiated immediately the sales lady remained on her
seat till I walked up to her. Each customer was treated differently.
 Female / Male employees in their mid and late 20s and early
+ 30s. They make use of their products.
 No uniforms and sales reps don’t match the store’s image
• PRODUCTS:
 The first products I noticed Prag pressing irons, these were
centrally displayed. No items were on sale, products were
arranged by function and no free samples.
 All products were at easily accessible locations and no
segregation between expensive and cheap products. Prices
were easy to find on the tags. No impulse item near the cash
register.

• CUSTOMERS:
 Most customers came in twos Adults (30s/40years) male.
 They go to different sections of the shop and they spend
an average of 15-20mins.
through.

INSIGHTS AND HIDDEN OPPORTUNITIES: SHOP THREE

• Improve on the level of their customer service
delivery.
• They should have lots of options of products
• Create a welcoming and warm atmosphere to
drive sales.
• The products arrangement was faulty it makes
the shop look scanty and dry.

OBSERVATIONS : SHOP FOUR
 The doors were wide open. The font size was quite big , it
says SHOPRITE. It says a lot about the store and products.
• ENVIRONMENT:
 Cream- wall, cream marble floor, very high ceiling Brightly
lite, warm music and it felt very busy in there.
 The store was crowded with merchandize , has a
distinctive smell, Cash register located at the side close to
the entrance of the shop, visible security officials, I would
like to spend 1hour if I have the time.
of the merchandize

• PERSONNEL:
 No Contact was initiated. It was do it your self except you have an issue then you
have go out of your way to find someone who can sort you out. This takes wastes
part of your time.
 Ratio of 1:10 (one cashier to 10 customers)
 Female / Male employees in their mid and late 20s and early
+ 30s. They make use of their products.
 They had uniforms and sales reps match the store’s image
• PRODUCTS:
 The first products I noticed were Cakes, Pastries displayed on a table close
to the entrance left and fruits section on the right side, these were
centrally displayed. Lots of items were on sale, and products were
arranged by function. (Must have missed their free samples session either
for drinks, a new product or promo).
 All products were at easily accessible locations though some were a bit
high and no segregation between expensive and cheap products. Prices
were easy to find on the tags. Lots of impulse items near the cash
register.(Chocolates, etc.)
 I noticed a long queue for a particular product: Aunty’s Bread this is a daily
occurrence in all their branches.

• CUSTOMERS:
 Most customers came in groups Adults/children cuts
across all age grade male and female.
an average of 30mins-1hour some more.
 Most were on a mission while others were browsing
through.

INSIGHTS AND HIDDEN OPPORTUNITIES: SHOP FOUR

• Based on the queue for the bread it would be a good
opportunity to study the recipe for this particular product and
start up a bakery to meet up the ever increasing demand of
clients.
• Sales reps should be placed at strategic locations to help
clients have a stress free shopping experience as regards the
use of certain product.
This also is another business opportunity to customer services
agencies to help recruit hands to meet this need.
• fast track cash counters should be put in place as there was
non in sight. (if you have one item you queue as someone else
with 10 items)

OBSERVATIONS : SHOP FIVE
says CASA BELLA. It says a lot about the store and
products.(Female Products)
• ENVIRONMENT:
 White- wall, cream marble floor, not too high ceiling
Brightly lite, warm music and it felt peaceful there.
 The store was crowded with merchandize , has a
distinctive smell, Cash register located at the side close to
the end of the shop, visible security officials, I would like
to spend 30mins.
of the merchandize.

• PERSONNEL:
 Contact was initiated immediately.
 Ratio of 1:1 (one sales person to one customers)
 Female employees in their mid and mid /late 20s. They make use of their
products.
 They had uniforms (T-shirts) and sales reps match the store’s image.
(Very pretty well made up young ladies)
• PRODUCTS:
 The first products I noticed cosmetics and wigs , these were centrally
displayed. No item was on sale, products were arranged by function
and no free samples.
 All products were at easily accessible locations except some wigs
placed behind the cash counter a bit of segregation between
expensive and cheap products some expensive wigs were placed in an
enclosed show glass. Prices were not so easy to find on the products
they were placed behind the tags, so you need to pick up the product
to see the price or confirm from the sales reps.
 Lots of impulse items near the cash register.

• CUSTOMERS:
 Most customers came in alone Adults female 20s-30s
an average of 25-30mins some more.
through.

INSIGHTS AND HIDDEN OPPORTUNITIES: SHOP FIVE

• Start up a make up school based on the
products they sell.
• Have an in house make up studio for walk in
clients
• Extend services to male clients for manicure
and pedicure products instead of an all female
shop.

SHOP SIX: DIVA HOUSE OF
ACCESSORIES

OBSERVATIONS : SHOP SIX
says D - DIVA. It says a lot about the store and products.
• ENVIRONMENT:
 Pink/purple - wall, cream marble floor, not too high ceiling
Brightly lite, warm music. The store was crowded with
merchandize , has a distinctive smell, Cash register located
at the side close to the entrance of the shop, visible
security officials, I would like to spend 30mins.
of the merchandize

• PERSONNEL:
 Contact was initiated immediately.
 Ratio of 1:1 (one sales person to one customers)
 Female employees in their mid and mid /late 20s. They make use of
their products.
 They had uniforms (T-shirts) and sales reps match the store’s
image
• PRODUCTS:
 The first products I noticed Big colorful bangles , these were
centrally displayed. No item was on sale, products were
arranged by function and no free samples.
 All products were at easily accessible locations except some
earrings/ neck laces placed behind the cash counter and no
segregation between expensive and cheap products.
 Prices were easy to find on the tags. Lots of impulse items near
the cash register.

• CUSTOMERS:
 Most customers came in twos Adults female/male 20s-30s-
middle age male
an average of 15-25mins some more.
through.

INSIGHTS AND HIDDEN OPPORTUNITIES: SHOP SIX

• Offer products / accessories for male clients who come in with
their female partners.
• Be more creative in the arrangement of their products.
• Sales reps should use products that customers can easily
identify as their products.

Lab observation assignment

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Lab observation assignment