Assignment 2 observation lab
- 1. Observation Lab If I have ever made any valuable discoveries, it has been owing more to patient attention, than any other talent. Isaac Newton: (1642-1727) Watson, Toa Payoh, Singapore Lynette Chua
- 2. Before you enter the store: • Yes, bright with wide variety of products • Door is open • Cosy • Sign is big and visible from far. Watson, look good, feel great • It’s a pharmacy
- 3. Environment: • White and bright. No frills. • Ceramic tiles. Facilitate movement and cleaning • Ceiling is high. Do not feel stress or pressured • Store has long white fluorescent. Very bright very clinical feel. Does not feel like an environment to hang around. • Not very loud. • People talking are causing the noise. • Store was about to close when I visit. Did not notice any music playing in the back ground. • Store is very cold. • Store is very crowded with merchandise, especially more so today as they are preparing for a member sales tomorrow. • Yes, store has distinctive smell. Suspect its coming from the beauty products sold. • The cash registers are located at one end of the store relatively close to the entrance • Store security is not very visible. The sensors at the entrances/exits are covered with product advertisement. Security cameras are small and attached to the ceiling. • 15 to 20 minutes unless I am looking for or considering whether to buy something • Yes, the environment influence the perceived value of the merchandise. If it looks and feel like a supermarket, it had better charge supermarket pricing.
- 4. Personnel: • Sales person did not initiate contact. Need to go grab the person in order to get some attention • No script. • No, treat different customers in the same manner. • Ratio is 1:5 • Employees mainly female. Age between 20s to 30s • Not apparent. • Yes, salespeople have a uniform • No, the salespeople do not match the stores image
- 5. Products: • Olay Regenerist Serum • No, central display table with featured products. Various block stacks all over the store. • Store preparing for storewide sales so sales items are dotted throughout the store.? • Yes, the products are organised in categories by function. • Yes, there are many free samples or demonstrations • There isn’t a specific patterns on the type of products at eye level but the high margin or high value items should be at eye level? • Bulky items are in the least accessible locations • Most expensive products are located at the cashier counter or on wall shelves. Least expensive items are located in bins near the cashier counter to promote impulse purchase. • Yes, prices of the products easy to find. Its located directly below the item. • Yes, there are impulse items near the cash register
- 7. Customers: • Most customers are alone. Some are with friends. • More female than male. Average age in their 20s to 30s. • Yes, the customers tend to walk in the same path and direction due to the arrangement of the aisle and products display. • Customers stay in the store, on average 15 to 20 minutes • Yes, customers touch the products. It is not encourage or discouraged. • There are both customers on a mission and browsing customers. • Most customers buy something from the store. Wide assortment.
- 8. Other Observations: • Store is more crowded with products than usual. • Products were still in their original carton boxes. • Block stacks littered throughout the store • Prominent promotion signs were being put up throughout the store. I thought the offer was already on and wanted to buy the items on special.