Are you paying attention?

2nd Assignment

ARE YOU PAYING ATTENTION?

Starting data: status and date

-Mini shopping mall stores

-Situation 20km from the city center

-Economic level of the population: high

-Day of visit: Sunday October 28, 2012

-Time: 12:30 pm (Spain)

-Weather: Sunny, 20 º C

Mall scale model

main access vehicles

main access customers walking

in generall in the mall...

Generally in the mall..

It draws me in because it is a spacious, modern and bright mall

A variety of shops, supermarkets, cafes, etc.

The doors are always open

This make me feel Right. I can walk, watch stores from outside, but some are too full

The sign lettering is big

Most of the shops have signs visible from afar, I do not know fonts

The signs and the external image of the center invite to enter

shops visited..

BookstoreToysIceSales of specialty coffeeMens ClothingVideo gamesAccessories for haute cuisine

Before I enter the store.

The store invited to enter Because It's really nice! this make me feel free to snoop

The sign is suggestive, with unique typography and own brand

Information About Suggests clear what is being sold

Environment:About the color scheme of the store, the interior is white I think is appropriate to the type of product, it really

does not distract

The soil is derived from wood, especially the environment does not affect

About the ceiling is 3,5 m, right ,not too low or high

it´s really bright, the lighting is intense but not aggressive.

There isn´t too much noise, not music sounds

The temperature is pleasant. The store doesn´t have a distinctive smell

The store is full of merchandiseThe cash register is located near the entrance, on the left, the store security is not really visible

I stayed in this store about 20 min

I think that the environment influence the perceived value of the merchandise

Personnel:The seller does not initiate contact with customers. He has no script to each customer.

He says that every customer is different, but does not speak until the customer asks, basically collects books and answer whether it has a

particular book

Employees are men of about 30 years, not wearing uniforms, his image is poorly careful and do not identify the store

Products:

The first group of articles you see are commercial books and editing very striking: guinness records, collections, books with supplements

The books are divided into shelves, displays and tables.

The news, offers and best sellers in tables. Those closest to the case are top sellers

There are no samples but can browse the books in the store

At eye level are the most sensationalist and commercial books

Before I enter the store.

The store invited to enter Because It's really nice! this make me feel free to snoop.

The sign is suggestive, with unique typography and own brand

Information About Suggests clear what is being sold

Personnel:

The seller initiate contact with customers. He has a script to each customer and

he says that every customer is different, and he explains about the most indicate products for

each children age He speaks when the "mini- customer" asks him and answer whether it has a

particular toy

Employees are young of about 30 years, they wearing t-shirt and apron uniforms, his image is

carefully and identify the store. They are really nice

Products:

The toys are sorted by age and theme They are placed on shelves and tables

There is too much merchandise for the size of the store

They are own brand or other brands that fit their Image

At eye level are small toys for children to ask their parents to buy them

Environment:

About the color scheme of the store, the interior is blue I think is appropriate to the type of

product.

The soil is ceramic, the environment does not affect especially

About the ceiling is 3,00 m. I think it´s right ,not very high.

It is really nice, the lighting is not very intense but enought.

There isn´t too much noise, it sounds music that you can buy inside

The temperature is pleasant. The store doesn´t have a distinctive smell

The store is full of merchandise

The cash register is located at bottom, the store security is not really visible

I stayed in this store about 15 min

I think that the environment influence very much the perceived value of the merchandise

Before I enter the store.

The store invited to enter do because it's not really nice.

The sign do Suggests clear what is being sold Environment:

About the color scheme of the store, the interior is beige, brown and orange

I think is Appropriate for the biggest stores of this firm but not for the visited.

The soil is ceramic, the environment does not affects

especially

About the ceiling is 3.00 m. I think it's right, not very high.

Most of the lights are off, only around the bar are on

There is not too much noise, it sounds music

The temperature is pleasant. The store have a distinctive

sweet smell

There is a "high level" Ice Cream Store

The cash register is located on the right, the store is not

really visible security

I stayed in this store about 3 min

I do not think That Influence the environment very much

the value of the merchandise Perceived

Personal:

The seller Initiate Contact with customers. She has a

script to each customer and

He Says That every customer is different, and she

Explains about the ingredients and products for each

MOST Indicate, children, adults, etc. to

Employees are women of about 30 years, wearing t-

shirts They and apron uniforms, his image is Carefully

and Identify the store.

Products:

The ice cream is during winter complementary of cakes, other kind of

desserts, drinks, etc

At eye level are the ice cream and a blackboard with off site

suggestions

Before I enter the store...

The store invited to enter Because It's really nice! this make me feel free to meet new varieties of coffee and even taste them at the store

The sign is suggestive, with unique typography and own for the branding, has really very cool outside image

Suggests it clear what is being sold

Environment:

About the color scheme of the store, the interior is white with a big brown fourniture keeping all varieties of coffee. I think is Appropriate to the type of product, it really does not distract

The soil is derived from wood, the environment does not Affect especially. The ceiling is 3.5 m. It's really bright, the lighting is intense but not aggressive.

There is not too much noise, not music sounds

The temperature is pleasant. The store have a distinctive smell of coffee.

The store is full of merchandise

The cash register is located near the entrance, on the left, the store is not really visible security

I was in this store 20 min

I think the environment that Influence the Perceived value of the merchandise. It´s like a jewlery

Personal:

The seller always initiate Contact with customers. I have no script to each customer.

The personnel are very polite

That He says every customer is different and They try to suggest them all and

also registered customer's ideas or questions

Employees are men and women of about 30 years, they wearing uniforms,

his image is careful and they Identify the store

Products:

The products are classified

Every customer has a personal tab in a database where registred they preferences

and others items

The capsules are divided into shelves

The news and offers are on a table.

There are samples

At eye level are a big display with a photo of George Clooney

Before I enter the store...The store invite to enter The sign is not very suggestive, outside shop offered a nice and specialized image It suggests clear what is being sold

Environment:About the color scheme of the store, the interior is white with black fournitures keeping all clothes. I think is appropriate to the type of product, it really does not distract

The soil is derived from wood, the environment does not affect especially. The ceiling is 3,5 m. the lighting is correctThere isn´t noise and not sounds musicThe temperature is pleasant. The store have a distinctive male smell The store is full of merchandiseThe cash register is located at the bottom, the store security is visibleI was in this store 10 minI think that the environment influence the perceived value of the merchandise

Personnel:The seller always initiates contact with customers, she has no script to each customer. The personnel are very nice and politeShe says that every customer is different and they try to suggest them and also registered all customer´s ideas or questionsEmployees are women of about 55 years, she isn't wearing uniforms, her image is careful and correct

Products:The products are classifiedThe news and offers are on tables. There are special offers on sunday because the mall hasn´t got enough customers in that dayAt eye level are ties and other complements

Before I enter the store...The store invite to enter if you are very interested in video gameThe sign is not very suggestive, outside shop offered a nice and specialized image It suggests really clear what is being sold

Environment:About the color scheme of the store, the interior is clear fournitures keeping all the games. I think is appropriate to the type of product, it really does not distract

The soil is derived from wood, the environment does not affect especially. The ceiling is 3,0 m. the lighting is correctThere is noise and not sounds musicThe temperature is pleasant. The store don´t have a distinctive smell The store is full of merchandiseThe cash register is located at the bottom, the store security is visibleI was in this store 5 minI think that the environment influence the perceived value of the merchandise

Personnel:The seller don´t initiates contact with customers.She only place the games and answered the questions. She is not very politeShe says that try to suggest them and also registered all customer´s ideas or questionsEmployee are women of about 23 years, she isn´t wearing uniforms, her image is careful but not very much

Products:The products are classifiedThe news and offers are on tables. There are special offers on 2nd hand products but not in new oneMost of the products are At eye level

Before I enter the store...The store invite to enter even if customers are not interested in such special itemsThe sign is not very suggestive, but outside, the shop offered a very nice and specialized image It suggests really clear what is being sold

Environment:About the color scheme of the store, the interior is mainly in orange, the main color for the products. I think is very appropriate to the type of product, it really does not distractThe soil is ceramic, the environment does not affect especially. The ceiling is 3,0 m. the lighting is correct There isn´t noise and not sounds musicThe temperature is pleasant. The store is full of different merchandise but not so filled that is well placedThe cash register is located at the left, the store security is not visibleI was in this store during about 15 minI think that the environment influence the perceived value of the merchandise

Personnel:The seller initiates contact with customers, she places the things carefully and answered the questions. She is very very politeShe says that try to suggest them and also registered all customer´s ideas or questions. She brings new ideas to the storeEmployee are women of about 30 years, she wearing uniforms, her image is careful

Products:The products are classifiedThe news and offers are on the tables with a display. There are special offers Most of the products are at eye level

final impressions..

● After observing the different stores and listening to employees, it seems as if most of the shops would

work according to their identity.

● There is no clear identity mall with joint actions and ongoing marketing and events to attract more

customers.

● The common spaces are underutilized.

● The mall needs a unifying brand action