IKEJA SHOPPING CENTER

LAB OBSERVATION

SHOP ONE: KIDS COUNTRY SHOP

OBSERVATIONS : SHOP ONE• BEFORE ENTERING THE STORE:

The store drew me in , the door was wide opened and I felt welcomed. The font size was quite big , it says kids store.

• ENVIRONMENT: Multicolor- wall, cream floor, not too high ceiling and it felt peaceful Brightly lite, yes eye catching goods on display. Very quiet, no music very warm. 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

OBSERVATIONS : SHOP ONE• PERSONNEL:

Contact was initiated immediately I stepped in, don’t think the sales person has any script to follow for each customer. Each customer was treated differently.

Ratio of 1:1 (one sales person to one customer) Female employees in their mid and late 20s. they don’t make use of their

products . No uniforms and they match the store’s image

• 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. .All the products were at eye level. Kids stationery were least accessible

because they were placed behind the counter.

OBSERVATIONS : SHOP ONE• 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.

No 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 they feel relaxed and welcome.

Some were on a mission while others were browsing through.

About 20% of customers purchased products

SHOP TWO: ENNZO ACCESSORIES

OBSERVATIONS : SHOP TWO• BEFORE ENTERING THE STORE:

The store drew me in , the door was wide opened and I felt welcomed.

The font size was quite big , it says ENNZO. It says Nothing about the store.

• ENVIRONMENT:White- wall, cream floor, not too high ceiling and it felt busyBrightly lite. I felt a bit out of place.Warm music at the back ground suits the environmentCrowded with merchandize, has a distinctive smellCash register located at the end of the shop, No visible

security, I would like to spend 15mins.

OBSERVATIONS : SHOP TWO 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 differently.

Ratio of 1:1 (one sales person to one customer) 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.

OBSERVATIONS : SHOP TWO• 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. No 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 50% of customers purchased products

SHOP THREE: PRAG BUY RIGHT SHOP

OBSERVATIONS : SHOP THREE• BEFORE ENTERING THE STORE:

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

OBSERVATIONS : SHOP THREE• PERSONNEL:

Contact was initiated immediately I stepped in, Each customer was treated differently.

Ratio of 1:1 (one sales person to one customer) 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.

OBSERVATIONS : SHOP THREE• 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.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 10% of customers purchased products

SHOP FOUR: SHOPRITE

OBSERVATIONS : SHOP FOUR• BEFORE ENTERING THE STORE:

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.

The environment has an influence on the perceived value of the merchandize

OBSERVATIONS : SHOP FOUR• PERSONNEL:

No Contact was initiated. It was do it your self except you have an issue then someone can come sort you out immediately.

Ratio of 1:20 (one cashier person to 20 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 fruits , these were centrally displayed.

Lots of 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. Lots of impulse items near the cash register.

OBSERVATIONS : SHOP FOUR• CUSTOMERS:

Most customers came in groups Adults/children cuts across all age grade male and female.

They go to different sections of the shop and they spend an average of 15-20mins some more.

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 98% of customers purchased products

SHOP FIVE: CASA BELLA

OBSERVATIONS : SHOP FIVE• BEFORE ENTERING THE STORE:

The doors were wide open. The font size was quite big , it says CASA BELLA. It says a lot about the store and 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.

The environment has an influence on the perceived value of the merchandize

OBSERVATIONS : SHOP FIVE• 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 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 and no segregation between expensive and cheap products. Prices were easy to find on the tags. Lots of impulse items near the cash register.

OBSERVATIONS : SHOP FIVE• CUSTOMERS:

Most customers came in alone Adults female 20s-30sThey go to different sections of the shop and they spend

an average of 15-20mins some more.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 70% of customers purchased products

SHOP SIX: DIVA HOUSE OF ACCESSORIES

OBSERVATIONS : SHOP SIX• BEFORE ENTERING THE STORE:

The doors were wide open. The font size was quite big , it says DIVA HOUSE OF ACCESSORIES. 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.

The environment has an influence on the perceived value of the merchandize

OBSERVATIONS : SHOP SIX• 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.

OBSERVATIONS : SHOP SIX• CUSTOMERS:

Most customers came in twos Adults female/male 20s-30s-middle age male

They go to different sections of the shop and they spend an average of 15-25mins some more.

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 80% of customers purchased products