WHAT DO WE REALLY KNOW ABOUT STORES?

a сrtical analysis

YVES ROCHER

Goods have test samples!

Big letters and the nice logo;

I felt a nature in every step

ZARA

These mannequins opposite the store entrance

scare me...

White ceiling and floor - a good solution for Zara’s style.

PULL & BEAR

I think it’s good slogan for this shop.

The large entrance for a crowd of customers!

PULL & BEAR

Here is discount clothes.

The most visible and attractive part

of the store.

CHILDRENS’ WORLD

Here is «a corner of discounts»

The glass doors are always opened for children.

FOUR PAWS

But REMEMBER: You shouldn’t feed and touch

this fluffy guys!

Pretty animals and careful salesmen.

SPORTMASTER

Most of visitors are couples.

The big store with a wide range of sport

inventory.

SPORTMASTER

Are You ready for winter? If not - this seasonal products will

help you!

Here is impulse items at the cash desk.

TABLE

Criteria Yves Rocher Zara Pull&Bear

First Attitude Very comfortable atmosphere.

Serious format. The bold store!

Environment Much more aromas, than at other stores.

A little dark and gloomy interior.

Nice unobtrusive music and «a jeans smell» makes a special

mood.

Staff Very affable girls, they pay attention to each visitor.

Salers look friendly, but some of them do this only

on a formal level.

A young and kind staff, wich try help you in every

trifle.

Product Any product has a tester, there is also a impulsive...

Difficult to find «a corner of discounts».

Some prices difficult to find

CustumersAlmost totally are women between

16 and 60.

Most of people go to the store just for kill 10-15 min. of their free time.

Most of people are teenagers.

TABLE

Cretiria Children’s World Four Paws Sportmaster

First Attitude The huge sign, opened door, playful design.

A friendly brand style makes only positive opinion about

the store.

When you near the store you want make some

sport right now.

EnvironmentPlays a infantile music, it’s not

disturb, cash desk near entrance

There is not any music, but animals are too

noisy.

Nothing superfluous; some people can stay here more

than an hour.

StaffSalesmen tried don’t miss any customers, but forbid make

photos at the store.

Most of salesmen are girls aged by 18 to 23, they are very friendly.

Cheerful young people.

ProductThere is a special zone for

discount products; products put on functionality.

Less available are animals cages (they are

on a top of shelf).

Organized by kinds of sport.

Custumers Most of customers are couples, average are 30 y.o.

Can’t touch animals!Almost all people leave

the store with some purchase.

CHART

Also every store was appreciated on a scale from 0 to 10 points in each criterion:

0

2

4

6

8

10

First AttitudeEnvironment

StaffProduct

Customers activity

Yves Rocher Zara Pull & BearChildren’s World Four Paws Sportmaster

RESUME

Most comfortable and friendly to customers is Yves Rocher store

Many details of a store design influence to a potential purchaser, forming a subconcsious opinion

A store can get a good customer’s opinion only through a positive evaluation of all criteria

INVESTIGATE YOUR STORE!BE OBSERVANT -