3. Observations
Eduardo Zorrilla
I visited more than 10 clothing
stores during the last week
The level of these stores were very
different:
From Primark (Low Level)
To Chanel (High level)
In the middle Zara, Springfield, Berska,
H&M etc
4. Main Observation
Eduardo Zorrilla
Despite of the customer is totally different
in each store, the behaviors are very
similar in all of them
6. Insights
Eduardo Zorrilla
All the doors were open, even in the stores
in the street (perhaps due to the “excelent
weather” in Spain)
The sign lettering outside the store is
becoming smaller and sometimes you
don’t know what store is until you are in.
The sense of smell is increasingly
important. The store takes care about this.
In all the stores have music that changes
depending on the quantity of people inside
7. Insights
Eduardo Zorrilla
Depending on the hour of the day and the
level of the store, the clothes are loosely
placed on the shelves.
The salesperson could be a customer, the
age were very similar.
The color and the light is very important to
buy.
In all cases, the cash register were not
located near to the door. Better in the
middle of the store.
8. Hidden opportunities /
Recomendations
Eduardo Zorrilla
More sales person are needed to cover the
necessities of the customers
To buy is more than a sensation, you have
to touch, feel and smell. Important to take
into account this (for some stores)
The same store in a different location or
with a different configuration can increase
the prices a high percentage. I.e a Chinese
bazaar with the philosophy of Zara could
sell more than we can imagine.
