1. OBSERVATION LAB
Location: Madrid, Spain
Date: Friday
Time: 5 pm
M·A·C SIX
KIKO UNO de 50
Make up Accessories & Jewelry
6 stores
Montera Tattoo TOP SHOP
Piercing & Tattoo Studio Fashion Clothing

2. BEFORE ENTER All the stores
OBSERVATION LAB THE STORE
have the doors
open
ENVIRONMENT
of the stores have ALL have the store security is
90% the walls WHITE MUSIC playing practically INVISIBLE
Cash register are
located at the END
is NOT ALLOW
HIGH ceilings. of the stores
to take photos
Spaciousness
In TOP SHOP is located in the stores
NEAR to the door

3. OBSERVATION LAB INSIDE THE STORE...
PERSONNEL PRODUCTS
the first products
in all the stores the the products are
that you notice are
personnel are GIRLS, arranged by FUNCTION
except in Montera and in the make up
in 5 of the 6 stores SALES stores also by COLOR
Tattoo where are BOYS have a UNIFORM
level
100%
in all the stores there the most EXPENSIVE
2 min
tester
are TESTERS of the products are located
the sales person products or SAMPLES at level eye
ALL of them USE the initiate contact in
PRODUCTS of their store LESS than 2 MINUTES

4. OBSERVATION LAB CUSTOMERS
Most of people appear to be on a mission and walk in the same direction
AVERAGE AGE GENDER PERCENT of people who BUY
something in the store
MAC
MAC
KIKO 16-35 the customers don’t
80% KIKO
SIX use to go ALONE.
TOP SHOP MONTERA TATTOO
They go with FRIENDS
UNO DE 50 25-45 40%
TOP SHOP
SIX
MONTERA average of TIME
TATTOO 15-25 10 min they are in the store 20% UNO DE 50

5. OBSERVATION LAB
CONCLUSIONS
People think they are free when purchasing but this is not true.
They are not aware that there are a lot of factors that influence them to act
in a certain way.
The sign lettering, the lights, the colors, the music, the personnel...
everything have a pattern to try influence people to consume.
The stores that have better study what should be the pattern and apply it well
are those that receive more benefits.