Are you paying attention?

Debenhams

Part of Liverpool One Complex Pedestrianised area at front - access for vehicles at rear Opposite 2 bus stops in a one way system and at the end of 2 pedestrianised streets

l;iverpool One Shopping Area/Centre

Fancy Light Fitting

Serif Font Times New Roman

French spelling of Cafe

Automatic doors

Large Lobby 2 up escalators, 2 down Up escalators more conveniantly placed - opposite doors Stairs positioned to the left

Display of products for sale There are lots of displays of products for sale towards the entrance to lure people in. The products for sale are situated futher into the shop.

Visible CCTV

Display near lifts Visible CCTV

Mirror

Tissues

Chair for testing products

Safety Information

Christmas decoration

Provide subconcious route

Different chair for different makup stands

Floor information

Large Atrium Each floor is visible which draws you in. There are modern escalators that are shiny, not just lights. The lifts are clear to provide the same experience as on the escalators

Fabulous Darhling

Expensive tiles

High Street Brands

Up-Up escalators

Each member of staff from each different makeup brand had a different uniform. Some wore suits, some wore dresses and some looked like air hostesses. Each makeup counter also had a separate till. This provides a unique buying experience for each counter. There were come free sweets at the Urban Decay counter. There are demonstrations, but you tend to have to buy a product, or pay for a taster session. The shop also smelt very nice. There was a lovely aroma from all the different perfumes. However, the prices werent on display (or easily viewed). This made you feel awkward to ask. The sales assistants didnt initiate conversation because they were talking, although they normally do. This is because of the high ratio of staff to customers. It doesnt encourage me to purchase anything however. The employees tend to be 20-40, blond, which styled hair and makeup. The customers were young females who tended to be by themselves. There were no products that were too low or too high. Most products were at eye level with the odd more expensive makeup set higher up. The spaces below were either empty or contained spare items.

Display products

Personal Shopper

Modern technology

Display

Primark is a large international brand of retailers which originated in Ireland. It has grown immensely since about 2005 in the UK. For many, it is the first place they think of for buying cheap clothes and has gained a bad reputation because of this. A common nickname is Primarni amongst others. It caters for the young although all ages use the shop for products such as nightwear and knitwear. The font is a modern sans serif font which changed recently from the more traditional serif font. The store draws you in. The door is permanantly open. There are no automatic doors, although even these would be impractical because of the shear amount of customers entering and leaving. There is not a foyer inside the building. However, it still draws you in because the doors are constantly open. The sale items are placed on a table directly infront of the door. This gives customers the idea that they will just pop in and end up spending money. The mass of customers says that this company is important and they play a large part of the British High Street.

One of the few displays of merchandise. The arent many displays in Primark and the few that there are are basic. The window is an ideal place as customers do not have an opportunity to ruin it.

The colour scheme inside is basic. It is mainly white although there are plenty of spotlights. The flooring is shiny tiles, although these arent as elaborate and the glitter tiles that were in Debenhams. Because of the mass of customers it is a very warm environment. There is no music but the building is loud due to chatting.

The shop is crowded with merchandise. It could not be described as sparse. Every spare inch has merchandise. The aim for staff is to get as much stock out because it will be gone as quickly as it is put out. The staff wear all black and the men wear a coloured tie. They do not initiate contact as there is no need too, there are far more customers actually purchasing items than staff members. This matches the stores image, cheap but fashionable. The staff members are both male and female and they tend to be around 16-25. Both males and females work in the male and female departments.

Densely Packed

The price labels are very easy to see. Especially for sale items. However, they are not as easy to see on the product themselves as customers tend to rip the label off.

Every square inch is utilised

Easily read price labels

Visible CCTV

Security guard

First rack that the customers see. This normally contains sale items. Items are both low, eye level and high.

Up-down escalators force customers to walk round the entire floor to get to the next up escalator. This creates queues where customers are looking at stock and people are trying to get past.

Safety warnings.

Basic mannequins

Basic mannequins

Sale items highlighted in a red box.

High up products

Busy shop

Queue of traffic trying to get on the escalator when the column is in the way.

Long queue Impulse purchases: sweets, socks, makeup remover, vaseline

Information signs

More intuitive usage of space

Impulse buys

Long queue

Modern thin sans serif font. Streamlined with the traditional colours of the brand.

Marks & Spencer Primark

Two quite opposite brands directly opposite each other.

Closed door

Automatic door which is inviting and more practical for fewer customers.

Display of products

Visible security

Medium sized foyer

Famous models

Christmas decoration

The staff wear a Marks and Spencer uniform which is a polo shirt with Marks & Spencer embroided on. The demographic of the customers in more middle-aged to elderly and the staff members tend to be more middle-aged although there are younger weekend staff. The first products that you notice as you go in are the displays. These are better quality than Primark and more of a feature than just a showcase of the products.

Queue

Christmas decorations

Older customers

The shop is still busy but not as busy as Primark

Emptier tills

Easy to read guides

Displays are more of a feature in their own right rather than just a showcase of the products.

Tesco is the largest brand of Supermarket in the UK. This is a Tesco Superstore as opposed to a Tesco Metro, although it is still quite small. It is not situated in a pedestrianised area, which is different from the other case studies. The traffic flow is quite large and there are several buses and taxis that pass. The shop is mainly used by workers near by or students that live near, but it isnt large enough for a family, particularly if they have a car.

Several different fonts: Tesco font, superstore font, Tesco text font, Liverpool One font

Topical display is the first thing a customer sees

Buffer area to keep the temperature controlled inside

Large posters

Walkalators for trolleys

Lots of promotions

Easy to find items

Baskets of produce

Easy to read price labels

High up products

Basic decoration Tesco know that customers will shop there if it is the cheapest and most convenient as food is a necessity. Therefore they do not have to worry as much about the decoration to draw customers in

Visible security

Modern lit up font which looks fashionable. There is no door as the shop is slightly enclosed. This draws customers in.

This shop had a definite colour scheme of dusty pinks, browns and purples. The attention to detail and the colours show the brand is fashionable.

Very topshop models

Staff members dont wear a uniform. They were products from the shop itself Tills

There were staff everywhere so I couldnt take many pictures. Also as the staff dont have a uniform, they wear Topshop attire, it was hard to establish who was staff and who were customers.

Mannequins with Topshops desired proportions. Long thin. shapeless legs.

Home Bargains is a brand started in Liverpool, it is mainly a Northern England brand specialising in products that are close to the best before date, although the same lines are normally stocked. Colloquilly called Home and Bargain because it was the original name Bold capitalised font

Perfume display

Pedestrianised street (daytime)

Product recall notice

Posters for local events

Stock piled high

Simple tills

Serve another customer whilst the first is bagging up

The first items that the customer sees are immediately by the door. They are offers. Then it is makeup, hygiene, medicines and present sets.

Seasonal costumes

The prices are easy to see.

Customers have to follow a one way system towards the tills. They have to go to the top of the first aisle and down towards the till. The entrance doesnt connect to the exit.

Crate left from stocking up. Stocking up needs to be carried out frequently as stock is sold quickly.

High up products

Christmas stock

Older customers

Rubbish from stocking up

The staff members are mainly full time workers which are middle aged. They were a uniform which consists of a black shirt and black trousers.