Ethnographic Analysis Of A Retail Store

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Is the store layout, design and visual merchandising techniques used consistent with the exterior of the store and the location? What does it say about the type of store this is and the market it is trying to attract?

Yes, the store layout, design and visual merchandising techniques used consistent with the exterior of the store and the location. The store has fully showed it is a young but classy type of accessories shop as it played well with the colours. It is obvious that the market it is trying to attract are women at the age range from 16 years old to 30 years old.

Is the store's ambiance consistent with the merchandise presented And the your expectations as a customer?

Yes, the store environment gives out a young and fun vibe.

Does the …show more content…

It can play with more displays instead of just a normal printed backdrop.

Fixtures

Does the lighting highlight merchandise, structure space, capture a mood, or downplay unwanted features?

The lighting in the store did a good job on highlight the merchandise and also giving out the clean, tidy and fresh mood. The only thing about the lighting is it giving out too much heat, hence it lowered the shopping experience.

Are the fixtures consistent with the merchandise and the overall ambiance of the store?

Yes , they are.

What type of image do the fixtures portray?

A highlight and mood capture equipment.

Promotion

Evaluate the store's signage. Does it effectively sell merchandise?

The store’s signage is simple but it does effectively sell the merchandise.

Has the retailer used any theatrical effects to help sell merchandise?

No, it has not.

Does the store make creative use of wall space to sell product?

No, it does not.

Does the sales staff use suggestive selling?

No, they did not.

Is the sales staff friendly and helpful?

Yes, they are.

Is the image of the staff consistent with the image of the store?

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