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ID number:204024
Published: 10.09.2012.
Language: English
Level: College/University
Literature: n/a
References: Not used
Table of contents
Nr. Chapter  Page.
  About Customer anthropology   
  Main results   
  Observation of store layout   
  Customer Observation   
  Suggestions for “Drogas”   

First of all, “Drogas” managers underestimate the importance of satisfying the needs of elderly people especially in our aging society. As observation clearly indicated there is a real need for solution of “small font” problem. It could be solved by standardising labels to make sure they all are large enough. Elderly people also need to have “their” products at their level of eyes, meaning that they should not be forced to bend.
Secondly, “Drogas” stores lack signs indicating sections and some sort of separation of similar products into categories. Even if the lack of sections is actually not so irritating due to a small size of typical “Drogas” store, still it creates greater irritation when one faces a lot of similar products that are not sorted by any criteria. For example, panty hoses could be sorted by dens or hair colours could be also sorted by a logical colour chord, instead of brands as it is now. In the observations the author noticed that very small share of people who were considering purchasing a hair colour actually didn’t use information materials (booklets) that were put near the goods. It just indicates that the information displayed for such complex products should be more appealing and user-friendly.
Thirdly, the tester zone should be redesign better fitting clients’ needs. In general, each tester stand should be designed to create maximum pleasure from the process of becoming more beautiful. The author believes that this area has a huge potential for sales when each stand reserves some place of privacy and allows the customer to experiment freely, perhaps, assisted by a professional.
Some minor suggestions from the author’s side are 1) introduce some simple activities for kids so that they wouldn’t whine and press the mum to finish her shopping earlier and 2) allow and incentivise customers to open products and smell them, especially those products which main quality is smell – deodorants, shower gels, salt for bath etc.

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