Shop layout design analysis - case of localized coffee shops. - J

A2(S)-5
Shop layout design analysis case of localized coffee shops.
Keita Yasui (mail@yasuikeita.com)1
1
Design Ergonomics Research Group
ABSTRACT
Introduction: I surveyed whether the coffee shop is designed differ according to location. Method: The method is
composed of two parts: Gathering findings and Analysis of findings. Gathering findings: Findings are gathered by direct
observation, at four coffee shops at Osaka. Analysis of findings: data analysis for customers and shops using the
mathematical quantification theory class III, sentence completion test(SCT) and formal concept analysis (FCA).
Results: Results were obtained by dividing into three, customer characteristics, shop characteristics, customer and shop
relations. Customers characteristics at four shops mapped to two axes (purpose (work-conversation) and staying time
(short-long). Shop characteristics also summarized the concept of the shop which gathered 4 shops. To visualize the
relationship between the customer and the shop by formal concept analysis (FCA). Conclusion: As the result of analysis,
shops were designed too carefully for each area. Then, the coffee shop observed has been carefully attentive to local
consideration at each level in three layers of "common consideration", "customer consideration" and "local
consideration".
Keywords: Observation, Sentence completion test (SCT), Formal Concept Analyisis (FCA), Shop layout
1. Introduction
I surveyed whether the coffee shop is designed differ
according to location. To improve customer satisfaction, it
is considered that the service industry is designing shops for
local area, but since the shops’ management strategy is
basically unpublished. Therefore, I developed observation
and analysis method by direct observation.
2. Method
The method is composed of two parts: “Gathering
findings” and “Analysis findings”.
2.1 Gathering findings
Findings are gathered by direct observation, at four
coffee shops at Osaka (Shop A, Shop B), Hyogo (Shop
C), Kyoto (Shop D) in Japan.
Observation is done from quantitative and qualitative
point of view using two formats. Researcher noted the
memos using the two formats for the customer
characteristics (sex, age, purpose, staying time, number
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人間工学 Vol.53, Supplement ('17) of people in group etc…) and shop characteristics (good
point in the environment and employee operation).
2.2 Analysis of findings
(1) Data analysis for customers
Customer characteristics are grouped by mathematical
quantification theory class III as category data on
customer's purpose and staying time.
(2) Data analysis for shops
Since the observation data is free description, it is divided
into the item and its function using the sentence
completion test (SCT) to equalize granularity, and the
virtual shop structured concepts of each shop made with
them.
This SCT is adapted the format which is “Because [ ],[ ]
is [good/bad]”.
(3) Understand the relationship between customers and
shops’ characteristics
Each analysis data is analyzed by formal concept
analysis(FCA) to extract common items.
Formal concept analysis is one of data analysis methods
and is a method that can analyze the conceptual structure
based on mathematics.
3. Results
Results were obtained by dividing into three, customer
characteristics, shop characteristics, customer and shop
relations.
3.1 Customer characteristics
I observed various customers at 4 shops and mapped the
purpose, staying time and other characteristics of each
customer using the quantification methods class III. For
example, grasped customers’ purpose are “Eating food”,”
Operating the mobile phone”,” Listening to music”,” Reading
magazines / books”, “Studying”, “Talking with friends”, and
so on.
Customers at four shops mapped to two axes (purpos
e (work-conversation) and staying time (short-long)
(see fig.1). The characteristics of customers are also stro
ngly related to the characteristics of shops. For example,
in Shop C (Hyogo), there is space to settle down alon
e like a hideout. Therefore, it has a long staying time a
nd is suitable for reading books.
Fig.1 customer characteristics in four coffee shop.
3.2 Shop characteristics
Characteristic of shop can be analyzed by structuring 4
shops findings by free texts using sentence completion test
(SCT). While clarifying the concept of each shop (see fig.2
), we also summarized the concept of the shop which gathe
red 4 shops. Characteristics of each shop will be clarified.
Fig.2 Shop design concept – Osaka (Shop A)
3.2.1 Shop A (Osaka)
The shop has shop characteristics such as "calm space",
"casually drop in" and "Concentrate on personal tasks",
customer characteristics such as “short staying time”, “time
crushing and time adjustment”, and the top-level shop
concept of "Short immersive work space".
3.2.2 Shop B (Osaka)
This shop is located in an entertainment facility, and has
shop characteristics such as "the space where you can enjoy
conversation" and the top-level shop concept of "comfort
conversation space".
Fig.3 Shop design concept – Osaka (Shop B)
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3.2.3 Shop C (Hyogo)
This shop has shop characteristics such as "relaxed
space" "casually drop in", "bright room", "casual
atmosphere", customer characteristic such as a purpose
and stay for a long time , and the top-level shop concept
of "Relax personal space".
3.2.4 Shop D (Kyoto)
This shop has "Kyoto stylish", "Settling space", "I
want to enjoy conversation", and as the customer
characteristics are many tourists, the top concept is "
Hospitality for tourists ".
3.3 Customer and shop relations
Fig.4 Shop design concept – Shop C (Hyogo)
To visualize the relationship between the customer and th
e shop by formal concept analysis (FCA). With FCA, it is sh
own how many shops are applicable for a certain item, items
that apply to all shops at the top, and single shop items at th
e bottom. Hasse diagram generated by FCA is shown in fig.
Hasse diagram is complex, so we prepared simple reinterpret
ation (See fig 7)
Items concerning customers and shops obtained were
classified (common consideration, customer consideratio
n, local consideration) by the following three layers.
3.3.1 Common consideration
(common items: 75% higher)
There are items such as “employee operation is With
FCA, it is shown how many shops are applicable for a
certain item, items that apply to all shops at the top, and
individual shop items at the bottom “hospitality
operation”, “findable from outside”, and “casually drop
in”.
Fig.5 Shop design concept – Shop D (Kyoto)
3.3.2 Customer consideration
(common items: 25-75%)
This items with different shop policies are gathered
in this layer. Customer types are extracted 2 types: “for
working” or “for relaxing”. Tables, chairs and space is
designed for each type.
Fig.6 The Hasse diagram generated by FCA
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人間工学 Vol.53, Supplement ('17) 3.3.3 Local consideration
(common items: 25% lower)
It is a feature only in some shops. For example, there are
Kyoto, wide passageway (large luggage is easy to move) and
big table (easy to talk with in large numbers). These are
special considerations for tourists.
3.4 Mixed shops design concept
The mixed shop design concept (see fig.8) was generated
from the each shop design concept organized common items
. The shop characteristics and customer characteristics were
categorized into "common consideration", "customer consid
eration" and "local consideration".
Common considerations include Hospitality and Finda
bility. The goodness of correspondence of the staff and
easy to find the shop can be said for any shop.
For customer consideration, it is necessary to change
the space according to the purpose desired by customer
s. It is a job or a conversation.
Regarding local consideration, it is necessary to desig
n the entrance, interior, space (layout) according to the l
ocal unique context.
Fig.7 Simplified the result of FCA
4. Conclusion
As the result of analysis, shops were designed too carefully
for each area. When we looked at the coffee shop we observed,
a comfortable space corresponding to the area was extracted.
Then, when examining the relationship between customer
characteristics and shop characteristics, the coffee shop
observed has been carefully attentive to local consideration at
each level in three stages of "common consideration",
"customer consideration" and "local consideration".
Fig.8 Mixed shop design concept
References
Osamu Suzuki, Toshiaki Murofushi, "Formal concept analysis introductory / support software / applied -", intelligence and
information, Japan Intelligence Information Fuzzy Society, Vol. 19, No
2, pp 103, 2007.
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