Observation Lab Target:

Before you enter the store: Does the store draw you in? If so, how?

The color of the store is red. The door frames are red. The logo of the store is an actual target sign. Entrance is rather big. Is this to show grandeur and thus adding to the mentality of wanting to go in. Is the door open or closed?

Closed, but automatic. How does this make you feel?

Initially, it is off putting because it’s closed and not welcoming, but when the doors open, it creates an air of luxury. How big is the sign lettering and in what font?

Extremely big for aesthetic and localization purposes. The font looks like Helvetica. What does it tell you about the store?

It’s rather generic, nothing special. Using big logos and Helvetica is boring. Creativity is needed. Environment: What is the color scheme of the store? How does this affect you?

Red, it’s rather invigorating. It’s the color of passion, sex, and energy. What type of floor does the store have? How does this effect the environment?

Plastic tiles. White and black partitioning the sections in the store. How high is the ceiling? How does this feel?

Rather low, comparing to what the actual roof height it. It creates a comfortable feel. How brightly lit is the store? How does this affect you?

It’s lit with soft lighting. Not fluorescent. This is more inviting compared to having it too bright. How loud is the environment?

Moderate What is causing the noise?

Registers, customers talking, air convection system. Is there music playing? If so, does it fit the environment?

Yes, it’s a radio station, it’s rather generic. Is the store warm or cold?

Cool Is the store crowed with merchandise or is it sparse?

Crowded. Does the store have a distinctive smell?

No Where is the cash register located?

Near the entrance to the left. How visible is the store security?

Not very visible. How long do you want to stay in this store?

10-15 minutes Does the environment influence the perceived value of the merchandise?

Yes, I figure the price range is from 5-10. Personnel: How long does it take before a sales person initiates contact?

NA Does the salesperson have a script to follow with each customer?

Yes Does the salesperson treat different customers differently?

NA What is the ratio of salespeople to customers?

Depends on the time, 1:2 to 1:5 What age and gender are the employees?

Typically teens to thirty. Mix between male and females. Are the salespeople using the store products?

Yes Do the salespeople have a uniform?

Yes Do the salespeople match the stores image?

Yes Products: What is the first product that you notice?

The cheap products, they are put in front of the store. Is there a central display table with featured products?

Yes Where are items that are “for sale” located in the store?

In the front of the store How are the products arranged? By function? By price? By color?

By function and general relation to each other. Are there free samples or demonstrations?

no What products are at eye level?

The cheap and midpriced items. Also the products that are less likely to sell, variable products.

What items in the store are in the least accessible locations?

Bigger objects such as exercise equipment. Where are the most and least expensive products located?

Least – at the front Most – at the corners of the store/room.

Are the prices of the products easy to find?

yes Are there impulse items near the cash register?

yes Customers: Are most customers alone or with someone else? What is the relationship?

Typically a family store. What is the average age and gender of the customers?

Since it’s a family a range from 3 – 45, though there are outliers. When a customer enters the store, do they tend to walk in the same path or direction?

yes How long do customers stay in the store, on average?

30-45 minutes Do customer touch the products? Is this encouraged?

Yes, yes Do most customers appear to be on a mission or are they browsing?

Depends. But typically browsing. What percent of customers purchase products in the store?

90%

Thrift Store

Before you enter the store: Does the store draw you in? If so, how?

It doesn’t really. Nothing special about it. Is the door open or closed?

closed How does this make you feel?

Unwelcomed, you have to push open the door. How big is the sign lettering and in what font?

Compared to target, smaller. I don’t know the font, but it’s generic, nothing special with it. What does it tell you about the store?

It’s not a generic band, and it doesn’t want to impress you with it’s aesthetics. Environment: What is the color scheme of the store? How does this affect you?

Grey, depressed What type of floor does the store have? How does this effect the environment?

Plastic white tiles. They turned grey with time. It adds to the depressing mood. How high is the ceiling? How does this feel?

Ceiling is rather high, it’s a very an isolated feeling. How brightly lit is the store? How does this affect you?

Uses fluorescent lighting. How loud is the environment?

Moderate. What is causing the noise?

Clothes moving around, customers. Is there music playing? If so, does it fit the environment?

Yes, from an actual radio station. Is the store warm or cold?

warm Is the store crowed with merchandise or is it sparse?

crowded Does the store have a distinctive smell?

Yes Where is the cash register located?

At the entrance to the right. How visible is the store security?

no How long do you want to stay in this store?

30 minutes Does the environment influence the perceived value of the merchandise?

yes Personnel: How long does it take before a sales person initiates contact?

NA Does the salesperson have a script to follow with each customer?

NA Does the salesperson treat different customers differently?

No What is the ratio of salespeople to customers?

15:1 What age and gender are the employees?

Teens to forties, typically female, some males. Are the salespeople using the store products?

no Do the salespeople have a uniform?

yes Do the salespeople match the stores image?

yes Products: What is the first product that you notice?

clothes Is there a central display table with featured products?

no Where are items that are “for sale” located in the store?

no How are the products arranged? By function? By price? By color?

Function. Are there free samples or demonstrations?

no What products are at eye level?

The clothes, no real organization. What items in the store are in the least accessible locations?

The jewelry and expensive items. Where are the most and least expensive products located?

Most – in the back in a case,

Least, all around the store. Are the prices of the products easy to find?

yes Are there impulse items near the cash register?

no Customers: Are most customers alone or with someone else? What is the relationship?

alone What is the average age and gender of the customers?

Female 30s to 40s When a customer enters the store, do they tend to walk in the same path or direction? -

typicallys How long do customers stay in the store, on average?

1 hour Do customer touch the products? Is this encouraged?

yes Do most customers appear to be on a mission or are they browsing?

browsing What percent of customers purchase products in the store?

90%

Costco:

Before you enter the store: Does the store draw you in? If so, how?

Yes, open doors and a welcoming crew Is the door open or closed?

open How does this make you feel?

welcoming How big is the sign lettering and in what font?

Very big and the font is bold and italicized. It’s red, again with invigoration. What does it tell you about the store?

It’s something different, at least it has originality and amiability.

Environment: What is the color scheme of the store? How does this affect you?

Grey and blue. What type of floor does the store have? How does this effect the environment?

Grey concrete How high is the ceiling? How does this feel?

Very high, not very warm. How brightly lit is the store? How does this affect you?

Yes, shows that they can display their products proudly. How loud is the environment?

loud What is causing the noise?

People talking, machines moving around. Is there music playing? If so, does it fit the environment?

no Is the store warm or cold?

cold Is the store crowed with merchandise or is it sparse?

crowded Does the store have a distinctive smell?

no Where is the cash register located?

And the exit of the store How visible is the store security?

Visible, at the entrance of the store How long do you want to stay in this store?

45 minutes Does the environment influence the perceived value of the merchandise?

No Personnel: How long does it take before a sales person initiates contact?

Initially. Does the salesperson have a script to follow with each customer?

yes Does the salesperson treat different customers differently?

no What is the ratio of salespeople to customers?

1:20 What age and gender are the employees?

Varies from teens to elderly Are the salespeople using the store products?

yes Do the salespeople have a uniform?

yes Do the salespeople match the stores image?

yes Products: What is the first product that you notice?

TV’s, clothes, and jewelry Is there a central display table with featured products?

yes Where are items that are “for sale” located in the store?

no How are the products arranged? By function? By price? By color?

function Are there free samples or demonstrations?

yes What products are at eye level?

All products What items in the store are in the least accessible locations?

None Where are the most and least expensive products located?

Expensive at the corners, cheaper in the middle Are the prices of the products easy to find?

yes Are there impulse items near the cash register?

yes Customers: Are most customers alone or with someone else? What is the relationship?

Family What is the average age and gender of the customers?

Children to adults When a customer enters the store, do they tend to walk in the same path or direction?

yes How long do customers stay in the store, on average?

hours Do customer touch the products? Is this encouraged?

Yes, yes Do most customers appear to be on a mission or are they browsing?

Browsing and mission. Depends. What percent of customers purchase products in the store?

99% Nordstrom:

Before you enter the store: Does the store draw you in? If so, how?

Yes, it looks extremely classy Is the door open or closed?

Open, no doors How does this make you feel?

Free How big is the sign lettering and in what font?

Big, slim Helvetica, lit. What does it tell you about the store?

Classy. Environment: What is the color scheme of the store? How does this affect you?

White, black, cream What type of floor does the store have? How does this effect the environment?

Marble. Makes it a higher tier clothing store. How high is the ceiling? How does this feel?

Relatively high but retains warm feeling How brightly lit is the store? How does this affect you?

Dimly lit, enough to see products clearly, but ambient lighting is used. How loud is the environment?

Relatively loud. What is causing the noise?

Customers and music Is there music playing? If so, does it fit the environment?

Yes, yes Is the store warm or cold?

cool Is the store crowed with merchandise or is it sparse?

Relatively sparse compare to other stores, but enough merch. To have a variety. Does the store have a distinctive smell?

no Where is the cash register located?

In various location within sections of the store. How visible is the store security?

Not visible How long do you want to stay in this store?

30-45 minutes Does the environment influence the perceived value of the merchandise?

yes Personnel: How long does it take before a sales person initiates contact?

Almost immediateliy Does the salesperson have a script to follow with each customer?

yes Does the salesperson treat different customers differently?

possibly What is the ratio of salespeople to customers?

1:4-5 What age and gender are the employees?

Middle-aged males and females. Are the salespeople using the store products?

yes Do the salespeople have a uniform?

Business clothing Do the salespeople match the stores image?

yes Products: What is the first product that you notice?

Shoes, bags, clothing Is there a central display table with featured products?

yes Where are items that are “for sale” located in the store?

Next to non-sale items on racks How are the products arranged? By function? By price? By color?

function Are there free samples or demonstrations?

yes What products are at eye level?

The distinguished exclusive items What items in the store are in the least accessible locations?

NA Where are the most and least expensive products located?

Least – at the entrance, Expensive – in the middle

Are the prices of the products easy to find?

sometimes Are there impulse items near the cash register?

no Customers: Are most customers alone or with someone else? What is the relationship?

Alone or with friends What is the average age and gender of the customers?

20’s-60’s typically women When a customer enters the store, do they tend to walk in the same path or direction?

no How long do customers stay in the store, on average?

hours Do customer touch the products? Is this encouraged?

Yes, sometimes Do most customers appear to be on a mission or are they browsing?

Browsing What percent of customers purchase products in the store?

40% or lower.

Apple:

Before you enter the store: Does the store draw you in? If so, how?

Yes, glass door Is the door open or closed?

open How does this make you feel?

welcomes How big is the sign lettering and in what font?

No fonts, just the logo. What does it tell you about the store?

It is a household brand that needs no introduction. Environment: What is the color scheme of the store? How does this affect you?

Concrete, glass, and wooden tables. Simple, at ease. What type of floor does the store have? How does this effect the environment?

Concrete, warm, welcoming How high is the ceiling? How does this feel?

Relatively high ceilings, a bit lonely. How brightly lit is the store? How does this affect you?

Lit well with non-fluorescent lights. How loud is the environment?

Very loud. What is causing the noise?

Customers talking Is there music playing? If so, does it fit the environment?

no Is the store warm or cold?

Warm Is the store crowed with merchandise or is it sparse?

Relatively sparse. Does the store have a distinctive smell?

no Where is the cash register located?

At the end How visible is the store security?

Not visible How long do you want to stay in this store?

30 minutes Does the environment influence the perceived value of the merchandise?

somewhat Personnel: How long does it take before a sales person initiates contact?

Initial contact. Does the salesperson have a script to follow with each customer?

yes Does the salesperson treat different customers differently?

no What is the ratio of salespeople to customers?

1:25 What age and gender are the employees?

Typically teens to late 20’s, males Are the salespeople using the store products?

yes Do the salespeople have a uniform?

yes Do the salespeople match the stores image?

yes Products: What is the first product that you notice?

Laptops, phones Is there a central display table with featured products?

No, everything is on tables Where are items that are “for sale” located in the store?

NA How are the products arranged? By function? By price? By color?

By function Are there free samples or demonstrations?

yes What products are at eye level?

everything What items in the store are in the least accessible locations?

NA Where are the most and least expensive products located?

Least – in the bac Most – by the side

Are the prices of the products easy to find?

yes Are there impulse items near the cash register?

somewhat Customers:

Are most customers alone or with someone else? What is the relationship?

With family or friends What is the average age and gender of the customers?

Younger, equal distribution of males and females. When a customer enters the store, do they tend to walk in the same path or direction?

no How long do customers stay in the store, on average?

30-45 minutes Do customer touch the products? Is this encouraged?

Yes, yes

Do most customers appear to be on a mission or are they browsing? Depends, typically browsing

What percent of customers purchase products in the store?

10-20%

Trader Joes:

Before you enter the store:

Does the store draw you in? If so, how?

Yes, there are plants and fun aesthetics in the front Is the door open or closed?

Close, but automatic How does this make you feel?

Comforted. How big is the sign lettering and in what font?

Relatively big and the font is different in red. What does it tell you about the store?

Relatively unique in the sense of most grocery stores. Environment: What is the color scheme of the store? How does this affect you?

Pastel colored – typically calmed What type of floor does the store have? How does this effect the environment?

Brown. It has an organic feel to it. How high is the ceiling? How does this feel?

Relatively short ceiling, it makes it humbling, and feels like home. How brightly lit is the store? How does this affect you?

Relatively bright so that customers can see products clearly. How loud is the environment?

loud What is causing the noise?

Customers, machines. Is there music playing? If so, does it fit the environment?

yes Is the store warm or cold?

cold Is the store crowed with merchandise or is it sparse?

crowded Does the store have a distinctive smell?

no Where is the cash register located? At the end of shopping experience. To the right. How visible is the store security?

no How long do you want to stay in this store?

30 minures. Does the environment influence the perceived value of the merchandise?

Yes, relatively. Personnel: How long does it take before a sales person initiates contact?

NA Does the salesperson have a script to follow with each customer?

NA Does the salesperson treat different customers differently?

No What is the ratio of salespeople to customers?

1:15 What age and gender are the employees?

Males – 40’s, females – 20’s Are the salespeople using the store products?

yes Do the salespeople have a uniform?

yes Do the salespeople match the stores image?

yes Products: What is the first product that you notice?

flowers Is there a central display table with featured products?

yes Where are items that are “for sale” located in the store?

Interspersed with non-sale items. How are the products arranged? By function? By price? By color?

Food group , sometimes price. Are there free samples or demonstrations?

yes What products are at eye level?

Specialized products that need marketing. What items in the store are in the least accessible locations?

alcohol Where are the most and least expensive products located?

Most – at the corner Least – sides and middle of store

Are the prices of the products easy to find?

yes Are there impulse items near the cash register?

yes Customers: Are most customers alone or with someone else? What is the relationship?

Depends, family or partners. What is the average age and gender of the customers?

30’s, equal distribution. When a customer enters the store, do they tend to walk in the same path or direction?

yes How long do customers stay in the store, on average?

15-30 minutes Do customer touch the products? Is this encouraged?

Yes, yes Do most customers appear to be on a mission or are they browsing?

both What percent of customers purchase products in the store?

100%