Observation LabBrandon Cohen

GameStop

• Visited the store in Thousand Oaks Mall

• Largest retailer for video games

• Most malls have one

Outside

• Video Games in window

• Lots of colors

• Clear view of all merchandise

• Makes you want to go inside

Environment

• A lot of nerdy gamer culture on walls

• Looks like it is made for gamers

• Makes you feel comfortable as a nerd

Personnel

• All the employees are gamers like the customers

• Employees knowledgeable

• Some of them are weird

• Others are fun to talk to

Products

• All the major releases

• Used games that are sold for way too much

• Offer money for used games

• Not as cheap as buying online or digital anymore

Customers

• Customers all share love for games

• Likeminded individuals

• I felt comfortable being around them

• Most people buy things, makes you want to buy

Zumiez

• Visited the store in Thousand Oaks Mall

• Skateboard and clothing store

• Located in most large malls

Outside

• Cool looking display

• Makes you feel cool if you walk in

• Can hear music from inside

Environment

• Merchandise everywhere

• Small enough store to look through everything

• Loud music

Personnel

• Cool employees

• Wearing what the store is selling

• Try and sell a lot

• Know what they are talking about

Products

• Skateboards and clothes

• Multiple sales racks

• Big selection of shoes

• I want to buy everything

Customers

• Everyone seems to buy something

• People always know an employee

• Everyone is in their late teens or early twenties

Apple Store

• Visited the store in Thousand Oaks California

• Official store for Apple Products

Outside

• Huge apple watch ads in window

• Very impressive windows

• Looks expensive and premium

Environment

• A lot of expensive things around you

• Makes you feel a little overwhelmed

• Could make people feel special

• The mood is very happy, good environment for shopping

Personnel

• Too many employees

• Can be overwhelming

• Very helpful and knowledgeable

• Genius bar very useful, the best feature of the store

Products

• Expensive

• Easy to use

• Premium look

• Made to look very special

Customers

• Very crowded

• A lot of rich customers

• The majority of people have iPhones

• It has become normal to be an apple customer

Urban Outfitters

• Visited the store in Thousand Oaks Mall

• Clothing store for young people

Outside

• Large text in the windows

• Looks interesting enough to go in

• A lot of people inside

• Makes it look like the place to be

Environment

• Cool looking environment

• Has a cool clean look

• Looks enticing to walk around

Personnel

• Teenage employees

• Not the most knowledgeable

• Aren’t good sales people

• Don’t make you want to be in there

Products

• Decent selection of vinyl

• Weird looking clothes

• Random assortment of items

• Books, toys, etc.

Customers

• Snobby teenagers

• Make me ashamed to be in there

• Loud and obnoxious

• No one ever buys anything

Amoeba Records

• Record store in Hollywood California

• Multiple locations

• Large retailer of vinyl, cd’s, video games, and other products

Outside

• Large music posters on windows

• Very cool on the outside

• Makes you want to see the inside

Environment

• Cool posters and merchandise all over

• Tons of aisles

• Really makes you want to walk through everything

Personnel

• Cool looking employees

• Very knowledgeable

• Made recommendations

• Good at sales

Products

• The best vinyl in the world

• Cheap used products

• Huge selection

Customers

• Other likeminded music lovers

• I got a good recommendation from another person

• Cool people in a cool place