OBSERVATION LAB: RETAIL DETAILWhitney Hauser

MALL OF AMERICA: ICON OF RETAIL RIGHT HERE IN MINNEAPOLIS! (BUT I AVOID IT AT ALL COST)

Crazy on the weekends!

FIRST STOP: AMAZON.COM Amazon knows me! I shop when/where/how I like I’m Whitney! I love

a sale!

I buy lots of

prizes for our

work wellness

program…and I

workout, too!

Amazon makes

suggestions

specific to my

buying history.

Nice!

I buy books to read

on a Kindle reader

AMAZON.COM

My experience is unique

Always open I can buy anything! Can read the 1st

chapter of a book Makes

recommendations based on my purchases

One-click purchase!

Can’t touch/feel the items: Reviews

Shipping costs: Bundle or ship at once

Opportunity: Less chaotic interface

Things they do well Disadvantages: Solutions

SECOND STOP: THE GAPTiny sign: I know the store by the color scheme rather than the sign. I noticed the threshold: tells me I’m entering the GAP experience – going into the box, maybe?

The staff runs around, not finishing a task before moving to another. They do answer my questions though. I have an unpleasant static electricity experience with a sweater, which convinces me to not buy it. There is quiet music in the background. I may be too old for this store but the jeans fit me well. Opportunity: More staff to handle the weekend rush.

These jeans were a mess! Couldn’t find my size. Sad, because I had a coupon.

THIRD STOP: ANN TAYLORTaylor = Tailored = Classic

This works for work. I already knew about this sale because: A) They send me an email B) They always have a sale. I love the square lights and wood floors. Staff is friendly, not in a hurry, they tell me about the sale. No music. This is a classy joint, and classy ladies shop here. I head for the sale racks and hang out there for a bit. Opportunities: Honest pricing, consistent quality.

Beautiful open windows for display – very inviting.

FOURTH STOP: LOFTShe greets me as I enter! She’s shy about the pic, but I explain it’s a project…

This isn’t as open as sister store, Ann Taylor. Not as upscale; it’s for weekends. Music is soft, staff wears the clothes. Very nice. I’m comfortable here. Opportunity: Honest pricing.

A “window!” A play on Loft – it’s like an apartment – clever! I’m at home here…I stay awhile and browse.

FIFTH STOP: POSH LOVE

Blue pants and leather skirts? I’m too old a lady for this store! But I like the wood floors…I’ll just look around a bit.

A new store for me! Cute font. Music is loud before I enter. Let’s see what’s in here…

I’ve forgotten about the project and I’m just shopping now. I love this jewelry! As I look, the sales person calls out that it’s all 30% off – even though there’s no sign. Win! I find 2 necklaces. However – when go to pay I learn all sales are final on sale items. Hmmm. Why is that, I wonder? I see another sign that returns are for store credit only. Odd?

Opportunity

SIXTH STOP: MACY’SIn Minnesota, Dayton’s was an institution. And Macy’s replaced Dayton’s…but not in our s!

There seems to be too much merchandise and too few staff. I noticed three unattended Customer Service stations. No one offered to help me. They had Christmas decorations out. The shoe department is a mess…people are crazy here and I feel a little dizzy. I can’t wait to leave. Opportunities: More staff, honest pricing.