2. Pay ‘Tention Summary
My daughter likes to say “pay tention”, or when I am
driving, “pick a lane”. And I always thought I paid
attention and was observant.
I found that different stores have different
motivations for shoppers – some want you to get in
single file and follow the rules, and some want a
more abstract way of interacting with their store
Some want you in and out as soon as possible and
some want you to linger, to “shop”
Generally the department stores cater to women, as
evidenced by their product placement at the
entrances
But all stores have one things in common: they want
our money before we leave the store.
3. Store
#1
A UPS Store
All about business
Printing: What do you want to print, how
many, color or B&W, and one-sided or
two-sided, and when
Shipping: how big, how valuable, and
when do you want it to arrive
Some self-service capability
Very helpful staff (they want you in-and-
out asap)
4. Store
#2
Target Department Store
Well lit
First thing you encounter are the shopping carts
Mostly women shoppers
All items presented in a clear and compelling way,
with Target Brand placed near the hi-margin
movers, at eye-level
I went mid-day and most women had a child in
tow
First thing, next to the carts, was a small food
service area – get something in the kids before
you continue your “shopping”
5. Store
#3
Home Depot
What can I say – it’s a warehouse
A bit overwhelming when first entering the store
No matter what you are looking for you have to
either pay very close attention to directional signage
or ask the greeter
Rarely a choice between brands
High dollar items, such as appliances and cabinets,
are closest to the entrance (Unlike Lowe’s that has
seasonal items near the entrance)
Helpful staff, sometimes, when available
first real person you encounter, if the greeter is not
there, is someone wanting to sign you up for a Home
Depot credit card (free popcorn)
6. Store
#4
Rite-Aid
Once you enter the store the aisles are spoke-
like – the entrance being the hub of the spoke
Impulse items “every where”
Security mirrors in the ceiling (the only place I
observed this)
Easy to get around, in no way overwhelming
Signage was easy to read
Help was friendly and accessible
7. Store
#5
Macy’s
Two entrances: both targeted at women
shoppers
One entrance included mostly cosmetics and
the overwhelming “fragrance” from same
The other entrance was all about women’s
shoes, handbags, accessories
The men’s wear/shoes were upstairs and in
the back, furthest from the entrance
Housewares (pots and pans) were closer to
the entrance than men’s departments
8. Store
#6
Safeway
Two entrances: floral and produce at one
entrance and deli at the other entrance
The floral departmtent was a pleasant
place to begin shopping (or hunting)
Both traditional check out and self-check-
out registers
Brightly lit, helpful staff, easy to go around
No samples (unlike Costco where they are
abundant)
9. Store
#7
London Heathrow Terminal 5
This was the most interesting of all
There is an area for departing passengers that has a
bank of escalators, several very long escalators
I found a place to sit where I could observe an
“endless” stream of people going up and going
down
The most remarkable thing was 1) the number of
passengers that I observed and 2) virtually no
similarity whatsoever among all of the people
All were taller, shorter, fatter, skinnier, blonder,
blacker, whiter, browner than the other. Short hair,
long hair, ornamental hair, ornamental clothes, etc.,
etc.
The most interesting of all observations for this
assignment was this (observations were made
outside of this specific assignment timeline
Did you know: London Heathrow have103
escalators?
10. Insights and Opportunities Summary
Big stores have big carts, higher ceilings, more
inventory
Department stores cater to women shoppers (no
carts – seems funny don’t you think)
Security, such as mirrors in the ceilings, are more
obvious/prevalent in smaller stores
I am a hunter, not a shopper – go purchase what I
need and move on (no shopping for me)
#1 insight: In the future, I have resolved to look
where I am not going! This includes conversations,
f2f or otherwise, when I am driving, and or when I
am in presentations or meetings. I assume a lot,
and going forward, I will try to assume less.
