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    Observation lab Observation lab Document Transcript

    • Observation Lab by L. VallsIf I have ever made any valuable discoveries, it has been owing more to patientattention, than any other talent. Isaac Newton: (1642-1727)NoFrills grocery store, cornerof Pacific and Dundas St.,TorontoBefore you enter the store:Does the store draw you in? If so, how? - Yes. Big and comfortable parking in front of the store, place for my dog to wait for me near the entrance (and gather compliments and treats). Uncluttered wide entrance.Is the door open or closed? - The door automatically senses the approach of the customer and opens up.How does this make you feel? - WelcomedHow big is the sign lettering and in what font? - Huge and highly visible, sunny yellow elements in lettering.What does it tell you about the store? - They are not fancy, but not repulsively cheap and dreadfully low in quality either.Environment:What is the color scheme of the store? How does this affect you? - White and light colors. Easy to shop, clean.What type of floor does the store have? How does this effect the environment? - Linoleum squares. Very clean, good traction for the cart and even wet leather shoe soles.How high is the ceiling? How does this feel? - Very high, feels full of airHow brightly lit is the store? How does this affect you? - Bright, I can shop with my sunglasses on. I like it.How loud is the environment? - Not loud, but not a dead silence either.What is causing the noise?
    • - Background music and people.Is there music playing? If so, does it fit the environment? - Yes. Yes. Young artists, cheerful energetic songs.Is the store warm or cold? - The temperature inside is adjusted seasonally, to keep 20C inside. Very nice.Is the store crowed with merchandise or is it sparse? - Neither. Just the right density.Does the store have a distinctive smell? - No, it smells fresh and clean, no distinctive smell.Where is the cash register located? - To the right of the door leading to exit.How visible is the store security? - The guard appears and disappears, i.e. sometimes they hire guards, more often – not. There are cameras on the ceiling, very discreet.How long do you want to stay in this store? - Maybe 5-30 min, while shopping for items on my listDoes the environment influence the perceived value of the merchandise? - Yes. As fair and modern value, as fresh.Personnel:How long does it take before a sales person initiates contact? - As soon as you approach them and start talking to them. I.e. they don’t seek you, but they are there for you.Does the salesperson have a script to follow with each customer? - Cashiers apparently do, even if informally.Does the salesperson treat different customers differently? - Yes and no. I.e. with everyone they are extremely polite, helpful and friendly. With some - more chatty and open, click better, obviously.What is the ratio of salespeople to customers? - I don’t know. 1 to 100? I to 1000? The lines to the cashiers are very short usually, no longer than 2-3 customers at a time.What age and gender are the employees? - Young to middle age, all cashiers are female, all other departments – male.Are the salespeople using the store products? - YesDo the salespeople have a uniform? - YesDo the salespeople match the stores image? - YesProducts:What is the first product that you notice? - Fast perishing produce that is on sale – berries, cherries, grapes, etc.Is there a central display table with featured products? - NoWhere are items that are “for sale” located in the store? - Throughout the store, next to the regularly priced items. Also in 2 distinct areas where cheap bulk products on sale are located.How are the products arranged? By function? By price? By color? - Mostly by the need to be refrigerated or not (periphery and near periphery is refrigerated) and then by categories: produce, bakery, meat counter and deli, dairy, etc.Are there free samples or demonstrations?
    • - occasionallyWhat products are at eye level? - Smallish packages with tiny print and rare items, i.e of which there are no huge rows of boxes.What items in the store are in the least accessible locations? - Rare items, i.e .fat free baked corn chips. Also, items so popular, that it’s hard to reach for the last box or bottle hiding near the wall deep inside the shelf.Where are the most and least expensive products located? - Next to each other within category. Items on sale are also in 2 special areas of the storeAre the prices of the products easy to find? - Yes, but not so easy to read or to compare without calculator, to figure out price per lb or per unitAre there impulse items near the cash register? - Not so many. Mostly some junk (candy bars), fresh flowers, some small sized items on sale, etc.Customers:Are most customers alone or with someone else? What is the relationship? - Alone. When with someone else, it’s family members or buddies.What is the average age and gender of the customers? - Young to middle age adults. Not too many elderly or kids (i.e. an elderly person or a kid without a companion).When a customer enters the store, do they tend to walk in the same path ordirection? – - Yes, counter clockwise.How long do customers stay in the store, on average? - About 30 minDo customer touch the products? Is this encouraged? - Yes. Absolutely.Do most customers appear to be on a mission or are they browsing? - On a missionWhat percent of customers purchase products in the store? - 100%Other Observations:I have noticed that NoFrills is both my favorite grocery chain (best marriage betweenprice and quality of merchandise) and that this one (corner of Pacific and Dundas) is myfavorite location among all NoFrills in Toronto. They have a better produce area, they arevery spacious, cash registers are faster and better manned (much more efficient andfriendly cashiers), and the clientele is not extremely elderly, destitute or decrepit,clientele ethnically is much more diverse and vibrant than in other locations, whichmakes shopping easier and more pleasant to the eye.Bad things that I discovered about that store are (1) bread section – nearly all bread is old,sold on the expiration day or 1 -2 days prior to expiration date. (2) Very poor selection offat free vegan products (breads, cookies, canned food, milk alternatives, etc.).
    • Solero Mediterranean Bakery,corner of High Park and DundasAvenue, TorontoBefore you enter the store:Does the store draw you in? If so, how? - Yes, attractive smell of baked goods, breads and pastries. Open view from the streets to the bakery backrooms where bakers work.Is the door open or closed? - Closed.How does this make you feel? - That it is warm inside, protected from storm and rainHow big is the sign lettering and in what font? - I can’t see it from the sidewalk next to the store, because it is on a big highly placed awning, and I never walk on the other side of the streetWhat does it tell you about the store? - It’s a fancy store sign, but useless, so owners are more concerned with making their store looking pretty and advertising with smells and show of bakers working than advertising its name with words and lettering.Environment:What is the color scheme of the store? How does this affect you? - Bright and cheerful, ‘Mediterranean’What type of floor does the store have? How does this effect the environment? - Large ceramic tiles arranged in checkerboard pattern, alternating saturated teal and deep maroon colors. Very pretty, shiny and meticulously cleaned, but I have never noticed it before, if it was not for this assignment.How high is the ceiling? How does this feel? - Very high. Traditional establishment, European style.How brightly lit is the store? How does this affect you? - Very bright, cheerful.How loud is the environment? - Not very loud at all.What is causing the noise? - Customers interacting with store clerks, background music.Is there music playing? If so, does it fit the environment? - Yes, classical music. I don’t know, the owners are Serbian, I would rather listen to the Serbian radio channel in the store, with their music, both traditional and contemporary.
    • Is the store warm or cold? - WarmIs the store crowed with merchandise or is it sparse? - Crowded, but not overwhelmingly so.Does the store have a distinctive smell? - Yes, nice smells of bakery goods.Where is the cash register located? - Very far away from the entrance, one room removed from the entrance, actually.How visible is the store security? - Not visible at all.How long do you want to stay in this store? - Very briefly, just long enough to pick up what I want to get from there, a few minutes.Does the environment influence the perceived value of the merchandise? - Yes. Fairly cheap (average and below average) and affordable.Personnel:How long does it take before a sales person initiates contact? - They are behind the counters, if approached, very responsive.Does the salesperson have a script to follow with each customer? - No, not at all.Does the salesperson treat different customers differently? - No.What is the ratio of salespeople to customers? - There are only two clerks stationed behind two counters, and maybe 10 people inside the store at any given time.What age and gender are the employees? - Young women in their thirties. However, at one time my son (young man) was working there, right after college, while he was looking for the job in the hotel industry.Are the salespeople using the store products? - I don’t know. My son was never using baked goods from this bakery, but he was buying rye flour from the bakers for me. I bake at home and white rye flour is impossible to get any other way in Toronto, but from bakers directly, begging them to resell you a bag.Do the salespeople have a uniform? - No.Do the salespeople match the stores image? - Yes.Products:What is the first product that you notice? - Items in the fridge to the left of the entrance door.Is there a central display table with featured products? - No.Where are items that are “for sale” located in the store? - Mostly in the second room, where freshly baked breads and pastries are . They are sold at a discount on a second day or by the end of the first day.How are the products arranged? By function? By price? By color? - By function, I guess.Are there free samples or demonstrations? - Never.What products are at eye level? - Those that are flying off the shelves, the most popular and smallish in size.What items in the store are in the least accessible locations?
    • - The least popular and attractive itemsWhere are the most and least expensive products located? - The most expensive items are in the entrance room of the store – deli counter and groceries, the least expensive – breads and pastries in the second room.Are the prices of the products easy to find? - No. Informing customers about prices is far back on the store owner’s mind. Prices are indicated, yes, but difficult to read or difficult to find. It is all very affordable anyways, cheaper than in supermarkets.Are there impulse items near the cash register? - Yes.Customers:Are most customers alone or with someone else? What is the relationship? - aloneWhat is the average age and gender of the customers? - The average of the population of the area. I.e. all ages and genders are represented.When a customer enters the store, do they tend to walk in the same path ordirection? – - No.How long do customers stay in the store, on average? - Several minutes to half an hour.Do customer touch the products? Is this encouraged? - Well, yes, but not necessarily touching breads and pastries with bare hands, tongs and plastic bags are provided.Do most customers appear to be on a mission or are they browsing? - Both.What percent of customers purchase products in the store? - 100%Other Observations:The bread slicer is now moved from behind the counter to the position next to the breadshelves, so customers can slice their own bread. No need to ask the clerk to do it for you.There are no more open refrigerated shelves, their places are occupied by the expandedbread assortment. All refrigerated items are now behind the glass: behind the glass doorsof a tall refrigerator, for example, which makes it more difficult to overview the itemsand locate the one you need, unless you open the door and stand there, staring. But itprotects items better from spoilage, I guess.The Sweet Potato store, DundasSt. between High Park andPacific Avenue, Toronto
    • Before you enter the store:Does the store draw you in? If so, how? - No, the store doesn’t draw me in. There is nothing attractive in its cluttered appearance and it doesn’t promise anything interesting or useful.Is the door open or closed? - ClosedHow does this make you feel? - Neutral. I don’t careHow big is the sign lettering and in what font? - The lettering is very big and artsy (some letters, like “o”s are replaced by the pictures of potatoes, but you can’t see it if you walk next to the store. It’s high above the line of the eyesight.What does it tell you about the store? - The store advertises itself to itself , not to the customers.Environment:What is the color scheme of the store? How does this affect you? - ‘Earthy’, dirty, unsaturated colors of washed pale yellows and creams.What type of floor does the store have? How does this effect the environment? - Surprisingly, rich, dark stained natural wood floor.How high is the ceiling? How does this feel? - The ceiling feels low for the store of that size (a single large room, feels like being inside an oversized matchbox, or even deep sock drawer.How brightly lit is the store? How does this affect you? - Dull lighting, underlying earthy feel, dim as inside of a grave. I don’t want to stay there a minute longer than I need to complete the assignment.How loud is the environment? - Quite quiet. Low level of sounds.What is causing the noise? - Some interaction between the cashier and cash register, the customer.Is there music playing? If so, does it fit the environment? - The music is quiet jazz, playing in the background. I have never noticed it before, it’s eclectic and doesn’t draw attention to itself and doesn’t really set the mood for shopping either.Is the store warm or cold? - Neither.Is the store crowed with merchandise or is it sparse? - Crowded, but for the store of that size the choices are surprisingly poor and unattractive. I’ve been to the natural food stores 5-6 times smaller in size with way better selection and assortment of goods.
    • Does the store have a distinctive smell? - noWhere is the cash register located? - To the right of the entrance door, next to the exit. There are 2 or 3 of the cash registers, but only one is manned, rarely two. The business stays put, survives, but it is clearly not popular.How visible is the store security? - Not visible at all.How long do you want to stay in this store? - As little as possible.Does the environment influence the perceived value of the merchandise? - Maybe, it conflicts with the prices. The store feels overpriced, pretentious.Personnel:How long does it take before a sales person initiates contact? - They don’t. Customers help themselves. Whenever I asked employees a question in that store, I got negative or unsatisfactory answers, sometimes a lie, i.e. the employee were giving me information which was incorrect.Does the salesperson have a script to follow with each customer? - I don’t know.Does the salesperson treat different customers differently? - I don’t know.What is the ratio of salespeople to customers? - I don’t knowWhat age and gender are the employees? - Young, early twenties, both male and female.Are the salespeople using the store products? - I don’t know if they can afford them.Do the salespeople have a uniform? - No.Do the salespeople match the stores image? - Yes.Products:What is the first product that you notice? - Some produce on sale that I am not interested in.Is there a central display table with featured products? - No.Where are items that are “for sale” located in the store? - Outside, next to the entrance door and inside next to the entrance door.How are the products arranged? By function? By price? By color? - By function.Are there free samples or demonstrations? - No.What products are at eye level? - Brightly lit, colorful, beautiful items (surprisingly so), like pumpkins or orange/yellow swett peppers, or something very trendy, like Quinoa packages.What items in the store are in the least accessible locations? - Garbage that no one buys anyways or bulky items.Where are the most and least expensive products located? - I don’t know. Everything is expensive in that store, except items on sale.Are the prices of the products easy to find?
    • - Yes.Are there impulse items near the cash register? - Yes. Mostly chocolate bars of all sorts.Customers:Are most customers alone or with someone else? What is the relationship? - Utterly alone.What is the average age and gender of the customers? - Young professional males. Mid-twenties, mid-thirties.When a customer enters the store, do they tend to walk in the same path ordirection? – - No.How long do customers stay in the store, on average? - 10-20 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? - Probably 95%.Other Observations:This observation exercise disclosed elements of design in The Sweet Potato store thatwere influencing me, of which I was not aware before. I thought it was only about pricesbeing very high that put me off. But in reality it is the store’s dull color scheme, dimlighting and sleepy melancholic music choice. Also, it is quite crowded, tight space,despite the huge size of the shopping area, unpleasant to move between the isles,navigating between working employees, placing items on shelves, blocking passagewayswith their trolleys, etc. Cumbersome, somber, unhappy shopping experience.Loblaws. Dundas and RoncesvallesAve., Toronto.Before you enter the store:Does the store draw you in? If so, how?
    • - Yes. Many positive memories of shopping there. It’s a high quality store, bright inside and out, there is a place to park my dog and my bycicle and my car, protected from rain or snowfall.Is the door open or closed? - It has motion sensors, so it opens up when I approach.How does this make you feel? - welcomedHow big is the sign lettering and in what font? - Huge. Lettering and color palette seems to be from the sixties.What does it tell you about the store? - That it is also a well-established 50 years old establishment and that it is hip and modern.Environment:What is the color scheme of the store? How does this affect you? - Difficult to characterize, actually, light neutral colors, on cool side.What type of floor does the store have? How does this effect the environment? - Clean white linoleum squares. Feels very clean.How high is the ceiling? How does this feel? - Very high, feels very spacious.How brightly lit is the store? How does this affect you? - Very bright cold light. Cooler than natural sunlight, so it feels too stark.How loud is the environment? - Not very loud.What is causing the noise? - Background music, employees chatting among themselves and with customers, customers among themselves.Is there music playing? If so, does it fit the environment? - Yes, there is music, very quiet, radio.Is the store warm or cold? - Normal temperature.Is the store crowed with merchandise or is it sparse? - It feels like it is medium croweded, almost sparse/emptyish. Recession hit this expensive food store hard. They halved both the number of different items in store and the number of identical items on shelves.Does the store have a distinctive smell? - Yes. Roast chicken.Where is the cash register located? - To the right of the exit door.How visible is the store security? - Not visible at all.How long do you want to stay in this store? - Not long. It is indeed half-empty, compared to what it was before and the lighting and color scheme is too cold.Does the environment influence the perceived value of the merchandise? - It does somewhat. It is still a higher end store, but the choices are not as interesting or varied, so I don’t feel that prices THAT high for the same bread and milk as in discount stores are justified.Personnel:How long does it take before a sales person initiates contact? - As soon as you seek their assistance.Does the salesperson have a script to follow with each customer?
    • - Besides formal greeting, no.Does the salesperson treat different customers differently? - Not really.What is the ratio of salespeople to customers? - I don’t know.What age and gender are the employees? - All are exceptionally young, basically school children, or young. There are exceptionally few middle age employees in this store.Are the salespeople using the store products? - I don’t know. Unless they get some store discount, they shouldn’tDo the salespeople have a uniform? - Yes.Do the salespeople match the stores image? - Yes.Products:What is the first product that you notice? - Freshly baked pastries and bread at the entrance.Is there a central display table with featured products? - No.Where are items that are “for sale” located in the store? - There is a special area, or two for that on opposite ends of the store.How are the products arranged? By function? By price? By color? - By functionAre there free samples or demonstrations? - No.What products are at eye level? - Apparently, the useless and the least popular ones. That’s a surprise!What items in the store are in the least accessible locations? - Everything is well accessible in that store.Where are the most and least expensive products located? - The most expensive are probably the organic fruits and veggies and meat and deli section. The least expensive are probably breads.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? - This is the store where you can find the most young couples and mothers with babies shopping together. Before recession it was full of single young professionals as well. Now they have disappeared. The store is no longer as interesting to them, doesn’t offer interesting grocery choices as before.What is the average age and gender of the customers? - Both male and female, average about 25 years old.When a customer enters the store, do they tend to walk in the same path ordirection? – - I don’t know, yes, maybe.How long do customers stay in the store, on average? - Maybe 30 min or somewhat longer.Do customer touch the products? Is this encouraged?
    • - Yes, yes.Do most customers appear to be on a mission or are they browsing? - Both. A lot of them are browsing, in fact.What percent of customers purchase products in the store? - I would guess 100% find something for themselves.Other Observations:Until this exercise, I didn’t realise that the store cold stark lighting scheme was affectingme, making me want to leave quickly. Interesting.Zellers, Dundas West St. TorontoBefore you enter the store:Does the store draw you in? If so, how? - No it doesn’t. It’s outdated. Both inside and outside.Is the door open or closed? - ClosedHow does this make you feel? - Cheap store, difficult to get it and out with the cart or baby carriageHow big is the sign lettering and in what font? - Huge, feels like from the seventies.What does it tell you about the store? - Older mostly cheap store.Environment:What is the color scheme of the store? How does this affect you? - Somewhat grayish bright colors.What type of floor does the store have? How does this effect the environment? - Clean light gray linoleum squaresHow high is the ceiling? How does this feel? - Fairly high, feels roomy, spacious.How brightly lit is the store? How does this affect you? - It’s a well lit store. I like it.How loud is the environment? - Not loud at all.What is causing the noise? - Mostly rock music from the 1970s is heard.Is there music playing? If so, does it fit the environment? - Yes. It feels like “oldies but goodies”Is the store warm or cold? - NormalIs the store crowed with merchandise or is it sparse?
    • - Definitely crowdedDoes the store have a distinctive smell? - Yes. It smells like new clothes and a little plastic-yWhere is the cash register located? - Both to the left and to the right of the exit doors.How visible is the store security? - Very visible guard at the entrance. Cameras are not visible.How long do you want to stay in this store? - Indefinitely. It is easy to stay inside and browse.Does the environment influence the perceived value of the merchandise? - Yes. It is cheap, clean, affordable.Personnel:How long does it take before a sales person initiates contact? - They don’tDoes the salesperson have a script to follow with each customer? - No, not reallyDoes the salesperson treat different customers differently? - No.What is the ratio of salespeople to customers? - I don’t know, maybe 1:10What age and gender are the employees? - Middle age to older age (40s, 50s, 60s), mostly somewhat younger women and older men.Are the salespeople using the store products? - I am sure they do.Do the salespeople have a uniform? - Yes.Do the salespeople match the stores image? - Yes. This store is frozen in time. Hasn’t changed at all in the last quarter of a century or longer.Products:What is the first product that you notice? - Seasonal items (Halloween costumes, winter clothing for babies and kids)Is there a central display table with featured products? - Yes.Where are items that are “for sale” located in the store? - Along with the regular priced merchandise.How are the products arranged? By function? By price? By color? - By functionAre there free samples or demonstrations? - No.What products are at eye level? - Difficult to say, since most of it is on clothing racks and clothing shelving, below eye level.What items in the store are in the least accessible locations? - Junk. Less popular stuffWhere are the most and least expensive products located? - The least expensive products are located in the area near cash registersAre 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? - Most are in a company of a family member or a friend.What is the average age and gender of the customers? - Middle aged women with kids, middle aged men.When a customer enters the store, do they tend to walk in the same path ordirection? – - I don’t know. I am not sure.How long do customers stay in the store, on average? - Maybe an hour or so.Do customer touch the products? Is this encouraged? - Yes.Do most customers appear to be on a mission or are they browsing? - browsingWhat percent of customers purchase products in the store? - I believe 100%.Other Observations:This exercise made me realise how much Zellers is stuck in the past. They do haveupdated ‘designer’ clothing every season, but otherwise, in every other category ofmerchandise, they are so stuck in the seventies that it’s not funny.Pet Valu, Bloor St West, TorontoBefore you enter the store:Does the store draw you in? If so, how? - No, it’s far away from the sidewalk.Is the door open or closed? - Closed.How does this make you feel? - That it is warm inside.How big is the sign lettering and in what font? - Fairly big, but strangely invisible. For years I walked by and never realized there was a pet food storeWhat does it tell you about the store?
    • - Modest store. ( Later you realize how expensive everything inside is)Environment:What is the color scheme of the store? How does this affect you? - Bright primary colors. Very cheerfulWhat type of floor does the store have? How does this effect the environment? - Yellow linoleum squares. Dirt proof, I guess, since every two-legged customer enters with a four-legged one.How high is the ceiling? How does this feel? - Fairly high, spacious.How brightly lit is the store? How does this affect you? - From the outside it looks dimly lit, but inside it’s perfectly well lit store.How loud is the environment? - Long enough, yes.What is causing the noise? - Rock music, dogs barking and playing. Owners shouting.Is there music playing? If so, does it fit the environment? - Yes. Cheerful and energetic.Is the store warm or cold? - Normal temperature.Is the store crowed with merchandise or is it sparse? - Crowded, very.Does the store have a distinctive smell? - Yes. Smell of smoked treats, smoked bones for the doges, etc.Where is the cash register located? - Right next to the entrance/exit door.How visible is the store security? - Not visible at all.How long do you want to stay in this store? - Long enough for my dog to sniff everything he wants and then for me to browse the shelves.Does the environment influence the perceived value of the merchandise? - No, not really. You would thing it’s an average pet store, but the prices are surprisingly high. However, there is everything you could ever want in a pet store. I have never left empty handed. They have everything and for that I am willing to pay higher prices.Personnel:How long does it take before a sales person initiates contact? - Immediately as you enter the store.Does the salesperson have a script to follow with each customer? - Yes.Does the salesperson treat different customers differently? - No. They are very nice and friendly with everyone.What is the ratio of salespeople to customers? - Maybe 1 to 5.What age and gender are the employees? - Young mend and women in their mid-twenties, mid-thirties.Are the salespeople using the store products? - I don’t know.Do the salespeople have a uniform? - Yes.Do the salespeople match the stores image?
    • - Yes. Very positive.Products:What is the first product that you notice? - I don’t notice any products, I mostly focus on my dog as we enter and on people.Is there a central display table with featured products? - No.Where are items that are “for sale” located in the store? - I haven’t seen anything for sale in that store.How are the products arranged? By function? By price? By color? - By function.Are there free samples or demonstrations? - For the pet treats yes.What products are at eye level? - Exactly those that I am looking for. It’s uncanny.What items in the store are in the least accessible locations? - Exactly those I couldn’t care less about.Where are the most and least expensive products located? - I don’t know.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? - Most customers are with their pets.What is the average age and gender of the customers? - Middle aged men and women (mid-twenties to mid-fifties)When a customer enters the store, do they tend to walk in the same path ordirection? – - I don’t know.How long do customers stay in the store, on average? - Maybe 20 minutes, not longer.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? - 100%Other Observations:This exercise made me realize for the first time how bright and positive the color paletteis in that store. It’s like being on a children’s playground. I don’t know if it’s attractive ornot, but this store is the best of all in our area where we have at least 10 pet stores which Iwill refuse to visit. This one is my choice number one and it seems to have just the rightbalance of the colors, light, number of choices of dog food and treats and pet groomingproducts.