ASU Tem431/532 Week 5 Assignment Darian Lopez

1. TEM 431/531 Assignment 5
Observation Lab
Darian Lopez

2. Assignment
●
Go to at least 6 different stores. They can be at the same shopping center or different
locations. Spend at least 15 minutes in each store making OBSERVATIONS using the
lab guide for reference. Take photos to capture your observations
●
Create a presentation that captures your INSIGHTS. What types of things had you
missed before? What were your biggest surprises? Are there opportunities you never
noticed before?

3. Store #1 Best Buy

4. Best Buy

5. Before You Enter The Store
Does the Store Draw you in?
Large products displayed outside
Large products displayed outsideYes, given the color
scheme,sleek nature, that there are a lot of good produts
inside
Is the door open or closed?
closed
The doors were closed
How does this make you feel?
The large display is enticing to see more
Given the stores established reputation, the doors closed
was not an issue
How big is the sign lettering and in what font?
Large and in a normal font
The sign lettering was large and in a normal font
What does this tell you about the store?
Practical, conventional, professional, lots to offer
Practical, conventional, professional, lots to offer

6. Environment
What is the color scheme of the store? How does this affect
you?
-Blue an Red
What is causing the noise?
- customers and staff talking, kids playing
What type of floor does the store have? How does this affect
the environment?
vinyl floor/wood, reflects light very well for increase visibility
Is there music playing? If so, does it fit the environment?
-no music identified
How high is the ceiling? How does this feel?
-20-50 ft. Feels spacious
Is the store warm or cold?
-good balance of cool but not too cold
How brightly lit is the store? How does this affect you?
-Very brightly lit but not too much. Allows for visible
merchandise but not too bright
Is the store crowded with merchandise or is it sparse?
- very big selection of merchandise. Enough to entice
someone to purchase something new
How loud is the environment?
- not loud, some sounds in select ares
Does the store have a distinctive smell?
- no distinct smell remembered

7. Environment
Where is the cash register located? Front of store but not right at entrance
How visible is the store security? Not very visible unless you count greeter
How long do you want to stay in this store? 1-2 hours depending on amount of shoppers
Does the environment influence the perceived value of the
merchandise?
Yes, nice products displayed in a manner which
compliments their value or brand adds to perceived value
worth

8. Personnel
How long does it take before a sales person initiates
contact?
-30 mins depending on how long youre static on in one area
Are the salespeople using the store products?
- perhaps, couldn't relly tell
Does the salesperson have a script to follow with each
customer?
- perhaps the door greeters, customer service and clerks
Do the salespeople have a uniform?
- yes
Does the salesperson treat different customers differently?
- depending on the needs and familiarity of the customer wit
the products
Do the salespeople match the stores image?
-yes
What is the ratio of salespeople to customers?
1:10 approximately
What age and gender are the employees?
Male &female 20-30

9. Products
What is the first product that you notice?
-TVs
What products are at eye level?
- most appealing/fun/eye catching to entice customer to buy
Is there a central display table with featured products?
-mobile devices, samsung, Apple, iphones, apple watches
Are there impulse items near the cash register?
- snacks, device accessories
Where are items that are “for sale” located in the store?
- “Sale” items are in the front upon walking in, and in the
back in a collection
What items in the store are in the least accessible locations?
- mudane office supplies, equipment
How are the products arranged? By function? By price? By
color?
- by function
Where are the most and least expensive products located?
- center of store most perceived foot traffic
Are there free samples or demonstrations?
- yes samples of running products throughout store
Are the prices of the products easy to find?
- yes posted on shelves in large font or with stickers

10. Customers
Are most customers alone or with someone else? What is
the relationship?
- mix of alone or with someone, could be partnet
Do most customers appear to be on a mission or are they
browsing?
-on a mission/browsing. One could says on a mission to
browse certain areas
What is the average age and gender of the customers?
-male 20-30
What percent of customers purchase products in the store?
-50%
When a customer enters the store, do they tend to walk in
the same path or direction?
-customers enter and go both left and right
How long do customers stay in the store, on average?
-30 mins
Do customer touch the products? Is this encouraged?
-yes display and demos present

11. Store #2 Sams Club

12. Store #2 Sams Club

13. Before You Enter The Store
Does the Store Draw you in? Nothing spectacular
Is the door open or closed? Closed out door, but open inner door
How does this make you feel? invited
How big is the sign lettering
and in what font?
Very big, normal sans-serif font
What does this tell you about
the store?
Business, professional

14. Environment
What is the color scheme of the store? How does this affect
you?
Blue, white, grey
What is causing the noise?
- normal business commerce sounds
What type of floor does the store have? How does this affect
the environment?
-vinyl, reflects light very well
Is there music playing? If so, does it fit the environment?
- no music short of demo areas
How high is the ceiling? How does this feel?
-50 ft, feels spacious
Is the store warm or cold?
-a little too warm in some areas
How brightly lit is the store? How does this affect you?
-very well lit, comfortable to browse in
Is the store crowded with merchandise or is it sparse?
-very crowded with merchandise
How loud is the environment?
- not loud
Does the store have a distinctive smell?
- bakery smell, food court area

15. Environment
Where is the cash register located? Near food court, exit area
How visible is the store security? Greeters are both entrance and exit
How long do you want to stay in this store? 1-2 hours
Does the environment influence the perceived value of the
merchandise?
The environment shows great deals but large amounts of
items

16. Personnel
How long does it take before a sales person initiates
contact?
30 mins if available
Are the salespeople using the store products?
-no
Does the salesperson have a script to follow with each
customer?
-no
Do the salespeople have a uniform?
-yes
Does the salesperson treat different customers differently?
-no
Do the salespeople match the stores image?
-yes simple personable, friendly
What is the ratio of salespeople to customers?
1:20
What age and gender are the employees?
Female/male 20-30

17. Products
What is the first product that you notice?
-TVs
What products are at eye level?
-TVs, snacks, toys
Is there a central display table with featured products?
-yes, toys, clothes, seaonsal,snacks
What items in the store are in the least accessible locations?
-most attractive snacks, electronics, toys
Where are items that are “for sale” located in the store?
-back areas with sale prices/stickers
Where are the most and least expensive products located?
-center display area where most traffic circles
How are the products arranged? By function? By price? By
color?
-by type
Are the prices of the products easy to find?
-yes
Are there free samples or demonstrations?
-yes food/snack areas, tv electronics demos
Are there impulse items near the cash register?
-food court

18. Customers
Are most customers alone or with someone else? What is
the relationship?
-with someone spouse/partner
Do most customers appear to be on a mission or are they
browsing?
-both
What is the average age and gender of the customers?
-female/male 30-40
What percent of customers purchase products in the store?
-90%
When a customer enters the store, do they tend to walk in
the same path or direction?
-enter from left, circle counter clockwise
How long do customers stay in the store, on average?
1 hour
Do customer touch the products? Is this encouraged?
-yes samples, demos

19. Store #3 Shoe Carnival

20. Store #3 Shoe Carnival

21. Shoe Carnival

22. Shoe Carnival

23. Before You Enter The Store
Does the Store Draw you in? The bright colors on the sign do
Is the door open or closed? closed
How does this make you feel? neutral
How big is the sign lettering
and in what font?
Quite large in a bold black font
What does this tell you about
the store?
The black tone seems to match every
other professional organization

24. Environment
What is the color scheme of the store? How does this affect
you?
Shades of brown. Rather not special
What is causing the noise?
Normal chatter between customers and customers and staff
What type of floor does the store have? How does this affect
the environment?
Carpet and vinyl
Is there music playing? If so, does it fit the environment?
Dont recall any music
How high is the ceiling? How does this feel?
Maybe 20' . lower than the others. Not as spacious
Is the store warm or cold?
mild
How brightly lit is the store? How does this affect you?
Moderately bright. More illumination would be more lively in
my opinion
Is the store crowded with merchandise or is it sparse?
Crowded in overall amount but not crowded in variety
How loud is the environment?
Not loud.
Does the store have a distinctive smell?
The smell of new shoes

25. Environment
Where is the cash register located? Side front near entrance/exit
How visible is the store security? Not visible
How long do you want to stay in this store? 30 minutes at most
Does the environment influence the perceived value of the
merchandise?
It gives the perception of family friendly deals and selections

26. Personnel
How long does it take before a sales person initiates
contact?
10-15 minutes
Are the salespeople using the store products?
Yes. It seems the salespeople use a potential discount for
products there
Does the salesperson have a script to follow with each
customer?
Not that I am aware of
Do the salespeople have a uniform?
Yes, they appear to have a set standard of uniform
Does the salesperson treat different customers differently?
no
Do the salespeople match the stores image?
yes
What is the ratio of salespeople to customers?
1:15
What age and gender are the employees?
Female 20ish

27. Products
What is the first product that you notice?
Shoe racks with specials
What products are at eye level?
Shoe displays so you can actually see them out of the box
Is there a central display table with featured products?
Yes with select specials/deals
What items in the store are in the least accessible locations?
Shoe store accessories which may not be as popular
Where are items that are “for sale” located in the store?
They are located on the back/ back side walls
Where are the most and least expensive products located?
Center of the store
How are the products arranged? By function? By price? By
color?
By age, and category
Are the prices of the products easy to find?
-yes
Are there free samples or demonstrations?
You can try on shoes
Are there impulse items near the cash register?
Snacks, and relevant accessories

28. Customers
Are most customers alone or with someone else? What is
the relationship?
With someone else, mainly family
Do most customers appear to be on a mission or are they
browsing?
Browsing seems to be the main focus
What is the average age and gender of the customers?
Female, 30's
What percent of customers purchase products in the store?
30-40%, given the large amount of people browsing
When a customer enters the store, do they tend to walk in
the same path or direction?
Most customers walk in and straight to the back center
How long do customers stay in the store, on average?
30 minutes potentially as max
Do customer touch the products? Is this encouraged?
Yes trying on a interacting with the shoes is very common

29. Store #4 Ross
● State the intended goal

30. Store #4 Ross

31. Store #4 Ross

32. Before You Enter The Store
Does the Store Draw you in? The overall reputation and bright
signage helps
Is the door open or closed? closed
How does this make you feel? Neutral, not curious to enter if youre not
already planning on visiting
How big is the sign lettering
and in what font?
Large and regular font
What does this tell you about
the store?
Professional business, practical

33. Environment
What is the color scheme of the store? How does this affect
you?
Blue and white with black. Refreshing not too dark or bright
What is causing the noise?
Normal conversations between customers
What type of floor does the store have? How does this affect
the environment?
Vinly floors, reflect light rathe well,easy on the eyes
Is there music playing? If so, does it fit the environment?
No music
How high is the ceiling? How does this feel?
15-20 feet. A bit higher would give the feeling of more space
or breathing room
Is the store warm or cold?
mild
How brightly lit is the store? How does this affect you?
Moderately bright. I think there is a fair balance between
Is the store crowded with merchandise or is it sparse?
Depends on the season, not quite crowded but some
categories are sparse like children's clothes
How loud is the environment?
no
Does the store have a distinctive smell?
Like clothes sitting around

34. Environment
Where is the cash register located? Front near entrace/exit
How visible is the store security? Not visible
How long do you want to stay in this store? 30 minutes at most
Does the environment influence the perceived value of the
merchandise?
Yes, bargain deals to be found but not guaranteed

35. Personnel
How long does it take before a sales person initiates
contact?
Not likely to happen given amount of workers
Are the salespeople using the store products?
Potentially clothing deals found
Does the salesperson have a script to follow with each
customer?
The checkout clerks greet customers in a certain way
Do the salespeople have a uniform?
yes
Does the salesperson treat different customers differently?
no
Do the salespeople match the stores image?
Yes, people friendly, not complicated
What is the ratio of salespeople to customers?
1:30+
What age and gender are the employees?
20-30 female

36. Products
What is the first product that you notice?
Purses, cologne, bags
What products are at eye level?
Deals, appealing eye catching products
Is there a central display table with featured products?
Yes towards center are deals and interesting products which
may interest customers
What items in the store are in the least accessible locations?
-most attractive snacks, electronics, toys
Where are items that are “for sale” located in the store?
-back areas generally
Where are the most and least expensive products located?
-center display area where most traffic circles
How are the products arranged? By function? By price? By
color?
-by type, category, age and gender
Are the prices of the products easy to find?
-yes
Are there free samples or demonstrations?
-yes you can try on products and pick up products
Are there impulse items near the cash register?
Snacks and candy

37. Customers
Are most customers alone or with someone else? What is
the relationship?
Someone else, friends and family
Do most customers appear to be on a mission or are they
browsing?
Browsing mostly
What is the average age and gender of the customers?
30 female
What percent of customers purchase products in the store?
70% due to deal prices
When a customer enters the store, do they tend to walk in
the same path or direction?
Enter from right and go counter clockwise
How long do customers stay in the store, on average?
30 minutes
Do customer touch the products? Is this encouraged?
Yes you need to try on items or touch the to gauge their
quality/condition

38. Store #5 Gamestop
● State the intended goal

39. Gamestop

40. Before You Enter The Store
Does the Store Draw you in? Yes, posters, listing through window
Is the door open or closed? close
How does this make you feel? Neutral, the ability to see the products in
inviting enough
How big is the sign lettering
and in what font?
Big multi colored
What does this tell you about
the store?
The signature colors which matches heir
website, good branding

41. Environment
What is the color scheme of the store? How does this affect
you?
White red, bright. Nostalgic
What is causing the noise?
What type of floor does the store have? How does this affect
the environment?
Carpet, quiet experience
Is there music playing? If so, does it fit the environment?
How high is the ceiling? How does this feel?
A bit lower, kinda cramped
Is the store warm or cold?
How brightly lit is the store? How does this affect you? Is the store crowded with merchandise or is it sparse?
How loud is the environment? Does the store have a distinctive smell?

42. Environment
Where is the cash register located? Side wall not obscured by products.
How visible is the store security? Not visible
How long do you want to stay in this store? 30 – 60 minutes
Does the environment influence the perceived value of the
merchandise?
It gives the perception if games, electronics and
entertainment

43. Personnel
How long does it take before a sales person initiates
contact?
1-2 minute upon entry and if they see you
Are the salespeople using the store products?
Not really due to the natuere of the product
Does the salesperson have a script to follow with each
customer?
no
Do the salespeople have a uniform?
yes
Does the salesperson treat different customers differently?
no
Do the salespeople match the stores image?
Yes, gamers for gamers
What is the ratio of salespeople to customers?
1:10
What age and gender are the employees?
Male 20-30

44. Products
What is the first product that you notice?
Games, game merchanidise, sale items/used items deals
What products are at eye level?
Game content/ merchandise figures, accessories
Is there a central display table with featured products?
Yes towards the center
What items in the store are in the least accessible locations?
-older obsolete items/games
Where are items that are “for sale” located in the store?
-back areas away from the main entrance with tags
Where are the most and least expensive products located?
-behind the checkout counter, for instance game consoles
How are the products arranged? By function? By price? By
color?
-by manufacturer, genre, title
Are the prices of the products easy to find?
-yes
Are there free samples or demonstrations?
-yes you can try products sometimes
Are there impulse items near the cash register?
Snacks and candy, accessories

45. Customers
Are most customers alone or with someone else? What is
the relationship?
Do most customers appear to be on a mission or are they
browsing?
60% browsing but on a mission for a specific category
What is the average age and gender of the customers? What percent of customers purchase products in the store?
When a customer enters the store, do they tend to walk in
the same path or direction?
Straight in and forwards towards back in a pattern
Do the salespeople match the stores image?
How long do customers stay in the store, on average?
Do customer touch the products? Is this encouraged?
Yes to read descriptions or check condition/quality

46. Store #6 Academy Sports
● State the intended goal

47. Store #6 Academy Sports

48. Before You Enter The Store
Does the Store Draw you in? Yes, large displays of products
Is the door open or closed? closed
How does this make you feel? Neutral still interested
How big is the sign lettering
and in what font?
Big letters and normal bold font
What does this tell you about
the store?
Professional, practial

49. Environment
What is the color scheme of the store? How does this affect
you?
Red and blue, different from other stores
What is causing the noise?
Kids and families talking
What type of floor does the store have? How does this affect
the environment?
Vinly refelcts light well
Is there music playing? If so, does it fit the environment?
No music identififed
How high is the ceiling? How does this feel?
50-60 feet very spacious
Is the store warm or cold?
Mild, good balance
How brightly lit is the store? How does this affect you?
Very well lit but not to much
Is the store crowded with merchandise or is it spare?
Crowded with merchandise to entice customers
How loud is the environment?
Not loud
Does the store have a distinctive smell?
Sports areas smell like equipment

50. Environment
Where is the cash register located? Front near exit
How visible is the store security? Not visible besides greeter
How long do you want to stay in this store? 45 minutes
Does the environment influence the perceived value of the
merchandise?
Yes a great perception of high quality products and
experiences

51. Personnel
How long does it take before a sales person initiates
contact?
15 minutes
Are the salespeople using the store products?
Potentially clothing, and other wears
Does the salesperson have a script to follow with each
customer?
no
Do the salespeople have a uniform?
Yes
Does the salesperson treat different customers differently?
No
Do the salespeople match the stores image?
Yes open, personable, relatable
What is the ratio of salespeople to customers?
1:10
What age and gender are the employees?
Male -20

52. Products
What is the first product that you notice?
Fitness gear, sports gear, sales, workout clothing
What products are at eye level?
Product displays
Is there a central display table with featured products?
Center with featured signs
What items in the store are in the least accessible locations?
-older obsolete not best sellers
Where are items that are “for sale” located in the store?
Central as well as other select areas
Where are the most and least expensive products located?
-behind specific sports counters on display cases relevant to
the category ie camping, golf, weights
How are the products arranged? By function? By price? By
color?
-by category, brand, style
Are the prices of the products easy to find?
-yes
Are there free samples or demonstrations?
-yes you can try products on or interact to see how they are
Are there impulse items near the cash register?
Snacks and candy, accessories, drinks , glasses outdoors
accessories

53. Customers
Are most customers alone or with someone else? What is
the relationship?
With someone. Mostly a perceived partner or family
Do most customers appear to be on a mission or are they
browsing?
Browsing but in a specific category mostly
What is the average age and gender of the customers?
30 male
What percent of customers purchase products in the store?
40%
When a customer enters the store, do they tend to walk in
the same path or direction?
Enter from left and go clockwise
How long do customers stay in the store, on average?
30 mins
Do customer touch the products? Is this encouraged?
Yes customers pick up products to feel or test quality