Observation lab

1. OBSERVATION
LAB
Robert Trevizo

2. TARGET - INSIGHTS
Target is a modern discount
retailer that caters to newer
trends and a guest friendly
environment. Most of their stores
carry a similar designs with a
contemporary feel to them.

3. TARGET -
OBSERVATIONSThe store right off the bat has a great
inviting appeal that draws you in with its
large entrance that displays lots of light.
The saw the large interesting red
concrete balls that are located on the
entrance.
Entering the store provides a clean and
clear path to draw you into all areas of
the store, in this particular case the
produce and groceries.
Thing that I notice is that they have
windows to show people having a
coffee (Starbucks) or eating in their mini
cafeteria. Provides a sense of comfort.

4. THE VITAMIN
SHOPPE - INSIGHTSThe Vitamin Shoppe is a
specialty retailer that caters to a
variety of health and wellness
products.

5. THE VITAMIN SHOPPE -
OBSERVATIONS
The front store sign was blocked by a
large tree that hung in front of the store.
The front of the store was with large
windows showing you or providing an
invitation to see inside.
The store wasn’t kept clean very well. It
showed a lot of unpacked inventory.
Perhaps cause this was done at a later
time of the day.
There was a small clearance cart that
was hidden in the back of the store.
The store did a good job segmenting all
different areas of wellness goals and
objectives.

6. ROSS - INSIGHTS
Ross is a discounted brand store
that offers a large variety of
products from home interior to
designer clothing.

7. ROSS -
OBSERVATIONSThe entrance to the store was like most
inviting as it has large windows that
reflected the activity inside.
As you entered the store there was no
clear direction or path guiding you to a
route for making purchases easier.
The store was a bit of a chaotic mess
as there was several items from
different departments laid out
everywhere.
I also did notice that this particular store
had its own “Prevention Loss” security
at the front of the store.
The merchandise was good quality at a
very discounted price.

8. SHOE DEPT -
INSIGHTSShoe Dept. is a discounted
retailer that specializes in
footwear for women, children and
men. The store carries brand
names at a discounted price.

9. SHOE DEPT. -
OBSERVATIONSThe front store had some posters on the
large windows showing their promotions and
products. Unlike other store where their
windows were cleared of any advertising.
The signed had both a Spanish and English
version next to each other. (live in a high
hispanic market)
The isle were not clear but seems to be like it
was done on purpose as for their was
random product in-between isles.
First impression when you enter is that they
have A LOT of shoes, this is provided by the
illusions of all the boxes lined up and down
the store.
They had a clearly defined clearance room
that was available to see from the front of the
store. It was located towards the back to it
forces you to go through all the other newer
inventory on your way there.

10. MARSHALLS -
INSIGHTSMarshalls in another retailer that
offers brand name items at a
discounted price. They carry
everything from home interior to
designer clothing.

11. MARSHALLS -
OBSERVATIONSThe entrance to this particular store was a
bit different as it did not have full windows
from top to bottom but they didn’t have any
advertisement so it showed activity within.
As you entered the store there was a
clearance section/racks that were located
right next to the door. Most items here were
seasonal or seem to have some damaged.
The entrance also started with women's
clothing, particularly shoes. This was a
section with lots of discounted pricing
available without looking further into their
product selection.
The home interior/exterior section was just
loaded with many item that just didn’t really
invite you to go searching. There was very
little space to walk through.

12. ULTRA BEAUTY -
INSIGHTSUlta is a retailer that focuses on
primarily woman beauty
products. They even have a
salon and makeup stations within
the store.

13. ULTA -
OBSERVATIONSLike most stores this had an inviting entrance as
it had the large windows showing inside activity.
From outside you could clearly see the current
promotions the store was running along with a
push to their rewards system.
As you entered the store was very nicely set up
and clean, there was no product that had been
misplaced for the most part.
Walking through the isle there was product with
their own stands and personalization to their
particular product. This was good as the images
provides a better feel for that particular item.
There was a salon that was located towards the
back of the store so this could help with
promoting their own products as you get your
hair done.
There was a tiny wall that was dedicated to men
product but was very empty. It was hidden in the
middle of the store.