A presentation that captures the INSIGHTS of my observational lab.

1. Observational
Lab
Shannon Boesch
TEM 431

2. Tilly’s
Journey’s
Rolling Rack
Boutique
Bath & Body Works
1
2
3
4
5
6
Sephora
It’s Sugar

3. Tilly’s

4. Tilly’s
Environment
The store’s entrance
door was closed, so it
was not outwardly
super inviting
The actual store was a
lot bigger than I
expected
The cash register was
located on the left
wall and there was
rock/indie music being
played in the store
Personnel
A sales person initiated
contact right after I walked
in the door. They did not
have a script and just
welcomed me politely.
There were 3 sales people
and an average of 9
customers in the store at a
time. The 2 sales people on
the floor were women, and
behind checkout the sales
person was a man.
Products
The first product I
noticed were the
graphic tees right in
front of the entrance.
All the prices were
easy to find on the
clothing items
The backpacks that
were lining the wall
behind checkout were
the least accessible
store items
Customers
The customers mostly
came to the store in
pairs. The average
customers were men,
and those in their late
20s to 40s.
There were many in the
store who were
actively trying on
clothes and accessories
so it seemed like they
were on a mission.

5. Tilly’s
Before this observation, I had previously missed how well the
music matched the vibe of the store. The music that was
played was indie and rock, which really paired well with the
type of clothes being sold.
I was most surprised by the size of the store. Many of the
stores in Tempe Marketplace are small, but this store was
huge and still crowded with merchandise.
They are currently hiring, so that is an opportunity I had not
noticed before.≈

6. Journey’s

7. Journey’s
Environment
The store’s entrance door
was open which made me
feel very invited in.
The ceiling was high, so
though the store was smaller
than average, it still felt
spacious.
The merchandise was mostly
lining the walls, so it wasn’t
very crowded. The store
smelled like new shoes,
mostly leather.
Personnel
A sales person never
initiated contact.
There were 3 sales
people and I was the
only customer in the
store. The sales people
were all women in
their late teens/early
twenties.
They did not wear
uniforms
Products
The first product I
noticed were the
leather boots in the
store window display.
The products were
arranged by type
(shirts vs. shoes)
There were no free
samples or
demonstrations done.
Customers
As a customer, I was
able to touch the shoes
and would have been
able to try some on.
I was the only
customer in the store,
so I didn’t want to stay
long since all the three
sales people kept
looking over at me but
not approaching.

8. Journey’s
Before this observation, I had previously missed how well the
store utilized its space. One of the coolest parts of the store was
how it has all the merchandise on the walls and then has chairs
lined up in the center for people to sit and try things on.
I was most surprised by how empty the store was. The items look
awesome, so hopefully it isn’t empty all the time.
I love boots and I had no idea that there was a boot focused shoe
store at Tempe Marketplace, so I may take the opportunity to go
back and buy a pair.

9. Rolling Rack Boutique

10. Rolling Rack Boutique
Environment
The main thing that drew
me into the store was the
sparkly disco horse in the
window display.
The store’s color scheme
was bright pink! This was
memorable and full of
energy.
The floor was bright pink
plastic, the ceiling was
really high, and there
were neon signs scattered
everywhere
Personnel
A sales person initiated
contact within a minute of
me walking into the store.
Though she didn’t follow an
exact script, she definitely
had certain key things to
say
There were 2 sales people
and an average of 8
customers in the store.
Both were women in their
late teens 18/19.
Products
The store was so big
that even though there
was a good amount of
merchandise, it felt
sparse.
The backpacks that
were lining the wall
behind checkout were
the least accessible
store items
Customers
The customers mostly
came to the store in
pairs. The average
customers were men,
and those in their late
20s to 40s.
There were many in the
store who were
actively trying on
clothes and accessories
so it seemed like they
were on a mission.

11. Rolling Rack Boutique
Before this observation, I had previously missed out on all the cool
elements of the store. There are so many cool neon lights, trinkets,
and non-clothes items around the store.
I was most surprised by how colorful the store really is. Though you
can tell it is fun from outside, you really have to be in the store to
experience the PINK and the fun that the store showcases.
There are some really cool photo spots in the store, so there may be
an opportunity to bring some friends and take some fun pictures
around the store while we shop.

12. Bath & Body Works

13. Bath & Body Works
Environment
I could smell the soaps
while walking past the
entrance, and it drew me
into the store.
The door was open and
the store was already in
Christmas mode. The floor
was wooden and the store
had very homey vibes.
There was a lot of noise
(talking and Christmas
music)
Personnel
The sales people greeted
customers right when they first
walk in. They didn’t have a
script but made sure to be nice
and friendly.
There were 6 sales people and
an average of 20 customers in
the store at a time. The sales
people were both men and
women (20s-40s). They all had
uniforms (black shirt, jeans,
and company apron).
Products
The first product I
noticed was the soaps.
There are a LOT of
smells and they change
depending on which
display you are standing
next to. There are
multiple displays around
the entire store. Items
seem to be arranged by
theme (example: Land of
snow). There were free
samples next to the
hand washing stations
Customers
Most customers came in
with other people (family,
friends, and couples are
scattered around the
store). Customers are
encouraged to touch
products and try out the
free samples at the sinks.
All the customers
appeared to be on a
mission to but something
by the time they left

14. Bath & Body Works
Before this observation, I had previously missed out on the fact that
Bath & Body Works’ employees wore uniforms. I don’t know why that
fact never stood out to me, but it was cool to learn that I already
have the uniform at home.
I was most surprised by how Bath & Body works has already
transitioned into the christmas season. With Christmas smells, music,
and decorations proudly displayed, I definitely felt the Christmas
spirit!
Now that I know Bath & Body Works is selling Christmas items, I can
take the opportunity to start buying some of them for my family!

15. Sephora

16. Sephora
Environment
The store’s entrance door
was closed, so it was not
super inviting. The color
scheme of the store was
black and white, which
made it seem classy.
People talking and music
made the store a bit
noisy. Sephora offers
help color matching and
picking out right shades,
like consultations. So
there are a lot of sales
people talking to
customers.
Personnel
A sales person initiated
contact right after I walked
in the door. They did not
have a script and just
welcomed me politely.
There were 10 sales people
and an average of 30
customers in the store at a
time. All the salespeople
were women (20s-40s)
The dress code seemed to
be wearing all black
Products
The first product I noticed
was a facemask on display
The products were
arranged by brand (Fenty,
Rare, etc.)
There is a whole makeover
section where you can get
your makeup done. There
are also free samples on
each aisle to try out the
makeup you are interested
in.
Customers
The average customer
gender was female
There is A LOT of
impulse items near the
cash register that
customers picked up
while checking out.
Overall, It seemed that
customers stayed in
the store for an
average of 15 minutes

17. Sephora
Before this observation, I had never really paid much attention to the
organization of Sephora. However, it was cool to see that each aisle was
its own island of items. Moving from aisle to aisle gave you a whole
different experience full of different shades, items, and textures.
I was most surprised by how many Sephora employees are constantly on
standby in the store. They are really always making sure that everyone is
finding what they need, and they are always ready to help.
I also learned that they do free color matching, so I may take up that
opportunity to see if I can get a better foundation.

18. IT’SUGAR

19. IT’SUGAR
Environment
The store’s entrance
door was open, and the
colorful window
displays made it
inviting
The color scheme of
the store was rainbow
and it had a very
purple floor.
The store was crowded
with so many different
types of candy.
Personnel
There was only one sales
person behind the counter
in the store. And, they
seemed to be only there to
help with the check out
process.
There were cameras in the
corner of each wall.
I wanted to stay in the
store a while to check out
all the candy!
Products
The first product I
noticed were the
lollipops in the
window display.
There were many table
displays each with a
different type/genre of
candy.
Sadly, there were no
free samples but there
were two shelves of
candy right at checkout
Customers
Many of the customers
were children with
their parents.
They were running
around and pointing
out all of the candies
that peaked their
interest. The kids
definitely touched the
products, but mostly
seemed to be browsing.

20. IT’SUGAR
Before this observation, I had never really paid much attention to
whether or not security was visible in this store. But, since this store
probably brings in a lot of kids, I was happy to see how many security
cameras were in the store, to make sure everything remains safe.
I was most surprised by how there was only one employee in the store. I
am sure that the store gets incredibly crowded, so I don’t know how
they are able to keep everything in line by themselves.
I saw that they do candy bouquets, so I will definitely take the
opportunity to get that for my friend’s birthday coming up!

21. CREDITS: This presentation template was created by
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& images by Freepik
Thanks!