Emotional Map of Shopping Excursion: Ann Taylor Loft Outlet Store By Angie Johnson Purpose: To purchase new suit for LRA conference, Black Friday, 11/23/12 Arrival 2:15—Mood neutral Walk to Ann Taylor Loft, Enter Browse suits, 2:30—Mood Walk across store to sale racks, Walk to petite section, 2:55— 2:20—Mood relieved, amused interested but underlying 2:40—Renewed interest in sale Mood task‐oriented, mission‐ annoyance section followed by slight driven annoyance • Pull into outlet mall parking lot. • Very cold and windy; glad we didnt • Notice subconsciously that store is • Go straight to size section. • Quickly browse petite racks looking park farther away. different. • Notice shortage of choice in my for correct size, match. • Extremely busy, consider parking in faraway lot and walking. • Enter store, immediately warmer. • Racks are very close together. particular size. • Don’t (ind anything new here. • Notice people going to car with packages, • Greeted very cheerfully by greeter. • Look back to door and realize store has • Choose several pairs of pants for • Browse shirts for matching w/ suit, ask if they are leaving. They are, we wait • Surprised greeter is male, dressed been renovated, is smaller. trying on. (ind potential match w/ black suit. and park fairly close. very casually in plaid (lannel. Looks • Suits are hanging on wall, I notice none • Notice lack of matching jackets in like he forgot he worked at Eddie are pressed. Ill have to iron when I get correct size. Bauer. home‐‐very irritated at this idea. • Browse skirts, sweaters, tops section • Try to (ind my size, no petites here. for matching w/ potential suit choices. • Have to wait for others to leave section in order to browse my sizes. • Arm is getting slightly tired from reaching up to rack, which is fairly high, especially for extra‐small size section. Walk to (itting rooms, 3:00—Mood neutral, then anxious, impatient Walk back to regular size section in search of jacket to match pants that Walk back to sale section, 3:35— Mood determined, task‐oriented, Go to checkout, 3:45—Mood decisive, hurried Leave store and return to car, 3:55— Mood relieved, neutral satisfaction (it, 3:20—Mood fatigued, impatient, decisive level disappointed, task‐oriented • Stand at (itting room door, greeted by • Search for black jacket in style I prefer, none • Find cream‐colored sale shirt to match • Stand in a brief line for 4 minutes before • Leave with suit and shirt at 50% of exasperated workers and asked to please left in my size. in correct size. approaching counter; feel relieved it is not original price, better than I’d do stand back behind barrier to wait for a • Find another I prefer less, take coat off and • Need to take shirt and selected suit to long. While standing in line attention caught anywhere else without having to have (itting room. park everything in crowded corner in front another aisle to see colors in better light by scarves in bin near checkout. They are suit tailored. Overall, accomplished task • Notice (itting room has been changed; used to be two rows of rooms, now only of mirror to try on in the middle of store rather than having to return to dressing to determine match. • Decide not to try on, instead eyeball size 50% off but original price $50, outrageously overpriced for quality. $25 is still way too on busiest shopping day of year in just over 1 ½ hrs. room. much to pay and they are not even that one row with fewer rooms and smaller and decide it will do. • Overall impression of Ann Taylor outlet space overall. • Jacket (its, but I don’t prefer it. attractive. store diminished: I dislike renovation, • Notice sweaters on sale and am tempted • Wait 5 minutes for room, wishing they had • Notice another jacket in brown that I prefer; to look, but recall I don’t really need • Checkout girl asks if I’ll be using Ann Taylor quality seems lesser, store less organized not reduced number of (itting rooms. • Go into (itting room, which is roomy though I didn’t originally want a brown suit, I decide style and (it are more important anything else and am not in the mood for shopping so go directly to checkout. credit card, I say no. She asks if I would like to apply and I tell her I already have one. and more crowded, (itting rooms not as convenient, appearance of merchandise This response ends conversation quickly, less attractive. enough but not enough hanging racks for the items I have. than color, try on brown jacket in correct size and decide to change overall selection from black to brown. which is what I hoped. • Pay for items while checkout girl folds and • However, this is one of few places selling clothes that (it me well, so will probably • Fairly pleased with (it of pants, jackets too snug; wishing fabric of the jackets had some stretch for comfort, but noticed • Put black pants back and decide to purchase brown suit. places them in bag. Notice again suit has not been steam‐pressed like regular retail return. If next experience is not improved, will only buy essentials as stores do, irritated I’ll have to do this today. there were none like that to choose from in the store, though I think there used to be from this company; consider perhaps myself. However, suit (its well, which is most important. • Spent less $ here today than in past visits. the quality of clothes has been reduced from what I remember. • Notice there is a sign on wall advertising 50% off the lowest price, with chart allowing customer to see the reduced price without having to do the math, which is somewhat convenient, though probably unnecessary with a ½ markdown. • Store workers talking loudly among themselves as they work to clear dressing rooms and hang items; their conversation is somewhat distracting. • Leave dressing room, holding three pairs of pants as possible keepers.