1) The document describes the author's experience visiting three different stores and discovering their favorite discontinued chocolate at the third store, Trader Joe's. 2) The author notes they are normally not observant but discovered the chocolate when lingering in the store and looking at impulse purchases by the checkout. 3) A table compares aspects of the three stores visited such as outdoor displays, music, aisle organization, clerks, checkout options, other shoppers, and overall experience. The author preferred the warmer, more inviting atmosphere of Trader Joe's where they found their treasured chocolate.

1. CHOCOALTE
TREASURE FOUND ONCE I WAS NOT
“ON A MISSION”
WHAT I LEARNED :
1) I am not normally observant at all!
2) In fact, I went to several stores yesterday and completely forgot because “I was on a mission…” And
then today again, I forgot in the first two stores.
3) Store environment does not affect me much. However, I was more willing to linger in the store that
was less sterile.
4) Treasure awaited me at Trader Joes when I lingered. My favorite chocolates (and I LOVE
chocolate) were discontinued about a year ago. I had asked managers, went to several locations, and
even contacted corporate. Then when my assignment asked me to look for “impulse purchases” by the
check out, I discovered my chocolates had returned after a year!!! Chocolates may sound silly, but I am
on a low sugar diet and this is one of my few treats, so this is life changing for me!!!
Store #1 Store #2 Store#3
Welcoming/outside Yes, flower boxes NO, selling bundles Yes, fall display with
Out front of wood pumpking
Sound None Yes, music but with Yes, regular music
corporate
commercials for
that store
Aisles/organization None, must Yes, sterile signs, Yes, but quirky creative
wander through but very organized signage
Clerks Greeted right Approached when I Not approached, but friendly
away looked like I was checker – chatted quite a bit
lost Clerk spoke with me
Clerks talked to
each other, not me
Check out Impulse Impulses Impulse purchases
purchases purchases
Other shoppers 1 group of women Even mix of singles Mostly singles, a few groups
and groups of 2 Only store that I saw two
people on their cell phones
OVERALL Warm, inviting Sterile Quirky, creative, warm and
EXPERIENCE
store inviting

2. Example of outdoor display and creative signs to the left