module 5 observation lab

1. Observation Lab
Module 5
By: Gavan Redfield

2. Stores that I Observed
Dollar
General
Shoe
Show
City Gear
Target BestBuy TJ Max

3. Dollar General
A popular American chain of variety stores that sells
inexpensive household goods, cleaning supplies,
clothing, and more.
Before entering the store
• The building looks very accessible judging off the easy access
of the entrance.
• Not many windows to see inside the store.
• Basket of pillows on the outside in the rain. Makes me feel
like they don’t value their product.

4. Environment
- the color scheme of the store was black and yellow. Most of the labels and signs
was black and yellow.
- the floors was concrete topped with a grey finish.
-lighting in the store was very bright. Wouldn’t miss anything with the lights as
bright as they are.
- The store was very junky. Made me feel like they wouldn’t have what I needed.
- Music in the background didn’t match the professionalism associated with
Dollar General.
- All in all, the scenory made me want to get in and out of the store.

5. Personnel
◦ No salesperson available (only cashiers).
◦ The cashier were nice, no scripted lines was
given.
◦ The employees wore all black uniforms, only two
available in the store.
◦ Fair treatment all around the boards to everyone.
◦ Personnel was in between 20-28 and wore all
black attire.

6. Products Customers
◦ First product available on display
was drinks.
◦ Items for sale was located all around
the store. Everything was at eyelevel.
◦ Everything was priced under the
shelves and arranged by function.
◦ Small snacks and catchy gadgets
were located near the register.
• Most customers were alone and looked
like they were on a mission to get in and
out of the store.
• Customers would turn left as soon as
you walked in because it’s a display in the
front door.
• 100% customers purchased something.
• 10 mins or less inside the store
• Dollar General is more for the
convenience than to shop around really.

8. Shoe Show
An American Shoe Retailer.
Before Entering the Store
◦ This store draws you in by advertising sales
outside of its window.
◦ The entrance makes you feel like you are going to
get a great deal.
◦ The sign is high red and illuminated. Pretty big
sign that fits the big sales signs.

9. Environment
◦ The color scheme was neutral colors. Carpet was
blue with designs in it.
◦ The lights was very bright in the store.
◦ Very clean space, not noisy at all.
◦ The cash register was to the left when you walk
in.
◦ Very peaceful place to shop in.

10. Personnel
◦ Walking in I was greeted by the cashier. (Welcome
to Shoe Show)
◦ The associate was nice and asked me did I need
any help.
◦ It was only one associate inside the store. She was
between the age 20-25.
◦ They had no dress attire.
◦ The experience inside the store made me feel
welcomed to be there. I felt like I was an
important customer.

11. Products
Shoes was advertised as soon
as you walk in the door.
Every shoe was on display
inside this store.
Shoes were arranged by sizes.
Every product was accessible
and eyelevel.
Prices was displayed on side
of the display itself.

12. Customers
I was the only customer
inside of the store.
No customers came inside
while I was observing.
I did not get a chance to
observe any customers.

13. City Gear
an American footwear and apparel
retailer.
Before you enter the store
◦ Walking in the store there was an employee standing at the door
holding the door.
◦ Made me feel welcomed to be invited inside the store in that nature.
◦ The sign was big and illuminated. Made me feel like the store had
what I needed.

14. Environment
◦ The store color scheme was a 2 toned grey with a
reddish trim.
- the floors was a dark greyish color, concrete of
course.
◦ The ceilings was no taller than 10’. When I think of
ceilings that short it makes me feel that the store is
limited.
◦ The store lightening was very bright. No loud music.
◦ Very quiet place to shop in peace.
◦ The environment does shows the value of the
merchandise.

15. Personnel
◦ The sales person automatically asks do I need help as soon as I walk
into the door.
◦ No script is followed with this personnel.
◦ Most of the sale person are wearing the product that is from the
store.
◦ 3 sale reps one female and two males between the age of 23-30.
◦ Very professional environment and shows the quality of sales.

16. Products
◦ The products are shoes and clothing that are on display
all around the store.
◦ The shoes are located by sizes and gender as well as the
clothes.
◦ Every product is at eye view and very well easy to access.
◦ Everything is organized and very well put together.
Makes the shopping easy.

17. customers
I was the only customer inside
of the store at the time.
I did not get a chance to
observe another customer.

18. Target
a popular American retail chain that sells a wide
range of products, including groceries, clothing,
electronics, home goods, and more.
Before you enter the store
◦ The store has automated doors that makes you feel welcomed.
◦ There are no real advertisements on the outside of the building
◦ The sign of target is a very big red bullseyes.

19. Environment
◦ Target doesn’t really have a color scheme in the
inside of its building. Most of everything is a
neutral color and red labels and signs.
- the flooring option is cream tile and carpet where the
clothing products are.
◦ The ceilings are very high and gives off a feeling of
unlimited.
◦ Not very noisy, most of the noise is coming from
other customers that are shopping.
◦ No music or distinctive smells in the vicinity.
◦ The environment is very calming and relaxing. I
could stay in this store and shop around for hours.

20. Personnel
◦ The personnel available in this store are cashiers and stockers. I’ve
observed they don’t just ask you do you need help. It is more likely
you ask them could they help you.
◦ No one is treated differently and no script is followed while checking
out.
◦ The ratio of customers to sales people is 4 to 1.
◦ Sales people wear a target shirt and do match the stores images it
wants to uphold.

21. Products
◦ The first thing advertised is the clothing inside
of the store.
◦ There is no main central display. I feel like
everything is on display inside of this store.
◦ Every product is priced either on label or on
shelves and is arranged by function.
◦ Every product within this store is at eyelevel and
is easy to access.
◦ While really observing this store I noticed that
Target has a lot more to offer than I formally
thought of.

22. Customers
Most of the customers are females within the
age range of 25-45. Most are accompanied by
a child.
Most customers tend to walk down the same
path because of how the entrance is set up.
You have to walk around the cashiers.
Most customers are there longer 30 mins.
Most customers are just browsing around the
store.

23. Bestbuy
a popular America retail chain that sells a wide
range of products, including electronics, appliances,
cell phones, video games, and more.
Before you enter the store
◦ The store draws you in by the large iconic logo
on top of the building.
◦ This logo makes you feel like everything you
need is inside of this store.
◦ With the sliding doors to welcome you into the
building without even lifting a finger.
◦ Very accessible to enter, very welcoming, and a
very refreshing smell as soon as you enter the
building.

24. Environment
◦ The color scheme inside of BestBuy is like 4 shades of
gray. These color sends a refreshing feeling into your mind.
- the flooring is carpet and is a mixed grey carpet.
◦ The ceilings in BestBuy are very tall. Makes the space look
spacious like you have plenty room to shop.
◦ The lighting is very bright. I assume this is to make sure
you can see all their products.
◦ The cashiers are in many places inside of the building.
They have different checkout points for different sections.
Also making the shopping experience more relaxed and
easier.
◦ The atmosphere does influence the value of their product.
You can really tell that they care about the appearance and
well being of their products.

25. Personnel
◦ It took about 10 mins for a salesperson to
contact me.
◦ The salesperson asks are you interested in an
item or can they help you with any thing.
◦ Everyone is treated the same inside of BestBuy.
◦ I observed that they had more employees than
customers.
◦ The employees were in uniform that was aligned
to BestBuy standards.

26. Products
◦ The first product I noticed was a Samsung tv.
-The tv was on display in the front of the store.
◦ The whole store was full of items that was for
sale and was arranged by function.
◦ Demonstrations was offered for most of their
products and was at eyelevel and easy to access.
◦ The most expensive items were located at the
back of the store and the least was towards the
front.

27. Customers
Most of the customers shopping at
bestbuy were alone between the ages
of 28-50.
Most customers don’t walk in the
same direction. They walk in the
direction of what they are looking for
inside of BestBuy since everything is
organized by function.
The average time a customers stays in
best buy is 30 mins and im assuming
that long because its kind of hard to
find what you are looking for unless
you ask a sales rep.
Most customers appear to be
browsing.

28. TJ Maxx
Before you enter the store.
◦ The store really doesn’t draw me into the store it
no advertisements on the outside or anything.
◦ Sliding doors are upon the entrance of this
establishment which makes it welcoming.
◦ The sign on the outside is pretty big

29. Environment
◦ The color scheme is neutral colors on the
flooring (which is tile), and red labels, and racks.
◦ The tile on the floor tells me that the floor is
well cleaned and that they care about their brand.
◦ Ceiling are atleast 10’ and lighting is very bright
for the environment easy to see what you are
looking for.
◦ Store is crowded and looks like they need to do
some type of inventory stock.
◦ Cash registers are located in the front of the
building.

30. Personnel
No sell rep available only
cashiers.
No script is followed
with the cashiers.
Everyone is treated
equally by the cashiers
which are between the
ages of 16 and up.
No one is using the store
products, and no one is
in uniform.
Although they aren’t in
uniform you can tell that
they have some type of
dress code.

31. Products
◦ The first product that is being displayed are
Christmas items.
◦ Everything is arranged by gender and age group.
◦ No free samples or demonstrations available.
◦ Almost every product is at eye level within the
store. The only product I see that is hard to
access were some bed covers located on a top
shelf.
◦ Everything has a tag on it for pricing.

32. Customers
Most customers are
women between the
ages of 28-55 that are
accompanied by either
a grandchild or child.
Most customers tend
to walk in the area of
their gender.
Most customers do
touch the products to
see if they like it or if it
fits.
Customers appear to
be browsing and 80%
purchase an item.