3. PetSmart
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I think the front of the store was the
most interesting out of all the stores
I went to.
The door is closed which makes me
feel like its not as welcoming as it
could be.
The sign is massive and perfect for
the size of the building .
The font is super plain but the use of
colors and the bounce design is
specific and interesting.
4. Environment:
- The store was extremely red and blue, it
was a nice pop of color and I really liked the
uniformity
- The store had tile floor which appeared
more like a hospital
- The ceiling was really tall which make it
feel like a warehouse.
- The store is very bright which is nice when
looking at things to buy and seeing how
they look
- It was actually really quiet in here other
than the motors for the fish tanks
- There was no music playing which is fitting
but I just enjoy music anyways
- It was very room temperature which was
nice compared to the colder air outside
- The store was pretty crowded with
merchandise
- The store just smelled like animals and
animal food
- I feel really sad going into petsmart and not
buying animals so I don’t like staying very
long
- I don’t think the environment does anything
to the value of the merchandise
Personnel:
- The sales personnel were asking me very
early into getting there if I needed help with
buying anything
- I’m not sure if they have a script but I did
notice that they great everyone the same
- I didn’t notice the salesperson speaking
differently to anyone but I did notice that
they weren’t talking to anyone who looked
like teenagers
- There was maybe 3 salespeople in the entire
store so I don’t think there was enough
people for the number of customers
- Most of the people working there were
female presenting/women and they looked
to be in their 20s-30s
- They all wore the same color shirt and pants
with a name tag
- I did think the salespeople match the store
image but I wasn’t expecting much since its
just a pet store
5. Products:
- I noticed lots of cat and dog treats
- There was not a central display table with
feature products but a few different ones
that were more easy access like treats
- The for sale items were all the way in the
back
- The products were arranged based on what
animal they were for and how large they are
so the bigger stuff was in the back
- There were no free samples
- The eye level products were the animals and
treats for animals
- The items that were least accessible were
the animal beds and cat trees which also
happened to be the most expensive
- The prices were in very large text on the tag
so super easy to find
- There are lots of impulse items near the
cash register
Customers:
- Most of the customers were in groups and
looked to be like families
- The average age of customers was 30-40
and most people were women
- Most of the customers went straight
towards what they were there for whether
it was to look at animals or something for
their specific animal
- Most customers were in and out and did not
stay very long
- Everyone I saw was touching all of the
products they were looking at, and I do
think it was encouraged
- Most customers were on a mission if it was
for items and browsing if for animals
- I think 50% of people in the store bought
products
6. Final Comments/ Other Observations:
- The store was pretty empty and it
looked like a mess for the most part
- I’ve noticed that all the animals
look really sad so I didn’t like it
7. Bealls
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The store does not draw me in and
it feels very plain.
The door was closed which is
uninviting and I almost thought it
was closed.
The sign was huge and also very
red and plain
The store did not seem special
based on the sign and it really made
it feel like it wasn’t memorable
8. Environment:
- The store was very pink and red which was
a little too bright at some points
- The floor was tile and plain.
- The ceiling was also extremely high which
felt like a warehouse
- The store felt like a hospital because it was
so bright
- The store was very quiet and if it had music
playing it wasn’t loud enough
- There was no noise and hardly any people so
it was pretty silent
- I wish there was music unfortunately
- The store was extremely crowded and some
of the shelves were overflowing
- The store did not smell good but I couldn’t
decide what it smelled like specifically
- I didn’t see any security and I did not want
to stay in the store very long at all
- The environment made the merchandise
seem less valuable than they actually are
Personnel:
- I was greeted upon entering the store
- The salespeople did not have scripts and
they seemed like very natural real people
- I didn’t think the salespeople treated anyone
differently
- There was an even number of salespeople to
customers but there were only 3 other
people in the store with me
- The employees were all women and all
looked to be 40-50
- The sales people wore a shirt but nothing
else matched each other that I noticed
- The salespeople looked like they matched
the store well
9. Products:
- The first product I noticed when I walked in
was the purses in the women's section
- It really did not appear like the products
were arranged well, the house items were
mostly in the back of the store though
- There were no free samples
- The products at eye level were clothing
racks and items that were smaller so they
were easier to see at this height
- The most and least expensive products were
in the back of the store
- The prices were sometimes hard to find
depending on where the sticker was on the
item
- There are a ton of impulse items near the
register and the line you stand in
Customers:
- Of the 2 other customers they were alone
and trying on clothes
- The people in there at the time looked like
women who were 60-70
- The customers were in the store for a good
amount of time finding cheap things
- The customers touched a lot of products but
I don’t think its encouraged or discouraged
- This was more of a browsing store so
customers took longer
- Everyone I saw in the store bought
something
10. Final Comments/ Other Observations:
- The store was awkwardly
organized and I do not like how it
feels in here
11. Dillards
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I think the front of the store was very
plain and not appealing and if it
weren’t for its well known name I
doubt anyone would go in there
The doors were closed which isn’t
inviting
The font on the outside was boring
and I usually relate that to a store
that's going to be more boring or
appeal to an older generation
12. Environment:
- The color scheme of the store seemed very
plain with lots of brown, black, and white. It
made me feel like the place was a mix
between old and high-end.
- The floor was either carpet or tile, which
was nicer than other places
- The ceiling was similar to a house ceiling,
which made it feel homier.
- The store was very bright with white light
which made it easy to see everything even
at longer distances.
- It was very quiet which was a bit creepy.
- I wish there was music playing.
- The store was a little stuffy and warm
- The store was pretty crowded with
merchandise. It was hard to get five feet
away from product.
- The store did not have any smell to it.
- The cash register was located in different
locations that were hard to find.
- I don’t think there was any store security.
- I ‘d want to be in that store for an hour max
- The environment did make the merchandise
seem a little bit more expensive
Personnel:
- It took us about 5 minutes to get contacted
by a person, but I think it was by
coincidence
- It was obvious that the person was supposed
to ask specific questions
- The salesperson treated every customer the
same way
- I would honestly say there were more
employees than customers
- The employees were from 20-40 and mostly
men
- I couldn’t tell if they were wearing store
product or not
- I’m sure the employees have a dress code,
but not a clear cut uniform
- I would say the employees didn’t match the
store’s image
13. Products:
- The first product I noticed was some
seasonal shirts
- There isn’t a central display table for
product, but little tiny tables in each section
- The items for sale are basically everywhere
you can walk
- The products didn’t seem arranged in any
particular way except for color in some
cases.
- There weren’t samples or demonstrations
but there were dressing rooms where you
could try stuff on.
- The products ar eye level were usually
shirts or shoes.
- The least accessible items were jackets
because they were higher up.
- I don’t think the highest/lowest priced items
were located in specific places. You could
find 150 dollar pants next to 40 dollar pants
- The prices of products were generally easy
to find
- There were a few impulse items at the cash
register
Customers:
- Most customers were not alone, and it was
usually a family or a couple
- The average age of customers was 20-30
- Customers seemed to walk in from the same
doors and split off immediately left or right
from the doors. Hardly anyone kept walking
down the middle which was kept open.
- Customers stayed in the store for about an
hour or less
- Customers did touch products and it seemed
encouraged
- Most customers just browsed while an
occasional customer came in trying to find a
certain product
- I would estimate 20% of customers actually
buy anything from the store
14. Final Comments/ Other Observations:
- I genuinely do not think there were
any real people in this store, and
the salespeople did not look
prepared to help anyone
15. JcPenney
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This store is just a cheaper dillards
which really tells you I do not find it
interesting
The door was closed just like the
other places
The sign was relatively the same
size as the other stores and just as
boring as dillards
16. Environment:
- The color scheme is very boring browns and
greys which is not appealing to my age
group
- The floor was a mix of laminate wood floor
and concrete which is not flattering
- The ceilings were about the same height as
dillards
- The store wasn’t as bright as the other
places I went to and actually felt like it was
awkwardly dim, especially in the dressing
rooms
- There was no music in this store and it was
extremely quiet because no one was there
- It was so crowded with merchandise that I
felt like I almost couldn’t move through the
isles
- It was also very hard to find the cash
registers since they were off to the side in a
hidden section
- I did not want to stay long in here at all,
especially because it was so empty
Personnel:
- I was not contacted by a salesperson until I
paid for my items
- I’m assuming they don’t get people often
based on the way they treated me and how
hard it was to find someone in the store
- I only saw one worker the entire time so I
am unsure of how many people were
actually there working, but there were no
people shopping either
17. Products:
- I noticed a ton of clothes in here, and it
made it really hard to move through
- There were some display tables in front of
the main doors but for the most part there
weren’t any that were super eye catching
when you first walk in
- I could not find a single section that was all
for sale, but I did see a lot of discounted
items if you bought a certain amount of
them
- The products were categorized where the
clothes were all together and the home
items were together
- I think just based on how hard it was to
navigate this store you could argue
everything isn’t easily accessible
- It felt like everything was insanely
expensive and I did not think these items
were worth the value of the prices
- The prices were very easy to find on the
products
- Tons of impulse items near the register as
well
Customers:
- Since there were very few people in this
store I couldn’t tell you a lot about them
- I’m assuming this is because people like to
shop online a lot more now
- The only two people I saw were women and
they were both shopping for clothes but I
am unsure if they were touching things or
what their shopping entailed
- I am guessing that since the two people I
saw bought things, that most people who
enter this store buy things
18. Final Comments/ Other Observations:
- The store was very overwhelming
to be in and there was way too
much merchandise for the size of
the building
- It was also a ghost town I can’t
believe the business is going under
so quickly
19. GameStop
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I actually thought the store was
closed and almost turned around
before realizing the lights were on
It was in a really bad position in the
mall so I don’t think it was inviting
and it doesn’t help that this business
is already going under
20. Environment:
- The color scheme of the store was mostly
grey/black/red. Definitely feels like you’re
there to buy games.
- The floor was just carpet but it was a little
nasty which turned me away from the store.
- The ceiling was like a house which made it
feel smaller than it really was
- The store was pretty brightly lit which
made the colors of all the product easy to
see
- The environment was very quiet and
nothing was making noise except for us in
the store
- There wasn’t any music which was weird
- The store was a little cold which was a
reason I wanted to leave
- The store was cramped with merchandise
- The store had no smell
- The cash register was in the middle of the
right wall of the store
- There was no visible store security
- I want to stay in this store for no more than
20 minutes
- The environment didn’t affect the
merchandise’s perceived value
Personnel:
- We were greeted immediately
- We were asked a simple question asking if
we were looking for something
- They did not treat customers differently
- At the time, there were as many salespeople
as customers
- The employees were 20-30, men and women
- Salespeople were wearing tshirts from the
store
- The salespeople did not have a unique
uniform
- The salespeople definitely matched the
store’s image
21. Products:
- The first product I noticed were the plushies
around the store because of their size
- There were two central displays with their
more expensive products
- The items for sale line the walls for the most
part, and are on little displays scattered
throughout the store
- The products are just arranged by type, e.g
games, toys, collectables
- There were no free samples or
demonstrations
- Products at eye level were either
collectables or video games
- The least accessible items were the
consoles, located behind the counter
- The most expensive products were in the
middle of the store or behind the counter,
and the least expensive were on the counter
or right by the door
- The prices were easy to find
- There were many impulse items by the
counter
Customers:
- I did not see any customers the entire 20
minutes I was in the store, and I’m assuming
this is caused by the fact that most people
buy merchandise, consoles, and games
online now instead of in person
- I think the location of this particular
gamestop also made it really unlikely for
anyone to go inside since it feels hidden
from the street
22. Final Comments/ Other Observations:
- GameStop is really going out of
business and I wasn’t surprised
there was no one there. Seems like
most people shop online nowadays
23. Walmart
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I think the front of the store was the
most interesting out of all the stores
I went to.
The door is closed which makes me
feel like its not as welcoming as it
could be.
The sign is massive and perfect for
the size of the building .
The font is super plain but the use of
colors and the bounce design is
specific and interesting.
24. Environment:
- The color them is very blue and white which
is well known but doesn’t affect me
- The floor is the same plain tile which is
really boring and feels like a hospital
- The ceiling is way too high and does make
me uncomfortable
- The store is also way to bright even though
it helps with seeing the items in the store
- There is no music just a lot of people talking
way too loud and from the fridges and
machines running
- The store is slightly too cold in some areas
- The store is honestly evenly filled with
merchandise and not too filled or sparse
- The store really doesn’t smell like anything
- The cash registers are at the front of the
building and very easy to find
- I didn’t see any security while I was there
- I really don’t want to stay in walmart very
long just in and out since there isn’t
anything entertaining here
Personnel:
- No one talked to me the entire time I was
here
- There are lots of salespeople in this store
but there are also tons of people so they are
maybe on a 4:1 ratio
- The salespeople did have a uniform so it was
easy to spot them, but I think they are just
regular people and that matches the stores
image
-
25. Products:
- I first noticed the food section when I
walked in, and there were plenty of display
tables with cheaper foods and snacks or
stuff that is on theme with the holidays
- The store is arranged based on what should
be most accessible at the front and what is
most expensive in the back
- The least accessible items are also therefore
the most expensive since I’m assuming they
don’t want people to steal them
- The eye level products are a lot of name
brand and well known snack items
- The prices of products are very easy to find
since they are right in front of the items or
on a tag
- There are lots of impulse items near the
cash register
Customers:
- Most customers are families shopping for
groceries together so the age and gender
includes everyone possible
- I would say most customers walk in and
walk towards the groceries section, but
there were people I saw that walked
towards whatever they were looking for
- Most customers are in walmart for a very
long time shopping for items they need
- I did not see anyone that didn’t buy
something from here
26. Final Comments/ Other Observations:
- Walmart isn’t necessarily an
inviting store, or somewhere people
like going it’s more just somewhere
that’s convenient and has what you
are looking for
