The document provides guidance for observing the details of a store environment, including how the exterior and interior design draw customers in, influence their perceptions, and affect their shopping experience. Key aspects to observe include the store's color scheme, lighting, noise level, temperature, crowding, smells, cash register location, security visibility, and how these impact customers' feelings and desire to stay. Personnel behaviors like response times and uniformity are also noted. Product placement, pricing visibility, and impulse items are identified as important factors, along with analyzing customer demographics, behaviors, touch points, and purchase rates.

1. Observation Lab
If I have ever made any valuable discoveries, it has been owing more to patient attention,
than any other talent. Isaac Newton: (1642-1727)
Before you enter the store:
Does the store draw you in? If so, how?
Is the door open or closed?
How does this make you feel?
How big is the sign lettering and in what font?
What does it tell you about the store?
Environment:
What is the color scheme of the store? How does this affect you?
What type of floor does the store have? How does this effect the environment?
How high is the ceiling? How does this feel?
How brightly lit is the store? How does this affect you?
How loud is the environment?
What is causing the noise?
Is there music playing? If so, does it fit the environment?
Is the store warm or cold?
Is the store crowed with merchandise or is it sparse?
Does the store have a distinctive smell?
Where is the cash register located?

2. How visible is the store security?
How long do you want to stay in this store?
Does the environment influence the perceived value of the merchandise?
Personnel:
How long does it take before a sales person initiates contact?
Does the salesperson have a script to follow with each customer?
Does the salesperson treat different customers differently?
What is the ratio of salespeople to customers?
What age and gender are the employees?
Are the salespeople using the store products?
Do the salespeople have a uniform?
Do the salespeople match the stores image?
Products:
What is the first product that you notice?
Is there a central display table with featured products?
Where are items that are “for sale” located in the store?
How are the products arranged? By function? By price? By color?
Are there free samples or demonstrations?
What products are at eye level?

3. What items in the store are in the least accessible locations?
Where are the most and least expensive products located?
Are the prices of the products easy to find?
Are there impulse items near the cash register?
Customers:
Are most customers alone or with someone else? What is the relationship?
What is the average age and gender of the customers?
When a customer enters the store, do they tend to walk in the same path or direction? -
How long do customers stay in the store, on average?
Do customer touch the products? Is this encouraged?
Do most customers appear to be on a mission or are they browsing?
What percent of customers purchase products in the store?
Other Observations: