This document summarizes the author's observations from visiting several retail stores, including Target, Victoria's Secret, Bath & Body Works, Zara, H&M, and MAC. For each store, the author describes the exterior appearance before entering, the interior environment and personnel, and products and typical customers. Some common themes across stores are the use of color schemes, music, and sales tactics to attract customers and encourage purchases. The document provides insight into the marketing and customer service strategies of popular retail brands.

1. BY KAITLIN GEROUX
Making
Observations

2. Target
Victoria Secret
Bath & Body Works
Zara
H&M
MAC
STORES
OBSERVED

3. TARGETBefore you enter...
Upon approach of the store you notice bright florescent lights
and a large sign in the shape of the Target logo. The doors
are kept closed but automatically slide open when a person
walks up. What I noticed about the entrance is that they do
not actually have the word Target anywhere which makes
me think that they are so well branded that they do not
need it.

5. ENVIRONMENT
& PERSONNEL
The main theme colors
for Target are red and
white which is prevelant
throughtout the store
and the employees
uniforms.
This makes the store feel familiar like other Targets I have
been in. The high ceiling and bright florescent lights make
the store feel large and airy and make me feel enegized.
There are not many employees in comparison to the number
of shoppers and I was not approached the entire time I was
in the store. The sales people are boys and girls in their early
20's.

6. PRODUCTS &
CUSTOMERS
The first department upon entering the
store is the women's clothing. There is a
table display with featured summer
products such as swimsuits and
sunglasses. The entire store is
organized by department such as
kitchenware and makeup. Most
customers shopping are on a mission for
something in particular and 90% of
people who walked in purchsed
something. The demographic of
shoppers is largely people who are alone
and are of the ages 20-35. I think this
is probably because the location is
downtown LA which consists mostly of
young professionals.

7. VICTORIA'S
SECRET
Before you enter...
The store draws people in through
its large window displays of
Victoria's Secret models wearing
featured products. The doors are
open and the store name is written
in large girly font. It is clear the
store is targeted towards women.

9. Color scheme is black and pink with black marble floors.
Clubby pop music playing and smells like perfume
Registers located at far back wall
All employees wear black & are female around 20-30 yrs old
3 min for salesperson to initiate contact and no script
ENVIRONMENT
&
PERSONNEL

10. PRODUCTS &
CUSTOMERS
Thefirstproductsyounoticewhenenteringthestore
arebras.Thereisalargedisplaytablewith avariety
ofbrasrightattheentrance.Thedisplayproductsare
inthelineofsightbutitemsforpurchaseareindraws
labeledbysize.Item'spricesareeasilyfoundontags
andtherangeofpriceisquiterandomthroughoutthe
store.Atthecheckoutthereareavarietyofmakeup
andbodyproductstoencourgeimpulsepurchases.
Thecustomersshoppingareallwomenandmostof
themarealone.Mostseemtobebrowsngandonly
about30%actuallypurchasesomething.Itisvery
commonforcustomerstopickupandfeelproducts
andisencouragedbasedonhowproductsareplaced.

11. The store has its doors open and a
pleasant smell lingers just outside. It is
very welcoming and leaves the
impression of fresh cleanliness.
BATH &
BODY
WORKSBefore you enter...

13. ENVIRONMENT &
PERSONNEL
Blue & white color scheme
with light wood floors
Brightly lit and smells fruity
Cash register on back wall
I wanted to stay in this store
for a while smelling candles
Salesperson standing next to door
greeting people as they walk in
All personnel wearing uniforms
which fit with theme & are women
ages 18-35
1 salesperson for every 5 shoppers

14. Bath & Body Works heavily encourages
customers to test their products. At eye
level there are testers of all their
different products. Every product has a
price sticker on it and while they do not
have a specific sale section, they do run a
sale on specific products every week. The
customers here are all women 18-50 y/o
and most seem to be browsing.
CUSTOMERS
&PRODUCTS

15. ZARA
Zara draw customers in with its large red
and white sale signs that are left up year
round. The doors are left open and you can
see the main mannequin display if you are
just walking by. The sign is in bold white chic
lettering which indicates to me that their
clothes will be on trend.
Before you enter...

17. ENVIRO
NMENT
&
PERSON
NEL
The interior of the store is
black,white and silver with
off white stone floors and
white and silver ceilings. It
feels fancy inside even
though it is not a super
expensive store. After 3
minutes a salesperson asked
if I was finding everything
okay. They did not have a
uniform but were all
dressed very stylish.

18. PRODUCTS &
CUSTOMERS
Men and women products are in two seperate stores that are not
connected from the inside
Fall products already on display right when you walk in
No impulse buy products by the register(very uncommon)
Most customers are in groups with their friends. Age 18-25
Customers all appear to be browsing and only about 50% purchase
something

19. This store draws in customers with its
large sale signs and two double doors
that are propped open. You can easily
see inside to tables and racks marked
with very low prices implying that it is
a very affordable store.
H&MBefore you enter...

21. ENVIRONMENT &
PERSONNEL
Color scheme is mostly white
with some red signage
Store is very bright with pop
music playing and you can
hear rustling hangers
Very crowded with
merchandise. Overwhelming.
No employee initiated contact with
me
Salespeople had no uniform but are
wearing clothes from the store
Only about 1 employee for 20
customers. Probably because it is a
big store

22. PRODUCTS &
CUSTOMERS
Women'sclothingisthefirstitemyousee
uponwalkinginthestore.Mensclothingis
foundallthewayintheback.Thereare
manyrackswithmarkdownsignsscattered
aroundthestore.Itfeelsasifitisascavenger
hunttofinwhatyouarelookingfor.Thekids
items arethemostdifficulttofind.People
shoppingherearemostlycouplesorgroupsof
friends.Theagerangeisalmostallearly20's.
Theystayforabout20-30minutesand60%
purchasesomething

23. MAC
The store does not feel welcoming and almost
seems as if you are not supposed to go in. They
have one of their double doors open but you
cannot see into the store very well. I think they
do this on purpose to make the store feel
exclusive and therefore more sought-after.
Before you enter...

25. Color scheme is all black with grey floors
Not too bright, intimate vibe, smells of perfume
Medium volume club music playing. Fits vibe
Saleperson contact in 1 min
Uniform is all black but each employee has own
style. All women ages 20-30
1 salesperson for every 3 customers. (small
store)
ENVIRONMENT
& PERSONNEL

26. PRODUCTS &
CUSTOMERS
The first products I notice are lipsticks which makes
sense because I know they are currently running a
campaign on their wide range of lipsticks. They
encourage you to test products and have makeup
chairs where the artists can apply product for you.
Prices are not easy to find. The customers are all
women and all seem to know what they came in for.
Each customer is there for 5-10 minutes and 75% buy
something.

27. While none of the stores had their own security, I saw
three different secruity gaurds walking around the
shopping center and standing outside of stores
Most people in the area are young and not many
families. This makes sense because it is downtown LA
Almost all retail employees are 18-35
Zara and H&M both attract customers with large
signs that say "SALE"
Larger stores have less employees per customer
THINGS I HAD
NOT NOTICED
BEFORE