The document provides observations from visits to several retail stores, including Costco, Lowe's, Walmart, Academy, Main Event, and Guitar Center. For each store, observations are given on the pre-arrival environment, store interior, staffing, products, customer base, and other notable details. The stores are described in terms of their organization, cleanliness, staff attitudes, product quality and pricing, and the demographic segments they appear to target.

1. Module
5
: Observation Lab
Name: Mohammad Alj
is
hi
Date: 11/10/2023
TEM 431
A
ri
zona State University

2. Stores Observed
Costco
Lowe’s
Walmart
Academy
Main Event
Guitar Center

3. Costco

4. Pre-Arrival & Entry Observations: The store is very organized from
the outside and the building is well kept.The parking lot is very full
and the gas stations are over
fl
owing with cars. It seems to be a well
run location with a system in place to keep every activity organized.

5. Store Environment: The store is setup as a warehouse. It’s
extremely organized with very high ceilings, huge isles, and
oversized carts. It makes me feel like I’m in a comfortable retail
jungle going on an adventure. It’s quite relaxing and allows me to
take my time in the store.

6. Store Staf
fi
ng & Personnel: The store is very well staffed.There are
enough people in each section of the store so no customer is left
without help.The general mood of the workers is very positive.
Everyone is willing to help and assist.They do have Costco branded
clothing on.

7. Store Products: The store inventory is organized in a very
deliberate fashion. Multiple products are highlighted for sale when
you
fi
rst enter the store. Usually the ones they want to deplete their
inventory of.The isles are organized in such a fashion to make
noticing products easy and accessible.

8. Customer & Market Segment: The customers are traveling in
groups for the majority of the time while inside the store. Most carts
are quite full except for a few groups who have light items.The
clientele looks to be well off. And the majority of the groups spend
over an hour while at the store.

9. Other Observations: The store strategy is quite successful at
attracting the market segment Costco is targeting.Which would be
the middle and upper middle class client base.

10. Lowe’s

11. Pre-Arrival & Entry Observations: The store lot is very clean and
the building has a fresh paint job. It feels like the store will be clean
and organized as well. It gives me a good impression of the quality
of service and products before I enter the store.

12. Store Environment: The store smells fresh and the isles are for the
most part organized.The store has very high ceilings and makes the
space feel very big even though there are a lot of products on
display.The store is also very clean for the type of home products
they offer. It’s the exact opposite of the service you would receive
from a Home Depot.

13. Store Staf
fi
ng & Personnel: The staff are quite presentable with
clean aprons and decent store branded clothing.They are friendly
and quite approachable.The image of the staf
fi
ng matches the
brand image of the store.

14. Store Products: The products have a high amount of display focus
in their packaging.They allow the customer to see exactly what they
are buying and there are high numbers and types of products with
in store displays. Customers are able to interact with almost every
store product and it is quite encouraged.

15. Customer & Market Segment: The customer base this brand is
targeting is de
fi
nitely that of the higher income brackets.The
products they carry are often higher than similar retailers in the
area.The main difference that differentiates this store from the
competition is the store experience itself. Similar to the difference
between a Walmart and a Target for example.

16. Other Observations: The store is quite bright with a high number
of arti
fi
cial lighting inside.

17. Walmart

18. Pre-Arrival & Entry Observations: The parking lot has a lot of
police camera stations and the area is very
fi
lthy. Many of the cars in
the parking area have dents or some other form of damage.The
people surrounding the parking area look like they are about to
commit a crime.The general feeling is making me feel unsafe and
very aware of my surroundings.

19. Store Environment: The store products are not as organized in a lot
of the areas.The
fl
oor has a lot of stains and is quite dusty.The
lighting on the ceiling is very spread out. Most products are
available to touch and experience while in store.

20. Store Staf
fi
ng & Personnel: Everyone I interacted with while in the
store looked miserable.The Walmart branded vests they were
wearing looked stained and overused. Every agent of the store
seemed to want to avoid customers and act preoccupied on their
phones.When asked about certain products they did not know any
useful information or direction.

21. Store Products: The quality of the products is very low.There is a
huge selection of inventory and the store is very confusing to be in.
The isles are very high and completely full of inventory.The pricing
tags are often misplaced or further away from the product within
the isles.

22. Customer & Market Segment: This brand is targeting the everyday
consumer with humble means.The customers are very price
conscious.They are dressed down, often in pajamas or similarly
inappropriate public attire. Everyone looks unhappy at the store
including the workers.

23. Other Observations: The store pickup section provides insight to a
completely different set of clients.They are more middle income
earners with nicer vehicles.

24. Academy

25. Pre-Arrival & Entry Observations: The store plaza seems to have a
scarcity issue.The parking area is empty with not too many vehicles.
The store sign is prominent and easy to see when driving around
the area.

26. Store Environment: The store is very large and the isles are full of
products.The isles are middle sized, not to big, or too small.The
inventory always has display products for customers to interact with.
The store does feel empty thought, as if it’s from a ghost town type
of movie.There aren’t a lot of clients in the area shopping. So the
foot traf
fi
c is de
fi
nitely on the lower end of the spectrum.

27. Store Staf
fi
ng & Personnel: The staf
fi
ng in the store also feels
scarce. It’s hard to
fi
nd a store representative without having to go
out of your way.The store environment isn’t encouraging
overspending.The personnel behave as though they want you to
leave as soon as possible.

28. Store Products: The products are clearly labeled and every item has
a clear price tag listed.The prices at the store are a little above
reasonable. Some of the items are in a more secure area with extra
safety equipment. Especially in the hunting section and the
fi
rearm
section.

29. Customer & Market Segment: I don’t think this store has a clear
market segment they are targeting. It does carry a lot of hunting
product and outdoor gear. But from the feel of the store it’s hard to
tell who their client base is.Which is an issue for the brand and
ultimately makes the store experience feel less personable.Which is
why I think the store and the lot is so empty.

30. Other Observations: All potentially dangerous products are secured
properly.

31. Main Event

32. Pre-Arrival & Entry Observations: The store parking lot is very
organized and the parking area is quite large.The landscaping is
very appealing and the store sign is very prominent.The color
scheme of the brand is very noticeable and recognizable event from
a distance.The building and surrounding areas are clean.

33. Store Environment: The store environment is quite loud.The
sound of music and loud bowling noise is very noticeable as soon as
you walk in.The store ambient temperature is also on the cooler
side. Most if not all customers are in groups and the ambient noise
includes conversation white noise.The store layout is very open and
it’s easy to have an overview of the areas through the open
fl
oor
plan.

34. Store Staf
fi
ng & Personnel: Most of the staff available were from
the younger labor market. Closer to high school and early college
ages. Everyone has been friendly and quite happy to assist.The store
pace and transaction times was noticeably relaxed. No one was in a
rush.

35. Store Products: The products are not focused on inventory that
customers would by.They are catering to services and experiences
customers can gain while visiting the store.The offerings are catered
to creating entertainment as opposed to a product you would take
home. And the store layout is designed to highlight that. Especially
with the jungle gym in the air in the middle of the store.

36. Customer & Market Segment: Many of the customers were young
families. Some of them in the bar area looked like they were part of
a corporate event.

37. Other Observations: Very fun location that is well designed and
easy to relax in.

38. Guitar Center

39. Pre-Arrival & Entry Observations: The store sign is very forgettable
and not prominent at all.The store is not easy to
fi
nd unless you’re
looking for it through the GPS. Not a lot of care is placed on store
presence in the plaza where it is located.

40. Store Environment: The store feels messy.With boxes of random
instruments placed all throughout the store.There are clearly
designated areas but they are not utilized as intended.The only
product that is well positioned would be the electric guitar.

41. Store Staf
fi
ng & Personnel: The staff range from young college
students to older hippies.The staff are quite calm and the store
environment is very slow paced.There are classrooms in the back as
well so the staff and the clients are expected to be interacting for a
very long time.

42. Store Products: The product selection that is most prominent
would be the electric guitar.There are many of them position on the
middle wall within every eye level in all areas of the store. It is quite
impressive and almost looks like an art piece. Most products are in
boxes. Some of their selection is meant to grab and go as is from the
store with no packaging.

43. Customer & Market Segment: Clients are mostly young adults or
children alongside their parents and legal guardians.The store is
targeting the educational system with many products catered
towards musical learning.

44. Other Observations: You’re expected to spend a lot of time at the
store and since I was in a rush to visit other stores it came as a
surprise to the workers.