The document describes observations of various stores, including a coffee shop called The Bean Scene, discount store Winners, post office, grocery store Extra Foods, supermarket Super Store, and Italian specialty store Valoroso. Key details are provided about the entrance, environment, personnel, products, and customers at each location.

1. In Store Observations
What’s in store in a small town?
By Emma Bullen, October 2012

2. The Bean Scene: Entrance
• Big open windows
• The door is closed -it’s raining today –
but it looks welcoming
• Muted color scheme, warmly lit from
high ceilings. The only trouble
is, those high ceilings make it echo
• There’s music playing, but it doesn’t
suit the environment. They could
improve this!
• It’s warm in here and smells like
coffee – so welcoming
• It’s sparse with merch at the front
• The cash register is to the right of the
door, and there’s no security
• I’d much rather be in here today than
the office

3. The Bean Scene: Personnel
• The staff are super friendly
and always go out of their
way to greet you by name
• There’s no script, it’s all
personable. Conversations
feel natural and not forced.
• There are two girls in the
café today, both in their
20s, neither wear uniform.
They look right at home
here
• I love the relaxed feel of
this place

4. The Bean Scene: Products
• The first thing I notice are the
scones in the featured display –
they’re at my eye level
• There are broken cookies for sale
by the till – ideal for impulse buys
• All food is displayed
together, mugs are in a display by
the door
• No free samples today
• It’s not easy to find the prices of
their coffee
• I don’t know what the cheapest
item here is
• I like the brand’s personality – this
message for example on the
brown paper bag for my cookie

5. The Bean Scene: Customers
• I love the attention to detail
whether you’re staying or
going – this coffee is to go and
I’m about to put a lid on it.
They treat all the customers
with the same amount of
care, and they all linger a little
longer
• Most people are going places
this morning, but there’s a
steady stream, and most of
them spend between $5-10
• Most customers are employees
of nearby businesses: smartly
dressed professionals in their
mid 30s

6. Winners: Entrance
• There’s a big sign above the door – you can’t miss this place. Feels
very American to me
• Doors are closed, but you can see right in
• New serif font looks sleeker, more noticeable than the previous
one. They feel more professional compared to other business in this
town

7. Winners: Environment
• Color scheme – lots of white
• Floor is shiny and clean
• Ceilings are low and brightly lit, the store
feels big
• Music is playing and it’s pop – trying to feel
modern
• Store is warm, but not too warm
• It’s jam-packed with merchandise, which
feels overwhelming
• There’s no distinct smell in here
• Cash registers are near the exit
• No visible security
• I could stay here for about 30 minutes, but I
only have 10
• The busy environment doesn’t indicate the
merchandise is of high quality, plus there are
lots of signs indicating there are bargains to
be had. It makes me want to spend
money, but I don’t feel like it’s really high-
end fashion.

8. Winners: Personnel
• There’s no sales person contact until I
get to the till
• She does seem have a script to
follow, asking me if I found
everything I wanted (I lie) and if I
have a Winners card (I do, but not on
me)
• The lady in front of me seems to
have equal treatment
• There are only two sales people, and
they’re both wearing red Winners
aprons
• They’re both around 40 years old, I’m
not sure what image the store is
going for. Perhaps they’re the
demographic? It’s hard to tell
because the shoppers here are
different ages.

9. Winners: Products
• It’s raining, so I’m looking for an
umbrella, but I notice the winter
coats first, then the beauty products.
• There’s a central display table with
lots of pretty boxes, which makes you
feel encouraged to pick them up and
prices tell you how much you’re
saving
• Most products are at eye level
• I leave the store without an umbrella
– I only have 10 minutes of my lunch
hour. I have no idea where they’re
kept, it doesn’t seem like a logical
location – by the door would be
better
• I do impulse buy some soap, hooked
in by the display

10. Winners: Customers
• Most customers are
alone, they seem to have been
there for a while already
• There’s no steady flow, people
are browsing
• Everyone touches the
products, leafing through
racks of clothes, trying on
shoes
• I’d say 70% of customers buy
something here
• There are lots of season items
ready for Halloween by the
till, a good place for impulse
party purchases

11. Post Office: Entrance
• I wouldn’t say this
store draws me in, but
I need to go in there
• The door is open, it
should feel welcoming
but it doesn’t
• The sign doesn’t really
say ‘Post Office’ to me
• It’s a convenience
store, you don’t really
want to stay very long

12. Post Office: Environment
• The color scheme is red and
blue, it says ‘efficiency’ to me. I
hope this is going to be quick. I
don’t want to be in here long.
• There’s no music, just people
asking questions
• The displays are fairly
crowded, it’s a small store and
they’re trying to maximize on
space
• The floor is the same for the
whole of the Capri Mall, they’ve
not done anything different with it
• It doesn’t have a distinct smell in
here.
• The cash register is right up
front, with no security

13. Post Office: Employees
• I have to wait in line until
I’m seen
• The employee wears a blue
shirt, I think it’s
uniform, but I can’t be sure
• He feels right at home
here, but he’s quite stern.
This does seem to match
the stores image
• He treats all customers the
same, very direct and
commanding

14. Post Office: Products
• The first thing I notice are
the postcards, but there
aren’t any greetings cards –
I could use one
• No items for sale, no
samples, and no
opportunity for impulse
buys – unless you need
envelopes. Most people
coming in already have that
covered
• Most products are in one
location

15. Post Office: Customers
• Customers are all
alone, a mix of male and
female and mostly
middle aged
• When they walk in the
store, they all go the
same direction, joining
the queue right away
• We’re all there for a
short period of time – 10
minutes at most.
Everyone is on a mission
• Everyone buys in store

16. Extra Foods: Entrance
• Doesn’t look very inviting.
Doors are closed and you
can’t see in straight away.
It takes a while to actually
get IN the store, you need
to go down a small
corridor first. It doesn’t
feel very welcoming
• The sign is big and
clear, the maple leaf
indicates it’s a Canadian
brand – maybe that
means the produce is
local?

17. Extra Foods: Environment
• There are bright greens and white
walls, but there’s something about the
low ceiling and dim lighting that makes
the store feel less clean than other
supermarkets. It could do with better
lighting.
• There’s music playing, but it’s not too
loud. It’s background noise. Could be
improved.
• It’s full of products, all stacked on top of
each other
• It’s not too hot or cold, feels about right
• The store opens up into the mall, with
the cash registers at the other entrance.
It’s an odd set up. I can’t see security.
• I don’t usually want to spend too long
here, maybe 20 minutes

18. Extra Foods: Personnel
• No one initiates contact until I
get to the till
• They seem friendly enough, and
treat the customers the same.
Could make a little extra effort
• They pack the food very
quickly, not taking too much
time to engage with the
customer.
• The employees are all older
ladies in their 40s. They have a
uniform, but look fed up – a bit
like the store. It would make a
difference if they were more
engaged.

19. Extra Foods: Products
• There is TONS of toilet roll for
sale
• Can’t find a central display
table
• There are no free samples
left when I get there
• Most items are accessible
• The most expensive products
are in the beauty section
• There are lots of magazines
by the cash register – ideal
for impulse buys

20. Extra Foods: Customers
• Customers are in there alone, or
with friends. They’re elderly and
chat together.
• Customers tend to walk in the
same direction – there’s a flow
to the store.
• I’d say they stay on average 20
minutes, and there’s a lot of
touching of products going
on, testing for ripeness of
vegetables and fruit
• Nearly all the customers are
buying something. They’re not
hurrying, they’re happy to make
a connection with the staff.

21. Super Store: Entrance
• There’s a big sign out the
front. The carpark is huge
and full of cars.
• The doors are closed, but
they’re automatic, so it’s
not long before you’re
inside. It’s welcoming.
• Outside there are bins of
produce with deals before
you go in – lots of
pumpkins and squashes.
They all look pretty good
quality. I’m happy to go
inside.

22. Super Store, West Kelowna
• The color scheme is white, blue and
red
• The ceiling feels relatively high – it
feels spacious, like there’s a lot to
explore
• There’s music playing, but it’s not too
evasive
• The store is not too hot, not too cold
• It’s well spread out, displays are neat
and inviting
• Cash registers are at the end of each
aisle
• There is a security guard
• I’m happy to stay for up to 30 minutes
• The environment makes me feel like
I’m getting value for my money – and
the clean feel makes me trust the
quality of the produce

23. Super Store: Personnel
• While browsing, a young man
asks me if I need something
• At the till I’m asked if I want
the ‘deal of the week’ and
how many bags I want
• All customers are treated the
same
• There are a lot more
customers than salespeople –
4 to 1
• The staff have a bright
uniform and are
approachable, in line with the
store’s image

24. Super Store: Products
• The first thing I notice is the
offer of the week – a cleaning
product
• There’s a row of featured
products as you enter, for sale
• The products are grouped
together by function and color
• I find some of the signs
misleading – Speciality Cheese
for example houses Mini Baby
Bells and Laughing Cow – hardly
‘special’
• More expensive items are at eye
level

25. Super Store: Customers
• Customers tend to go with
family members, they’re
chatting as they shop
• There’s a real mixture of ages
here
• Most customers tend to go
straight into the
store, starting at the
vegetables
• Touching the products seems
completely natural
• Most people are taking it
easy – no one’s in a hurry
• All customers buy something
before they leave

26. Valoroso: Entrance
• The door is shut, but
there’s music playing out
front. It’s opera, not
something you hear
everywhere, so tells me
that the store is
genuinely Italian
• There’s a big sign (out of
shot) in the same colors
as the Italian flag
• There’s a flow set
up, but the first door I
walk past is the exit, not
the entrance. I feel like
I’m being forced in a
certain way

27. Valoroso: Environment
• It’s clean with average ceilings, good
lighting, and polished floors. It makes it
feel clean, and I’m happy to shop here.
• There is music playing in one
room, and the food network in another
– it feels like these people are
passionate about Italy and food.
• It’s a little chilly in here today.
• It’s packed with merchandise – it all
looks fantastic
• It has a distinctive smell of good food
• The cash register is in the second
room, by the exit
• There’s no visible security system
• I wish I could stay longer, maybe 30
minutes to an hour
• The environment makes the quality
seem high

28. Valoroso: Personnel
• Staff initiate contact as soon as
you get to the deli counter
• They don’t have a script, but
they’re happy to describe food in
lots of detail
• You can tell that some customers
are regular, they get a bit of extra
attention
• There are about 3 customers to
every employee
• Employees are mixed, 30
somethings and older
• They all wear aprons
• Not all are Italian, but they’re all
passionate about food – it works!

29. Valoroso: Products
• The aisles of pasta
• There’s a central table with
cheese, bread and oil to sample.
They’re fantastic.
• Lots of food at eye level – mostly
ready-made tapas style.
• Lesser known ingredients are in
least accessible locations – takes
me a while to find polenta
• Prices are easy to find, but the
expensive is mixed with the
inexpensive
• Chocolates and croissants –
marked down are by the counter

30. Valoroso: Customers
• Customers are
together, they mostly
seem friends
• The average age is 30
+
• They stay on average
20-30 minutes
• They’re either there
to shop, or buy lunch
• Absolutely no one
leaves empty handed