The Berkeley Bowl grocery store has an open door entrance with small signage. The interior has high ceilings and is packed with merchandise on cracked concrete floors. There are no salespeople and customers browse the aisles touching the various products arranged by type. Most customers appear to be shopping for bargains and stay for a long time in the crowded environment.

2. Store
Before you enter the store: Personnel:
Does the store draw you in? If so, how? What is the ratio of salespeople to customers?
Is the door open or closed? What age and gender are the employees?
How does this make you feel? Are the salespeople using the store products?
How big is the sign lettering and in what font? Do the salespeople have a uniform?
What does it tell you about the store? Do the salespeople match the stores image?
Environment: Products:
What is the color scheme of the store? How does this affect What is the first product that you notice?
you? Is there a central display table with featured products?
What type of floor does the store have? How does this Where are items that are “for sale” located in the store?
effect the environment? How are the products arranged? By function? By price?
How high is the ceiling? How does this feel? By color?
How brightly lit is the store? How does this affect you? Are there free samples or demonstrations?
How loud is the environment? What products are at eye level?
What is causing the noise? What items in the store are in the least accessible
Is there music playing? If so, does it fit the environment? locations?
Is the store warm or cold? Where are the most and least expensive products
Is the store crowed with merchandise or is it sparse? located?
Does the store have a distinctive smell? Are the prices of the products easy to find?
Where is the cash register located? Are there impulse items near the cash register?
How visible is the store security? Customers:
How long do you want to stay in this store? Are most customers alone or with someone else? What
Does the environment influence the perceived value of the is the relationship?
merchandise? What is the average age and gender of the customers?
Personnel: When a customer enters the store, do they tend to walk
How long does it take before a sales person initiates in the same path or direction? -
contact? How long do customers stay in the store, on average?
Does the salesperson have a script to follow with each Do customer touch the products? Is this encouraged?
customer? Do most customers appear to be on a mission or are they
Does the salesperson treat different customers differently? browsing?
What is the ratio of salespeople to customers? What percent of customers purchase products in the
What age and gender are the employees? store?
Other Observations:

3. Berkeley Bowl
Before you enter the store: Personnel:
Does the store draw you in? If so, how? Not at all Are the salespeople using the store products?
Is the door open or closed? Door Open Do the salespeople have a uniform?
How does this make you feel? ?? Do the salespeople match the stores image?
How big is the sign lettering and in what font? Small Products:
What does it tell you about the store? Low Profile What is the first product that you notice? Watermelon
Environment: Is there a central display table with featured products?
What is the color scheme of the store? How does this affect No
you? No scheme, Where are items that are “for sale” located in the store?
What type of floor does the store have? How does this How are the products arranged? By function? By price?
effect the environment? Cracked concrete hippy style By color? By type
How high is the ceiling? How does this feel? About 16’ Are there free samples or demonstrations? No
How brightly lit is the store? How does this affect you? What products are at eye level? A few on Shelves
How loud is the environment? Not too noisy What items in the store are in the least accessible
What is causing the noise? locations?
Is there music playing? If so, does it fit the environment? Where are the most and least expensive products
Is the store warm or cold? Cold! located?
Is the store crowed with merchandise or is it sparse? Are the prices of the products easy to find?
Packed! Are there impulse items near the cash register?
Does the store have a distinctive smell? No Customers:
Where is the cash register located? By the front door Are most customers alone or with someone else? What
How visible is the store security? Not at all is the relationship?
How long do you want to stay in this store? Long time What is the average age and gender of the customers?
Does the environment influence the perceived value of the When a customer enters the store, do they tend to walk
merchandise? Yes all bargains in the same path or direction? -
Personnel: How long do customers stay in the store, on average?
How long does it take before a sales person initiates Do customer touch the products? Is this encouraged?
contact? No contact Do most customers appear to be on a mission or are they
Does the salesperson have a script to follow with each browsing?
customer? What percent of customers purchase products in the
Does the salesperson treat different customers differently? store?
What is the ratio of salespeople to customers? Other Observations:
What age and gender are the employees? 30-60

4. Peet’s Coffee
Before you enter the store: Personnel:
Does the store draw you in? If so, how? What is the ratio of salespeople to customers?
Is the door open or closed? What age and gender are the employees?
How does this make you feel? Are the salespeople using the store products?
How big is the sign lettering and in what font? Do the salespeople have a uniform?
What does it tell you about the store? Do the salespeople match the stores image?
Environment: Products:
What is the color scheme of the store? How does this affect What is the first product that you notice?
you? Is there a central display table with featured products?
What type of floor does the store have? How does this Where are items that are “for sale” located in the store?
effect the environment? How are the products arranged? By function? By price?
How high is the ceiling? How does this feel? By color?
How brightly lit is the store? How does this affect you? Are there free samples or demonstrations?
How loud is the environment? What products are at eye level?
What is causing the noise? What items in the store are in the least accessible
Is there music playing? If so, does it fit the environment? locations?
Is the store warm or cold? Where are the most and least expensive products
Is the store crowed with merchandise or is it sparse? located?
Does the store have a distinctive smell? Are the prices of the products easy to find?
Where is the cash register located? Are there impulse items near the cash register?
How visible is the store security? Customers:
How long do you want to stay in this store? Are most customers alone or with someone else? What
Does the environment influence the perceived value of the is the relationship?
merchandise? What is the average age and gender of the customers?
Personnel: When a customer enters the store, do they tend to walk
How long does it take before a sales person initiates in the same path or direction? -
contact? How long do customers stay in the store, on average?
Does the salesperson have a script to follow with each Do customer touch the products? Is this encouraged?
customer? Do most customers appear to be on a mission or are they
Does the salesperson treat different customers differently? browsing?
What is the ratio of salespeople to customers? What percent of customers purchase products in the
What age and gender are the employees? store?
Other Observations:

5. Store
Before you enter the store: Personnel:
Does the store draw you in? If so, how? What is the ratio of salespeople to customers?
Is the door open or closed? What age and gender are the employees?
How does this make you feel? Are the salespeople using the store products?
How big is the sign lettering and in what font? Do the salespeople have a uniform?
What does it tell you about the store? Do the salespeople match the stores image?
Environment: Products:
What is the color scheme of the store? How does this affect What is the first product that you notice?
you? Is there a central display table with featured products?
What type of floor does the store have? How does this Where are items that are “for sale” located in the store?
effect the environment? How are the products arranged? By function? By price?
How high is the ceiling? How does this feel? By color?
How brightly lit is the store? How does this affect you? Are there free samples or demonstrations?
How loud is the environment? What products are at eye level?
What is causing the noise? What items in the store are in the least accessible
Is there music playing? If so, does it fit the environment? locations?
Is the store warm or cold? Where are the most and least expensive products
Is the store crowed with merchandise or is it sparse? located?
Does the store have a distinctive smell? Are the prices of the products easy to find?
Where is the cash register located? Are there impulse items near the cash register?
How visible is the store security? Customers:
How long do you want to stay in this store? Are most customers alone or with someone else? What
Does the environment influence the perceived value of the is the relationship?
merchandise? What is the average age and gender of the customers?
Personnel: When a customer enters the store, do they tend to walk
How long does it take before a sales person initiates in the same path or direction? -
contact? How long do customers stay in the store, on average?
Does the salesperson have a script to follow with each Do customer touch the products? Is this encouraged?
customer? Do most customers appear to be on a mission or are they
Does the salesperson treat different customers differently? browsing?
What is the ratio of salespeople to customers? What percent of customers purchase products in the
What age and gender are the employees? store?
Other Observations:

6. Store
Before you enter the store: Personnel:
Does the store draw you in? If so, how? What is the ratio of salespeople to customers?
Is the door open or closed? What age and gender are the employees?
How does this make you feel? Are the salespeople using the store products?
How big is the sign lettering and in what font? Do the salespeople have a uniform?
What does it tell you about the store? Do the salespeople match the stores image?
Environment: Products:
What is the color scheme of the store? How does this affect What is the first product that you notice?
you? Is there a central display table with featured products?
What type of floor does the store have? How does this Where are items that are “for sale” located in the store?
effect the environment? How are the products arranged? By function? By price?
How high is the ceiling? How does this feel? By color?
How brightly lit is the store? How does this affect you? Are there free samples or demonstrations?
How loud is the environment? What products are at eye level?
What is causing the noise? What items in the store are in the least accessible
Is there music playing? If so, does it fit the environment? locations?
Is the store warm or cold? Where are the most and least expensive products
Is the store crowed with merchandise or is it sparse? located?
Does the store have a distinctive smell? Are the prices of the products easy to find?
Where is the cash register located? Are there impulse items near the cash register?
How visible is the store security? Customers:
How long do you want to stay in this store? Are most customers alone or with someone else? What
Does the environment influence the perceived value of the is the relationship?
merchandise? What is the average age and gender of the customers?
Personnel: When a customer enters the store, do they tend to walk
How long does it take before a sales person initiates in the same path or direction? -
contact? How long do customers stay in the store, on average?
Does the salesperson have a script to follow with each Do customer touch the products? Is this encouraged?
customer? Do most customers appear to be on a mission or are they
Does the salesperson treat different customers differently? browsing?
What is the ratio of salespeople to customers? What percent of customers purchase products in the
What age and gender are the employees? store?
Other Observations:

7. Store
Before you enter the store: Personnel:
Does the store draw you in? If so, how? What is the ratio of salespeople to customers?
Is the door open or closed? What age and gender are the employees?
How does this make you feel? Are the salespeople using the store products?
How big is the sign lettering and in what font? Do the salespeople have a uniform?
What does it tell you about the store? Do the salespeople match the stores image?
Environment: Products:
What is the color scheme of the store? How does this affect What is the first product that you notice?
you? Is there a central display table with featured products?
What type of floor does the store have? How does this Where are items that are “for sale” located in the store?
effect the environment? How are the products arranged? By function? By price?
How high is the ceiling? How does this feel? By color?
How brightly lit is the store? How does this affect you? Are there free samples or demonstrations?
How loud is the environment? What products are at eye level?
What is causing the noise? What items in the store are in the least accessible
Is there music playing? If so, does it fit the environment? locations?
Is the store warm or cold? Where are the most and least expensive products
Is the store crowed with merchandise or is it sparse? located?
Does the store have a distinctive smell? Are the prices of the products easy to find?
Where is the cash register located? Are there impulse items near the cash register?
How visible is the store security? Customers:
How long do you want to stay in this store? Are most customers alone or with someone else? What
Does the environment influence the perceived value of the is the relationship?
merchandise? What is the average age and gender of the customers?
Personnel: When a customer enters the store, do they tend to walk
How long does it take before a sales person initiates in the same path or direction? -
contact? How long do customers stay in the store, on average?
Does the salesperson have a script to follow with each Do customer touch the products? Is this encouraged?
customer? Do most customers appear to be on a mission or are they
Does the salesperson treat different customers differently? browsing?
What is the ratio of salespeople to customers? What percent of customers purchase products in the
What age and gender are the employees? store?
Other Observations: