This document summarizes observations from six different corporate stores: Target, Trader Joe's, Ulta Beauty, World Market, Starbucks, and Carter's. For each store, brief details are provided about the store environment, customers, personnel, and products. The purpose of the observations was to allow the author to focus on what is happening around them in each store and note differences in atmosphere, customer relationships, and value propositions between the various retail locations.

1. ALEXIS HARRIS | ARIZONA STATE UNIVERSITY | JASON BRONOWITZ
TEM 431 | Summer 2017
Welcome to my
OBSERVATION
LAB
of six corporate stores

2. ALEXIS HARRIS | ARIZONA STATE UNIVERSITY
OVERVIEW
A QUICK
Introduction
Target
Trader Joe's
Ulta Beauty
World Market
Starbucks
Carter's
OPERATION "OBSERVATION"

3. ALEXIS HARRIS | ARIZONA STATE UNIVERSITY
OPERATION "OBSERVATION"
INTRODUCTION
A BRIEF
The observation lab proved to be a great exercise in
allowing myself to actually focus on what is going on
around me. At times, it felt awkward to just stop and look
around. However, as I took the time to be still amongst the
chaos, I realized how each store felt dramatically different
in terms of their atmosphere, customer relationships, and
value proposition.

4. ALEXIS HARRIS | ARIZONA STATE UNIVERSITY
OPERATION "OBSERVATION"
TARGET
STORE #1
ENVIRONMENT
Red, White, and Beige color
scheme.
Everything was organized by
function.
No music playing
PERSONNEL
Employees did not make
contact.
Male and Female 18-32
PRODUCTS
Dollar section items
displayed near entryway.
No free samples.
I arrived at Target at 10:30 am on a
Saturday morning. The store had been
open for about two hours. At this time,
Target was experiencing a low volume of
customers. The doors of the store were
automatic sliding doors that opened
when each guest arrived. The customers
(ages 23-50) seemed to be both
browsing and on a mission.

5. ALEXIS HARRIS | ARIZONA STATE UNIVERSITY
OPERATION "OBSERVATION"
TRADER JOE'S
STORE #2
ENVIRONMENT
Hawaiian decor, red, white, and
yellow. Employees wear
Hawaiian shirts.
The store was loud; the music
playing fit the mood of the
store.
People were moving fast to get
in and out.
CUSTOMERS
Customers were on a
mission.
9/10 customers purchased
something.
Most walked straight to the
veggies.
In contrast to Target's low volume of
customers, TJ's had a high volume of
customers the same morning. I was
greeted by a giant case of watermelons
on sale prior to entering the store. The
employees were all very cheerful, three of
which greeted me within five minutes.
The average age of customers were 25-
40-year-olds. Of course, I sampled their
free food offered in the back of the store.

6. ALEXIS HARRIS | ARIZONA STATE UNIVERSITY
OPERATION "OBSERVATION"
ULTA BEAUTY
STORE #3
PRODUCTS
The first product I noticed
was their "Brow Bar'
waxing service.
Products are arranged by
product line and function.
CUSTOMERS
Most customers (all female)
came in with another female
(sister, mom, etc).
They touched and sampled
products.
PERSONNEL
Females dominated the
workplace. Only two male
employees were present.
Ulta Beauty is a nationwide cosmetics and
hair salon chain. Their value proposition is
a one stop destination for all things
beauty including; a hair salon and
cosmetic products. When I arrived on a
Saturday afternoon the store was very
busy. I did not receive a greeting from an
employee, but it was a positive browsing
experience overall.

7. ALEXIS HARRIS | ARIZONA STATE UNIVERSITY
OPERATION "OBSERVATION"
WORLD
MARKET
STORE #4
ENVIRONMENT
Playing ethnic music in the
store.
People were talking softly
Products were crowded
and not well organized
I was greeted by a
salesperson right away.
Uniform is brown shirt and
jeans.
PERSONNEL
World Market is a national chain
which sells affordable home decor,
imported furniture, and unique gifts.
This store has a very ethnic feel and
warm environment. Most of the
consumers were browsing versus on
a mission to buy something.
PRODUCTS
Bohemian look and feel
Expensive products were
mostly located in the back.

8. ALEXIS HARRIS | ARIZONA STATE UNIVERSITY
OPERATION "OBSERVATION"
STARBUCKS
STORE #5
PERSONNEL
All of the employees were
happy, helpful, and welcoming.
Uniforms: Black pants, black
shirts, and green aprons.
ENVIRONMENT
Front display with new cold
brew coffee maker for sale.
Several different types of
seating arrangments
PRODUCTS
Impulse items are in front of
the register.
Organized by function.
Starbucks is an international coffee
house chain. I observed people meeting
with others, working independently on
laptops, drinking coffee while reading, or
getting their coffee to go. The coffee
house music was playing loudly over the
noise of the people. They were
experiencing a high volume of customers
on Sunday morning.

9. ALEXIS HARRIS| ARIZONA STATE UNIVERSITY
OPERATION "OBSERVATION"
CARTER'S
STORE #6
ENVIRONMENT
Crowded with a lot of product.
Boys clothing on right. Girls
clothing on left. Sorted by
size.
CUSTOMERS
Mostly mothers with
children.
Average age is 25-40
PERSONNEL
Greeted each guest with,
"Welcome to Carter's."
All women were working.
Carter's is a store that sells children's
clothing. Their company branded
clothes are well made at a low price
point. They constantly have sales up
to 60% off. The location in
Brentwood, MO was slightly busy on
a Wednesday morning.

11. OPERATION "OBSERVATION"
ALEXIS HARRIS | ARIZONA STATE UNIVERSITY
THANK
YOU!
AN OBSERVATION ASSIGNMENT