The document summarizes the results of observing six book and accessory stores. Key findings include: the name and decoration attract customers the most; location matters as one store with two doors and air conditioning had more traffic; playing their own light music created a better atmosphere than the shopping center music; cash registers were by the door or in the center; salespeople were helpful but didn't promote products aggressively; items were arranged by function with special areas for specific products; and impulse items were by the registers. Customers were typically young females, with more just browsing on weekdays and purchasing on weekends.

1. Observation Lab
by Guo Yulu

2. • The six stores I chose are stores
selling books and accessories. They
are in different locations but all of
them are in shopping centers.

4. Conclusions
• Before you enter the store
• 1.The name and the decoration attract people
most.
• 2.The location matters. ( One store has the most
advantage in location since it is in the first floor
with air-conditioner and owns two door. A lot of
people would like to go into it from on door and
get out from the other one in order to grasp a
slight chill in hot weather and a short warmth in
cold weather.)

5. • Environment
• 1.Music helps to create the atmosphere. All
six stores have music inside but just two have
their own music while others use the music of
their shopping centre. I think playing their
own music is more suitable and comfortable.
It is good to play light music in shops selling
books and accessories.

6. 2. Cash registers are always located at the door
of the shop or in the centre.(The left one below
is in the centre and the right one is at the door.)

7. • Personnel
• 1.There are always salesperson serving you.
They won’t promote any products but they
will give some help such as help finding out
particular products if you need.
• 2.They are all in uniform and most are young
people between 20 to 30. Since they are
shops selling books and accessories, young
people will be better.

8. • Products
• 1.Most of the items are arranged by function.
There are always special areas for special
products or expensive ones.

9. • 2.There are always impulse items near the
cash register.

10. Customers
• 1. Most customers are young people with
friends. And most of them are females.
• 2.The salespeople said there are more people
just browsing in weekdays and more people
purchasing in weekends.

11. •Thank you!