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Observation lab
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- 2. Stores Visited Kohl’s Costco Dutch Bros Target HomeDepot D&B Supply
- 3. Purpose of Presentation: To observenew elements to stores that I have never “seen” before.
- 4. Elements of the Storefront I missedon prior visits- Dutch Bros
- 5. Dutch Bros Coffee DutchBros Coffee is the largest privately held drive-through coffee chain in the U.S. with over 325 locations, and reported $494 million in revenue for 2018.
- 6. Simple, Big, Plain Signage I think the sign is a indication of the product sold; elegant, refined, but not complex coffee.
- 7. Extremely Friendly Staff Oneelement of the staff I have not noticed during prior visits is how the employees match the stores image, you might even say the store matches the employees image. I think the staff at Dutch Bros’ location is one the strongest elements to their business. Their own website states ”they are in the relationship business”.
- 8. Coffee Prices Anotherelement to Dutch Bros that simplifies the experience is that taxes are already included in the price. I believe this is done in order for customers to have the best experience possible.
- 9. Possible Missed Sale Opportunities The only shortfall I experienced during my visit was the wait. Although I honestly do not know how Dutch Bros could address this. They are popular, and their business model does not involve rushing customers through their experience.
- 10. Element Missed DuringPrior Store Visits: The Floor
- 11. Clean, Reflective Floor Thefloor in target shown in this slide, as well as Kohl’s and Costco in the previous slide, is super clean for the amount of traffic these floors see.
- 12. Floors I thinkthe floors are clean to give the impression to customers that the store is also clean. As shown in this photo, it may be used to enhance light through reflection.
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- 14. Costco Shoppers Browse More I observed Costco shoppers browsing more than any other store I visited during this assignment. This important because there have been studies done that show longer times spent in the store correlate to more money spent.
- 15. Kohl’s Shoppers While theCostco shoppers moved slowly from one area of the store to the next, the shoppers at Kohl’s seemed to be going in to get an item then walking quickly to the check out. This seems like the opposite of what you would expect at a department store.
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- 17. Costco’sCustomer Flow The Costcolocated Nampa, Idaho seemed to have an unwritten rule that you must travel a certain way through the store, and I have seen this at the Mesa, Az location as well. Why is this important? The path forces the customer to see as much as the store as possible.
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- 19. No Impulse Items NearRegister Possible Reasons for this To reduce clutter Keep lines moving faster For the most part, Costco sells in bulk, so small, cheap impulse items goes against the business model.