1. Observation Lab
I DECIDED TO GO TO THE WESTFIELD TOPANGA MALL IN WOODLAND
HILLS, CALIFORNIA AND VISIT THE STORES THERE.
2. H&M
Before Entering:
The store was 2 floors but seemed very welcoming with open doors and windows to look into the shop.
Large size seems intimidating
Environment:
Somewhat quiet
Music playing in background
Very hip-hop style
Personnel:
Because of the large store not many employee interaction
Hard to find people that work there
No uniforms
Very nice when you approach them
Quick service at checkout
Young employees (16-21)
Products:
Lots of clothing
I looked at the sweaters and shirts mostly
Reasonably priced compared to other stores
Customers:
Very young teenagers to young adults (14-23)
Lots of customers were just looking
People that were purchasing were with friends or family
3. Insights
I never really noticed the type of people that went into the store and
what they were looking for when shopping.
I also thought the prices were reasonable compared to other stores
that I observed.
You sort of had to be assertive with the employees to get their
attention.
4. Boarders
Before entering:
The store was somewhat intimidating to enter because it had a demographic
Skater shop
Very colorful clothing displayed in the front
Environment:
The store had A LOT OF CLOTHING
Seemed like everything was stacked over each other
Employees were very nice and welcoming
Very long store to walk through
Personnel:
Employees seemed to wear the clothes that was being sold there
No uniforms
Very nice and approachable
Young employees that seemed like skaters or hippie stereotype (16-23)
Products:
Clothing was more for the skater community
Very overpriced
Kind of difficult to find what you wanted with so much clothing sold
Customers:
Very young customers (14-21)
Typically people that enjoyed skating or dressing very colorful and edgy
People seemed to just be looking and not purchasing items
5. Insights
After observing this store I realized that I don’t really like going in
there.
I always feel awkward with the people that are in there purchasing
items.
The employees try to make it welcome but the clothing there isn’t
really my style.
6. Spencer Gifts
Before entering:
The store seems very rebellious and interesting to enter based off its graffiti design
Items sold in front are very humorous
Very intriguing to enter
Environment:
Very colorful and interesting
Indie music playing in background
People working there are very nice and welcoming
Personnel:
Employees look very intimidating with lots of piercings and weird clothing
Very nice and welcoming people
No uniforms
Intimidating to speak to at first but always willing to help
Products:
Products are usually humorous and items you usually wouldn’t buy
Not very expensive clothing items
Items are somewhat awkward to purchase
Not just the sex toys
Customers:
Customers are usually young teens (15-21)
People usually don’t purchase things
Just look because it’s funny
Diverse group of customers
7. Insights
I never really realized how often I go in there and never purchase
anything.
I only really observe the funny items and take the store as a joke.
I also never realized how nice the employees are even though they
look very weird or intimidating .
8. Target
Before entering:
The store had security guards in the front to make sure nobody was stealing
Didn’t interact with anybody
Not very welcoming
Music was very low volume in store
Environment:
Very quiet and everybody was minding their own business
People seemed like they were in a rush
Lots of red and white around the store
Personnel:
Employees didn't really interact with you unless you approached them
Wearing red shirts as uniforms
Didn’t speak to you at checkout either
Products:
Very affordable products
Low quality
Store was 2 floors
First floor was clothing, 2nd was groceries and toiletries
Customers:
Very diverse group of customers
No age range of people there
Lots of families and young children
9. Insights
The experience was very average and like any other experience in a
grocery store.
People sort of just mind their own business unless you grab their
attention.
10. Panda Express
Before entering:
The restaurant was at the food court, so it was very crowded and
rushed
Very long line
Could smell the food easily and the restaurant seemed like a hot
dog stand
Environment:
It seemed very rushed since it was in the food court and the line
was very long
Not a very comfortable setting to be in
Personnel:
People didn’t seem very welcoming because they were in a rush
All wearing the same uniform with a hot
Didn’t seem to have great hospitality
Products:
Food was somewhat overpriced because it was in a mall
Food was obviously good because I enjoy Panda Express
Good quantity served to each customer
Customers:
Seemed to be mostly families or teenagers
11. Insights
The experience wasn’t the greatest because it was very crowded and
had a long line.
The food was very expensive however I enjoyed the food which made
me care not so much about how much I spent.
Service could’ve been a bit more welcoming.
12. Macy’s
Before entering:
The store had a very standard look with many people entering and leaving the
store
Very large entrance and very noticeable
Perfume aisle is the first thing when you walk in
Environment:
Very busy with people selling items and purchasing
Perfume & makeup people mostly
Music is very quiet to hear
Hard to find where you’re going
Personnel:
Very difficult to find someone that works there because they don’t wear uniforms
Store is very large as well
People will help but aren’t super welcoming
Products:
Items are overpriced
Has 3 floors
First floor is perfume, and shoes
Second is clothing
Third is bedding and toiletry
Customers:
Very diverse group of customers
People are usually purchasing items there and not just looking
13. Insights
My experience at Macy’s was very average.
I don’t enjoy going there because everything is overpriced and very
unorganized with the clothing.
They’re usually my last resort for purchasing clothing.
