The observation was of a Costco warehouse store. Key details included that the store had high ceilings, was well lit but noisy due to carts and people, and had merchandise packed tightly on shelves stacked 2-3 levels high. The store had a variety of products throughout at varying price points and no distinctive smell other than what could be smelled from food sampling areas. Employees wore badges and demonstrated products but did not have a uniform. Customers seemed to both browse and be on missions, and most appeared to purchase items.

1. Observation Lab
If I have ever made any valuable discoveries, it has been owing more to patient attention,
than any other talent. Isaac Newton: (1642-1727)
Jay Munro
Costco
Before you enter the store:
Does the store draw you in? If so, how?
It has a single entrance, with a lot of shopping carts in front of it. It doesn’t really draw you
in. However, the bakery is exhausting their baking smells.
Is the door open or closed?
It’s open, with someone greeting and checking cards.
How does this make you feel?
How big is the sign lettering and in what font?
Big, colorful, and San serif
What does it tell you about the store?
Variety, big.
Environment:
What is the color scheme of the store? How does this affect you?
It’s basically gray, with a number of colored sections.
What type of floor does the store have? How does this effect the environment?
Cement, warehouse like’
How high is the ceiling? How does this feel?
20-25’ Feels like a warehouse
How brightly lit is the store? How does this affect you?
Well lit.
How loud is the environment?
There’s a din, but supprisingly not overly loud
What is causing the noise?
Carts, people walking around.
Is there music playing? If so, does it fit the environment?

2. No, no music.
Is the store warm or cold?
Comfortable, maybe slightly warm, except in the cool rooms for vegetables and milk
Is the store crowed with merchandise or is it sparse?
Packed with merchandise. Stacked 2-3 levels up.
Does the store have a distinctive smell?
No, depends where in the store you are, you might smell different foods being sampled.
Where is the cash register located?
The front of the store.
How visible is the store security?
Not that visible, but lots of workers.
How long do you want to stay in this store?
As long as it takes to get my stuff
Does the environment influence the perceived value of the merchandise?
yes, to a certain extent. Because it’s a warehouse store, you’re expecting good prices. Things there are
all over the map, up to $20k jewelry, and cars.
Personnel:
How long does it take before a sales person initiates contact?
Not really that kind of store.
Does the salesperson have a script to follow with each customer?
no
Does the salesperson treat different customers differently?
N/a
What is the ratio of salespeople to customers?
What age and gender are the employees?
all ages
Are the salespeople using the store products?
They are demonstrating the products.
Do the salespeople have a uniform?
Badges

3. Do the salespeople match the stores image?
basically.
Products:
What is the first product that you notice?
candy
Is there a central display table with featured products?
Many large displays
Where are items that are “for sale” located in the store?
All through the store
How are the products arranged? By function? By price? By color?
Usage, such as food, toys, books, dog food.
Are there free samples or demonstrations?
Yes
What products are at eye level?
Most of the products
What items in the store are in the least accessible locations?
Jewelry, some electronics, gift cards
Where are the most and least expensive products located?
around the store
Are the prices of the products easy to find?
Yes
Are there impulse items near the cash register?
no
Customers:
Are most customers alone or with someone else? What is the relationship?
couples
What is the average age and gender of the customers?
all ages
When a customer enters the store, do they tend to walk in the same path or direction? -
yes

4. How long do customers stay in the store, on average?
40-60 minutes
Do customer touch the products? Is this encouraged?
in most cases, yes
Do most customers appear to be on a mission or are they browsing?
most seem to browse
What percent of customers purchase products in the store?
all
Other Observations:
This is a discount warehouse store. People go there to buy specific things, many leave with more than
they had on their lists.

5. Fabrics Plus, Anacortes
Before you enter the store:
Does the store draw you in? If so, how?
Not especially, you have to know what it is (further than just wanting cloth)
Is the door open or closed?
- closed
How does this make you feel?
Neither here nor there.
How big is the sign lettering and in what font?
Script font 18-24” high
What does it tell you about the store?
Not terribly creative
Environment:
What is the color scheme of the store? How does this affect you?
Dreary. Couldn’t tell color
What type of floor does the store have? How does this effect the environment?
Tile floor, no real effect.
How high is the ceiling? How does this feel?
15’
How brightly lit is the store? How does this affect you?
Bright enough to see in most areas, encourages me too look.
How loud is the environment?
Not very loud.
What is causing the noise?
Talking.
Is there music playing? If so, does it fit the environment?
Faint music, not really there
Is the store warm or cold?

6. Warm temp
Is the store crowded with merchandise or is it sparse?
Crowded with merchandise
Does the store have a distinctive smell?
smells like fabrics
Where is the cash register located?
Middle of the store on an island
How visible is the store security?
none
How long do you want to stay in this store?
If you’re just browsing, hours
Does the environment influence the perceived value of the merchandise?
yes, discount fabric.
Personnel:
How long does it take before a sales person initiates contact?
Fairly quickly.
Does the salesperson have a script to follow with each customer?
no
Does the salesperson treat different customers differently?
Didn’t observe
What is the ratio of salespeople to customers?
1:3, 1:4, changed as time went along.
What age and gender are the employees?
older (50+) women
Are the salespeople using the store products?
not observed.
Do the salespeople have a uniform?
no
Do the salespeople match the stores image?
basically, They looked like customers with name tags.

7. Products:
What is the first product that you notice?
fabric.
Is there a central display table with featured products?
No, lots and lots of bolts of fabric, packed in tight, floor to above eye level.
Where are items that are “for sale” located in the store?
All over the store.
How are the products arranged? By function? By price? By color?
By design, by purpose.
Are there free samples or demonstrations?
No samples, no demos
What products are at eye level?
All products were eventually at eye level.
What items in the store are in the least accessible locations?
Higher shelves.
Where are the most and least expensive products located?
scattered all over the store.
Are the prices of the products easy to find?
yes.
Are there impulse items near the cash register?
Yes, for quilters (sewing knick knacks).
Customers:
Are most customers alone or with someone else? What is the relationship?
with friends
What is the average age and gender of the customers?
50+ women
When a customer enters the store, do they tend to walk in the same path or direction? -
more or less,
How long do customers stay in the store, on average?
15 min – 2 hours

8. Do customer touch the products? Is this encouraged?
Yes, touch everything
Do most customers appear to be on a mission or are they browsing?
Both, some wanted specific things, others were looking for whatever.
What percent of customers purchase products in the store?
most.
Other Observations:

9. Elisabeths Cottage by the sea
Anacortes WA
Before you enter the store:
Does the store draw you in? If so, how?
The windows had all kinds of interesting things in them. You would go into the store and there were
several stores under the same roof.
Is the door open or closed?
Closed
How does this make you feel?
No feeling
How big is the sign lettering and in what font?
Stylized serif , about 18” high, blue
What does it tell you about the store?
Knick knacky. Sea going style
Environment:
What is the color scheme of the store? How does this affect you?
White and green.
What type of floor does the store have? How does this effect the environment?
tile to look like flag stones, wood look, plain black, fake parquet
How high is the ceiling? How does this feel?
10 feet, a bit cluttered.
How brightly lit is the store? How does this affect you?
Bright but nice.

10. How loud is the environment?
Quiet
What is causing the noise?
Is there music playing? If so, does it fit the environment?
soft rock (John barley corn must die was playing)
Is the store warm or cold?
Slightly warm.
Is the store crowed with merchandise or is it sparse?
Packed with merchandise.
Does the store have a distinctive smell?
Didn’t notice one overall.
Where is the cash register located?
In the bead jewelry section.
How visible is the store security?
In one section
How long do you want to stay in this store?
15 min
Does the environment influence the perceived value of the merchandise?
yes, upscale, lots of very cool stuff. Also a $1.5million carved piece of turquois.
Personnel:
How long does it take before a sales person initiates contact?
Right away
Does the salesperson have a script to follow with each customer?
No
Does the salesperson treat different customers differently?
Didn’t observe
What is the ratio of salespeople to customers?
1 to as many customers.
What age and gender are the employees?
20 something female
Are the salespeople using the store products?
yes

11. Do the salespeople have a uniform?
no
Do the salespeople match the stores image?
basically
Products:
What is the first product that you notice?
Turquoise jewelry
Is there a central display table with featured products?
Yes, with beads and charms
Where are items that are “for sale” located in the store?
All items are for sale
How are the products arranged? By function? By price? By color?
color, function
Are there free samples or demonstrations?
No
What products are at eye level?
most products
What items in the store are in the least accessible locations?
expensive stuff in cases.
Where are the most and least expensive products located?
Expensive stuff in cases, cheaper out
Are the prices of the products easy to find?
mostly
Are there impulse items near the cash register?
no
Customers:
Are most customers alone or with someone else? What is the relationship?
I was only customer in store
What is the average age and gender of the customers?
N/a observed, but I’d say all ages, and mostly female

12. When a customer enters the store, do they tend to walk in the same path or direction? -
I’d have to guess.
How long do customers stay in the store, on average?
10 -15 minutes
Do customer touch the products? Is this encouraged?
some of the products
Do most customers appear to be on a mission or are they browsing?
browsing
What percent of customers purchase products in the store?
Not observed. I didn’t buy.
Other Observations:

13. Safeway Store Anacortes WA
Before you enter the store:
Does the store draw you in? If so, how?
Some produce and all outside the store
Is the door open or closed?
Closed, but automatic
How does this make you feel?
welcome
How big is the sign lettering and in what font?
HUGE! Stylized
What does it tell you about the store?
IT’s a chain.
Environment:
What is the color scheme of the store? How does this affect you?
Not really a color scheme, pastels mostly
What type of floor does the store have? How does this effect the environment?
Tile, easier to keep clean, so that’s good.
How high is the ceiling? How does this feel?
20’ Open
How brightly lit is the store? How does this affect you?
Very bright.
How loud is the environment?
Medium
What is causing the noise?
carts, talking, muzak,
Is there music playing? If so, does it fit the environment?
Is the store warm or cold?
depends on part, mostly warm, comfortable
Is the store crowed with merchandise or is it sparse?
crowded

14. Does the store have a distinctive smell?
no, depends where you are.
Where is the cash register located?
Front of store
How visible is the store security?
lots of cameras
How long do you want to stay in this store?
long enough to get what I need
Does the environment influence the perceived value of the merchandise?
Not really influenced
Personnel:
How long does it take before a sales person initiates contact?
Never. You have to ask. However, when you go to the checkout, they ask if you found everything ok.
Does the salesperson have a script to follow with each customer?
No
Does the salesperson treat different customers differently?
No
What is the ratio of salespeople to customers?
varies 1:20, 1:30 not sure.
What age and gender are the employees?
across the spectrum. Mostly women.
Are the salespeople using the store products?
N/A
Do the salespeople have a uniform?
yes, smock.
Do the salespeople match the stores image?
yes,
Products:
What is the first product that you notice?
produce, mandarin oranges, then deli stuff.

15. Is there a central display table with featured products?
Several, yes, all end caps feature products as well.
Where are items that are “for sale” located in the store?
everything is for sale.
How are the products arranged? By function? By price? By color?
function
Are there free samples or demonstrations?
Occasionally free samples.
What products are at eye level?
brand names mostly .
What items in the store are in the least accessible locations?
most seemed accessible, top shelf sometimes hard to reach. Deli dept, stuff in cases, you need to get
someone to help.
Where are the most and least expensive products located?
scattered. Meat and booze pretty pricey
Are the prices of the products easy to find?
Yes, most things are marked. Booze only has base price, not taxes (20-40% in this state)
Are there impulse items near the cash register?
Yes, lots of them.
Customers:
Are most customers alone or with someone else? What is the relationship?
mothers with kids, couples, solos
What is the average age and gender of the customers?
across spectrum, mostly women during the day.
When a customer enters the store, do they tend to walk in the same path or direction? -
basically, depends on which end of the building. Several paths to take
How long do customers stay in the store, on average?
15-30 minutes.
Do customer touch the products? Is this encouraged?
Some products.
Do most customers appear to be on a mission or are they browsing?

16. Both fairly equally
What percent of customers purchase products in the store?
most if not all.
Other Observations: