TEM431- Module 5: Observation Lab

1. Module 5:
Observation Lab

2. Table of Contents
In-N-Out
03
02
01
PetCo
Starbucks
Home Depot
06
05
04
The Last Bookstore
Dayglow

3. Starbucks
01

4. Comfortable & inviting
atmosphere
Environment
Low light, but not dark
Acoustic pop music
Coffee bean aroma

5. Customers are greeted
when they walk in the
door and when they
leave
Personnel
Customers
Most customers are either alone
or with one other person
The salesperson asks
similar questions for
each order, regarding
size & customization
Pre-COVID, customers would be
more likely to stay for a longer
period of time
Almost all customers make a
purchase

6. Products
Impulse items, including snacks,
gift cards, and water bottles are
placed at the register
There is one display stand with
cups, mugs, and other
merchandise
Other beverages are placed in
baskets, leading up to the register

7. PetCo
02

8. Environment
Stands and displays of
merchandise
immediately at the
entrance
Cat trees and furniture
are further back but easily
viewable from the
entrance
Dog toys, leashes, collars,
and treats are at the front
of the store

9. Products
Products are arranged by
animal, then by function or
benefit to the pet— physical
health, social health, mental
health, and home health
Impulse items near the
register include face masks, an
ID tag kiosk, cat plants, bakery
treats, & chew toys

10. Customers & Personnel
The majority of customers came into the store
for something specific, thus most customers
made a purchase
Most customers were alone with their pets or
with children
The salesperson was friendly and greeted each
customer

11. In-N-Out
03

12. In-N-Out uses a red & white color
scheme; red is often used for fast
food due to its ability to increase
your appetite. It can also make
guests eat more quickly.
It’s brightly lit & includes neon signs
Environment
The staff wears a uniform consisting
of a white collar shirt, a hat with the
In-N-Out palm tree pattern, a name
tag, & a red apron around their waist
secured with an oversized safety pin
Personnel

13. The prices are large on the menu,
which includes only 4 food items—
they have a secret menu available
only on their website
Products
In-N-Out uses a red & white color
scheme; red is often used for fast
food due to its ability to increase
your appetite. It can also make
guests eat more quickly.
It’s brightly lit & includes neon signs
Customers
A display case shows a t-shirt and
socks, two of the merchandise
items available on their website

14. Dayglow
04

15. Environment
The store draws you in with its
aesthetic design and intrigue,
as there is no indication of
what they sell
The design and ambiance
increases the perceived value
of the merchandise

16. Products
None of the merchandise
was at eye-level, it all sat
on low shelves and the
pricing wasn’t clear
There was an ideal
balance of merchandise
for sale; not overcrowded
or overwhelming
Due to COVID, part of the
store was blocked off,
blocking off some of the
merchandise they had for
sale

17. The Last Bookstore
05

19. The Last Bookstore is an
enormous, two-story
building with high ceilings
and unique features
Environment
Customers spent an extended
period of time at the bookstore,
exceeding multiple hours
Customers
Books are organized according
to genre, with a separate section
for comics & graphic novels,
children's books, and young
adult novels
Products
There were two salespersons at
the register and another at the
“sell your books” counter
Personnel