The document provides observations from visits to multiple retail stores. It describes details about the outside environment, personnel, products, customers, and other observations for each store. Key details noted include cleanliness, signage, music, employee uniforms, product placement, customer demographics and behaviors, and overall impressions.

2. Outside Environment Personnel
• Parking lot clean
• Most of the carts are
corralled
• Door closed
• Sign is BIG
• Logo is red and draws
attention
• Store takes pride in
appearance
• I want to shop here
because it is clean and
inviting
• No solicitors out front
like Walmart
• Clean
• Carts stocked and ready for
use-Carts in good working
order
• Colors are bright
• Ceilings are high-store looks
big
• Store is bright-lots of
artificial light
• Store is crowded with
merchandise-seems a bit
over whelming, but
separated into well-defined
sections
• Smelled of popcorn from the
concession stand
• Cash registers in the front
• Items are displayed as higher
quality then they are
• Store security at the front of
the store
• No music-store is fairly quiet
• Sales person says hi, how
are you?
• Does not seem to be
following a script-I did not
witness any salesperson
initiating any conversation.
• There was no salesperson
present on the sales floor
• Salespersons to customers
1:20
• Uniform is red shirt and
khaki pants-some
employees dressed nicer
than others.
• All ages and mixed genders.
Several employees over 40
and just as many under 30
• Employees do not seem to
be enjoying their job
• Some of the salespeople
match the image-about
50/50

3. Products Customers Other Observations
• A blouse on a
mannequin caught my
eye
• Bargain area featured
near front of the store
• Womens clothing
located in the front of
the store
• Accessories and
Jewelry located in the
front
• Featured products are
targeted to women
• Prices are easy to find
• Candy, soda, chips,
small items such as
chapstick, small toys,
and gift cards are
placed at the
checkstands
• Electronics are placed
in the back of the
store
• Most customers with
family members-I
went on a Sunday
• Average age of
customer in mid-
thirties and female
• Most customers walk
to the right towards
health and beauty and
food
• 30 minutes was
average time spent in
the store.
• Most customers did
not look at items and
just grabbed what
they needed. In the
cosmetics, women
spent longer looking
and touching
products.
• Through the home
sections customers
seem to be browsing
• Almost 100% bought
something
• Starbucks located
in the front of the
store
• Food concessions
located in the front
• Items on sale were
clearly marked and
stood out

4. Outside Environment Personnel
• Clean and inviting
• Small town
independent shop
• Awning clean and
well-maintained
• Front windows and
door clean
• Windows filled with
featured
merchandise
• Too much
advertisements on
the windows-
distracting
• Store looks
interesting from the
outside and draws
you in
• Looks fun and that
makes me happy
• Walls are pastels with polka dots
• Color scheme is fun
• Lots of merchandise-a bit
chaotic. Everything from vintage
toys, funky socks, boutique-style
purses, collector dolls, and
stuffed toys
• Small store feels crowded
• Store has natural and artificial
light-it is adequately lit
• Store is quiet no music-they
could use music, but they have
music lessons in the back and it
might interfere
• Register at the back of the store
• I spent about 30 minutes in the
store looking around
• The merchandise is a bit pricey,
but the quality is high-value is
perceived, consumers expect to
pay more at mom and pop store
• Family-owned
business-one
person working
• No script and
greeted
customers as
soon as she saw
them
• Female owner’s
daughter and
over 40
• No uniform
• Salesperson
demonstrating
products
• Ratio of
salesperson to
customers 1:6
• Salesperson
matches the
store’s image

5. Products Customers Other Observations
• Socks were the first
item to catch my eye
• Items are arranged with
like items-there are
socks, purses, dolls,
stuffed toys, pretend
play, science toys,
books, vintage toys,
miniatures, and various
other items
• Everything is easily
accessible
• Vinatge candy,
miniatures, and fidget
spinners located at the
register
• Prices are clearly
marked
• Most customers are
alone or in pairs
• Only about 6
customers total in 30
minutes
• Average age mid-
thirties and female
• Customers stayed in
the store 15-20
minutes
• Customers touched
products and is
encouraged. Items
are out for play
• Browsing
• Only about 15%
purchased
• Store had lots of fidget
spinners-they jumped
on the trend which is
on its way out. The
spinners were all
priced buy one get
one free.
• They cater to upper
middle and upper class
customers
• They have layaway at
no charge
• They offer felting
classes and teach
music lessons-making
use of their space for
other than retail

6. Outside Environment Personnel
• Parking lot dirty-trash
and carts everywhere
• Sign is large and visible
from the freeway and
streets
• Logo is blue and yellow
and makes me think of
value when I see it
• Doors are closed-
automatic sliding
• Solicitor at door asking
for donations for a
profit(I didn’t catch the
name)
• Loud-kids crying,
people talking
• Lots of people
• Registers in the front-
many, but only half
staffed
• Large area of self
check-out (12)
• Large garden area-
nicely stocked and
inviting
• Merchandise is
crammed and aisles
are small-only one
fits
• Store is big with high
ceilings-departments
are clearly marked
• Electronics are in the
back of the store
• Large craft section
• All employees wear a
blue vest
• Employee to customer
ratio about 1:40
• Employees did not use
script
• Cashier did not say
anything-no
conversation
• Door greeter said have
nice day
• Average age of
employee late thirties
and female
• No salesperson on the
sales floor-employees
walking around but not
helping customers
• Employee fit the
stereotypical Walmart
employee-did not look
like enjoy job

7. Products Customers Other Observations
• Wide variety of products
• Many options-they carry
most brands of toiletries,
food, office, pet, and
home goods
• Clothing is low-priced
and is not displayed to
entice shoppers-no
mannequins-perceived
low value
• No frills shopping-value
is main idea
• Candy, snacks, cell phone
chargers, and beauty
items located at check
stands
• Seasonal merchandise
highlighted in the front of
the store-currently school
supplies-high perceived
value
• Customers are mostly
shopping as families
• All ages are represented
• Customers go in different
directions
• Most customers do not
touch products-they
know what they want
• Mostly mission, but some
browsing
• I would guess over 90%
are purchasing
• Many customers do not
care how they are
dressed or overall
appearance
• Walmart has a lower class
of shoppers overall
• Customers are
unconcerned with the
details, they are only
looking for convenience
and low prices

8. Outside Environment Personnel
• Parking lot was clean
• Only noticed a few carts
• Outside was well
landscaped
• Store located in a
shopping center that is
well-maintained with
trash cans and a security
guard
• Pull door was broken and
did not close all the way-
gave impression that they
are too cheap to fix it
• Store was clean but lots of
boxes stacked in the back
looked messy
• Store has high ceilings and
lighting wasn’t great
• Store was cool and outside
temperature high
• Aisles very long with no
breaks-a middle aisle would
have been nice to break it up
• Store was crowded with
merchandise
• Store quiet with low volume
top 40 music playing
• Only come in to get what
you need
• Salesperson welcomed me
when I walked into the store
even though she was busy
with customers
• Employees were young
twenties-one female and
one male
• 2 employees to 10
customers
• Every customer treated the
same
• Did not notice a uniform

9. Products Customers Other Observations
• Featured products were
summer themed party
items
• First thing I noticed was the
balloons-there were
hundreds of balloons
around the front of the
store
• Prices were clearly marked
• Impulse items included
small candy and toys
• Items are arranged by
theme and color
• Highlighted items are at
eye level like the small
plates and mini forks in the
picture-I had never seen
these
• Store carried gift wrapping
and greeting cards
• Customers were there for
specific items
• Customers were touching
items and putting things in
their cart and taking them
out
• Customer was browsing the
greeting cards
• There is only one direction
to walk in the store
• Customers stayed about 30
minutes
• All customers, but me
purchased something
• Store is one-stop shopping
for all party supplies
• Balloons were popular
• Offered many fun and
innovative party items such
as the mini plates with mini
cutlery

10. Outside Environment Personnel
• Parking lot clean, but
carts were scattered
• There were no carts in
the cart coral
• Pet clean-up station
located in the parking
lot
• Sliding doors
• Logo is fun and looks
like a place I want to
shop for pet supplies
• Ceiling is high-store looks big
• The store smells like pets-not
bad, but not great
• Store was cool, but not cold
• Store was bright and easy to
navigate
• Cash registers at the front
• There was lots to look at, I
stayed for over 30 minutes
and didn’t even buy anything
• The merchandise was well
displayed and gave a sense of
high quality-there is a
perceived value
• Music was low top 40
• Store has doggie day care
which was fun to watch, a vet,
and a groomer
• Salesperson welcomed
me into the store when I
walked in and he had a
line of customers
• All employees were
friendly and looked like
they enjoy their job
• There were a variety of
employees working in the
different departments
ratio of employees to
customers was about 1:15
if you count the dogs in
the daycamp as
customers
• Uniform is blue staff shirt
and khaki pants
• The employees in the vet
and the groomer wore
white coats
• 50/50 men and women
and average age 30
• Match store’s image

11. Products Customers Other Observations
• First thing I noticed was
a reptile habitat
• Products are arranged by
animal type
• More expensive items
are located in the back
of the store
• Prices were clearly
marked
• Impulse items included
dog/cat treats, collars,
toys, and magazines
• Heavy items were least
accessible
• Most customers alone
and quite a few with
their pets
• Only one direction to
walk is down the main
aisle
• Customers in the store
for 15-20 minutes
• Most were there for
specific items and some
browsed
• Customers with children
stayed longer to look at
the pets and watch the
dogs at day camp
• All customers purchased
products
• People who shop here
care about their pet’s
health
• They are buying high
quality products and
tend to spend more on
their pets

12. Outside Environment Personnel
• Parking lot cleaned
and well maintained
• Sign is big and logo
indicates that it is a
sporting goods store
• Sign displays that
clearance sale is in
effect
• Items outside are
perceived to be a
good value (tent sale),
but no tent present
• Sliding doors-outside
looks inviting
• Store is very big and
spacious inside
• Store is brightly lit and
signs are large to
indicate sections
• Cash registers are in
the front with a queue
line marked by
merchandise-It’s like a
mini maze with
impulse products
placed on both sides
• Store is quiet with low
volume top 40 playing
• Store does not appear
crowded and
merchandise is nicely
displayed
• Mannequins and
displays are set up
throughout the store
highlighting items
• Employees wear a
green company polo
• A salesperson never
initiated conversation
or asked if I needed
help, although I saw a
salesperson speaking
to another customer
on the floor
• Mostly male staff
average age 30
• Match store’s image
• About 10 employees
to 30 customers

13. Products Customers Other
• Wide variety of
sports items(I didn’t
even know they
carry bikes)
• I first noticed
Football display(this
is the seasonal
focus)
• “Tent” clearance
items in the middle
of the main aisle
• Sale items clearly
marked
• Products are
arranged by sport
• Shoes located in
the back
• Impulse items
include baseball
cards, water bottles,
candy, chips, soda,
and toys
• Most customers
alone or with one
other person, like a
parent and a child
• Average age 35 and
male
• Customers mostly
walk down center
useless going to
team sports section
• Touching is
encouraged
• Customer knew
what they wanted
but browsed that
section
• At least 30 minutes
in the store
• High quality
products with a
price to match
• Value is perceived
in the sale items
• Knowledgeable
sales staff to sell
high dollar items
such as bikes and
golf equipment
• Many employees
due to higher
priced items