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)
Before you enter the store: Whole Foods (WF) verus Target (T)
Does the store draw you in? If so, how? WF: Yes. It is warm and inviting when you come in. T:
Not really. Entrance is in a parking garage.
Is the door open or closed? Both closed.
How does this make you feel? It’s automatic doors, so it’s not so bad. WF: When you walk in,
you feel good. T: When you walk in, it’s not warm and inviting, but there is also a Starbucks
right in the entrance, which is warm and inviting and you can smell coffee. I’m sure this isn’t an
accident.
How big is the sign lettering and in what font? WF: Huge and well lit. T: Same
What does it tell you about the store? They are both very brand conscious.
Environment:
What is the color scheme of the store? How does this affect you? WF: Natural colors and lots
of nature. T: Red with targets everywhere
What type of floor does the store have? How does this effect the environment? Both have
concrete floors, but there is some carpet at Target. The floors are cold and uninviting for both.
How high is the ceiling? How does this feel? They both have high ceilings. It makes it feel big
and expansive for both.
How brightly lit is the store? How does this affect you? Both are very brightly lit. Warm and
inviting and open.
How loud is the environment? The noise isn’t a big factor. You can feel the energy in both
without it being too much.
What is causing the noise? People are causing the noise.
Is there music playing? If so, does it fit the environment? Music is subtle in both places. You
don’t really notice it, but it does set a mood.

2. Is the store warm or cold? Warm and it is cold outside.
Is the store crowed with merchandise or is it sparse? WF is crowded. T is more open.
Does the store have a distinctive smell? Yes. WF smells like good food and coffee. T smells
like coffee from the Starbucks.
Where is the cash register located? At the entrance.
How visible is the store security? This exercise made me notice the security more! Cameras
everywhere!
How long do you want to stay in this store? WF: Long time. T: Not long. In and out.
Does the environment influence the perceived value of the merchandise? Yes. WF: High
quality, natural, good for the world. Target: Cheap stuff of good quality.
Personnel:
How long does it take before a sales person initiates contact? WF: Immediate. T: Never.
Does the salesperson have a script to follow with each customer? Not really.
Does the salesperson treat different customers differently? No.
What is the ratio of salespeople to customers? WF: One to 15 T: One to 25
What age and gender are the employees? Mostly younger female for both. Many African
Americans.
Are the salespeople using the store products? Yes.
Do the salespeople have a uniform? Yes.
Do the salespeople match the stores image? Yes.
Products:
What is the first product that you notice? WF: Produce T: Bargain bin.
Is there a central display table with featured products? Yes for both.

3. Where are items that are “for sale” located in the store? WF: throughout T: At front
How are the products arranged? By function? By price? By color? WF: Function T: Same
Are there free samples or demonstrations? WF: YES! T: No
What products are at eye level? Bargains, various for both.
What items in the store are in the least accessible locations? WF: Meats, dairy T: Hardware
Where are the most and least expensive products located? WF: Throughout. T: Least
expensive up front. Most expensive (electronics) in back.
Are the prices of the products easy to find? Yes.
Are there impulse items near the cash register? Yes.
Customers:
Are most customers alone or with someone else? What is the relationship? Alone.
What is the average age and gender of the customers? Middle aged women
When a customer enters the store, do they tend to walk in the same path or direction? - Yes for
both
How long do customers stay in the store, on average? Ten minutes.
Do customer touch the products? Is this encouraged? Yes and yes
Do most customers appear to be on a mission or are they browsing? Mission
What percent of customers purchase products in the store? 100%
Other Observations:
I noticed a more deliberate attempt to create a brand and experience. I think I can do
that more with my business and create more of an experience that is filled with
emotions.