The Uniqlo store had earth tone colors and warm temperatures. Employees greeted customers and stated their availability to help. There were separate floors for men's, women's, and children's clothing. The cash registers were in the back with impulse items nearby. The Old Navy store had a greeter at the entrance and employees refolding clothes. There were two floors with women's clothing below and men's/children's above. Cash registers and impulse items like snacks were at the back. The H&M store had a security guard at the entrance. Employees organized displays and helped one customer. The store was divided into two floors with men's clothing above. The first noticed products were women's dresses.

1. RETAIL
OBSERVATION
LAB
LO R E N C E R I L E Y
T E M 4 3 1

2. UNIQLO
• The store’s doors were closed as approached and I had to open myself.
When I entered the store, there was as greeter nearby who waved and
said hello to me. There were 2 associates visible on the 2 floors I
observed. They both greeted and stated they were available if help was
needed. There were 6 other customers I observed who were browsing
without salesperson assistance.
• The store’s colors consist of earth tones (browns, tans, etc.) on the
display tables and wood floors. This was warm and inviting to me. The
store’s temperature was warm; seems like the air conditioner was low.
There was some music electronic/house music playing. The volume of the
music wasn’t unbearable.
• Since this is a clothing store, the first thing I noticed were some men’s
windbreaker jackets and jogger pants. All of the products in the store were
at eye level. The floors were separated by clothing for traditional genders:
lower lever for men, main floor M/F, upper level for women/children. I
ended up purchasing some shorts and two polo shirts that were on sale.
• The cash registers were located at the rear of the store, and had some
impulse items located nearby (such as face masks and umbrellas).
• The employees of the store were approximately in their early to mid-
twenties.

3. OLD NAVY
• The company logo is in large signage on the outside of the store. I was
drawn in with signs indicating sales on certain items. As I approached the
door, I had to open it myself, which was no problem. There was a greeter
at the door, who said hello. I also observed 4 associates who were mostly
refolding clothing. Their ages ranged from early 20’s – early 30’s. The
employees had casual clothing on, in line with the type of items being
sold.
• The floor of the store was a concrete laminate, and the ceilings were
high, which makes it feel spacious. There was music playing, mostly pop
songs, which was loud enough to hear but not overbearing. The
temperature of the store was cool and comfortable.
• There are two floors, women on the lower level and men/children on
the upper level. The cash registers were on the lower level, at the rear of
the store. Impulse items included various snacks, face masks, cosmetic
and personal care items.
• The first products I noticed in the store were women’s clothing items
(dresses, shirts). Sales items were located at various locations and
displays in the store.
• The customers I observed were all women, either shopping for
themselves or for children, and seemed to be browsing the items. I did

4. H & M
• The store’s sign outside of the building wasn’t immediately noticeable.
I had to open the door on my own, but at the entrance there was a visible
security guard. I noticed several employees on the sales floor folding
clothes and fixing displays. The employees ranged in age from early to
mid-20s. They were not greeting every passing customer, but one did
stop to help a customer who requested assistance in Menswear.
• The store had high ceilings, displays were well spaced out and
organized. The lighting was bright & items were able to be seen. The
temperature was comfortable; not too warm or cold. They had some
music playing at a reasonable level, which were some pop tunes. The
store was divided into 2 floors: lower level had women’s and the upper
level had men’s/children.
• I spent my time in menswear. The customers in the store ranged from
a family of 5 (the father was browsing clothing), several gentlemen
browsing t-shirts, hoodies, jeans and jackets & a woman may have been
shopping for a gift.
• The first products I noticed were some women’s dresses as I entered
the store, right before the escalator heading to the upper level.
• The atmosphere of the store was inviting to customers to shop in
comfort.

5. FIVE BELOW
• The store’s signage is on the marquee of what looks to be a former
theatre. The sign was in the company’s colors with the name in white
letters with a blue background. It was very noticeable. I had to open the
doors on my own, and once inside, there is a guard visible immediately.
Employees are scattered around the store. I didn’t notice any helping
customers.
• The first products I noticed in the store were a display table right at the
front that had a myriad of Mother’s Day gifts on it. The rest of the store
has a variety of items including candy, toys & games, clothing &
accessories, electronics & gadgets and fitness accessories.
• Although the name is Five Below, no item costs more than ten dollars
($10). This change in pricing occurred over the past year. These higher
prices are for electronic and houseware items.
• The store was busy, with a variety of customers in all areas. Since
items are not very costly, it is popular for customers from all walks of life
to shop here for inexpensive merchandise.
• The variety of items made me want to shop there for toys, games and
candy for my nieces and nephews. Items that if they lose or break, I
wouldn’t be too upset since I did not spend much on them.

6. FOOTLOCKER
• The company’s signage is large & visible from the street, in bright red.
I had to open the door on my own, since it was closed. Once inside, I
was greeted by an employee stationed at the front. There were 6
employees I counted. 2 were helping customers with sneakers, 1 was
behind the register, 1 was in the House of Hoops section, 1 greeter and
another walking around.
• The store was well lit, had some hip-hop playing, and was a
comfortable temperature. It was roomy enough to move around the
store, without feeling clustered.
• The footwear is displayed on walls & on some of the columns, while
clothing apparel were on display tables and clothing racks. There was
also signage along the walls with images of various sneaker brands,
showcasing how to style your look.
• I was approached by one of the sales associates in the House of
Hoops section, who asked if I needed any assistance. I politely declined,
informing him I was just browsing. He informed me if I needed
assistance, he would be nearby.
• The customers in the store were both male and female, ranging from
teenagers to middle aged adults.

7. TARGET
• I entered the store through automated doors. Once inside, there was
a visible security guard by the entrance/exit, as well as a greeter.
• The store was bright lit, comfortable to walk around in. There wasn’t
any music playing. Target’s bright red signage was noticeable around the
store, showcasing the names of the various departments.
• The store was busy, as expected, with a multitude of customers,
ranging in age from teenagers to elderly adults, both male and female.
Since this is a location catered to a city environment, it was smaller than
most brick-and-mortar locations.
• There were cash registers located in the front and back of the store,
to help facilitate getting customers checked out quickly. The front
registers also included self-checkout kiosks.
• I observed several employees scatted in the various departments,
organizing and restocking shelves. One was assisting a customer in
electronics.
• Since this was a smaller Target location, I would not shop here due to
how busy it was and the crowdedness. I would prefer a larger and more
spaced-out location.

8. ADDITIONAL PHOTOS