2. Stores Visited for Observation
Trader Joes
Urban Outfitters
Levis
Unleashed by Petco
Starbucks
Zupans
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3. Trader Joes
Before you walk in
• The store has signs outside,
baskets, grocery carts, and store
hours, listed in bold.
• The door is automatic, but looks
like it stays open the entire time
• The store is busy, slightly
chaotic, but it’s nice that people
are coming in and out really
frequently
• The sign outside is not incredibly
big, but you can tell exactly what
store it is by the red carts and
4. Trader Joes
Environment:
• The color scheme is red and white. The store is pretty cold,
but it is Portland and nearing winter so I wouldn’t expect it to
be warm in here, especially in the produce and frozen
section
• The floors are cement and look sad. The high ceilings draws
attention off the floor and onto the produce, and all the colors
on the walls
• The store is bright, and you can see everything with the lights
that are on the ceiling, the ceiling isn’t too high, but it feels
snug, there’s music playing and there’s lots of laughing and
people talking shopping and there’s samples been given out
• There is no security at this time, but I do see security here
Personnel:
• Just by standing around in the produce
section, taking down these notes, seen a
couple sales people look at me, but do not
approach, at the register they initiate a
conversation, but it’s very short scripted, and
not personable.
• if you aren’t buying time, that’s kind of strange
for you to be in the store
• The store is very heavily stuffed. There’s a mix
of men and women and the ages scatter from
around 20 to 56 years old. Everyone is
wearing either a T-shirts, a hoodie, sweatshirt,
5. Trader Joes
Products:
• The first thing you see when you walk in it’s the flowers.
• The products are arranged by produce frozen section,
cooking snacks, cleaning, supplies and wine, there is a bread
section and a dairy section, there is a sample section where
they hand out samples.
• Everything is at eye level and unless you are really short, you
wouldn’t have a hard time reaching anything
• The least accessible section would be the top shelf of every
aisle, it’s not super tall, but it is slightly harder to see,
especially if you’re shorter, otherwise everything is within
reach
Customers:
• There’s a mix of customers, shopping with family and
children, and the majority of the store is shopping alone
• There is a mix of ages, and everybody seems to be shopping
for themselves, there’s only a few younger people here
• Everybody seems to be walking in the same direction,
starting at the flowers and making their way through the
produce to the frozen section, and then to the meat spreads
and dairy section
• Everybody stays in the store for around 15 minutes to an
hour. Everybody stays in the store for around 15 minutes to
an hour. 99% of customers purchase items here, everybody
has items in your car or in their hands
6. Urban Outfitters
Before you walk in
• The building is brick, and there’s
not a huge sign in the front, you
wouldn’t really know what store it
is, unless you walked right up to
it.
• You would feel that the store is
closed if the door wasn’t slightly
open
• There is not a lot going on in the
front and not a ton of signs or
pictures promoting the store.
7. Urban Outfitters
Environment :
• There isn’t a real color scheme. The ceiling is
exposed/unfinished roof with piping showing and wood
tables, the floor cement and makes the store feel industrial.
• t feels really an industrial in here because of the way that the
ceilings are completely uncovered with all the fans in piping
showing, it’s kind of matches in a way, which I don’t think it’s
a good thing or a bad thing, but could really use a remodel in
here
• The store does not have a distinctive smell, the store is
crowded with merchandise, there are shelves on the wall.
There are clothing racks on the ground. There are counters
filled with clothes, there are racks mounted to the wall with
Personnel:
• The fitting room person asks
people walking by with clothing if
they need a fitting room. The
dialogue is scripted
• The sales people are using the
store products by wearing the
clothes that they sell, you
wouldn’t be able to tell unless
you knew that from employee.
• The employees match the stores
vibe because they are younger
and fashionable.
8. Urban Outfitters
Products:
• There are sign showing featured
products on most display tables and
sections.
• There is a clearance section upstairs
with the men’s section
• Products seem to be arranged by type
of clothing, pants with pants, jackets
with jackets
• The men’s section is the least
accessible items in the store, as well as
the clearance section, they are both
located upstairs, and there is no
Customers:
• Customers come in with friends,
alone, or with their mom
• The customers are teenagers to
mid 20s
• The customers are not walking in
the same direction as everybody
circulating the store at their own
pace.
• Customer stay in the store
around an hour and 70% try on
clothes.
9. Levi’s
Before you walk in
• The store draws you in by having
several signs showing the name
of the company
• The door was closed, there’s a
security at the door greeting you
• There are signs all along the
building, but the one in the front
is fairly small, there is a sign at
the door that says the Levi’s
tailor shop
10. Levi’s
Environment:
• There are signs all along the building, but the
one in the front is fairly small, there is a sign at
the door that says the Levi’s tailor shop
• The store was very small and there was music
playing. The store was very quiet and there
was a few workers chatting.
• There was only 4 customers shopping and
trying on clothes. The
• The floor was wood, there wasn’t a color
scheme, but they had an exposed ceiling with
piping and vents showing giving it an industrial
look.
Personnel:
• The workers were helping
people at the register, you are
greeted when you walk in, there
is the tailor shop workers sewing,
and someone at the fitting rooms
looking for people to give them a
room.
• All the workers were young, in
their early or mid 20’s
• They were not in uniform, but
they all had name tags on
11. Levi’s
Products:
• The products were displayed nicely,
the store was not crowded with
clothes.
• The products did not have price
tags which was really interesting.
The only way to know the price is by
taking to the register and scanning
them.
• There were signs indicating sales
but there were not tags on the
clothes so you wouldn’t know how
much money you are saving.
Customers:
• There were only a few pairs of
people shopping at this location.
• There was a group of friends in
high school, a mother and
daughter and a couple.
• Everyone was trying on pants of
being helped by the workers.
• They are encouraged to try
things on at this location
12. Unleashed by
Petco
Before you walk in
• The store is smaller and had a
medium sign outside of it with
orange font.
• There are two entrances and the
second one is less accessible
because it is on the side of the
building that is on the main street
where there are not a ton of
people walking
13. Unleashed by
Petco
Environment:
• The location is weirdly placed on
a corner with clothing shops
surrounding it.
• The store is crowded with
products, shelfs that are full, and
a distinct smell of dog treats.
• There was no music playing and
it was extremely quiet in there.
There was only one employee.
Personnel:
• The only employee was circling
the store to help people and then
walking back to the register to
ring people up.
• No security and no one greeting,
or workers present to help you.
• The aisle were small and almost
claustrophobic.
• The one employee was in her
late 30’s, seemed friendly and
like she liked her job.
14. Unleashed by
Petco
Products:
• The products were somewhat
organized but they had the
shelves stocked to the brim
• Everything seemed to be
organized based on the type of
animal you own
• There was an impulse section at
the register for dog treats and
toys
• There was small price tags on
the products.
Customers:
• There was only a couple
customers in this store
• One lady with her dog came in
confidently
15. Starbucks
Before you walk in
• The store has a large sign with
the logo on it outside the store.
No sign with the name of the
company in any font.
• There is some tables outside and
the doors and windows all had
signs promoting the new holiday
drinks
16. Starbucks
Environment:
• The store had a color scheme of
the classic Starbucks green.
There was the display case with
the pastries inside right when
you walk in.
• The employees welcome you in
when you walk through the
doors.
• There was holiday music playing,
the cups have holiday themed
designs on them, the new drinks
are holiday drinks.
Personnel:
• The employees were wearing
aprons, wearing nametags and
all greeted the customers who
walked through the doors.
• The employees were all young
and seemed to like their jobs.
• People stay at this location for
hours. There is a ton of seating,
tables and chairs for people to
stay a while.
17. Starbucks
Products:
• The pastry case was filled with
display products. The walls had
beans and merchandise on
them.
• There were prices listed on the
menu, on the bottom of the
merchandise cups, and on the
signs.
• The menus have pictures of the
new holiday drinks as well as the
pricing.
• Everything is visual in this store.
Customers:
• There was a ton of customers on
their laptops or writing in a book/
journal
• There was tons of
businesspeople at this location
as well as students.
• There was some teenagers
hanging out.
18. Zupans
Before you walk in
• The store has a large sign with
the company name on it.
• The parking lot was full, there
was only one parking spot open
• The doors are automatic and
security outside
19. Zupans
Environment:
• The store was crowded with
workers and customers, products
and carts.
• The store was industrial looking
with exposed ceilings showing
pipes and vents.
• There was music playing but so
many people inside talking
among themselves.
Personnel:
• There was a ton of workers
helping people at their stations,
walking around and ringing
people at the registers.
• There was a sample station with
people lined up to try the
samples.
• The workers were all different
types of ages from teens to older
folks.
20. Zupans
Products:
• There was so much products all
over the place and the store was
crowded with product.
• There was not a lot of walking
room because the aisles were
packed with produce and
products.
• The prices were small but all
visible
Customers:
• There was a ton of customers
shopping and had carts full of
food.
• There was mostly older people
shopping here, only a couple
teenagers.
• The people shopping here were
mostly older couples and some
younger people with children
• No one seemed in a hurry or
bothered by how crowded the
store was
