Observation Lab

2. - Walmart typically has a welcoming and well-lit entrance, often with
automatic sliding doors, creating an inviting atmosphere
- Walmart's doors are usually open, allowing customers to enter freely.
The open doors make customers feel welcome and encourage them to enter
without any barriers.
- Walmart's sign lettering is large and typically in a bold, simple font, which is
easy to read from a distance. The font is typically the company's distinctive
Walmart logotype.
- The large lettering and recognizable font convey a sense of familiarity and
brand recognition. It indicates that the store is a well-known retail chain.

3. - Walmart's color scheme is a combination of blue, yellow, and
white. This color scheme conveys a sense of trustworthiness
and affordability.
-Walmart stores had polished concrete or linoleum floors.
-High ceilings create a spacious and open feeling, making the
store appear larger and more comfortable.
- Cash registers are located near the store's entrance and exits,
making them easily accessible for customers.
- Well-lit with bright fluorescent lighting, creating a well-
illuminated and safe shopping environment.
- Associates rather than traditional salespeople,
provide assistance when approached by customers.
They may not initiate contact unless a customer
requires assistance.
- Consistent service to all customers, but the level of
interaction may vary based on the customer's needs.
- Diverse range of employees in terms of age and
gender, reflecting the diversity of their customer base.

4. Products & Customers
- The first product noticed in Walmart is a featured or
promotional item near the entrance.
- Central display tables or end caps with special promotions,
seasonal items, or new products.
- All items in Walmart are for sale, and they are spread
throughout the store, organized by department or category.
- Customers at Walmart vary, but many shop with family
members or friends. The relationship between shoppers
can be diverse.
- Walmart's customer base is diverse in terms of age
and gender, appealing to a wide range of demographics.
- Customers typically follow the store's layout and
organization, which guides them to different

5. - Costco's entrance doors are usually open, welcoming
customers inside.
- The open doors create a sense of accessibility and an
invitation to explore the store.
- The sign lettering is generally large and bold, featuring
the recognizable "Costco" logo and font

6. - Costco's color scheme is a combination of
blue and white, which gives a clean and no-
frills appearance. It conveys a sense of
simplicity and value.
- Costco stores have concrete floors, which
are durable and easy to clean, providing a
practical and no-nonsense environment.
- Costco stores have high ceilings, creating
an open and spacious atmosphere, which
makes the store feel less crowded.
- Costco associates do not initiate contact
unless a customer requires assistance.
They prioritize providing space for
customers to browse.
- Costco associates don't follow strict
scripts, but they aim to provide helpful and
friendly assistance as needed.
- Costco associates provide consistent
service to all customers but may vary the
level of interaction based on the

7. Products & Customers
- The first product noticed in Walmart is a featured or
promotional item near the entrance.
- Central display tables or end caps with special promotions,
seasonal items, or new products.
- All items in Walmart are for sale, and they are spread
throughout the store, organized by department or category.
- Customers at Walmart vary, but many shop with family
members or friends. The relationship between shoppers
can be diverse.
- Walmart's customer base is diverse in terms of age
and gender, appealing to a wide range of demographics.
- Customers typically follow the store's layout and
organization, which guides them to different

8. -H&M draws customers in with large, clear window
displays and prominent signage, showcasing the
latest fashion trends and promotions. The store's
modern and trendy aesthetic is a significant draw.
-H&M's entrance doors are open, inviting customers
inside.
-The open doors create a sense of accessibility and
an invitation to explore the store's fashion offerings.

9. - H&M stores have a modern and
minimalistic color scheme, with white walls,
black accents, and neutral tones in their
displays. This creates a clean and stylish
shopping environment.
- H&M stores have hardwood or laminate
flooring, which enhances the modern and
clean aesthetic while providing durability.
- H&M stores have moderately high ceilings,
creating an open and spacious atmosphere
- H&M associates are available and
attentive, ready to assist customers when
needed, but they typically do not initiate
contact unless approached by a customer.
- H&M associates follow general
guidelines for customer service but are
more focused on providing personalized
assistance rather than strictly adhering to
a script.
-H&M associates aim to provide a
consistent level of service to all customers,
but the level of interaction may vary based

10. Products & Customers
- The first product noticed in H&M can vary, but it is
often a featured or trendy clothing item prominently
displayed near the entrance.
- H&M features central display tables or racks with
special promotions, seasonal items, or new fashion
collections.
- All items in H&M are for sale, and they are spread
throughout the store, organized by clothing type
and style..
- Customers at H&M can vary, but many shop
with friends, family members, or alone.
- H&M caters to a broad demographic, but the
average age of customers is typically younger,
with a strong appeal to teenagers and young
adults. The gender distribution is relatively
balanced, as H&M offers a wide range of fashion
options for both men and women.

11. -The Apple Store draws customers in with its iconic
architecture, sleek glass façade, and minimalist design. It
showcases the latest Apple products and frequently features
promotional displays.
-Apple Store doors are open, welcoming customers inside.
-The open doors create a sense of accessibility and an
invitation to explore Apple's cutting-edge technology and
products.

12. - Apple Stores feature a clean and modern
color scheme with white walls, minimalist
furniture, and wooden accents. This design
creates a welcoming and technologically
sophisticated environment.
- Apple Stores have a seamless, uncluttered
floor design with durable materials like stone
or polished concrete. This enhances the
clean and contemporary atmosphere of the
store.
- Apple Store employees, known as
Specialists or Geniuses, are readily
available to assist customers. They do not
initiate contact unless a customer
approaches them with questions or
assistance needs.
- Apple Store employees do not follow
scripted interactions; they focus on
personalized assistance and
troubleshooting.

13. Products & Customers
- Products at eye level in an Apple Store are the
latest and most popular Apple devices, such as
iPhones, iPads, and MacBooks.
- Less frequently purchased accessories or older
models may be placed on lower or higher shelves,
which are less accessible to most customers.
- Apple Stores emphasize the latest and premium
products, which are generally positioned
prominently. Older models and accessories may be
found in different sections.
- Customers at the Apple Store vary, but many
shop alone or with friends and family. The
relationship between shoppers varies, with some
customers seeking personal assistance, while
others explore the store's technology
independently.
- Apple Stores attract a diverse range of
customers in terms of age and gender. It is
common to see a mix of ages and a relatively
balanced gender distribution, as Apple products

14. - Nike stores draw customers in with large windows
showcasing sports gear, athletic wear, and eye-catching
mannequins in action poses. The store's design and sporty
vibe are a significant draw for sports enthusiasts.
- Nike store entrance doors are open, inviting customers
inside.
- The open doors create a sense of accessibility and an
invitation to explore the store's sports and athletic offerings.

15. - Nike stores have high ceilings, creating an
open and spacious atmosphere that
complements the store's athletic and
energetic vibe.
- Nike stores are well-lit with bright and
focused lighting, ensuring that the sports and
athletic products are well-showcased and
creating an environment that encourages
activity and movement.
- Nike stores ensure there are enough
staff members to provide efficient
assistance.
- Nike store employees represent a
diverse range of ages and genders,
reflecting the diversity of the brand's
customer base.
- Nike store associates may be
knowledgeable about and use Nike
products personally, especially if they

16. Products & Customers
- Nike stores do not offer free samples or
demonstrations but may have video displays
showcasing product features and athlete
endorsements.
- Products at eye level in Nike stores are the latest
and most popular athletic wear and footwear,
designed to catch the customer's attention.
- Less popular or clearance items may be placed
on higher or lower shelves, which are less
accessible to most customers.
-Customers are encouraged to touch, feel, and
try on Nike products, especially athletic wear
and shoes. This tactile interaction is crucial for
assessing fit and comfort.
-Nike store customers have specific needs in
mind, such as finding athletic wear or shoes for
a particular sport. However, many also engage
in browsing, exploring new arrivals, and seeking
inspiration for their athletic pursuits.

17. - The open doors create a sense of accessibility and an
invitation to explore the world of books and reading.
- The sign lettering is large and uses a traditional yet elegant
font that aligns with the bookstore's classic and literary
image.
- The large lettering and classic font convey a sense of
literature, knowledge, and a focus on books and reading.

18. - The noise level in Barnes & Noble stores is
low, allowing for quiet reading and study.
Noise may come from customer
conversations, soft background music, and
occasional author events or book readings.
- Barnes & Noble typically plays soft and
soothing background music that
complements the bookstore's calming
atmosphere and doesn't distract from
reading or browsing.
-Barnes & Noble stores are temperature-
controlled to provide a comfortable and cozy
- Barnes & Noble employees represent a
diverse range of ages and genders,
reflecting the diversity of the store's
customer base.
- Barnes & Noble associates are
knowledgeable about and passionate
about books, but they may not personally
use all the products they sell.
- Barnes & Noble associates wear a store
uniform or attire that includes a name

19. Products & Customers
- All items in Barnes & Noble are for sale and are
prominently displayed throughout the store,
primarily organized by book genre and category.
- Barnes & Noble organizes products primarily by
genre, making it easy for customers to find books
in their preferred category. Books by the same
author may also be grouped together.
- Barnes & Noble does not offer free samples or
demonstrations, as the primary focus is on books
and literature.
- The length of time customers spend in Barnes
& Noble varies, but it's often a longer visit, as
customers engage in leisurely browsing, reading,
or enjoying a cup of coffee in the store's café.
- Customers are encouraged to touch and flip
through books, which is essential for assessing
content and making informed purchasing
decisions. Many customers may also sit down to
read books or magazines.