Victoria observed several stores including Ski Pro, Joann Fabrics, Safeway, Burlington Coat Factory, Ross, and Xi Clothing. She described the environment, personnel, products, and customers at each store. The stores varied in appearance from brightly colored to dimly lit. Personnel ranged from knowledgeable to indifferent. Products emphasized seasonal items and impulse purchases. Customers' demographics and shopping behaviors differed between stores.

1. Observation Lab
Victoria Parris
Module 5

2. Stores Observed:
Ski Pro
Joann
Fabrics
Safeway
Burlington
Coat
Factory
Ross Xi Clothing

3. Ski Pro
Before Entering the Store:
• The bright red of the store sign drew me in, and the different advertisements
on the windows
• The door was closed but it was still inviting since it made me wonder what kind
of merchandise and equipment was inside.
Environment:
• The color scheme of the store was very, very colorful with all the different
jackets, pants, and equipment inside. It definitely caught my eye.
• The floor was red and grey. The red flooring was almost like a walkway
around the store, almost like a red carpet.
• I wasn’t surprised with how high the ceiling was because they had so many
products on the walls lined up; hats, helmets, gloves, etc.
• The register was up front by the front doors without any security.

4. Personnel:
• The two employees at the register didn’t seem as knowledgeable
about certain products that I had asked about. They seemed to be in
their mid to late twenties.
• It did not take long at all for the service department in the back to offer
any assistance.
• When adjusting my ski bindings to my boots, they were very polite
and finished within 10 minutes.
Products:
• The first product I notice walking in is snow jackets. They have
an endless number of different colors to choose from at the
front of the store. Items easy to grab are at eye level, with
prices visible.
Customers:
• I was the only customer in the store at the time. They did not
seem busy middle of the day but may be busier over the
weekends.

5. Joann
Fabrics
Before You Enter the Store:
• Off the bat, the bright green sign is very
inviting and made me feel happy. Even
though the doors were closed.
Environment:
• Because it’s the holiday season a lot of
items were red and green for Christmas. It
felt warm and welcoming.
• The store itself was bright and white, with
high ceilings, and felt very open, making
you want to look at a lot of items.
• There was obviously Christmas music
playing and many Christmas items were out
on display with lots of sales.

6. Personnel:
• Salespeople had vests or aprons, depending on the
department they were working in at the store. It took
about 40 seconds for someone to answer a question.
• Most of the employees seemed to be older, those who
know how to sew and can be very crafty. Middle-aged.
Products:
• The first product I notice is the Christmas items,
specifically the Christmas cookie box selection when
you walk in, which is the center display for customers.
• The impulse items by the registers are mainly candy or
small arts & and crafts items.
Customers:
• Most customers looked to be older ranging from 30’s to
70’s.
• Customers feel compelled to touch the items and they
seem to shop at the store with a specific thing to
purchase in mind.

7. Safewa
y
Before You Enter the Store:
• What drew me into the store were the cinnamon-
smelling pinecones, they smell amazing!
• The outside of the store looks aged like it was built more
than 5 years ago
Environment:
• The ceiling isn’t high, but the store is still very spacious,
and it can be crowded at times. Mainly crowded when
it’s the afternoon or on weekends.
• I want to stay in the store long enough to purchase my
groceries
Personnel:
• Employees wear their regular clothing but have
name tags. All customers seem to be treated the
same

8. Products:
-Various different products, home essentials,
groceries, etc.
-Holiday items are the center of display when
you walk in.
- All products are categorized
Customers:
• There are a variety of customers, of different
ages, by themselves or with other people.
• Most customers seem to be on a mission
with their grocery lists.
• 100% of customers purchase from the store.

9. Burlington Coat
Factory
Before You Enter the Store:
• The doors are closed and there aren’t many people
walking around the outside. The building looks dated.
• The sign is informative with what items are in store.
Environment:
• There were older floors inside, and it looked kind of dingy.
• There was enough light, but the music was very low, and when I
was able to hear it, not as inviting.
Personnel:
• There was a security guard by the registers/front doors.
• Employee stocking products near me was not nice at all. While I
was looking at jackets she put her cart in front of me with no
respect, did not say excuse me or anything.

10. Products:
• Again, Christmas items were the first things you saw
walking in. Nothing on sale, just the deals and the
signs where you can find good deals.
• A lot of products were name brand, and a lot of items
were 50% of MSRP.
• Most to almost all items were at eye level, easily
accessible, and available to try on clothes in fitting
rooms.
Customers:
• Customers seem to be just browsing for the most part.
• Seems like mainly older people shop here, mid to older
ages.

11. Ross
Before You Enter the Store:
• The sign outdoors did not draw me in, and the doors were closed.
• Many holiday savings signs and advertisements on the windows.
• There’s an outside camera by the front doors
Environment:
• The color scheme of the store seems to
be white and light blue. The colors don’t
change.
• The ceiling is low and it’s not as bright in
the store.
• Christmas music was already playing

12. Personnel:
- The was a line at the register but there were three
registers open for checkout. More people probably come
later in the day.
- Salespeople don’t have uniforms, only name tags.
Products:
• Big assortment of household items.
Many impulse items are at the
registers.
• The cheapest thing could be a food
item at the front of the store.

13. Xi Clothing
Before You Enter the Store:
• Doors are open and the red sign stands out
against the brown building. Felt very inviting.
• The sign definitely tells me it is a clothing store
Environment:
• Pretty poorly lit, and the floors, including the
ceilings, looked very outdated.
• They were playing Hispanic music pretty loudly
• Does not seem like it gets overcrowded at all.
Personnel:
• Some spoke better English than others.
• No salesperson helped me, but someone looked
like they were filling holes in the ground of the
store during business hours.

14. Products:
- The sparkly dresses and shirts caught my eye the
fastest.
- Lots of different and bright colors in specific areas.
- Most items felt like a cheaper quality when trying items
on in the fitting rooms.
Customers:
- I was the only customer trying on items in the fitting
rooms.
- Most customers were touching and grabbing the more
bright-colored items.
-Customers seem like they aren’t on a mission, mainly
just browsing.