This document summarizes Kim Beamon-Morton's observations from visiting four stores in a mall, including three clothing stores and an AT&T store. Some key findings include: most retail spaces are black and white with tiled or carpeted floors and bright lighting except for Hollister which was quite dark. Black & White was the easiest to shop in while H&M and Hollister had crowded displays. Customer service was lacking with only Black & White greeting the observer. Stores tended to be empty due to an approaching hurricane. Staff diversity varied by store with some gender differences in roles. Loud music at Hollister was distracting. The document concludes better customer service could increase spending and loyalty.

1. Observation Lab
Assignment ll
Kim Beamon-Morton
"To Get Lost is to Learn the Way"
Swahili Proverb

2. Before I Entered the Store:
. I visited four stores, in what I would call a Mid-scale mall
. Three clothing stores (Black & White, H&M, & Hollister, and
the AT&T cellular phone store
. I can't say that any of the stores really drew me in, none had
doors attached to the space
. Most sign lettering was bold, or in italics
The clothing stores tended to be trendy, catering to
people in their 20's

3. Environment
. One surprise was that most retail interior spaces are black
and white
. The floors are tiled, wood laminate, or carpeted
. Most stores are brightly lit, with the exception of Hollister,
which was quite dark
. The store Black & White was the easiest clothing store to
move around in, the others (H&M, Hollister) were crowded
by clothing rounds, making it hard to shop, thus not wanting
to spend a lot of time in those stores
. Most ceilings are 12 ft. tall
. Hollister played really loud music (which was distracting) and
their signature scents could be smelled throughout the space

4. Environment, cont.
. H&M's cash register, was center floor a few feet from the
entrance
. Black & White & Hollister's cash register were in the
back/center of the store

5. Insights/Opportunities
. Only Black & White greeted me as I entered the space
. No one in Hollister interacted with me, even as I stood at a
clothing display filling out the observation lab questionnaire
. Most of the stores were void of customers, this was probably
due to the fact that hurricane Sandy was approaching and
people were grocery shopping
. H&M employes ethnically diverse males & female, females
on the sales floor, & the caucasian male at the cash register,
hummm???
. Black & White's staff was all female and ethnically diverse,
with the caucasian woman as store manager, hummm???
. AT&T was male dominate, yet ethnically diverse (one female)
who was at break when I was in the store

6. Insights/Opportunities
. In the AT&T store, when sales staff were not interacting with
customers, they stood around, clustered together, engaged
with their devices (smartphones/tablets)
. Customer service, for the most part, is a lost art. If I'm going
to spend my money, it's nice to have sales people greet me
and ask if I need help with anything. This happens in more
high end stores (Nordstrom's, Bloomingdales), I think it
should be par for the course in retail. I notice that sales
persons "point" you in the direction of your buying interest,
rather than walk you to that section of the store
. If customers feel cared for/important, they are more likely to
spend money, and return to that establishment for future
purchases

7. Insights/Opportunities
. Most retail spaces are crowded with clothing rounders,
making it difficult to move around the store. Personally, this
makes me feel overwhelmed, cutting my shopping
experience short
. The quality of the material used to make clothes, has
declined over the years. This is probably due to clothe being
manufactured overseas

8. The Boyz of AT&T