4. BEFORE YOU ENTER THE STORE
Door is closed and I was scared to go
in- the staff ask
Store exterior very very forbidding. I how they can help
cold and austere didn’t want to go too soon!
in!
The store looks Store is very
very expensive expensive- stay
The sign was so small and exclusive- out if you can’t
I could not find it! scary to enter! afford to come in!
The font is modern
but tiny.
5. ENVIRONMENT
Door is closed and
Store exterior very Floors are white
very forbidding. I and slippery- glad
cold and austere.
didn’t want to go it wasn’t raining.
Lighting is very
in! This is a cold,
bright.
austere store.
The color scheme
The store looks is white, like the
very expensive inside of a
The ceiling is very and exclusive- microwave oven.
high- like a scary to enter! Makes me feel old
spaceship. Can I
afford to go to the top and wrinkled!
floor?
6. ENVIRONMENT
Store security is I wanted to stay
Cash registers- all over the store for about ten
not many to found- and at the front minutes. Not one
only at busy door. Heard a sales person said
hello.
service centers. siren go off when
there was a theft!
The color scheme
The store looks is white, like the
very expensive inside of a
and exclusive-
The environment did scary to enter! No microwave oven.
not influence the sales at this store! Makes me feel old
perceived value of the and wrinkled!
merchandise.
7. PERSONNEL
Salespeople were Salespeople
all talking to each The salesperson helped well
other or helping did not have a dressed people
first.
others- no one script.
helped me!
The sales team
Sales does not
have a uniform. matches the store
The ration of sales to
iamge.
customer is about 1
salesperson to ten
customers.
8. PRODUCTS
Handbags are the Handbags are
arranged by
Handbags, and center display and designer and
more handbags. take almost the price, then color.
All at eye level. entire main floor.
Most expensive
Underwear and handbags are
pantyhose front and center.
impossible to There are no POS
The makeup area had locate. items at the cash
some free samples. register.
9. CUSTOMERS
Most of the Customers tend to
More Asian walk clockwise
customers are around the
customers- young
couples in their handbags.
and both male and
late 20’s.
female.
Customers touch
the products. At least half of the
Sales runs over
the minute you customers are
touch the just looking.
Customers stay at
merchandise.
least an hour.
12. BEFORE YOU ENTER THE STORE
The door is
The store does not I am frustrated
closed. One door trying to find an
draw you in. More
offers valet entrance.
than half the
parking but the
entrances are shut
valet is not there.
off.
The font tells me
that the store has I would not be
been around for drawn in to the
The lettering on the 100 years. store.
sign is big- an old
fashioned font.
13. ENVIRONMENT
The ceiling is
The color scheme high- love the
is red, green, The floor is ugly canoes that hang
yellow and black- white linoleum- from the ceiling-
just like the looks like an
very depressing. airplane hangar!
Hudson Bay
blankets.
The store is dead
quiet- no music,
no ambience! The The store does not
The store is very only noise I hear
is people coming have a distinctive
white and well lit- why smell.
out of a crowded
do all the stores feel elevator .
like the inside of a
microwave?
14. ENVIRONMENT
The cash register The ceiling is
The store has high- love the
is located at a
security tags and canoes that hang
busy Service from the ceiling-
alarms but no
Centre with w looks like an
security guards airplane hangar!
huge line- how
were seen.
annoying if you
want to buy.
The store is dead The store was
quiet- no music, under
no ambience! The construction and
The store is very only noise I hear had broke
white and well lit- why is people coming
out of a crowded escalators- I
do all the stores feel elevator . wanted to leave
like the inside of a ASAP!
microwave?
15. PERSONNEL
The sales person
had an annoying
script – they ask There were
I did not see a mostly female
your if you want to middle age
sales person
open a Hudson salespeople!
except behind the
busy “Service . Bay credit card at
every transaction.
Very annoying!
The ratio of
The Salespeople customers to
matched the store
The salespeople did image. sales people
not look like they looked like 50 to
were using Bay 1.
products.
16. PRODUCTS
I noticed the There were lots of
There was no sales! They were
Hudson Bay central display in every aisle.
merchandise- red, table.
yellow, black.
Products were Only the make up Handbags and
arranged by item- counter offered
free samples. rubber boots were
purses, rubber boots, at eye level.
jewelry etc. They
were arranged by
color and brand, not
price.
17. PRODUCTS
Handbags and There were lots of
There was no sales! They were
Hudson bay
central display in every aisle.
branded items
table.
were most
accessible.
There were lots of
impulse items
The prices were like umbrellas
easy to find.
The most expensive and chocolate
items were located in located next to the
branded boutiques. cash register.
18. CUSTOMERS
The average age The customers
was middle age walk around in a
Most customers straight line to the
and most of the
were alone or a escalator.
customers were
couple.
female
The customers
touch the
products, About ¼ of the
however, the customer
The customers looked minute they do, a purchase a
like they came to find salesperson product.
one thing and leave as appears.
soon as possible.
19. ADDITIONAL COMMENTS
The Service
The elevator took Centre is a
ten minutes to nightmare- there
The store needs come- when it did, are only two open
more upgrading- it was per floor- and a
painful wait if
only 1/3 has been overcrowded and someone returns
renovated. I had to wait even something.
longer.
The store has
gorgeous external The HBC branded
windows- too bad area was
there are no amazing- very
Don’t even think of displays in the
trying to call the windows as they Canadiana- furs,
store- they let the are used for canoes, maple
phone ring off the storage. syrup. Love it!
hook.
21. BEFORE YOU ENTER THE STORE
The door is open
and there is a bit
The Room is very The signage font
of a maze to walk is very small and
colorful but the
through until you modern.
security guard a
get to The Room.
the door is off
putting. Do they really
want me here?
The store is trying to I wonder how I
feel very exclusive- The staff check
me out the minute can afford to be
there is a valet and I walk in. here even if there
big white bags. The is a big sale.
Room is very
expensive- big sticker
shock at the price
tags.
22. ENVIRONMENT
The ceiling is
The color scheme The floor is also quite high- it feels
is white and very white linoleum- like a
gymnasium. The
austere- another makes me feel environment does
white room like the like every store match the
inside of a uses the same perceived value of
microwave. I find it designer. the merchandise.
depressing.
The store is very
quiet. No music, The boutiques are
no other sparse- if they
The store is brightly shoppers- are they don’t have your
lit- this seems to be a intimidated too?
The store is cold. size, too bad.
trend. Is this so they There is no
I don’t want to
can watch me? There stay long. distinctive smell.
are two uniformed
security guards.
23. PERSONNEL
The ceiling is
The sales people quite high- it feels
fall all over the like a
I was there half an
people who look gymnasium. The
hour- no one made environment does
like big spenders.
contact with me. I match the
I only saw two perceived value of
don’t think they
have a script. customers and 2 the merchandise.
sales people.
The sales team were
female and middle The sales people The sales people
did not have a
aged. They were well uniform. match the image
dressed but did not of the store.
look like they could
afford the products-
they were not wearing
them!
24. PRODUCTS
There was no The items for sale
central display are all high end
I noticed really designer clothes-
with featured mostly from
obscure strange
products. The Europe and the
Comme de Garcon
least expensive US. Handbags are
sequin dresses- at eye level!
insane! items are off to
the side.
There are no free
samples! Items in the least
Products at eye accessible area are
The products are level are shoes. The most
arranged by designer handbags! This expensive items are
in miniature store does not
have impulse in mini designer
boutiques. The are items at the cash boutiques. Prices
arranged by item- register. are hard to find.
dresses, coats,
handbags, shoes…
25. CUSTOMERS
The average age The customers
was middle age walk around
and most of the through the maze
Most customers customers were of rooms that
were alone. female. Everyone make up The
Room.
looks like they are
browsing.
The customers
touch the
products, I did not see
The customers looked however, the anyone make a
like they came to minute they do, a purchase in one
salesperson hour.
browse- not many are appears.
buying- the prices are
extremely high!
26. ADDITIONAL COMMENTS
The security
guard looks like
Who would wear he has a gun. The
valet parking is
Comme de great. The
Who can afford
Garcons? An alien parking lot is
those clothes? down right
from Mars?
frightening.
What is with the Why do they
shoes with cloven charge for
toes or the ones alterations when
with 8 inch heels? the clothes are the
I love the huge Where would I same cost as a
changing rooms- I wear them? mortgage
could have a party! payment?
29. BEFORE YOU ENTER THE STORE
The door is open. The signs are
The store is cold Even though it’s huge- a modern,
and dark and does open it does not large font
not draw me in. draw me in.
There was a lot of
construction
around the store- The store looks
The signage tells me it is hard to find too young for me!
that the store is young the entrance.
and very hip.
30. ENVIRONMENT
The floor is black. The ceiling is
The color scheme The environment is very low. It made
is dark and lots of very dark. It me feel very
closed in.
mirrors and glass. makes it hard to
It feels cold to me. find anything.
The store was The store has no
packed with smell. The
The store music is merchandise- environment suits
very loud- you can’t mass market . the merchandise-
hear anything but the There is ten of
each item on the disposable, one
music. The music is racks. season super
designed for the trendy clothes.
young tween crowd!
31. ENVIRONMENT
There is so much
merchandise you
can hardly move.
The clothes are
The music is trendy and cheap-
The store is very
young and very throw them out
cold.
loud. Gives me a after one season.
headache. Suits the
environment!
The cash register
is a big island There is security
The store music is with ropes around at the doors- are
it- will I have to they going to look
very loud- you can’t wait in that nasty
hear anything but the line up to buy in my handbag? I
music. The music is something? can’t wait to
designed for the Forget it! leave.
young tween crowd!
32. PERSONNEL
The ratio of
It took one minute customers to
The salespeople
for a salesperson sales people is 5
gravitate to the to 1. Most of the
to make contact.
younger customer- employees are
They had a script-
I would not want to female and under
everyone asked 25 years of age.
be old in Topshop!.
me if I liked the
new store!
The employees
look like they The employees
Topshop employees all belong in Topshop are very trendy
wear Topshop clothes, shoes and
accessories. and hip.
clothing- no
exceptions!
33. PRODUCTS
Sale items are
Where would I outside in ugly
wear shoes with There is no centre racks. There is no
10 inch heels? I display- there is rhyme or reason
noticed ten to how things are
stuff everywhere. organized.
variations of these
right away.
More expensive
items are at eye Prices are easy to
level. Cheap find, however it is
The clothes appear to accessories are confusing as
be organized by item . the least prices are in
Some things are accessible. There
are lots of cheap British pounds
organized by kind of impulse items at and Canadian and
animal- fake leopard the cash register. US dollars.
fur coat, leopard
jeans, leopard shoes.
34. CUSTOMERS
When the
The customers are customers enter
tweens and they walk room by The customers
look like they stay
twenties. A few room through a about half an
people in their 40’s maze- there is no hour.
and 50’s look like logical pattern and
aliens. Mostly two you could easily
young shoppers. get trapped or lost!
Customers are There was only
The customers touch looking for the one person in line
latest trends. to buy- the cash
the clothing, try things They appear to be
on right in the aisles on a mission. register area is
and then dup it right hard to find!
back on the rack.
35. ADDITIONAL COMMENTS
Why are the Why do all the
How much fake fur shoes have 10
clothes so tiny that
and glitter can one inch heels?
they look like they
person wear? And
are for a child?
together?
Fitting room is as
Disposable, cheap small as the
one season trendy clothes. Cash
Why are the staff clothes. register is a big
young, rude and line up- worse
arrogant? than a bank.
38. BEFORE YOU ENTER THE STORE
The door is
The sign is in a
closed. It makes very traditional
The store is
me feel font- it is mid
colorful but looks sized and easy to
intimidated- like I
very staged- it read. It tells me
need to buy
does not draw me that the store is
something if I conservative
in.
want to stay.
The store is dull- I
The store is very cold I don’t feel
welcome. can’t wait to
and white even leave.
though the
merchandise is
colorful.
39. ENVIRONMENT
The door is
The sign is in a
closed. It makes very traditional
The store is
me feel font- it is mid
colorful but looks sized and easy to
intimidated- like I
very staged- it read. It tells me
need to buy
does not draw me that the store is
something if I conservative
in.
want to stay.
The store is dull- I
The store is very cold I don’t feel
welcome. can’t wait to
and white even leave.
though the
merchandise is
colorful.
40. ENVIRONMENT
The floor is white The ceiling is
The store is very quite high- it
to match the white
austere and cold= makes the store
walls- am I inside
not inviting. light and bright.
another
microwave?
There is no
music. It makes
The lights are way
too white and the store cold.
The store is very cold
bright.. The merchandise
and white even
is matchy matchy
though the
merchandise is but minimalist.
colorful.
41. ENVIRONMENT
The cash register The ceiling is
quite high- it
The store smells is hard to find- makes the store
clean. way a the back. light and bright.
There is no
music. It makes
The lights are way
too white and the store cold.
The store is very cold
bright.. The merchandise
and white even
is matchy matchy
though the
merchandise is but minimalist.
colorful.
42. PERSONNEL
No one made The salesperson The ratio of
salespeople to
contact with me in was Asian- she customer was 1 to
ten minutes s o was talking with 3.
not sure about the other Asians.
script!
The sales people
The salespeople treat young trendy
The salespeople were match the décor women better
females in their mid and the store than other
to late twenties. They image! customers- there
were all wearing is a traget
Coach products- a customer.
uniform!
43. CUSTOMERS
The average age The customers
was mid twenties walk around
and most of the through the maze
Most customers customers were of rooms that
were alone. female. Everyone make up the
Coach store.
looks like they are
browsing.
The customers
touch the
The customers looked products and try I did not see
on the clothes, anyone make a
like they came to however, the
browse- not many are minute they do, a purchase in half
buying- the prices are salesperson an hour
extremely high! They appears.
stay about ten
minutes.
44. ADDITIONAL COMMENTS
Everything looks
mass
Do you have to be The bags all have merchandised- I
Asian to be names! bet lots ends up in
the outlet stores.
noticed?
I honestly would
I hated the cash not be caught
register area- it’s dead- it looks like
Coach is now way at the back the whole world
bringing back their would buy the
retro bags- no new
same bags.
ideas?
47. BEFORE YOU ENTER THE STORE
The sign is a very
modern font- it
The door is open matches the high
and the staff are tech feel of the
The aroma and store. It tells me
making espressos
colors draw me in. the store has a
for the customers-
I want to try a leading edge
can’t wait for my product and is
coffee!
turn! innovative.
The customers The sales person
touch the
products and try will make you a
The customers looked the coffee. There coffee any way
like they came to try a are hundreds of you like it- what’s
options. not to love!
coffee, and to stay
and chat.
48. ENVIRONMENT
The floor is shite, The store is high
The store is tech but warm
the walls are dark brightly lit. There and inviting. The
wood. Each is a gorgeous merchandise is
flavour of coffee wooden coffee bar very sparse and
has a unique every product is
and high bar displayed in a
color- it makes the stools- I want to built in rack.
display a rainbow stay.
of colors.
The ceiling is It is very quiet
The customers looked very low. It made except for the
like they came to get me feel a bit espresso being
advice. They try a closed in. made. There is no
coffee, they buy lots music.
of varieties.
49. ENVIRONMENT
The average age The customers
was mid twenties walk around
and most of the through the maze
Most customers customers were of rooms that
were alone. female. Everyone make up the
Coach store.
looks like they are
browsing.
The customers
touch the
The customers looked products and try I did not see
on the clothes, anyone make a
like they came to however, the
browse- not many are minute they do, a purchase in half
buying- the prices are salesperson an hour
extremely high! They appears.
stay about ten
minutes.
50. ENVIRONMENT
The store has an The customers
The cash register walk around
incredible smell-
is at the back of through the maze
like flavored of rooms that
the store next to
coffee- is it my make up the
the display of all Coach store.
turn yet at the
the coffee
coffee bar?
varieties.
I could stay in the
store for at least half
The store must be an hour- more if there
doing well- it has was something to
tripled in size in read! The
the last two environment makes
I did not see any store me want to buy!
months! However, I was
security. concerned about all
the packaging!.
51. PERSONNEL
The average age The customers
was mid forties walk around
and most of the through the maze
Most customers customers were of rooms that
were alone. male. Everyone make up the
Nespresso store.
looks like they are
browsing.
I saw people buy
right after they
The customers tried. Some
The customers looked taste the products customers looked
like they came to try, and then go to the like regulars as
then buy. The prices counter to buy. they brought back
are extremely high! capsules for
They stay about ten recycling.
minutes.
52. PRODUCTS
The first thing you There are two
notice are the central walls with The products are
colorful Nespresso all the coffee arranged by
color- dark colors
capsules. Then varieties and a for dark coffees,
you notice the central display of light colors for
Nespresso Nespresso light coffees.
machines. machines for sale
Impulse items are plus accessories.
none existnent!
Nespresso
The customers machines are at eye
There are free touch the level. Least
samples- they will products and try expensive items are
make any kind off the coffees. mounted in wall
coffee your heart racks. Prices are
desires, except impossible to find.
alcoholic ones!
53. CUSTOMERS
The average age The customers
was mid twenties walk around
Most customers through the maze
and most of the of rooms. Most
were alone. Thy
customers were customers are on
try the coffee but
female. Everyone a mission to buy
don’t touch the more capsules.
products. looks like they are
browsing.
The customers
touch the Every customer
products and try that came in
The customers looked bought capsules.
on the clothes,
like they came to however, the I did not see
browse- not many are minute they do, a anyone buy a
buying- the prices are salesperson Nespresso
extremely high! They appears. machine.
stay about ten
minutes.
54. ADDITIONAL COMMENTS
Frustrated that
Nespresso has too The staff did not
there is only one encourage people
much packaging-
store in Vancouver to recycle.
does it all go to
where you can buy
landfill?
the Nespresso
capusles.
The store is in
conveniently
The staff give There is no such located at the
thing as a sale at
customers a bag for bottom level of the
Nespresso!
recycling- it is 20 Bay- and there is
times larger than construction!
what is needed- what Nightmare to get to!
a waste.
