The document summarizes observations from a retail observation lab conducted by the author. They visited several stores including Yankee Candle, Under Armour, Levi's, GAP, and The North Face. For each store, they described the environment, personnel, products, customers, and provided insights. The best store experience was at The North Face, which had a premium feel with unique displays and knowledgeable associates. GAP gave an underwhelming impression like a discount store. Levi's had crowded merchandise and associates that were overbearing.

1. OBSERVATION LAB
NateWhalen
TEM 431

2. Location
■ I took a trip to my local
Outlets Mall in Colorado to
conduct this observation lab

3. Yankee Candle
• Before entering:
• Doors were open and aroma draws
customers in
• Warm, friendly feeling
• Signage is smaller than I’d like, but name
implies store’s nature
• Environment:
• Color and lighting scheme is warm,
“earthy” tan/brown colors with hard
wood floors.
• Very calm setting, warm temperature
with soft music playing, high ceilings but
convoluted aisles and product placement
• Personnel:
• Was immediately greeted by friendly and
knowledgeable associate
• Younger aged employees wearing all
black outfits
• Products:
• Products were shop-able but hard to distinguish,
arranged by color
• Prices were hard to find
• Customers:
• Customers were few and far between, not
accompanied and were elder people
• Most customers purchased items, rarely were
customers not buying

4. Insights
• This was my first time ever in aYankeeCandle store
• Overall it was a pleasant experience, and I was surprised to see a store that only sells
scented candles
• I felt as though I was welcomed into the store and while I was there I received a very
friendly and warm feeling.The aroma of conflicting scents was quite strong however.
• Would I shop again? I suppose if I were ever in the market for a scented candle

5. Under Armour
• Before entering:
• Doors closed, signage is ample and tells
the nature of the store style
• Environment:
• Very bright lighting cold temperature and
high tempo music
• Very high ceilings and open displays,
overall mimicked “gym” atmosphere
• Smelt of new shoes/sports equipment
• Personnel:
• Was never greeted by personnel
• Younger aged employees wearing darker
outfits of store branding
• Personnel fit the expected
styling/branding of the store
• Products:
• Noticed on-sale clothing display at
entrance first, everything at eye level
• All products were categorized based on
age, gender or sport
• Customers:
• Most customers were in a
group of friends or family
• Products were touched in
all cases, as the customers
browsed
• Majority of observed
customers purchased

6. Insights
• I have been to this Under Armour store many times
• Always have the same experience, the layout of the store rarely changes and there is
always a low interaction with associates unless needed
• The store felt as if it was a very high end athletic apparel store and gave off the feeling
of being at a gym.This may create a judgmental feeling in some people but I
personally felt as if I fit in
• Would I shop again?Yes

7. Levi’s
• Before entering:
• Doors closed, signage is small; would not
know what the store is unless I knew the
brand
• Environment:
• Cement floors with wooden and metal
displays; very urban design, cooler
temperature
• Lower ceilings but well lit, no music and
sound echoed throughout store
• Registers located near entrance with no
security; environment influenced value of
merchandise
• Personnel:
• Immediately greeted by two younger
associates wearing casual store branded
clothing which matches store image
• Products:
• Did not notice any specific product
• Merchandise was stacked to ceiling
• Prices were visible
• Customers:
• Customers were mostly
alone, shopping not
browsing
• Products were touched in
all cases, and fitting rooms
used frequently
• All customers observed
purchased items

8. Insights
• This was my first time shopping in a Levi’s store
• I have bought Levi’s before but at a non-Levi’s store
• I was disappointed with this experience. I was immediately greeted by two employees
and then was followed around the store by them the entire time I was there. I also
noticed this with other customers too
• This made me feel as if I had no privacy or freedom to shop the way I wanted to shop
• Merchandise was very condensed and very hard to navigate through
• Would I shop again? Probably not based on the atmosphere and layout of the store

9. GAP
• Before entering:
• Doors closed, signage was big and
prominent
• Environment:
• Hard wood floors with very basic product
shelving/racks
• Lower ceilings but warmly lit, soft music
playing
• Registers located near entrance with no
security
• Personnel:
• No interaction with any associates
• Wearing casual clothing, could not tell if it
was store brand, they were all young
females
• Products:
• Clearance rack items were noticed first
• “Supermarket” style merchandising by
size & gender
• Prices were visible on all racks
• Customers:
• Customers were in groups,
appeared to be mothers
with young children
• Did not see any customers
purchase, but a lot of
browsing took place

10. Insights
• I have never shopped at anyGAP store before this experience
• The biggest surprise was that it seemed like a Ross or JC Penny style clothing store
• Very basic merchandising layout with clothes hanging on discount racks, gave off the
impression of very cheap clothing
• Would I shop again? No

11. The North Face
• Before entering:
• Doors opened wide, signage was big,
proud and prominent, very inviting
• Environment:
• Cement floors, high ceilings and bright
lighting
• Merchandising displays were relevant to
the function of the products
• Registers located near entrance with no
security, but lots of employees circling
the store
• Personnel:
• Immediately greeted by younger
associate clothed in store branded
merchandise, matching store’s desired
image
• Products:
• Rock wall display shown to the right was
noticed first
• Premium prices were visible on all racks
• Customers:
• Mainly younger
”outdoorsy” customer types
• Customers were mainly
browsing but majority
purchased merchandise

12. Insights
• This was my first time in a North Face store
• I was very surprised at the environment of the store. I felt as if I was at a destination
store with all the unique displays of clothes and products
• There was a lot of opportunity to stop and talk to the associates who came off as
experts in the merchandise they were selling
• The experience in the store matched the premium priced high end products that were
being sold there
• Would I shop again?Yes this was hands down the best store I observed during this lab.