Tem431 Observation Lab
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This document summarizes observations from a store insights lab. It describes key insights about the interior designs, product displays, customer demographics, and atmospheres of 6 stores: Spencer's, Q, Bath & Body Works, Dillard's, rue21, and SWAGGZ. Key factors noted across multiple stores included using lighting, music, and scents to influence shopping experiences, as well as displaying impulse items near registers. Each store was characterized as having distinctive interior designs and themes that aimed to attract different customer groups.
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Tem431 Observation Lab
- 1. TEM 431: Innovation Management Observation Lab By: Diana Ramirez
- 2. Order of Store Insights 1. SPENCER'S 2. Q 3. Bath & Body Works 4. Dillard’s 5. rue21 6. SWAGGZ
- 3. “ Before I entered Spencer’s, the whole Urban design really caught my attention, and made the store really stand out from the usual common designs found in the store. SPENCER’S INSIGHT Inside the store, the environment was very relaxed. There was music in the background. I could tell that this type od dark ambiance environment influenced the perceived value of the merchandise. Some of the roducts that I first noticed were random souviner products. Most customers appeared to be browsing and with someone else.
- 4. “ SPENCER’S INSIGHT One insight that really influences customers to buy their merchandise is the lights found in the ceiling. These lights are also displayed for purchase. The cash register also has many impulse items. These include candy, key chains, nail polish, and glasses. The products are displayed by graphics and type of product organization.
- 5. Q INSIGHT Entering the Q clothing store, the design is very simple and clear Inside the store insights: ◦ The lighting inside the store is very clear and helps make the appearance of the clothing stand out ◦ Clothing is organized by style and color hues ◦ Customers appeared to shop with groups of people ◦ The age and gender of the store was around 15 to 25 females.
- 6. BATH & BODY WORKS INSIGHTS What catches my attention is the comforting appearance the red and green design pattern. Bath & Body Works is the only store where employees immediately interacted with customers Inside the store, product fragrances are displayed based on color and type of function. The common theme found in this store was that customers are encouraged to touch the fragrances and smell samples.
- 7. DILLARD’S INSIGHTS Dillard's catches my attention based on the large size of the letters displayed in the entrance. Insights inside the store: ◦ The first products emphasized throughout the store are fragrances and makeup. ◦ Employees interact with customers the moment they enter the store ◦ The environment found inside the store is quite calm. The lighting is also dim, which helps customers focus more on browsing products more comfortably
- 8. rue21 INSIGHTS rue21 catches my attention based on blue glow surrounding the letters at the entrance. Insights inside the store: ◦ Rue21 catches the customers attention by blowing up sale signs next to the entrance. ◦ Similar to other clothing stores, rue 21 displays its products based on style and product type. ◦ Items that are less likely to be found in the store are bags and shoes
- 9. rue21 INSIGHTS Some of the items found next to the cash register include impulse products like candy, lotions, and fragrances Items that are placed in the back of the store are clothing for plus sized women. The environment in rue21 also matched the blue cool theme colors displayed throughout the store. This influences customers to continue browsing around the store.
- 10. SWAGGZ INSIGHTS SWAGGZ catches my attention based on the metallic design displayed at the entrance of the store. Insights inside the store: ◦ The first products that customers see are backpacks, shirts, and shoes. ◦ The environment that store creates is emphasized strongly by the floor of the store. Other stores had regular floors, but the wood floor brightens the environment
- 11. SWAGGZ INSIGHTS The lighting of the SWAGGZ store is very bright, which helps the store appear larger than it actually is. Products are displayed based on the color of the clothing. Colorful shelfs also help catch people’s attention. Skateboarding products are arranged at eye level, for customers to see the products closely.