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The document provides observations from visits to 6 different stores. At Best Buy, the observer noted large product displays outside drawing people in and a practical interior environment. At Sams Club, they saw a spacious interior but noticed it was too warm in some areas. Their visit to Shoe Carnival found a moderately bright interior and smells of new shoes. Ross had blue and white coloring and clothes smells. Finally, at Gamestop the observer was drawn in by posters in the window and noticed their signature bright color scheme.

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TEM 431/531 Assignment 5 Observation Lab Darian Lopez
Assignment ● Go to at least 6 different stores. They can be at the same shopping center or different locations. Spend at least 15 minutes in each store making OBSERVATIONS using the lab guide for reference. Take photos to capture your observations ● Create a presentation that captures your INSIGHTS. What types of things had you missed before? What were your biggest surprises? Are there opportunities you never noticed before?
Store #1 Best Buy
Best Buy
Before You Enter The Store Does the Store Draw you in? Large products displayed outside Large products displayed outsideYes, given the color scheme,sleek nature, that there are a lot of good produts inside Is the door open or closed? closed The doors were closed How does this make you feel? The large display is enticing to see more Given the stores established reputation, the doors closed was not an issue How big is the sign lettering and in what font? Large and in a normal font The sign lettering was large and in a normal font What does this tell you about the store? Practical, conventional, professional, lots to offer Practical, conventional, professional, lots to offer
Environment What is the color scheme of the store? How does this affect you? -Blue an Red What is causing the noise? - customers and staff talking, kids playing What type of floor does the store have? How does this affect the environment? vinyl floor/wood, reflects light very well for increase visibility Is there music playing? If so, does it fit the environment? -no music identified How high is the ceiling? How does this feel? -20-50 ft. Feels spacious Is the store warm or cold? -good balance of cool but not too cold How brightly lit is the store? How does this affect you? -Very brightly lit but not too much. Allows for visible merchandise but not too bright Is the store crowded with merchandise or is it sparse? - very big selection of merchandise. Enough to entice someone to purchase something new How loud is the environment? - not loud, some sounds in select ares Does the store have a distinctive smell? - no distinct smell remembered
Environment Where is the cash register located? Front of store but not right at entrance How visible is the store security? Not very visible unless you count greeter How long do you want to stay in this store? 1-2 hours depending on amount of shoppers Does the environment influence the perceived value of the merchandise? Yes, nice products displayed in a manner which compliments their value or brand adds to perceived value worth
Personnel How long does it take before a sales person initiates contact? -30 mins depending on how long youre static on in one area Are the salespeople using the store products? - perhaps, couldn't relly tell Does the salesperson have a script to follow with each customer? - perhaps the door greeters, customer service and clerks Do the salespeople have a uniform? - yes Does the salesperson treat different customers differently? - depending on the needs and familiarity of the customer wit the products Do the salespeople match the stores image? -yes What is the ratio of salespeople to customers? 1:10 approximately What age and gender are the employees? Male &female 20-30
Products What is the first product that you notice? -TVs What products are at eye level? - most appealing/fun/eye catching to entice customer to buy Is there a central display table with featured products? -mobile devices, samsung, Apple, iphones, apple watches Are there impulse items near the cash register? - snacks, device accessories Where are items that are “for sale” located in the store? - “Sale” items are in the front upon walking in, and in the back in a collection What items in the store are in the least accessible locations? - mudane office supplies, equipment How are the products arranged? By function? By price? By color? - by function Where are the most and least expensive products located? - center of store most perceived foot traffic Are there free samples or demonstrations? - yes samples of running products throughout store Are the prices of the products easy to find? - yes posted on shelves in large font or with stickers
Customers Are most customers alone or with someone else? What is the relationship? - mix of alone or with someone, could be partnet Do most customers appear to be on a mission or are they browsing? -on a mission/browsing. One could says on a mission to browse certain areas What is the average age and gender of the customers? -male 20-30 What percent of customers purchase products in the store? -50% When a customer enters the store, do they tend to walk in the same path or direction? -customers enter and go both left and right How long do customers stay in the store, on average? -30 mins Do customer touch the products? Is this encouraged? -yes display and demos present
Store #2 Sams Club
Store #2 Sams Club
Before You Enter The Store Does the Store Draw you in? Nothing spectacular Is the door open or closed? Closed out door, but open inner door How does this make you feel? invited How big is the sign lettering and in what font? Very big, normal sans-serif font What does this tell you about the store? Business, professional
Environment What is the color scheme of the store? How does this affect you? Blue, white, grey What is causing the noise? - normal business commerce sounds What type of floor does the store have? How does this affect the environment? -vinyl, reflects light very well Is there music playing? If so, does it fit the environment? - no music short of demo areas How high is the ceiling? How does this feel? -50 ft, feels spacious Is the store warm or cold? -a little too warm in some areas How brightly lit is the store? How does this affect you? -very well lit, comfortable to browse in Is the store crowded with merchandise or is it sparse? -very crowded with merchandise How loud is the environment? - not loud Does the store have a distinctive smell? - bakery smell, food court area
Environment Where is the cash register located? Near food court, exit area How visible is the store security? Greeters are both entrance and exit How long do you want to stay in this store? 1-2 hours Does the environment influence the perceived value of the merchandise? The environment shows great deals but large amounts of items
Personnel How long does it take before a sales person initiates contact? 30 mins if available Are the salespeople using the store products? -no Does the salesperson have a script to follow with each customer? -no Do the salespeople have a uniform? -yes Does the salesperson treat different customers differently? -no Do the salespeople match the stores image? -yes simple personable, friendly What is the ratio of salespeople to customers? 1:20 What age and gender are the employees? Female/male 20-30
Products What is the first product that you notice? -TVs What products are at eye level? -TVs, snacks, toys Is there a central display table with featured products? -yes, toys, clothes, seaonsal,snacks What items in the store are in the least accessible locations? -most attractive snacks, electronics, toys Where are items that are “for sale” located in the store? -back areas with sale prices/stickers Where are the most and least expensive products located? -center display area where most traffic circles How are the products arranged? By function? By price? By color? -by type Are the prices of the products easy to find? -yes Are there free samples or demonstrations? -yes food/snack areas, tv electronics demos Are there impulse items near the cash register? -food court
Customers Are most customers alone or with someone else? What is the relationship? -with someone spouse/partner Do most customers appear to be on a mission or are they browsing? -both What is the average age and gender of the customers? -female/male 30-40 What percent of customers purchase products in the store? -90% When a customer enters the store, do they tend to walk in the same path or direction? -enter from left, circle counter clockwise How long do customers stay in the store, on average? 1 hour Do customer touch the products? Is this encouraged? -yes samples, demos
Store #3 Shoe Carnival
Store #3 Shoe Carnival
Shoe Carnival
Shoe Carnival
Before You Enter The Store Does the Store Draw you in? The bright colors on the sign do Is the door open or closed? closed How does this make you feel? neutral How big is the sign lettering and in what font? Quite large in a bold black font What does this tell you about the store? The black tone seems to match every other professional organization
Environment What is the color scheme of the store? How does this affect you? Shades of brown. Rather not special What is causing the noise? Normal chatter between customers and customers and staff What type of floor does the store have? How does this affect the environment? Carpet and vinyl Is there music playing? If so, does it fit the environment? Dont recall any music How high is the ceiling? How does this feel? Maybe 20' . lower than the others. Not as spacious Is the store warm or cold? mild How brightly lit is the store? How does this affect you? Moderately bright. More illumination would be more lively in my opinion Is the store crowded with merchandise or is it sparse? Crowded in overall amount but not crowded in variety How loud is the environment? Not loud. Does the store have a distinctive smell? The smell of new shoes
Environment Where is the cash register located? Side front near entrance/exit How visible is the store security? Not visible How long do you want to stay in this store? 30 minutes at most Does the environment influence the perceived value of the merchandise? It gives the perception of family friendly deals and selections
Personnel How long does it take before a sales person initiates contact? 10-15 minutes Are the salespeople using the store products? Yes. It seems the salespeople use a potential discount for products there Does the salesperson have a script to follow with each customer? Not that I am aware of Do the salespeople have a uniform? Yes, they appear to have a set standard of uniform Does the salesperson treat different customers differently? no Do the salespeople match the stores image? yes What is the ratio of salespeople to customers? 1:15 What age and gender are the employees? Female 20ish
Products What is the first product that you notice? Shoe racks with specials What products are at eye level? Shoe displays so you can actually see them out of the box Is there a central display table with featured products? Yes with select specials/deals What items in the store are in the least accessible locations? Shoe store accessories which may not be as popular Where are items that are “for sale” located in the store? They are located on the back/ back side walls Where are the most and least expensive products located? Center of the store How are the products arranged? By function? By price? By color? By age, and category Are the prices of the products easy to find? -yes Are there free samples or demonstrations? You can try on shoes Are there impulse items near the cash register? Snacks, and relevant accessories
Customers Are most customers alone or with someone else? What is the relationship? With someone else, mainly family Do most customers appear to be on a mission or are they browsing? Browsing seems to be the main focus What is the average age and gender of the customers? Female, 30's What percent of customers purchase products in the store? 30-40%, given the large amount of people browsing When a customer enters the store, do they tend to walk in the same path or direction? Most customers walk in and straight to the back center How long do customers stay in the store, on average? 30 minutes potentially as max Do customer touch the products? Is this encouraged? Yes trying on a interacting with the shoes is very common
Store #4 Ross ● State the intended goal
Store #4 Ross
Store #4 Ross
Before You Enter The Store Does the Store Draw you in? The overall reputation and bright signage helps Is the door open or closed? closed How does this make you feel? Neutral, not curious to enter if youre not already planning on visiting How big is the sign lettering and in what font? Large and regular font What does this tell you about the store? Professional business, practical
Environment What is the color scheme of the store? How does this affect you? Blue and white with black. Refreshing not too dark or bright What is causing the noise? Normal conversations between customers What type of floor does the store have? How does this affect the environment? Vinly floors, reflect light rathe well,easy on the eyes Is there music playing? If so, does it fit the environment? No music How high is the ceiling? How does this feel? 15-20 feet. A bit higher would give the feeling of more space or breathing room Is the store warm or cold? mild How brightly lit is the store? How does this affect you? Moderately bright. I think there is a fair balance between Is the store crowded with merchandise or is it sparse? Depends on the season, not quite crowded but some categories are sparse like children's clothes How loud is the environment? no Does the store have a distinctive smell? Like clothes sitting around
Environment Where is the cash register located? Front near entrace/exit How visible is the store security? Not visible How long do you want to stay in this store? 30 minutes at most Does the environment influence the perceived value of the merchandise? Yes, bargain deals to be found but not guaranteed
Personnel How long does it take before a sales person initiates contact? Not likely to happen given amount of workers Are the salespeople using the store products? Potentially clothing deals found Does the salesperson have a script to follow with each customer? The checkout clerks greet customers in a certain way Do the salespeople have a uniform? yes Does the salesperson treat different customers differently? no Do the salespeople match the stores image? Yes, people friendly, not complicated What is the ratio of salespeople to customers? 1:30+ What age and gender are the employees? 20-30 female
Products What is the first product that you notice? Purses, cologne, bags What products are at eye level? Deals, appealing eye catching products Is there a central display table with featured products? Yes towards center are deals and interesting products which may interest customers What items in the store are in the least accessible locations? -most attractive snacks, electronics, toys Where are items that are “for sale” located in the store? -back areas generally Where are the most and least expensive products located? -center display area where most traffic circles How are the products arranged? By function? By price? By color? -by type, category, age and gender Are the prices of the products easy to find? -yes Are there free samples or demonstrations? -yes you can try on products and pick up products Are there impulse items near the cash register? Snacks and candy
Customers Are most customers alone or with someone else? What is the relationship? Someone else, friends and family Do most customers appear to be on a mission or are they browsing? Browsing mostly What is the average age and gender of the customers? 30 female What percent of customers purchase products in the store? 70% due to deal prices When a customer enters the store, do they tend to walk in the same path or direction? Enter from right and go counter clockwise How long do customers stay in the store, on average? 30 minutes Do customer touch the products? Is this encouraged? Yes you need to try on items or touch the to gauge their quality/condition
Store #5 Gamestop ● State the intended goal
Gamestop
Before You Enter The Store Does the Store Draw you in? Yes, posters, listing through window Is the door open or closed? close How does this make you feel? Neutral, the ability to see the products in inviting enough How big is the sign lettering and in what font? Big multi colored What does this tell you about the store? The signature colors which matches heir website, good branding
Environment What is the color scheme of the store? How does this affect you? White red, bright. Nostalgic What is causing the noise? What type of floor does the store have? How does this affect the environment? Carpet, quiet experience Is there music playing? If so, does it fit the environment? How high is the ceiling? How does this feel? A bit lower, kinda cramped Is the store warm or cold? How brightly lit is the store? How does this affect you? Is the store crowded with merchandise or is it sparse? How loud is the environment? Does the store have a distinctive smell?
Environment Where is the cash register located? Side wall not obscured by products. How visible is the store security? Not visible How long do you want to stay in this store? 30 – 60 minutes Does the environment influence the perceived value of the merchandise? It gives the perception if games, electronics and entertainment
Personnel How long does it take before a sales person initiates contact? 1-2 minute upon entry and if they see you Are the salespeople using the store products? Not really due to the natuere of the product Does the salesperson have a script to follow with each customer? no Do the salespeople have a uniform? yes Does the salesperson treat different customers differently? no Do the salespeople match the stores image? Yes, gamers for gamers What is the ratio of salespeople to customers? 1:10 What age and gender are the employees? Male 20-30
Products What is the first product that you notice? Games, game merchanidise, sale items/used items deals What products are at eye level? Game content/ merchandise figures, accessories Is there a central display table with featured products? Yes towards the center What items in the store are in the least accessible locations? -older obsolete items/games Where are items that are “for sale” located in the store? -back areas away from the main entrance with tags Where are the most and least expensive products located? -behind the checkout counter, for instance game consoles How are the products arranged? By function? By price? By color? -by manufacturer, genre, title Are the prices of the products easy to find? -yes Are there free samples or demonstrations? -yes you can try products sometimes Are there impulse items near the cash register? Snacks and candy, accessories
Customers Are most customers alone or with someone else? What is the relationship? Do most customers appear to be on a mission or are they browsing? 60% browsing but on a mission for a specific category What is the average age and gender of the customers? What percent of customers purchase products in the store? When a customer enters the store, do they tend to walk in the same path or direction? Straight in and forwards towards back in a pattern Do the salespeople match the stores image? How long do customers stay in the store, on average? Do customer touch the products? Is this encouraged? Yes to read descriptions or check condition/quality
Store #6 Academy Sports ● State the intended goal
Store #6 Academy Sports
Before You Enter The Store Does the Store Draw you in? Yes, large displays of products Is the door open or closed? closed How does this make you feel? Neutral still interested How big is the sign lettering and in what font? Big letters and normal bold font What does this tell you about the store? Professional, practial
Environment What is the color scheme of the store? How does this affect you? Red and blue, different from other stores What is causing the noise? Kids and families talking What type of floor does the store have? How does this affect the environment? Vinly refelcts light well Is there music playing? If so, does it fit the environment? No music identififed How high is the ceiling? How does this feel? 50-60 feet very spacious Is the store warm or cold? Mild, good balance How brightly lit is the store? How does this affect you? Very well lit but not to much Is the store crowded with merchandise or is it spare? Crowded with merchandise to entice customers How loud is the environment? Not loud Does the store have a distinctive smell? Sports areas smell like equipment
Environment Where is the cash register located? Front near exit How visible is the store security? Not visible besides greeter How long do you want to stay in this store? 45 minutes Does the environment influence the perceived value of the merchandise? Yes a great perception of high quality products and experiences
Personnel How long does it take before a sales person initiates contact? 15 minutes Are the salespeople using the store products? Potentially clothing, and other wears Does the salesperson have a script to follow with each customer? no Do the salespeople have a uniform? Yes Does the salesperson treat different customers differently? No Do the salespeople match the stores image? Yes open, personable, relatable What is the ratio of salespeople to customers? 1:10 What age and gender are the employees? Male -20
Products What is the first product that you notice? Fitness gear, sports gear, sales, workout clothing What products are at eye level? Product displays Is there a central display table with featured products? Center with featured signs What items in the store are in the least accessible locations? -older obsolete not best sellers Where are items that are “for sale” located in the store? Central as well as other select areas Where are the most and least expensive products located? -behind specific sports counters on display cases relevant to the category ie camping, golf, weights How are the products arranged? By function? By price? By color? -by category, brand, style Are the prices of the products easy to find? -yes Are there free samples or demonstrations? -yes you can try products on or interact to see how they are Are there impulse items near the cash register? Snacks and candy, accessories, drinks , glasses outdoors accessories
Customers Are most customers alone or with someone else? What is the relationship? With someone. Mostly a perceived partner or family Do most customers appear to be on a mission or are they browsing? Browsing but in a specific category mostly What is the average age and gender of the customers? 30 male What percent of customers purchase products in the store? 40% When a customer enters the store, do they tend to walk in the same path or direction? Enter from left and go clockwise How long do customers stay in the store, on average? 30 mins Do customer touch the products? Is this encouraged? Yes customers pick up products to feel or test quality

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TEMAssign5Lopez.pdf

  • 1.
    TEM 431/531 Assignment5 Observation Lab Darian Lopez
  • 2.
    Assignment ● Go to atleast 6 different stores. They can be at the same shopping center or different locations. Spend at least 15 minutes in each store making OBSERVATIONS using the lab guide for reference. Take photos to capture your observations ● Create a presentation that captures your INSIGHTS. What types of things had you missed before? What were your biggest surprises? Are there opportunities you never noticed before?
  • 3.
  • 4.
  • 5.
    Before You EnterThe Store Does the Store Draw you in? Large products displayed outside Large products displayed outsideYes, given the color scheme,sleek nature, that there are a lot of good produts inside Is the door open or closed? closed The doors were closed How does this make you feel? The large display is enticing to see more Given the stores established reputation, the doors closed was not an issue How big is the sign lettering and in what font? Large and in a normal font The sign lettering was large and in a normal font What does this tell you about the store? Practical, conventional, professional, lots to offer Practical, conventional, professional, lots to offer
  • 6.
    Environment What is thecolor scheme of the store? How does this affect you? -Blue an Red What is causing the noise? - customers and staff talking, kids playing What type of floor does the store have? How does this affect the environment? vinyl floor/wood, reflects light very well for increase visibility Is there music playing? If so, does it fit the environment? -no music identified How high is the ceiling? How does this feel? -20-50 ft. Feels spacious Is the store warm or cold? -good balance of cool but not too cold How brightly lit is the store? How does this affect you? -Very brightly lit but not too much. Allows for visible merchandise but not too bright Is the store crowded with merchandise or is it sparse? - very big selection of merchandise. Enough to entice someone to purchase something new How loud is the environment? - not loud, some sounds in select ares Does the store have a distinctive smell? - no distinct smell remembered
  • 7.
    Environment Where is thecash register located? Front of store but not right at entrance How visible is the store security? Not very visible unless you count greeter How long do you want to stay in this store? 1-2 hours depending on amount of shoppers Does the environment influence the perceived value of the merchandise? Yes, nice products displayed in a manner which compliments their value or brand adds to perceived value worth
  • 8.
    Personnel How long doesit take before a sales person initiates contact? -30 mins depending on how long youre static on in one area Are the salespeople using the store products? - perhaps, couldn't relly tell Does the salesperson have a script to follow with each customer? - perhaps the door greeters, customer service and clerks Do the salespeople have a uniform? - yes Does the salesperson treat different customers differently? - depending on the needs and familiarity of the customer wit the products Do the salespeople match the stores image? -yes What is the ratio of salespeople to customers? 1:10 approximately What age and gender are the employees? Male &female 20-30
  • 9.
    Products What is thefirst product that you notice? -TVs What products are at eye level? - most appealing/fun/eye catching to entice customer to buy Is there a central display table with featured products? -mobile devices, samsung, Apple, iphones, apple watches Are there impulse items near the cash register? - snacks, device accessories Where are items that are “for sale” located in the store? - “Sale” items are in the front upon walking in, and in the back in a collection What items in the store are in the least accessible locations? - mudane office supplies, equipment How are the products arranged? By function? By price? By color? - by function Where are the most and least expensive products located? - center of store most perceived foot traffic Are there free samples or demonstrations? - yes samples of running products throughout store Are the prices of the products easy to find? - yes posted on shelves in large font or with stickers
  • 10.
    Customers Are most customersalone or with someone else? What is the relationship? - mix of alone or with someone, could be partnet Do most customers appear to be on a mission or are they browsing? -on a mission/browsing. One could says on a mission to browse certain areas What is the average age and gender of the customers? -male 20-30 What percent of customers purchase products in the store? -50% When a customer enters the store, do they tend to walk in the same path or direction? -customers enter and go both left and right How long do customers stay in the store, on average? -30 mins Do customer touch the products? Is this encouraged? -yes display and demos present
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    Before You EnterThe Store Does the Store Draw you in? Nothing spectacular Is the door open or closed? Closed out door, but open inner door How does this make you feel? invited How big is the sign lettering and in what font? Very big, normal sans-serif font What does this tell you about the store? Business, professional
  • 14.
    Environment What is thecolor scheme of the store? How does this affect you? Blue, white, grey What is causing the noise? - normal business commerce sounds What type of floor does the store have? How does this affect the environment? -vinyl, reflects light very well Is there music playing? If so, does it fit the environment? - no music short of demo areas How high is the ceiling? How does this feel? -50 ft, feels spacious Is the store warm or cold? -a little too warm in some areas How brightly lit is the store? How does this affect you? -very well lit, comfortable to browse in Is the store crowded with merchandise or is it sparse? -very crowded with merchandise How loud is the environment? - not loud Does the store have a distinctive smell? - bakery smell, food court area
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    Environment Where is thecash register located? Near food court, exit area How visible is the store security? Greeters are both entrance and exit How long do you want to stay in this store? 1-2 hours Does the environment influence the perceived value of the merchandise? The environment shows great deals but large amounts of items
  • 16.
    Personnel How long doesit take before a sales person initiates contact? 30 mins if available Are the salespeople using the store products? -no Does the salesperson have a script to follow with each customer? -no Do the salespeople have a uniform? -yes Does the salesperson treat different customers differently? -no Do the salespeople match the stores image? -yes simple personable, friendly What is the ratio of salespeople to customers? 1:20 What age and gender are the employees? Female/male 20-30
  • 17.
    Products What is thefirst product that you notice? -TVs What products are at eye level? -TVs, snacks, toys Is there a central display table with featured products? -yes, toys, clothes, seaonsal,snacks What items in the store are in the least accessible locations? -most attractive snacks, electronics, toys Where are items that are “for sale” located in the store? -back areas with sale prices/stickers Where are the most and least expensive products located? -center display area where most traffic circles How are the products arranged? By function? By price? By color? -by type Are the prices of the products easy to find? -yes Are there free samples or demonstrations? -yes food/snack areas, tv electronics demos Are there impulse items near the cash register? -food court
  • 18.
    Customers Are most customersalone or with someone else? What is the relationship? -with someone spouse/partner Do most customers appear to be on a mission or are they browsing? -both What is the average age and gender of the customers? -female/male 30-40 What percent of customers purchase products in the store? -90% When a customer enters the store, do they tend to walk in the same path or direction? -enter from left, circle counter clockwise How long do customers stay in the store, on average? 1 hour Do customer touch the products? Is this encouraged? -yes samples, demos
  • 19.
    Store #3 ShoeCarnival
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    Store #3 ShoeCarnival
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    Before You EnterThe Store Does the Store Draw you in? The bright colors on the sign do Is the door open or closed? closed How does this make you feel? neutral How big is the sign lettering and in what font? Quite large in a bold black font What does this tell you about the store? The black tone seems to match every other professional organization
  • 24.
    Environment What is thecolor scheme of the store? How does this affect you? Shades of brown. Rather not special What is causing the noise? Normal chatter between customers and customers and staff What type of floor does the store have? How does this affect the environment? Carpet and vinyl Is there music playing? If so, does it fit the environment? Dont recall any music How high is the ceiling? How does this feel? Maybe 20' . lower than the others. Not as spacious Is the store warm or cold? mild How brightly lit is the store? How does this affect you? Moderately bright. More illumination would be more lively in my opinion Is the store crowded with merchandise or is it sparse? Crowded in overall amount but not crowded in variety How loud is the environment? Not loud. Does the store have a distinctive smell? The smell of new shoes
  • 25.
    Environment Where is thecash register located? Side front near entrance/exit How visible is the store security? Not visible How long do you want to stay in this store? 30 minutes at most Does the environment influence the perceived value of the merchandise? It gives the perception of family friendly deals and selections
  • 26.
    Personnel How long doesit take before a sales person initiates contact? 10-15 minutes Are the salespeople using the store products? Yes. It seems the salespeople use a potential discount for products there Does the salesperson have a script to follow with each customer? Not that I am aware of Do the salespeople have a uniform? Yes, they appear to have a set standard of uniform Does the salesperson treat different customers differently? no Do the salespeople match the stores image? yes What is the ratio of salespeople to customers? 1:15 What age and gender are the employees? Female 20ish
  • 27.
    Products What is thefirst product that you notice? Shoe racks with specials What products are at eye level? Shoe displays so you can actually see them out of the box Is there a central display table with featured products? Yes with select specials/deals What items in the store are in the least accessible locations? Shoe store accessories which may not be as popular Where are items that are “for sale” located in the store? They are located on the back/ back side walls Where are the most and least expensive products located? Center of the store How are the products arranged? By function? By price? By color? By age, and category Are the prices of the products easy to find? -yes Are there free samples or demonstrations? You can try on shoes Are there impulse items near the cash register? Snacks, and relevant accessories
  • 28.
    Customers Are most customersalone or with someone else? What is the relationship? With someone else, mainly family Do most customers appear to be on a mission or are they browsing? Browsing seems to be the main focus What is the average age and gender of the customers? Female, 30's What percent of customers purchase products in the store? 30-40%, given the large amount of people browsing When a customer enters the store, do they tend to walk in the same path or direction? Most customers walk in and straight to the back center How long do customers stay in the store, on average? 30 minutes potentially as max Do customer touch the products? Is this encouraged? Yes trying on a interacting with the shoes is very common
  • 29.
    Store #4 Ross ●State the intended goal
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    Before You EnterThe Store Does the Store Draw you in? The overall reputation and bright signage helps Is the door open or closed? closed How does this make you feel? Neutral, not curious to enter if youre not already planning on visiting How big is the sign lettering and in what font? Large and regular font What does this tell you about the store? Professional business, practical
  • 33.
    Environment What is thecolor scheme of the store? How does this affect you? Blue and white with black. Refreshing not too dark or bright What is causing the noise? Normal conversations between customers What type of floor does the store have? How does this affect the environment? Vinly floors, reflect light rathe well,easy on the eyes Is there music playing? If so, does it fit the environment? No music How high is the ceiling? How does this feel? 15-20 feet. A bit higher would give the feeling of more space or breathing room Is the store warm or cold? mild How brightly lit is the store? How does this affect you? Moderately bright. I think there is a fair balance between Is the store crowded with merchandise or is it sparse? Depends on the season, not quite crowded but some categories are sparse like children's clothes How loud is the environment? no Does the store have a distinctive smell? Like clothes sitting around
  • 34.
    Environment Where is thecash register located? Front near entrace/exit How visible is the store security? Not visible How long do you want to stay in this store? 30 minutes at most Does the environment influence the perceived value of the merchandise? Yes, bargain deals to be found but not guaranteed
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    Personnel How long doesit take before a sales person initiates contact? Not likely to happen given amount of workers Are the salespeople using the store products? Potentially clothing deals found Does the salesperson have a script to follow with each customer? The checkout clerks greet customers in a certain way Do the salespeople have a uniform? yes Does the salesperson treat different customers differently? no Do the salespeople match the stores image? Yes, people friendly, not complicated What is the ratio of salespeople to customers? 1:30+ What age and gender are the employees? 20-30 female
  • 36.
    Products What is thefirst product that you notice? Purses, cologne, bags What products are at eye level? Deals, appealing eye catching products Is there a central display table with featured products? Yes towards center are deals and interesting products which may interest customers What items in the store are in the least accessible locations? -most attractive snacks, electronics, toys Where are items that are “for sale” located in the store? -back areas generally Where are the most and least expensive products located? -center display area where most traffic circles How are the products arranged? By function? By price? By color? -by type, category, age and gender Are the prices of the products easy to find? -yes Are there free samples or demonstrations? -yes you can try on products and pick up products Are there impulse items near the cash register? Snacks and candy
  • 37.
    Customers Are most customersalone or with someone else? What is the relationship? Someone else, friends and family Do most customers appear to be on a mission or are they browsing? Browsing mostly What is the average age and gender of the customers? 30 female What percent of customers purchase products in the store? 70% due to deal prices When a customer enters the store, do they tend to walk in the same path or direction? Enter from right and go counter clockwise How long do customers stay in the store, on average? 30 minutes Do customer touch the products? Is this encouraged? Yes you need to try on items or touch the to gauge their quality/condition
  • 38.
    Store #5 Gamestop ●State the intended goal
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    Before You EnterThe Store Does the Store Draw you in? Yes, posters, listing through window Is the door open or closed? close How does this make you feel? Neutral, the ability to see the products in inviting enough How big is the sign lettering and in what font? Big multi colored What does this tell you about the store? The signature colors which matches heir website, good branding
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    Environment What is thecolor scheme of the store? How does this affect you? White red, bright. Nostalgic What is causing the noise? What type of floor does the store have? How does this affect the environment? Carpet, quiet experience Is there music playing? If so, does it fit the environment? How high is the ceiling? How does this feel? A bit lower, kinda cramped Is the store warm or cold? How brightly lit is the store? How does this affect you? Is the store crowded with merchandise or is it sparse? How loud is the environment? Does the store have a distinctive smell?
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    Environment Where is thecash register located? Side wall not obscured by products. How visible is the store security? Not visible How long do you want to stay in this store? 30 – 60 minutes Does the environment influence the perceived value of the merchandise? It gives the perception if games, electronics and entertainment
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    Personnel How long doesit take before a sales person initiates contact? 1-2 minute upon entry and if they see you Are the salespeople using the store products? Not really due to the natuere of the product Does the salesperson have a script to follow with each customer? no Do the salespeople have a uniform? yes Does the salesperson treat different customers differently? no Do the salespeople match the stores image? Yes, gamers for gamers What is the ratio of salespeople to customers? 1:10 What age and gender are the employees? Male 20-30
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    Products What is thefirst product that you notice? Games, game merchanidise, sale items/used items deals What products are at eye level? Game content/ merchandise figures, accessories Is there a central display table with featured products? Yes towards the center What items in the store are in the least accessible locations? -older obsolete items/games Where are items that are “for sale” located in the store? -back areas away from the main entrance with tags Where are the most and least expensive products located? -behind the checkout counter, for instance game consoles How are the products arranged? By function? By price? By color? -by manufacturer, genre, title Are the prices of the products easy to find? -yes Are there free samples or demonstrations? -yes you can try products sometimes Are there impulse items near the cash register? Snacks and candy, accessories
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    Customers Are most customersalone or with someone else? What is the relationship? Do most customers appear to be on a mission or are they browsing? 60% browsing but on a mission for a specific category What is the average age and gender of the customers? What percent of customers purchase products in the store? When a customer enters the store, do they tend to walk in the same path or direction? Straight in and forwards towards back in a pattern Do the salespeople match the stores image? How long do customers stay in the store, on average? Do customer touch the products? Is this encouraged? Yes to read descriptions or check condition/quality
  • 46.
    Store #6 AcademySports ● State the intended goal
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    Before You EnterThe Store Does the Store Draw you in? Yes, large displays of products Is the door open or closed? closed How does this make you feel? Neutral still interested How big is the sign lettering and in what font? Big letters and normal bold font What does this tell you about the store? Professional, practial
  • 49.
    Environment What is thecolor scheme of the store? How does this affect you? Red and blue, different from other stores What is causing the noise? Kids and families talking What type of floor does the store have? How does this affect the environment? Vinly refelcts light well Is there music playing? If so, does it fit the environment? No music identififed How high is the ceiling? How does this feel? 50-60 feet very spacious Is the store warm or cold? Mild, good balance How brightly lit is the store? How does this affect you? Very well lit but not to much Is the store crowded with merchandise or is it spare? Crowded with merchandise to entice customers How loud is the environment? Not loud Does the store have a distinctive smell? Sports areas smell like equipment
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    Environment Where is thecash register located? Front near exit How visible is the store security? Not visible besides greeter How long do you want to stay in this store? 45 minutes Does the environment influence the perceived value of the merchandise? Yes a great perception of high quality products and experiences
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    Personnel How long doesit take before a sales person initiates contact? 15 minutes Are the salespeople using the store products? Potentially clothing, and other wears Does the salesperson have a script to follow with each customer? no Do the salespeople have a uniform? Yes Does the salesperson treat different customers differently? No Do the salespeople match the stores image? Yes open, personable, relatable What is the ratio of salespeople to customers? 1:10 What age and gender are the employees? Male -20
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    Products What is thefirst product that you notice? Fitness gear, sports gear, sales, workout clothing What products are at eye level? Product displays Is there a central display table with featured products? Center with featured signs What items in the store are in the least accessible locations? -older obsolete not best sellers Where are items that are “for sale” located in the store? Central as well as other select areas Where are the most and least expensive products located? -behind specific sports counters on display cases relevant to the category ie camping, golf, weights How are the products arranged? By function? By price? By color? -by category, brand, style Are the prices of the products easy to find? -yes Are there free samples or demonstrations? -yes you can try products on or interact to see how they are Are there impulse items near the cash register? Snacks and candy, accessories, drinks , glasses outdoors accessories
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    Customers Are most customersalone or with someone else? What is the relationship? With someone. Mostly a perceived partner or family Do most customers appear to be on a mission or are they browsing? Browsing but in a specific category mostly What is the average age and gender of the customers? 30 male What percent of customers purchase products in the store? 40% When a customer enters the store, do they tend to walk in the same path or direction? Enter from left and go clockwise How long do customers stay in the store, on average? 30 mins Do customer touch the products? Is this encouraged? Yes customers pick up products to feel or test quality