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Observation lab 2

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Observation exercize, creativity class

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Observation lab 2

  1. 1. Observation LabIf I have ever made any valuable discoveries, it has been owing more to patient attention,than any other talent. Isaac Newton: (1642-1727)Jay MunroCostcoBefore you enter the store:Does the store draw you in? If so, how? It has a single entrance, with a lot of shopping carts in front of it. It doesn’t really draw youin. However, the bakery is exhausting their baking smells.Is the door open or closed?It’s open, with someone greeting and checking cards.How does this make you feel?How big is the sign lettering and in what font? Big, colorful, and San serifWhat does it tell you about the store? Variety, big.Environment:What is the color scheme of the store? How does this affect you? It’s basically gray, with a number of colored sections.What type of floor does the store have? How does this effect the environment? Cement, warehouse like’How high is the ceiling? How does this feel? 20-25’ Feels like a warehouseHow brightly lit is the store? How does this affect you? Well lit.How loud is the environment? There’s a din, but supprisingly not overly loudWhat is causing the noise? Carts, people walking around.Is there music playing? If so, does it fit the environment?
  2. 2. No, no music.Is the store warm or cold? Comfortable, maybe slightly warm, except in the cool rooms for vegetables and milkIs the store crowed with merchandise or is it sparse? Packed with merchandise. Stacked 2-3 levels up.Does the store have a distinctive smell? No, depends where in the store you are, you might smell different foods being sampled.Where is the cash register located? The front of the store.How visible is the store security?Not that visible, but lots of workers.How long do you want to stay in this store? As long as it takes to get my stuffDoes the environment influence the perceived value of the merchandise? yes, to a certain extent. Because it’s a warehouse store, you’re expecting good prices. Things there areall over the map, up to $20k jewelry, and cars.Personnel:How long does it take before a sales person initiates contact? Not really that kind of store.Does the salesperson have a script to follow with each customer? noDoes the salesperson treat different customers differently? N/aWhat is the ratio of salespeople to customers?What age and gender are the employees?all agesAre the salespeople using the store products?They are demonstrating the products.Do the salespeople have a uniform?Badges
  3. 3. Do the salespeople match the stores image?basically.Products:What is the first product that you notice? candyIs there a central display table with featured products? Many large displaysWhere are items that are “for sale” located in the store? All through the storeHow are the products arranged? By function? By price? By color? Usage, such as food, toys, books, dog food.Are there free samples or demonstrations? YesWhat products are at eye level? Most of the productsWhat items in the store are in the least accessible locations? Jewelry, some electronics, gift cardsWhere are the most and least expensive products located? around the storeAre the prices of the products easy to find? YesAre there impulse items near the cash register? noCustomers:Are most customers alone or with someone else? What is the relationship? couplesWhat is the average age and gender of the customers? all agesWhen a customer enters the store, do they tend to walk in the same path or direction? - yes
  4. 4. How long do customers stay in the store, on average? 40-60 minutesDo customer touch the products? Is this encouraged? in most cases, yesDo most customers appear to be on a mission or are they browsing? most seem to browseWhat percent of customers purchase products in the store? allOther Observations:This is a discount warehouse store. People go there to buy specific things, many leave with more thanthey had on their lists.
  5. 5. Fabrics Plus, AnacortesBefore you enter the store:Does the store draw you in? If so, how?Not especially, you have to know what it is (further than just wanting cloth)Is the door open or closed?- closedHow does this make you feel?Neither here nor there.How big is the sign lettering and in what font?Script font 18-24” highWhat does it tell you about the store?Not terribly creativeEnvironment:What is the color scheme of the store? How does this affect you?Dreary. Couldn’t tell colorWhat type of floor does the store have? How does this effect the environment?Tile floor, no real effect.How high is the ceiling? How does this feel?15’How brightly lit is the store? How does this affect you?Bright enough to see in most areas, encourages me too look.How loud is the environment?Not very loud.What is causing the noise?Talking.Is there music playing? If so, does it fit the environment?Faint music, not really thereIs the store warm or cold?
  6. 6. Warm tempIs the store crowded with merchandise or is it sparse?Crowded with merchandiseDoes the store have a distinctive smell?smells like fabricsWhere is the cash register located?Middle of the store on an islandHow visible is the store security?noneHow long do you want to stay in this store?If you’re just browsing, hoursDoes the environment influence the perceived value of the merchandise?yes, discount fabric.Personnel:How long does it take before a sales person initiates contact?Fairly quickly.Does the salesperson have a script to follow with each customer?noDoes the salesperson treat different customers differently?Didn’t observeWhat is the ratio of salespeople to customers?1:3, 1:4, changed as time went along.What age and gender are the employees?older (50+) womenAre the salespeople using the store products?not observed.Do the salespeople have a uniform?noDo the salespeople match the stores image?basically, They looked like customers with name tags.
  7. 7. Products:What is the first product that you notice?fabric.Is there a central display table with featured products?No, lots and lots of bolts of fabric, packed in tight, floor to above eye level.Where are items that are “for sale” located in the store?All over the store.How are the products arranged? By function? By price? By color?By design, by purpose.Are there free samples or demonstrations?No samples, no demosWhat products are at eye level?All products were eventually at eye level.What items in the store are in the least accessible locations?Higher shelves.Where are the most and least expensive products located?scattered all over the store.Are the prices of the products easy to find?yes.Are there impulse items near the cash register?Yes, for quilters (sewing knick knacks).Customers:Are most customers alone or with someone else? What is the relationship?with friendsWhat is the average age and gender of the customers?50+ womenWhen a customer enters the store, do they tend to walk in the same path or direction? -more or less,How long do customers stay in the store, on average?15 min – 2 hours
  8. 8. Do customer touch the products? Is this encouraged?Yes, touch everythingDo most customers appear to be on a mission or are they browsing?Both, some wanted specific things, others were looking for whatever.What percent of customers purchase products in the store?most.Other Observations:
  9. 9. Elisabeths Cottage by the seaAnacortes WABefore you enter the store:Does the store draw you in? If so, how?The windows had all kinds of interesting things in them. You would go into the store and there wereseveral stores under the same roof.Is the door open or closed?ClosedHow does this make you feel?No feelingHow big is the sign lettering and in what font?Stylized serif , about 18” high, blueWhat does it tell you about the store?Knick knacky. Sea going styleEnvironment:What is the color scheme of the store? How does this affect you?White and green.What type of floor does the store have? How does this effect the environment?tile to look like flag stones, wood look, plain black, fake parquetHow high is the ceiling? How does this feel?10 feet, a bit cluttered.How brightly lit is the store? How does this affect you?Bright but nice.
  10. 10. How loud is the environment?QuietWhat is causing the noise?Is there music playing? If so, does it fit the environment?soft rock (John barley corn must die was playing)Is the store warm or cold?Slightly warm.Is the store crowed with merchandise or is it sparse?Packed with merchandise.Does the store have a distinctive smell?Didn’t notice one overall.Where is the cash register located?In the bead jewelry section.How visible is the store security?In one sectionHow long do you want to stay in this store?15 minDoes the environment influence the perceived value of the merchandise?yes, upscale, lots of very cool stuff. Also a $1.5million carved piece of turquois.Personnel:How long does it take before a sales person initiates contact?Right awayDoes the salesperson have a script to follow with each customer?NoDoes the salesperson treat different customers differently?Didn’t observeWhat is the ratio of salespeople to customers?1 to as many customers.What age and gender are the employees?20 something femaleAre the salespeople using the store products?yes
  11. 11. Do the salespeople have a uniform?noDo the salespeople match the stores image?basicallyProducts:What is the first product that you notice?Turquoise jewelryIs there a central display table with featured products?Yes, with beads and charmsWhere are items that are “for sale” located in the store?All items are for saleHow are the products arranged? By function? By price? By color?color, functionAre there free samples or demonstrations?NoWhat products are at eye level?most productsWhat items in the store are in the least accessible locations?expensive stuff in cases.Where are the most and least expensive products located?Expensive stuff in cases, cheaper outAre the prices of the products easy to find?mostlyAre there impulse items near the cash register?noCustomers:Are most customers alone or with someone else? What is the relationship?I was only customer in storeWhat is the average age and gender of the customers?N/a observed, but I’d say all ages, and mostly female
  12. 12. When a customer enters the store, do they tend to walk in the same path or direction? -I’d have to guess.How long do customers stay in the store, on average?10 -15 minutesDo customer touch the products? Is this encouraged?some of the productsDo most customers appear to be on a mission or are they browsing?browsingWhat percent of customers purchase products in the store?Not observed. I didn’t buy.Other Observations:
  13. 13. Safeway Store Anacortes WABefore you enter the store:Does the store draw you in? If so, how?Some produce and all outside the storeIs the door open or closed?Closed, but automaticHow does this make you feel?welcomeHow big is the sign lettering and in what font?HUGE! StylizedWhat does it tell you about the store?IT’s a chain.Environment:What is the color scheme of the store? How does this affect you?Not really a color scheme, pastels mostlyWhat type of floor does the store have? How does this effect the environment?Tile, easier to keep clean, so that’s good.How high is the ceiling? How does this feel?20’ OpenHow brightly lit is the store? How does this affect you?Very bright.How loud is the environment?MediumWhat is causing the noise?carts, talking, muzak,Is there music playing? If so, does it fit the environment?Is the store warm or cold?depends on part, mostly warm, comfortableIs the store crowed with merchandise or is it sparse?crowded
  14. 14. Does the store have a distinctive smell?no, depends where you are.Where is the cash register located?Front of storeHow visible is the store security?lots of camerasHow long do you want to stay in this store?long enough to get what I needDoes the environment influence the perceived value of the merchandise?Not really influencedPersonnel:How long does it take before a sales person initiates contact?Never. You have to ask. However, when you go to the checkout, they ask if you found everything ok.Does the salesperson have a script to follow with each customer?NoDoes the salesperson treat different customers differently?NoWhat is the ratio of salespeople to customers?varies 1:20, 1:30 not sure.What age and gender are the employees?across the spectrum. Mostly women.Are the salespeople using the store products?N/ADo the salespeople have a uniform?yes, smock.Do the salespeople match the stores image?yes,Products:What is the first product that you notice?produce, mandarin oranges, then deli stuff.
  15. 15. Is there a central display table with featured products?Several, yes, all end caps feature products as well.Where are items that are “for sale” located in the store?everything is for sale.How are the products arranged? By function? By price? By color?functionAre there free samples or demonstrations?Occasionally free samples.What products are at eye level?brand names mostly .What items in the store are in the least accessible locations?most seemed accessible, top shelf sometimes hard to reach. Deli dept, stuff in cases, you need to getsomeone to help.Where are the most and least expensive products located?scattered. Meat and booze pretty priceyAre the prices of the products easy to find?Yes, most things are marked. Booze only has base price, not taxes (20-40% in this state)Are there impulse items near the cash register?Yes, lots of them.Customers:Are most customers alone or with someone else? What is the relationship?mothers with kids, couples, solosWhat is the average age and gender of the customers?across spectrum, mostly women during the day.When a customer enters the store, do they tend to walk in the same path or direction? -basically, depends on which end of the building. Several paths to takeHow long do customers stay in the store, on average?15-30 minutes.Do customer touch the products? Is this encouraged?Some products.Do most customers appear to be on a mission or are they browsing?
  16. 16. Both fairly equallyWhat percent of customers purchase products in the store?most if not all.Other Observations:

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