1. Observation Lab:
Insights and Opportunities
Store #1
This is the product that caught my eye. Originally, I thought it was a pen but it turns out that it’s a bag
clip. The product was found in a mini area of the kitchen section. Thus, it would take quite an effort to
find the product as it was not placed in an open area. In general, most of the products are grouped by
functionality with price indicated either on the product themselves or nearby place. Also, there are
some impulsive buying things available by the cashier counter.

2. This is an example of the central display of the feature item. It is situated at the store’s walking path.

3. This is a sample shot of a section of the store #1. As you can see, the products are grouped by type.
Although, I personally find it quite crowded and some of the things are not related at all.

4. Store #2
Unlike Store #1, Store #2 has a more warmth feeling. Everything seems to flow from one section to
another and merchandise can be found using a computer system. The staffs (salesperson) are friendly
and managed to greet customers in a prompt manner if they see customer is looking for a particular
product.

5. Other view of the stocking of the products of store #2, notice the products are well organized and
grouped by type.

6. Store #3
Store #3 has made use a lot of racks to organize their products and they also like to display the products
fully (ie: completely laid out). However, I find it overwhelming from the time, especially if I need to find
a specific item inside the store. Again, the response times of the employee are within five minutes.

7. Store #4
Store #4 is more a self-serve store in which you knew what products you will be getting. As a result,
customer service is generally poor (either employee has no knowledge of the product and likely will not
ask customer if they need any assistance).Despite that, the store is very well organized (it label the
sections using signs).

8. Store #5
Store #5 is different in which it puts a lot of emphasis on presenting the products to the customer. This
is an example of which the products are related under the same concept (cuddles and coos) along with
the use of the color to unify the theme.

9. Store #6
Store #6 displays majority of their products by putting against the wall and only leave the ones that need
to be promoted nearby the walk path. This allows the customer to focus more the promotional items
while ensure them to view the rest of the merchandise without being overwhelmed by the types of
products.

10. Store #6 also makes use of a giant display to actively to promote certain products. Such display is show
prominently throughout the store. Perhaps one interesting fact is that they are right beside the fitting
room, which situated at the center of the store. Customer service is good (within a few minutes as the
salesperson are actively patrolling around the store) especially around the giant display area.