TEM Observation Lab Module 5

1. Observation
Lab
T A Y L O R L U N D Q U I S T

2. Stores visited
Macy’s
01.
Tilly’s
02.
Urban Outfitters
03.
H&M
04.
Target
05.
Abercrombie & Fitch
06.

3. Macy’s
Couldn’t see a lot from the parking lot
entrance
The store is large so you could tell
there were a lot options inside
Before entering the Store:

4. Environment
Macy’s is a large department store
with two floors and brightly lit,
neutral colors
There was music, but it wasn't
very loud, overall was quiet
The store had a wide range of
merchandise and was fairly
crowded
Multiple cash registers on each
floor placed on different sides of
the store
The environment is a little
overwhelming because there is a
lot going on inside the store
You could spend a while in the
store with the wide range of
offerings they have
There were many different
salespersons at the counters
or walking around the store
I didn’t notice any initiating
contact unless approached
by customers
Ages seemed to be 30+
Attire was business casual or
professional and matched the
image of the store
Personnel

5. Products
The first product I noticed was
shoes
Products were sorted by
category, gender, and brand
They had display tables all over
the store for the different
products
Many of the items were on sale
throughout the store but did
have a specific section on the
top floor for an outlet
Prices ranged from around $15
to $200+
Most customers were with
someone else
Friends, parents, grandparents,
significant other
There are designated paths
throughout the store, so people
walked where they could and
needed to go
Many appeared to be just browsing
and would touch the products
which is needed in the store to
make purchasing decisions
Customers

6. Tilly’s
Doors were open and there was a large sign
above them
The signs and displays in the window draw
you in
The store appears very casual
Before you enter the store:

7. Environment
The store is lit but uses
darker colors that make it feel
more relaxed
Music is loud but fits the
environment
It is crowded with
merchandise but fairly easy
to look through
The store is fairly small so 10-
20 minutes is all you really
need
Cash registers were located
on the right side towards the
front of the store
Salespeople greeted you if they
saw walk through the door
Treated everyone the same and
were helpful with questions
They seemed to follow a script
when checking people out at the
register but would make
conversation and were friendly
They wore casual clothes that
matched the store's image and
used store products
Salespeople were 18 to early 20s
Personnel

8. Products
The first product I noticed was
clothes but they also had shoes
and accessories
The was a central display when
you first walked in the store and
in the windows
Product prices ranged from
about $10-100
Products were arranged by
category (clothes, shoes,
accessories) and brands but still
mixed together
Most of their accessories and
other small things were at the
register as impluse items
Most customers were alone
or with a significant other or
friend
Customers were 16-20s
Customers seemed to be in
the store for 15-20 minutes
They were either in the men's
section to the right or
women’s to the left but most
looked all over the store
Most were just browsing but
still purchased items and
would touch the clothes or
shoes
Customers

9. Urban Outfitters
There was a small sign on the side of
the door and a large sign above the
open doors
The openness of the store drew you
in as did the aesthetics
Before entering the store:

10. Environment
The store was brightly lit with
neutral colors
The store was very open, they had
a lot of merchandise but it was
placed so it didn't feel crowded
There was music but it wasn't loud
in the store and fit the environment
most of the noise was from people
talking
10 minutes was all that was really
needed to look
The cash registers were located on
the right in the middle of the store
Overall the store fit the aesthetic of
the brand
No salesperson initiated
contact most were walking
around the store or talking to
each other
Salespeople were in their 20s
They dressed casually and
most appeared to be wearing
clothes from the store to
match the image
Personnel

11. Products
The first product I noticed
was clothes
They also had accessories,
decor and home items
They had a rack for sale items
Products weren't arranged in
a specific way just by brand
Prices ranged from $15-80
They had impulse buys
around the register
Most customers were with a
significant other or friends
The average age was 16-20s
Many customers picked up
items to look at them
Customers were just
browsing and stayed 10-15
minutes, no one purchased
anything in the time I was in
the store
Customers seemed to walk to
whatever caught their eye
Customers

12. H&M
The store had multiple large
entrances and the doors were
open
They had a large sign in red above
the door and seeing all of their
products draws you in
Before entering the store:

13. Environment
The store has neutral colors and
well lit and overall very bright
The store is fairly big and extends
far with the cash registers located
towards the back of the store
There was music but it wasn't
very loud
It had a lot of merchandise and
was spread out for the most part
15-20 was a good time to stay in
the store
The store isn’t very expensive to
buy from and the environment
reflect that
No salesperson initiated
contact and there were only a
couple in the store
Salespeople were in their 20s
They dressed casually and in
more basic items which
could’ve been from the store
Most of their items are casual
or business casual so their
clothes match the store’s
image
Personnel

14. Products
The first items I noticed were the
clothes and they also had
accessories and shoes
There were a couple of racks on
the right side of the store that
were marked for sale
Some walls had clothes that were
harder to access
Products were grouped together
by if they were clothes, shoes, or
accessories
They had impulse buys lining the
line to the register
Most products were under $40
A lot of customers were alone
There was a wide age range
in the store
Customers would walk to
whatever caught their eye
first
Most customers would pick
up items and many seemed to
be browsing
About half of customers
would buy something from
the store
Customers seemed to stay at
least 10 minutes
Customers

15. Target
There are a couple of different
entrances and have large signs
The sign is red and shows a brighter
environment
The size of the store shows that it has
many different offerings
They also play music in the parking lot
which makes it feel more welcoming
Before entering the store:

16. Environment
Salespeople will greet people
at the door sometimes but
don’t initiate contact unless
checking out
They have a script at the
registers and seem to treat
people the same
They all wear red shirts for
the uniform which match the
company colors and store
image
They are all 20s or older
Personnel
The colors are mostly white with
red accents and it is brightly lit
Most of the noise is from people
moving around and talking, but
there is music
The store has a lot of merchandise
but it is well organized
Cash registers are located at the
front of the store
I stayed in the store for about 30
minutes
The store isn’t necessarily
expensive which shows but you can
spend a lot with the extensive
offerings

17. Products
The first product I noticed
was home decor
For sale items are marked
buy there really isn’t a
specific place except for
clothes which have a couple
of racks for clearance
Prices of the products are
located in front of the item on
the shelf for most items
Products are anywhere from
a couple of dollars to around
600 or more
They have impulse items like
snacks and drinks near the
register
Most customers are with
friends or family
Customers tend to walk to
what they’re looking for and
pick up or touch whatever
they are looking at
Most seem to be on a mission
to find something but still
browse
Almost all customers
purchase something from the
store as they are there for
something specific
Customers

18. Abercrombie & Fitch
There is a large sign in front of the store
The store is dimly lit so it draws you in
as well as the displays in the windows
There is one entrance with the doors
open
The aesthetics from the outside
indicate the experience they want you
to have
Before entering the store:

19. Environment
The store is dark and uses
neutral colors and the lighting
used puts a focus on the
clothes
The music is loud but matches
with the effect they are trying to
create
The store has a lot of
merchandise but is organized
Registers are in the middle of
the store
The organization and aesthetic
of the store help indicate that it
might be more expensive than
an average store
Salespeople would greet
some people but didn’t treat
customers differently
Salespeople seemed to be in
their 20s
Most appeared to wear
products from the brand or
similar and were dressed
casually
Salespeople matched the
store image as a casual and
lifestyle brand
Salespeople would follow a
script at the register
Personnel

20. Products
The first product I noticed was
clothes, they have displays in
the front and it is the first thing
to see when you walk in
There was a section near the
back that was labeled as items
on sale, there was also a sign at
the front for a sale on select
items
Products are grouped together
by the type of clothing and
accessories
Prices are around $20-90
They have small items available
as impulse buys around the
register
Most customers were with
someone, a friend, or a
significant other
Ages were teens to 20s
Customers stayed in the store
for 10 minutes or more
Customers were mostly
browsing and would pick up
items
Only a couple purchased
something from the store
Customers