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)

Before you enter the store:

Does the store draw you in? Yes If so, how? The store presented a large well lit space with bright colored signs and graphics in the distance.

Is the door open or closed? Closed.

How does this make you feel? As if the contents are only for those that are interested enough to enter.

How big is the sign lettering and in what font? About 10’ across in a flowing rounded font.

What does it tell you about the store? They are confident in announcing their presence but not stiff and corporate or haute couture.

Environment:

What is the color scheme of the store? How does this affect you? Orange and white color scheme that give the store an open and warm

feeling.

What type of floor does the store have? How does this effect the environment? White tile floor reflect the overhead light making the entire space brighter.

How high is the ceiling? How does this feel? Ceilings are approximately 10’ giving a feeling of openness.

How brightly lit is the store? How does this affect you? The store is well lit and that made me feel welcome to walk in and explore.

How loud is the environment? The noise level from the PA system is lower than that of normal human conversation.

What is causing the noise? People (shoppers) talking to one another.

Is there music playing? If so, does it fit the environment? The background plays generic upbeat music that enhances the energy (feeling) created by the lighting and color scheme.

Is the store warm or cold? Warm.

Is the store crowed with merchandise or is it sparse? The shelves are crowed with merchandise.

Does the store have a distinctive smell? No.

Where is the cash register located? In the front of the store so they are the first and last things you pass when you go through the doors.

How visible is the store security? Other than cameras on the ceiling there was no visible security.

How long do you want to stay in this store? I wanted to get in and out with all due haste.

Does the environment influence the perceived value of the merchandise? No.

Personnel:

How long does it take before a sales person initiates contact? No contact was initiated.

Does the salesperson have a script to follow with each customer? No.

Does the salesperson treat different customers differently? Yes.

What is the ratio of salespeople to customers? Approximately 1:10.

What age and gender are the employees? Early to mid-twenties.

Are the salespeople using the store products? No.

Do the salespeople have a uniform? Yes.

Do the salespeople match the stores image? Yes.

Products:

What is the first product that you notice? The shoes on sale.

Is there a central display table with featured products? Yes.

Where are items that are “for sale” located in the store? They are located on the ends of each isle.

How are the products arranged? By function? By price? By color? Items are arranged by Gender and size.

Are there free samples or demonstrations? No.

What products are at eye level? The sale items are generally at eye level.

What items in the store are in the least accessible locations? The least popular items are not given prime placement.

Where are the most and least expensive products located? The more expensive items are near the ends of each isle and at eye level.

Are the prices of the products easy to find? Yes.

Are there impulse items near the cash register? Yes.

Customers:

Are most customers alone or with someone else? What is the relationship? Most shoppers were in pairs, parents and children, and couples.

What is the average age and gender of the customers? Customers were aged from 20’s to 40’s and mostly female.

When a customer enters the store, do they tend to walk in the same path or direction? Yes, to the right hand portion of the store past the

sale items.

How long do customers stay in the store, on average? 20-30 minutes.

Do customer touch the products? Is this encouraged? Yes on both accounts.

Do most customers appear to be on a mission or are they browsing? They appear to have a clear objective in mind.

What percent of customers purchase products in the store? Approximately 30% of shoppers actually make a purchase.

Other Observations: There was minimal engagement from the sales staff promoting the shoppers to serve themselves.The lack of any visible sales staff could be off putting to some potential customers and could result in lower overall sales.