In Store Observations

The Bean Scene: Entrance• Big open windows• The door is closed -it’s raining today –

but it looks welcoming• Muted color scheme, warmly lit from

high ceilings. The only trouble is, those high ceilings make it echo

• There’s music playing, but it doesn’t suit the environment. They could improve this!

• It’s warm in here and smells like coffee – so welcoming

• It’s sparse with merch at the front• The cash register is to the right of the

door, and there’s no security• I’d much rather be in here today than

the office

The Bean Scene: Personnel

• The staff are super friendly and always go out of their way to greet you by name

• There’s no script, it’s all personable. Conversations feel natural and not forced.

• There are two girls in the café today, both in their 20s, neither wear uniform. They look right at home here

• I love the relaxed feel of this place

The Bean Scene: Products• The first thing I notice are the scones

in the featured display – they’re at my eye level

• There are broken cookies for sale by the till – ideal for impulse buys

• All food is displayed together, mugs are in a display by the door

• No free samples today• It’s not easy to find the prices of their

coffee• I don’t know what the cheapest item

here is• I like the brand’s personality – this

message for example on the brown paper bag for my cookie

The Bean Scene: Customers• I love the attention to detail

whether you’re staying or going – this coffee is to go and I’m about to put a lid on it. They treat all the customers with the same amount of care, and they all linger a little longer

• Most people are going places this morning, but there’s a steady stream, and most of them spend between $5-10

• Most customers are employees of nearby businesses: smartly dressed professionals in their mid 30s

Winners: Entrance

• There’s a big sign above the door – you can’t miss this place. Feels very American to me

• Doors are closed, but you can see right in• New serif font looks sleeker, more noticeable than the previous one.

They feel more professional compared to other business in this town

Winners: Environment• Color scheme – lots of white• Floor is shiny and clean• Ceilings are low and brightly lit, the store feels

big• Music is playing and it’s pop – trying to feel

modern• Store is warm, but not too warm• It’s jam-packed with merchandise, which feels

overwhelming• There’s no distinct smell in here• Cash registers are near the exit• No visible security• I could stay here for about 30 minutes, but I

only have 10• The busy environment doesn’t indicate the

merchandise is of high quality, plus there are lots of signs indicating there are bargains to be had. It makes me want to spend money, but I don’t feel like it’s really high-end fashion.

Winners: Personnel• There’s no sales person contact until I

get to the till• She does seem have a script to follow,

asking me if I found everything I wanted (I lie) and if I have a Winners card (I do, but not on me)

• The lady in front of me seems to have equal treatment

• There are only two sales people, and they’re both wearing red Winners aprons

• They’re both around 40 years old, I’m not sure what image the store is going for. Perhaps they’re the demographic? It’s hard to tell because the shoppers here are different ages.

Winners: Products• It’s raining, so I’m looking for an

umbrella, but I notice the winter coats first, then the beauty products.

• There’s a central display table with lots of pretty boxes, which makes you feel encouraged to pick them up and prices tell you how much you’re saving

• Most products are at eye level• I leave the store without an umbrella –

I only have 10 minutes of my lunch hour. I have no idea where they’re kept, it doesn’t seem like a logical location – by the door would be better

• I do impulse buy some soap, hooked in by the display

Winners: Customers• Most customers are alone, they

seem to have been there for a while already

• There’s no steady flow, people are browsing

• Everyone touches the products, leafing through racks of clothes, trying on shoes

• I’d say 70% of customers buy something here

• There are lots of season items ready for Halloween by the till, a good place for impulse party purchases

Post Office: Entrance

• I wouldn’t say this store draws me in, but I need to go in there

• The door is open, it should feel welcoming but it doesn’t

• The sign doesn’t really say ‘Post Office’ to me

• It’s a convenience store, you don’t really want to stay very long

Post Office: Environment• The color scheme is red and blue, it

says ‘efficiency’ to me. I hope this is going to be quick. I don’t want to be in here long.

• There’s no music, just people asking questions

• The displays are fairly crowded, it’s a small store and they’re trying to maximize on space

• The floor is the same for the whole of the Capri Mall, they’ve not done anything different with it

• It doesn’t have a distinct smell in here. • The cash register is right up front, with

no security

Post Office: Employees

• I have to wait in line until I’m seen

• The employee wears a blue shirt, I think it’s uniform, but I can’t be sure

• He feels right at home here, but he’s quite stern. This does seem to match the stores image

• He treats all customers the same, very direct and commanding

Post Office: Products

• The first thing I notice are the postcards, but there aren’t any greetings cards – I could use one

• No items for sale, no samples, and no opportunity for impulse buys – unless you need envelopes. Most people coming in already have that covered

• Most products are in one location

Post Office: Customers

• Customers are all alone, a mix of male and female and mostly middle aged

• When they walk in the store, they all go the same direction, joining the queue right away

• We’re all there for a short period of time – 10 minutes at most. Everyone is on a mission

• Everyone buys in store

Extra Foods: Entrance• Doesn’t look very inviting.

Doors are closed and you can’t see in straight away. It takes a while to actually get IN the store, you need to go down a small corridor first. It doesn’t feel very welcoming

• The sign is big and clear, the maple leaf indicates it’s a Canadian brand – maybe that means the produce is local?

Extra Foods: Environment• There are bright greens and white walls,

but there’s something about the low ceiling and dim lighting that makes the store feel less clean than other supermarkets. It could do with better lighting.

• There’s music playing, but it’s not too loud. It’s background noise. Could be improved.

• It’s full of products, all stacked on top of each other

• It’s not too hot or cold, feels about right• The store opens up into the mall, with

the cash registers at the other entrance. It’s an odd set up. I can’t see security.

• I don’t usually want to spend too long here, maybe 20 minutes

Extra Foods: Personnel• No one initiates contact until I

get to the till• They seem friendly enough, and

treat the customers the same. Could make a little extra effort

• They pack the food very quickly, not taking too much time to engage with the customer.

• The employees are all older ladies in their 40s. They have a uniform, but look fed up – a bit like the store. It would make a difference if they were more engaged.

Extra Foods: Products• There is TONS of toilet roll

for sale• Can’t find a central display

table• There are no free samples

left when I get there• Most items are accessible• The most expensive products

are in the beauty section• There are lots of magazines

by the cash register – ideal for impulse buys

Extra Foods: Customers• Customers are in there alone, or

with friends. They’re elderly and chat together.

• Customers tend to walk in the same direction – there’s a flow to the store.

• I’d say they stay on average 20 minutes, and there’s a lot of touching of products going on, testing for ripeness of vegetables and fruit

• Nearly all the customers are buying something. They’re not hurrying, they’re happy to make a connection with the staff.

Super Store: Entrance

• There’s a big sign out the front. The carpark is huge and full of cars.

• The doors are closed, but they’re automatic, so it’s not long before you’re inside. It’s welcoming.

• Outside there are bins of produce with deals before you go in – lots of pumpkins and squashes. They all look pretty good quality. I’m happy to go inside.

Super Store, West Kelowna• The color scheme is white, blue and red• The ceiling feels relatively high – it feels

spacious, like there’s a lot to explore• There’s music playing, but it’s not too

evasive• The store is not too hot, not too cold• It’s well spread out, displays are neat

and inviting• Cash registers are at the end of each

aisle• There is a security guard• I’m happy to stay for up to 30 minutes• The environment makes me feel like I’m

getting value for my money – and the clean feel makes me trust the quality of the produce

Super Store: Personnel• While browsing, a young man

asks me if I need something• At the till I’m asked if I want the

‘deal of the week’ and how many bags I want

• All customers are treated the same

• There are a lot more customers than salespeople – 4 to 1

• The staff have a bright uniform and are approachable, in line with the store’s image

Super Store: Products• The first thing I notice is the

offer of the week – a cleaning product

• There’s a row of featured products as you enter, for sale

• The products are grouped together by function and color

• I find some of the signs misleading – Speciality Cheese for example houses Mini Baby Bells and Laughing Cow – hardly ‘special’

• More expensive items are at eye level

Super Store: Customers• Customers tend to go with

family members, they’re chatting as they shop

• There’s a real mixture of ages here

• Most customers tend to go straight into the store, starting at the vegetables

• Touching the products seems completely natural

• Most people are taking it easy – no one’s in a hurry

• All customers buy something before they leave

Valoroso: Entrance• The door is shut, but there’s

music playing out front. It’s opera, not something you hear everywhere, so tells me that the store is genuinely Italian

• There’s a big sign (out of shot) in the same colors as the Italian flag

• There’s a flow set up, but the first door I walk past is the exit, not the entrance. I feel like I’m being forced in a certain way

Valoroso: Environment• It’s clean with average ceilings, good

lighting, and polished floors. It makes it feel clean, and I’m happy to shop here.

• There is music playing in one room, and the food network in another – it feels like these people are passionate about Italy and food.

• It’s a little chilly in here today. • It’s packed with merchandise – it all looks

fantastic• It has a distinctive smell of good food• The cash register is in the second room, by

the exit• There’s no visible security system• I wish I could stay longer, maybe 30 minutes

to an hour• The environment makes the quality seem

high

Valoroso: Personnel• Staff initiate contact as soon as you

get to the deli counter• They don’t have a script, but they’re

happy to describe food in lots of detail

• You can tell that some customers are regular, they get a bit of extra attention

• There are about 3 customers to every employee

• Employees are mixed, 30 somethings and older

• They all wear aprons • Not all are Italian, but they’re all

passionate about food – it works!

Valoroso: Products• The aisles of pasta• There’s a central table with cheese,

bread and oil to sample. They’re fantastic.

• Lots of food at eye level – mostly ready-made tapas style.

• Lesser known ingredients are in least accessible locations – takes me a while to find polenta

• Prices are easy to find, but the expensive is mixed with the inexpensive

• Chocolates and croissants – marked down are by the counter

Valoroso: Customers

• Customers are together, they mostly seem friends

• The average age is 30 + • They stay on average

20-30 minutes• They’re either there to

shop, or buy lunch• Absolutely no one

leaves empty handed