My  name  is  Caroline  Smith.  Below  I  have  written  observations  of  six  stores  I  visited  (four  in  Brooklyn,  two  in  Washington,  D.C.).  After  each  store,  I  include  insights  and  hidden  opportunities.    Store  1:  Lion  in  the  Sun  of  Park  Slope  232  7th  Avenue  Brooklyn,  NY  11215�    

   Before  you  enter  the  store:  Does  the  store  draw  you  in?  If  so,  how?  Yes.  There  was  a  colourful  window  display  that  had  cards  arranged  by  colour.  Is  the  door  open  or  closed?  The  door  was  closed.  How  does  this  make  you  feel?  I  don’t  mind  either  way.  How  big  is  the  sign  lettering  and  in  what  font?  The  store  had  two  awnings.  The  name  filled  one  whole  awning  and  another  had  the  the  letters  “LS”  in  beautiful,  calligraphic  font.  

What  does  it  tell  you  about  the  store?  It  gave  me  the  impression  that  this  was  a  high-­‐end  stationery  store.    Environment:  What  is  the  color  scheme  of  the  store?  How  does  this  affect  you?  The  colours  were  brown,  the  wall  was  painted  a  warm  orange.  It  made  me  feel  calm  and  cozy.  What  type  of  floor  does  the  store  have?  How  does  this  affect  the  environment?  There  were  hardwood  floors  that  contributed  to  the  warm,  clean  vibe.  How  high  is  the  ceiling?  How  does  this  feel?  The  ceiling  was  regularly  sized.  I  had  no  opinion  either  way.  How  brightly  lit  is  the  store?  How  does  this  affect  you?  The  store  was  medium  lit.  This  contributed  to  the  warm  vibe.  How  loud  is  the  environment?  The  store  was  quiet.  What  is  causing  the  noise?  A  sound  system  was  playing  music.  Is  there  music  playing?  If  so,  does  it  fit  the  environment?  An  Adele  song  played  when  I  was  there.  This  was  fine,  but  I  think  twee  or  folk  music  would  have  been  more  fitting.  Is  the  store  warm  or  cold?  The  store  was  warm.  Is  the  store  crowded  with  merchandise  or  is  it  sparse?  The  store  was  full  of  merchandise,  but  not  overly  crowded.  There  were  numerous  turning  display  card  cases  and  shelves  and  racks,  but  there  was  still  floor  space  to  walk.  Does  the  store  have  a  distinctive  smell?  There  was  a  paper  smell.  Where  is  the  cash  register  located?  The  cash  register  was  located  in  the  middle  on  the  left  side  wall.  How  visible  is  the  store  security?  There  was  a  security  camera  above  the  entrance.  It  was  not  overly  visible.  How  long  do  you  want  to  stay  in  this  store?  15-­‐20  minutes.  Does  the  environment  influence  the  perceived  value  of  the  merchandise?  Yes.  

 Personnel:  How  long  does  it  take  before  a  sales  person  initiates  contact?  There  was  one  man  sitting  in  the  middle  of  the  store  looking  down.  When  we  made  our  way  toward  the  middle  of  the  store,  he  greeted  us  and  asked  if  we  needed  any  help.  When  I  went  to  the  store  a  different  day,  there  were  three  people  working  and  a  woman  greeted  me  and  asked  if  I  needed  help  almost  immediately.  Does  the  salesperson  have  a  script  to  follow  with  each  customer?  No.  Does  the  salesperson  treat  different  customers  differently?  No.  What  is  the  ratio  of  salespeople  to  customers?  1:4  What  age  and  gender  are  the  employees?  There  was  a  man  and  a  woman  who  were  middle-­‐aged.    Are  the  salespeople  using  the  store  products?  No.  Do  the  salespeople  have  a  uniform?  No.  Do  the  salespeople  match  the  stores  image?  Yes.  

 

 

 Products:  What  is  the  first  product  that  you  notice?  I  first  noticed  the  displays  of  cards.  Is  there  a  central  display  table  with  featured  products?  Yes.  This  displayed  bags.  Where  are  items  that  are  “for  sale”  located  in  the  store?  They  are  located  on  the  walls  of  the  store  and  in  one  enclave  near  the  front.  How  are  the  products  arranged?  By  function?    By  price?  By  color?  They  are  arranged  by  function  (cards,  paper,  gifts)  and  theme  (birthday,  etc)  and  colour.  Are  there  free  samples  or  demonstrations?  No.  What  products  are  at  eye  level?  Most  of  the  merchandise  was  at  eye  level.  What  items  in  the  store  are  in  the  least  accessible  locations?  Sheets  of  printed  paper  and  a  selection  of  different  ribbons  were  located  behind  the  cash  register/counter  and  therefore  less  accessible.  Where  are  the  most  and  least  expensive  products  located?  The  merchandise  was  similarly  priced  and  located  all  throughout  the  store.  I  assume  the  custom  stationary  would  be  the  most  expensive,  and  that  had  its  own  section  in  the  back  left  corner  of  the  store.  There  were  tables  set  out  in  that  area  for  people  to  mix  and  match  colours  and  styles  and  create  their  own  stationary.  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?  Customers  tended  to  come  in  by  themselves.  What  is  the  average  age  and  gender  of  the  customers?  Female;  age  range  from  mid  20s  to  40s.  When  a  customer  enters  the  store,  do  they  tend  to  walk  in  the  same  path  or  direction?              No.  They  could  either  walk  into  the  store  or  into  the  enclave  to  the  front  

right.  How  long  do  customers  stay  in  the  store,  on  average?  15-­‐20  minutes  Does  the  customer  touch  the  products?  Is  this  encouraged?  Yes,  they  picked  up  cards  to  read.  Yes.  Do  most  customers  appear  to  be  on  a  mission  or  are  they  browsing?  Many  seemed  to  be  just  browsing.  What  percent  of  customers  purchase  products  in  the  store?  About  40-­‐50%.      Other  Observations:    The  store  offered  specialty  stationary  in  addition  to  high-­‐end  cards.  As  such,  I  feel  like  the  people  who  shop  there  are  more  inclined  to  purchase  something  since  it  is  so  specialized.    Insights/Hidden  Opportunities:      The  store  advertises  itself  as  offering  custom  invitations,  fine  stationary,  cards  and  gifts.  However,  I  thought  the  weakest  merchandise  was  the  gifts.  It  made  no  sense  to  me  why  the  display  table  had  bags!  There  didn’t  seem  to  be  as  clear  of  a  target  audience  for  the  gifts  as  for  the  stationary.  I  think  the  store  could  focus  on  more  paper  goods  and  be  more  creative  with  how  they  display  them  as  well  (perhaps  using  paper  to  construct  a  tree  and  then  “hang”  Christmas  cards  as  ornaments).    Store  2:  Eric  on  Seventh  202  7th  Avenue  Brooklyn,  NY  11215    

   

   Before  you  enter  the  store:  Does  the  store  draw  you  in?  If  so,  how?  Yes.  There  was  a  handsome  window  display  of  shoes  and  a  vintage  typewriter.  Is  the  door  open  or  closed?  The  door  was  closed.  How  does  this  make  you  feel?  I  don’t  mind  either  way.  How  big  is  the  sign  lettering  and  in  what  font?  The  store  had  a  big  front  window  and  blue  awning  with  the  name  prominently  displayed  on  the  awning  in  thin  type.  What  does  it  tell  you  about  the  store?  The  display  and  the  font  gave  me  the  impression  that  this  was  a  high-­‐end  shoe  store.    

   Environment:  What  is  the  color  scheme  of  the  store?  How  does  this  affect  you?  Black  leather,  brown.  It  made  me  feel  like  I  was  in  an  upscale  refined  setting.  What  type  of  floor  does  the  store  have?  How  does  this  affect  the  environment?  There  was  a  light  hardwood  floor,  which  lent  to  the  bright,  clean,  upscale  vibe.  How  high  is  the  ceiling?  How  does  this  feel?  The  ceiling  was  regularly  sized.  It  didn’t  cause  me  to  feel  anything  either  way.  How  brightly  lit  is  the  store?  How  does  this  affect  you?  It  was  brightly  lit,  which  made  me  feel  fresh  and  awake  (not  to  mention  the  lights  were  inside  flower  lamp  shades).  How  loud  is  the  environment?  Not  very  loud.  What  is  causing  the  noise?  Customers  speaking  caused  the  loudest  noise.  

Is  there  music  playing?  If  so,  does  it  fit  the  environment?  There  was  a  sound  system  playing  a  classical  music  radio  station.  It  fit  the  vibe.  Is  the  store  warm  or  cold?  I  think  the  store  felt  warm  specifically  because  of  the  black  leather  benches.  Is  the  store  crowded  with  merchandise  or  is  it  sparse?  The  store  was  full  of  merchandise,  but  not  overly  crowded.  There  were  luxurious  black  leather  benches  in  the  middle,  but  the  rest  of  the  floor  space  was  open.  Does  the  store  have  a  distinctive  smell?  Yes!  Amazing  leather!  Where  is  the  cash  register  located?  The  cash  register  was  located  in  the  back  left  corner.  How  visible  is  the  store  security?  It  was  not  visible.  How  long  do  you  want  to  stay  in  this  store?  30  minutes  Does  the  environment  influence  the  perceived  value  of  the  merchandise?  Absolutely.    Personnel:  How  long  does  it  take  before  a  sales  person  initiates  contact?  There  were  two  salespeople  who  were  talking  to  other  customers  so  it  took  a  while.  Does  the  salesperson  have  a  script  to  follow  with  each  customer?  No.  Does  the  salesperson  treat  different  customers  differently?  No.  What  is  the  ratio  of  salespeople  to  customers?  1:6  What  age  and  gender  are  the  employees?  Middle-­‐aged  man  and  woman.  Are  the  salespeople  using  the  store  products?  Yes.  Do  the  salespeople  have  a  uniform?  No.  Do  the  salespeople  match  the  stores  image?  

Yes.    Products:  What  is  the  first  product  that  you  notice?  Boots.  Is  there  a  central  display  table  with  featured  products?  No.  Where  are  items  that  are  “for  sale”  located  in  the  store?  All  of  the  shoes  were  on  shelves  along  the  walls.  How  are  the  products  arranged?  By  function?    By  price?  By  color?  The  shoes  were  arranged  by  type.  Are  there  free  samples  or  demonstrations?  No.  What  products  are  at  eye  level?  The  most  expensive  shoes  were  at  eye  level.  What  items  in  the  store  are  in  the  least  accessible  locations?  I  didn’t  feel  like  there  were  any  items  that  were  not  accessible.  Where  are  the  most  and  least  expensive  products  located?  The  most  expensive  shoes  were  along  the  wall  at  eye-­‐level.  The  least  expensive  were  closer  to  the  floor  and  at  the  back  of  the  store.  Are  the  prices  of  the  products  easy  to  find?  Yes.  Are  there  impulse  items  near  the  cash  register?  No.    Customers:  Are  most  customers  alone  or  with  someone  else?  What  is  the  relationship?  When  I  was  there,  most  customers  came  with  someone  else;  a  friend,  significant  other.  What  is  the  average  age  and  gender  of  the  customers?  The  genders  were  a  mix  and  the  ages  were  mid  30s.  When  a  customer  enters  the  store,  do  they  tend  to  walk  in  the  same  path  or  direction?  Yes.  There  is  really  only  one  direction  to  go  since  it’s  small.    How  long  do  customers  stay  in  the  store,  on  average?  30+  minutes.  Do  customer  touch  the  products?  Is  this  encouraged?  Yes  and  yes.  

Do  most  customers  appear  to  be  on  a  mission  or  are  they  browsing?  When  I  was  there,  they  seemed  to  browse.  What  percent  of  customers  purchase  products  in  the  store?  I’d  estimate  about  30-­‐40%.    Other  Observations:    The  aesthetic  was  sophisticated,  clean.  It’s  a  striking  difference  from  a  shoe  store  like  Payless,  where  the  shoes  are  in  boxes  from  floor  to  ceiling.  In  fact,  I  didn’t  see  a  single  shoebox  in  sight!    Insights/Hidden  Opportunities:    The  store  had  a  very  strong  vision  for  what  it  was  and  who  its  target  audience  was.  Their  merchandise  was  not  that  varied,  but  if  you  were  in  the  market  for  a  fine  pair  of  boots  or  shoes,  there  was  no  better  place.  I  think  this  is  very  savvy  and,  if  successful,  I  think  the  owners  could  open  up  a  different  store  focusing  on  different  styles  of  shoes  (but  limiting  that  style  selection  as  well).    Store  3:  Norman  &  Jules  158  7th  Avenue  Brooklyn,  NY    

   Before  you  enter  the  store:  Does  the  store  draw  you  in?  If  so,  how?  Yes,  there  was  a  fun  window  display  and  the  door  was  open.  Is  the  door  open  or  closed?  The  door  was  open.  How  does  this  make  you  feel?  It  felt  welcoming.  How  big  is  the  sign  lettering  and  in  what  font?  There  was  a  cute  sign  with  side  profiles  of  a  boy  and  girl.  The  name  of  the  store  (and  when  it  was  established)  was  also  above  the  store  in  clean,  serif  font.  

 What  does  it  tell  you  about  the  store?  It  gave  the  vibe  of  being  high-­‐end  and  slightly  vintage.      

   Environment:  What  is  the  color  scheme  of  the  store?  How  does  this  affect  you?  White  and  exposed  brick.  I  feel  like  it  gave  a  clean  and  stylish  vibe.  What  type  of  floor  does  the  store  have?  How  does  this  effect  the  

environment?  The  store  had  a  grey  tile  floor.  How  high  is  the  ceiling?  How  does  this  feel?  The  ceiling  was  regularly  sized.  I  had  no  opinion  either  way.  How  brightly  lit  is  the  store?  How  does  this  affect  you?  The  store  was  bright.  Coupled  with  the  fun  merchandise,  it  made  me  feel  energetic  and  happy.  How  loud  is  the  environment?  The  noise  level  depended  on  how  many  people/kids  were  in  the  store.  What  is  causing  the  noise?  People  were  the  source  of  the  noise.  Is  there  music  playing?  If  so,  does  it  fit  the  environment?  No.  Is  the  store  warm  or  cold?  I  felt  like  the  store  was  cold,  but  perhaps  it  was  because  I  was  comparing  it  to  loud,  ostentatious  stores  like  Toys  R  Us.  Is  the  store  crowed  with  merchandise  or  is  it  sparse?  The  store  was  full  of  merchandise,  but  not  overly  crowded.  There  was  still  floor  space  to  walk.  Does  the  store  have  a  distinctive  smell?  Yes,  there  was  definitely  a  manufactured  smell  (hints  of  cinnamon  maybe?)  Where  is  the  cash  register  located?  Toward  the  front  right  corner  near  the  entrance.  How  visible  is  the  store  security?  It  was  not  immediately  visible.  How  long  do  you  want  to  stay  in  this  store?  I  think  kids  would  want  to  spend  30-­‐35  minutes  at  least.  Does  the  environment  influence  the  perceived  value  of  the  merchandise?  Yes.      Personnel:    How  long  does  it  take  before  a  sales  person  initiates  contact?  The  salesman  was  busy  with  other  customers,  so  it  took  a  while  for  him  to  approach  me.  Does  the  salesperson  have  a  script  to  follow  with  each  customer?  No.  

Does  the  salesperson  treat  different  customers  differently?  Yes.  The  salesman  asked  what  I  was  doing  when  he  saw  me  completing  this  assignment  and  then  asked  me  to  leave.  What  is  the  ratio  of  salespeople  to  customers?  1:8  What  age  and  gender  are  the  employees?  There  was  one  man  who  appeared  to  be  in  his  30s.  When  I  went  back  on  a  different  day,  there  was  a  man  and  a  woman  who  both  appeared  to  be  in  their  30s.  Are  the  salespeople  using  the  store  products?  No.  Do  the  salespeople  have  a  uniform?  No.  Do  the  salespeople  match  the  stores  image?  As  I  imagine  the  customers  are  upper-­‐middle  class  young  parents,  I  do  believe  this  man  matched  the  image  of  the  clientele.      Products:    What  is  the  first  product  that  you  notice?  The  first  thing  I  saw  were  brightly  coloured  wooden  blocks  on  the  shelf.  Is  there  a  central  display  table  with  featured  products?  Yes.  Toward  the  back,  there  was  a  table  with  dollhouses  that  were  at  eye-­‐level  for  adults  and  there  was  a  table  with  a  wooden  train  set  that  was  at  eye-­‐level  for  kids.  Where  are  items  that  are  “for  sale”  located  in  the  store?  The  merchandise  was  located  on  walls  around  the  store  and  on  two  tables  in  the  middle.    How  are  the  products  arranged?  By  function?    By  price?  By  color?  Items  seemed  to  be  arranged  by  type  (ie  dolls  and  blocks  together).  Are  there  free  samples  or  demonstrations?  Yes.  Kids  could  play  with  the  wooden  train  set  in  the  back.  What  products  are  at  eye  level?  For  kids,  it  seemed  like  smaller  products  (products  they  could  pick  up)  were  at  eye-­‐level.  What  items  in  the  store  are  in  the  least  accessible  locations?  Items  that  were  big  or  took  up  space  were  on  the  top  shelves  and  required  assistance.  Where  are  the  most  and  least  expensive  products  located?  

I  felt  like  the  more  expensive  products  were  out  of  reach  of  the  kids.  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?  It  was  a  mix,  but  I’d  say  most  came  in  with  children.  What  is  the  average  age  and  gender  of  the  customers?  The  genders  were  mixed.  The  parents  seemed  to  be  in  their  30s  and  their  kids  appeared  to  be  toddlers,  around  5  years  old.  There  were  older  customers  too,  who  were  probably  grandparents.  When  a  customer  enters  the  store,  do  they  tend  to  walk  in  the  same  path  or  direction?  Yes.  There  is  really  only  one  direction  to  go  since  it’s  small.    How  long  do  customers  stay  in  the  store,  on  average?  I’d  say  they  spend  on  average  25-­‐30  minutes  in  the  store.  Do  customers  touch  the  products?  Is  this  encouraged?  Yes  and  yes.  Do  most  customers  appear  to  be  on  a  mission  or  are  they  browsing?  Most  seemed  to  be  browsing  with  their  children,  letting  their  children  choose  what  they  liked.  What  percent  of  customers  purchase  products  in  the  store?  I  imagine  30-­‐40%.    Other  Observations:    Although  the  atmosphere  was  definitely  more  subdued  and  quieter  and  less  inviting  than  a  Toys  R  Us,  this  fit  with  the  aesthetic  of  the  toys.  The  slightly  vintage  signage  contributed  to  a  sense  that  these  toys  were  “crafted”  instead  of  mass-­‐produced.  Almost  everything  was  made  out  of  cloth  or  wood  as  opposed  to  plastic.      Insights/Hidden  Opportunities:      

I  thought  their  placement  of  their  display  tables  in  the  back  was  brilliant.  It  allowed  kids  to  play  but  in  an  area  that  did  not  disrupt  traffic.  It’s  obviously  important  to  let  the  kids  interact  with  the  toy.  I  also  thought  the  placement  of  toys  at  a  kids  eye  level  was  well-­‐executed.  The  toys  were  easy  to  pick  up  and  hold  and  play  with.      Store  4:  Valley  Shepherd  211  7th  Avenue  Brooklyn,  NY  11215    

   Before  you  enter  the  store:  Does  the  store  draw  you  in?  If  so,  how?  Yes.  There  was  a  well-­‐decorated  window  display  and  a  chalkboard  

outside  that  spotlighted  some  of  their  products.  Is  the  door  open  or  closed?  The  door  was  open.  How  does  this  make  you  feel?  It  made  me  feel  welcome.  How  big  is  the  sign  lettering  and  in  what  font?  There  was  an  awning  over  the  entrance  and  the  name  took  up  the  whole  awning.  The  font  was  serif  and  had  a  quaint,  playfulness  to  it.  What  does  it  tell  you  about  the  store?  It  made  me  feel  like  I  was  entering  into  a  place  that  was  wholesome  and  cozy.      

   Environment:  What  is  the  color  scheme  of  the  store?  How  does  this  affect  you?  The  walls  were  painted  a  light  green  and  the  display  tables  and  floor  were  wooden.  This  contributed  to  my  sense  of  quaint  and  cozy.  What  type  of  floor  does  the  store  have?  How  does  this  effect  the  environment?  

The  floor  was  dark  hardwood.  It  made  it  feel  cozy.  How  high  is  the  ceiling?  How  does  this  feel?  The  ceiling  was  regularly  sized.  It  didn’t  cause  me  to  feel  anything  either  way.  How  brightly  lit  is  the  store?  How  does  this  affect  you?  The  store  was  brightly  lit.  It  made  me  feel  like  I  was  in  a  clean,  nice  environment.    How  loud  is  the  environment?  Not  too  loud.  What  is  causing  the  noise?  The  machines  that  kept  the  cheese  and  perishable  products  made  the  loudest  noise.  Is  there  music  playing?  If  so,  does  it  fit  the  environment?  There  was  music  and  it  was  fitting.  Is  the  store  warm  or  cold?  The  store  was  warm.  Is  the  store  crowed  with  merchandise  or  is  it  sparse?  The  store  was  full  of  merchandise,  but  not  overly  crowded.  There  was  still  floor  space  to  walk.  Does  the  store  have  a  distinctive  smell?  Yes,  it  smelled  like  cheese.  Where  is  the  cash  register  located?  The  register  was  located  in  the  back.  How  visible  is  the  store  security?  There  was  no  visible  security.  How  long  do  you  want  to  stay  in  this  store?  15-­‐20  minutes  Does  the  environment  influence  the  perceived  value  of  the  merchandise?  Yes.      Personnel:  How  long  does  it  take  before  a  sales  person  initiates  contact?  There  were  two  salespeople  located  in  the  back.  When  I  approached  them  they  said  hello  and  asked  if  I  needed  help.  Does  the  salesperson  have  a  script  to  follow  with  each  customer?  No,  unless  you  count  their  answers  to  where  different  cheeses  came  from.  Does  the  salesperson  treat  different  customers  differently?  

No.  What  is  the  ratio  of  salespeople  to  customers?  2:6  What  age  and  gender  are  the  employees?  They  were  a  man  and  woman  in  their  young  30s.  Are  the  salespeople  using  the  store  products?  Yes.  Do  the  salespeople  have  a  uniform?  They  wore  aprons.  Do  the  salespeople  match  the  stores  image?  Yes.    Products:  What  is  the  first  product  that  you  notice?  The  first  thing  I  noticed  was  the  display  table  with  chocolates.  Is  there  a  central  display  table  with  featured  products?  Yes.  Where  are  items  that  are  “for  sale”  located  in  the  store?  The  items  are  located  on  shelves  and  display  cases  around  the  perimeter.  How  are  the  products  arranged?  By  function?    By  price?  By  color?  They  are  arranged  by  type  (crackers,  sweets,  etc).  Are  there  free  samples  or  demonstrations?  Yes.  What  products  are  at  eye  level?  Everything.  What  items  in  the  store  are  in  the  least  accessible  locations?  The  expensive  cheeses  which  were  in  a  refrigerated  case  in  the  back.  Where  are  the  most  and  least  expensive  products  located?  The  expensive  cheeses  which  were  in  a  refrigerated  case  in  the  back.  Everything  else  had  similar  price  points.  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?  

There  was  a  mix  of  customers  who  came  in  by  themselves  and  who  came  in  with  their  kids.  What  is  the  average  age  and  gender  of  the  customers?  Late  20s  to  50s  When  a  customer  enters  the  store,  do  they  tend  to  walk  in  the  same  path  or  direction?    Yes.  There  is  really  only  one  direction  to  go  since  it’s  small.  How  long  do  customers  stay  in  the  store,  on  average?  15-­‐20  minutes  Do  customer  touch  the  products?  Is  this  encouraged?  Yes.  Do  most  customers  appear  to  be  on  a  mission  or  are  they  browsing?  Many  seemed  to  just  browse.  What  percent  of  customers  purchase  products  in  the  store?  40-­‐50%.    Other  Observations:    Insights/Hidden  Opportunities:    The  kind  employees  were  the  highlight.  However,  you  didn’t  get  to  interact  with  them  until  you  went  to  the  back  of  the  store.  They  handed  out  free  mulled  cider  and  cheese  when  you  went  back,  but  I  think  it  would  be  a  strategic  touch  to  put  some  out  on  a  display  table  for  people  to  try  as  soon  as  they  walk  in.  This  would  even  lend  to  its  cozy  feel.    Store  5:  Urban  Outfitters    

   Before  you  enter  the  store:  Does  the  store  draw  you  in?  If  so,  how?  Yes,  the  window  displays  were  amazing.  There  were  even  moving  objects.  Is  the  door  open  or  closed?  How  does  this  make  you  feel?  Open.  Welcome.  How  big  is  the  sign  lettering  and  in  what  font?  The  store  name  was  large.  The  font  was  sans  serif  with  some  of  the  letters  filled  in.  What  does  it  tell  you  about  the  store?  I  felt  everything  about  it  was  very  trendy  and  that  the  target  audience  was  definitely  in  their  20s-­‐30s.  

 

 

 Environment:  What  is  the  color  scheme  of  the  store?  How  does  this  affect  you?  Light  green  walls  and  light  wood.  It  gave  me  the  feeling  of  being  in  a  hip  place.  What  type  of  floor  does  the  store  have?  How  does  this  effect  the  environment?  The  floor  was  light  concrete.    How  high  is  the  ceiling?  How  does  this  feel?  The  ceiling  was  very  high.  It  made  me  feel  like  there  was  a  lot  I  needed  to  see  and  that  this  was  going  to  be  a  shopping  venture.  How  brightly  lit  is  the  store?  How  does  this  affect  you?  The  store  was  very  bright.  It  made  me  feel  energetic.  How  loud  is  the  environment?  Not  too  loud.  I  could  still  carry  on  a  conversation  if  I  wanted.  What  is  causing  the  noise?  Music  was  playing  loudly  over  a  sound  system.    Is  there  music  playing?  If  so,  does  it  fit  the  environment?  Yes  and  yes.  

Is  the  store  warm  or  cold?  Warm.  Is  the  store  crowed  with  merchandise  or  is  it  sparse?  The  store  was  crowded.  Even  though  you  could  walk  easily,  I  still  felt  like  my  senses  were  overloaded  a  bit.  Does  the  store  have  a  distinctive  smell?  The  store  smelled  of  wood  and  had  a  slight  cologne  scent.    Where  is  the  cash  register  located?  The  register  was  located  on  the  first  floor  in  the  middle  of  the  left  wall  toward  the  back.  How  visible  is  the  store  security?  There  were  alarms  at  the  entrance  to  catch  shoplifters.  How  long  do  you  want  to  stay  in  this  store?  30-­‐35  minutes  Does  the  environment  influence  the  perceived  value  of  the  merchandise?  There  is  a  big  price  range,  but  overall,  I  think  the  trendy  atmosphere  represents  the  trendy  (not  necessarily  high-­‐quality)  merchandise.          Personnel:    How  long  does  it  take  before  a  sales  person  initiates  contact?  I  was  greeted  by  a  man  at  the  entrance,  but  after  that  no  one  spoke  to  me  unless  I  approached  them.  Does  the  salesperson  have  a  script  to  follow  with  each  customer?  Other  than  the  greeter,  no.  Does  the  salesperson  treat  different  customers  differently?  No.  What  is  the  ratio  of  salespeople  to  customers?  6:6  when  I  was  there  at  a  slow  time.  What  age  and  gender  are  the  employees?  Male  and  female  in  their  20s.  Are  the  salespeople  using  the  store  products?  Yes.  Do  the  salespeople  have  a  uniform?  No,  Do  the  salespeople  match  the  stores  image?  Yes.    

Products:  What  is  the  first  product  that  you  notice?  There  were  many  displays  when  you  entered,  but  what  caught  my  eye  were  the  outfits  on  the  hanging  mannequins.  Is  there  a  central  display  table  with  featured  products?  Yes.  Where  are  items  that  are  “for  sale”  located  in  the  store?  All  throughout.  In  the  middle  of  the  floor,  on  the  walls.    How  are  the  products  arranged?  By  function?    By  price?  By  color?  They  seemed  to  be  arranged  by  aesthetic.  Cheap  objects  would  be  displayed  alongside  more  expensive  items.    Are  there  free  samples  or  demonstrations?  No.  What  products  are  at  eye  level?  Everything.  What  items  in  the  store  are  in  the  least  accessible  locations?  Nothing  was  really  inaccessible.  Where  are  the  most  and  least  expensive  products  located?  The  least  expensive  items  (like  socks)  would  be  on  their  own  display  stands.  Expensive  items  tended  to  be  displayed  prominently.  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  were  alone.  What  is  the  average  age  and  gender  of  the  customers?  Teens  to  early  30s  When  a  customer  enters  the  store,  do  they  tend  to  walk  in  the  same  path  or  direction?    No.    How  long  do  customers  stay  in  the  store,  on  average?  30-­‐45  minutes  Do  customers  touch  the  products?  Is  this  encouraged?  Yes.  

Do  most  customers  appear  to  be  on  a  mission  or  are  they  browsing?  Many  seemed  to  just  browse.  What  percent  of  customers  purchase  products  in  the  store?  20-­‐40%    Other  Observations:    Insights/Hidden  Opportunities:    I  can  tell  UO  has  researched  its  target  audience  very  well.  There  were  a  lot  of  items  that  weren’t  clothing  but  that  appealed  to  their  target  audience  simple  because  it  referenced  jokes  and  memes  and  cultural  aspects  the  target  follows.  I  think  the  store’s  weakest  link  were  the  apathetic  employees.  I  would  have  felt  a  lot  more  comfortable  about  shopping  and  looking  for  merchandise  had  I  not  gotten  the  feeling  I  was  “bothering”  someone.    Store  6:  Ann  Taylor  Loft    

 

 Before  you  enter  the  store:  Does  the  store  draw  you  in?  If  so,  how?  Personally,  I  didn’t  find  the  window  display  that  appealing,  but  this  is  the  kind  of  store  that  is  not  trying  to  target  me.    Is  the  door  open  or  closed?  How  does  this  make  you  feel?  The  door  was  closed.  I  had  no  opinion  either  way.  How  big  is  the  sign  lettering  and  in  what  font?  The  sing  was  big  and  the  font  was  skinny  and  sans  serif.  What  does  it  tell  you  about  the  store?  This  told  me  the  store  was  reasonably  expensive.    

   Environment:  What  is  the  color  scheme  of  the  store?  How  does  this  affect  you?  White.  What  type  of  floor  does  the  store  have?  How  does  this  effect  the  environment?  

It  had  white  tiles  and  dark  hardwood  along  the  sides.  How  high  is  the  ceiling?  How  does  this  feel?  The  ceiling  was  of  average  height.  I  did  not  have  an  opinion  either  way.  How  brightly  lit  is  the  store?  How  does  this  affect  you?  The  store  was  very  bright.  It  made  me  feel  like  I  was  in  a  clean  space.  How  loud  is  the  environment?  Not  too  loud.  There  was  some  music  playing.  What  is  causing  the  noise?  Music  was  playing  over  the  sound  system.  Is  there  music  playing?  If  so,  does  it  fit  the  environment?  Yes  and  well  enough.  Is  the  store  warm  or  cold?  Warm.  Is  the  store  crowed  with  merchandise  or  is  it  sparse?  The  store  had  a  lot  of  merchandise,  but  was  not  overwhelming.  Does  the  store  have  a  distinctive  smell?  No.  Where  is  the  cash  register  located?  In  the  middle  on  the  left  wall.  How  visible  is  the  store  security?  It  was  not  visible.  How  long  do  you  want  to  stay  in  this  store?  10-­‐15  minutes.  Does  the  environment  influence  the  perceived  value  of  the  merchandise?  I’d  say  some  of  the  items  seemed  higher  priced  than  the  environment  indicated.      Personnel:  How  long  does  it  take  before  a  sales  person  initiates  contact?  No  one  made  contact  with  me.  Does  the  salesperson  have  a  script  to  follow  with  each  customer?  No.  Does  the  salesperson  treat  different  customers  differently?  Yes.  I  was  not  dressed  like  their  regular  customer,  so  I  was  never  approached.  What  is  the  ratio  of  salespeople  to  customers?  3:6  What  age  and  gender  are  the  employees?  

All  female;  20s  to  30s.  Are  the  salespeople  using  the  store  products?  Yes.  Do  the  salespeople  have  a  uniform?  No.  Do  the  salespeople  match  the  stores  image?  Yes.    Products:  What  is  the  first  product  that  you  notice?  I  first  saw  a  table  of  camis  and  two  mannequins  modeling  outfits.  Is  there  a  central  display  table  with  featured  products?  Yes.  Where  are  items  that  are  “for  sale”  located  in  the  store?  Items  were  located  along  the  wall  and  on  display  tables.  How  are  the  products  arranged?  By  function?    By  price?  By  color?  The  products  seemed  arranged  by  outfit.  Are  there  free  samples  or  demonstrations?  No.  What  products  are  at  eye  level?  Everything.  What  items  in  the  store  are  in  the  least  accessible  locations?  Nothing  was  really  inaccessible.  Where  are  the  most  and  least  expensive  products  located?  Items  were  mixed.  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  were  alone.  What  is  the  average  age  and  gender  of  the  customers?  Mid  20s  to  50s  When  a  customer  enters  the  store,  do  they  tend  to  walk  in  the  same  path  or  direction?    No.    

How  long  do  customers  stay  in  the  store,  on  average?  25-­‐30  minutes  Do  customers  touch  the  products?  Is  this  encouraged?  Yes.  Do  most  customers  appear  to  be  on  a  mission  or  are  they  browsing?  Many  seemed  to  just  browse.    What  percent  of  customers  purchase  products  in  the  store?  20-­‐30%    Other  Observations:    Loft  was  the  first  store  I  entered  that  displayed  products  that  were  on  sale  versus  simply  displaying  products.  The  store  had  a  very  “department  store”  feel  and  no  real  personality.    Insights/Hidden  Opportunities:      I  know  the  target  audience  is  professional  working  woman,  but  I  think  they  could  make  the  atmosphere  more  fun.  Have  the  mannequins  talking  on  a  phone  or  making  coffee  or  chatting  to  each  other  around  the  water  cooler.  Make  me  imagine  myself  looking  glamorous  in  the  mundane.  If  your  price  points  are  going  to  be  this  high,  sell  me  an  image,  not  just  an  overpriced  blouse.  The  window  display  did  not  grab  my  attention  like  Urban  Outfitters  did,  but  I  think  they  know  their  target  audience  well  enough  to  construct  a  persona  and  sell  it.