Are you paying attention?By: Stephanie Vinson

Assignment

My assignment this week was to go to a shopping center and make observations of

what I found in each store.

Journey's

Journey's is a shoe store. It sells popular brands of shoes and it caters to a younger clientele. They also sell a small amount of apparel such as hats, belts and jewelry. Below are some examples of the type of shoes they sell. women's shoes uniform eco-friendly exclusives special occasion online only athletic skate boots casual sandals new canvas heels flats wedges

men's shoes exclusives eco-friendly uniform online only athletic skate boots casual dress sandals new

Before I entered

What initially drew me in was a set of sparkley shoes and the sale price of $49.99. There wasn't a door attached to the store and it was very inviting. The sign in the front of the store was contemporary and fun.

Enviornment

The color scheme was grey, kind of a street, urban theme. There were flat screen TV's, Hip Hop music in the background, and it was very informal.

Personnel

It took about five minutes for a salesperson to come up to me and ask whether I needed any assistance. He wasn't scripted at all, and said that if I needed anything just to ask. He was in his early to mid 20's, his look seem to fit in with the style of shoes that the store sold.

ProductsThe first thing that I noticed were the sparkley shoes as previously mentioned. They were on a display rack in the front of the store and they were on sale. The store isn't crowded with merchandise, the shoes are easily seen from a short distance and they're sorted by gender, brand and type of shoe. All the shoes are around the same price and I didn't notice a difference in the placement of the merchandise according to the price of the shoe.

Customers

I went on a Monday night, so there weren't very many customers to begin with. I did see about four customers, they were all men and they were browsing. Their weren't any purchases made.

GreatGlam.com

GreatGlam.com

What drew me to the store was that there were bar stools, laptops and counters visible from the front of the store. I was confused because it seemed like it was a internet cafe but it was a clothing store. The premise of the store is to have you log onto their website while at the store and choose which items of clothing you want to try on. The representatives then pull the clothes and you go into a fitting room.

Environment

The color scheme was pink, blue, and silver. It had high ceilings, chandeliers, hardwood floors and no visible doors. This store did not have an open floor plan like Journey's. There was club music on and it was a little loud. Overall I thought the store was very contemporary, feminine and different!

Personnel, Products and Customers

There were to young women, early 20's, in the back of the store. They weren't wearing the clothing of the store, but seemed to be wearing similar outfits, business casual. They never approached me.

The products weren't located on shelves, instead you needed to go onto their website to select the clothing, as previously mentioned.

There wasn't a single customer.

Body ShopStore didn't do anything spectacular to draw me in. The sign is blue and there was a sale sign in the front of the store.

Environment

The store is brightly lit and is crowded with merchandise in every nook and cranny. It has high ceilings with a white background. Smells like new clothes! The register is in the middle of the store and security is not visible. This store also has club music and is geared to females in their teens and early 20's.

Personnel and Customers

The sales people were busy restocking items and took little notice of me. There were other customers there that also received the same treatment. There were 2 sales people for every 10 customers. The sales people did seem to wear the same clothes that the store offered. The customers were females in their mid 20's.

Products

The first product that I noticed were the tank tops because they were on sale. It was VERY crowded with merchandise and in no particular order. The products were at eye level and the prices of the products were easy to find.

Macy's

There was a beautiful dress in the store front that drew me in. There weren't any visible doors and the store sign was large.

Enviornment

The store was white, from the walls, to the ceiling, down to the floors. The only thing that wasn't white was the red stars that hung from the ceiling. It was well lit and you there was elevator music playing in the background. I could stay in there for hours and be a happy camper.

Personnel and Customers

The sales people weren't scripted, they wore uniforms, and they greeted me immediately. The personnel was a mix of men and women, mostly women in the 30-40's.

The customers were mostly women and they were with their kids for the most part. The people that were well dressed appeared to get more attention than the individuals that were more casual.

Products

The products were arranged by gender, age, and size (clothing). The more expensive items were located towards the middle of the store and were encased under glass.

Kay Jewelers

My first impression was that it was simple, inviting, recognizable, clean and bright.

Environment

It was brightly lit, carpeted floors, pictures on the walls, a lot of banners with special deals, it had balloons and teddy bears as decor.

Personnel

The sales lady was very nice, came up to me within seconds of entering, she asked me if there was anything in particular I was looking for. There were two ladies working at the time and they were in their 30's-40's. They were business casual clothing.

Products

They had rings, necklaces, earrings, bracelets, pendants, chains, diamonds, birthstones and things of that nature. They were organized by occasion and also by brand. The prices varied and weren't organized by value.

Customers

The customers were mostly men in their early 30's. There were 2 salespeople to 4 customers. It seemed as though the men came in with their male friends.