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Observation lab
- 1. Observation Lab By: Kimberly Gearhart
- 2. Dick’s Sporting Goods Before you enter the store: Does the store draw you in? If so, how? The store does draw me in, not because of the appearance but because I know what’s inside the store and I enjoy buying products from here. Environment: How high is the ceiling? How does this feel? Extremely high vaulted ceilings. Makes the store feel very large and spacious. Personnel: How long does it take before a sales person initiates contact? I wasn’t greeted the whole time I was in this store. Products: What items in the store are in the least accessible locations? The products are all easily accessible except for the guns, those are kept in a glass case. Customers: What percent of customers purchase products in the store? 40-50% would pick up a product and walk towards the cashier line.
- 3. Bath & Body Works Before you enter the store: Does the store draw you in? If so, how? Yes, the aromas, atmosphere, colors and products all draw me into this store. Environment: What is the color scheme of the store? How does this affect you? The color scheme is very bright and colorful. Its very Christmassy and festive, many reds and greens are used. Personnel: How long does it take before a sales person initiates contact? Instantly. I was greeted twice, once when I walked in and once more as I moved further into the store. Products: Are there free samples or demonstrations? There aren’t free samples but you can test out the products. Customers: Do customers touch the products? Is this encouraged? Yes, the customers touch, smell and use the products. It is encouraged to increase sales.
- 4. Macy’sBefore you enter the store: How big is the sign lettering and in what font? Fairly large but in lower case lettering. Environment: Is there music playing? If so, does it fit the environment? Christmas music is playing and it fits the environment well because its decorated for Christmas. Personnel: What age and gender are the employees? The employees I saw were all older women who were in their 40’s-50’s. Products: What is the first product that you notice? There is a large perfume and makeup area as soon as you enter the store. Customers: Do most customers appear to be on a mission or are they browsing? Most customers seem to be browsing. They don’t look to be in a hurry at all.
- 5. Francesca’s Personnel: How long does it take before a sales person initiates contact? The whole time I was there the two young girls working didn’t even notice that I was in there. Products: What is the first product that you notice? A table at the front had small jewelry with earrings and necklaces. Customers: Are most customers alone or with someone else? What is the relationship? With someone, they look like they’re married or they’re with friends. Environment: What is the color scheme of the store? How does this affect you? This store was very pastel and soft. It felt very warm and cozy inside. It was very inviting. Before you enter the store: Is the door open or closed? The door is propped open with a clothing rack that says “SALE!”
- 6. Apple Before you enter the store: How big is the sign lettering and in what font? There isn’t any lettering at all. Just the apple logo. Environment: Is the store crowded with merchandise or is it sparse? Not at all. Its very open with little to no product out on the floor. Personnel: What is the ratio of salespeople to customers? I would say there was about one salesperson to each customer. About 8 people working and 8- 10 customers in the store. Products: How are the products arranged? By function? By price? By color? The are arranged by product type. Computers, mac books, iPhone, iPads and accessories. Customers: What is the average age and gender of the customers? It varies, there is a group of teenagers, a younger looking married couple and a few older people browsing alone.
- 7. Buckle Before you enter the store: Does the store draw you in? If so, how? Yes, from the outside looking in there is a lot going on. To me the store looks very inviting because of the colors and clothing. Environment: Where is the cash register located? At the very far back corner of the store. Personnel: Are the salespeople using the store products? Yes, the salespeople are wearing the clothing from the store. Products: Where are the most and least expensive products located? Least expensive- by the register. Most expensive- dispersed throughout the store. Customers: When a customer enters the store, do they tend to walk in the same path or direction? Every customer seems to be drawn to the very front jean table.
- 8. Other Observations: What types of things had you missed before? I really never focused my attention on what products each store had at the front of the store when you walk in. For example, at Dick’s there is a large table with all different kinds of broncos paraphernalia. When you look to your right in the same area when walking in there is a massive section dedicated to Broncos merchandise. It makes sense though because its football season and they want to capitalize on those items. Honestly, if I were out looking for sports gear Dick’s would be one of the first places I’d go. What were your biggest surprises? One of my biggest surprises was when I went into Francesca's. Not being acknowledged at all by any of the staff was rude. When I compare this store to Dick’s, where I also wasn’t greeted or talked to, it makes it more reasonable for Dick’s because that store is ten times the size and has two floors. After this experience I feel less likely to return to Francesca’s because of the customer service I received. Are there opportunities you never noticed before? Apple offers student discounts on MacBooks and iPads. I had never realized this and I think it’s a great marketing opportunity for the company. Offering high quality products to students at a discounted rate will drive in business and could potentially encourage individuals to go back to school. The discount is $200 off MacBooks and $20 off iPads.