1. PAYING ATTENTION

2. PAYING ATTENTION
EMMANUEL COFIE

4. I’m drawn into the store by knowing that what is
needed is there. Signage size and orientation to
highway, indicates the store is open to the
masses.

5. I’m drawn into the store by knowing that what is
needed is there. Signage size and orientation to
highway, indicates the store is open to the
masses.
Color scheme: Cream, White & Blue.
The interior is a large open-warehouse style,
however - well lit, with cream linoleum tiles.
Store is remains room temperature.

6. I’m drawn into the store by knowing that what is
needed is there. Signage size and orientation to
highway, indicates the store is open to the
masses.
Color scheme: Cream, White & Blue.
The interior is a large open-warehouse style,
however - well lit, with cream linoleum tiles.
Store is remains room temperature.
Has plenty merchandise. Product departments is
very visible from across the store via signage or
items.

7. I’m drawn into the store by knowing that what is
needed is there. Signage size and orientation to
highway, indicates the store is open to the
masses.
Color scheme: Cream, White & Blue.
The interior is a large open-warehouse style,
however - well lit, with cream linoleum tiles.
Store is remains room temperature.
Has plenty merchandise. Product departments is
very visible from across the store via signage or
items.
I commonly stay about an hour to get what I want and
browse for other items.
Environment tells me store is open to masses
and contains products affordable to them.

8. Sales people present but busy-Ratio 1:20.
- Uniform cheap T-Shirts; reflects store appeal
- Commonly female; ages 18-70.

9. Sales people present but busy-Ratio 1:20.
- Uniform cheap T-Shirts; reflects store appeal
- Commonly female; ages 18-70.
Produce stands; first thing I see. Most
attractive dpts. – Produce, womens clothing are in
front. Least needed/wanted item dpts. (eg. Tires) in
rear. Dozens of “IMPULSE” items are systematically
arranged around the LONG cash register lanes.

10. Sales people present but busy-Ratio 1:20.
- Uniform cheap T-Shirts; reflects store appeal
- Commonly female; ages 18-70.
Produce stands; first thing I see. Most
attractive dpts. – Produce, womens clothing are in
front. Least needed/wanted item dpts. (eg. Tires) in
rear. Dozens of “IMPULSE” items are systematically
arranged around the LONG cash register lanes.
Customers:
- in pairs, usually family.
- Age/gender varies
- Time in store – 20-30 minutes; usually to buy
specific items + other things they see.
- 95% buy

11. Opportunities:
1. Poor Uniforms: Offer the Store more presentable &
“Uniform” uniforms for their workers – e.g.
Compression shirts, wrinkle free pants, & zip
front cardigans/mock neck sweaters.
2. offer incentives for workers to get new uniforms
on a regular basis.
3. Offer higher priced “Impulse” items @ register.
Chocolate is offered for women, but what about the
men or the kids?

13. I’m drawn by plethora of products & convenience.
Small size store with good cursive signage and
prime location to attract many.
- Convenience indicates higher prices.
Basic colors – cream enhances well lite interior. 2
or 3 cash registers oriented near the door.
Security cameras in certain spots plus large
mirror in back.
Salespeople greet upon entrance, and ask offer help
throughout store; though scripted. Ratio 1:6.
- Male & female; young & old
- well dressed in uniform
Many products – NEWSPAPER and CANDY are most
noticeable; notice near register upon entrance.
Customers- come to grab a few items
- They spend a short time and most purchase.

14. Opportunities:
1. Offer same uniform options as Walmart.
2. Place a coffee kiosk or 3rd party vending machine
near the newspapers. Use name brand coffee such
Starbucks etc.

16. Similar to Walmart. Huge Signage and large
parking lot invites the masses.
Not as large, lower ceiling, cream interior with
red trim seems more inviting.
Modestly lit.
- I stayed longer than I expected (30min.)
Didn’t notice temperature, was busy focusing on
items.
Sales people were nice, but too busy to help.
Couldn’t tell how many there were. Most were
scattered, some congregated.

17. Opportunities:
1. Offer same uniform options as Walmart.
2. Use a greeter to greet patrons like Walmart; add
additional floor greeters throughout major points
in the store.
3. Add more impulse items (e.g. near the checkout
registers; which is actually near womens clothing.

19. Grocery store. Store has obscure exit
entrance in the center of store front. Two
entrances on the opposite side of the exit. Check
out is in front of the exit. Confusing but works.
Large warehouse feel – White interior looks clean
and clear. Naturally lit with “warehouse” type
lighting. Background music doesn’t take away from
experience.
Came for a few items but ended up browsing due to
the large selection of various unique items
Salesmen were courteous, well groomed.
- tended to be young males.
- Food samples were offered.

20. Customers come to buy, mostly, many browsed.
- Most stay for about 20 minutes if not
browsing, its due to lines @ registers.

21. Opportunities:
1. Create signage to direct patrons to browse toward
new, unique, and even poor selling items
throughout store. Offer recipes, and recipe
substitution tips.
2. Create an open air produce market outside the exit
to sell (especially rare) produce to exiting
patrons.

23. 2 Story Department store. Large easy to walk thru.
Lighting was adequate, except at the entrance. Signage
is extra large along highway.
Store was well laid out. Registers in front, with
women’s section afterwards. Wide open walk spaces,
escalator in center.
Nice and clean – told me items may be more expensive
than most clothing stores.
Typical clothing department store, many workers, but
never around when you need them.
I stayed long enough to find the right item, in the right
size. Most customers look, then move on. Many go into the
store and leave empty handed.
Salespeople were professionally dressed.
Products noticed were jeans & cookery .
Noted many “For Sale” signs throughout the store.

24. Opportunities:
1. Improve lighting at entrance.
2. Add a greeter at entrance to help direct patrons
and offer help towards deals.
3. Set up business to buy bargain items and sale to
needy families.

26. 2 Story Department store. Large easy to walk thru.
Lighting was adequate, except at the entrance. Signage
is not too large but adequate.
It has 3 street entrances and 1 indoor mall entrance.
Street (Main entrances) are on the main level with
women’s clothing near main parking. Men’s to the rear.
Registers located randomly throughout store.
Men’s section tended to have loud music.
I stayed long enough to find the right item, in the right
size. Most go into the store and leave empty handed.
Salespeople were professionally dressed.
Saleswomen tended to be more helpful than the men.
Noted many “For Sale” signs throughout
the store.

27. Opportunities:
1. Turn off loud rap music. It attracts some crowds,
turns off others.