1. Chapters
Question Chapters
Does the store draw you in? Yes, the prospect of knowledge and knowing I can take
as long as I need
Is the door open? Outside door to parking is closed, but is rich looking
wood and inviting, mall entrance is wide open
How big is the sign? Outside 1.5 meters high, inside 1 meter, heavy serif
What does it make you feel about Like you will literary material
the store?
How does this make you feel? Entrance is so big it is like a giant maw going to eat me
What is the colour scheme of the earth tones, but a giant red wall for magazines. (wanted
store? to avoid the red) wanted to stay in other areas
What types of flooring does this laminate
have?
How does flooring affect tiles seem so very cheap, laminate feels more inviting,
environment? and carpet gives a sense of home.
How high is the ceiling? 10 meters, felt too empty
How brightly lit is the store? Well lite, warm halogen lighting, was calm willing to stay
How loud was the store? moderate noise, enough to cover conversations 3
meters away
What is causing noise? music
Does music fit environment? Yes
Store warm or cold room temp
Is the store crowded with mostly sparse, crowded in toys
merchandize or sparse?
Does the store have a distinctive no smell, except near candles
smell?
Where is the cash register By the two entrances, several at the front and one at the
located? rear
How visible was store security? Several cameras hanging from ceiling and RFID gates
How long do you want to stay in Days. Culture of sitting down leafing through books with
the store? a warm drink makes you not want to leave.
Does the environment influence No, I think products and quality do.
the perceived value of
merchandise?
How long does it take before a no contact unless you seek it out.
sales person initiates contact?
Does a salesperson have a script No
to follow with each customer?
Page 1
2. Chapters
Does a salesperson treat different Yes, based on age, need.
customers differently?
What is the ration of salespeople 1:40
to customers?
What Age are employees? 20-50
What gender? Various
Are salespeople using the store no
products?
Do the salespeople have a yes, logo vests
uniform?
What is the first product you Novels
notice?
Where are the items that are “for all over
sale” in the store?
How are products arranged? By Genre, function
Are there free samples/demos? no
What products are at eye level? Tops selling books
What items are in the least toys
accessible locations?
Where are the most expensive At the back in an audio/video section
items located?
Where are the least expensive N/A
items located?
Are the prices easy to find? Yes, on back cover
Are there impulse items near yes, not grabbed often
cash?
Are most customers alone or with Yes, friends
someone else?
What is the average age of the 45
customer?
What is the average gender of female
the customer?
When a customer enters the No, people seek different genres
store, do they tend to walk the
same path/direction?
How long do people stay in the 60 minutes
store?
Do customers touch the yes
products?
Is this encouraged? yes
Are customers browsing or on a browsing
mission?
What percent of customers 10%
purchase products?
Page 2
3. Green Earth
Question Green Earth
Does the store draw you in? Not after the redesign. The store seems less cluttered
but less authentic
Is the door open? Mall entrance so wide open, but displays are by
entrance
How big is the sign? .75 meter high, sans serif, green
What does it make you feel about makes me feel like walking into a local pharmacy
the store?
How does this make you feel? Had room enough but was not going to disappear
What is the colour scheme of the earth tones, comfortable
store?
What types of flooring does this laminate
have?
How does flooring affect
environment?
How high is the ceiling? 5 meters, visual line at 3.5 meters and dark paint above
helped make it more cozy
How brightly lit is the store? Well lite, warm halogen lighting, was calm willing to stay
How loud was the store? moderate noise, enough to cover conversations 3
meters away
What is causing noise? music
Does music fit environment? Yes
Store warm or cold room temp
Is the store crowded with entrance was sparse, cabinets were packed tight
merchandize or sparse?
Does the store have a distinctive Smells like scented candles
smell?
Where is the cash register On a side wall midway through the store
located?
How visible was store security? none seen
How long do you want to stay in Long enough to see all of the cool trinkets and oddities.
the store? Even able to strike up interesting conversations with
staff. 20 minutes
Does the environment influence No, I think products and quality do.
the perceived value of
merchandise?
How long does it take before a 5 minutes
sales person initiates contact?
Does a salesperson have a script No
to follow with each customer?
Does a salesperson treat different No
customers differently?
What is the ration of salespeople 1:10
to customers?
What Age are employees? <25
What gender? Female
Are salespeople using the store no
products?
Page 3
4. Green Earth
Do the salespeople have a yes, all black
uniform?
What is the first product you Statues
notice?
Where are the items that are “for all over
sale” in the store?
How are products arranged? By customer interests, (knives and piercings together)
Are there free samples/demos? no
What products are at eye level? Larger items
What items are in the least posters
accessible locations?
Where are the most expensive In glass cases
items located?
Where are the least expensive In baskets on shelves
items located?
Are the prices easy to find? Yes, on stickers
Are there impulse items near yes, not grabbed often
cash?
Are most customers alone or with yes, friends
someone else?
What is the average age of the 30
customer?
What is the average gender of mixed
the customer?
When a customer enters the Yes, most travel counter clockwise
store, do they tend to walk the
same path/direction?
How long do people stay in the 20 minutes
store?
Do customers touch the yes
products?
Is this encouraged? yes
Are customers browsing or on a browsing
mission?
What percent of customers 10%
purchase products?
Page 4
5. Dollarama
Question Dollarama
Does the store draw you in? No
Is the door open? Mall entrance so wide open
How big is the sign? 1 meter high, very yellow and thick
What does it make you feel about Only after my money
the store?
How does this make you feel? Get in and get out quickly
What is the colour scheme of the Green and yellow. (money and gold) felt cheapened
store? somehow.
What types of flooring does this tile
have?
How does flooring affect
environment?
How high is the ceiling? 5 meters, felt very full, shelves were tall
How brightly lit is the store? Overly bright, dayglow florescent, wanted to leave
quickly
How loud was the store? moderate level of noise
What is causing noise? registers
Does music fit environment? N/A
Store warm or cold room temp
Is the store crowded with packed very tightly
merchandize or sparse?
Does the store have a distinctive Smells like plastic and rubber manufacturing
smell?
Where is the cash register 4 registers at the only entrance/exit
located?
How visible was store security? Several cameras hanging from ceiling and RFID gates
How long do you want to stay in Get in, pay and get out. 5 minutes to rush up and down
the store? isles.
Does the environment influence No, I think products and quality do.
the perceived value of
merchandise?
How long does it take before a no contact unless you seek it out.
sales person initiates contact?
Does a salesperson have a script No
to follow with each customer?
Does a salesperson treat different N/A
customers differently?
What is the ration of salespeople 1:20
to customers?
What Age are employees? 20-50
What gender? Female in front
Are salespeople using the store no
products?
Do the salespeople have a no
uniform?
What is the first product you balloons
notice?
Where are the items that are “for all over
sale” in the store?
Page 5
6. Dollarama
How are products arranged? by function
Are there free samples/demos? no
What products are at eye level? seasonal
What items are in the least small items in low bins
accessible locations?
Where are the most expensive N/A
items located?
Where are the least expensive N/A
items located?
Are the prices easy to find? Yes, on stickers
Are there impulse items near yes, grabbed frequently
cash?
Are most customers alone or with no, singles
someone else?
What is the average age of the 35
customer?
What is the average gender of female
the customer?
When a customer enters the no, random isles
store, do they tend to walk the
same path/direction?
How long do people stay in the 10 minutes
store?
Do customers touch the no
products?
Is this encouraged? no
Are customers browsing or on a mission
mission?
What percent of customers 70%
purchase products?
Page 6
7. Furniture
Question Chelsea home Furniture
Does the store draw you in? No, I am not in the market for furniture
Is the door open? Mall entrance so wide open
How big is the sign? 1 meter high, mixed fonts
What does it make you feel about sign was designed by someone at home
the store?
How does this make you feel? Had room enough but was not going to disappear
What is the colour scheme of the warm earthtones /leather
store?
What types of flooring does this carpet
have?
How does flooring affect
environment?
How high is the ceiling? 4 meters, ceiling was beige, felt a little dirty.
How brightly lit is the store? Warmer florescent lighting (screw in bulbs)
How loud was the store? none
What is causing noise? none
Does music fit environment? N/A
Store warm or cold room temp
Is the store crowded with had furniture arranged comfortably, room to get from
merchandize or sparse? setup to setup
Does the store have a distinctive Smelled like leather
smell?
Where is the cash register 1 register near the back wall of the store
located?
How visible was store security? None seen
How long do you want to stay in Want to lounge a little and test out many pieces of
the store? furniture. Planning/daydreaming is fun. 1/2 hour
Does the environment influence No, I think products and quality do.
the perceived value of
merchandise?
How long does it take before a 5 minutes
sales person initiates contact?
Does a salesperson have a script No
to follow with each customer?
Does a salesperson treat different N/A
customers differently?
What is the ration of salespeople 1:2
to customers?
What Age are employees? 50
What gender? Spouse team
Are salespeople using the store no
products?
Do the salespeople have a no
uniform?
What is the first product you Lounge chairs
notice?
Where are the items that are “for all over
sale” in the store?
How are products arranged? by matching sets
Page 7
8. Furniture
Are there free samples/demos? no
What products are at eye level? paintings
What items are in the least mirrors
accessible locations?
Where are the most expensive N/A
items located?
Where are the least expensive N/A
items located?
Are the prices easy to find? Yes, on folded cards
Are there impulse items near no
cash?
Are most customers alone or with Yes, couples
someone else?
What is the average age of the 40
customer?
What is the average gender of mixed
the customer?
When a customer enters the no
store, do they tend to walk the
same path/direction?
How long do people stay in the 20 minutes
store?
Do customers touch the yes
products?
Is this encouraged? yes
Are customers browsing or on a browsing
mission?
What percent of customers 0%
purchase products?
Observations:
Page 8
9. West49
Question West 49
Does the store draw you in? Yes, interesting clothing, accessories, and
snow/skateboard videos to watch
Is the door open? Mall entrance so wide open, but displays are by
entrance
How big is the sign? .6 meter high, thick orange, sans serif, trendy font
What does it make you feel about Trendy, young
the store?
How does this make you feel? Had room enough but was not going to disappear,
displays were inviting
What is the colour scheme of the very bright and youthful products but wood and brick
store? walls gave authentic feel
What types of flooring does this laminate/carpet
have?
How does flooring affect
environment?
How high is the ceiling? 5 meters, visual line at 3.5 meters and dark paint above
helped make it more cozy
How brightly lit is the store? Well lite, warm halogen lighting, was calm willing to stay
How loud was the store? higher level of noise
What is causing noise? music
Does music fit environment? definitely, added energy
Store warm or cold room temp
Is the store crowded with very full, but organized
merchandize or sparse?
Does the store have a distinctive no smell
smell?
Where is the cash register 3 registers at an island in the middle of the store
located?
How visible was store security? 2 cameras visible 1 focused on display case
How long do you want to stay in Long enough to see all of the cool trinkets and oddities.
the store? Even able to strike up interesting conversations with
staff. 1/2 hour.
Does the environment influence No, I think products and quality do.
the perceived value of
merchandise?
How long does it take before a 5 minutes, or look as if you need help.
sales person initiates contact?
Does a salesperson have a script No
to follow with each customer?
Does a salesperson treat different yes, based on interest and need
customers differently?
What is the ration of salespeople 1:5
to customers?
What Age are employees? <25
What gender? Mixed
Are salespeople using the store yes
products?
Page 9
10. West49
Do the salespeople have a no, but dress trendy
uniform?
What is the first product you Go pro cameras
notice?
Where are the items that are “for on shelves and tables
sale” in the store?
How are products arranged? by sex, then function
Are there free samples/demos? no
What products are at eye level? hats, sunglasses
What items are in the least watches, belts
accessible locations?
Where are the most expensive in glass cases
items located?
Where are the least expensive in baskets near register
items located?
Are the prices easy to find? Yes, clear labels on shelves
Are there impulse items near yes, not grabbed often
cash?
Are most customers alone or with Yes, parent teenager
someone else?
What is the average age of the 18
customer?
What is the average gender of male
the customer?
When a customer enters the Yes, store layout encourages it
store, do they tend to walk the
same path/direction?
How long do people stay in the 20 minutes
store?
Do customers touch the yes
products?
Is this encouraged? yes
Are customers browsing or on a browsing
mission?
What percent of customers 15%
purchase products?
Page 10
11. Churchills
Question Churchill' s Mens Wear
Does the store draw you in? No, very stiff looking staff who don't look like they enjoy
average people
Is the door open? Mall entrance so wide open
How big is the sign? 1 meter high, serif, thin font
What does it make you feel about Like it belongs in New york, and you will pay alot
the store?
How does this make you feel? entrance seemed restrictive, and only high rollers
welcome
What is the colour scheme of the blond euro styling wood, gave a sense of upscale
store?
What types of flooring does this laminate
have?
How does flooring affect
environment?
How high is the ceiling? 5 meters, shelves were tall, but store was thin.
How brightly lit is the store? well lit white lighting but not painful
How loud was the store? none
What is causing noise? none
Does music fit environment? none
Store warm or cold room temp
Is the store crowded with organized
merchandize or sparse?
Does the store have a distinctive no smell
smell?
Where is the cash register back rear wall of the store.
located?
How visible was store security? none seen
How long do you want to stay in Prices made me feel uncomfortable. Quality peaked my
the store? interest. Staff were unsettling
Does the environment influence No, I think products and quality do.
the perceived value of
merchandise?
How long does it take before a immediate
sales person initiates contact?
Does a salesperson have a script No
to follow with each customer?
Does a salesperson treat different Yes, based on age, sex and appearance
customers differently?
What is the ration of salespeople 1:2
to customers?
What Age are employees? >50
What gender? Men
Are salespeople using the store yes
products?
Do the salespeople have a yes, dress code – suits
uniform?
What is the first product you suits
notice?
Page 11
12. Churchills
Where are the items that are “for all over
sale” in the store?
How are products arranged? by designer
Are there free samples/demos? no
What products are at eye level? shirts and jackets
What items are in the least suits
accessible locations?
Where are the most expensive on hangers
items located?
Where are the least expensive On a single table
items located?
Are the prices easy to find? no, tags hidden inside shirts
Are there impulse items near no
cash?
Are most customers alone or with yes, couples
someone else?
What is the average age of the 40
customer?
What is the average gender of male
the customer?
When a customer enters the Yes, limited space
store, do they tend to walk the
same path/direction?
How long do people stay in the 10 minutes
store?
Do customers touch the yes
products?
Is this encouraged? no
Are customers browsing or on a browsing
mission?
What percent of customers 0%
purchase products?
Page 12
13. observations
Observations:
Colour of light was more important than amount of light.
different materials on floor gave different sensations of home and comfort.
All of the shops except 1 used similar colours but to different effectiveness
All stores had the same temperature (mall environment)
Interactions with staff strongly influenced how long I wanted to stay.
Most people at a mall are with someone else. Skewed results
It was how people were dressed not their attractiveness that influenced my wanting to shop there.
Page 13