Bailey Madrigal's TEM431 Observation Lab

1. Observation Lab Bailey Madrigal
TEM 431

2. Walmart
• I go into Walmart at least once a week to get
groceries or supplies I need around the
house.
• Since I go into Walmart all the time I have
become desensitized by some of their
marketing tactics and store attractions.
• I noticed that the colors on their pricing and
labels are always tagged with a Walmart logo
and then a bright yellow tab noting the price.
This continuous exposure makes me
associate low prices with the Walmart brand.

3. Target
• I rarely shop at Target except for when I need school
supplies.
• The first thing I noticed when I walked in was how
presentable the employees are. They all wear their
uniforms neatly and maintain a professional appearance.
I also feel like the store’s shelves are well organized and
store maintenance appears to be well kept.
• I feel that since the employees take pride in their work
that the overall store experience is better than other
super markets. I don’t mind spending my time in Target
because the store is ergonomically attractive.

4. Bashas
• I shop at Bashas frequently. In fact I shop there almost daily purely because of its
location. I live right next to Bashas so a trip to the store is very quick. What I do like
about Bashas is that the employee to customer ratio is more equal compared to
Walmart’s. The store is smaller so the relative amount of staff is more attentive and
can accommodate their customers needs.
• One of the first products I notice when I walk in is the produce on the north entrance
and plants and flowers on the south entrance. Which ever entrance I go through I am
looking at beautiful vegetation which is eye catching. I never noticed that the
placement of those products were located directly near the entrance until this
assignment.
• Most of the check out lanes have been replaced with self checkout lanes which in my
opinion this is good. When people go to Bashas they are usually not buying hundreds
of dollars worth of groceries (like when they go to Costco or Walmart) but are rather
purchasing groceries conveniently for that night’s meal. The check out process is
more efficient, and customers are able to reduce the amount of time they spend in
store.

5. Ross
• Ross’s store layout is simple. Each section is
organized by clothing type or by miscellaneous
categories. The store feels cluttered and messy and
I feel like they have had the same inventory (aside
from clothing) since they opened.
• I think that most people shopping at Ross are
browsing and may have an idea of what items they
want to purchase but they are not on a mission.
The check out line is navigated by shelves of candy
and random toys to attract the customer to buy
them.

6. Rubio's
• Rubio's is one of my favorite restaurants
to eat at. In fact, after I took this picture,
I ordered my usual gourmet tacos.
• The big sign with contrasting colors has
oddly enough never caught my attention.
I am unsure if this is because I never have
to think about where Rubio's is located
or if it is because of poor design from the
Rubio’s associates. Nonetheless, the
store lay out is plain and does not add
much excitement to the customers
experience.

7. Chick-Fil-A
• Chick-Fil-A is a great fast food restaurant that has
amazing customer service.
• Although they are a fast food restaurant, I noticed
that they do an exceptional job of masking the fact
that you are even at a fast food restaurant. They make
it almost feel like a quick casual breakfast, lunch, or
dinner. The way that the associates dress, behave, and
are trained makes them seem like a cohesive unit. The
whole store and its crew is centered towards the
guest experience. Also a smart tactic that is often
sacrificed in efficient fast food restaurants like
McDonalds is order calling. There is something about
walking up to grab your food order or having it
delivered to your table that is important to distinguish
and Chick-Fil-A has done a great job by referring to
their customer’s by name rather than by a number.

8. Chipotle
• I never understood why I was so attracted to
Chipotle. It wasn’t that their food is 10 out of 10
outstanding or that the staff is overly nice or that
their menu was amazing to look at. I learned that I
like going to eat there because it is quick and
engaging. The guest is present through the entire
order process (just like Subway) and you never
take your mind off of your burrito. The entire time
you are watching somebody build your food
through a window until it is bagged up and you
pay. It is a great tactic to keep guests thinking
about the store throughout their entire guest
experience.