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