The document provides observations from several stores including Anthropologie, Barnes & Noble, J.Crew, H&M, Michael's, and Urban Outfitters. Key insights include that sale items are placed in different areas of stores, atmosphere and decor create unique store personalities, and customer service can be improved. Opportunities also exist to encourage more browsing through creative displays and reducing clutter on shelves.
3. Observations
Anthropologie
• unique corner entrance
• wooden floors, yellow lights, natural look and feel
• neutral surroundings make products “pop”
• small displays feature items in similar styles - easy to coordinate looks
• store loosely separated into sections - kitchen, home, bath, clothing
• sale items in the very back of the store in small room - very out of the way
• registers in the center of the store
• products arranged in way that inspires curiosity
• encouraged to touch and look over products
Anthropologie Entrance on Santana Row
Barnes & Nobel
• large lettering at store entrance
• color scheme - dark green, beige, brown - like an office
• kid section has more friendly colors (brighter)
• tile in the cafe and carpet throughout the rest of store - the carpet makes me
feel encouraged to sit down
• music kept low easy listening
• registers located at front and back entrances
• sale items are next to the registers at the front entrance
• most people browsing or testing out products (the nook)
• books arranged by category
4. Observations Cont.
J. Crew
• wooden floors, wooden shelves very natural feel
• bright white lights make all of the colors pop
• men’s clothing on the left women’s on the right and children in the back
• registers on the left side of store and at the very back
• products arranged by type and color, to show options very neat
• lots of clothes on display, but it isn’t overly crowded
• all women employees dressed to match the style of the store
• employee presence is apparent, approached by an employee within minutes
• quiet easy listening type music
• colorful displays outside of store, show fun outfits
• accessories placed together in center of store
• sale items mixed with regular items
H&M
• this is a store in a mall, no doors just an open doorway
• men’s clothing on left women’s clothing on right with children’s in the back
• prominent display at front showcasing new clothes, large posters
• clearance towards front of store
• lots of products on shelves- aisles narrow
• registers on left side of store near entrance
• different sections for different brands (H&M, Divided, Children’s Clothing)
• staffed dressed in styles similar to store, early 20’s - 30’s
• products arranged by color schemes - easy to put outfits together
• almost all clothing is at eye level
5. Observations Cont.
Michael’s
• double door entrance - feels very commercial
• high ceilings, white lighting
• crowded aisles with lots of products on the shelves
• products arranged by type (scrapbook, art supplies, frames ...)
• clearance in back right corner
• customers all ages, lots of families
• registers located at the front to the right of the entrance
• impulse purchase items like candy and notebooks are located near registers
• wide variety of items allows for side by side comparison of prices
Urban Outfitters
• large windows with colorful displays
• no welcome from employees, about 50/50 male to female
• employees dressed in the same style as the store
• sale items on second floor in a small room, very messy
• women’s clothing on first floor, men’s on second floor
• impulse items like nail polish and jewelery near registers
• lots of products to look out, but it isn’t too crowded
• industrial look with raw wood, metal and concrete
• most customers are with friend or their parents
• customers in their teens to late 20’s
6. Insights
SALE $ Through my observations sale/clearance items were placed in three distinct locations:
$ SALE
1. Placed near the front of the store.
2. Placed at the very back of the store in a separate room.
SALE
$
3. Mixed in with regularly priced products.
I spent the most time in stores that were
carefully curated and not overly crowded.
These stores made me feel comfortable
exploring the space.
An open layout in
Barnes & Nobel Shoes on display in J.Crew
7. Insights
HELLO?!?!
J. Crew was the only store where an
employee approached me and asked
how I was doing. I was surprised by the
Anyone there? lack of customer service.
Atmosphere is
Everything
The music, the decorations, artwork, lighting, flooring,
lights, displays, and signage all work together to create
an unique atmosphere for each store. This look and feel
gives the products personality. The atmosphere also helps
determine specific sections of the store.
Children’s section in
Barnes & Nobel
8. Hidden Opportunities
If stores put more effort in
creating unique displays and
artwork it would encourage
customers to spend more time
in the store. Anthropologie
takes advantage of this idea by
creating large displays within the
store.
Stores like H&M arrange their clothes by style and color so that
customers can easily create new outfits. What if stores like Michael’s
tried a similar idea and arranged their products in displays that
encouraged and suggested new craft projects? Maybe customers
An artistic display would be prompted to purchase products that they weren’t even
looking for.
in Anthropologie
9. Hidden Opportunities
Lets Keep Things Clean
Stores that have less products crowded on their shelves appear more
successful and more high end. Keeping some inventory in the back
and not all over the sales floor could improve the image of the more
crowded stores. It would also make cleaning up a lot easier!
The End!
