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Observation
- 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