OBSERVA

TIONS!

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KAPPEL

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11/1

/12

STORES I ENTERED American Eagle Outfitters

Pac Sun

Journeys

Euphoria Perfumes Bath & Body Works

Dillard’s

Each store I entered to was different but similar in many ways. I will answer some questions from the observation lab sheet of each store individually.

AMERICAN

EAGLE

OUTFITTE

RS

Before I entered:

As you can see the doors for this store are shut, as they were for all the stores I entered. You probably went back to check right? : ) ha-ha, that’s because you didn’t observe carefully, but some will look back and some won’t. That did not make me feel good, bad, or different in any way, but I did notice they were shut, as I was observing more and read through the questions of the lab sheet. Other times I would just open the door and walk right in, something so normal but good to realized.

Each store has their own unique sign with different lettering which give me an idea of the stores theme in a way and the personality of the store, if I can say. But what mainly gives it away is the front windows showing some of their most famous outfits/shoes/perfumes etc. This only gives me insight of what’s more to come an definitely does draw me in, if it is something I like of course.

Environment:

There was no particular color theme for American Eagle. The walls were white and the clothes on display were just of many colors, no particular theme.

At the time I went in there it wasn’t so loud but it wasn’t so quiet either. There was 7 people in the store and music was playing so the combination of both was not so noisy as appose to 15 people. The music was not so loud either. Which didn’t bother me either way. The music definitely did fit with the environment.

The store was colder than warm, which is something I do notice in stores, because I will either get cold or hot, and I prefer to be in between. You can also notice the difference when you go in and the outside environment is much different than inside the store.

The store merchandise was not sparse at all and the register is located in the middle of the store.

Personnel:

Sales people interact with customers immediately, right when we go in the door they begin telling us the sales they have and tell us to let them know if we need help.

Yes, the sales people do have a script to follow.

They do not treat customers differently, at least when I go in there they do not!

They did not have a uniform.

Products:

There is a central display table with featured products, located at the entrance of the store, as well as a few around the store.

Products are arranged by function. The right side is the women's side and the left for the men.

There are definitely impulse items near the cash register! Which have convinced me at times!!!

PAC S

UN

Before I entered:

Once again, shut doors

From the out side you can see that the store is very colorful and crowded with merchandise

It does draw me in

The sign is yellow and in a retro type of lettering

They have a huge lighted sign saying “PAC SUN” which definitely catches the eye but can be blinding as well.

Environment:

The walls are yellow

All the clothes, shoes and accessories are very colorful. Including the men’s clothes

The music does fit the environment of the store

It is also not so loud, I went in the morning so there was not much people in any of the stores I went to.

The store was fresh, not too cold or hot

Cash register is located in the center of the store.

Personnel:

In this store they were not “all over you” when people would come in they would just say “Hi welcome to Pac Sun”

Therefore, the sales people did have a script to follow with each customer

They did not treat customers differently

No uniforms

Products:

They had many display tables, “sale” items on racks

Their products were arranged by function. Male clothes on the right side of the store, women’s on the left.

There was also impulse items near the cash register

Journeys

Before I entered:

Closed door

The store does draw me in, from seeing the shoes that are by the windows some are interesting.

Environment:

The walls are brown

The lighting is good, plus all the sunlight coming in makes it look more natural.

The environment is not loud at all

No music

The store is crowded with merchandise

Definitely that new shoe smell

Small store

Cashier located in the back, which is almost the front since it’s small.

Personnel:

They do not greet you all the time, as some customers would come in, some would be greeted some would not. I was one of the ones who was greeted.

No script to follow

Yes on the uniforms

Products:

There are display tables along the side of the windows from the front, showing their featured products.

The products were arranged by function. Women’s shoes to the right and men’s to the left.

They also carry shirts and accessories

Yes on the impulse items near the cash register.

EUPHORIA

Before I enter:

Closed door

Super small store

Popular fragrances in the front windows

The lady was looking at me while I was taking the picture :/

Environment:

Confirmed store was small

White walls

Very lighted up and bright, each segment has their own bright lights!

Not noisy at all, very quiet

No music playing

Store was fresh

Not too crowded with merchandise, but also not too sparse

Smelled of a combination of fragrances

Cash register was located at the far back of the store

Personnel:

The sales associate greeted me, she simply began with a “Hi”, then after a few seconds asked me if I was looking for anything in particular.

I was the only person at the store at that time.

No uniform

The sales person was a lady, maybe around 24

Products:

There is no central display table, only the displays along the front windows.

No “sale” signs

Products were arranged in no particular order, other than brands in the same area.

There was also impulse items near the cash register, along with “cheaper” “non original” fragrances near by.

BATH &

BODY

WORKS

Before I enter:

They already had me reading some very intriguing sales they have!

That definitely draws me in (even though I have no money)

Their door is shut as well

From the front windows you can see huge signs promoting their new products

Environment:

Their walls are a light brown

Dimmed and normal lights

They have hardwood floors, all the 3 mentioned make the store feel more cozy and “homey”

The store is filled with the strong smells of all the lotions, fragrances, candles. Which can be too strong for many but fine for others. And it is fine with me, after a while you get used to the smell.

It was semi loud, quite a few people were there. The majority accompanied by others, so everyone in groups had conversations.

No music (that I remember:/)

The store was not too cold or hot, just in between

The cashier register was located at the back of the store.

Personnel:

Once the sales person sees someone walk in the store the immediately greet them by saying “Hi”

After a while the sales people walk around and ask customers if they need help

They treat everybody the same

They do have uniforms, jeans, white shirt, and an apron.

Products:

There are many display tables around the store, many are of “on sale” items or with great “deals”

They have a table with their new and featured products at the entrance of the store

Their products are arranged by fragrance and sales

There are also impulse items near the cash register, as you can see in the last picture. I was able to sneak in a picture from inside the store.

DILLARD’S

Before I enter:

The building looks nice itself, it looks like a huge store, the unique shape, the large nicely shaped windows above, the entrance, and the palms surrounding it.

And once again the doors are shut

Environment:

The walls are white

No particular color scheme

The environment is loud, this store has more people in it, all having loud conversations as well as all the associates conversing and helping out customers.

There was also music playing, which did fit to the environment

The store felt warm at times, but after a while I cooled down

The store was crowded with merchandise

New clothes smell

There are many cashiers, one for each department

Personnel:

For a sales person to initiate contact it is immediate, for each department you enter, which there’s many, many associates come to asking you if you need help. Making you feel smothered and uncomfortable.

They do not treat customers differently

They don’t have uniforms but they do have to dress adequately and in a professional way.

Products:

They did have central display tables with features products and “on sale” items.

Their products are arranged by departments, such as:Men’s sectionMen’s shoesMen’s colognesWomen’s sectionWomen’s shoesWomen’s perfumesChildren’s sectionKitchen sectionCosmeticsLingerie section

MORAL OF THE STORY From my observing point of view, I can definitely say I noticed many

things I have not other times, and that observing is definitely a wonderful tool to have and which can take you far and give you wonderful creative ideas. As in the case of David Friedberg in “Finding opportunity in the Rain”

Video: Finding Opportunity in the Rain - David Friedberg

THE MORE YOU OBSERVE THE MORE YOU LEARN!

From what I know and places I have worked at, I know that the majority of the stores have quotas and numbers to meet.

This is one of the reasons many of the associates at stores are smothering you all the time, because they need to make sales and want YOU to BUY and redeem your purchases with them.

This may get you to think. So are associates only nice because of that? Or is that truly their personality?

EITHER WAY…

Employees Customers $ and ♥ which is ♪ ♫

to their ears, but at the end it makes them both☺!