East Bay Businesses

Observation Lab Presentation

by Richard Troy

Please Note

I accidentally left my digital camera at the last store I visited. It has been found but not yet retrieved! So I used make-do images for this work! I regret this, but at least the camera isn't gone. Thank you for your understanding! This presentation's outline provides general observations up front, then steps through each business, first providing the insights, and then using the Observation Lab materials in-full to provide context for these insights.

The Stores I Observed

I intentionally chose "obscure" businesses, mostly industrial or at least not typical consumeristic in focus. They are:

Airgas USA LLC - This business sells industrial gasses for processes such as welding.

Alameda Electric - This business sells electrical supplies to electricians and construction

companies.

ASE Automotive - This business sells automotive products and services to individuals and

small businesses.

Atacom Inc - This business sells computer hardware primarily to businesses.

ATC Colors LLC - This business sells automotive paints to small automotive repair shops.

Oakland C & L Cabinet Company - This company makes custom cabinets, primarily

sold to construction companies, but sometimes to individuals doing rennovation.

Overall Impressions

Overall, my impression is that all of these businesses are missing opportunities, of course, but some of them are doing a good job with the big-picture, but some of them are probably missing larger opportunities. Some common traits:

None of them do well with exterior signage.

None of them do well with keeping their customers engaged while they wait for service.

All of them rely very heavily on the sales-person.

All of them are struggling right now.

None of them are investing or have invested in the on-premises customer experience.

Airgas USA LLC

Key Insights

Note the non-descript nature of the building. If you didn't know what "Airgas does" the fine print on the sign is, well "fine print." It would be better if it said something readable at a distance like "Industrial Gasses". Their in-store effort is a non-effort.

Hidden Opportunities

This location is surrounded with live/work artists; some sort of educational push would likely draw LOTS of new customers.

A discount for local regular customers wouldn't bring in a lot of new customers but would likely keep them from straying as there are a few competitors nearby.

Their location is adjacent to the just barely not visible interstate freeway - a tall sign on the building would be easily visible.

Before you enter the store:

Does the store draw you in? If so, how?

No, it's on a cul-de-sac, non-descript, and the sign is none too large. Is the door open or closed?

Closed, heavy, and hard to open. How does this make you feel?

Like I came to the wrong place! How big is the sign lettering and in what font?

The sign is in an Arial-like font, with fairly large letters on the primary part - maybe a 16" to 18" tall.

What does it tell you about the store?

It says, "Industrial", and "you need us more than we need you."

Environment:

What is the color scheme of the store? How does this affect you?

White background, blue lettering and trim.

What type of floor does the store have? How does this effect the environment? It's vinyl flooring over concrete. The vinyl takes some of the edge off. ...It feels "1950s." How high is the ceiling? How does this feel?

The structure is in two parts, the primary part of which has 8' false ceilings, and "the back" is perhaps 18'. It feels "1950s."

How brightly lit is the store? How does this affect you?

The store has dim artificial lighting and it's a bit depressing.

How loud is the environment?

It's fairly quiet. What is causing the noise?

Just the occasional "bang" in the back from someone moving or dropping something heavy.

Is there music playing? If so, does it fit the environment?

No music - and it seems fitting. Is the store warm or cold?

It's as comfortable as the day's weather. Is the store crowed with merchandise or is it sparse?

It has comfortable aisles. Does the store have a distinctive smell?

No, not really. Where is the cash register located?

It's forward left as you enter, or, the back right of the main part of the store, if you're thinking of street orientation.

How visible is the store security?

In-store security is completely invisible, but you feel like you're in a compound just getting to the store's structure.

How long do you want to stay in this store?

It's remarkably neutral. It's neither inviting to stay, nor compelling you to leave. But, it is VERY "1950s."

Does the environment influence the perceived value of the merchandise?

One gets the impression they paid for the place a LONG time ago and have no incentive to change. That is perhaps a comforting thought when you are buying industrial gasses like nitrogen, argon, etc.

Personnel:

How long does it take before a sales person initiates contact?

I have never seen another customer in the store, though I have visited several times, and at various times throughout the day.

Does the salesperson have a script to follow with each customer?

Only, "May I help you?" or the equivalent. Does the salesperson treat different customers differently?

I doubt it, but maybe. It's hard to know. They've been nice to me, though.

What is the ratio of salespeople to customers?

I've never seen more than two sales people and never any other customers. What age and gender are the employees?

They're male, one perhaps late 20s or early 30s, the other late 40s to late 50s - it's hard to know.

Are the salespeople using the store products?

Unknown. Do the salespeople have a uniform?

Yes - blue coveralls. Do the salespeople match the stores image?

Yes, I think so - blue-collar industrial.

Products:

What is the first product that you notice?

Brand new, large welding machines.

Is there a central display table with featured products?

No. Where are items that are “for sale” located in the store?

The primary product, industrial gasses, are (properly) out of reach, but accessories are available for customers to browse while they have their gas cylinders filled, and these are in rows, like a common grocery store.

How are the products arranged? By function? By price? By color?

The products are arranged by function and / or brand. Are there free samples or demonstrations?

No samples, but they may demonstrate the welding machines, if you ask. What products are at eye level?

Welding accessories.

What items in the store are in the least accessible locations?

The industrial gasses, which is their primary business. Where are the most and least expensive products located?

The welding machines are right up front - you'll run into them when you walk in if you're not careful!

Are the prices of the products easy to find?

No, you have to ask on every product. Are there impulse items near the cash register?

There are lower cost "consumables" out on display on the service counter.

Customers:

Are most customers alone or with someone else? What is the relationship?

I've never seen another customer at this store. What is the average age and gender of the customers?

As they sell blue-collar, industrial items, I presume males in their prime working years.

When a customer enters the store, do they tend to walk in the same path or direction?

I imagine so, because you can't get any gasses without talking with the staff at the counter!

How long do customers stay in the store, on average?

Unknown, but if you want your own cylinders filled and returned, they'd probably want you to come back later and otherwise you just trade cylinders, so in either case, it should not take long. Only if buying a more expensive item or searching for an obscure accessory would you be there more than 10 or 15 minutes.

Do customer touch the products? Is this encouraged?

The accessories are out like groceries in a grocery store. Do most customers appear to be on a mission or are they browsing?

I'm sure most are "on a mission". What percent of customers purchase products in the store?

A pure guess would be approaching 100%.

Other Observations:

This business was probably a ma-and-pa operation bought by the present operators. They don't try very hard at all. The staff behaves like they're bored to tears, but aren't particularly knowledgeable, either.

Alameda Electric

Key Insights

This older business likely does well at keeping customers who know about it, but is otherwise impossible to find. Even when you know where it is supposed to be, it's hard to find!

Hidden Opportunities

A referral program would likely do wonders for them. They should reach-out to struggling hardware stores to cross-promote. There's a strong electric-car movement, and they could help lead the way.



No, it's positively hidden! Is the door open or closed?

Closed. How does this make you feel?

Like I was entering a purposeful space. How big is the sign lettering and in what font?

Sign? What sign?! There's a Great Big, Positively GIGANTIC stylistically written "A" (perhaps '8 or even 10' tall) painted on the wall adjacent to their parking lot. Other than that, you know you're there because of the street number! Oh, and a tiny sign on the door that says, "Will Call."


It says they've been there so long, their customers know where to find them - no need to advertise, even with a sign on the building!

Environment:


Olive-drab - makes me feel like I'm visiting a naval museum.

What type of floor does the store have? How does this effect the environment? It's vinyl flooring over concrete. The vinyl helps. How high is the ceiling? How does this feel?

The ceiling is probably 20', and it feels open, but it's also dark and a little cold, so it has a cave-like feel.


The store has dim artificial lighting but it's not so much depressing because you feel like you're in a large cave - perhaps you expect to see a stalactite.


It's very quiet. What is causing the noise?

Just your talking and that of the counter-man taking your order. Is there music playing? If so, does it fit the environment?


It feels like the temperature will always be 50F, no matter the weather. Is the store crowed with merchandise or is it sparse?

The store has one huge, generous aisle, easily 10' wide, along the entire storefront where customers can browse, and visible, behind the counter, positively huge aisles leading darkly away from the customer, and it is impossible to see what's on the shelving along those aisles. ...Again, it feels very cave-like.

Does the store have a distinctive smell?

Nothing I can name - maybe mildly damp with a contrasting plastic-ish after-smell, if that makes any sense.

Where is the cash register located?

It's just behind the counter right as you enter, and I think there are a few more along the length - none of which have ever seen any use while I was there.


In-store security is completely invisible, but the store is inset about 80' or so from the street, and you feel very safe.


There are some inviting chairs, though I don't know why, in the customer's area, and there are things to look at, so it could hold your attention for some time... If there were a lot of customers, you could find something to keep you occupied for a while. I would imagine that after a half-hour, though, you'd want to step out if you weren't otherwise engaged with staff.


No, but the environment does increase the perception of value of the business itself - that it's a long-standing member of the local industrial community and should continue. You almost WANT to give them business to help make sure local businesses like this continue to thrive.

Personnel:


I have never seen another customer in the store, though I have visited several times, and at various times throughout the day.



I doubt it, but maybe. It's hard to know. They've been nice to me, though. What is the ratio of salespeople to customers?

I've never seen more than one sales person and never any other customers. What age and gender are the employees?

He's male, early 30s, and likely very knowledgeable. Are the salespeople using the store products?

One would think so, yes. Do the salespeople have a uniform?

Yes - blue coveralls. Do the salespeople match the stores image?

Yes, I think so - blue-collar industrial.

Products:


Electrical distribution pannels.


Yes, there's a VERY long, "service counter" that runs the entire (100' +) width of the store, variously with glass enclosure sections and shelving sections for customers to select smaller products.

Where are items that are “for sale” located in the store?

Most products, electrical cabling and related accessories, are out of reach, but smaller accessories are available for customers to browse while they have their electrical-supply order's filled, and these are mostly in the service counter, or on the opposite wall ("behind" the customer), on ready shelving.


The products are arranged by function and / or brand. Are there free samples or demonstrations?

I can't imagine a demonstration, but they would likely give samples of "cut wire" and the like (sold by the foot), so you can know what you're buying.

What products are at eye level?

Nothing in reach - and out of reach are mostly large electrical products like distribution pannels, "weather heads" and such. Accessible items, various accessories, are mostly below eye level, or "behind you."


Most items! Especially wire, their primary business. Where are the most and least expensive products located?

Very and not at all expensive items are all mostly out of reach, in the unknowable depths of the caverns of the structure! The customer cannot tell you. But I bought items worth a few pennies each and they came from the dark recesses, far out of sight and reach, in who-knows-where.


No, you have to ask on every product, even the ones on ready display! The only prices I saw were on the soda machine!

Are there impulse items near the cash register?

There are some items near the register that might be considered "impulse items" but maybe they're best described as "consumables."

Customers:


I've never seen another customer at this store. What is the average age and gender of the customers?

As they sell blue-collar, industrial items, I presume males in their prime working years.


I imagine so, because you can't get most of their products without talking with the staff at the counter!


Unknown, but I'd guess that if you want a large order filled, they'd probably want you to come back later but otherwise they do have seating - that must be what the seats are for! In the several times I've been there, I was never there for more than about 12 to 15 minutes.


Customers can only touch a few limited items - those items, sure, a customer is welcome to touch them.

Do most customers appear to be on a mission or are they browsing?

I'm sure most are "on a mission". What percent of customers purchase products in the store?

A pure guess would be approaching 100%.

Other Observations:

I like this business. It has probably been there since the 1920s or so. One gets the impression that most of their customers like them, but that their total customer base is rather small. The place was like a ghost-town. My guess is that competition like Home Depot is taking a lot of the new business and forcing them to drive their prices very low. But, their properly was likely paid for before WWII, so their overhead is low.

ASE Automotive

Key Insights & Hidden Opportunities

They are doing something right regarding female customers. What that is, I don't know, but the proprietor should write a book about it as automotive businesses are notorious for poor female relations. They sell parts, but you wouldn't know it! There is significant walk-in traffic that is not marketed to whatsoever. They need to cater to people waiting better. If they "cleaned up their act", they could likely either charge more or at least have a larger clientele.



It has a huge "storefront." Is the door open or closed?

Open. How does this make you feel?

Free to enter. How big is the sign lettering and in what font?

There are two major signs, one a huge sign painted on the building with perhaps three foot tall letters, and a second, perpendicular to the street, way in the air - with perhaps 10" to 1' foot letters. The font appears to be Arial, but that's just a guess.


It claims "quality and trust", but all it really does is announce the business.

Environment:


Outside, the scheme is red and blue on white, and inside it's more blue and white. I like the scheme inside more.

What type of floor does the store have? How does this effect the environment? Concrete. It's a little cold. How high is the ceiling? How does this feel?

It has 18' ceilings. It feels spacious, generous, open. How brightly lit is the store? How does this affect you?

The store relies upon natural lighting. With the HUGE outer door open (always), and skylights, it feels well lit, bright, sunny most of the time - and I like the light. But it has dim artificial lighting and on a foggy day, it's a bit depressing.


It's not loud most of the time, but sometimes there's a workman doing something. What is causing the noise?

Pneumatic tools.


No music. Is the store warm or cold?

As it's open to the environment, it matches the day's weather. Is the store crowed with merchandise or is it sparse?

Having visited several times, sometimes it's very full, and at other times it's nearly empty.


No, not most of the time, which I find remarkable, as I'd expect it to smell like gasoline or some such, given what they do.

Where is the cash register located?

There is none discernable - I presume it's inside a small office. I bought a small item - about $4, and the salesman took my cash, walked away, and came back with change and a receipt; I never saw a register.


It's completely invisible, if there is any. I asked, and the storekeep said he is armed. How long do you want to stay in this store?

While there is seating, I wouldn't want to. Does the environment influence the perceived value of the merchandise?

My perception, based on the whole experience, including the environment, is that the value is fairly low, but whether or not it's a good value is a separate question.

Personnel:


During several visits, I'm met almost instantly most of the time, and never more than about 5 minutes.


Only, "May I help you?" or the equivalent - perhaps just, "yes?" Does the salesperson treat different customers differently?

Definitely. I have the impression that many customers are repeat business and they are treated based on how well they behave!


This is remarkably hard to judge for such a small business, but I'd say at worst, 1 salesman for three customers.

What age and gender are the employees?

They're all male. Are the salespeople using the store products?

Yes. Do the salespeople have a uniform?

No. Do the salespeople match the stores image?

Yes - in fact, to a large extent, they ARE the store's image!

Products:


Oil filters.



the products are mostly along the walls, but there are some internal displays, though I wouldn't call them "tables" - more like "boxes of new parts" in a big stack.


They're arranged by function. Are there free samples or demonstrations?

No. What products are at eye level?

Oil and fuel filters, sometimes fan belts.


Heavy items like starters, and larger items like exhaust systems. Where are the most and least expensive products located?

I presume the least expensive are along the walls, while the most expensive - complete engines - are found occasionally in crates along a back wall.


No, I've not seen any prices listed - you have to ask. Are there impulse items near the cash register?

No.

Customers:


Most customers are single individuals, but sometimes there are more - family members or friends, I'd guess.

What is the average age and gender of the customers?

30s to 40s, I think, with no gender bias noticeable - which I find remarkable because it's an automotive store. There were plenty of women there most every time I visit.


Most do, yes, because they come from the street, but there is a back door, which nearly no one uses and when a customer comes in that way, it seems a real surprise.


I'm guessing the average is around 15 minutes. Do customer touch the products? Is this encouraged?

They may, sure, but usually the salesman finds what they need and hands it to them. Do most customers appear to be on a mission or are they browsing?

All are "on a mission". What percent of customers purchase products in the store?

I'm guessing much more than half.

Other Observations:

This business is doing something right with women, who are not typical automotive customers, I don't think. However, there is certainly more opportunity than they are taking advantage of.

Atacom Inc.

Key Insights and Hidden Opportunities

Having the feeling you've got a vendor no one knows about may help the customer feel good, but it doesn't help the company's business any. They have a large enough to be very useful display space in front they don't use effectively at all. They often stock inexpensive, key items, but they don't put these on display to be bought. They don't offer any promotions whatsoever. They sell to the general public and wholesale to businesses for the same low price - they do not leverage this whatsoever. With modest advertising - or maybe a referral program - they could increase sales volume considerably.



Not really - you have to know it's there. Is the door open or closed?

Closed. How does this make you feel?

OK - air conditioning! How big is the sign lettering and in what font?

Until I took this class, I never even noticed the Very Large signage on the building! The only sign I saw - and, I think, that most people see - is painted on their double-glass doors, with three to four inch high letters, in a very basic font, like perhaps Arial. Note in the image above, you can't even see the sign on the door from the street, though I do admit now, if you're looking for a huge, also obscured sign, you CAN see the signage on the building!


It says you've found a hidden spot!

Environment:


I'd call the color scheme "generic office space", in gray and off-white.

What type of floor does the store have? How does this effect the environment? It's carpeted and it helps add to the quiet feel. How high is the ceiling? How does this feel?

It has 10' ceilings. It feels spacious, generous, open. How brightly lit is the store? How does this affect you?

It's well lit with fluorescents, which I don't personally like very much, but at least they're "normal."


It's very quiet.

What is causing the noise?

Nearly nothing - it's church-mouse quiet. Is there music playing? If so, does it fit the environment?


It's very comfortable. Is the store crowed with merchandise or is it sparse?

In the front, where customers are supposed to be, it feels completely empty, but having been invited into the back, it's packed full, customers just can't see it.


No, unless "generic office" is a distinctive smell! Where is the cash register located?

There is none discernable. I go there often, pay in cash or with a credit-card, and it's always the same - the clerk takes my form of payment, and returns with change, if appropriate, and a receipt. I have never seen a register.


It's completely invisible, if there is any. How long do you want to stay in this store?

Waiting more than 15 minutes would be boring. Does the environment influence the perceived value of the merchandise?

Not much, I don't think; they sell computer gear.

Personnel:


There is always someone waiting.


Only, "May I help you?" or the equivalent - perhaps just, "yes?" Does the salesperson treat different customers differently?

Definitely. I have the impression that many customers are repeat business and they are treated based on how well they behave!


They have a whole "cubicle farm" filled with people to take up whatever customer presence happens, so it's always one to one.

What age and gender are the employees?

They're about 50 / 50, male / female, and most are in their 30s or 40s. There are one or two a bit older, and maybe one or two younger.

Are the salespeople using the store products?



Yes, I think so. They're mostly first generation Chinese immigrants, selling mostly Chinese products.

Products:


Large computer racks for computer server environments.


Yes, there's one display cabinet and one display table. Where are items that are “for sale” located in the store?

Most such items are in back, out of view / access to the customer. How are the products arranged? By function? By price? By color?

The products appear to be arranged by importance to them; they're a re-seller, and they most promote whatever their suppliers are pushing.

Are there free samples or demonstrations?

No, but they have "demonstrated" whether something was broken or not in after-the-sale support - without charge.


Notebook computers. What items in the store are in the least accessible locations?

Motherboards, CPUs, computer cases, power-supplies, and other such components. Where are the most and least expensive products located?

The only accessible products are samples, not what the customer actually walks away with - all that is in the warehouse area in back, behind the cubicle-farm.


No, you have to ask, or go online. Are there impulse items near the cash register?

Well, there's no "register", but there is a desk, and no, they're nothing at the desk, though I think they're missing an opportunity!

Customers:


So far as I've seen, all customers are single individuals. What is the average age and gender of the customers?

I've only ever seen males. I don't recall any less than their mid to late 20s, and most are in their late 30s or even older.


Yes, because there's not a lot of room in the store to go anywhere! How long do customers stay in the store, on average?

Perhaps 5 to 10 minutes. Do customer touch the products? Is this encouraged?

The items on display are free to be handled at will. Do most customers appear to be on a mission or are they browsing?


Probably nearly 100%.

Other Observations:

This business is for professionals who know what they want. They cater to this market remarkably well. MOST of their business involves the customer deciding what they want online, then picking it up. But they also cater to the professional who walks in with an immediate need, they give advice, the customer chooses, and they get their items out of stock, or with modest delay from surrounding suppliers. They are very efficient, but are absolutely missing an opportunity with walk-in customers to sell all sorts of accessories and high-margin items.

ATC Colors LLC


This business is very young and needs to build a following or it will likely go under. They need to provide some kind of customer loyalty program to keep customers from straying to other vendors. They have a confusing sign on their main (roll-up) door that doesn't match, and is meaningless to the vast majority of their customers - it cannot be helping people find them! This business suffers with a high percentage of non-professional customers who are profoundly ignorant about automotive painting. This is a large liability, in terms of both time and lost sales by accidentally alienating these "less-than-desirable" customers. They have the space in back; they could offer a low-cost demonstration / education class once a week or so and both build a following AND lower their overhead in dealing with ignorant customers. They do not offer any breathing safety equipment, but should.



No, it's easy to miss. Is the door open or closed?


Adventuresome! How big is the sign lettering and in what font?

There is one sign on the building that looks to be a standard sheet of plywood, with arial text in four distinct sizes, the largest of which has about 10" to 12" letters.


Low-cost / young store.

Environment:


White background, blue and red lettering.

What type of floor does the store have? How does this effect the environment? It's concrete, with a little bit of vinyl flooring. How high is the ceiling? How does this feel?

It has 18' or 20' ceilings. It feels spacious, generous, open. How brightly lit is the store? How does this affect you?

The store relies upon natural lighting. With the HUGE outer door open (always), and skylights, it feels well lit - and I like the light. But it has dim artificial lighting and on a foggy day, it's a bit depressing.


It's fairly quiet. What is causing the noise?

There's a paint-mixing machine, and just street noise coming from behind you, which is a little disconcerting.



It's as comfortable as the day's weather. Is the store crowed with merchandise or is it sparse?

Customer's can't get very deep into the store! You can see behind where there's stock, but customer's aren't allowed.


It smells like fresh paint. Where is the cash register located?

It's just right of dead-center. How visible is the store security?

It's completely invisible, if there is any. How long do you want to stay in this store?

You don't. It has the feel that you're on the street, not in a store, barely protected from the outside. If you have to wait, I'm sure most would just wait in their vehicle.


Maybe not value, but price, for sure; this is either a brand new enterprise or a very cheap one, having spent nearly nothing on the customer's experience. You expect rock-bottom prices from a business that hasn't spent a single dime on the customer's perceptions of the place. And if price is your primary buying criteria, you've come to the right place!

Personnel:


The wait is usually well less than one minute, if any wait at all.



I doubt it, but maybe. It's hard to know. In my case, they know I run a local shop, so I get great treatment.


I've never seen more than three sales people, and seldom that many customers. What age and gender are the employees?

They're all male in their late 30s to late 40s. Are the salespeople using the store products?

Unknown. Do the salespeople have a uniform?


Yes, I think so.

Products:


Accessories for pneumatic buffing or polishing machines.


Yes, there's one long display cabinet that also serves as the service counter. Where are items that are “for sale” located in the store?

Behind the counter, inaccessible to customers. How are the products arranged? By function? By price? By color?

The visible products appear to be arranged by function and / or brand. Are there free samples or demonstrations?

No. What products are at eye level?

Accessories for paint guns and other painting devices. What items in the store are in the least accessible locations?

Solvents.

Where are the most and least expensive products located?

Everything is inaccessible, behind the counter. Are the prices of the products easy to find?

No, you have to ask on every product. Are there impulse items near the cash register?

Sort of - there are lower cost "consumables" out on display.

Customers:


So far as I've seen, all customers are single individuals or what appear to be colleagues.


Male, twenties to thirties.


Yes, because there's not a lot of room in the store to go anywhere! How long do customers stay in the store, on average?

Perhaps 10 to 15 minutes. Do customer touch the products? Is this encouraged?

No, and no. Do most customers appear to be on a mission or are they browsing?


A pure guess would be around 60% - maybe more.

Other Observations:

This business is clearly very young and not yet with a following of professionals to keep them busy. Meanwhile, they take on individuals who want to paint their vehicles themselves, and I have witnessed all the headache they suffer with a customer base who is completely uninformed.

Oakland C & L Cabinet Company


This business has absolutely zero appeal for a customer visit and rely exclusively on "contractor" business, but could be offering premium priced "boutique," custom-made cabinetry to couples renovating their homes if only it cleaned up the environment a bit. They need a bit of a display room and to better utilize their parking - perhaps they need a different space to accommodate these needs. They need a better means of recognizing a customer has entered. If they paid more attention to the hardware used in their wares, they could dramatically increase their prices by adding premium goods to their line of cabinetry.



No, not at all. Is the door open or closed?


Like I might be trespassing! How big is the sign lettering and in what font?

It appears to be a standard sheet of plywood with 6" lettering for the name, in English, and slightly larger characters in Chinese characters - the font is hard to determine.


They don't expect a lot of walk-in traffic.

Environment: What is the color scheme of the store? How does this affect you? No discernable color scheme; I like it - organic. What type of floor does the store have? How does this effect the environment? Concrete. It's a little cold. How high is the ceiling? How does this feel?

The main entrance is high - maybe 18', then there's a floor above you, so it's low - about 7 feet - then opens up to a larger space with various levels, say 12' to 20' ceilings beyond.


It's rather dim, with bright lights in particular places. I like how it highlights certain things, and causes you to forget about others.


It's not loud most of the time, but sometimes there's someone making something. What is causing the noise?

Woodworking equipment - making customer's cabinets. Is there music playing? If so, does it fit the environment?

No music. Is the store warm or cold?

Moderate - neither warm nor cold. Is the store crowed with merchandise or is it sparse?

Some places are crowded and others sparse. Does the store have a distinctive smell?

The store smells of pine and / or oak wood. Where is the cash register located?

There is none discernable - it's inside a small office. How visible is the store security?

If you know where to look and what to look for, it's readily visible, but it's discrete enough most wouldn't notice.


You don't want to stay, and there's no place to sit. Does the environment influence the perceived value of the merchandise?

This is hard to say - maybe... because you have the perception that it's made just for you, but on the other hand, it's clearly low-end.

Personnel: How long does it take before a sales person initiates contact?

They may not notice you for a while!


Maybe not an explicit script, but clearly a set of standard questions about what you want. Does the salesperson treat different customers differently?

Probably, but that's not visible because the number of customers is very low. What is the ratio of salespeople to customers?

I've been in the store several times and I've never seen it less than 1 sales person per customer party. What age and gender are the employees?

They're all male. Are the salespeople using the store products?



Yes, they look like they make the products.

Products:


A cabinet.



They're in the front, along with some brochures that describe other available products. How are the products arranged? By function? By price? By color?

It appears products are simply arranged as the next items to be shipped, just before packaging - presuming they're packaged.

Are there free samples or demonstrations?

They may have some samples of the wood material, stained in whatever color, and they certainly demonstrate the construction of new cabinets, right there on the spot! Sometimes, it's fascinating.


If there are any, they're cabinets - like kitchen or bathroom types. What items in the store are in the least accessible locations?

Probably they'd be the counter-tops and other top-surfaces. Where are the most and least expensive products located?

Unknowable. Are the prices of the products easy to find?

No prices are listed - you have to ask, or, they may offer if they know what you want. Are there impulse items near the cash register?

No.

Customers:


Most customers are single individuals, but sometimes there are two. They're usually workmen / foremen, but sometimes they're a male / female couple.


30s to 40s, I think, and male.


Probably - I wandered aimlessly, but headed toward where I thought people would be. When customers are noticed promptly, they're guided by the salesman.


They either leave fairly quickly or stay a long time, perhaps over a half hour.


Yes, customers touch many surfaces, and the salesman seems happy when they do. I suspect it is a good sign for them.

Do most customers appear to be on a mission or are they browsing?

Virtually all are "on a mission", but a few seem more interested in the business itself. What percent of customers purchase products in the store?

It is impossible to tell.

Other Observations:

I have observed the store on several occasions and I suspect the business is really struggling.

East Bay Businesses

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