This is my submission for the assignment "Are you paying attention."

1. My
name
is
Caroline
Smith.
Below
I
have
written
observations
of
six
stores
I
visited
(four
in
Brooklyn,
two
in
Washington,
D.C.).
After
each
store,
I
include
insights
and
hidden
opportunities.
Store
1:
Lion
in
the
Sun
of
Park
Slope
232
7th
Avenue
Brooklyn,
NY
11215
Before
you
enter
the
store:
Does
the
store
draw
you
in?
If
so,
how?
Yes.
There
was
a
colourful
window
display
that
had
cards
arranged
by
colour.
Is
the
door
open
or
closed?
The
door
was
closed.
How
does
this
make
you
feel?
I
don’t
mind
either
way.
How
big
is
the
sign
lettering
and
in
what
font?
The
store
had
two
awnings.
The
name
filled
one
whole
awning
and
another
had
the
the
letters
“LS”
in
beautiful,
calligraphic
font.

2. What
does
it
tell
you
about
the
store?
It
gave
me
the
impression
that
this
was
a
high-­‐end
stationery
store.
Environment:
What
is
the
color
scheme
of
the
store?
How
does
this
affect
you?
The
colours
were
brown,
the
wall
was
painted
a
warm
orange.
It
made
me
feel
calm
and
cozy.
What
type
of
floor
does
the
store
have?
How
does
this
affect
the
environment?
There
were
hardwood
floors
that
contributed
to
the
warm,
clean
vibe.
How
high
is
the
ceiling?
How
does
this
feel?
The
ceiling
was
regularly
sized.
I
had
no
opinion
either
way.
How
brightly
lit
is
the
store?
How
does
this
affect
you?
The
store
was
medium
lit.
This
contributed
to
the
warm
vibe.
How
loud
is
the
environment?
The
store
was
quiet.
What
is
causing
the
noise?
A
sound
system
was
playing
music.
Is
there
music
playing?
If
so,
does
it
fit
the
environment?
An
Adele
song
played
when
I
was
there.
This
was
fine,
but
I
think
twee
or
folk
music
would
have
been
more
fitting.
Is
the
store
warm
or
cold?
The
store
was
warm.
Is
the
store
crowded
with
merchandise
or
is
it
sparse?
The
store
was
full
of
merchandise,
but
not
overly
crowded.
There
were
numerous
turning
display
card
cases
and
shelves
and
racks,
but
there
was
still
floor
space
to
walk.
Does
the
store
have
a
distinctive
smell?
There
was
a
paper
smell.
Where
is
the
cash
register
located?
The
cash
register
was
located
in
the
middle
on
the
left
side
wall.
How
visible
is
the
store
security?
There
was
a
security
camera
above
the
entrance.
It
was
not
overly
visible.
How
long
do
you
want
to
stay
in
this
store?
15-­‐20
minutes.
Does
the
environment
influence
the
perceived
value
of
the
merchandise?
Yes.

3.
Personnel:
How
long
does
it
take
before
a
sales
person
initiates
contact?
There
was
one
man
sitting
in
the
middle
of
the
store
looking
down.
When
we
made
our
way
toward
the
middle
of
the
store,
he
greeted
us
and
asked
if
we
needed
any
help.
When
I
went
to
the
store
a
different
day,
there
were
three
people
working
and
a
woman
greeted
me
and
asked
if
I
needed
help
almost
immediately.
Does
the
salesperson
have
a
script
to
follow
with
each
customer?
No.
Does
the
salesperson
treat
different
customers
differently?
No.
What
is
the
ratio
of
salespeople
to
customers?
1:4
What
age
and
gender
are
the
employees?
There
was
a
man
and
a
woman
who
were
middle-­‐aged.
Are
the
salespeople
using
the
store
products?
No.
Do
the
salespeople
have
a
uniform?
No.
Do
the
salespeople
match
the
stores
image?
Yes.

5.
Products:
What
is
the
first
product
that
you
notice?
I
first
noticed
the
displays
of
cards.
Is
there
a
central
display
table
with
featured
products?
Yes.
This
displayed
bags.
Where
are
items
that
are
“for
sale”
located
in
the
store?
They
are
located
on
the
walls
of
the
store
and
in
one
enclave
near
the
front.
How
are
the
products
arranged?
By
function?
By
price?
By
color?
They
are
arranged
by
function
(cards,
paper,
gifts)
and
theme
(birthday,
etc)
and
colour.
Are
there
free
samples
or
demonstrations?
No.
What
products
are
at
eye
level?
Most
of
the
merchandise
was
at
eye
level.
What
items
in
the
store
are
in
the
least
accessible
locations?
Sheets
of
printed
paper
and
a
selection
of
different
ribbons
were
located
behind
the
cash
register/counter
and
therefore
less
accessible.
Where
are
the
most
and
least
expensive
products
located?
The
merchandise
was
similarly
priced
and
located
all
throughout
the
store.
I
assume
the
custom
stationary
would
be
the
most
expensive,
and
that
had
its
own
section
in
the
back
left
corner
of
the
store.
There
were
tables
set
out
in
that
area
for
people
to
mix
and
match
colours
and
styles
and
create
their
own
stationary.
Are
the
prices
of
the
products
easy
to
find?
Yes.
Are
there
impulse
items
near
the
cash
register?
Yes.
Customers:
Are
most
customers
alone
or
with
someone
else?
What
is
the
relationship?
Customers
tended
to
come
in
by
themselves.
What
is
the
average
age
and
gender
of
the
customers?
Female;
age
range
from
mid
20s
to
40s.
When
a
customer
enters
the
store,
do
they
tend
to
walk
in
the
same
path
or
direction?
No.
They
could
either
walk
into
the
store
or
into
the
enclave
to
the
front

6. right.
How
long
do
customers
stay
in
the
store,
on
average?
15-­‐20
minutes
Does
the
customer
touch
the
products?
Is
this
encouraged?
Yes,
they
picked
up
cards
to
read.
Yes.
Do
most
customers
appear
to
be
on
a
mission
or
are
they
browsing?
Many
seemed
to
be
just
browsing.
What
percent
of
customers
purchase
products
in
the
store?
About
40-­‐50%.
Other
Observations:
The
store
offered
specialty
stationary
in
addition
to
high-­‐end
cards.
As
such,
I
feel
like
the
people
who
shop
there
are
more
inclined
to
purchase
something
since
it
is
so
specialized.
Insights/Hidden
Opportunities:
The
store
advertises
itself
as
offering
custom
invitations,
fine
stationary,
cards
and
gifts.
However,
I
thought
the
weakest
merchandise
was
the
gifts.
It
made
no
sense
to
me
why
the
display
table
had
bags!
There
didn’t
seem
to
be
as
clear
of
a
target
audience
for
the
gifts
as
for
the
stationary.
I
think
the
store
could
focus
on
more
paper
goods
and
be
more
creative
with
how
they
display
them
as
well
(perhaps
using
paper
to
construct
a
tree
and
then
“hang”
Christmas
cards
as
ornaments).
Store
2:
Eric
on
Seventh
202
7th
Avenue
Brooklyn,
NY
11215

8.
Before
you
enter
the
store:
Does
the
store
draw
you
in?
If
so,
how?
Yes.
There
was
a
handsome
window
display
of
shoes
and
a
vintage
typewriter.
Is
the
door
open
or
closed?
The
door
was
closed.
How
does
this
make
you
feel?
I
don’t
mind
either
way.
How
big
is
the
sign
lettering
and
in
what
font?
The
store
had
a
big
front
window
and
blue
awning
with
the
name
prominently
displayed
on
the
awning
in
thin
type.
What
does
it
tell
you
about
the
store?
The
display
and
the
font
gave
me
the
impression
that
this
was
a
high-­‐
end
shoe
store.

9.
Environment:
What
is
the
color
scheme
of
the
store?
How
does
this
affect
you?
Black
leather,
brown.
It
made
me
feel
like
I
was
in
an
upscale
refined
setting.
What
type
of
floor
does
the
store
have?
How
does
this
affect
the
environment?
There
was
a
light
hardwood
floor,
which
lent
to
the
bright,
clean,
upscale
vibe.
How
high
is
the
ceiling?
How
does
this
feel?
The
ceiling
was
regularly
sized.
It
didn’t
cause
me
to
feel
anything
either
way.
How
brightly
lit
is
the
store?
How
does
this
affect
you?
It
was
brightly
lit,
which
made
me
feel
fresh
and
awake
(not
to
mention
the
lights
were
inside
flower
lamp
shades).
How
loud
is
the
environment?
Not
very
loud.
What
is
causing
the
noise?
Customers
speaking
caused
the
loudest
noise.

10. Is
there
music
playing?
If
so,
does
it
fit
the
environment?
There
was
a
sound
system
playing
a
classical
music
radio
station.
It
fit
the
vibe.
Is
the
store
warm
or
cold?
I
think
the
store
felt
warm
specifically
because
of
the
black
leather
benches.
Is
the
store
crowded
with
merchandise
or
is
it
sparse?
The
store
was
full
of
merchandise,
but
not
overly
crowded.
There
were
luxurious
black
leather
benches
in
the
middle,
but
the
rest
of
the
floor
space
was
open.
Does
the
store
have
a
distinctive
smell?
Yes!
Amazing
leather!
Where
is
the
cash
register
located?
The
cash
register
was
located
in
the
back
left
corner.
How
visible
is
the
store
security?
It
was
not
visible.
How
long
do
you
want
to
stay
in
this
store?
30
minutes
Does
the
environment
influence
the
perceived
value
of
the
merchandise?
Absolutely.
Personnel:
How
long
does
it
take
before
a
sales
person
initiates
contact?
There
were
two
salespeople
who
were
talking
to
other
customers
so
it
took
a
while.
Does
the
salesperson
have
a
script
to
follow
with
each
customer?
No.
Does
the
salesperson
treat
different
customers
differently?
No.
What
is
the
ratio
of
salespeople
to
customers?
1:6
What
age
and
gender
are
the
employees?
Middle-­‐aged
man
and
woman.
Are
the
salespeople
using
the
store
products?
Yes.
Do
the
salespeople
have
a
uniform?
No.
Do
the
salespeople
match
the
stores
image?

11. Yes.
Products:
What
is
the
first
product
that
you
notice?
Boots.
Is
there
a
central
display
table
with
featured
products?
No.
Where
are
items
that
are
“for
sale”
located
in
the
store?
All
of
the
shoes
were
on
shelves
along
the
walls.
How
are
the
products
arranged?
By
function?
By
price?
By
color?
The
shoes
were
arranged
by
type.
Are
there
free
samples
or
demonstrations?
No.
What
products
are
at
eye
level?
The
most
expensive
shoes
were
at
eye
level.
What
items
in
the
store
are
in
the
least
accessible
locations?
I
didn’t
feel
like
there
were
any
items
that
were
not
accessible.
Where
are
the
most
and
least
expensive
products
located?
The
most
expensive
shoes
were
along
the
wall
at
eye-­‐level.
The
least
expensive
were
closer
to
the
floor
and
at
the
back
of
the
store.
Are
the
prices
of
the
products
easy
to
find?
Yes.
Are
there
impulse
items
near
the
cash
register?
No.
Customers:
Are
most
customers
alone
or
with
someone
else?
What
is
the
relationship?
When
I
was
there,
most
customers
came
with
someone
else;
a
friend,
significant
other.
What
is
the
average
age
and
gender
of
the
customers?
The
genders
were
a
mix
and
the
ages
were
mid
30s.
When
a
customer
enters
the
store,
do
they
tend
to
walk
in
the
same
path
or
direction?
Yes.
There
is
really
only
one
direction
to
go
since
it’s
small.
How
long
do
customers
stay
in
the
store,
on
average?
30+
minutes.
Do
customer
touch
the
products?
Is
this
encouraged?
Yes
and
yes.

12. Do
most
customers
appear
to
be
on
a
mission
or
are
they
browsing?
When
I
was
there,
they
seemed
to
browse.
What
percent
of
customers
purchase
products
in
the
store?
I’d
estimate
about
30-­‐40%.
Other
Observations:
The
aesthetic
was
sophisticated,
clean.
It’s
a
striking
difference
from
a
shoe
store
like
Payless,
where
the
shoes
are
in
boxes
from
floor
to
ceiling.
In
fact,
I
didn’t
see
a
single
shoebox
in
sight!
Insights/Hidden
Opportunities:
The
store
had
a
very
strong
vision
for
what
it
was
and
who
its
target
audience
was.
Their
merchandise
was
not
that
varied,
but
if
you
were
in
the
market
for
a
fine
pair
of
boots
or
shoes,
there
was
no
better
place.
I
think
this
is
very
savvy
and,
if
successful,
I
think
the
owners
could
open
up
a
different
store
focusing
on
different
styles
of
shoes
(but
limiting
that
style
selection
as
well).
Store
3:
Norman
&
Jules
158
7th
Avenue
Brooklyn,
NY

13.
Before
you
enter
the
store:
Does
the
store
draw
you
in?
If
so,
how?
Yes,
there
was
a
fun
window
display
and
the
door
was
open.
Is
the
door
open
or
closed?
The
door
was
open.
How
does
this
make
you
feel?
It
felt
welcoming.
How
big
is
the
sign
lettering
and
in
what
font?
There
was
a
cute
sign
with
side
profiles
of
a
boy
and
girl.
The
name
of
the
store
(and
when
it
was
established)
was
also
above
the
store
in
clean,
serif
font.

14.
What
does
it
tell
you
about
the
store?
It
gave
the
vibe
of
being
high-­‐end
and
slightly
vintage.
Environment:
What
is
the
color
scheme
of
the
store?
How
does
this
affect
you?
White
and
exposed
brick.
I
feel
like
it
gave
a
clean
and
stylish
vibe.
What
type
of
floor
does
the
store
have?
How
does
this
effect
the

15. environment?
The
store
had
a
grey
tile
floor.
How
high
is
the
ceiling?
How
does
this
feel?
The
ceiling
was
regularly
sized.
I
had
no
opinion
either
way.
How
brightly
lit
is
the
store?
How
does
this
affect
you?
The
store
was
bright.
Coupled
with
the
fun
merchandise,
it
made
me
feel
energetic
and
happy.
How
loud
is
the
environment?
The
noise
level
depended
on
how
many
people/kids
were
in
the
store.
What
is
causing
the
noise?
People
were
the
source
of
the
noise.
Is
there
music
playing?
If
so,
does
it
fit
the
environment?
No.
Is
the
store
warm
or
cold?
I
felt
like
the
store
was
cold,
but
perhaps
it
was
because
I
was
comparing
it
to
loud,
ostentatious
stores
like
Toys
R
Us.
Is
the
store
crowed
with
merchandise
or
is
it
sparse?
The
store
was
full
of
merchandise,
but
not
overly
crowded.
There
was
still
floor
space
to
walk.
Does
the
store
have
a
distinctive
smell?
Yes,
there
was
definitely
a
manufactured
smell
(hints
of
cinnamon
maybe?)
Where
is
the
cash
register
located?
Toward
the
front
right
corner
near
the
entrance.
How
visible
is
the
store
security?
It
was
not
immediately
visible.
How
long
do
you
want
to
stay
in
this
store?
I
think
kids
would
want
to
spend
30-­‐35
minutes
at
least.
Does
the
environment
influence
the
perceived
value
of
the
merchandise?
Yes.
Personnel:
How
long
does
it
take
before
a
sales
person
initiates
contact?
The
salesman
was
busy
with
other
customers,
so
it
took
a
while
for
him
to
approach
me.
Does
the
salesperson
have
a
script
to
follow
with
each
customer?
No.

16. Does
the
salesperson
treat
different
customers
differently?
Yes.
The
salesman
asked
what
I
was
doing
when
he
saw
me
completing
this
assignment
and
then
asked
me
to
leave.
What
is
the
ratio
of
salespeople
to
customers?
1:8
What
age
and
gender
are
the
employees?
There
was
one
man
who
appeared
to
be
in
his
30s.
When
I
went
back
on
a
different
day,
there
was
a
man
and
a
woman
who
both
appeared
to
be
in
their
30s.
Are
the
salespeople
using
the
store
products?
No.
Do
the
salespeople
have
a
uniform?
No.
Do
the
salespeople
match
the
stores
image?
As
I
imagine
the
customers
are
upper-­‐middle
class
young
parents,
I
do
believe
this
man
matched
the
image
of
the
clientele.
Products:
What
is
the
first
product
that
you
notice?
The
first
thing
I
saw
were
brightly
coloured
wooden
blocks
on
the
shelf.
Is
there
a
central
display
table
with
featured
products?
Yes.
Toward
the
back,
there
was
a
table
with
dollhouses
that
were
at
eye-­‐level
for
adults
and
there
was
a
table
with
a
wooden
train
set
that
was
at
eye-­‐level
for
kids.
Where
are
items
that
are
“for
sale”
located
in
the
store?
The
merchandise
was
located
on
walls
around
the
store
and
on
two
tables
in
the
middle.
How
are
the
products
arranged?
By
function?
By
price?
By
color?
Items
seemed
to
be
arranged
by
type
(ie
dolls
and
blocks
together).
Are
there
free
samples
or
demonstrations?
Yes.
Kids
could
play
with
the
wooden
train
set
in
the
back.
What
products
are
at
eye
level?
For
kids,
it
seemed
like
smaller
products
(products
they
could
pick
up)
were
at
eye-­‐level.
What
items
in
the
store
are
in
the
least
accessible
locations?
Items
that
were
big
or
took
up
space
were
on
the
top
shelves
and
required
assistance.
Where
are
the
most
and
least
expensive
products
located?

17. I
felt
like
the
more
expensive
products
were
out
of
reach
of
the
kids.
Are
the
prices
of
the
products
easy
to
find?
Yes.
Are
there
impulse
items
near
the
cash
register?
Yes.
Customers:
Are
most
customers
alone
or
with
someone
else?
What
is
the
relationship?
It
was
a
mix,
but
I’d
say
most
came
in
with
children.
What
is
the
average
age
and
gender
of
the
customers?
The
genders
were
mixed.
The
parents
seemed
to
be
in
their
30s
and
their
kids
appeared
to
be
toddlers,
around
5
years
old.
There
were
older
customers
too,
who
were
probably
grandparents.
When
a
customer
enters
the
store,
do
they
tend
to
walk
in
the
same
path
or
direction?
Yes.
There
is
really
only
one
direction
to
go
since
it’s
small.
How
long
do
customers
stay
in
the
store,
on
average?
I’d
say
they
spend
on
average
25-­‐30
minutes
in
the
store.
Do
customers
touch
the
products?
Is
this
encouraged?
Yes
and
yes.
Do
most
customers
appear
to
be
on
a
mission
or
are
they
browsing?
Most
seemed
to
be
browsing
with
their
children,
letting
their
children
choose
what
they
liked.
What
percent
of
customers
purchase
products
in
the
store?
I
imagine
30-­‐40%.
Other
Observations:
Although
the
atmosphere
was
definitely
more
subdued
and
quieter
and
less
inviting
than
a
Toys
R
Us,
this
fit
with
the
aesthetic
of
the
toys.
The
slightly
vintage
signage
contributed
to
a
sense
that
these
toys
were
“crafted”
instead
of
mass-­‐produced.
Almost
everything
was
made
out
of
cloth
or
wood
as
opposed
to
plastic.
Insights/Hidden
Opportunities:

18. I
thought
their
placement
of
their
display
tables
in
the
back
was
brilliant.
It
allowed
kids
to
play
but
in
an
area
that
did
not
disrupt
traffic.
It’s
obviously
important
to
let
the
kids
interact
with
the
toy.
I
also
thought
the
placement
of
toys
at
a
kids
eye
level
was
well-­‐executed.
The
toys
were
easy
to
pick
up
and
hold
and
play
with.
Store
4:
Valley
Shepherd
211
7th
Avenue
Brooklyn,
NY
11215
Before
you
enter
the
store:
Does
the
store
draw
you
in?
If
so,
how?
Yes.
There
was
a
well-­‐decorated
window
display
and
a
chalkboard

19. outside
that
spotlighted
some
of
their
products.
Is
the
door
open
or
closed?
The
door
was
open.
How
does
this
make
you
feel?
It
made
me
feel
welcome.
How
big
is
the
sign
lettering
and
in
what
font?
There
was
an
awning
over
the
entrance
and
the
name
took
up
the
whole
awning.
The
font
was
serif
and
had
a
quaint,
playfulness
to
it.
What
does
it
tell
you
about
the
store?
It
made
me
feel
like
I
was
entering
into
a
place
that
was
wholesome
and
cozy.
Environment:
What
is
the
color
scheme
of
the
store?
How
does
this
affect
you?
The
walls
were
painted
a
light
green
and
the
display
tables
and
floor
were
wooden.
This
contributed
to
my
sense
of
quaint
and
cozy.
What
type
of
floor
does
the
store
have?
How
does
this
effect
the
environment?

20. The
floor
was
dark
hardwood.
It
made
it
feel
cozy.
How
high
is
the
ceiling?
How
does
this
feel?
The
ceiling
was
regularly
sized.
It
didn’t
cause
me
to
feel
anything
either
way.
How
brightly
lit
is
the
store?
How
does
this
affect
you?
The
store
was
brightly
lit.
It
made
me
feel
like
I
was
in
a
clean,
nice
environment.
How
loud
is
the
environment?
Not
too
loud.
What
is
causing
the
noise?
The
machines
that
kept
the
cheese
and
perishable
products
made
the
loudest
noise.
Is
there
music
playing?
If
so,
does
it
fit
the
environment?
There
was
music
and
it
was
fitting.
Is
the
store
warm
or
cold?
The
store
was
warm.
Is
the
store
crowed
with
merchandise
or
is
it
sparse?
The
store
was
full
of
merchandise,
but
not
overly
crowded.
There
was
still
floor
space
to
walk.
Does
the
store
have
a
distinctive
smell?
Yes,
it
smelled
like
cheese.
Where
is
the
cash
register
located?
The
register
was
located
in
the
back.
How
visible
is
the
store
security?
There
was
no
visible
security.
How
long
do
you
want
to
stay
in
this
store?
15-­‐20
minutes
Does
the
environment
influence
the
perceived
value
of
the
merchandise?
Yes.
Personnel:
How
long
does
it
take
before
a
sales
person
initiates
contact?
There
were
two
salespeople
located
in
the
back.
When
I
approached
them
they
said
hello
and
asked
if
I
needed
help.
Does
the
salesperson
have
a
script
to
follow
with
each
customer?
No,
unless
you
count
their
answers
to
where
different
cheeses
came
from.
Does
the
salesperson
treat
different
customers
differently?

21. No.
What
is
the
ratio
of
salespeople
to
customers?
2:6
What
age
and
gender
are
the
employees?
They
were
a
man
and
woman
in
their
young
30s.
Are
the
salespeople
using
the
store
products?
Yes.
Do
the
salespeople
have
a
uniform?
They
wore
aprons.
Do
the
salespeople
match
the
stores
image?
Yes.
Products:
What
is
the
first
product
that
you
notice?
The
first
thing
I
noticed
was
the
display
table
with
chocolates.
Is
there
a
central
display
table
with
featured
products?
Yes.
Where
are
items
that
are
“for
sale”
located
in
the
store?
The
items
are
located
on
shelves
and
display
cases
around
the
perimeter.
How
are
the
products
arranged?
By
function?
By
price?
By
color?
They
are
arranged
by
type
(crackers,
sweets,
etc).
Are
there
free
samples
or
demonstrations?
Yes.
What
products
are
at
eye
level?
Everything.
What
items
in
the
store
are
in
the
least
accessible
locations?
The
expensive
cheeses
which
were
in
a
refrigerated
case
in
the
back.
Where
are
the
most
and
least
expensive
products
located?
The
expensive
cheeses
which
were
in
a
refrigerated
case
in
the
back.
Everything
else
had
similar
price
points.
Are
the
prices
of
the
products
easy
to
find?
Yes.
Are
there
impulse
items
near
the
cash
register?
Yes.
Customers:
Are
most
customers
alone
or
with
someone
else?
What
is
the
relationship?

22. There
was
a
mix
of
customers
who
came
in
by
themselves
and
who
came
in
with
their
kids.
What
is
the
average
age
and
gender
of
the
customers?
Late
20s
to
50s
When
a
customer
enters
the
store,
do
they
tend
to
walk
in
the
same
path
or
direction?
Yes.
There
is
really
only
one
direction
to
go
since
it’s
small.
How
long
do
customers
stay
in
the
store,
on
average?
15-­‐20
minutes
Do
customer
touch
the
products?
Is
this
encouraged?
Yes.
Do
most
customers
appear
to
be
on
a
mission
or
are
they
browsing?
Many
seemed
to
just
browse.
What
percent
of
customers
purchase
products
in
the
store?
40-­‐50%.
Other
Observations:
Insights/Hidden
Opportunities:
The
kind
employees
were
the
highlight.
However,
you
didn’t
get
to
interact
with
them
until
you
went
to
the
back
of
the
store.
They
handed
out
free
mulled
cider
and
cheese
when
you
went
back,
but
I
think
it
would
be
a
strategic
touch
to
put
some
out
on
a
display
table
for
people
to
try
as
soon
as
they
walk
in.
This
would
even
lend
to
its
cozy
feel.
Store
5:
Urban
Outfitters

23.
Before
you
enter
the
store:
Does
the
store
draw
you
in?
If
so,
how?
Yes,
the
window
displays
were
amazing.
There
were
even
moving
objects.
Is
the
door
open
or
closed?
How
does
this
make
you
feel?
Open.
Welcome.
How
big
is
the
sign
lettering
and
in
what
font?
The
store
name
was
large.
The
font
was
sans
serif
with
some
of
the
letters
filled
in.
What
does
it
tell
you
about
the
store?
I
felt
everything
about
it
was
very
trendy
and
that
the
target
audience
was
definitely
in
their
20s-­‐30s.

25.
Environment:
What
is
the
color
scheme
of
the
store?
How
does
this
affect
you?
Light
green
walls
and
light
wood.
It
gave
me
the
feeling
of
being
in
a
hip
place.
What
type
of
floor
does
the
store
have?
How
does
this
effect
the
environment?
The
floor
was
light
concrete.
How
high
is
the
ceiling?
How
does
this
feel?
The
ceiling
was
very
high.
It
made
me
feel
like
there
was
a
lot
I
needed
to
see
and
that
this
was
going
to
be
a
shopping
venture.
How
brightly
lit
is
the
store?
How
does
this
affect
you?
The
store
was
very
bright.
It
made
me
feel
energetic.
How
loud
is
the
environment?
Not
too
loud.
I
could
still
carry
on
a
conversation
if
I
wanted.
What
is
causing
the
noise?
Music
was
playing
loudly
over
a
sound
system.
Is
there
music
playing?
If
so,
does
it
fit
the
environment?
Yes
and
yes.

26. Is
the
store
warm
or
cold?
Warm.
Is
the
store
crowed
with
merchandise
or
is
it
sparse?
The
store
was
crowded.
Even
though
you
could
walk
easily,
I
still
felt
like
my
senses
were
overloaded
a
bit.
Does
the
store
have
a
distinctive
smell?
The
store
smelled
of
wood
and
had
a
slight
cologne
scent.
Where
is
the
cash
register
located?
The
register
was
located
on
the
first
floor
in
the
middle
of
the
left
wall
toward
the
back.
How
visible
is
the
store
security?
There
were
alarms
at
the
entrance
to
catch
shoplifters.
How
long
do
you
want
to
stay
in
this
store?
30-­‐35
minutes
Does
the
environment
influence
the
perceived
value
of
the
merchandise?
There
is
a
big
price
range,
but
overall,
I
think
the
trendy
atmosphere
represents
the
trendy
(not
necessarily
high-­‐quality)
merchandise.
Personnel:
How
long
does
it
take
before
a
sales
person
initiates
contact?
I
was
greeted
by
a
man
at
the
entrance,
but
after
that
no
one
spoke
to
me
unless
I
approached
them.
Does
the
salesperson
have
a
script
to
follow
with
each
customer?
Other
than
the
greeter,
no.
Does
the
salesperson
treat
different
customers
differently?
No.
What
is
the
ratio
of
salespeople
to
customers?
6:6
when
I
was
there
at
a
slow
time.
What
age
and
gender
are
the
employees?
Male
and
female
in
their
20s.
Are
the
salespeople
using
the
store
products?
Yes.
Do
the
salespeople
have
a
uniform?
No,
Do
the
salespeople
match
the
stores
image?
Yes.

27. Products:
What
is
the
first
product
that
you
notice?
There
were
many
displays
when
you
entered,
but
what
caught
my
eye
were
the
outfits
on
the
hanging
mannequins.
Is
there
a
central
display
table
with
featured
products?
Yes.
Where
are
items
that
are
“for
sale”
located
in
the
store?
All
throughout.
In
the
middle
of
the
floor,
on
the
walls.
How
are
the
products
arranged?
By
function?
By
price?
By
color?
They
seemed
to
be
arranged
by
aesthetic.
Cheap
objects
would
be
displayed
alongside
more
expensive
items.
Are
there
free
samples
or
demonstrations?
No.
What
products
are
at
eye
level?
Everything.
What
items
in
the
store
are
in
the
least
accessible
locations?
Nothing
was
really
inaccessible.
Where
are
the
most
and
least
expensive
products
located?
The
least
expensive
items
(like
socks)
would
be
on
their
own
display
stands.
Expensive
items
tended
to
be
displayed
prominently.
Are
the
prices
of
the
products
easy
to
find?
Yes.
Are
there
impulse
items
near
the
cash
register?
Yes.
Customers:
Are
most
customers
alone
or
with
someone
else?
What
is
the
relationship?
Most
were
alone.
What
is
the
average
age
and
gender
of
the
customers?
Teens
to
early
30s
When
a
customer
enters
the
store,
do
they
tend
to
walk
in
the
same
path
or
direction?
No.
How
long
do
customers
stay
in
the
store,
on
average?
30-­‐45
minutes
Do
customers
touch
the
products?
Is
this
encouraged?
Yes.

28. Do
most
customers
appear
to
be
on
a
mission
or
are
they
browsing?
Many
seemed
to
just
browse.
What
percent
of
customers
purchase
products
in
the
store?
20-­‐40%
Other
Observations:
Insights/Hidden
Opportunities:
I
can
tell
UO
has
researched
its
target
audience
very
well.
There
were
a
lot
of
items
that
weren’t
clothing
but
that
appealed
to
their
target
audience
simple
because
it
referenced
jokes
and
memes
and
cultural
aspects
the
target
follows.
I
think
the
store’s
weakest
link
were
the
apathetic
employees.
I
would
have
felt
a
lot
more
comfortable
about
shopping
and
looking
for
merchandise
had
I
not
gotten
the
feeling
I
was
“bothering”
someone.
Store
6:
Ann
Taylor
Loft

29.
Before
you
enter
the
store:
Does
the
store
draw
you
in?
If
so,
how?
Personally,
I
didn’t
find
the
window
display
that
appealing,
but
this
is
the
kind
of
store
that
is
not
trying
to
target
me.
Is
the
door
open
or
closed?
How
does
this
make
you
feel?
The
door
was
closed.
I
had
no
opinion
either
way.
How
big
is
the
sign
lettering
and
in
what
font?
The
sing
was
big
and
the
font
was
skinny
and
sans
serif.
What
does
it
tell
you
about
the
store?
This
told
me
the
store
was
reasonably
expensive.
Environment:
What
is
the
color
scheme
of
the
store?
How
does
this
affect
you?
White.
What
type
of
floor
does
the
store
have?
How
does
this
effect
the
environment?

30. It
had
white
tiles
and
dark
hardwood
along
the
sides.
How
high
is
the
ceiling?
How
does
this
feel?
The
ceiling
was
of
average
height.
I
did
not
have
an
opinion
either
way.
How
brightly
lit
is
the
store?
How
does
this
affect
you?
The
store
was
very
bright.
It
made
me
feel
like
I
was
in
a
clean
space.
How
loud
is
the
environment?
Not
too
loud.
There
was
some
music
playing.
What
is
causing
the
noise?
Music
was
playing
over
the
sound
system.
Is
there
music
playing?
If
so,
does
it
fit
the
environment?
Yes
and
well
enough.
Is
the
store
warm
or
cold?
Warm.
Is
the
store
crowed
with
merchandise
or
is
it
sparse?
The
store
had
a
lot
of
merchandise,
but
was
not
overwhelming.
Does
the
store
have
a
distinctive
smell?
No.
Where
is
the
cash
register
located?
In
the
middle
on
the
left
wall.
How
visible
is
the
store
security?
It
was
not
visible.
How
long
do
you
want
to
stay
in
this
store?
10-­‐15
minutes.
Does
the
environment
influence
the
perceived
value
of
the
merchandise?
I’d
say
some
of
the
items
seemed
higher
priced
than
the
environment
indicated.
Personnel:
How
long
does
it
take
before
a
sales
person
initiates
contact?
No
one
made
contact
with
me.
Does
the
salesperson
have
a
script
to
follow
with
each
customer?
No.
Does
the
salesperson
treat
different
customers
differently?
Yes.
I
was
not
dressed
like
their
regular
customer,
so
I
was
never
approached.
What
is
the
ratio
of
salespeople
to
customers?
3:6
What
age
and
gender
are
the
employees?

31. All
female;
20s
to
30s.
Are
the
salespeople
using
the
store
products?
Yes.
Do
the
salespeople
have
a
uniform?
No.
Do
the
salespeople
match
the
stores
image?
Yes.
Products:
What
is
the
first
product
that
you
notice?
I
first
saw
a
table
of
camis
and
two
mannequins
modeling
outfits.
Is
there
a
central
display
table
with
featured
products?
Yes.
Where
are
items
that
are
“for
sale”
located
in
the
store?
Items
were
located
along
the
wall
and
on
display
tables.
How
are
the
products
arranged?
By
function?
By
price?
By
color?
The
products
seemed
arranged
by
outfit.
Are
there
free
samples
or
demonstrations?
No.
What
products
are
at
eye
level?
Everything.
What
items
in
the
store
are
in
the
least
accessible
locations?
Nothing
was
really
inaccessible.
Where
are
the
most
and
least
expensive
products
located?
Items
were
mixed.
Are
the
prices
of
the
products
easy
to
find?
Yes.
Are
there
impulse
items
near
the
cash
register?
Yes.
Customers:
Are
most
customers
alone
or
with
someone
else?
What
is
the
relationship?
Most
were
alone.
What
is
the
average
age
and
gender
of
the
customers?
Mid
20s
to
50s
When
a
customer
enters
the
store,
do
they
tend
to
walk
in
the
same
path
or
direction?
No.

32. How
long
do
customers
stay
in
the
store,
on
average?
25-­‐30
minutes
Do
customers
touch
the
products?
Is
this
encouraged?
Yes.
Do
most
customers
appear
to
be
on
a
mission
or
are
they
browsing?
Many
seemed
to
just
browse.
What
percent
of
customers
purchase
products
in
the
store?
20-­‐30%
Other
Observations:
Loft
was
the
first
store
I
entered
that
displayed
products
that
were
on
sale
versus
simply
displaying
products.
The
store
had
a
very
“department
store”
feel
and
no
real
personality.
Insights/Hidden
Opportunities:
I
know
the
target
audience
is
professional
working
woman,
but
I
think
they
could
make
the
atmosphere
more
fun.
Have
the
mannequins
talking
on
a
phone
or
making
coffee
or
chatting
to
each
other
around
the
water
cooler.
Make
me
imagine
myself
looking
glamorous
in
the
mundane.
If
your
price
points
are
going
to
be
this
high,
sell
me
an
image,
not
just
an
overpriced
blouse.
The
window
display
did
not
grab
my
attention
like
Urban
Outfitters
did,
but
I
think
they
know
their
target
audience
well
enough
to
construct
a
persona
and
sell
it.