are you paying attention
DESCRIPTION
This is my submission for the assignment "Are you paying attention."TRANSCRIPT
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.
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.
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.
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
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
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.
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.
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?
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.
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
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.
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
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.
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?
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:
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
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?
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?
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?
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
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.
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.
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.
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.
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
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?
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?
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.
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.