2. Outside the store-
• Simple, straightforward outward appearance.
• Windows do not have too many advertisements.
• Although plain; the storefront lettering is large and easy
to see from the road.
Environment-
• The store is simple inside and has plain white walls and
dark gray carpet.
• The aisles are wide with and the merchandise is well
organized.
• Very quiet environment and you can only hear the
sound of printers and copy machines.
• The cash register is placed within a small aisle which
appears to be strategically placed to promote impulse
buys.
• Since it is a business supply store, I feel the simple
environment fits the merchandise being sold.
3. Personnel-
• During the 20 minutes I was walking around the store, I was never
asked if I needed any help from an employee.
• At the front of the store there were plenty of sales people which
seemed unusual for a Monday morning.
• The younger sales people were dressed in matching uniforms
which was fitting to the store environment.
• Products-
• The first product I noticed was the large display of back to school
items scattered around the store.
• Products are organized by function in a well stocked manor.
Customers-
• A majority of the customers were alone and many of them were
well dressed in formal business attire.
• It is quite interesting that numerous customers knew exactly what
they were coming for. The majority of the people I saw quickly
grabbed a few items and checked out.
4. Outside the store-
• The colorful logo is very attractive and catchy to the
eye of the public.
• Compared to Officemax, Petsmart has a more
appealing outward appearance.
Environment-
• Walking in the store I first noticed a unique smell that
was similar to cardboard. It was not overpowering or
unpleasant; which others may expect at a pet store.
• I noticed how pet friendly the store is.
• Ex. The store provides free dog treats at the cash
register for customers who bring a pet with them.
5. Personnel-
• Right when I entered the store I was approached by a young sales rep
and was asked if “I needed help finding anything”?
Products-
• There were a wide selection of dog treats and I never noticed that
they had the option of buying dog treats by weight. This allows the
customers to pick a variety of dog treats and bag them themselves.
• The products are organized by type of Animal. The aisles are full with
items and sometimes may even appear to be cluttered.
Customers-
• The few customers that I saw had their dogs with them and the
majority of the customers were female and appeared to be older.
• The customers seemed to be laid back and took their time to browse
the store.
• Seeing that all the customers brought there pets into the store made
me realize that having a store catering to the customers is an
opportunity that could be applied to other business models.
6. Outside the store-
• I felt the store had an attractive appearance with a crafty
logo and colorful window advertisements on the front
window.
• With the slogan under the name “the arts and crafts store”,
it was very clear what type of store I was walking into.
Environment-
• I was surprised to see Fall and Halloween decorations in the
front of the store in the middle of the Summer.
• Walking into the store I noticed how cluttered the store is
with merchandise. It appears that every aisle is completely
filled.
• The cluttered environment fits the idea of the business and
gives off a “Do it yourself” vibe
• There are also various displays of finished projects
throughout the store.
7. Personnel-
• The store was surprisingly busy for a Monday morning and I was
never asked if I needed help.
• The sales people seemed to be in their mid 30s. They appeared
to be very busy as a line was forming at the front.
Products-
• I noticed that they placed the seasonal items in the front of the
store and in the middle of the aisles. (see picture).
• During previous trips to Michaels I had not noticed how hard it
was to find certain items. Looking around it was not exactly clear
to me just how the products were arranged.
• Seeing how the store lacked organization made me realize that it
is sometimes alright to have a disorganized store. It seemed to fit
the atmosphere of being creative.
Customers-
Being a craft store, a majority of the customers were female.
They seemed to be taking their time browsing for new ideas.
I found it interesting that every customer I saw had a cart full of
items.
8. Outside the store-
• Outside, the store looks inviting with a clean and
colorful building.
• Compared to other coffee shops I feel the
appearance puts off a fun vibe.
Environment-
• Like every other time I have been to Dutch Bros,
I am always greeted by a young and sociable
employee.
• As I was walking up I could hear the sound of
techno music. As I got closer I was surprised just
how loud the music was inside the store. All the
employees seemed to be enjoying the music as
they were all singing along.
9. Personnel-
• Immediately after walking up, I was greeted asking what I would
like to order.
• The employees were very friendly as they asked “how my day
was going”.
• The employees were all young and dressed in causal clothes.
• The way they were dressed fit the laid back chill environment of
the coffee shop.
Products-
• Looking over there menu I was surprised to see that it only
consisted of around 15 different items. Compared to other coffee
shops I have been to Dutch Bros is very simple.
Customers-
• All the customers were young adults. Some would stay and hang
out after they got their coffee while others would quickly leave.
Other observations-
• Seeing that a coffee place can be successful by marketing
towards a certain age group I have been given a real world
example of how a business can thrive by finding its own personal
niche in a in a dustry overrun by huge companies.
10. Outside the store-
• Walking up to the store, it looks to have
an elegant appearance. I felt as if I was
going to receive a very high end
product.
Environment-
• The same high end elegant feel was also
present inside the store.
• The environment was quite with people
staring at phones or laptops.
• They had a wide range of comfortable
seating. From the high end leather
chairs I got the feeling that the lobby of
the store was designed for guest to stay
a long period of time.
11. Personnel-
• As I walked up to the counter I was instantly greeted
by a young female. All the employees were dressed in
matching uniforms and maintained a professional
attitude at all times.
Products-
• Looking at all the products, I was amazed by just how
many different items they carry. Within the menu
they advertise countless options to customize your
coffee. (This was far different from Dutch Bros)
Customers-
• The customers all seem to be around there mid-
forties. It was interesting that a majority of the
customers had appeared to come to Starbucks to
work. This pointed out the opportunity to me that if
you design a comfortable place for customers to
gather, they will stay and purchase multiple items
from the store.
12. Outside the store-
• The store looked very inviting .
• It had a modern feel with a giant logo that
could easily be seen from the street.
Environment-
• Entering the store a security guard was
standing at the entrance. This gave the store a
hostile feel
Personnel-
• With the store being busy I was never
approached for help by an employee.
• I found it interesting that there was not a
typical age of employee working. There were
all age groups of employees working the cash
registers.
13. Products-
• As I first walked in, the first product section I saw
was a little food court.
• The placement of the food court seemed to be
designed around catching peoples attention as they
walk into the store. Before this observation, I had
not noticed how effective this was. Countless
parents would buy there children drinks and
popcorn as they passed by.
Customers-
• It was interesting to see just how many families
there were through out the store. A majority of the
customers had at least one kid with them.
• It was also common for each customer to have a
cart full of various items.
