1. Emotional Map of Shopping Excursion: Ann Taylor Loft Outlet Store
By Angie Johnson
Purpose: To purchase new suit for LRA conference, Black Friday, 11/23/12
Arrival 2:15—Mood neutral Walk to Ann Taylor Loft, Enter Browse suits, 2:30—Mood Walk across store to sale racks, Walk to petite section, 2:55—
2:20—Mood relieved, amused interested but underlying 2:40—Renewed interest in sale Mood task‐oriented, mission‐
annoyance section followed by slight driven
annoyance
• Pull into outlet mall parking lot. • Very cold and windy; glad we didn't • Notice subconsciously that store is • Go straight to size section. • Quickly browse petite racks looking
park farther away. different. • Notice shortage of choice in my for correct size, match.
• Extremely busy, consider parking in
faraway lot and walking. • Enter store, immediately warmer. • Racks are very close together. particular size. • Don’t (ind anything new here.
• Notice people going to car with packages, • Greeted very cheerfully by greeter. • Look back to door and realize store has • Choose several pairs of pants for • Browse shirts for matching w/ suit,
ask if they are leaving. They are, we wait • Surprised greeter is male, dressed been renovated, is smaller. trying on. (ind potential match w/ black suit.
and park fairly close. very casually in plaid (lannel. Looks • Suits are hanging on wall, I notice none • Notice lack of matching jackets in
like he forgot he worked at Eddie are pressed. I'll have to iron when I get correct size.
Bauer. home‐‐very irritated at this idea. • Browse skirts, sweaters, tops section
• Try to (ind my size, no petites here. for matching w/ potential suit
choices.
• Have to wait for others to leave
section in order to browse my sizes.
• Arm is getting slightly tired from
reaching up to rack, which is fairly
high, especially for extra‐small size
section.
Walk to (itting rooms, 3:00—Mood
neutral, then anxious, impatient
Walk back to regular size section in
search of jacket to match pants that
Walk back to sale section, 3:35—
Mood determined, task‐oriented,
Go to checkout, 3:45—Mood
decisive, hurried
Leave store and return to car, 3:55—
Mood relieved, neutral satisfaction
(it, 3:20—Mood fatigued, impatient, decisive level
disappointed, task‐oriented
• Stand at (itting room door, greeted by • Search for black jacket in style I prefer, none • Find cream‐colored sale shirt to match • Stand in a brief line for 4 minutes before • Leave with suit and shirt at 50% of
exasperated workers and asked to please left in my size. in correct size. approaching counter; feel relieved it is not original price, better than I’d do
stand back behind barrier to wait for a • Find another I prefer less, take coat off and • Need to take shirt and selected suit to long. While standing in line attention caught anywhere else without having to have
(itting room. park everything in crowded corner in front another aisle to see colors in better light by scarves in bin near checkout. They are suit tailored. Overall, accomplished task
• Notice (itting room has been changed;
used to be two rows of rooms, now only
of mirror to try on in the middle of store
rather than having to return to dressing
to determine match.
• Decide not to try on, instead eyeball size
50% off but original price $50, outrageously
overpriced for quality. $25 is still way too
on busiest shopping day of year in just
over 1 ½ hrs.
room. much to pay and they are not even that
one row with fewer rooms and smaller and decide it will do. • Overall impression of Ann Taylor outlet
space overall. • Jacket (its, but I don’t prefer it. attractive. store diminished: I dislike renovation,
• Notice sweaters on sale and am tempted
• Wait 5 minutes for room, wishing they had • Notice another jacket in brown that I prefer; to look, but recall I don’t really need • Checkout girl asks if I’ll be using Ann Taylor quality seems lesser, store less organized
not reduced number of (itting rooms.
• Go into (itting room, which is roomy
though I didn’t originally want a brown suit,
I decide style and (it are more important
anything else and am not in the mood
for shopping so go directly to checkout.
credit card, I say no. She asks if I would like
to apply and I tell her I already have one.
and more crowded, (itting rooms not as
convenient, appearance of merchandise
This response ends conversation quickly, less attractive.
enough but not enough hanging racks for
the items I have.
than color, try on brown jacket in correct
size and decide to change overall selection
from black to brown.
which is what I hoped.
• Pay for items while checkout girl folds and
• However, this is one of few places selling
clothes that (it me well, so will probably
• Fairly pleased with (it of pants, jackets too
snug; wishing fabric of the jackets had
some stretch for comfort, but noticed
• Put black pants back and decide to purchase
brown suit.
places them in bag. Notice again suit has
not been steam‐pressed like regular retail
return. If next experience is not
improved, will only buy essentials as
stores do, irritated I’ll have to do this today.
there were none like that to choose from
in the store, though I think there used to
be from this company; consider perhaps
myself. However, suit (its well, which is
most important.
• Spent less $ here today than in past
visits.
the quality of clothes has been reduced
from what I remember.
• Notice there is a sign on wall advertising
50% off the lowest price, with chart
allowing customer to see the reduced
price without having to do the math,
which is somewhat convenient, though
probably unnecessary with a ½
markdown.
• Store workers talking loudly among
themselves as they work to clear dressing
rooms and hang items; their conversation
is somewhat distracting.
• Leave dressing room, holding three pairs
of pants as possible keepers.