OBSERVATION LAB

ANDREW GWYNN

AUGUST 2ND, 2016PREPARED FOR TEM 431 @ ASU

STORE 1 – BEST BUY

STORE 1 – BEST BUYBased on previous knowledge and experiences with Best Buy and BestBuy.com I am extremely interested in visiting the store. The brand is extremely strong in my inner circles as the company continues to provide quality products and services. The store relies on their iconic image to shepherd customers in. Due to heavy foot traffic the doors are often already open, however they automatically open and close.

STORE 1 – BEST BUYBest Buy uses contrasting colors blue and yellow. Walls, employee uniforms, and signage is typically blue. This reinforces the brand’s image throughout the shopping experience. Certain areas are carpeted and make them feel a bit “exclusive”.

It takes about 3 minutes of wandering around for a store employee to initiate contact. They of course have to adapt to each customer’s question based on the perceived knowledge of technology and their sales goals.

STORE 1 – BEST BUYThe store is extremely brightly lit and places focus on the products. The lighting seems to “energize” the customers into excitement rather than dulling the senses with dim lighting.

The store is mostly quiet but some areas have demonstrations occurring and can be loud.

A typical employee is 18-40 and male. Gender ratio is ~ 70% M, 30% F.

STORE 1 – BEST BUY

Generic pop radio plays throughout the store which is filled with neatly sorted products. Merchandise is sometimes given precedence with special signage, locations, or demonstrations.

Big brands often have their own section within the store. Some names include Apple, Microsoft, Samsung, LG, etc.

I enjoy browsing the latest tech and video games and typically spend about 30 minutes in a Best Buy store.

STORE 2 – TARGET

STORE 2 – TARGET

Targets always seem clean and easy to navigate through. They often are located near restaurants and places people would go to run errands such as Michael’s (arts and crafts/hobby stores), cell phone carrier stores, or Barnes and Noble.

STORE 2 – TARGETWhile Target has grown over the years and now offers most items a family would need, I have always considered them to be better for quick errands rather than a full supermarket/grocery store. I typically shop at Fry’s for my groceries but stop at Target for small, simple things.

They do seem to have a sort-of cult following and have recently released their “Cartwheel” app which offers discounts to members.

STORE 2 – TARGET

White and Red solidifies the Target brand throughout the shopping experience. The entire store has a polished tile/linoleum that is easy to maintain. The store is always brightly lit, quiet, and cleanly stocked.

Most customers are with a spouse or their family and seem to compare multiple products before making a decision.

STORE 2 – TARGETI typically spend about 20 minutes in a Target store and it would take around 4 minutes for a store employee to initiate contact. There are ~ 1 employee to 20 customers. The company relies on their simple and cleanliness to guide customers through without any issues occurring.

Cash registers are located at the front of the store with visible security.

STORE 2 – TARGETEmployees here range from 16-60. Target is a good place for teenagers and young adults to work. Younger employees are a mix of male and female. Most older employees are female.

Workers are required to wear red polo shirts with the Target logo on them and usually wear khaki pants.

Target typically has a clearance section somewhat hidden in the back of the store.

STORE 3 – FRY’S ELECTRONICS

STORE 3 – FRY’S ELECTRONICS

Fry’s electronics is a store I often frequented with my father while growing up. It was often packed with customer gawking at all the latest technology.

The store itself is not too appealing but it has survived thus far.

STORE 3 – FRY’S ELECTRONICSI remember the store being dimly lit (even dark in some areas) which placed the focus on the electronics themselves. I would often lose sense of time in the store with all the bright screens. There are few employees here as the store is mostly a warehouse for techies and hobbyists to choose from.

This time there was a small drone section that caught my eye. Most clearance items are in bins scattered around the store.

STORE 3 – FRY’S ELECTRONICSMost expensive items are in the middle of the store or locked up behind glass. Small parts and old inventory are low to the ground. Each item in the store has a sticker price tag on it.

Customers inherently follow the layout created by the store. Impulse items such as cheap toys, games, candy, drinks, and magazines are near the cash registers.

STORE 4- WALMART

STORE 4- WALMARTWhilst growing up my Mother would shop at Walmart and Sam’s club. As a child and teenager we were forced to spend upwards of an hour at the retail giant.

The brand is one of the most recognizable in the world but has experienced a downturn of late because many Americans hold distaste for the company. They treat many employees unfairly and reap billions in profits while offering meager wages. Also, organic products and smaller stores are becoming a much preferred option.

STORE 4- WALMARTWalmart tends to have a familiar setup across the nation and seem to have almost as many employees as there are customers. There have been times where employees are actually inhibiting patrons as they are literally in our way.

Although there are many employees (perhaps one worker to every five customers) they do not initiate contact with anyone unless provoked.

I’ve noticed two main facets of employees at Walmart. Genders are mixed proportionally but the ages are either young (18-30) or elder (50 -80).

STORE 4- WALMARTThe store is nearly overflowing with aisles, displays, signage, etc. Walmart offers practically anything the average person would need.

Most customers are young couples or families with children. The chain has a stigma that they cater towards low-income families.

STORE 4- WALMARTWalmart touts having “everyday low prices” so there are no clearance sections or many coupons involved.

It is extremely rare for customers to leave the store without purchasing anything. While most people appear to have a specific brand in mind when choosing products, Walmart’s Great Value brand is often the lowest option available.

STORE 5 – TOTAL WINE

STORE 5 – TOTAL WINETotal Wine is a decent option to gear up for a house party or restock the home. Niche stores like this survive because customers enjoy the simplified approach to the shopping experience. When I walk in to a Total Wine I do not have to be distracted with the innumerable choices that a supermarket offers. Instead, I can focus on the task at hand and purchase only what is needed.

STORE 5 – TOTAL WINEThe doors to Total Wine automatically open and close with the heavy foot traffic.

The entire store feels like a warehouse we’ve been exclusively invited to. The retailer has hardwood flooring and various displays with featured new items to try.

The alcohol is well categorized with easy to read pricing. Total Wine offers a membership with rewards for their customers.

STORE 5 – TOTAL WINEEmployees are all helpful and knowledgeable of the products being sold. They can quickly offer suggestions based on various criteria given to them.

There are about 15 customers to every employee but any issues a customer may have is quickly dealt with.

The average worker is 30 years or older with a decent mix between male and females.

STORE 5 – TOTAL WINECustomers can expect the store to be quite packed on holidays but it can be a pleasant experience when the store is less busy.

Depending on the situation, I can spend anywhere between 5 and 30 minutes at a Total Wine. If I am heading to an event and need to bring something I can quickly navigate the store, getting in and out without problems. On the other hand, Total Wine has no qualms when a customer slowly browses the aisles to find interesting new concoctions.

STORE 6 – T-MOBILE

STORE 6 – T-MOBILE

As a T-Mobile customer, I have only had good experiences at their retail stores.

Just recently I purchased an iPad Pro with LTE connectivity. I had to visit them in order to obtain the SIM card and set up the plan because I wasn’t sure which plan was right for me.

STORE 6 – T-MOBILE

T-Mobile store are often quite cramped with locations tucked between other stores. Due to the tight quarters I usually hope to be in the store for less than 20 minutes.

Customers more than likely upgrade their phones online and have the device shipped. Therefore, wireless carriers seem to agree that smaller and fewer locations are needed to serve their customers.

STORE 6 – T-MOBILE

The less-is-more business model works well most of the time. Doing so allows T-Mobile to keep costs down and offer less expensive plans. This approach only fails when major phones are launched.

Samsung and Apple phone releases will no doubt cause lines and headaches for both T-Mobile customers and employees.