Rahel Cete Stanford

7/31/2019 Rahel Cete Stanford

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Are You Paying Attention?

Observation Lab

Professor Tina Seelig

By Rahel M. Cete, New York City, November 1


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Diane von FurstenbergLOccitane en ProvenceWhole FoodsLittle Pie CompanyFood EmporiumThe Soup Man (formerly known as the Soup Nazi in

the TV serious Seinfeld)

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AGENDA


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Before entering the store Diane von Furstenberg

Q: Does the store draw you in? If so, how?A: The huge and bright display windows are done very sophisticated

and very appealing.

Q: Is the door open or closed?

A: It is closed with a doorman wearing a black suite opening and greeting shoppers.

Q: How does this make you feel?

A: Very well. Firstly respected, very well and nicely treated and secondly, I appreciateif stores keep their doors closed because of environmental reasons. It wastes a

lot of energy and money to eithe heat the street or cool it down.

Q: How big is the sign letter and in what font?

A: There are several sign letters with a huge and simple logo on it.

Q: What does it tell you about the store?

A: It tells me about the store that they are very bullish about their brand, dont wantwant to be seen as a brand, that is a hidden gem, but rather as a high-profile

mass market brand. Also, the founder is clearly in the center of attention.


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Environment Diane von Furstenberg (1/2)

Q: What is the color scheme of the store? How does this affect you?A: The store is completely white with white racks, floors, tables,

cash register, etc. Which leads to a very good overeview for the

different products.

Q: What type of floor does the store have? How does this effect the environment?

A: The floor is a white hard floor, which perfectly fits to the rest of the interior design.

Q: How high is the ceiling? How does this feel?A: The ceiling is at a regular height and without attracting attention.

Q: How brightly lit is the store? How does it affect you?

A: It is very brightly lit, which is amazing because I want to inspire the fabric and the

designs, who are sold at a very high price point thoroughly.

Q: How loud is the environment?

A: Very quiet

Q: What is causing the noise?

A: Only the conversations between customers and sales staff

Q: Is there music playing? If so, does it fit the environment?

A: There is no music playing and if it was, it wouldnt fit the environment


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Environment Diane von Furstenberg (2/2)

Q: Is the store warm or cold?A: It is at a very comfortable temperature.

Q: Is the store with merchandise or is it sparse?

A: The store is pretty sparse so that the customer gets a very good overview

Q: Does the store have a distinctive smell?

A: No.

Q: Where is the cash register located?

A: The cash register is stored on the left front corner of the store.

Q: How visible is the store security?

A: Not visible at all.

Q: How long do you want to stay in this store?

A: About 2 hours.

Q: Does the environment influence the perceived value of the merchandise?

A: Yes, the clean, well structured, stylish and fashionable style totally represents

Diane von Furstenbergs collections and her customers feel comfortable while

shopping.


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Personnel Diane von Furstenberg

Q: How long does it take before a sales person initiates contact?A: Immediately when a customer enters the shop. It is a very small

clearly arranged shop.

Q: Does the sales person have a script to follow with every customer?

A: Yes. They are briefed very well and know everything about the collections.

Q: Does the sales person treat different customers differently?

A: No, everybody gets treated equally.

Q: What is the ratio of salespeople to customers?

A: About 1 sales person per 2 customers.

Q: What age and gender are the employees?

A: Except for the doorman, all employees are female, aged about 20 40.

Q: Are salespeople using the store products?

A: Yes, they are all wearing Diane von Furstenberg clothes and accessories.

Q: Do salespeople have a uniform?

A: No, they are all wearing different Diane von Furstenberg dresses

Q: Do salespeople match the stores image?

A: Yes, absolutely.


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Products Diane von Furstenberg (1/2)

Q: What is the first product that you notice?A: The very well known and popular wrap dress for which the

designer become famous.

Q: Is there a central display table with featured products?

A: Yes, the latest collection is displayed in the middle of the store on a huge table.

Q: Where are items that are for sale located in the store?

A: On racks right next to the cash register.

Q: How are the products arranged? By function? By price? By color?

A: The clothes arranged by collection with matching accessories

Q: Are there free samples or demonstrations?

A: No.


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Products Diane von Furstenberg (2/2)

Q: What products are at eye level?A: All of the clothes and accessoires are on eye level, except for the

shoes, they are on the floor.

Q: What items in the store are in the least accessible locations?

A: The shoes, since they are located on the floor under racks with dresses.

Q: Where are the most and least expensive products located?

A: The most expensive clothes are placed in the middle of the store, especially newcollections, the least expensive products are located next to the cash register.

Q: Are the prices of the products easy to find?

A: No, they are not easy to find. The stores intention is probably not to scare

shoppers away because of the high price points.

Q: Are there impulse items at the cash register?

A: Yes, items such as jewelry and cosmetic products.


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Customers Diane von Furstenberg (1/2)

Q: Are most customers alone or with someone else? What is therelationship?

A: From my experience, 40% of the women go shopping with their

female friends, 30% alone and the remaining 30%, mostly very young woman,

are in the store with, mostly much older, man.

Q: What is the average age and gender of the customers?

A: They are aged between 20 60 and are 100% female.

Q: When a customer enters the store, do they tend to walk in the same path or

direction?

A: Yes, almost 100% go directly to the center where the latest collection is

displayed.

Q: How long do customers stay in store, on average?

A: It depends. When a customer is really into a dress, she will spend 30 120

minutes. If she just want to get some inspiration, about 5 minutes .

Q: Do customers touch the products? Is this encouraged?

A: Yes they do. At this price point, they wont buy clothes without having touched

them and get a feeling of the quality of the fabric. It is also strongly encouraged.


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Customers Diane von Furstenberg (2/2)

Q: Do most customers appear to be on a mission or are they justbrowsing?

A: Most customers seem to be on a mission. For this clientele it is

also at some extend important to see and have to be seen. However, theres also

a group of customers that just takes a stroll through NYCs Meatpacking District,

checks out all fashion stores and buys at Diane von Furstenberg just because

they randomly found something they loved.

Q: What percentage of purchase products in store?

A: When I was there, it was about 8%. During the summer months, its probably

more, since the summer dresses are highly loved. Also, people might have just

wanted to quickly stop by to check out whats in store while preparing (stocking up

water and groceries, etc.) for hurricane Sandy.


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Other Observations Diane von Furstenberg

The stores sophisticated design absolutely fits the brandsclientele The customer feels immediately treated with respect and feels

welcomed when the doorman opens the door and greets customers

The big and bright display windows with selected styles is extremely appealing The staff is very friendly, knowledgeable and not pushy at all To summarize: It is a very felicitous and well fitting store concept


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AGENDA


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Before entering the store LOccitane

Q: Does the store draw you in? If so, how?A: Beautifully arranged and designed display windows,

the smell of the products, even from outside.


A: It is closed


A: Very well. Firstly respected, because I dont feel getting dragged into the store andsecondly, I appreciate if stores keep their doors closed because of environmental

reasons. It wastes lot of energy and money to eithe heat the street or cool it down.


A: It is medium sized and kept very simple.


A: That the product is in the center of attention and that the company is sure, thatcustomers will come into the store and buy their products because they are great

and not because of a fancy or eye-catching brand logo and sign letter.


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Environment LOccitane (1/2)

Q: What is the color scheme of the store? How does this affectyou?

A: The wooden dark racks and warm colors create a positive

spa- or wellness-like athmosphere


A: The floor is wooden and matches the racks beautifully.

Q: How high is the ceiling? How does this feel?A: The ceilings are relatively low which feels nice because it creates a cozy

athmosphere for a store like this. Moreover, the nice smell stays mor

concentrated.

Q: How brightly lit is the store? How does this affect you?

A: There are several small lamps with warm, dimmed light, whch creates a very

cozy, spa-like and relaxing atmposhere.


A: Very quite.


A: Conversations between customer and sales staff, sometimes the sound of women

in high heels walking on the wooden floor.


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Environment LOccitane (2/2)

Q: Is there music playing? If so, does it fit the environment?A: There is no music playing and if so, it wouldnt fit.

Q: Is the store warm or cold?

A: Warm.


A: It is with merchandise, very clearly, structured and beautifully arranged.


A: Yes, the products smell very strongly which creates an even stronger spa-like

feeling and is probably a very successful buying incentive.


A: In front of the middle of the left wall.


A: Not at all.


A: Appoximately 30 45 minutes.


A: Absolutely.


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Personnel LOccitane

Q: How long does it take before a sales person initiates contact?A: They greet customers immediately and ask if they could

help with anything.


A: Yes.


A: No. They are very helpful and friendly to all of them.

Q: What is the ratio of salespeople to customers?

A: 1 sales person per 3 customers.


A: Female sales people, ages 30 40.


A: Probably.

Q: Do the salespeople have a uniform?A: No.


A: Yes.


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Products LOccitane (1/2)

Q: What is the first product that you notice?A: Their latest cosmetic line.


A: Yes, featuring the latest cosmetic line.


A: On a rack close to the cash register.

Q: How are the products arranged? By function? By price? By color?

A: By product line and therefore also by color, since every product line has a

different color.


A: Customers get free samples with every purchase and can also test products in

store.


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Products LOccitane (2/2)

Q: What products are at eye level?A: The best selling and most expensive product lines.


A: Older product lines.


A: Most expensive are located in the center and when a customer enters the store

as an immediate eye-catcher, least expensive products are located lose to thecash register and closer to the floor.


A: Yes, very easy.


A: Yes, small items such as travel-sized cosmetics.


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Customers LOccitane (1/2)


A: From my experience, about 70% go alone, 20% friends and

10% with their partners.



Q: When a customer enters the store, do they tend to walk in the same path ordirection?

A: Yes, almost 100% go directly to the center where the latest product line is

displayed.


A: 10 20 minutes.

Q: Do customers touch the products? Is this encouraged?A: No, but they do take advantage of the free testers for e.g. day cream, night cream,

body lotion, etc.


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Customers LOccitane (2/2)

Q: Do most customers appear to be on a mission or are theyjust browsing?

A: The majority is just browsing but the nice atmosphere,

combined with the chance to test the products and the great consultation, often

leads to a purchase. Q: What percentage of purchase products in store?

A: When I was there, it was about 90%.


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Other Observations LOccitane

The soft, warm and dimmed light is extremely niceand the customer immediately gets comfortable even on

a hectic and stressful day.

Shopping at LOccitane en Provence feels like a true retreat, the products and theshopping eperience are great and the free samples on top are of course also very

attractive.

I come to the conclusion that LOccitane is really genius in converting windows-shopper into real-shopper.


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AGENDA


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Before entering the store Whole Foods

Q: Does the store draw you in? If so, how?A: Even from the outside, Whole Foods is sending a clear brand

message and mission statement to its target group. As an

eco-friendly foodie who loves organic and healthy food, I was immediately

attracted.


A: It is closed


A: Very well. Firstly respected, because I dont feel getting dragged into the store and

secondly, I appreciate if stores keep their doors closed because of environmental

reasons. It waste lot of energy and money to either heat the street or cool it down.


A: It is medium sized and kept very simple. The green color perfectly fits to them.


A: The green color of the sign perfectly fits to their mission.


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Environment Whole Foods (1/2)

Q: What is the color scheme of the store? How does this affectyou?

A: Very colorful which leads to the impression that Whole Foods

is offering a broad product range.


A: Regular bright supermarket floor

Q: How high is the ceiling? How does this feel?A: It is pretty high, so that the space seems to be even larger.

Q: How brightly lit is this store? How does it affect you?A: It is extremely brightly lit, which is great, because I can check the quality of the

products, especially fresh meet, fish and fresh produce and baking items.


A: Average - as in every other supermarket.


A: Shoppers.


A: Yes. The music was targeting the target group very well.


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Environment Whole Foods (2/2)

Q: Is the store warm or cold?A: Depends on the section. It is of course cold in the cooling,

fresh food, fresh fish, fresh food and vegetables departments,

etc. But warm in die deli and restaurant department.


A: It is not sparse at all. Everything is very well structured and arranged. Products are

very easy to find.


A: Fresh produce.


A: At the exit.


A: Not at all.Q: How long do you want to stay in this store?

A: About an hour. However, Id like to get my shopping done ASAP.


A: Yes, 100%.


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Personnel Whole Foods

Q: How long does it take before a sales person initiates contact?A: They dont, but I dont expect this at a supermarket.


A: Yes.


A: No. They are always friendly, treat everybody equally and are very committed.

Q: What is the ratio of salespeople to customers?A: Not sure, since I dont know how many employees they are hiring and I also dont

know the amount of shoppers. But there is always a sales person available for

any questions.


A: A mixture of male and female employees with several different ages.

Q: Are salespeople using the store products?A: Yes.


A: Most of them.


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Products Whole Foods (1/2)

Q: What is the first product that you notice?A: Fresh produce.


A: There are several promotions throughout the store.


A: In every department.

Q: How are the products arranged? By function? By price? By color?A: By product category, e.g. dairy, produce, meet, fish, grocery, etc.


A: Yes. Especially in the baking department and the produce department.


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Products Whole Foods (2/2)

Q: What products are at eye level?A: Alll of them.


A: Frozen convenient food.


A: Since Whole Foods mainly focuses on organic and healthy food, which are

obviously more expensive, these are located more prominently so the other itemsare located in least accesible areas, e.g. on top of the racks or at the very bottom.


A: Yes, absolutely.


A: Yes, e.g. organic drinks, organic snacks and power bars.


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Customers Whole Foods (1/2)


A: From my experience, about 85% go alone (or with their kids),

12% with their partners and 3% with their friends.




A: Yes, almost 100% go directly to the produce department since this is the first

department after entering the store.


A: 30 60 minutes.

Q: Do customers touch the products? Is this encouraged?A: They do, and they also smell on some, e.g. the produce and fresh fish. Not sure if

its encouraged though. At least Ive never seen a staff member doing that.


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Customers Whole Foods (2/2)


A: Most of them are definitely on a mission, especially in this fast

paced environment. But for several of them it was also tough to not buy additional

products.

Q: What percent of customers purchase products in the store?

A: When I was there, it was about 99%. I just see some kids and some homeless

people from time to time who are taking advantage of the free samples, but thathappens very rarely.


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Other Observations Whole Foods

Whole Foods clearly did a phenomenal job by findingits own target group that is not just looking for cheap,

processed food

They also managed to build stores in states, where people are valuating a healthydiet and prefer to eat better, although they have to pay more (New York, California,

amongst others)

Years ago, when the organic movement started, it was hardly affordable to getthese products and stores were also very hard to find.

My conclusion is that Whole Foods managed to offer an extremely broad productrange that (although it is more expensive than regular supermarkets) for almost

eveybody and was very successful to serve the mass market.


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AGENDA


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Before entering the store Little Pie Company

Q: Does the store draw you in? If so, how?A: When going to the office, it is almost not possible to not go in while

walking by. The smell of freshly baked pies and cakes and freshly

brewed coffee is just too good.


A: It is closed.

Q: How does this make you feel?A: Very well. Firstly respected, because I dont feel getting dragged into the store and

secondly, I appreciate if stores keep their doors closed because of environmental

reasons. It wastes lot of energy and money to either heat the street or cool it

down.


A: It is small sized, very simple and ber cute.


A: It is a cute little neighborhood caf, a real hidden gem.


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Environment Little Pie Company (1/2)

Q: What is the color scheme of the store? How does this affect you?A: The store is kept in red and white. The color scheme does not

affect me at all. The products are what counts in this store and are

the main drawers.


A: A regular white floor, which doesnt affect the environment at all.

Q: How high is the ceiling? How does this feel?A: Its a regular NYC ceiling and would not matter at all if it was higher or lower, since

customers come to this store for the product, no matter how it looks like.

Q: How brightly lit is the store?

A: Medium, just as in every other caf.


A: Medium, but very comfortable.Q: What is causing the noise?

A: Customers chatting.


A: No music is playing.


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Environment Little Pie Company (2/2)

Q: Is the store warm or cold?A: Warm. They probably dont need to heat since the bakery is

in the store and the ovens.


A: The caf offers a small selection of delicious and very unique pies, cakes and

coffee.

Q: Does the store have a distinctive smell?A: Yes, since the bakery is also located in the store.


A: At the pie/cake/coffee sales counter.


A: Not at all.

Q: How long do you want to stay in this store?A: At least one hour.


A: No. It could be a horrible environment. The product is what counts here.


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Personnel Little Pie Company

Q: How long does it take before a sales person initiates contact?A: Customers walk in and either get seated or order a

pie/cake/coffee for take out at the sales counter.


A: No.


A: No.Q: What is the ratio of salespeople to customers?

A: There are no sales people. There are bakers, one cashier and one waiter.


A: 25 45, male and female.


A: Yes, they love them.


A: There are no salespeople.


A: Absolutely.


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Products Little Pie Company (1/2)

Q: What is the first product that you notice?A: Their signature homemade sour cream apple walnut pie.


A: No.


A: There is no special location for sales items but after 5pm, pies and cakes are up

to 70% off. The items are usually located right next to the register.Q: How are the products arranged? By function? By price? By color?

A: All products are displayed. Since the portfolio is not very extensive, its easy to

just put a sample of every pie/cake/etc. under a huge lid.


No.


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Products Little Pie Compay (2/2)

Q: What products are at eye level?A: All of them.


A: None of them.


A: All of them are displayed.

Q: Are the prices of the products easy to find?A: Yes, they are all displayed.


A: No.


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Customers Little Pie Company (1/2)

Q: Are most customers alone or with someone else?What is the relationship?

A: Take-out customers are usually alone. Caf guests come with

friends, family, or their partner.


A: Every age and gender is represented there.


A: No. Take-out customers are going straight to the counter and caf guests are

taking a seat at a free table.


A: For take-out up to 5 minutes, in the caf up to 2 hours.


A: No.


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Customers Little Pie Company (2/2)


A: Since Little Pie Company is kind of a hidden gem, customers

appear on mission.

At this store its the product what draws customers in.


A: 100%.


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Other Observations Little Pie Company

I found it really amazing and fascinating that a store in NYC,that doesnt do a lot of marketing is that successful.

I also find it very remarkable that this place in Midtown Manhattan is a realneighborhood gem. I live in a 40 story highrise and met 6 of my neighbors at this

tiny caf.

Having the chance to see the bakery and kitchen is a great feature because itbuilds trust for the guests when they see how their food is being made.

I come to the conclusion that Little PieCompanys USP is (although its just two

blocks away from Times Square) to still be a

neighborhood gem for NY citizens instead of

becoming a tourist trap, which is obviously

very common in the Times Square andTheatre Districts.


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AGENDA


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Before entering the store The Food Emporium

Q: Does the store draw you in? If so, how?A: It does not draw me in.


A: It is closed.


A: Very well. Firstly respected, because I dont feel getting dragged into the store and

secondly, I appreciate if stores keep their doors closed because of environmentalreasons. It wastes lot of energy and money to either heat the street or cool it

down.


A: It is medium sized and very old fashioned.


A: Honestly, nothing.


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Environment The Food Emporium (1/2)

Q: What is the color scheme of the store? How does this affect you?A: There is no color scheme.

Q: What type of floor does the store have? How does this effect the

environment?

A: A regular white floor, which doesnt affect the environment.

Q: How high is the ceiling? How does this feel?

A: Its a regular NYC ceiling and would not matter at all if it was higher or lower, sincecustomers come to this store for the product, no matter how it looks like.


A: Very bright, almost uncomfortable.


A: Medium.

Q: What is causing the noise?A: Customers chatting and employees fighting.




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Environment The Food Emporium (2/2)

Q: Is the store warm or cold?A: Temperature-wise very warm, regarding customer friendliness extremely

cold.


A: It is pure chaos. There are several different locations where shoppers

can find e.g. cheese or bread. There is absolutely no structure.


A: No.


A: At the exit as in every other supermarket.


A: Extremely visible.

Q: How long do you want to stay in this store?A: As short as possible.




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Personnel The Food Emporium

Q: How long does it take before a sales person initiates contact?A: There is no contact with any store member other than the cashier.


A: No.


A: There are no sales people but the cashiers do treat different customers differently.

Q: What is the ratio of salespeople to customers?A: There are no sales people.


A: 50+, male and female.


A: N/A.






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Products The Food Emporium (1/2)

Q: What is the first product that you notice?A: None. Its just pure chaos.


A: No.


A: The items are located right next to the register.

Q: How are the products arranged? By function? By price? By color?A: Just randomly.


No.


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Products The Food Emporium (2/2)

Q: What products are at eye level?A: All of them.


A: Everything is located randomly.


A: Sometimes here, sometimes there.

Q: Are the prices of the products easy to find?A: Yes, they are all displayed, but not always correct.


A: Yes, tons of it


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Customers The Food Emporium (1/2)

Q: Are most customers alone or with someone else?What is the relationship?

A: Almost 100% alone. People, who live in midtown Manhattan and just

want to get some food/grocery shopping after work.




A: No. Customers know what they need and want to quickly buy e.g. bread or milk

and get home asap.


A: 5 minutes for shopping and 20 minutes to queue.

Q: Do customers touch the products? Is this encouraged?A: No.


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Customers The Food Emporium (2/2)


A: They are all on a mission.


A: 100%.


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Other Observations The Food Emporium

The employees are extremely lazy The store is ubsolutely understaffed There is no structure and just pure chaos I come to the conclusion that people are shopping there because they are

having not a lot of time


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AGENDA


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Before entering the store The Soup Man

Q: Does the store draw you in? If so, how?

A: It is close to the office, the soup is delicious and it alwas cracks my

friends, family and co-workers up to make jokes about old Seinfeld

episodes, especially this one:

https://www.youtube.com/watch?v=uVqBzP0xdKk.


A: There are no doors. People just stop by and get their soup.


A: In our fast paced environment its great to get a quick and delicious

lunch to go.


A: It is medium sized.


A: That it was founded by a Seinfeld actor.


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Environment The Soup Man (1/2)

Q: What is the color scheme of the store? How does this affect you?

A: Since this is not a real store but just a kiosk, the color scheme is not

really important to customers and doesnt affect customers.

Q: What type of floor does the store have? How does this effect the

environment?

A: Since The Soup Man is a kiosk, the floor is the sidewalk on West

55th Street in Manhattan.

Q: How high is the ceiling? How does this feel?

A: N/A.


A: N/A.


A: Very loud since it is midtown Manhattan.


A: Traffic, tourists and New Yorkers.




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Environment The Soup Man (2/2)

Q: Is the store warm or cold?

A: N/A.


A: N/A.


A: Yes, the smell of soup.


A: At the kiosk.


A: There is no store security.


A: Until I get my soup, which takes about 5 10 minutes, depending on the queue.




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Personnel The Soup Man

Q: How long does it take before a sales person initiates contact?

A: There is no contact with any employee other than the cashier.


A: No.

Q: Does the sales person treat different customers differently

A:As of my experience, every customer gets the same treatment.

Q: What is the ratio of salespeople to customers?A: N/A.


A: All ages but more men than women since there are more business-men working

the area than women.


A: N/A.






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Products The Soup Man (1/2)

Q: What is the first product that you notice?

A: No specific. Just checking out the selection of daily soups.


A: No.


A: N/A.

Q: How are the products arranged? By function? By price? By color?A: N/A.


No.


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Products The Soup Man (2/2)

Q: What products are at eye level?

A: All of them.


A: N/A.


A: N/A.

Q: Are the prices of the products easy to find?A: Yes, they are all displayed.


A: No.


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Customers The Soup Man (1/2)

Q: Are most customers alone or with someone else?

What is the relationship?

A: Almost 100% are grabbing their soups with business partners or

co-workers.



Q: When a customer enters the store, do they tend to walk in the samepath or direction?

A: N/A. Everybody stands in line until he or she gets a soup.


A: N/A.


A: No.


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Customers The Soup Man (2/2)

Q: Do most customers appear to be on a mission or are they

just browsing?

A: They are all on a mission.


A: 100%.


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Other Observations The Soup Man

Some customers, especially tourists, come to The Soup Manbecause they are star struck

Most customers are business people who just want to grab a quicklunch to go

I come to the conclusion that The Soup Man is extremely welllocated in midtown Manhattan where many tourists and business

people are stopping by

Documents

Rahel Cete Stanford