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Observation Exercise DJ Dickinson TEM 431 Prof. Bronowitz

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Observation Exercise

DJ Dickinson

TEM 431Prof. Bronowitz

I don’t shop at Safeway so it was a good first stop for me.

I am a cook and a vegetable lover and Safeway’s awesome produce section captured me. I actually made a purchase.

Look at the “homey” detail. You don’t notice the comfort level it induces unless you are focused.

The manager told me his staff buffs the “hardwood” floor nightly …and that many of those fresh smells I noted were man made, designed to drive sales.

When asked, these Walmart employees explained they would be written up for smoking in front of the store, they were allowed to go smoke in the Shade in front of neighboring retailers. Classy.

Triggered to action when you walk by, these automated P.O.P. sales kiosks call out special loss-leader values

Walmart customers were the heaviest…and most scantily clad.

Take a close look…filthy windows,

signs dated and peeling. Who would shop here?

This mess was exactly 1 step inside the front doors.

This desperate display reveals two things: A) the target demographic has shifted from techies and startups/small biz owners to senior adults. B) Staples is dying in my opinion. Even with brick and click model, they are being killed by e-retail. Once, stores like these were the ONLY place to buy PC’s and software in many towns.

Target customers were entirely Caucasian

1/8 of the footprint was dedicated to Maternity

Target was in worse shape than Walmart. Superficially cleaner but just beneath the surface we can see the financial struggles they have faced so prominently recently.

I learned you can tell the

quality of the retailer by

the condition of their

SHOE section..try it!

Only Target had a healthy snack section prominently placed next to internal fast-food purveyors

The price is low but

there are many name-

brand products here…

real value!

Running lean and mean mid-week, Dollar Tree could not keep up with this unexpected rush.

Dollar Tree had the most racially-diverse clientele.

We could hardly get

through the door; and the

claustrophobia worsened

Screws, nuts, bolts, hooks, washers...you name it. Thousands of them in a thousand drawers; 5 aisles worth. I just wanted out.

There was no access

for customers

to this huge outdoor

section. A large green

door reading “Staff Only!”

Note the rain drops on the lawnmower inventory. They leave thousands of dollars outside every night and then display them for sale without even wiping them down.