observation lab

Observation LabObservations and Insights

Walmart● "Deals" just inside the doors put customers

into a "deals" and "buying" frame of mind.● Corridors lead to the back of the store (milk

at the back)● Large displays in the middle of the corridors

control the flow. One side is an express lane to the back; The other is turnaround area for going from one aisle to the next.

● Customers flow to back of store then to front and toward the cash registers

● Impulse items on the endcaps● Hundreds of impulse items near the registers

Promotional Display / Customer Flow Control

GameStop

● New and Popular games and products line the walls.

● Promotional displays and racks of older games control flow through the store

● Games and accessories grouped by game system

● Collectibles located on walls above games● Promotional advertorials play through

speakers.● Always something within reach and within

multiple price ranges.

Standalone displays for High Priced Items

High-Quality Signage with Benefits of Purchasing Certain Items

Rows and Tiers of Bicycles

Bickels Cycling and Fitness

● Prominently displayed prices on more expensive goods act as a demonstration of quality and value.

● Standalone displays tell customers that an item is special or unique.

General Insights

● Group less expensive merchandise ● Use color and sound to encourage impulse

buying● Separate more expensive merchandise ● Use displays and flooring to create pathways

and to control flow through the store● Give customers reasons to stay in the store● Impulse buys always within reach?● Give customers reasons to buy: show value

prices, display benefits of buying

Possible Opportunities

● Take the bike shop idea of standalone displays to an extreme.

● Build displays of bikes and accessories according to prices-- one bike surrounded by accessories of a similar price scale.

● Set up the store in a way that looks more like an art gallery.

● Create some type of draw to bring in and keep cyclists in the store --> Be a place cyclists meet, refuel, and watch the TdF.