I’m working on a marketing question and need guidance to help me learn.
Your task is to physically observe a retail environment in person. Go to Walmart, Target, and Dillon’s supercenters (see the locations in the attached file) and take notes on everything that might be related to marketing (e.g., the store design and layout, services, customers, product, price, promotion, …). You may want to let the store know what you are doing, especially since you’ll be taking notes as you walk through the store.
You can make notes on the following items and compare all three stores.
-Describe the exterior of the store (architecture, window displays, signage, etc.).
-Describe the interior, entrance, checkout, and exit of the store.
-The overall layout of the store including the number and layout of aisles, how products are categorized, colors, feature areas, use of furniture, open space, overall store atmosphere, etc.
-Customer flow, shopping patterns, and behaviors
-How many people enter the store in a given time period?
-What do they notice and where do they go first?
-How many products do they pick up; how long do they scrutinize the packaging; and what do they ultimately purchase, if anything?
-What are the demographic characteristics of those who do buy?
-Advertisements and isle end caps that customers are gravitating towards
-What type of customer experience does the design of these stores aim to give? Is it successful? Why or why not?
-What type of customer traffic or flow patterns did you observe? How would these patterns be affected by a change in the layout?
-Do you suggest recommendations for the store on how to change their store design or layout?
–Pick a product category (e.g., milk, detergent, bread, coffee, …)
–Compare category depth, length, width, …? (e.g., brands, size, flavor, …)
–Compare prices, promotions, place, …?
Store Observation must meet the following requirements:
–Include a cover page with name, date, assignment name, etc.
–Should be 4-7 pages in length including pictures (text: 1000 words max.).
–1-inch margins all the way around
–12 point font of Times New Roman, Courier, or Arial
–Place page numbers on each page of the paper
–Double-space the content