1) I observed the Target in Novi, Michigan. Target markets to basically all customers; they have everything from toys for young children to adult things such as housekeeping supplies, graphic novels and innovative electronics.
2a)This Target was very large, almost a little daunting. The store has a vinyl finish outside, with bricks around the lower potion and resembles a warehouse. There were 8 total doors for customers to enter the store. The doors to enter are left of the doors to exit, which is unorthodox for many Americans.
b) There were a lot of different sounds once one enters the store. There is the sound of people talking and talking, the sound of parents scolding children, and low elevator-type background music. There are many conversations between customers, other customers and employees that it is somewhat difficult to focus. The sound of employees trying to sell products and interest customers in things they may not have originally come to Target for.
e) Target had many large displays signs. Most of the signs I noticed were in the clothing area, they had images of happy families wearing clothes purchased at Target. The store also had large hanging signs to indicate the contents of each isle. Target also had fairly large signs displaying the items on sale, the original price and the sale price.
f) The cashier area resembled that of a grocery store. There were many different checkout lanes, which were indicated by a light with a number on it. If the light was on it means that the lane was open to customers. Target also had an express lane checkout for customers with 15 items or less. There were coolers with assorted beverages in the front of each lane, and in the middle of each lane there were packs of gum, mints and magazines for customers to look and hopefully buy impulsively.
3) Target tries to project the “classy” image while maintaining a relatively inexpensive price. The outside of the building has a professional look with the vinyl finish and has an appealing and attractive look with brick around the lower portion of the outer walls. Upon entering the store, customers are hit with signs representing items that are on sale, large posters of excited people modeling Target products and cheap children’s toys.
4) As I observed customers the design of the store aided customers greatly. Without large hanging signs above each isle, customers could wonder aimlessly for hours attempting to find what they were searching for. The large signs really helped customers narrow down their search. Also on the end of each isle there were various items that could be found in each isle, this also aided customers because instead of just seeing a sign listing the items, they could physically touch each item without having to go down the isle. I saw many shoppers physically feeling and touching the items before purchasing them. I saw employees and experts interacting with customers and given them their best advice.
5) The thing that I found most interesting about the design this particular Target was they designed it to get customers in and out as quick as possible. Usually stores will attempt to keep customers in the store as long as possible, but it seemed as if this store attempted to aid customers in getting in the store and leaving quickly. The design of the store did not entice customers to walk a certain way around the store. Usually stores will funnel customers one way, getting them to walk around the entire store but this Target was very open and customers were not persuaded to walk any direction around the store.
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