Jannette Observation Assignment
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This document provides observations from visits to various stores and services in the DC area over a three day period in late July and early August 2015. It summarizes the experiences at each location, including descriptions of the environment, personnel, products, and typical customers. The stores included eStarland (retro video games and anime), Sterling Silver Scuba, Robeks (smoothies and healthy eats), T-Mobile, and others.
Jannette Observation Assignment
- 1. D.C Area Stores and Services An Observation and Insight Study CHRISTOPHER JANNETTE 3 AUGUST 2015 TMC 331
- 3. Stores Visited eStarland Sterling Silver Scuba Rubeks’ T-Mobile Gamestop Comic Logic The places I chose in the Northern Virginia region were observed over a three day period in late July and early August 2015. These were based on my normal retail and service patron experiences. My observation instrument was a simple cell phone camera.
- 4. eStarland A store in Chantilly Virginia specializing in retro video games and anime products. eStarland provides a wide selection of video games from multiple systems where customers can trade their old games for a marked down price. This location is in a corporate office park near Dulles Airport.
- 5. eStarland Pre-Entry In a nondescript office park that could be anything from warehouses to server farms is the Japanese colony of eStarland. One would never even assume it’s there as it’s camouflaged in white and grey. eStarland’s sign is modest and relatively small compared to the building so it’s easy to miss. The door opens to a breezeway with an unmanned desk. A door ahead has a window in it filled with color. Environment With the air conditioning brisk and walls covered in numerous pieces of video game and anime posters, stuffed characters, endless video games and systems etc. eStarland is a visual wonderland. With the music tuned to J-Pop and random explosions, voices and melodies coming out of arrays of televisions, when you walk in there you know you’re in a gamers paradise. A scent of old paper and games is present with a sterile aftertaste. The room is bright but not too bright although the amount of color is a bit overwhealming. In the back sits three arcade systems. Image
- 6. eStarland Personnel I’ll be honest, the personnel here are a bit awkward. They don’t like to make eye contact as they nervously talk about gaming interests and products. They seem to be a bit aloof and weeabo-ish but besides that they are prompt and courteous. They are somewhat unapproachable however. The one female I see there almost seems afraid of her customers and does come off as off putting but I don’t judge. I counted five staff and 3 customers lunchtime Thursday. Products The product line displayed at eStarland is quite impressive. From systems like NES and Sega Genesis to Xbox 360 and Playstation III, eStarland supports all non current generation systems. Boxes full of cartridges and CDs fill the shelves while glass cases hold action figures and 3D printed objects. In the back sits a wall full of gaming strategy guides, plush characters, posters and anime videos. They have a special case full of antiquated gaming systems but also have “new” third party gaming systems for old games all the way back to the NES. Customers The customers tend to be a bit different then one would expect. While there are a fair amount of people immersed in anime geek aesthetic and culture you also have late 20s retro gamers like me buying old sega games for my kid. A majority of customers seem to be students K through College with the highest % hovering around age 20. Everybody is friendly.
- 7. Sterling Silver Scuba 100 miles from the coast in Sterling Virginia, next to a busy 4 way intersection in an area relentlessly under construction is Sterling Silver. A local anomaly in my eyes Sterling Silver Scuba as there does not, at the surface appear to be any beach culture whatsoever in Ashburn/Sterling. However that impression is misleading.
- 8. Sterling Silver Pre-Entry In a small red brick converted house in an area very unfriendly to any foot traffic, situated off a busy street and adjacent to a highway onramp is Sterling Scuba. A pirate flag and a red flag with a white diagonal bar greets on a flagpole greets you. As you approach the wooden porch a walrus and light house guard as sentries. In the back a man is washing off rented equipment as scuba tanks hang in the sun to dry. There is a large, luxurious camper / RV belonging to the staff. Environment With the old hardwood kissed with a light rain of saltwater and a smoothed texture, the floor had the feel and scent of driftwood. As one walks in the dimly lit room has two areas that are extensions from the main space. The music on the stereo system was tuned to an 80s rock station with some Aerosmith playing and other bands of the era. An aircraft flies low overhead. A sleeping pitbull is off in the corner somewhere with a blue bandana around its neck with unintelligible text. Image
- 9. Sterling Silver Personnel I interacted with two people during my customer experience. The first was a very amicable and intelligent young woman with short cropped red hair and a blue tanktop. She was friendly to talk to and was interested in my inquiries about SNUBA and bioregenerative life support systems. The second was a large dude and goatee who was coming in and out. The lady whos name was Eva had a degree in Marine Biology and was very friendly. Products The product line at Sterling Scuba was rather modest which was fine considering the location. When I asked if they could get me a discount vs. what I’d find online they lamented their stuff was “price locked”. Which was fine no big deal. They had walls covered in various equipment for casual divers. They also did servicing per regulation. Other products they offered valves and DVDs. Customers The only other person I saw there was a FedEx delivery man who seemed to recognize Eva as they both smiled and engaged a quick greeting and farewell. Other than that the place was very much dead. The types of customers who would buy the equipment and maybe use it once a year since disposable income is high. Something for the wife and kids maybe. She was telling me that sometimes you get groups of international customers in the local area who dive professionally and ask for obscure supplies they special order. She spoke of one Dane who was interesting in a way I forgot.
- 10. Robeks “Robeks, We’re Like Jamba Juice” Robeks is a chain of health drink stores placed in upper middle class shopping centers. This one is located at Dulles 28 Shopping Centre with an e.
- 11. Robeks Pre-Entry At a generic upper middle class shopping center across from a Wegmans and around the corner from a Ferrari dealership is Robeks. Underneath the name “Robeks” is the phrase “Fruit Smoothies and Healthy Eats” tamely explaining their purpose for existence. If you don’t look you will miss it as you enter the shopping “centre” Environment Walking in there's a man at the smoothie machine, it’s 12:05pm now, on a Sunday. The room is brightly lit with natural lighting from the large windows overlooking the singular room which consisted of some tables and a business counter with a person manning it. The room was very clean and had a completely sterile smell with a waft of fruit. In the corners were minimalist designed canisters of whey protein for sale with subdued colors. Theres a large board with the various juice concoctions, frozen and liquid. Image
- 12. Robeks Personnel There was one individual there, wearing the Robeks T Shirt and hat. He was very friendly and said hello immediately as I walked in. The service was prompt and professional. The staff member was the only individual working the store at that hour. He was focused and quick to deliver me my drink and answer any relevant questions I had deciding my selection. Products The product line at Robeks is specific to their mission, fruit smoothies and healthy eats, so naturally their product line reflected that. They had multiple drinks like Jamba Juice that appealed to different needs. I took a Dr. Robeks which was a high vitamin c drink for immunity. They had many focused on workout enthusiasts and also had a line of whey protein products for customers wishing to utilize it which was a clever addition. They also had bottled water, pastries and cookies. Customers I didn’t see any other customer come in but their clientele was most likely health conscious middle class Americans. I did see a lady in gym gear walk out to go back to her economy sized sedan. The appeal for healthy drinks has become more prevalent in American culture cropping up in many shopping centers.
- 13. T-Mobile A well known mobile network. I had to go to T-Mobile to pay my cell bill since it’s the beginning of the month. It’s located elsewhere at Dulles 28 Centre.
- 14. T-Mobile Pre-Entry Like the stores around it, the logos and names of the stores are conservatively placed on the red brick edifice. The shopping center is like most others, with a large parking lot with the rows of stores surrounding it. The sign in front was also placed with a medium sized font. Before the large glass door and window there is a large concrete overhang. Environment Walking in it’s calm, sleek and modern with a reddish pink hue everywhere. There was an echo of voices inside as the space was as open as possible. Two long tall desks face each other. Rows of phones and tablets line the walls, in the back a large television screen. In the rear left corner theres a high glass screen, the other side has a booth and a table with a computer. Everything was very clean. Image
- 15. T-Mobile Personnel The service at T-Mobile is always very prompt and honest. I do enjoy interacting with them. This one lady who is about my age works the counter and I go to her to pay my bill. We talk about school a bit since she too is studying. They never try to oversell you on things and allow you to browse unbothered unless you’re needed to which they are quick to respond to your needs. Products The product line at T-Mobile is what one would expect. Numerous tablets, phones and peripherals. They also sell as a service easy to manage prepaid plans. They are in my opinion one of the better American cellular companies as they have a low price for quality service. If you buy a phone up front you pre pay 80 dollars a month for unlimited 4GLTE which is nice considering I was paying an insane amount with AT&T and they would always have markups that were criminally unreasonable. The iPhones are off in the corner. All devices line the walls at eye lvl. Customers The customers in the shopping center are generally family oriented upper middle class residents of European, Indian, Arab, Spanish and Asian decent. All working professionals with disposable income. I’ve seen families here as well so one would expect a very generalized cross section of society here.
- 16. Gamestop The final stop at Dulles 28 Centre is Gamestop where I wanted to browse some of the newer selections for Xbox One. Gamestops are nationally franchised at locations around the country. Unlike specialty stores Gamestop has all generally current items with a trade in service.
- 17. Gamestop Pre-Entry Like T-Mobile 200 meters to the right of it, and every store in between, Gamestop has conservative sized writing on the red brick and concrete mason building which stretches around the aforementioned parking lot. The architecture is modern and angular and the materials used are traditional which reflects Northern VA perfectly as the wealthiest county in the nation is here, in Loudoun, where they have resources to make it look pretty, simultaneously looking generic and cultureless. The games are behind the glass window. Environment Walking into gamestop smells like a shoe store. The new clothing items for games greet you first while the walls are covered in games of all modern generation types. To the right is a console connected to a TV demonstrating the newest release. Probably Call of Duty 30 or something. It’s cool in here and clean, the floors with a low cropped black carpeting. The large interior has a green glow. Overall the feel is welcoming as I’m greeted as I walk in. I explain my purpose here and they do not press the subject further as I snap some pics. Image
- 18. Gamestop Personnel The workers at Gamestop are all generally young men and women. I sensed calm focused vibes as they were all assisting customers. A friendly young man behind the front counter asking if I needed anything to which I respectfully declined. In my experience gamestop employees competent in protocol are able to deliver high quality service. They were wearing polo shirts with the gamestop logo emblazoned and were all busy doing something which is good. Products Gamestop as one would expect sells games. Xbox, Playstation and Nintendo. Most of their games that are not pre used are newer current generation titles and if it’s out for your system chances are they have it. They also have shirts with game characters and titles on it, as well as a few collector items like action figures. They provide a trade in service which is a rip off, don’t use it. I got 10 dollars for a 50 dollar game which they re-sold for 25. Customers Gamers and more gamers for modern titles. The demographic is between the ages of 8 and 40 which covers generations x, millennial and digital. Moreso young males than young females, though that’s changing, gaming customers all have the money for systems and the games designed for them so generally middle class and upper middle class.
- 19. Comic Logic In Ashburn Virginia is the Ashburn Shopping Center. At this center there is a supermarket and multiple restaurants, doctors offices too. This store Comic Logic is located in a more secluded area as it’s on the second floor around a treelined corner that does a full half circle as you ascend towards a line of stores in another red brick structure. It overlooks houses
- 20. Comic Logic Pre-Entry Comic Logic with a cool logo is all that would tell you its here in this quiet section of a shopping center where the entire structure including the stores below it are set into a tree covered hill with manicured grass pathways between them. You can see a few items in the tinted window but very little would tell you about whats inside. There are only three cars parked nearby. Environment Behind the glass and aluminum door is a room wall to wall covered in comic books, mostly new titles of well known and obscure characters. As you step inside you walk past a collection of leather chairs around a black table. The smell of newly manufactured glossy paper and ink is faded but present. There are posters and large figurines in different sections of the room. The lighting is nice and cool, not too bright and theres a guy in a t shirt, his head bowed towards his phone as he watches a comic artist on livestream draw. 21st century civilization and it’s mythos. Image
- 21. Comic Logic Personnel The one guy there was really easy to talk to and helped steer me to the first comic I’ve bought in a while. Volume One of Saga which he suggested. While we were talking he was pointing out an artist on the wall who was also doing a livestreamed demo. We talked about how artists in our current time of history need to be business innovators themselves using the new media to expand their reach. A true professional and philosopher. He knew his comics which in this context makes him a stellar employee. Products Comic books from mostly western artists though there was a minor Japanese product presence of around 10%-15%. They also had some cool star trek figurines for sale which included the Enterprise-C (which appeared in the episode “Yesterday’s Enterprise”. They have wall to wall comics of both well known superheroes and more obscure but interesting characters. There are posters and paintings there too and plushies of megaman. The T-Shirts were Star Wars Themed as well as some children's books. Customers Everybody I’ve ever seen there are young, generally good looking with music or comic t- shirts. People who enjoy comic books and culture. Cool geeks who enjoy modern mythology which comes in the form of our pantheon of superheores and heroines. Looking back perhaps other customers who see this artform as high cultureone which could last into antiquity, selling 30 page artifacts called comic books. Probably some space geeks too. The T-Shirts were cool. One caught my eye as I walked out. “Science Is The New Rock and Roll”