Retail Analysis

The store that I chose was an old favorite, Michael's, the Arts and Craft store. The store is located on South Westnedge Ave. The store markets to all ages, just anyone in need of art and craft supplies. Outside of the store, the set-up is similar to most department store. The store has one level, but is stretched wide. The store itself contains two long glass mirrors, separated by the automatic doors. The top of the store contains the classic red-lettered Michaels sign. Inside of the store, there was "elevator" music, which was played at a decent level. It was low enough not to annoy someone who was not interested in the genre, but loud enough to notice. There was not many people inside of the store, so there was not much customer-employee interaction. Since it is the fall season, the store is decorated in the front with last minute sale Halloween crafts. Each aisle is equipped with a long wide shelf, about 7 ft high, where the shelves are separated by sections. The floor is tiled with black lines. The crayons and paint are in the front of the story, the knitting materials are in the back. As for the sign, there were not as many signs there, only for the front and for the special items in the store. The cashier area is just four registers, right across from the exit, making it an easy trip for the customer.

Michaels the store is trying to portray the image of all-inclusive in terms of arts and crafts. The store has items for every art project of every kind. It gives that sense, due to the massive space the store takes up on the block. The store did not have many customers there, but the ones that were, they seemed to know what they wanted. Myself on the other hand, was lost in the store. I had the simple task of trying to find the fabric paint, which took about two minutes, since I had to walk around the whole store to see everything. The fabric paint aisle was separated by brand, color, style, and size. Along with the paints, there were the t-shirts on the side and press on letters for making clothing.

The thing that made Michaels so interesting would be the huge red sign on top, where you could recognize it from a mile away. My friend and I were driving around, and we saw Michaels down the road and dedicated to stop in. She is a knitter, so she needed to get her materials. Also, employees are so friendly in Michaels. I would probably be bored out of my mind in there, but they make it seem fun.