Crash course on creativity (PAYING ATTENTION )

toresV

Before I entered:

‐ The store looks normal from outside, nothing to attract.

‐ The door is open.

‐ The opening door makes me feel as I am welcomed.

‐ The sign lettering in a medium font.

‐ It doesn’t tell me anything about the store.

Environment:

‐ The color scheme is red and white. It is a good color for a book store.

‐ The floor is off‐white color. It is also good.

‐ The ceiling is height, I don’t know how high.

‐ The lit at the store is great.

‐ The environment at the book section is not loud. At the electronics section is

louder.

‐ I didn’t feel there was a noise; it was only a Rab songs.

‐ The playing music fits the environment.

‐ The store is neither cold nor warm.

‐ The store was very organized, with many sections.

‐ I didn’t catch any smell.

‐ The cash registered is in a very bad place it is in the much far area from the shop

door, and that is really weird.

‐ Store security is visible.

‐ Usually I stay in this shop about 30‐45 min.

‐ The environment influences the perceived value of the merchandise.

Personnel:

‐ Sales person doesn’t initiates contact, until u ask them, and that is great. ‐ The salesperson doesn’t have a script to follow with each customer. ‐ No different in treatment between customers. ‐ Ratio of salespeople to customers about 10:40. ‐ Employees age between 20-30 and they are both gender.

‐ Salespeople use some of the store products. ‐ Salespeople wear a vest with the scheme color and the shop name on it plus

a name tag with their name. ‐ Salespeople match perfectly the store image.

Products:

‐ First product I notice was book. ‐ There was a central display table with the new products.

‐ There were no items that are “for sale”. ‐ Products arranged by function.

‐ No free samples. ‐ No specific products are at eye level. ‐ No specific items are in the least accessible locations. ‐ No specific criteria in locating the most and least expensive products. ‐ Prices of the products are easy to find. ‐ The item near the cash register always doesn’t attract me.

Customers:

‐ Most customers are with someone else, usually with friends. ‐ The average age of the customers is 30, both genders. ‐ Customers don’t tend to walk in the same path when the interred. ‐ How long do customers stay in the store, on average? (hard to notice) ‐ Customers usually touch the products ‐ Most customers appear to be browsing. ‐ What percent of customers purchase products in the store? (hard to

notice)

Other Observations: I notice for the first time, that there was a section for the “shop recommends”.

W store

Before I entered:

‐ The store not attracted from outside.





Environment:

‐ The color scheme is white and blue. The color is neutral.

‐ The floor is off‐white color.


‐ The lit at the store is great.

‐ The environment is quiet because there are no customers.

‐ There wasn’t a noise, only a Disco song.



‐ The store wasn’t organized; there were no sections for the cloths.

‐ There was a bad smell from the clothes.

‐ The cash registered is near the shop door.

‐ No security for the store.

‐ Usually I stay in this shop about 10 min.

‐ The environment influences of the perceived value of the merchandise are neutral.

Personnel:

‐ Sales person doesn’t initiates contact, until u ask them, and that is great. ‐ The salesperson doesn’t have a script to follow with each customer. ‐ No different in treatment between customers. ‐ Ratio of salespeople to customers about 2:12. ‐ Employees age about 30 and they are both gender. ‐ Salespeople don’t use the store products.

‐ Salespeople wear a blue uniform. ‐ Salespeople match normally the store image.

Products:

‐ First product I notice was a cardigan. ‐ There wasn’t a central display table. ‐ There were no items that are “for sale”. ‐ Products are not arranged by anything. ‐ No free samples. ‐ No specific products are at eye level. ‐ No specific items are in the least accessible locations. ‐ No specific criteria in locating the most and least expensive products. ‐ Prices of the products are easy to find. ‐ No items near the cash register.

Customers:

‐ Most customers are with someone else, usually with family. ‐ The average age of the customers is 30, mostly girls. ‐ Customers tend to walk in the same path when the interred. ‐ How long do customers stay in the store, on average? (hard to notice) ‐ Customers usually touch the products ‐ Most customers appear to be browsing. ‐ What percent of customers purchase products in the store? (hard to

notice)

Other Observations: The shop is very small, so there were not varieties.

VM store

Before I entered:

‐ The store is attracted from outside.





Environment:

‐ The color scheme is white and blue. The color is neutral.

‐ The floor is off‐white color.


‐ The lit at the store is not good.

‐ The environment is gloomy.

‐ There wasn’t a noise, only a Disco song.



‐ The store was organized; but there were no sections for the cloths.

‐ There was a sugary smell.


‐ There is a security for the store.



Personnel:

‐ Sales person doesn’t initiates contact, until u ask them, and that is great. ‐ The salesperson doesn’t have a script to follow with each customer. ‐ No different in treatment between customers. ‐ Ratio of salespeople to customers about 4:20. ‐ Employees age between 25-35 and they are both gender. ‐ Salespeople don’t use the store products. ‐ Salespeople wear a uniform and name tag with their names.

‐ Salespeople match the store image.

Products:

‐ First product I notice was a pullover. ‐ There wasn’t a central display table. ‐ There were no items that are “for sale”. ‐ Products are arranged by colors. ‐ No free samples. ‐ No specific products are at eye level. ‐ No specific items are in the least accessible locations. ‐ No specific criteria in locating the most and least expensive products. ‐ Prices of the products are very easy to find. Every stand has a panel with its

price. ‐ Near the cash register there are a wallets and accessories.

Customers:

‐ Most customers are alone. ‐ The average age of the customers is 30, girls. ‐ Customers tend to walk in the same path when the interred. ‐ How long do customers stay in the store, on average? (hard to notice) ‐ Customers usually touch the products ‐ Most customers appear to be browsing. ‐ What percent of customers purchase products in the store? (hard to

notice)

Other Observations: The fitting room is very spacious and convenient. For the first time I noticed ther was a TV. There was many floade cloth which I dislike. I really like the idea when the price is not only on the cloth but also on the stand.

store S

Before I entered:






Environment:

‐ The color scheme is dark green. The color is gloomy.

‐ Can’t remember the floor color.


‐ The lit at the store is bad.

‐ The environment is gloomy.

‐ There was a noise, customers.

‐ The playing music really fits the environment.


‐ The store was organized; but there were no sections for the cloths.

‐ There was a sugary smell.


‐ There is a security for the store.



Personnel:

‐ Sales person doesn’t initiates contact, until u ask them, and that is great. ‐ The salesperson doesn’t have a script to follow with each customer. ‐ No different in treatment between customers. ‐ Ratio of salespeople to customers about 6:35. ‐ Employee’s average age about 35 and they are both gender, mostly women. ‐ Salespeople don’t use the store products.

‐ Salespeople wear a non-clear uniform and a small name tag with their names that hard to notice.

‐ Salespeople don’t match the store image.

Products:

‐ First product I notice was a cardigan. ‐ There wasn’t a central display table. ‐ There were no items that are “for sale”. ‐ Products are arranged by function. ‐ No free samples. ‐ No specific products are at eye level. ‐ No specific items are in the least accessible locations. ‐ No specific criteria in locating the most and least expensive products. ‐ Prices of the products are very easy to find. Every stand has a panel with its

price. ‐ Near the cash register there are accessories.

Customers:

‐ Most customers are with someone else. ‐ The average age of the customers is 30, mostly women. ‐ Customers don’t tend to walk in the same path when the interred. ‐ Customers stay in the store about 7 min. ‐ Customers usually touch the products ‐ Most customers appear to be browsing. ‐ What percent of customers purchase products in the store? (hard to

notice)

Other Observations: The fitting room is very spacious and convenient. I really like the idea when the price is not only on the cloth but also on the stand. What really attract me is there was about 3 big mirrors in the shop, which is really good idea, instead of going always to the fitting room. The shop is specious. I like the spinning stand idea.

FF store

Before I entered:





‐ It does tell me about the store.

Environment:

‐ The color scheme is pink.

‐ The floor color is white.


‐ The lit at the store is bad.

‐ The environment is good.

‐ There was no noise.

‐ The playing music good with the environment.


‐ The store was organized; there were sections for the products.

‐ There was no smell.


‐ There is no security for the store.



Personnel:

‐ Sales person initiates contact. ‐ The salesperson doesn’t have a script to follow with each customer. ‐ No different in treatment between customers. ‐ Ratio of salespeople to customers about 2:12. ‐ Employee’s average age about 35 and they are both gender, mostly women.

‐ Salespeople don’t use the store products. ‐ Salespeople wear a uniform and a small name tag with their names. ‐ Salespeople match the store image.

Products:

‐ First product I notice was a slipper. ‐ There wasn’t a central display table. ‐ There were no items that are “for sale”. ‐ Products are arranged by function. ‐ No free samples. ‐ No specific products are at eye level. ‐ No specific items are in the least accessible locations. ‐ No specific criteria in locating the most and least expensive products. ‐ Prices of the products are not easy to find. ‐ Near the cash register there is a pillows and watches.

Customers:

‐ Most customers are with someone else. ‐ The average age of the customers is 25, women. ‐ Customers don’t tend to walk in the same path when the interred. ‐ Customers stay in the store about 7 min. ‐ Customers usually touch the products ‐ Most customers appear to be browsing. ‐ What percent of customers purchase products in the store? (hard to

notice)

Other Observations: The store reflects a bad idea because so many of the shelves were empty.

S book store

Before I entered:

‐ The store is very attracted from outside.



‐ I didn’t notice the sign.

‐ It does tell me about the store.

Environment:

‐ The color scheme is green.

‐ The floor color is white.


‐ The lit at the store is not very good.

‐ The environment is great.

‐ There was a little noise.

‐ The playing music is barely could heard.


‐ The store was organized; there were sections for the products.

‐ There was no smell.

‐ The cash registered is in the center of the shop door.

‐ There is no security for the store.

‐ Usually I stay in this shop about 20‐40 min.


Personnel:

‐ Sales person initiates contact when u ask. ‐ The salesperson doesn’t have a script to follow with each customer. ‐ No different in treatment between customers. ‐ Ratio of salespeople to customers about 2:15. ‐ Employee’s average age about 35 and they are only men. ‐ Salespeople don’t use the store products. ‐ Salespeople don’t wear a uniform or name tags.

‐ Salespeople nearly match the store image.

Products:

‐ First product I notice was a novel. ‐ There wasn’t a central display table, with the new arrivals. ‐ There were no items that are “for sale”. ‐ Products are arranged by categories. ‐ No free samples. ‐ The most new and best sellers are at eye level. ‐ Books that people don’t demand always in the least accessible locations. ‐ No specific criteria in locating the most and least expensive products. ‐ Prices of the products are easy to find. ‐ Near the cash register there are a small books and book marks.

Customers:

‐ Most customers are alone. ‐ The average age of the customers is 20-50, both genders. ‐ Customers don’t tend to walk in the same path when the interred. ‐ Customers stay in the store about 10 min. ‐ Customers usually touch the products ‐ Most customers appear to be browsing. ‐ What percent of customers purchase products in the store? (hard to

notice)

Other Observations: ‐ The store has a DVD stand behind another stand, that’s why I never

noticed before. ‐ The book stands is loaded it is a little hard to can pull a book outside the

shelve to check it. ‐ The best sellers stand is not well organized, it is arranged with numbers

from 1 to 12, and some numbers has no books under it.

Crash course on creativity (PAYING ATTENTION )

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