CRASH COURSE ON CREATIVITY

PAYING ATTENTIONSTORE OBSERVATION

SHELLY NATALIAINDONESIA

WELCOME!!

BOOKSTORE

WOMAN ACCESSORIES

DEPT STORE

GROCERY STORE

BAKERY

ENVIRONMENT

Colors

High Ceiling

Ceramic Floor

Good Lighting

Noise

Music

Temperature

Smell

Security

Cash Register

WANNA STAY??

Front side Front sideBack side Back side Back side

PERSONNEL

Usin

g store p

roducts

Young Age (20s)

Treat Customer Equally

Match Stores Image

Have Uniforms

Mostly Male Mostly Fem

ale

Mostly

Female

Mal

e &

Fem

ale

Male & Fe

male

Have Script to Customers

Have S

crip

t to

Cust

om

ers H

ave Scrip

t to Custom

ers

Contacts in 5mins

Contacts in 1 m

inC

onta

cts

in 5

min

s

Ratio customer to

sales staff ± 10:1

Ratio

± 1

5:1

Ratio ± 5:1

Ratio ±

2:1Ratio

± 5

:1

Easy to find prices

There is central display for featured product

No free samples

Best/fast moving products at eyes level

PRODUCTSThere are impulse items nearby the cashiers

Arrangement by product types (except dept store by brand)

Least accessible items are slow moving types

No difference location based on prices

Sale/Discount items located in the middle of the stores

CUSTOMERS

Teenager with friends/alone

Spend ± 15 minsTouch products

BrowsingMight not purchase

Walk randomly

Family/Couple/FriendsMiddle Age

Spend ≥ 30 minsTouch productsFor a mission

Ended purchaseWalk to some path then

random

With FriendsYoung Ages

Spend around 15 mins – 30 mins

For a missionMight just browsing

bookEnded purchaseWalk randomly

Touch books not cakes!

TERIMA KASIH!!

OTHER THINGS I LEARN:

People are enjoying shopping!!Cozy environment makes you stay longerToo “pro-active” sales staff make you feel

uneasySale Items in strategic places catch your

attentionThey who come alone most likely ended up

purchase something In Indonesia, sales staff have to smile!!