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Submission for Assignment on A Crash Course on Creativity

Submission for Assignment on A Crash Course on Creativity

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    SU_CCC_Assignment2_retail_presentation SU_CCC_Assignment2_retail_presentation Presentation Transcript

    • Stanford University Online CourseBy Venture LabA Crash Course on CreativityBy Professor Tina Selig Assignment 2: Are You Paying Attention By Pranav Sanghavi October 2012
    • INSIGHTS INTO RETAILINGStanford University Online Course: A Crash Course on Creativity Assignment 2 Are you Paying Attention By Pranav Sanghavi October 2012 02
    • Observations Before Entering the StoreStanford University Online Course: A Crash Course on Creativity Assignment 2 Are you Paying Attention By Pranav Sanghavi October 2012 03
    • Before entering the store: Things Observed: My Take on the same: • Store Name is always • This helps to etch the in big bold and bright store name in the fonts, displayed customers mind prominently • Innovative and catchy • This draws the passing window displays potential customer into the store through large walls of glass • It makes the customer • Majority of the stores feel welcome have their doors openStanford University Online Course: A Crash Course on Creativity Assignment 2 Are you Paying Attention By Pranav Sanghavi October 2012 04
    • In Store EnvironmentStanford University Online Course: A Crash Course on Creativity Assignment 2 Are you Paying Attention By Pranav Sanghavi October 2012 05
    • In Store Environment: Things Observed: My Take on the same: • Color Schemes are • This allows the focus always subdued to be drawn to the barring one store products on display which was a kids store • As flooring, a majority • They were shiny but of them had basic plain as most ceramic tiles barring customers look at two, one of whom had products and not at floors. The wooden wooden floor and the floor adds to the other a bit of marble warmth of the storeStanford University Online Course: A Crash Course on Creativity Assignment 2 Are you Paying Attention By Pranav Sanghavi October 2012 06
    • In Store Environment: Things Observed: My Take on the same: • Ceiling heights were • This gives a sense of at least 12 to 15 feet calm and feels non- claustrophobic with some having over 25 feet • All stores were • It makes for a vibrant brightly lit with environment and ample lights on the allows the customer to see the products products displayed clearlyStanford University Online Course: A Crash Course on Creativity Assignment 2 Are you Paying Attention By Pranav Sanghavi October 2012 07
    • In Store Environment: Things Observed: My Take on the same: • All the stores had soft • This is conducive to music playing barring shopping and the one which had loud dance music was dance music playing at a sporting goods store • There was no loud noise within the stores • Loud noise would and the store probably make the temperature was just customer leave the perfect not too cold or store in a hurry and hot same goes with extreme temperatureStanford University Online Course: A Crash Course on Creativity Assignment 2 Are you Paying Attention By Pranav Sanghavi October 2012 08
    • In Store Environment: Things Observed: My Take on the same: • Stores had distinctive • The smell creates an smell and crowded identity in your mind like the store name display with merchandise • The security cameras • The customers would are very discreet could be offended by in- their-face security • The environment does cameras influence the • That could be another perceived value of the reason that the stores merchandise are not richly decoratedStanford University Online Course: A Crash Course on Creativity Assignment 2 Are you Paying Attention By Pranav Sanghavi October 2012 09
    • Personnel ObservationStanford University Online Course: A Crash Course on Creativity Assignment 2 Are you Paying Attention By Pranav Sanghavi October 2012 10
    • Personnel Observations: Things Observed: My Take on the same: • All the personnel are • It’s the enthusiasm and young adults in their 20s energy of the youth that barring a few store would help the sales managers and there are equal number of both male and female staff • Majority of the stores • I guess it works for me as lets the customer I don’t like to be browse and promptly pestered when I’m helps when asked to and browsing for didn’t notice them merchandise and ask treating customers only when I’m buying differently somethingStanford University Online Course: A Crash Course on Creativity Assignment 2 Are you Paying Attention By Pranav Sanghavi October 2012 11
    • Personnel Observations: Things Observed: My Take on the same: • Every Store had a • It’s easier for the uniform for their customer to identify employees and only one store employees used the staff and ask for their own products help • The ratio widely varied • Larger stores had a from 1:10 to 1: 2 weaker ratio where depending on the as smaller ones had customers in the store a better ratio and the size of the storeStanford University Online Course: A Crash Course on Creativity Assignment 2 Are you Paying Attention By Pranav Sanghavi October 2012 12
    • Product (of) ObservationStanford University Online Course: A Crash Course on Creativity Assignment 2 Are you Paying Attention By Pranav Sanghavi October 2012 13
    • Product (of) Observation: Things Observed: My Take on the same: • The first product one • This product is either notices is the one the main product of displayed on a table in the store or items on front of the entrance sale to draw the • Most stores have a customer into the central display table store • Sale items are either up • Those store who use in the front or right at sale items to draw a the back customer set them up in frontStanford University Online Course: A Crash Course on Creativity Assignment 2 Are you Paying Attention By Pranav Sanghavi October 2012 14
    • Product (of) Observation: Things Observed: My Take on the same: • The products are • This makes it easy for the customer to find and arranged by function and browse colors mostly • These help in promoting • No free samples but sales demonstrations and try • Makes it easier to view me products the products and hard to miss • Over 90% of the • It saves the customer the products are at eye level embarrassment of asking a staff not knowing • All prices were easy to whether they will be able find to afford it or notStanford University Online Course: A Crash Course on Creativity Assignment 2 Are you Paying Attention By Pranav Sanghavi October 2012 15
    • Product (of) Observation: Things Observed: My Take on the same: • Slow selling items were • I guess it makes sense to found at the least have fast selling items up accessible location front • Many of the stores had • I guess the store would not be perceived as too the most expensive and expensive if two least expensive products disparately priced items next to each other were together • All stores had impulse • It is surely there to temp items next to the cash the customer to add register items in their cartStanford University Online Course: A Crash Course on Creativity Assignment 2 Are you Paying Attention By Pranav Sanghavi October 2012 16
    • Customer is KING or QUEENStanford University Online Course: A Crash Course on Creativity Assignment 2 Are you Paying Attention By Pranav Sanghavi October 2012 17
    • Customer is King or Queen: Things Observed: My Take on the same: • All customers were • Very few came on their own. I guess shopping is a either with family or group activity as the friends opinion of the other person matters before • The customers age purchase ranged from 5 to 70 • At the mall there are years and both male and stores which cater to kids females were in equal as well as older people • I guess it’s because of the number layout of the store as they • Many stores they tend to want the customer to walk in the same path follow a particular pathStanford University Online Course: A Crash Course on Creativity Assignment 2 Are you Paying Attention By Pranav Sanghavi October 2012 18
    • Customer is King or Queen: Things Observed: My Take on the same: • The customer stays • It depends on the factors like store anything from 5 to 30 size, merchandise minutes (electronics: more time, clothes: lesser time) • They do touch the • It helps the customer make products and it is an informed decision encouraged in all stores I visited • Certain stores like shoe stores the customer is on a • There is a mixed number mission where as for of customers either on a clothes they are generally mission or just browsing browsingStanford University Online Course: A Crash Course on Creativity Assignment 2 Are you Paying Attention By Pranav Sanghavi October 2012 19
    • Other Observations, Things Missed Before And OpportunitiesStanford University Online Course: A Crash Course on Creativity Assignment 2 Are you Paying Attention By Pranav Sanghavi October 2012 20
    • Observations & Things Missed Before: Things Observed: My Take on the same: • Every store had at • This is unique to India least one security as shop lifting is guard at the entrance common and this would put a sense of fear in the potential • All cash register shop lifter counters are either towards the exit or at • I had never noticed the back of the store this in stores fact before this exerciseStanford University Online Course: A Crash Course on Creativity Assignment 2 Are you Paying Attention By Pranav Sanghavi October 2012 21
    • Opportunities: Things Observed: Opportunity: • All the floors are • I feel there is an opportunity for a company shiny, slippery and to provide a thin absolutely plain rubber/plastic (recyclable) floor mat with printed details about the products, directions to sections etc., which affixes itself easily to the floor. They could be foot shaped, roll out mats like carpets etc. This will make the floor more safe and more informative to the customer.Stanford University Online Course: A Crash Course on Creativity Assignment 2 Are you Paying Attention By Pranav Sanghavi October 2012 22
    • Thank YouStanford University Online Course: A Crash Course on Creativity Assignment 2 Are you Paying Attention By Pranav Sanghavi October 2012 23