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Are you paying attention presentation assignment #2-a crash course in creativity-venture lab

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  • 1. ARE YOU PAYING ATTENTION? Assignment #2 Submitted by Seth Schalet Crash Course on Creativity Course
  • 2. Observation Lab QuestionsBefore you enter the store: Products:Does the store draw you in? If so, how? What is the first product that you notice?Is the door open or closed? Is there a central display table with featured products?How does this make you feel?How big is the sign lettering and in what font? Where are items that are “for sale” located in the store?What does it tell you about the store? How are the products arranged? By function? By price? By color?Environment: Are there free samples or demonstrations?What is the color scheme of the store? How does this affect you? What products are at eye level?What type of floor does the store have? How does this effect the environment? What items in the store are in the least accessible locations?How high is the ceiling? How does this feel?How brightly lit is the store? How does this affect you? Where are the most and least expensive products located?How loud is the environment? Are the prices of the products easy to find?What is causing the noise? Are there impulse items near the cash register?Is there music playing? If so, does it fit the environment?Is the store warm or cold? Customers:Is the store crowed with merchandise or is it sparse?Does the store have a distinctive smell? Are most customers alone or with someone else? What is the relationship?Where is the cash register located? What is the average age and gender of the customers?How visible is the store security? When a customer enters the store, do they tend to walk in the same path or direction? -How long do you want to stay in this store?Does the environment influence the perceived value of the merchandise? How long do customers stay in the store, on average? Do customer touch the products? Is this encouraged?Personnel:How long does it take before a sales person initiates contact? Do most customers appear to be on a mission or are they browsing?Does the salesperson have a script to follow with each customer? What percent of customers purchase products in the store?Does the salesperson treat different customers differently?What is the ratio of salespeople to customers?What age and gender are the employees? Other Observations:Are the salespeople using the store products?Do the salespeople have a uniform?
  • 3. Store 1: Draegers Photo Collage Observations • Bright multi-colors at entrance • Aroma of fresh cut flowers at entrance • Display causes you to go left, or go right upon entering • Lighting varies to create moods at specific areas • Strong use of color contrast throughout store
  • 4. Store 2: Noah’s Bagels Photo Collage Observations • Haphazard display case presentation of food • Poor layout leads to inefficiency and slow service • Less visually enticing and welcoming than Starbucks or Peet’s • Doesn’t invite you in to stay & linger
  • 5. Store 3: Safeway Photo Collage Observations • Different floor patterns and material types throughout • Electrical & refrigeration access points thought-not visually appealing • Access to fruit/vegetable bags not convenient • Lighting poor throughout-not an inviting or colorful environment when compared to Whole Foods for example • Self-service checkout layout/process poorly designed
  • 6. Store 4: 24Hour Fitness Collage Observations • Bright & well lit areas • Equipment types grouped together by use • Various materials and patterns on floor to hide dirt and use • Uniform colors to distinguish degree of difficulty with equipment • Equipment is all grey/black in color
  • 7. Store 5: CVS Pharmacy Collage Observations • Red & Blue dominant color theme • Brightly lit throughout • Extensive use of pop-up displays • Different type of anti-theft scan at entrance/exit than other stores • Multi-use flooring—different patterns near refrigeration than other areas
  • 8. Store 6: Home Depot Collage Observations • Industrial design-not welcoming-more utilitarian • Poor lighting not conducive to welcoming atmosphere • Colors (except for appliances) tend to be dark throughout • Large variety of display cases & display racks • Unlike Lowe’s, not as inviting for women (who make most of the purchasing decisions) to spend time in
  • 9. Store 7: Starbucks Collage Observations • Extensive use of pop-up displays • Creative use of seating positioning to maximize seating availability • Very colorful-many colors on merchandize and displays—bright and airy • Brand logo placed in prominent easy to see locations • Signage clear and communicative-wife, store hours- ease of access to data paramount
  • 10. So What Struck Me When Paying Attention?• Despite visiting each of the stores frequently, I never bothered to “observe”, I was a “passive, not active” customer• The stores where customer service was best-or more encompassing-also were the most well lit and designed for longer customer visits. Stores with poorer customer service seemed more transactional-get them in and out and didn’t use welcoming materials or designs• Color and lighting are critical visual cues that create a subconscious image that has a powerful impact on experience and brand awareness• Certain stores use creativity—pop-up displays, merchandise layout, seating, lighting, etc. that has a very powerful effect on the brand and the in-store experience. For me, they seem to be more memorable and easier to describe the in-store experience over those that are just utilitarian in design or layout. Distinctiveness makes for a more engaging experience• How much technology is deployed throughout and the merchants ever growing dependence on technology—Wi-Fi antennas, cameras, specialty lighting, anti-theft devices. All stores used this and in most cases, seemed like it was designed to be in the background and not noticeable by the customer• Things I thought I knew, I didn’t know as well as I thought. Examples: Types of merchandise sold or displayed, why items are located where they are, why I went left, or right upon entrance or, by habit, do I go to the same place in the store all the time