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Assignment 2 - Observation
Crash Course on Creativity - 2012
View online: http://davidavs.com/creativity-attention/
1. Supermarket "Smart"
Type:
Supermarket
Size:
Large
Color Scheme:
Orange + red
Location
Rustaveli ave., Tbilisi, Georgia
Logo
Orange Squirrel
"Smart" is a big supermarket, occupying whole 1st floor of former telecommunication building, which recently was privatized,
and currently being re-organized to a business center.
Before you enter the store
¡ Store is located on whole 1st floor of a big building
¡ There are two entries: one goes to city center, another - to specially arranged parking place.
¡ Doors opened automatically
¡ Sign is big, written in italic font, bright orange color; seen from far away.
¡ Store draws in using parking sign very creatively - putting store logo and direction to store parking. I found 4 such
signs around.
General impression before you enter - this is a big supermarket, with big assortiment and great value of service.
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2. Environment
Unfortunately, Photographing was banned inside. I tried to take video hiddenly, but could not catch much.
Color scheme is orange + red, looks very light!
Floor... they did not care much about it - just left old stone floor. However, it does not break whole interior design.
Store is bright - it has windows 360 degrees, plus illumination in the middle, even during the day.
Environment is not totally quiet - there is a noise made by fridges.
No music.
There is a lot of space on whole 1st floor of the building, so store is sparse! Ceiling is quite high. They used wide space for
following:
¡ Big billboards on walls
¡ Big enough distance between shelves with goods
¡ In front of entry - wide area with featured goods in small carts in the middle.
Security system - when I was there they were just testing it :) - so, it was impossible to miss. There are cameras
everywhere on the ceiling, but they are quite small, and don't make impression of shadowing.
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3. Personnel
¡ Personnel initiates conversation by saying "Hello!"
¡ Probably, they have a script: saying "Hello" if they see that customer seem to have a problem, and "Thanks" at the
end.
¡ When I was in the store - it was quite empty; about one salesperson per 4-5 buyers.
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4. Salespeople have uniform:
¡ Women: red dress and black tights;
¡ Men: dark-gray suit and orange tie.
Products
First product I noticed - washing powder "Tide", having the same color as general color scheme of the shop, and stacked
leftwards of the entrance.
There is also a small table next to entry door, covered with orange cloth, with 3 featured products: assorted nuts, chips, and
something I don't really remember...
Products mainly arranged by type (function) - and, definitely, by color.
Prices are written on BIG (Letter-size) orange sheets.
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5. Customers
Customers are the typical customers of supermarket: mostly housewives, or couples, coming to buy products for home.
Most people come by car, and leave it on the parking place, provided by the supermarket.
Other observations
¡ Supermarket "Smart" uses branding colors and style of "Bank of Georgia" - one of the biggest commercial banks in
the country. A branch of this bank is just next to the supermarket, being continuation of common design (see 1st
photo). It probably means, that "Smart" really created by "Bank of Georgia" business group.
¡ They smartly use advantage of building, it's high ceiling and 360 degrees natural daylight.
¡ Parking is specially organized to attract customers.
¡ They use mirrors perpendicularly to the shelves to make impression of double amount of products.
¡ Next to the entrance, they stakc products, wrapped with colors of their brand color scheme - "Tide" some red-
wrapped cakes, etc.
Other Shops I've Visited
Sorry, don't have enough time to prepare full report on all places I've been - so just puttin photos and brief summary.
2. Furniture salon "Scavolini"
A small (less than 100 square meters) salon with branded Italian furniture. Was only place I've been, where visitor is encouraged to
take photos!
Provided a catalogue for free.
Auto-opened door with mechanic bell is also notable.
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7. 3. Computer store "Alta"
Medium-size computer store, selling PC's notebooks, phones and TV's. Color scheme - black & gray. Visitor is encouraged to
touch the products; personnel is very responsive.
Interesting thing - "Tax Free" plates along the facade. Forgot to ask, what exactly free from taxes there.
4. Philips store
Personnel - very unfriendly: catched me, when I took my phone to take a photo!
However, I liked black glossy ceiling, mirroring room interior, so the small shop looks really big. Interior design is authentic and nice!
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8. 5. iStore GE
Branded Apple store.
A very small shop, around 40 square meters, with Apple-specific white & silver color scheme.
Despites small area size, it's well organized: all the staff is placed on narrow shelves along the walls, keeping area free for moving.
Entire room is divided into 3 logical zones:
¡ iPads & iPhones - left of the entry door;
¡ Tiny staff (iPods & accessories) - right of the door;
¡ MacBooks & Apple monitors - in the back of the store.
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