This is my observation on 6 stores for Crash Course on Creativity: Are You Paying Attention?

1. CRASH COURSE ON CREATIVITY:
ARE YOU PAYING ATTENTION?
 Assignment 2: Observation
 Gramedia Bookstore
 Azza (Muslimah’s Wear Shop)
 Matahari Department Store
 Naughty (Accessories Shop)
 ICC (Laptop Stores)
 Hypermart
by dian anggraini sulistyowati

2. 1st Store: GRAMEDIA BOOKSTORE
I love reading and Gramedia is my favorite place to visit. The wide door
was open as if it gave warm welcome to its customers. I could easily see
the featured books which drew me to go inside the store.

3. Gramedia’s Environment
Clean, tidy and comfortable environment equipped with easy listening
music.

4. Gramedia’s Cash Register
I never noticed about the award given to Gramedia until the day when I
took this picture.

5. Gramedia’s cashier
The cashier was located on the left front side of the store, near the
entrance/exit path.

6. The First Products I Noticed

7. Items “for sale” at Gramedia

8. Gramedia’s products are arranged by category
(function)

9. New Arrival Books are those products at eye level

10. Products in the least accessible locations

11. The impulse item near cash register

12. The Customers: touching, reading, browsing

13. 2nd Store: Azza Muslimah’s Wear Shop
I love the design of this shop: chic and beautiful.

14. Azza’s Cash Register
It is located on the left side of the store. Brooches are those impulse
items near the cash register.

15. Azza’s Sales People

16. Azza’s Products

17. 3rd Store: Matahari Department Store

18. Inside Matahari Dept. Store

19. Matahari Cash Register

20. Sales Person

21. The First Product I Noticed

22. Matahari Special Promo: Shopping for Rp 150.000,- and
get additional shopping Rp 50.000,-

23. The Product arrangement is based on the product category and
also product’s brand name

24. The Product At Eye Level

25. The impulse item near the cash register is the big
announcement of mega prize for the consumers

26. 4th Store: Naughty Accessories Store

27. Inside Naughty

28. The Cash Register

29. The first product I noticed

30. The impulse items near the cash register

31. 5th Store: ICC Computer
This store drew me in because of my interest in
computers.

32. The Display and Featured Products

33. ICC Cash Register

34. The first product I noticed: Notebook Case

35. The impulse item near the cash register

36. 6th Store: Hypermart in Madiiun
Yes, this kind of store always draw me in once a month when
I’m doing my monthly shopping  In such store , the door is
always open. Even if it has a door, it uses the glass door that
swings each time a customer comes in. So, it seems that the
store says to its customers: “Hey, you are all welcome here...!” I
think that is the way it greets its customers in order to create
friendly and helpful environment. Further, the sign lettering
which is clear, big, and eye-catching makes the store easy to
find.

37. Hypermart’s Environment
This store has white color scheme to emphasize that they only sell fresh, clean and
hygiene products. This can be seen in the choice of using the white ceramics floor .
This store’s ceiling is about 3 meters high and fully air conditioned. So, I think people
are comfortable to shop here. Meanwhile the store looks bright; the choice of color
scheme helps for the brightness. The environment is calm enough for people to shop
comfortably here. There is also a music playing to make the customers enjoy their
shopping. The store is warm, crowed with merchandise and smells distinctively.

38. Hypermart’s Cash Register
The store’s cash registers are located before the exit door. And
since it is a big store, it has more than one cash registers. I think
there were 5 to 6 Kassa opened at the time when I was taking
this picture. The store is also equipped with some CCTVs for its
security which are located at the upper cashiers’ area
showing/recording its customers’s shopping activties. I usually
spend 1-2 hours for shopping in this store. I think the
environment influence the perceived value of the merchandise:
“low prices and more...”

39. Hypermart’s Personnel
Like those supermarkets, this store applys self service. It has some salespeople who are ready at
each section of this store. They treated all the customers friendly and helpful. I think there were
about 20 salespeople at that time including the cashiers. They were around 20-30 years old
which consists of 13 women and 7 men. I think the sales people are also using the store
products beacuse I’ve ever noticed when some of them paid for the things they purchased in
the store. These salespeople are easily to be found because of the uniform they were wearing
whose colors are in harmony wth the sign lettering of this store.

40. The Featured Products
The first product that I noticed is the featured products above.

41. Hypermart’s Products for Sale

42. Hypermart’s Products are arranged by categories
The most expensive products are located in separate places
such as the bicycle section, sport equipment section, and music
instrument section.
Meanwhile the least expensive products are located at places
such as near cash register, or in a basket/box based on the
merchandise category.
Items such as household equipments, sport equipments, music
instrumetnts, furniture and plastic boxes/containers are in the
least accessible locations.

43. Products At Eye Level
Isotonic Drink with Lemon and Orange High Calcium Milk With Variant Taste
Taste

44. Impulse Products Near Cash Register
Pepermints, snacks, chocolates, electronic voucher for pre-paid cellular phone
customer are those impulse items.

45. The Customers
Most customers went to this store with their families. They
were mostly women around 25-50 years old. When they
entered the store , they tended to walk in the different
direction. On average, they spent about 1-2 hours in the store.
Mostly, they touched the products to make sure that they got
good products. Most customers appeared to be browsing
although actually they already had a plan on what to buy.

46. Insights and Opportunities
 Gramedia  Becoming a writer – children
book writer
 Naughty  I love “Crystall Balls” (the first
product I noticed at this store). I think they can
add varities of the products, not only those
which reflect of loving couple but it can also
reflect a scenery, a landmark, etc. It inspires
me to open Crystall Balls shop.

47. Insights and Opportunities
 Azza  I was the only visitor when I was
having my observation. So, I think the store
needs a promotion , such as giving discounts
to certain products, free sale, displaying new
arrival stuffs, etc which can be put on a bright
color board to make them eye-catching and
attractive for customers.

48. Insights and Opportunities
 ICC Store  Like Azza, the store needs
attractive promotion for example, special
discounts, free bonus for each purchase of
certain laptop, featured accessories, etc. It’s
also a good idea if it can provide a laptop
which can be used by customers to try
interesting game, listening to music, watching
movie, etc.