Are you paying attention

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Are you paying attention

  1. 1. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? -Assignment 02ARE YOU PAYING ATTENTION?An observation in 3 stores in Cologne, Germany(due to lack of time I focused on three stores!)
  2. 2. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? - The observed stores 1. Mayersche Buchhandlung (bookstore) 2. Globetrotter (shop for outdoor equipment, e.g. hiking, camping, outdoor footwear...) 3. Butlers (shop for interior decorations and furniture accessories)Julian J. Schnell – Team 15118 Overview
  3. 3. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? - 1. Mayersche BuchhandlungJulian J. Schnell – Team 15118
  4. 4. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? - 1. Mayersche Buchhandlung BEFORE ENTERING THE STORE - Doors are open (there are no doors) - Everything feels quite welcoming, friendly and open - „Reduced price“-items standing in front of the store as eye- catchers, items are kept very general: illustrated books, cooking books, books of the city Cologne...)Julian J. Schnell – Team 15118 Observations
  5. 5. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? - 1. Mayersche Buchhandlung ENVIRONMENT - Light and cosy surrounding, carpeted floor - Cash register on every floor at the same position -> no need to search for the cashier, it‘s always in the same place! - Many sofas -> one is encouraged to stay for a long time, to read and rummage in books - Children‘s play area in the kids book section - Special topic sections are on the borders; common items, such as newspapers, calendars are in the middle of the floor, so you‘ll have to pass themJulian J. Schnell – Team 15118 Observations
  6. 6. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? - 1. Mayersche Buchhandlung PERSONELL - Staff is not wearing uniform - There are information areas, where you can contact a staff member - Staff has no script to follow while in contact with a customer - Staff members reflect the consumer group: male and female salespeople (though a bit more women), no specific age groupJulian J. Schnell – Team 15118 Observations
  7. 7. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? - 1. Mayersche Buchhandlung PRODUCTS - not only books, also seasonal products and other stuff (toys, items related to book section, e.g. incense sticks in the esotericism section) - Classic books are set up aside (maybe because one typically buys them by intention?), bestseller are set up near the entrance - Featured books are typically bestsellers, illustrated books and those with celebrities on book cover - There are impulse items near cash register, such as bookmarksJulian J. Schnell – Team 15118 Observations
  8. 8. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? - 1. Mayersche Buchhandlung CUSTOMERS - Males as well as females in almost every age - More singles than couples - Young women, but only few young men - Customers tend to walk a predetermined pathJulian J. Schnell – Team 15118 Observations
  9. 9. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? - 1. Mayersche Buchhandlung OTHER OBSERVATIONS - Idea for improvement: - Feature books that are related to a special event, that takes currently place in the city! For Example: This bookstore sells illustrated books of David Hockney (artist), but didn‘t feature them notably though there is currently an exhibitionof him taking place at the Cologne exhibition hall!Julian J. Schnell – Team 15118 Observations
  10. 10. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? - 1. Mayersche Buchhandlung INSIGHTS I never thought about it before but I go to this bookstore quite often, even when I don‘t want to buy something. The created atmosphere makes you feel very good. They used to have a long table with internet terminals, for some reason they decided to take it out. I think by keeping it, customers would stay even longer! -> BUILD A COSY SURROUNDING AND PEOPLE COME AND STAY!Julian J. Schnell – Team 15118 Insights
  11. 11. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? -2. Globetrotter
  12. 12. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? - 2. Globetrotter BEFORE ENTERING THE STORE - Doors are closed - Only a few display windows - No products outsideJulian J. Schnell – Team 15118 Observations
  13. 13. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? - 2. Globetrotter ENVIRONMENT - First thing you see is a stand-up display promoting a outdoor exhibition that is sponsored by Globetrotter - Security is standing demonstrative at the entrance - shelves with catalogues as free take away - No music‘s playing, but you can slightly hear animal voices - Sandy, wooden floor, light surrounding - Everything feels quite open: there is no predetermined way you are supposed to walk, you might feel a little lost but adventurous (-> getting lost is part of the journey?)Julian J. Schnell – Team 15118 Observations
  14. 14. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? - 2. Globetrotter ENVIRONMENT - Cash register on the same spot on each floor - Ceiling is blue-greenish (-> to imitate heaven/sea/forrest/jungle – impression?) - You are invited to test products (there‘s a rain room to test waterproof jackets, a terminal to test gps devices, even a swimming pool to test kayaks) - There‘s a coffee shop, a travel pharmacy, a travel agency as well as a doctor‘s practice to get you immunizationJulian J. Schnell – Team 15118 Observations
  15. 15. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? - 2. Globetrotter PERSONELL - Staff is wearing uniform - There is a information point, where you can contact a staff member, though you might miss this information point quite easily - Staff has no script to follow while in contact with a customer - Staff members reflect the consumer group: mostly male salespeople, no specific age groupJulian J. Schnell – Team 15118 Observations
  16. 16. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? - 2. Globetrotter PRODUCTS - You may test a lot of the products to get an experience - There are no featured articles - They sell toys & books in the kids section - No impulse items near the cash registerJulian J. Schnell – Team 15118 Observations
  17. 17. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? - 2. Globetrotter CUSTOMERS - Mostly male, every age - Almost only singles - Customers don‘t tend to walk a predetermined path as the concept of the store is kept quite openJulian J. Schnell – Team 15118 Observations
  18. 18. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? - 2. Globetrotter OTHER OBSERVATIONS - Idea for improvement: - First impression of the store is quiet blurred because of the aggressive promotion of the store catalogue and the sponsored events -> Instead of offering free catalogues, they should display eye-catching products near the entrance which lure you into the storeJulian J. Schnell – Team 15118 Observations
  19. 19. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? - 2. Globetrotter INSIGHTS This store seems to have focused on his consumer group! Everything feels very adventurous, you can test many things, the staff seems to use the products as well – so you get the feeling to be in good hands -> FOCUSING ON THE CONSUMER!Julian J. Schnell – Team 15118 Insights
  20. 20. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? -3. Butlers
  21. 21. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? - 3. Butlers BEFORE ENTERING THE STORE - Doors are open - Cooking- & seasonal items outsideJulian J. Schnell – Team 15118 Observations
  22. 22. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? - 3. Butlers ENVIRONMENT - Discrete lounge music - Flashy lights, that might be practical, but generate no cosy atmosphere - One Power aisle with small aisles branching off - Parquet floor - Smell of candles - Cash register near the entrance - There is no thematically distribution of the products (you find dinnerware on every floor!)Julian J. Schnell – Team 15118 Observations
  23. 23. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? - 3. Butlers PERSONELL - Staff is wearing uniform - Staff has no script to follow while in contact with a customer - Staff members reflect the consumer group: only womenJulian J. Schnell – Team 15118 Observations
  24. 24. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? - 3. Butlers PRODUCTS - No featured products - Many seasonal articles (Christmas) - Arrangement of products seems quite chaotic - Impulse items near cash registerJulian J. Schnell – Team 15118 Observations
  25. 25. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? - 3. Butlers CUSTOMERS - Almost only femaly, up to Mid 40s - Few with their partners, sometimes two women - Customers have to walk a predetermined path as there is not really any other way!Julian J. Schnell – Team 15118 Observations
  26. 26. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? - 3. Butlers OTHER OBSERVATIONS - Idea for improvement: - Distribution of products doesn‘t make sense at all! Also, new items, which haven‘t been put in shelves yet, are stored closed on pallets on the sideway, which hinder the consumer‘s way through the storeJulian J. Schnell – Team 15118 Observations
  27. 27. A Crash Course on Creativity – Prof. Tina Seelig, Stanford University - Assignment 02: ARE YOU PAYING ATTENTION? - 3. Butlers INSIGHTS This store seems to have focused on women only! As a male, I got lost immediately due to the missing sectioning. I wouldn‘t find a single product, except by asking or by coincidence. I went to the store several times before but didn‘t realize this. The store made a very chaotic impression to me and hence it felt quiet unlovely. -> AVOID CHAOS – TAKE CONSUMERS BY THE HAND!Julian J. Schnell – Team 15118 Insights

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