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Assignment 2
Assignment 2
Assignment 2
Assignment 2
Assignment 2
Assignment 2
Assignment 2
Assignment 2
Assignment 2
Assignment 2
Assignment 2
Assignment 2
Assignment 2
Assignment 2
Assignment 2
Assignment 2
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Assignment 2

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Are you paying attention? …

Are you paying attention?
Assignment #2 for Crash Course on Creativity - Stanford University

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  • Bravo! Yours is only the second assignment that 'did' the assignment .

    2) Create a presentation that captures your INSIGHTS and HIDDEN OPPORTUNITIES. What types of things had you missed before? What were your biggest surprises? Are there opportunities hidden in plain sight
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    Are you sure you want to  Yes  No
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  • 1. Are You Paying Attention? Yes, I am! ASSIGNMENT #2 # C R A S H C R E AT I V I T Y Velika Kapitanof
  • 2. Observation Exercise Location:  Shopping Mall in Toronto, Ontario, Canada Particulars  40+ stores including Pharmacy, Grocery, Jeweler, Shoes and Clothing  Main floor has all retail stores with a Food Court in the centre  Upper and Lower floors have Doctors’ office, Physiotherapy and Aesthetic Services Demographics  Multi-cultural; families; singles/couples and senior citizens
  • 3. Observation Exercise Stores visited  Grocery Store  Jeweler  Clothing Store  Bakery  Fruit Market  Gift shop  greeting cards, decorative items, birthday / wedding gifts
  • 4. What did I see? The Mall parking lot was full  Hard to find an empty spot  People were entering the mall; others leaving the mall and going to their cars  Not many had shopping bags in hand Most stores were empty ** Tables in the Food court were full with large groups  people sitting together, talking, laughing, drinking coffee** details to follow in subsequent slides
  • 5. JewelerBoth salespeople were 1 customer attending the 1 customer Items well displayed Well lit Full window display Newly renovated facing the mall – nice fixtures & hardwood floor New customer not greeted Security cameras in place 2 salespeople No Sale signs In-store displays very neat & well lit
  • 6. Bakery Glass cases No customers with dessert upon entry were not lit Music playing Fresh Bread in the background Sign on window: Fresh Bread Poorly lit after 11:30 am Customer traffic is for purchaseShelves were bare of bread only Owner/Clerk very pleasant Exterior unwelcoming
  • 7. Fruit Market1 cashier but lines Fruit & Flower move quickly displays outside of store Owner watches customers from Steady flow of back of store customers Well lit Easy to get around Cashier is friendly, but owner/security Vegetables standing in thepackaged & priced back is individually unapproachable Good variety of Produce is fresh product
  • 8. Gift Shop Sale signage Gifts & cards well displayed for all occasions1 Salesperson Items clearly 2 Customers marked & identified Halloween Many items on decorations sale are dominant SalespersonSalesperson approached to greeted offer warmly assistance
  • 9. Clothing StoreTons of items Merchandise on Sale displayed in an orderly, tidy Store full of mannermerchandise 1 Customer atCash register registerin the middle of store Well lit2 salespeople Aisles clear – both at but somewhat register tight Store too Easy for a crowded with customer to merchandise be overlooked
  • 10. Grocery StoreLines moved slowly Well lit Store was packed Staff stocking 5 cashiers – all shelves busy Tons of products Hard to pass thru Sales clearlythe produce section marked – too many people Many kids running & carts around Customers bag Express cashier – own groceries less than 10 items Cashiers tired & – had the longest frustrated due to lineup volume
  • 11. Results Findings Opportunities Retail stores had very  Customers inside the little customer traffic mall must be converted  Even with items on Sale, from window shoppers customers were not to actual shoppers entering the stores  Stores have to step outside of their store to entice customers  Display some sale merchandise outside of store
  • 12. Results Findings Opportunities Grocery /fruit market  People are looking for were there only stores discounts & are enticed that had consistent foot by displays outside of traffic store  The express lane was the  Place low-priced items busiest; therefore, people near the front of the store were buying less than 10 items
  • 13. Results Findings Opportunities Bakery’s main staple is  Rearrange or remove store shelves the sale of fresh bread  Empty shelves makes store appear closed or out of  The only foot traffic was business for the purchase of bread  Display main product Bread is ready at 11:30  Bread (or a mockup) should be prominently displayed in am and runs out by the store and in the store window 2:30 pm  Increase the quantity of  Many would-be customers bread produced per day only hear “we ran out”  Morning & afternoon batch
  • 14. Results Findings Opportunities Customers enter the  Flyers or coupons mall but are not should be distributed shopping – socializing by stores to the food in food court court customers  Salespeople can walk around the food court a few times per day, talk to customers, tell them about their products & hand out flyers / coupons
  • 15. My Final Thoughts I have been to this mall many times and have noticed that the food court is usually crowded; however, never paid attention to the traffic inside the stores. I realize that this is a wasted opportunity for the retailers – the customer is literally right outside their door; they just have to find a way to get them inside. The best way I can summarize my finds is by referring to Steve Jobs who in May 1998 said,  “A lot of times, people dont know what they want until you show it to them.” It is now time for these retailers to show the food court customers what they want.
  • 16. Thank you for watching! # C R A S H C R E AT I V I T Y

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