Are you paying attention francisco palma a.

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Are you paying attention francisco palma a.

  1. 1. ARE YOU PAYING ATTENTION?A Crash Course on CreativityProfessor Tina Seelig, Stanford University Francisco Palma A.
  2. 2. The Stores!A Crash Course on CreativityProfessor Tina Seelig, Stanford University Francisco Palma A.
  3. 3. The Stores!A Crash Course on CreativityProfessor Tina Seelig, Stanford University Francisco Palma A.
  4. 4. The Stores!A Crash Course on CreativityProfessor Tina Seelig, Stanford University Francisco Palma A.
  5. 5. …and the comparativesBefore you enter the The Line Umbro Nike Reebok Adidas Spartastore:Does the store draw you Yes, with you Yes, with brand Yes, with your Yes, own design Yes, with your Yes, sportin? If so, how? brand value and colours symbol and colours symbolIs the door open or Open Open Open Open Open Openclosed? Product Product Product Product Product ProductHow does this make you Availability and Availability and Availability and Availability and Availability and Availability andfeel? good reception good reception good reception good reception good reception good receptionHow big is the sign Smaller size. Own Medium size at Medium size at Smaller size at Medium size at Big size at thelettering and in what font lowercase the entrance the entrance the entrance the entrance entrancefont? Ill find what IWhat does it tell you Ill find what I Specific sports, Specific sports, Ill find what I Ill find what I need, top andabout the store? need trainning trainning need and quality need qualityEnvironment: Orange and White walls in theWhat is the color scheme Grass green and Claire and grey Black and White. Orange and grey wood tones. store. It does notof the store? How does wood. Soccer tones. Is Provide an tones. Like Nike Good contrast. I affect thethis affect you? scene. monotone. identity. feel good. customer Parquet likeWhat type of floor does Parquet ceramic. Gives Blue and red Parquet like Parquet likethe store have? How contrasted. Concrete. contrast and parquet. Gives ceramic. Gives ceramic. It is verydoes this effect the Orange and grey Normal soil. consistent with energizing contrast. monotone.environment? tones. the environment. contrast. Modern.A Crash Course on CreativityProfessor Tina Seelig, Stanford University Francisco Palma A.
  6. 6. The ceiling is high The ceiling is high The ceiling is The ceiling is The ceiling is and under, The ceiling is and under,How high is the ceiling? normal. False high. Good under. Sense of staggered. Good under. Sense of staggered. GoodHow does this feel? Ceiling. Sense of contrast. depth. contrast. depth. contrast. depth. Dynamic. Dynamic. Dynamic.How brightly lit is the High. Energizing High. Energizing High. Energizing Low. Sense of Normal. Modern Average. Nostore? How does this and sport and sport and sport warmth. and warmth. effect.affect you? environment. environment. environment.How loud is the Normal Normal Noiseless Noisy Normal Normalenvironment? Clients Clients ClientsWhat is causing the Clients Clients Clients conversation, conversation, conversation andnoise? conversation. conversation. conversation. other stores and other stores and other stores. location. location.Is there music playing? If Yes, playing Yes, playing Yes, playing Yes, playing Yes, playingso, does it fit the music. It is not No playing music. music. It is fit. music. It is fit. music. It is fit. music. It is not fit.environment? fit.Is the store warm or Warm. Fresh. Warm. Fresh. Fresh. Warm.cold?Is the store crowed withmerchandise or is it Crowed. Crowed. Crowed. Sparse. Crowed. Crowed.sparse?Does the store have a No. No. No. No. No. Yes, sweet smell.distinctive smell? End in theWhere is the cash End in the middle End in the middle End in the middle middle of the At the entrance. At the entrance.register located? of the store. of the store. of the store. store. Sensors, Sensors, Sensors,How visible is the store Sensors and personnel and Sensors. personnel and Sensors. personnel andsecurity? personnel. vigilants. vigilants. vigilants.How long do you want to 10 minutes. 5 minutes. 30 minutes. 12 minutes. 10 minutes. 6 minutes.stay in this store?A Crash Course on CreativityProfessor Tina Seelig, Stanford University Francisco Palma A.
  7. 7. Does the environmentinfluence the perceived Yes, value Yes, adds value. Yes, adds value. Yes, adds value. Yes, adds value. Yes, adds value.value of the decreases.merchandise?Personnel:How long does it takebefore a sales person 5 minutes. 30 seconds. 7 minutes. 8 minutes. 15 minutes. 5 minutes.initiates contact?Does the salespersonhave a script to follow No. Yes. Yes. No. No. No.with each customer?Does the salespersontreat different customers No. No. No. No. No. No.differently?What is the ratio ofsalespeople to Adviser. Consultant. Consultant. Consultant. Consultant. Adviser.customers? 20 to 50 years. 20 to 30 years. 20 to 30 years. 20 to 40 years.What age and gender are 24 to 30 years. 25 to 45 years. Male: 40% and Male: 50% and Male: 40% and Male: 75% andthe employees? Male: 100% Male: 100% Female: 60%. Female: 50%. Female: 60%. Female: 25%.Are the salespeople No. Yes. Yes. Yes. Yes. Yes.using the store products?Do the salespeople have Yes. Yes. Yes. No. Yes. Yes.a uniform?Do the salespeople Only 20%. No. Only 60%. Only 30%. Only 50%. Yes.match the stores image?Products:What is the first product Central display Central display Central display Central display Exercises Ledge products.that you notice? table and ledge table and ledge table and ledge table and ledge Machine.A Crash Course on CreativityProfessor Tina Seelig, Stanford University Francisco Palma A.
  8. 8. products. products. products. products.Is there a central displaytable with featured Yes. Yes. Yes. No. Yes. No.products?Where are items that are Yes, at the“for sale” located in the No. No. No. No. No. entrance.store?How are the productsarranged? By Brand, function Function and Type and Function and Function. Function.function? By price? By and type. type. function. type.color?Are there free samples or Yes. Yes. Yes. Yes. Yes. Yes.demonstrations?What products are at eye Shoes, shirts and Shoes, shirts and Shoes, shirts and Shoes, shirts and Shoes, shirts and Shoes, shirts andlevel? jackets. jackets. jackets. jackets. jackets. jackets.What items in the store Specific club Specific club Specific club Specific club Specific club Specific club shirtsare in the least shirts and shirts. shirts. shirts. shirts. and accessories.accessible locations? accessories.Where are the most and Center of theleast expensive products On the wall. On the wall. On the wall. On the wall. On the wall. store.located?Are the prices of the Yes. Yes. Yes. Yes. No. Yes.products easy to find?Are there impulse items Yes, accessories Yes, accessories Yes, accessories No. No. No.near the cash register? and socks. and socks. and socks.Customers:Are most customers With someone: With someone: With someone: With someone: With someone:alone or with someone 60%. They are 50%. They are 50%. They are Alone: 100%. 20%. They are 50%. They areelse? What is the relatives or relatives. friends. relatives. relatives orA Crash Course on CreativityProfessor Tina Seelig, Stanford University Francisco Palma A.
  9. 9. relationship? friends. friends.What is the average age 20 to 50 years. 20 to 40 years. 20 to 50 years. 20 to 45 years. 25 to 50 years. 30 to 50 years.and gender of the Male: 70% and Male: 80% and Male: 50% and Male: 75% and Male: 60% and Male: 100%.customers? Female: 30%. Female: 20%. Female: 50%. Female: 25%. Female: 40%.When a customer entersthe store, do they tend to Yes. Yes. Yes. Yes. Yes. Yes.walk in the same path ordirection?How long do customersstay in the store, on 8 minutes. 3 minutes. 13 minutes. 10 minutes. 10 minutes. 5 minutes.average?Do customer touch theproducts? Is this Yes, be available. Yes, be available. Yes, be available. Yes, be available. Yes, be available. Yes, be available.encouraged?Do most customers In a mission: 50% In a mission: 20% In a mission: 10% In a mission: 50% In a mission: 60%appear to be on a In a mission: and browsing: and browsing: and browsing: and browsing: and browsing:mission or are they 100%. 50%. 80%. 90%. 50%. 40%.browsing?What percent ofcustomers purchase 10%. 0%. 40%. 0%. 30%. 0%.products in the store?A Crash Course on CreativityProfessor Tina Seelig, Stanford University Francisco Palma A.

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