The document discusses observations made while closely examining several different stores. Three key points: 1) Stores with better customer service and longer customer visits tended to have better lighting, color schemes, and designs that created a more welcoming environment. Stores with poorer service seemed more transactional. 2) Color, lighting, creative displays and merchandising layouts had a powerful impact on the brand experience and made some stores more memorable. 3) Technology was ubiquitous across stores but usually designed to blend in, while subtle touches like lighting, flooring and pop-up displays had a bigger impact on shaping the customer experience.

1. ARE YOU PAYING ATTENTION?
Assignment #2
Submitted by
Seth Schalet
Crash Course on Creativity Course

2. Observation Lab Questions
Before you enter the store: Products:
Does the store draw you in? If so, how?
What is the first product that you notice?
Is the door open or closed?
Is there a central display table with featured products?
How does this make you feel?
How big is the sign lettering and in what font? Where are items that are “for sale” located in the store?
What does it tell you about the store?
How are the products arranged? By function? By price? By color?
Environment: Are there free samples or demonstrations?
What is the color scheme of the store? How does this affect you?
What products are at eye level?
What type of floor does the store have? How does this effect the environment?
What items in the store are in the least accessible locations?
How high is the ceiling? How does this feel?
How brightly lit is the store? How does this affect you? Where are the most and least expensive products located?
How loud is the environment?
Are the prices of the products easy to find?
What is causing the noise?
Are there impulse items near the cash register?
Is there music playing? If so, does it fit the environment?
Is the store warm or cold?
Customers:
Is the store crowed with merchandise or is it sparse?
Does the store have a distinctive smell? Are most customers alone or with someone else? What is the relationship?
Where is the cash register located?
What is the average age and gender of the customers?
How visible is the store security?
When a customer enters the store, do they tend to walk in the same path or direction? -
How long do you want to stay in this store?
Does the environment influence the perceived value of the merchandise? How long do customers stay in the store, on average?
Do customer touch the products? Is this encouraged?
Personnel:
How long does it take before a sales person initiates contact? Do most customers appear to be on a mission or are they browsing?
Does the salesperson have a script to follow with each customer?
What percent of customers purchase products in the store?
Does the salesperson treat different customers differently?
What is the ratio of salespeople to customers?
What age and gender are the employees? Other Observations:
Are the salespeople using the store products?
Do the salespeople have a uniform?

3. Store 1: Draeger's Photo Collage
Observations
• Bright multi-colors at
entrance
• Aroma of fresh cut
flowers at entrance
• Display causes you to go
left, or go right upon
entering
• Lighting varies to create
moods at specific areas
• Strong use of color
contrast throughout store

4. Store 2: Noah’s Bagels Photo Collage
Observations
• Haphazard display case
presentation of food
• Poor layout leads to
inefficiency and slow
service
• Less visually enticing
and welcoming than
Starbucks or Peet’s
• Doesn’t invite you in to
stay & linger

5. Store 3: Safeway Photo Collage
Observations
• Different floor patterns and
material types throughout
• Electrical & refrigeration access
points thought-not visually
appealing
• Access to fruit/vegetable bags not
convenient
• Lighting poor throughout-not an
inviting or colorful environment
when compared to Whole Foods
for example
• Self-service checkout
layout/process poorly designed

6. Store 4: 24Hour Fitness Collage
Observations
• Bright & well lit areas
• Equipment types grouped
together by use
• Various materials and patterns
on floor to hide dirt and use
• Uniform colors to distinguish
degree of difficulty with
equipment
• Equipment is all grey/black in
color

7. Store 5: CVS Pharmacy Collage
Observations
• Red & Blue dominant color
theme
• Brightly lit throughout
• Extensive use of pop-up
displays
• Different type of anti-theft
scan at entrance/exit than
other stores
• Multi-use flooring—different
patterns near refrigeration
than other areas

8. Store 6: Home Depot Collage
Observations
• Industrial design-not
welcoming-more utilitarian
• Poor lighting not conducive to
welcoming atmosphere
• Colors (except for appliances)
tend to be dark throughout
• Large variety of display cases
& display racks
• Unlike Lowe’s, not as inviting
for women (who make most of
the purchasing decisions) to
spend time in

9. Store 7: Starbucks Collage
Observations
• Extensive use of pop-up displays
• Creative use of seating
positioning to maximize seating
availability
• Very colorful-many colors on
merchandize and displays—bright
and airy
• Brand logo placed in prominent
easy to see locations
• Signage clear and
communicative-wife, store hours-
ease of access to data paramount

10. So What Struck Me When Paying
Attention?
• Despite visiting each of the stores frequently, I never bothered to “observe”, I was a “passive, not
active” customer
• The stores where customer service was best-or more encompassing-also were the most well lit and
designed for longer customer visits. Stores with poorer customer service seemed more
transactional-get them in and out and didn’t use welcoming materials or designs
• Color and lighting are critical visual cues that create a subconscious image that has a powerful
impact on experience and brand awareness
• Certain stores use creativity—pop-up displays, merchandise layout, seating, lighting, etc. that has a
very powerful effect on the brand and the in-store experience. For me, they seem to be more
memorable and easier to describe the in-store experience over those that are just utilitarian in
design or layout. Distinctiveness makes for a more engaging experience
• How much technology is deployed throughout and the merchants ever growing dependence on
technology—Wi-Fi antennas, cameras, specialty lighting, anti-theft devices. All stores used this and
in most cases, seemed like it was designed to be in the background and not noticeable by the
customer
• Things I thought I knew, I didn’t know as well as I thought. Examples: Types of merchandise sold or
displayed, why items are located where they are, why I went left, or right upon entrance or, by
habit, do I go to the same place in the store all the time