Sue Sheikh's Assignment 2 - Creativity Class, Venture Labs

1. OBSERVING THE SHOPS AROUND US
by Sue Sheikh

2. VS.
Battle of the Hypermarkets.

3. REAL’s entrance: bright, colourful, organised
TESCO’s entrance: messy, haphazard, looks like they couldn’t care
less.
Everything in REAL gave the impression that it was very orderly -
overhead lamps were in long straight lines, aisles were straight unlike in
TESCO’s where islands of products were literally everywhere, as if they
had suddenly received the shipment of products and didn’t really know
where to put it, so they just dumped it where they could find floor
space.

4. REAL had an entire aisle at the entrance dedicated to promotional
offers. TESCO had little signs along every aisle to direct you to the
cheaper items which you could also get reward points with on your
TESCO Clubcard. But it wasn’t grabbing your attention as well as the
displays in REAL.
Floor tiles in both stores were of the same colour, but as you can see
from the photo on the right, TESCO had some dark-coloured spots on
the tiles, which contributed to the impression of mess. REAL’s, by
comparison, looked clean and neat.

5. VS.
Fashion Retail.

6. ZARA: lounge/chillout music was playing quite loudly; the scent of one
of their fragrances greeted you as you entered the store. The first thing
that strikes you is how everything is very classy - beige interiors from
floor to ceiling, and every detail, including the ceiling, is well arranged
and taken care of.
The display arrangements reminded me of the Fengshui principle to
allow traffic/air to circulate around objects - customers were literally
moving around in circles as they flitted from display to display.

7. ...vs. Mango
• The store was long and narrow,
and had more of an industrial
feel to it, with loud pop music
playing in the background.
• Customers were younger, less
of the more mature, working
crowd at Zara’s.
• It gave the impression that
clothes were cheaper, when
they actually weren’t.

8. VS.

9. DUKA: a store selling kitchen appliances at upmarket prices
Interiors: bright, colourful

10. ALMI Decor: Elegant home furnishings, mainly sourced from the East.
Interiors: dark, cosy, a showcase of elegant rooms. I liked the sign at
the entrance announcing a 20% discount on all products.

11. INSIGHTS & OBSERVATIONS
• Places that were more elegant or • Fragrances played a clear role in
classy paid attention to all details encouraging me to stay longer in
from top to bottom. I was surprised the store - gave me a light and
to note the differences in ceilings - happy feeling as I walked into the
I’m sure I had noticed it before, but store
I hadn’t paid that much attention to
it as much.
• More upmarket furnishing stores
had fewer paying customers (about
• Some principles, such as the ones 10% or even less) compared to
commonly associated with clothing stores which had at least
Fengshui arrangements do have 50% of walk-in customers buying
value when it comes to retail - at least 1 item. I think the fact that
circular movements encourage you you are encouraged to touch the
to walk more, see more and even merchandise more in the clothing
touch more of what’s on display. store had something to do with it.

12. INSIGHTS & OBSERVATIONS ...continued
• The salespeople in the store were • Well-organized display
only needed when customers were arrangements encouraged me to
looking for assistance in finding the stay longer in the store - they made
right size or a particular item. In me feel good in the store so I felt
general, there were very few less like leaving.
salespeople in each store
compared to the crowd coming in.
• Entrances that were not cluttered
Most of them weren’t around to
with displays, that actually had
greet customers as they entered.
some room, also made me feel
good about walking in - I could take
• Security guards, if any, seemed to in the space of the store as I walked
serve this function of greeting and in and that, in turn, made me feel
bidding farewell to customers like I was welcomed.
because they are placed right at the
entrance of the stores.

13. POSSIBLE OPPORTUNITIES
• Fengshui as an fundamental • In retail sales, the customers should
element of interior design for retail always be encouraged to touch the
outlets - facilitates traffic flow which merchandise. The higher the rate of
in turn increases browsing time, touch, the higher is the likelihood of
increases the tendency to touch the a purchase. In elegant furnishing
display and ultimately, leading to a stores, this could translate to
purchase. having several items in each rooms
designated to be touched by
customers, with visible signs to
encourage it.

14. The end.
Thank you for your time :)