Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
PAYING ATTENTIONAisha Abbas
Assignment   Go to at least 6 different stores. They can be at the    same shopping center or different locations. Spend ...
Shops Classification   6 stores of separate genus were    observed;    1.   Super Market    2.   Books & Stationary    3....
Observation Classification
1. The Supermarket                                  This     is    a     is                                  a Danish disc...
Observations   Automatic door which opens   Food Items closer to expiration on sale, near the entrance   Longer opening...
Observations   Noise free, music free environment. The only sounds audible are    the cash counter beeps   Customers of ...
Insights Factors    affecting  thesales at a supermarket are;   Freshness of the food   items   Cleanliness     of  the...
2. Books & Stationary Shop My second  stop wasthe exciting book store
Observations   Books on sale, and colorful    postcards/greeting cards were    placed outside the shop near the    entran...
Key Observations   Bright and calm surrounding, with    peaceful music playing in the    background lightly   Cash count...
Insights   Colorful environment makes it interesting to    go in   The library atmosphere with book samples    available...
3. Flowers & Decor  My third stop was    the beautiful    andfascinating flower &decorations   shop
Observations                Beautiful Christmas decorations, flower               pots, plants, scented candles on the   ...
Observations   Products are arranged color wise   Most   expensive    decorations    are    placed on higher shelves   ...
4. Shoes StoreMy 4th stopof the day was the famousshoe retail   chain
Observations   Shoes on sale were place    outside the shop that draws    customers in   Discount     brochures    were ...
Observations   Store had leather smell   Cash register was located near the exit   Customers of all ages, families, cou...
5. Clothing Boutique My fifthstop wasthe posh Casualclothing  store
Observations   Spacious,    light and     bright    surroundings, light music and    trendy casual wear draws in the    f...
Observations   Last season and all year round casual items are place    in the least accessible corner of the shop   All...
6. Mobile & Telecom CustomerService                           My last                        stop of the                  ...
Observations   Interesting environment with latest    products & service offer posters   Cooperative,      and       ext...
Observations   Customers are very    much encouraged to    check out the products    in detail   People      of     both...
Insights   All the shops except the supermarket had their doors    open   Sales personnel at all shops follow a similar ...
Insights   People do not go to supermarkets for browsing.    All the customers who enter the store make the    purchase a...
Opportunities   I learnt about the marketing tactics to draw    the customers into the shop and buying    things include;...
Opportunities   people can be fully understood and manipulated with    a checklist of motivators or pyramid of needs   O...
From my observation trip, I learnt new things about the Product Marketing, I          hope you did too
Upcoming SlideShare
Loading in …5
×

Paying attention-Observation Lab

372 views

Published on

This is the 2nd assignment for the crash course on creativity on the venture's lab; www.venture-lab.org/creativity

Published in: Education
  • Be the first to comment

  • Be the first to like this

Paying attention-Observation Lab

  1. 1. PAYING ATTENTIONAisha Abbas
  2. 2. Assignment Go to at least 6 different stores. They can be at the same shopping center or different locations. Spend at least 15 minutes in each store making OBSERVATIONS using the lab guide for reference. Take photos to capture your observations. 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?
  3. 3. Shops Classification 6 stores of separate genus were observed; 1. Super Market 2. Books & Stationary 3. Shoes 4. Flowers & decorations 5. Mobile/Telecom 6. Clothes boutique This presentation gives a summary of my observations, insights and the opportunities, I learnt from this exercise
  4. 4. Observation Classification
  5. 5. 1. The Supermarket This is a is a Danish discount super market . On a 5 minutes walk from my home, I buy all my groceries from here, every week. As the banner and the sign on the entrance tells, it stay open all 7 days of the week from 8 AM to 10 PM.Taking pictures was not allowed inside the store
  6. 6. Observations Automatic door which opens Food Items closer to expiration on sale, near the entrance Longer opening hours even on the weekends draw more customers in Use of bright colors to make the interior more spacious and airy Clean and clutter free environment fresh food items Comfortable environment to shop All the items are labeled with prices
  7. 7. Observations Noise free, music free environment. The only sounds audible are the cash counter beeps Customers of all ages and gender, alone, with family, kids or partners All the customers who get in the store, makes purchase everyone comes in on a mission Ice cream, impulse items i.e. chocolates, magazines, small jewelry items near the cash counter Sales personnel is in uniform, is polite and greets on exit
  8. 8. Insights Factors affecting thesales at a supermarket are; Freshness of the food items Cleanliness of the store Bright and airy atmosphere Rates of the items Open hours Availability of all the necessary house hold items Closeness to residential area
  9. 9. 2. Books & Stationary Shop My second stop wasthe exciting book store
  10. 10. Observations Books on sale, and colorful postcards/greeting cards were placed outside the shop near the entrance drawing people into the store Book store was divided into smaller sections, each section with a different color having individual genre of books. i.e. kids books in pink shelves, fiction in green, history in blue etc All the kid-puzzles and board games were placed on the centre table near the entrance
  11. 11. Key Observations Bright and calm surrounding, with peaceful music playing in the background lightly Cash counter is located near the entrance/exit Sales personnel is around age 20-30 Products are arranged by function Stationary items, Christmas decorations, envelops, stationary accessories, calendars, greeting cards are on the eye-level Schoolbags, table top globes were in the least accessible locations Impulse items near the cash counter include fancy sharpeners, bracelets, small games, key chains etc Customers of all ages from 5-70 were seen. Most customers tend to browse through and go
  12. 12. Insights Colorful environment makes it interesting to go in The library atmosphere with book samples available for reading and the reading chairs in front of the shelves makes it more customer friendly and exciting 20% of the customer make purchases each day
  13. 13. 3. Flowers & Decor My third stop was the beautiful andfascinating flower &decorations shop
  14. 14. Observations  Beautiful Christmas decorations, flower pots, plants, scented candles on the entrance catch instant attention of the people passing by The most friendly and cooperative sales personnel of my observation trip  Immediate welcome to the shop and cooperation in showing around the items  Dark brown wooden interior with plants and decorations and dim light gives a mysterious and mesmerizing forest look Store has beautiful fragrance of the scented candles around
  15. 15. Observations Products are arranged color wise Most expensive decorations are placed on higher shelves Impulse items including nougat, candied dry fruits, jewelry items, post cards near the cash counter More customers included females, moms with kids, couples etc 60-80 purchases a day, out of 300 browsing customers
  16. 16. 4. Shoes StoreMy 4th stopof the day was the famousshoe retail chain
  17. 17. Observations Shoes on sale were place outside the shop that draws customers in Discount brochures were placed in the shelf right after the entrance Spacious and well organized interior Light music playing in the background, and the other noise included light chatting and the cash counter beeps
  18. 18. Observations Store had leather smell Cash register was located near the exit Customers of all ages, families, couples, individuals came to shop, more were females 25% customers who come in the shop make the purchases Formal clutches and bags were placed on the centre tables in the front entrance of the store Impulse items near cash register included key chains, colorful wallets Products were arranged by size and functions i.e. for ladies, gents, kids, heels, boots etc Products like hats, bags, clutches were on the eye level Sales personnel had more females of age 20-30
  19. 19. 5. Clothing Boutique My fifthstop wasthe posh Casualclothing store
  20. 20. Observations Spacious, light and bright surroundings, light music and trendy casual wear draws in the female community passing by Sales personnel is very friendly between the age of 20-30, giving full 1-1 attention to the customer Newest arrivals are placed on the centre table, the display corner of the shop Discounted items outside the shop, capture the attention Newest items are on the eye level
  21. 21. Observations Last season and all year round casual items are place in the least accessible corner of the shop All the prices are tagged No impulse items near the cash counter Customers are encouraged to try out the outfits Most customers just browse through, 7% customers who browse the shop purchase the items Cash desk is towards the corner of the store
  22. 22. 6. Mobile & Telecom CustomerService My last stop of the observation trip was the Famous Telecom franchise
  23. 23. Observations Interesting environment with latest products & service offer posters Cooperative, and extremely attentive sales persons who are there to tell you each and every function/specification of the product Products are sorted by brand First products I noticed were the latest I-phones and the notebooks Sales people are in uniform Least accessible items are ‘phone covers’ which are placed inside the locked showcase
  24. 24. Observations Customers are very much encouraged to check out the products in detail People of both genders, aged between 20-30 are the most frequent customers 5% of the browsing customers buy the items each day Cash desk is in the last corner of the shop
  25. 25. Insights All the shops except the supermarket had their doors open Sales personnel at all shops follow a similar script with every customer i.e. greetings on exit The supermarket staff was less friendly and welcoming as compared to the clothing boutique, flowers / décor and the mobile telecom shop, from which I learnt that;  the attitude of salespersons is extremely significant in the shops where the ratio of browsing customers to the buying ones is much higher
  26. 26. Insights People do not go to supermarkets for browsing. All the customers who enter the store make the purchase and sales personnels friendly attitude is not required for driving the people into buying Stores with smaller sized items, larger quantity of products had their cash counters near the exit Shops having lesser browsing customers per day and smaller shop area did not have any security cameras
  27. 27. Opportunities I learnt about the marketing tactics to draw the customers into the shop and buying things include;  Very friendly and involved Sales personnel  Newest items on the centre tables  New arrivals on display and front view of the store  Items on sale are displayed outside the shop  Clean and organized shop structure  Impulse items near the cash counter  Fancy and attractive items on the entrance
  28. 28. Opportunities people can be fully understood and manipulated with a checklist of motivators or pyramid of needs One doesnt need to be a psychologist to successfully market a product, but he/she needs to understand the decision making process and the emotional and rational factors involved By striking the right balance of courtesy, sound understanding of customer’s needs and impactful marketing, anyone can outperform in the selling business.
  29. 29. From my observation trip, I learnt new things about the Product Marketing, I hope you did too

×