Paying attention, by Part of 2nd Assignment with Prof. Tina Seelig, Stanford Uni. A Crash Course on Creativity - By Khalid AL-Khateb
PAYING ATTENTION EXERCISES 2Stanford University –Prof. Tina SeeligA Crash Course on CretivityBy Khalid AL-Khatebkkhateb@gmail.ocm 30th October 2012
“If I have ever made anyvaluable discoveries, it hasbeen owing more to patientattention, thanany other talent”Isaac Newton: (1642-1727)
Assignment “Individual”1- Go to at lest 6 different stores – spend time2- Create a presentation that capture my INSIGHTSa- What types of things I had missed before?b- What were my biggest surprises?c- Are there opportunities I never noticed before?
Methodology 1 I have visited 7 shops in Two different malls Why did I choice these shops; I know them very well Inside-Out, I buy from them so often, I visit them at least twice a month for my personal shopping , and they are my favorite shops. 7 seven shops; HUGO BOSS, Burberry, Diesel Jeans, MARINA EXOTIC HOME INTERIORS, Mont Blanc, Saks Fifth Avenue & Tobacco Road Cigars Visited Two Different Malls; AlSeef Mall (Owners by Government) and City-Center Mall (Foreigner Investors) Spend more than 30 to 45 minuets in each shop I had prepare a “Observation Record Sheet” in my iPAD With my iPhone camera I walked inside the shops different path and direction I was more giving to more attention and observation than usually I do Other Observations; see next slide
Observations 1- Before Enter The Store (Alphabetical Order)References BOSS Burberry Diesel MARINA Mont Saks Fifth Tobacco HUGO Jeans EXOTIC HOME Blanc Avenue Road Cigars BOSS INTERIORSDoes the store Yes, the Yes, the No Yes, Yes, the No No Yes, lovelydraw you in? If so, outlook and windows windowshow? the color collection collection Habana display display Cigars I love wood display,Is the door open open open open open open Openor closedHow does this Alright & Alright & alright Nice, & Nice & ok openmake you feel? welcoming welcoming welcoming welcom ing Nice &How big the sign Large font Large font Large Large font and Large Large font welcominglettering & in and clear but not clear font clear font and clearwhat font? , they go with and and also in Brand color clear clear Arabic Small font theme language but clearWhat does it tell Sold Color is Creating a culture- Casual, Colorful , Luxury Its so big I centricabout the store? very luxury environment for Exotic stylish wallets got lost , brand Luxury brands young and inner Cozy, understand the adult pens signage is value of creating a also poor frrenadly customer service experience in lather which everyone in the company accesso participates in. ries items
Observations 2- Environment1 References BOSS Burberry Diesel MARINA Mont Blanc Saks Fifth Tobacco HUGO Jeans EXOTIC Avenue Road BOSS HOME Cigars INTERIORS What is the Its Nice Nice Nice Nice, Multicol Colorful color scheme nice, colorful colorful, colorful, different or, with of the store? so attracti too soled color different differen How does this formal ve casual, wood mix with new brands t Cigar affect you? , too friendly with line of brand dark colors copper accessori with give nice es differen feelings t color bands What type of Same Same Same Same Same Same Wood floor does the marble marble marble marble marble marble floor store have? like like the like the like the like the like the nicre How does this the Mall Mall Mall floor, Mall Mall effect the Mall floor, floor, same floor, floor, environment? floor, same same feelings same same same feelings feelings feelings feelings feeling
Observations 2- Environment2 References BOSS Burberry Diesel MARINA Mont Saks Fifth Tobacco HUGO Jeans EXOTIC Blanc Avenue Road Cigars BOSS HOME INTERIOR S How high is Too Too Low Cozy Too Too high, feel Cozy the ceiling? high, high, nice Nice , high, cold Nice , How does this feel feel layou feel feel feel feel? cold cold t warm cold warm How brightly Its not Colorful Color Colorful Bright Too much Nice lit is the bright very ful very nice bright bright store? How too bright , very cozy does this dark, feel nice nice affect you? feel bad How loud is Quiet Quiet Nice quiet Quiet Music but not Quiet the with nice , its huge environment? music you feel too loud
Observations 2- Environment3 References BOSS Burberry Diesel MARINA Mont Saks Fifth Tobacco HUGO Jeans EXOTIC Blanc Avenue Road Cigars BOSS HOME INTERIORS What is Quiet Quiet Music Quiet Quiet Music and Quiet causing the people noise? Is there music No No Yes, and Quiet Quiet Music but Quiet playing? If so, its nice does NOT does it fit the goes go with environment? with environme environ nt ment Is the store Fair Fair Fair Fair Fair Fair Worm warm or cold? Is the store merch mercha mercha merchandi merch sparse merchan crowed with andise ndise ndise se andise dise merchandise or is it sparse?
Observations 2- Environment4 References BOSS Burberry Diesel MARINA Mont Saks Fifth Tobacco HUGO Jeans EXOTIC HOME Blanc Avenue Road BOSS INTERIORS Cigars Does the store have a no no Omm Woody, and vintage Lather Perfumes Tobacco distinctive smell? cloth smell goods Where is the cash Near the In the In the back In the middle center Near the Every where? Side center register located? entrance entrance middle entrance right hand center right hand How visible is the store Non Non Non Non Non Very visible in Non security? the entrance How long do you want Not long Not long 15- Not long Long 30-45m No t long Long 20-30 Long 20-30m to stay in this store? 15-20 m 20 m 15-20 m 15-20m Does the environment yes yes yes yes yes NO yes influence the perceived value of the merchandise?
Observations 3- Personnel1References BOSS Burberry Diesel MARINA Mont Blanc Saks Fifth Tobacco HUGO Jeans EXOTIC Avenue Road Cigars BOSS HOME INTERIORSHow long does Immediatel Immediate Not Immediately, Immediately, Not fast Immediatelit take before a y, ly, fast 5m 5m to ask if ysales person to ask if you needinitiates you helpcontact? need helpDoes the no yes no no yes no nosalespersonhave a script tofollow witheach customer?Does the no yes no no yes yes nosalespersontreat differentcustomersdifferently?
Observations 3- Personnel2References BOSS Burberry Diesel MARINA Mont Saks Fifth Tobacco HUGO Jeans EXOTIC Blanc Avenue Road Cigars BOSS HOME INTERIORSWhat is the 5 to 10 5 to 10 3 to 5 to 10 5 to 10 5 to 10 (50%) 1 to 5ratio of (50%) (50%) 10 (50%) (50%)salespeopletocustomers?What age End of End of Early End of Early End of 20’s End ofand gender 20’s 20’s of 20’s male of 30’s female more 20’s Maleare the male male 20’s more male than maleemployees? more more male than more than than NO female than female female femal femal e eAre the Yes No yes N/A yes yes N/Asalespeopleusing thestoreproducts?
Observations 3- Personnel3References BOSS Burberry Diesel MARINA Mont Saks Fifth Tobacco HUGO Jeans EXOTIC Blanc Avenue Road Cigars BOSS HOME INTERIORSDo the yes yes no yes yes yes nosalespeoplehave auniform?Do the yes yes Yes yes yes yes yessalespeoplematch thestoresimage?
Observations 4- Products1References BOSS Burberry Diesel MARINA Mont Saks Fifth Tobacco HUGO Jeans EXOTIC Blanc Avenue Road Cigars BOSS HOME INTERIORSWhat is the Shoes Shirts Jeans Oak Wood Lathe Perfume Cigarsfirst product table rthat you walletnotice?Is there a Yes, new no Yes, no no No nocentral arrivals Saledisplaytable withfeaturedproducts?Where are In the Within In the Within withi In the sides n/aitems that middle middl nare “for esale”located inthe store?
Observations 4- Products2References BOSS Burberry Diesel MARINA Mont Blanc Saks Fifth Tobacco HUGO Jeans EXOTIC Avenue Road Cigars BOSS HOME INTERIORSHow are the By By By n/a By By n/aproducts function function price function functionarranged?By function?By price? Bycolor?Are there n/a n/a n/a n/a n/a Yes small n/afree perfumessamples ordemonstrations?What Shirts Mens jeans Pictures wallets Perfumes Cigarsproducts are sectionat eye level? t-shirts
Observations 4- Products3References BOSS Burberry Diesel MARINA Mont Saks Fifth Tobacco HUGO Jeans EXOTIC Blanc Avenue Road BOSS HOME Cigars INTERIORSWhat items T-shirts n/a shoes Curtain Brief Men’s Cigarettein the store fabric bag Underwear sare in theleastaccessiblelocations?Where are n/a n/a Front n/a n/a n/a Front ,the most vintageand least cigars inexpensive the backproductslocated?Are the no no yes yes no no yesprices of theproductseasy to find?
Observations 5- CustomersReferences BOSS HUGO Burberry Diesel MARINA Mont Saks Fifth Tobacco Road BOSS Jeans EXOTIC HOME Blanc Avenue Cigars INTERIORSAre most customersalone or with someone Individual Couples Indivi Family Individ Mix, most Individualelse? What is the dual and ual of it s, malerelationship? couples womenWhat is the average ageand gender of the From 30’s From Youn Family 30’s Women 21 ‘s bycustomers? and up 30’s and g with kids and up from 20’s law up adults 30’s3- When a customerenters the store, do they tend walk tend No tend walk tend No tendtend to walk in the same direction walk patte direction walk pattern walkpath or direction? directio rn directi direction n onHow long do customersstay in the store, on 20-30m 20-30m 20- 30-40m 20- 30-40m 10-20maverage? 30m 30mDo customer touch theproducts? Is this yes yes yes Not all yes yes yesencouraged? itemsDo most customersappear to be on a mission mission mission Brow Browsing Browsi Browsing Missionor are they browsing? sing ngWhat percent ofcustomers purchase 30% 30% 60% 40% 30% 40% 90%products in the store?
Observations 6- Other ObservationsReferences BOSS Burberry Diesel MARINA Mont Saks Fifth Tobacco HUGO Jeans EXOTIC Blanc Avenue Road Cigars BOSS HOME INTERIORSStocks and Old New always New New old old FreshCollocationAmbiance nice nice nice nice nice nice niceWorld Not same Sam Same same Not the same SameWide - the eStranded sameLayout Not Nice cozy nice nice nice huge Nice cozy that goodVariety & Limite Limited Goo good Limit Very limited goodSelection d d edof Products varie ties
My New ObservationsWhat types of things I had missed before? & What were my biggest surprises? 1- Saks Fifth Avenue SFA (Bahrain) They Have Kids Department http://www.youtube.com/watch?v=SVln0VmBsr4 2- I have observe some products , I did not know they are here; A-Diesel Jeans they have Motorbike Helmet . Also they have big collection of different line of clothes too. B-Montblanc they have new line of women accessories same like CD. C- BOSS they have big collection for women D- SFA they have Kids department, and Arabic Traditional Cloth called “Thoub” E- MARINA EXOTIC HOME INTERIORS the sell carpet & rugs too F- Some of salesperson they can speaks Arabic too G- Tobacco Road Habana Cigar Shop; they sell Dominican Cigar too? I thought always they sell ONLY Cuban Cigars H- All international Brands Shops they DO NOT HAVE Same Standard world wide?
Outcome & Recommendations1- Why retailers need to focus on customer experience; http://www.youtube.com/watch?feature=player_embedded& v=SY7UrYOvkc0#!2- TRAINING LUXURY RETAIL STORES AND CUSTOMERS EXPECTATIONS;http://www.youtube.com/watch?feature=endscreen&v=R9mLz2A As8s&NR=13- A New Age of Luxury Retailing: Brand Expectations; “LMVH” http://www.youtube.com/watch?v=kAGUJigMHns&feature=r elated4- Tour in Knightsbridge, London: Chanel, Dior, Jimmy Choo, Burberry, Harrods, Louis Vuitton, D&G ;http://www.youtube.com/watch?v=bFrISE9Ho1w
Are there opportunities I nevernoticed before?1- SFA can open a Café in association with Prime (High- End) Café brand-name , it’s a good opportunity , they have the space and the customers base too. Middle-East cutler permit relax life2- Tobacco Road Habana Cigar ; they can open a Cigar Bar, in the edge of the mall , and it will be a killer business , we need one.3- E- MARINA EXOTIC HOME INTERIORS , they can open Café too, it will be wow, with Exotic food and drinks association
Appendices 7 Seven shops with some pictures and logos;1- HUGO BOSS2-Burberry3- Diesel Jeans,4- MARINA EXOTIC HOME INTERIORS5- Mont Blanc6- Saks Fifth Avenue7- Tobacco Road Cigars
Hugo Boss AG is a German luxury fashion andstyle house based in Metzingen, Germany. It isnamed after its founder, Hugo Boss (1885–1948).
BURBERRY The Craftsmanship Behind Burberry 121 Regent Street, London; http://www.youtube.com/watch?v=3MxLpHENuQg Burberry Group plc (LSE: BRBY) is a British luxury fashion house, distributing clothing and fashion accessories and licensing fragrances. Its distinctive tartan pattern has become one of its most widely copied trademarks. Burberry is most famous for its iconic trench coat, which was invented by founder Thomas Burberry. The company has branded stores and franchises around the world, and also sells through concessions in third-party stores. HM Queen Elizabeth II and HRH The Prince of Wales have granted the company Royal Warrants. The Chief Creative Officer is Christopher Bailey. Thehttp://en.wikipedia.org/wiki/Burberry company is listed on the London Stock Exchange and is a constituent of the FTSE 100 Index.
DIESEL Diesel is a well known Italian clothing company originally specializing in jeans and other items of casual clothing for the young adult market. The brand has since its inception moved on to all sorts of fashion accessories such as fragrances, shoes, underwear, watches and jewelry, having even recently developed a highly desirable limited edition version of the new Fiat 500 alongside Fiat with dark urban colours, denim seats, chrome diesel logos and other styling touches. The company is based in Molvena in northern Italy and was founded by Renzo Rosso in 1978http://www.american-drugstore.ch/jeans-diesel/diesel-jeans.html
Founded by the stationer Claus-Johannes Voss, the bankerAlfred Nehemias and the engineer August Eberstein in 1908,the company began as the Simplo Filler Pen companyproducing up-market pens in the Schanzen district ofHamburg. Their first model was the Rouge et Noir in 1909followed in 1910 by the pen that was later to give the companyits new name, Montblanc. The Meisterstück name (English:"Masterpiece", the name used for export) was used for thefirst time in 1924, for the top lines of fountain pens. Today, theMontblanc brand is on other goods besides pens, includingwatches, jewellery, fragrances, leather goods and eyewear.The company was acquired by Dunhill in 1977, following whichlower price pens were dropped and the brand was used on awide range of luxury goods other than pens.Today Montblanc forms part of the Richemont group. Its sistercompanies include luxury brands Cartier, Van Cleef & Arpels,Chloé, and Baume et Mercier. Montblanc is owned, throughRichemont, by the South African Rupert Family.http://en.wikipedia.org/wiki/Montblanc_(company)
Dreaming of a unique specialty store synonymous withfashionable, gracious living, Horace Saks and BernardGimbel opened the first Saks Fifth Avenue in 1924 in whatwas then a primarily residential district of Manhattan along astretch of upper 5th Avenue between 49th and 50th Streets.By offering the finest quality mens and womens fashionsand placing an emphasis on exceptional customer service,Saks Fifth Avenue would eventually become the byword fortaste and elegance.When Adam Gimbel became President of Saks Fifth Avenuein 1926, he brought with him the imaginative foresight thatcarried Saks Fifth Avenue to extraordinary success. His firstaction was to redecorate the entire flagship store, creating aseries of luxurious specialty shops within a grand space — aformula that has changed the face of the American retailindustry ever since. His national aspirations for Saks FifthAvenue led to the openings of additional branch stores fromcoast to coast throughout the next several decades. As SaksFifth Avenue expanded, new and innovative brands . wereintroduced, cementing Saks’ status as a key American icon inluxury retailing. Notable launches at Saks Fifth Avenueincluded Estée Lauder’s cosmetics line in the 1940s,America’s first Dior Boutique in the 1970s and Donna Karan’sdebut collection in the 1980s.http://hambrechtoleson.com/bahrain.html