[BEL LLODRÀ]ARE YOU PAYING ATTENTION?This weeks assignment is done as an INDIVIDUAL.Print out a copy of the OBSERVATION LA...
Starbucks. Málaga Airport.Charm. Sofa. A good reason for having a coffee there
Ferrary Store.So cold for deciding come in. It seems that the seller is waiting to sell the whole store
Grab @Go. Málaga AirportThe slogan is enough to buy in this shop. The sandwiches are very tempting
La Canasta. Málaga.All corners are utilized to stay, quid, and eat candy
Restaurante Hotel Don Curro. MálagaYou could upgrade but it has its charm. The space is exploited tables and chairs, and b...
El Corte Inglés. Starbucks                                                       Restaurante                              ...
El Corte Inglés. Starbucks                                                     Restaurante                                ...
El Corte Inglés. Starbucks                                                    Restaurante                                 ...
El Corte Inglés. Starbucks                                                    Restaurante                                 ...
El Corte Inglés. Starbucks                                                                 Restaurante                    ...
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Analyzing 6 stores

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A Crash Course on Creativity
Professor Tina Seelig, Stanford University
Assignments 2 ARE YOU PAYING ATTENTION?

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Analyzing 6 stores

  1. 1. [BEL LLODRÀ]ARE YOU PAYING ATTENTION?This weeks assignment is done as an INDIVIDUAL.Print out a copy of the OBSERVATION LAB.Another copy is on SlideShare, too.1) Go to at least 6 different stores. They can be at the same shopping center or different locations. Spend atleast 15 minutes in each store making OBSERVATIONS using the lab guide for reference. Take photos tocapture your observations.2) Create a presentation that captures your INSIGHTS and HIDDEN OPPORTUNITIES. What types of thingshad you missed before? What were your biggest surprises? Are there opportunities hidden in plain sight?Use your photos to highlight your insights. Your presentation can be in the form of slides or a short video.Add the link to your presentation so that everyone can see it.El Corte Inglés. Palma de Mallorca Airport.Many people spend in front of the store at the airport and just go. They have nothing in the entry youinvite to come
  2. 2. Starbucks. Málaga Airport.Charm. Sofa. A good reason for having a coffee there
  3. 3. Ferrary Store.So cold for deciding come in. It seems that the seller is waiting to sell the whole store
  4. 4. Grab @Go. Málaga AirportThe slogan is enough to buy in this shop. The sandwiches are very tempting
  5. 5. La Canasta. Málaga.All corners are utilized to stay, quid, and eat candy
  6. 6. Restaurante Hotel Don Curro. MálagaYou could upgrade but it has its charm. The space is exploited tables and chairs, and bar and alsobuffette.
  7. 7. El Corte Inglés. Starbucks Restaurante Ferrari Store. Grab @Go. La Canasta. Palma de Coffee. Málaga Hotel Don Curro. Málaga Airport Málaga Airport Málaga Mallorca Airport Airport MálagaBefore youenter thestore: YES. Sofa,Does the store YES. Very open YES. Very open coach, NO. Very hiddendraw you in? If NO NO and near the and near the comfortable in the 1st floor.so, how? hall street chairs.Is the dooropen or OPEN OPEN OPEN OPEN OPEN CLOSEclosed?How does thismake you COLD WARM OUTSIDER PLEASED PLEASED CHESTfeel?How big is thesign lettering VERY BIG, VERY BIG, VERY BIG, VERY BIG, SMALL. SANS BIG, DEMODÉand in what CURSIVE VERY BOLD SANS SERIF CURSIVE SERIFfont?What does it INDUSTRIAL, ENOUGHtell you about EXPENSIVE LIGHT SWEET ECONOMY EMPTY COMERCIALthe store?
  8. 8. El Corte Inglés. Starbucks Restaurante Ferrari Store. Grab @Go. La Canasta. Palma de Coffee. Málaga Hotel Don Curro. Málaga Airport Málaga Airport Málaga Mallorca Airport Airport MálagaEnvironment:What is the GREEN ANDcolor scheme LOOKING LOOKING NECESSITY TO YELLOW. DOES BROWN. INVITE RED. ONLY FORof the store? FORWARD TO FORWARD TO HAVE NOT INVITE TO TO SIT DOWN RICH PEOPLEHow does this TRYING TRYING BREAKFAST COME INaffect you?What type offloor does the LIKE THEstore have? LIKE THE LIKE THE PARQUE AIRPORT PARQUE OLDHow does this AIRPORT FLOOR STREET FLOOR FLOOReffect theenvironment?How high isthe ceiling? HIGH, OPEN HIGH, OPEN HIGH, CLOSE HIGH, CLOSE HIGH, OUT LOW, HOMELYHow does this AIR AIRfeel?How brightly litis the store? BRIGHTLY, SO NORMAL, BRIGHTLY, SO BRIGHTLY, NORMAL, WARM, COZYHow does this WHITE, HOMELY LIGHT NATURAL HOMELYaffect you?How loud isthe NORMAL NORMAL NORMAL NORMAL NORMAL SILENCEenvironment? PEOPLE IN THEWhat is PEOPLE IN THE HALL OF THE PEOPLE IN THE RAINING IN THE CUPS ANDcausing the HALL OF THE AIRPORT. MUSIC HALL OF THE STREET DISHESnoise? AIRPORT VOICES AOBUT AIRPORT FLIGHTSIs there musicplaying? If so, NO NO YES, NO NO NO NOdoes it fit theenvironment?Is the store COLD WARM COLD WARM WARM WARMwarm or cold?Is the storecrowed with CROWED SPARSE CROWED SPARSE CROWED SPARSEmerchandiseor is it sparse?Does the storehave a NO YES NO NO YES NOdistinctivesmell?Where is thecash register YES YES YES YES YES YESlocated?How visible isthe store INVISIBLE INVISIBLE INVISIBLE INVISIBLE INVISIBLE INVISIBLEsecurity?How long doyou want to 0 1 HOUR 0 10 MIN 5 MIN 20 MINstay in thisstore?Does theenvironmentinfluence the YES YES YES YES YES YESperceivedvalue of themerchandise?
  9. 9. El Corte Inglés. Starbucks Restaurante Ferrari Store. Grab @Go. La Canasta. Palma de Coffee. Málaga Hotel Don Curro. Málaga Airport Málaga Airport Málaga Mallorca Airport Airport MálagaPersonnel:How longdoes it take NOBODYbefore a sales INITIATES 4 MIN 30 SEC 4 MIN 5 MIN 1 MINperson CONTACTinitiatescontact?Does thesalespersonhave a script to I DONT KNOW YES YES YES YES YESfollow witheachcustomer?Does the YES. IF HEsalesperson KNOWS THEtreat different NO NO NO NO NO OTHERcustomers PERSONdifferently?What is theratio of 1 DE 25 1 DE 50 1 DE 3 1 DE 50 3 DE 6 5 DE 25salespeople tocustomers?What age andgender are the 40 BOTH 30 WOMEN 30 WOMEN 40 BOTH 50 WOMEN 35 BOTHemployees?Are thesalespeople NO NO YES NO NO NOusing the storeproducts?Do thesalespeople YES YES YES YES YES YEShave auniform?Do thesalespeople YES YES YES NO YES YESmatch thestores image?
  10. 10. El Corte Inglés. Starbucks Restaurante Ferrari Store. Grab @Go. La Canasta. Palma de Coffee. Málaga Hotel Don Curro. Málaga Airport Málaga Airport Málaga Mallorca Airport Airport MálagaProducts:What is thefirst product BLOUSE COFFEE JACKET SANDWICH CAKE FRUITthat younotice?Is there acentral displaytable with YES NO YES NO NO YESfeaturedproducts?Where areitems that are COUNTER AND“for sale” EVERYWHERE BAR BAR BAR BAR SHELVESlocated in thestore?How are theproductsarranged? By FUNCTION AND FUNCTION AND FUNCTION AND FUNCTION AND FUNCTION AND FUNCTION ANDfunction?  By PRICE PRICE PRICE PRICE PRICE PRICEprice? Bycolor?Are there freesamples or NO NO NO NO NO NOdemonstrations?What productsare at eye NONE NONE NONE NONE NONE NONElevel?What items inthe store are inthe least ACCESSORIES COFFEE ACCESSORIES COFEE BREAD ALCOHOLaccessiblelocations?Where are themost and leastexpensive EVERYWHERE EVERYWHERE EVERYWHERE EVERYWHERE EVERYWHERE EVERYWHEREproductslocated?Are the pricesof the products YES YES YES YES YES ALL INCLUSIVEeasy to find?Are thereimpulse items YES NO YES YES NO NOnear the cashregister?
  11. 11. El Corte Inglés. Starbucks Restaurante Ferrari Store. Grab @Go. La Canasta. Palma de Coffee. Málaga Hotel Don Curro. Málaga Airport Málaga Airport Málaga Mallorca Airport Airport MálagaCustomers:Are mostcustomersalone or with ALL, FAMILY ALL, FAMILY ALONE ANDsomeone ALONE ALONE ALONE AND FRIENDS AND FRIENDS PARTNERelse? What istherelationship?What is theaverage age ALL AGES, ALL ALL AGES, ALLand gender of WOMEN, 50 MAN, 50 WOMEN, 50 BOTH, 50 GENDER GENDERthecustomers?When acustomerenters thestore, do they YES YES YES YES YES YEStend to walk inthe same pathor direction? -       How long docustomersstay in the 10 MIN 30 MIN 10 MIN 20 MIN 5 MIN 20 MINstore, onaverage?Do customertouch theproducts? Is YES NO YES NO NO NOthisencouraged?Do mostcustomersappear to be BROWSING MISSION BROWSING MISSION MISSION MISSIONon a missionor are theybrowsing?What percentof customerspurchase 1,00% 100,00% 1,00% 100,00% 100,00% 100,00%products in thestore?

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