A Crash course on creativity observation lab

2. OBSERVED
• Food Retailer hypermarket
• 2 x International brand shops
• Retailer for consumer electronic
• Discount shop of sportswear
• DVD, CD shop

3. MISSED BEFORE AT
Food retailer:
 How it’s noisy from ventilation systems without musical background and how it
would be good to stream local music with ads
 It’s smelly on department with fresh vegs, household chemicals. It would be
better to neutralize bad smells and put a few aroma into the air ventilation

4. MISSED AT
2 x International brand shops
 How lights flow is used for highlighting shelves with
products
 That floor and ceiling is important as part of design e.g. it
differ from standard mall floor
 Smell of new cloths is not always so good even at well-
known shops
 If there is no straight path for customers within shop it’s
better to put cashier desk in the center
 Using bright and stylish uniform for salesperson help to
find them at shop floor espesiall if # of salespersons is
very low
 Putting seasonal offer at entrance is good example what to
expect from the shop content
 Sale spots should be easily found
 Differintiation of showcase on men and women additional
message to customers that part of the shop corresponding
to male female cloth

5. MISSED AT
Discount sportswear
 Now is clear how important to follow some
system to place goods by function, brand etc. If
there is a certain system, customers can get
the clue to it and follow it
 Putting “discount center” word combining to
well known brands are producing good effect
for customers

6. MISSED AT:
Consumer electronics retailer
 Absence of the doors and transparent walls are
welcoming customers (general for all observed
shops)
 Even if ratio salespersons to customers 8:4 (2:1),
salespersons are not initiating contact and not
offering assistance by themselves.
Number of assisted customers should be part of
motivation systems for stuff

7. MISSED AT:
DVD, CD shop
 Putting local football club sportswear at the
entrance is quite shocking for customers
intending to buy some video or music
 It’s important to make new, hit, sales items
are easily found at the shop