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Pay ‘Tention!(observation Lab assignment)  What difference does it  make to Observe one’s     environment?
Pay ‘Tention Summary   My daughter likes to say “pay tention”, or when I am    driving, “pick a lane”. And I always thoug...
Store #1   A UPS Store     All about business     Printing: What do you want to print, how      many, color or B&W, and ...
Store #2   Target Department Store       Well lit       First thing you encounter are the shopping carts       Mostly w...
Store #3   Home Depot       What can I say – it’s a warehouse       A bit overwhelming when first entering the store   ...
Store #4   Rite-Aid       Once you enter the store the aisles are spoke-        like – the entrance being the hub of the ...
Store #5   Macy’s       Two entrances: both targeted at women        shoppers       One entrance included mostly cosmeti...
Store #6   Safeway     Two  entrances: floral and produce at one      entrance and deli at the other entrance     The fl...
Store #7   London Heathrow Terminal 5       This was the most interesting of all       There is an area for departing pa...
Insights and Opportunities Summary     Big stores have big carts, higher ceilings, more      inventory     Department st...
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  1. 1. Pay ‘Tention!(observation Lab assignment) What difference does it make to Observe one’s environment?
  2. 2. Pay ‘Tention Summary My daughter likes to say “pay tention”, or when I am driving, “pick a lane”. And I always thought I paid attention and was observant. I found that different stores have different motivations for shoppers – some want you to get in single file and follow the rules, and some want a more abstract way of interacting with their store Some want you in and out as soon as possible and some want you to linger, to “shop” Generally the department stores cater to women, as evidenced by their product placement at the entrances But all stores have one things in common: they want our money before we leave the store.
  3. 3. Store #1 A UPS Store  All about business  Printing: What do you want to print, how many, color or B&W, and one-sided or two-sided, and when  Shipping: how big, how valuable, and when do you want it to arrive  Some self-service capability  Very helpful staff (they want you in-and- out asap)
  4. 4. Store #2 Target Department Store  Well lit  First thing you encounter are the shopping carts  Mostly women shoppers  All items presented in a clear and compelling way, with Target Brand placed near the hi-margin movers, at eye-level  I went mid-day and most women had a child in tow  First thing, next to the carts, was a small food service area – get something in the kids before you continue your “shopping”
  5. 5. Store #3 Home Depot  What can I say – it’s a warehouse  A bit overwhelming when first entering the store  No matter what you are looking for you have to either pay very close attention to directional signage or ask the greeter  Rarely a choice between brands  High dollar items, such as appliances and cabinets, are closest to the entrance (Unlike Lowe’s that has seasonal items near the entrance)  Helpful staff, sometimes, when available  first real person you encounter, if the greeter is not there, is someone wanting to sign you up for a Home Depot credit card (free popcorn)
  6. 6. Store #4 Rite-Aid  Once you enter the store the aisles are spoke- like – the entrance being the hub of the spoke  Impulse items “every where”  Security mirrors in the ceiling (the only place I observed this)  Easy to get around, in no way overwhelming  Signage was easy to read  Help was friendly and accessible
  7. 7. Store #5 Macy’s  Two entrances: both targeted at women shoppers  One entrance included mostly cosmetics and the overwhelming “fragrance” from same  The other entrance was all about women’s shoes, handbags, accessories  The men’s wear/shoes were upstairs and in the back, furthest from the entrance  Housewares (pots and pans) were closer to the entrance than men’s departments
  8. 8. Store #6 Safeway  Two entrances: floral and produce at one entrance and deli at the other entrance  The floral departmtent was a pleasant place to begin shopping (or hunting)  Both traditional check out and self-check- out registers  Brightly lit, helpful staff, easy to go around  No samples (unlike Costco where they are abundant)
  9. 9. Store #7 London Heathrow Terminal 5  This was the most interesting of all  There is an area for departing passengers that has a bank of escalators, several very long escalators  I found a place to sit where I could observe an “endless” stream of people going up and going down  The most remarkable thing was 1) the number of passengers that I observed and 2) virtually no similarity whatsoever among all of the people  All were taller, shorter, fatter, skinnier, blonder, blacker, whiter, browner than the other. Short hair, long hair, ornamental hair, ornamental clothes, etc., etc.  The most interesting of all observations for this assignment was this (observations were made outside of this specific assignment timeline  Did you know: London Heathrow have103 escalators?
  10. 10. Insights and Opportunities Summary  Big stores have big carts, higher ceilings, more inventory  Department stores cater to women shoppers (no carts – seems funny don’t you think)  Security, such as mirrors in the ceilings, are more obvious/prevalent in smaller stores  I am a hunter, not a shopper – go purchase what I need and move on (no shopping for me)  #1 insight: In the future, I have resolved to look where I am not going! This includes conversations, f2f or otherwise, when I am driving, and or when I am in presentations or meetings. I assume a lot, and going forward, I will try to assume less.

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