A CRASH COURSE ON CREATIVITYOBSERVATIONS LABSUBMITTED BY BOB JERSIN (BOB@JERSINFINANCIAL.COM)SUBMIT Date: 11/1/2012 INDEX I. LISTING OF STORE OBSERVED and PHOTOGRAPHED II. OBSERVATIONS & PICTURES ON THE MOST INVITING STORE III. DETAIL AND OBSERVATIONS AND PICTURES OF OTHER 5 STORES IV. RAW DATA ACCUMULATED ON CLASS QUESTIONS, BY STORE
I. LISTING OF STORES OBSERVED1. COSTCO2. TARGET3. WHOLE FOODS4. SAFEWAY5. LUCKY SUPERMARKET6. HOME DEPOTThe six stores above were visited and each was assessed. Photographswere taken of each. The observations of each are described in the sectionsthat follow. II. OBSERVATIONS ON THE MOST INVITING STOREMY FAVORITE STORE: WHOLE FOODSMy favorite store was Whole Foods. They had a very inviting displayoutside of their doors as well as inside, with colorful fruits, and flowers, asthe pictures show, below.The entrance to Whole Foods had a display outside, which was inviting andlooked like a Farmers Market. They used brightly colored foods effectively tobeautify the area. Just inside the entry, there were colorful vegetables and awine colored cement floor, which looked very attractive.The smells in Whole foods were wonderful, and included that of cookedfoods, and lavender.This store put a lot of work into making sure the environment was pleasant,attractive, colorful and cozy. Calm music was playing which added a senseof relaxation.
WHOLE FOODS FROM OUTSIDE OUTSIDE ENTRANCEINSIDE WHOLE FOODS ENTRANCEWINE COLORED FLOOR & COLORFUL FOODS IN CRATES
III. DETAILED OBSERVATIONS OF OTHER FIVE STORESDRAW:Only Whole Foods and Safeway had a good draw, and this was due totheir putting goods outside of their entry way.Whole Foods was noted in the prior section. They and Safeway both had foodoutside of the stores, attracting people to their location and enticing theminside. Once inside, both store continued the attraction. Whole foodsdisplayed vegetables, while Safeway had a display of flowers for sale.SAFEWAY FLOWER DISPLAY ON WOODEN FLOORINGThe other three stores, Costco, Lucky and Target, did not have much if anyoutdoor enticement. Home dopot had some flowers and merchandise out, butit was NOT attractively done.
SIGNAGE:All store had large signage, which gave the impression that they weresubstantial stores. However, the Lucky’s sign was backed by paint whichwas splotchy, and gave a bad impression. The Whole Foods sign was themost unusual font, giving a more modern and up to date look and feel.
An entry way enhancement which Target had was a spread of salesadvertisements under glass to inform all entrants of special sales. Then theyhad to go find them in the store. A game of hide and go seek?TARGET ENTRY AD DISPLAYFLOORING:Costco and Home Depot both had plan cement flooring.Target, Lucky and Safeway had vinyl flooring which was softer in appearanceand feelWhole Foods had a colored cement floor which looks especially nice.NOISEHome Depot was by far the noisiest store, with loud beeping from forklifts asa warning to customers, and constant PA paging, High Speed Fans, as well ascart rattling noises. No music here!The most subdued sounds were in Whole Foods, which included soft music.Safeway and Lucky also had music. The others did not (Costco/HomeDepot/Target)
REGISTERS, and PATHWAYSAll stores had a bank of registers up front, which helped direct customersdown common pathways. The best common pathway stores were Costco andWhole Foods. The others had more off-pathway customer drift. SMELLSAll store smelled decent, however, Whole Foods was the best smelling,followed by Safeway. Home Depot smelled generally fresh, but also of woodand some isles smelled of chemicals, so I wanted to get away from thoseisles.LIGHTINGAll stores were well lit. The brightest were: Costco, Target, Whole Foods andLucky. Home Depot was just a bit dimmer, and Safeway was the most dim.TIME IN STORE Whole Foods was the best place to spend time, and Costco was second, dueto the quantity of merchandise, and the free food samples. Yum!STORE PERSONNELSALESThe only sales contact was at Home Depot, after ten minutes. The otherstores did not seem to have sales people.AGE AND GENDER1. COSTCO (30 years old, twice the number of males as females)2. TARGET (35 years old, mostly females)3. WHOLE FOODS (40, both sexes)4. SAFEWAY (40, both sexes)5. LUCKY SUPERMARKET (35, both sexes)6. HOME DEPOT (45, both sexes)
UNIFORMSOnly Costco had no uniform. Target was the most elaborate. Other storesused smocks for the uniforms.Target’s interior was all red, even the carts were red.PRODUCTSThe first product noticed:1. COSTCO (high end TV’s)2. TARGET (Cosmetics)
3. WHOLE FOODS (Organic Fruits and Vegetables)4. SAFEWAY (Pumpkins, Flowers and Fruit)5. LUCKY SUPERMARKET Bare Entrance, a few flowers and a wine box
6. HOME DEPOT (Flowers, yes even at Home Depot! But also a junky mess of a mix of out door products)All Products in all stores were arranged by Function.All Prices were easy to find in all stores.Costco had the most samples. Whole Foods had the BEST tasting samples.The other stores did not have any samples.There were no impulse items at the register in Costco, but there were at allother stores.RECOMMENDATION: Costco should add impulse items by register. Manycustomers wait in line a long time and this would be a good opportunity toadd revenue to the store.CENTRAL DISPLAYAll stores except target had a central display
CUSTOMERSCustomers at all stores were mostly alone, however, there were somechildren with parents at Safeway.Average Customer Age & Gender 1. COSTCO (40 – both) 2. TARGET (40 – female) 3. WHOLE FOODS (50 – both – mostly slender people) 4. SAFEWAY (40 – female) 5. LUCKY SUPERMARKET (40, both) 6. HOME DEPOT (40, more men 3/2)(See pathways, above)Product touching took place in all stores.Customers were mostly on a mission in all stores.100% of customers purchase something in every store, except Target whichhad about a 95% purchase rate.Customers stayed in Costco the longest time (about 45 minutes) much ofwhich was due to the long check out lines, and the size of the store.IMPRESSIONS 1. COSTCO (BULK ITEMS AT A DISCOUNT) 2. WHOLE FOODS (HIGH VALUE AND GOOD FOR YOU PRODUCTS) 3. SAFEWAY (NICE SUPER MARKET) 4. LUCKY SUPERMARKET (LOWER END MARKET, LOWER END FOOD) 5. HOME DEPOT (MUCH LOWER ESTHETICS THAN LOWES, BUT THEY MAKE MORE MONEY SO THEY MUST BE DOING SOMETHING RIGHT).
IV. RAW DATA Ranking by Catagory (Categories quantified with a low assesment of zero to a high of 10 for each subcategory) 6 STORE QUANTIFIED RANKING BY CATEGORIES ENTRANCE TOTAL DRAW OPEN DOOR FEELING SIGN INDICATION COSTCO 41 6 10 8 10 7 TARGET 40 7 7 8 10 8 WHOLE FOODS 49 10 9 10 10 10 SAFEWAY 41 8 6 8 10 9 LUCKY 26 4 4 5 7 6 HOME DEPOT 37 7 7 6 10 7 8warm in HIGH 10 - 0 7cool store ENVIRONMENT CEILING BRIGHT LOUD CAUSE TEMP. MERCH. SMELL SMELL TIME VALUCOSTCO 92 10 10 2 carts/talking 8 5 NO 6 35TARGET 76 8 10 5 talking 8 5 stuffy 4 25WHOLE FOODS 83 10 10 3 music 8 5 Fresh/lavender 10 20 1SAFEWAY 74 8 7 3 carts/talking/music 7 5 Food 8 20LUCKY 68 8 10 4 Carts/announcements 7 5 Sweet 8 15HOME DEPOT 79 10 9 1 fans/announcements/carts 7 5 Fresh/wood 7 25
MATCHES PERSONNEL CONTACT UNIFORM IMAGE AGE GENDER COSTCO 13 0 5 8 30 MMF MMF = 2 MALES FOR EVERY FEMALE TARGET 20 0 10 10 35 F WHOLE FOODS 15 0 8 7 40 MF SAFEWAY 16 0 8 8 40 MF LUCKY 16 0 8 8 35 MMF HOME DEPOT 21 5 8 8 45 MMF CENTRAL SALE MOST VISIBLE IMPULSE BY FIRST PRODUCTS PROD DISPLAY ITMES ARRANGEMENT SAMEPLES? EXPENSIVE PRICING CASHIERCOSTCO 30 TV 10 MIXED FUNCTIONAL 10 ENTRY 10 NONE SIDETARGET 25 MAKEUP 5 MIXED FUNCTIONAL 0 FRONT 10 10WHOLE FOODS 35 VEGGIES 10 NONE FUNCTIONAL 5 CENTER 10 10 SIDESAFEWAY 28 PUMPKINS 8 BACK FUNCTIONAL 0 FRONT 10 10LUCKY 29 PUMPKINS 9 MIXED FUNCTIONAL 0 BACK 10 10 BEG OFHOME DEPOT 26 FLOWERS 6 CENTER FUNCTIONAL 0 ISLES 10 10 AVE. IN STORE ON PERCENT CUST CUSTOMERS ALONE AGE TIME SAME PATH TOUCH MISSION PURCHASECOSTCO YES 40 50 YES SOME YES 100TARGET YES 40 20 SOMEWHAT YES YES 95WHOLE FOODS YES 50 20 YES YES YES 100SAFEWAY YES 40 30 SOMEWHAT YES YES 100LUCKY YES 40 20 SOMEWHAT YES YES 100HOME DEPOT YES 40 25 NO YES YES 100