The document provides a summary of Cristian Monroy's observations from visiting six different stores. For each store, Monroy describes the exterior and interior environment, personnel, products, and typical customers. The stores visited include a computer store, department store, general retailer, ice cream shop, sports store, and clothing boutique. Common themes across stores include arrangement of products by category and price, presence of attentive staff, and customers browsing alone or with others.

1. ARE
YOU
PAYING
ATTENTION?
A Crash Course
On Creativity
Cristian Monroy

2. PREPARATION
6 STORES INSIDE A SHOPPING CENTER:
Plaza Galerías
I entered randomly to six stores located
inside a shopping center with the
following results:

3. ISHOP
COMPUTER PRODUCTS AND ACCESSORIES
BEFORE ENTER THE STORE ENVIRONMENT PERSONNEL
Attractive store. The colors are nice, the The staff is very
No doors. store is brightly lit, the attentive, they are
temperature is pleasant,
It makes me feel nice. the sound at the right
mostly men and yes they
Medium size lettering. level and it smells like new have a uniform.
Clean and friendly place. technology.
PRODUCTS CUSTOMERS PHOTO
First product I saw were Some customers go with
friends and others with his
computers, you can partner. The store
touch and play with encourages the
almost all kind of interaction with products.
Most consumers appear
products into the store. to be browsing.

4. LIVERPOOL
RETAIL STORE
BEFORE ENTER THE STORE ENVIRONMENT PERSONNEL
Attractive store. The ceiling is high and it feels There are a couple of
so good for me. There is
No doors. music playing and it fits people per apartment,
Big size lettering. exactly with the environment. all of them with uniform.
Clean and friendly place. The smell depends of the They only come if asked.
department where you are.
PRODUCTS CUSTOMERS PHOTO
The products are Customers go with
arranged by category. All friends, partners or
of them are easy to find. family. Most customers
appear to be on a
mission.

5. SANBORNS
RETAIL STORE
BEFORE ENTER THE STORE ENVIRONMENT PERSONNEL
Big store. The environment is The staff is mostly in
No doors in one entrance, cool, it smells good, I fixed locations, they do
door closed on the other
think the environment not seem to have a
one.
Medium size lettering. influence the perceived script and they match
Clean and friendly place. value of the the stores image.
merchandise.
PRODUCTS CUSTOMERS PHOTO
A great variety of You can go alone or with a
products, they arranged friend. The store
encourages the
by categories most interaction with some
expensive products are products such as
located first. magazines and books.

6. NUTRISA
ICE CREAM SHOP
BEFORE ENTER THE STORE ENVIRONMENT PERSONNEL
No doors. The store is brightly lit, The staff caters to
Medium size lettering. no sound at this time. customers, they have a
Clean and friendly place. The smell opens your uniform.
appetite
PRODUCTS CUSTOMERS PHOTO
You can find nutritional Friends, couples and
supplements and related
products. Expensive families. Some of them
products are located first, appear to be browsing
and yes there are impulse but most of them appear
items near the cash
register. to be on a mission.

7. NIKE
SPORTS STORE
BEFORE ENTER THE STORE ENVIRONMENT PERSONNEL
Attractive store. The store is brightly The staff is attentive,
Open door. lit, the sound at the right some of them seem to
Medium size lettering. level and it smells like have a script.
Clean and friendly place. clothes.
PRODUCTS CUSTOMERS PHOTO
First product I saw were You can go alone. Most
clothes, you can touch of customers appear to
both: clothes and be on a mission. I think a
accessories. All prices high percentage makes a
are easy to find. purchase.

8. ZARA
CLOTHING STORE
BEFORE ENTER THE STORE ENVIRONMENT PERSONNEL
Attractive store. The colors are nice, the The staff is made up of
Open door. store is brightly lit, the men and women. Some
Medium size lettering. sound at the right level of them initiate contact
Friendly place. and mirrors along your and that's fine.
way are a great detail.
PRODUCTS CUSTOMERS PHOTO
Product seems to be Products seems to be
organized by product and
organized by product then by price, they tend to
and then by price. walk in the same path. All of
them can touch the product
and the purchase percentage
seems to be high.

9. THANK
YOU
I’M CRISTIAN
MONROY
www.cristianmonroy.com