The author evaluated several stores in Madrid to understand their customer attraction strategies. A Chinese store had colorful displays but difficult staff interactions. A soap and beauty store presented fun, food-like displays and friendly staff. A trendy clothing store conveyed exclusivity through decor and carefully selected products and customers.

1. A Crash Course on Creativity
Assignment 2
“Are you paying attention?”
By Jaime Tascón

2. Observation Lab
In this assignment I will evaluate several aspects of 5
stores in Madrid (Spain), trying to find out what
strategies companies use to attract costumers’
interest.

3. CHINESE STORE
(Middle class neighborhood)

4. ENTERING THE STORE
•Open door: easy to come in and out.
•No remarkable sign lettering.
•Cash register by the door.

5. ENVIRONMENT
•Colorful, organized,quiet, crowded, enough
lighting but not specially warm and cozy, and
a bit too dark in some places (scary).
•Low ceiling: a bit uncomfortable feeling.

6. PERSONNEL
•All chinese. 3 people (1 man 2 women).
•Basic knowledge of spanish : difficult
to strike up a conversation if needed.
•Same treat to all costumers.
•No uniform: casual clothes.

7. PRODUCTS
•Arranged by function, color and type.
•No free samples or demonstrations.
•Many products made in China.
•Poor quality perception in general.
CUSTOMERS
•Customers of any age. Mostly alone. More women.
•All just stay the time needed to find what they are looking for
and pay. No wander.

8. INSIGHTS
• Local shop: convenient. Helps to save time when looking for basic household
goods.
• This one is particularly colorful and tidy compared with others nearby (run by
chinese too).
• Prices are low but similar in many items to non-chinese stores.
• DIfficult to speak to shop assistants because they almost don’t speak spanish.
• As a costumer I felt the staff don’t care much about making the costumer
comfortable and special.
• I wouldn’t go for pleasure or to spend time, just in case I needed something in
particular.

9. SOAP & BEAUTY STORE
(Fuencarral St. – Commercial
area)

10. BEFORE ENTERING THE STORE
•Shiny sign lettering and modern typography.
•Bright show window and open door:
inviting bait.

11. ENVIRONMENT
•Very colorful inside.
•Cheerful fitting pop music at proper volume.
•Crowded merchandise but organized.
•Hand write signs: friendly and welcoming.
•Text: informal register and funny
play on words.
•No sign of security personnel.
•The environment makes you want to spend
some time inside.

12. •Ramp for easy access: indicates detailed
treatment to the costumer.
•Quite pleasant smell.

13. PERSONNEL
•Young, helpful, nice and easy going. Short time before initiating contact.
•Wearing uniform: casual black clothes (at the time they were dressed up).

14. PRODUCTS
•Presented in an appealing format.
•They look like cakes rather than soap.
•Arranged by function (all related to
skin care)
•Free samples and demonstrations.

16. Looks like a buffet or a seafood restaurant!

17. Yummy! ;)

19. CUSTOMERS
•Mostly women (any age) and young couples.
•They are invited to touch and try products.
•They are invited to go inside.
•They seem to browse and apparently
seem to enjoy spending time in the store.

21. INSIGHTS
• The overall look is very appeling thanks to:
– Lighting (bright but not blinding).
– Original appearance of products.
– Attentive and friendly personnel.
• All makes you feel like if you entered a playground, a funny place,
somewhere you feel relaxed and like a child. Many ways are used to
attract senses. Products are very suitable as presents.
• I find very interesting in particular the way products are presented as
if they were food, to make them more atractive.

22. TRENDY
CLOTHING
STORE
Fuencarral St.
(Commercial and turist
area)

23. BEFORE ENTERING THE STORE
•Sign: Easy-going, cool typography.
•Original window dressing.
•Open door and corridor: mysterious and fun.
•Disco-like look.

26. ENVIRONMENT
•Entrance: Predominant white colour. Inside: Warm and
woody tones.
•Elongated and narrow layout. Several rooms.
•Soft pop music. Rather low.
•Nice smell (leather, clothes)
•Cash register located in the middle room.
•No sign of security personnel.
•Fashionable decor.

27. PERSONNEL
•Young. Two men wearing trendy clothes,
in keeping with store look.
•They let you browse before asking if you
need some help.

28. PRODUCTS
•First product noticeable on the shop window: trendy shoes in
a closed lit up showcase.
•Shown in closed showcases in the entrance
(surely for security reasons)
•Prices not easy to find.
•Arranged by type.
•Impulse items near the cash register (bracelets,
•pendants, earrings…

29. •COSTUMERS
•Average age: relative young people (25-45).
•Both well-off men and women.
•Spend time looking at products.

30. INSIGHTS
• Products in this shop are shown in ways that make them
appear as fashionable and trendy.
• Decor and layout help to convey a message of
exclusivity.
• Despite being located in a very busy street, target
costumer is sharply defined
• Located close to Chueca neighborhood

31. BOOK STORE
Gran Vía St.
(Commercial and
turist area)

32. Before entering the store
•Big shop windows.
•Door open but not too wide.
•Occupies a whole building (several floors)

34. ENVIRONMENT
•Color scheme: Predominant green.
•Dark green floor : Warmer.
•Soft and warm lighting: invites to spend time
having a look.
•Much merchandise but
enough room
to walk around.
•Security personnel at
main entrance.
•Cash register in every floor.

35. PERSONNEL
•Most times you have to initiate contact.
•All seem very busy (Putting books,
helping costumers..)
•All wearing uniform: green vest.

36. PRODUCTS
•First noticeable: Latest launches
and bestsellers.
•Arranged by subject.
•Free access to any book.
•Special places to read calmly.

39. Stairs decorated with old pictures related to the store:
The city of Madrid, the building, Famous writers...

41. INSIGHTS
• Specialized store.
• Cozy, quiet and warm environment: recreates ancient
llibraries.
• No music, just acoustic ads from time to time: helps
concentrate on reading.
• Nice place for browsing, looking for a present…

42. FASHION STORE
Gran Vía St.

43. BEFORE ENTERING THE STORE
•The buiding is a former movie theater.
•Open doors.
•Magnificent and sumptuous decoration outside
and inside.

45. ENVIRONMENT
•Hall: antique and luxury decor. Marble,
golden and white.
•Fully renovated inside: Mainly white.
•Lighting: Bright, too much in certain areas.
•Cash register in every floor.

46. •Dance music (too loud to my taste..)
•Security personnel visible at
main entrance.
•Impulse items near the cash register.

47. PERSONNEL
•You have to initiate contact. No different treatment with
different costumers, apparently.
•Young Men and women. Dressed in store style .
No uniform.well dressed but also casual.
PRODUCTS
•No products ‘for sale’
(at that time)
•Arranged by type.
•Some are presented as luxury goods.
•Prices are easy to find.

48. COSTUMERS
•Mainly women. Age ranging from 20 to
50.(around)
•Easy to try on garments: close changing rooms.
•Many costumers seem to be browsing.

54. INSIGHTS
• Due to the magnificent environment, costumers probably feel like
having a glamorous experience, which makes buying easier (for the
company).
• This fact also helps to keep the costumer longer inside.
• Many products are shown as luxury goods but affordable at the
same time. I guess unconsciously predispose to buying.
• To some people loud music can end up being too irritating.

55. I would like to thank the staff from ‘Glam’
and ‘Lush’ (Both located at Fuencarral
street) for letting me taking pictures and
being so nice! ;)