Crash course on creativity (PAYING ATTENTION )

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Crash course on creativity (PAYING ATTENTION )

  1. 1.   V store    Before I entered: ‐ The store looks normal from outside, nothing to attract.   ‐ The door is open.  ‐ The opening door makes me feel as I am welcomed.  ‐ The sign lettering in a medium font.  ‐ It doesn’t tell me anything about the store.    Environment:  ‐ The color scheme is red and white. It is a good color for a book store.  ‐ The floor is off‐white color. It is also good.  ‐ The ceiling is height, I don’t know how high.  ‐ The lit at the store is great.  ‐ The environment at the book section is not loud. At the electronics section is  louder.  ‐ I didn’t feel there was a noise; it was only a Rab songs.   ‐ The playing music fits the environment.  ‐ The store is neither cold nor warm.  ‐ The store was very organized, with many sections.  ‐ I didn’t catch any smell.  ‐ The cash registered is in a very bad place it is in the much far area from the shop  door, and that is really weird.  ‐ Store security is visible.  ‐ Usually I stay in this shop about 30‐45 min.  ‐ The environment influences the perceived value of the merchandise.  Personnel: ‐ Sales person doesn’t initiates contact, until u ask them, and that is great.  ‐ The salesperson doesn’t have a script to follow with each customer.  ‐ No different in treatment between customers.  ‐ Ratio of salespeople to customers about 10:40.  ‐ Employees age between 20-30 and they are both gender. 
  2. 2. ‐ Salespeople use some of the store products. ‐ Salespeople wear a vest with the scheme color and the shop name on it plus a name tag with their name. ‐ Salespeople match perfectly the store image. Products:‐ First product I notice was book.‐ There was a central display table with the new products.‐ There were no items that are “for sale”. ‐ Products arranged by function.     
  3. 3. ‐ No free samples. ‐ No specific products are at eye level. ‐ No specific items are in the least accessible locations. ‐ No specific criteria in locating the most and least expensive products. ‐ Prices of the products are easy to find. ‐ The item near the cash register always doesn’t attract me.   Customers: ‐ Most customers are with someone else, usually with friends.  ‐ The average age of the customers is 30, both genders.  ‐ Customers don’t tend to walk in the same path when the interred.  ‐ How long do customers stay in the store, on average? (hard to notice)  ‐ Customers usually touch the products  ‐ Most customers appear to be browsing.  ‐ What percent of customers purchase products in the store? (hard to notice)      Other Observations: I notice for the first time, that there was a section for the “shop recommends”.
  4. 4.   W store    Before I entered: ‐ The store not attracted from outside.   ‐ The door is open.  ‐ The opening door makes me feel as I am welcomed.  ‐ The sign lettering in a medium font.  ‐ It doesn’t tell me anything about the store.    Environment:  ‐ The color scheme is white and blue. The color is neutral.  ‐ The floor is off‐white color.   ‐ The ceiling is height, I don’t know how high.  ‐ The lit at the store is great.  ‐ The environment is quiet because there are no customers.   ‐ There wasn’t a noise, only a Disco song.   ‐ The playing music fits the environment.  ‐ The store is neither cold nor warm.  ‐ The store wasn’t organized; there were no sections for the cloths.  ‐ There was a bad smell from the clothes.  ‐ The cash registered is near the shop door.  ‐ No security for the store.  ‐ Usually I stay in this shop about 10 min.  ‐ The environment influences of the perceived value of the merchandise are neutral.  Personnel: ‐ Sales person doesn’t initiates contact, until u ask them, and that is great.  ‐ The salesperson doesn’t have a script to follow with each customer.  ‐ No different in treatment between customers.  ‐ Ratio of salespeople to customers about 2:12.  ‐ Employees age about 30 and they are both gender.  ‐ Salespeople don’t use the store products. 
  5. 5. ‐ Salespeople wear a blue uniform. ‐ Salespeople match normally the store image. Products:‐ First product I notice was a cardigan.‐ There wasn’t a central display table.‐ There were no items that are “for sale”. ‐ Products are not arranged by anything. ‐ No free samples. ‐ No specific products are at eye level. ‐ No specific items are in the least accessible locations. ‐ No specific criteria in locating the most and least expensive products. ‐ Prices of the products are easy to find. ‐ No items near the cash register.   Customers: ‐ Most customers are with someone else, usually with family.  ‐ The average age of the customers is 30, mostly girls.  ‐ Customers tend to walk in the same path when the interred.  ‐ How long do customers stay in the store, on average? (hard to notice)  ‐ Customers usually touch the products  ‐ Most customers appear to be browsing.  ‐ What percent of customers purchase products in the store? (hard to notice)      Other Observations: The shop is very small, so there were not varieties.
  6. 6.   VM store    Before I entered: ‐ The store is attracted from outside.   ‐ The door is open.  ‐ The opening door makes me feel as I am welcomed.  ‐ The sign lettering in a medium font.  ‐ It doesn’t tell me anything about the store.    Environment:  ‐ The color scheme is white and blue. The color is neutral.  ‐ The floor is off‐white color.   ‐ The ceiling is height, I don’t know how high.  ‐ The lit at the store is not good.  ‐ The environment is gloomy.   ‐ There wasn’t a noise, only a Disco song.   ‐ The playing music fits the environment.  ‐ The store is neither cold nor warm.  ‐ The store was organized; but there were no sections for the cloths.  ‐ There was a sugary smell.  ‐ The cash registered is near the shop door.  ‐ There is a security for the store.  ‐ Usually I stay in this shop about 5 min.  ‐ The environment influences the perceived value of the merchandise.  Personnel: ‐ Sales person doesn’t initiates contact, until u ask them, and that is great.  ‐ The salesperson doesn’t have a script to follow with each customer.  ‐ No different in treatment between customers.  ‐ Ratio of salespeople to customers about 4:20.  ‐ Employees age between 25-35 and they are both gender.  ‐ Salespeople don’t use the store products.  ‐ Salespeople wear a uniform and name tag with their names. 
  7. 7. ‐ Salespeople match the store image. Products:‐ First product I notice was a pullover.‐ There wasn’t a central display table.‐ There were no items that are “for sale”. ‐ Products are arranged by colors. ‐ No free samples. ‐ No specific products are at eye level. ‐ No specific items are in the least accessible locations. ‐ No specific criteria in locating the most and least expensive products. ‐ Prices of the products are very easy to find. Every stand has a panel with its price. ‐ Near the cash register there are a wallets and accessories. Customers: ‐ Most customers are alone.  ‐ The average age of the customers is 30, girls.  ‐ Customers tend to walk in the same path when the interred.  ‐ How long do customers stay in the store, on average? (hard to notice)  ‐ Customers usually touch the products  ‐ Most customers appear to be browsing.  ‐ What percent of customers purchase products in the store? (hard to notice)      Other Observations: The fitting room is very spacious and convenient. For the first time I noticed ther was a TV. There was many floade cloth which I dislike. I really like the idea when the price is not only on the cloth but also on the stand.
  8. 8.   S store    Before I entered: ‐ The store is attracted from outside.   ‐ The door is open.  ‐ The opening door makes me feel as I am welcomed.  ‐ The sign lettering in a medium font.  ‐ It doesn’t tell me anything about the store.    Environment:  ‐ The color scheme is dark green. The color is gloomy.  ‐ Can’t remember the floor color.   ‐ The ceiling is height, I don’t know how high.  ‐ The lit at the store is bad.  ‐ The environment is gloomy.   ‐ There was a noise, customers.   ‐ The playing music really fits the environment.  ‐ The store is neither cold nor warm.  ‐ The store was organized; but there were no sections for the cloths.  ‐ There was a sugary smell.  ‐ The cash registered is near the shop door.  ‐ There is a security for the store.  ‐ Usually I stay in this shop about 10 min.  ‐ The environment influences the perceived value of the merchandise.  Personnel: ‐ Sales person doesn’t initiates contact, until u ask them, and that is great.  ‐ The salesperson doesn’t have a script to follow with each customer.  ‐ No different in treatment between customers.  ‐ Ratio of salespeople to customers about 6:35.  ‐ Employee’s average age about 35 and they are both gender, mostly women.  ‐ Salespeople don’t use the store products. 
  9. 9. ‐ Salespeople wear a non-clear uniform and a small name tag with their names that hard to notice. ‐ Salespeople don’t match the store image. Products:‐ First product I notice was a cardigan.‐ There wasn’t a central display table.‐ There were no items that are “for sale”. ‐ Products are arranged by function. ‐ No free samples. ‐ No specific products are at eye level. ‐ No specific items are in the least accessible locations. ‐ No specific criteria in locating the most and least expensive products. ‐ Prices of the products are very easy to find. Every stand has a panel with its price. ‐ Near the cash register there are accessories. Customers: ‐ Most customers are with someone else.  ‐ The average age of the customers is 30, mostly women.  ‐ Customers don’t tend to walk in the same path when the interred.  ‐ Customers stay in the store about 7 min.  ‐ Customers usually touch the products  ‐ Most customers appear to be browsing.  ‐ What percent of customers purchase products in the store? (hard to notice)      Other Observations: The fitting room is very spacious and convenient. I really like the idea when the price is not only on the cloth but also on the stand. What really attract me is there was about 3 big mirrors in the shop, which is really good idea, instead of going always to the fitting room. The shop is specious. I like the spinning stand idea.
  10. 10. FF store     Before I entered: ‐ The store is attracted from outside.   ‐ The door is open.  ‐ The opening door makes me feel as I am welcomed.  ‐ The sign lettering in a medium font.  ‐ It does tell me about the store.    Environment:  ‐ The color scheme is pink.   ‐ The floor color is white.   ‐ The ceiling is height, I don’t know how high.  ‐ The lit at the store is bad.  ‐ The environment is good.   ‐ There was no noise.   ‐ The playing music good with the environment.  ‐ The store is neither cold nor warm.  ‐ The store was organized; there were sections for the products.  ‐ There was no smell.  ‐ The cash registered is near the shop door.  ‐ There is no security for the store.  ‐ Usually I stay in this shop about 5 min.  ‐ The environment influences the perceived value of the merchandise.  Personnel: ‐ Sales person initiates contact.  ‐ The salesperson doesn’t have a script to follow with each customer.  ‐ No different in treatment between customers.  ‐ Ratio of salespeople to customers about 2:12.  ‐ Employee’s average age about 35 and they are both gender, mostly women. 
  11. 11. ‐ Salespeople don’t use the store products. ‐ Salespeople wear a uniform and a small name tag with their names. ‐ Salespeople match the store image. Products:‐ First product I notice was a slipper.‐ There wasn’t a central display table.‐ There were no items that are “for sale”. ‐ Products are arranged by function. ‐ No free samples. ‐ No specific products are at eye level. ‐ No specific items are in the least accessible locations. ‐ No specific criteria in locating the most and least expensive products. ‐ Prices of the products are not easy to find. ‐ Near the cash register there is a pillows and watches. Customers: ‐ Most customers are with someone else.  ‐ The average age of the customers is 25, women.  ‐ Customers don’t tend to walk in the same path when the interred.  ‐ Customers stay in the store about 7 min.  ‐ Customers usually touch the products  ‐ Most customers appear to be browsing.  ‐ What percent of customers purchase products in the store? (hard to notice)      Other Observations: The store reflects a bad idea because so many of the shelves were empty.
  12. 12. S book store     Before I entered: ‐ The store is very attracted from outside.   ‐ The door is open.  ‐ The opening door makes me feel as I am welcomed.  ‐ I didn’t notice the sign.  ‐ It does tell me about the store.    Environment:  ‐ The color scheme is green.   ‐ The floor color is white.   ‐ The ceiling is height, I don’t know how high.  ‐ The lit at the store is not very good.  ‐ The environment is great.   ‐ There was a little noise.   ‐ The playing music is barely could heard.  ‐ The store is neither cold nor warm.  ‐ The store was organized; there were sections for the products.  ‐ There was no smell.  ‐ The cash registered is in the center of the shop door.  ‐ There is no security for the store.  ‐ Usually I stay in this shop about 20‐40 min.  ‐ The environment influences the perceived value of the merchandise.  Personnel: ‐ Sales person initiates contact when u ask.  ‐ The salesperson doesn’t have a script to follow with each customer.  ‐ No different in treatment between customers.  ‐ Ratio of salespeople to customers about 2:15.  ‐ Employee’s average age about 35 and they are only men.  ‐ Salespeople don’t use the store products.  ‐ Salespeople don’t wear a uniform or name tags. 
  13. 13. ‐ Salespeople nearly match the store image. Products:‐ First product I notice was a novel.‐ There wasn’t a central display table, with the new arrivals.‐ There were no items that are “for sale”. ‐ Products are arranged by categories. ‐ No free samples. ‐ The most new and best sellers are at eye level. ‐ Books that people don’t demand always in the least accessible locations. ‐ No specific criteria in locating the most and least expensive products. ‐ Prices of the products are easy to find. ‐ Near the cash register there are a small books and book marks. Customers: ‐ Most customers are alone.  ‐ The average age of the customers is 20-50, both genders.  ‐ Customers don’t tend to walk in the same path when the interred.  ‐ Customers stay in the store about 10 min.  ‐ Customers usually touch the products  ‐ Most customers appear to be browsing.  ‐ What percent of customers purchase products in the store? (hard to notice)      Other Observations: ‐ The store has a DVD stand behind another stand, that’s why I never noticed before. ‐ The book stands is loaded it is a little hard to can pull a book outside the shelve to check it. ‐ The best sellers stand is not well organized, it is arranged with numbers from 1 to 12, and some numbers has no books under it.

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