The document summarizes the key observations and experiences from a shopping trip to various stores in a mall. It describes the layout, product selection, customer experience and staff interactions at different retailers including a bread store, clothing store, toy store and several food establishments. Issues around security, staff engagement and a potential shoplifting incident are also noted. The trip aimed to gather insights around lighting, ambience, staff friendliness and creating the optimal customer experience.
1. Are
You
Paying
Attention?
Observation Lab
Assignment #2
Crash Course on Creativity
By Lim Min Chern
2. Disclaimer
Generally in Singapore, it is not easy to take photographs when inside a store, unless permission is given ( or
requested from through official means )… Hence, on occasions when photo-taking is less permissible, I have
taken the liberty to search for them on the internet. Many thanks to the various sources I found…
3. A picture tells a thousand words…
Unfortunately I am not a master of the craft of photo-
taking… so please forgive my amateurish attempt…
8. Novel product
selections
showcasing
innovation &
spear-heading in
Bread Industry
Overall experience :
Let’s get talking about Bread!!!
9. Some Observations…
Security alert high… staff & store manager seemed suspicious of “my
browsing” activities… Good & bad – Tight security means low
theft/losses… I decided to hang loose and observe from a greater
distance… Hence, had I been a potential customer, they lost me…
Only 1 Staff ( Cashier at the counter ) attempted to “greet” me
( or anyone, for that matter – she was the ONLY one serving the
customers – there were at least 5 other staff who stayed mainly
behind the demonstration kitchen )… she noticed me browsing
and threw in the line, twice : “Any steam cakes for you?” ( with a
smile – steams cakes were their “impulse items” displayed at the
cashier’s counter )…
Very attractive selection and lay-out… attracted many “browsers”…
but only about 60% bought… I could see customers deliberate and
hesitate on buying / which items to buy…
10. The second store
which I initially
walked past… before
deciding to walk in…
11. • wide array of wearing apparels and
accessories
• On the first floor, they have children’s
clothes and toys. On the second floor,
they have women's needs ( like
underwear, bags, clothing, hats, belts,
toiletries ), men’s items, baby section,
bedding, kitchen stuff and more toys.
• for the variation of stuff, you can find
almost everything here, a one-stop
shopping experience.
12. Toy
demonstration
&
display station
Toy Competition
Station – attraction a
long queue of kids
who are vying for
free “chops” to
exchange for prizes
13. I think I witnessed a crime!!!
• There were 5 or 6 of such life-size
posters on display at secluded
corners where
• On speaking to the staff, I
realised the store experiences a
high number of shop-thefts
• I was standing next to a
“potential customer” browsing
some small promotion items… I
noticed she took one in hand and
slipped it into a small bag that
she already carried… before I
could alert anyone in the store
( the 2 staff at the cashier’s
counter were busy talking ), the
lady walked quickly out of the
store and disappeared into the
crowd… I was left “unsure”… I
think I just witnessed a CRIME!
51. INSIGHTS from this journey…
Bright / Sufficient LIGHTING…
AMBIENCE…
Friendly, Approachable STAFF…
Company’s VISION & PHILOSOPHY…
creating the ultimate EXPERIENCE
for the CUSTOMERS…
52. And now… my work is done…
so it’s finally time for me to DIG IN!!!
