CREATIVITY observation

1. CREATIVITY “Assignment Week 2”
OBSERVATION
Details of the visits to Ann Taylor, Sur
La Table, Chicos, Starbucks, Barnes &
Noble, and Luke’s Locker

2. • Personal visits were made to the stores of Ann Taylor, Chicos, Luke’s
Locker, Sur La Table, Barnes & Noble, and Starbucks.
• From those visits, the following insights and
Hidden opportunities were revealed. Pictures taken during those
visits are included as part of the environment of those
establishments.
For the stand point that the physical retail store is ultimately given the
task of welcoming customers and selling goods to those customers,
my analysis revealed that the stores accomplished that goal from
greatest accomplishment to lease accomplishment in the following
order: 1) Luke’s Locker, 2)Barnes & Noble , 3) Sur La Table, 4)Ann
Taylor, 5 ) Starbucks, and 6) Chicos.

3. • Luke’s Locker offered a pleasant atmosphere from
the moment of entering the store. This store
caters mostly to the individual who “runs”, more
than the norm, and therefore wants sporting
attire for that purpose.
• This particular store has a central aisle that runs
probably 125 feet long, and has a painted
• “sky-like” ceiling over a large portion of the aisle,
given a feeling of freedom, of which runners are
probably very much fun of.

4. Central Aisle at Luke’ Locker

5. • Barnes & Noble was very well merchandised with almost
everything carefully placed.
• In general the store has a very welcoming atmosphere.
• At the top of the escalator I noticed a small advertising
placard for a membership.
• After discussing details of sales with the store manager, it
appears that a missed opportunity may be more detail
regarding the sales lines of “Legos” and “Melissa and
Doug”, which have proportionally greater sales(than other
lines).

6. Prominent placement at top of
Escalator?

7. Merchandise that Sells Well

8. More Good selling merchandise,
displayed “ Behind other Racks”

9. • Sur La Table had advertising posters placed inside their
front glass doors. They were of a Starbucks coffee
machine, which they are carrying.
• The conversation with the manager revealed that the
coffee machine had been a good seller after a short
period of weeks.
• However, a visit in the store revealed that the display
for this “hot” selling item was some 25 or so feet
from the front door, placed behind other displays. This
could probably be better placed, for greater exposure
to this “hot “ selling item.

10. “HOT selling coffee maker not in sight
of front door”

11. • Ann Taylor’s merchandising didn’t appear to
distinguish itself in any discernible manner.
• A striped(perhaps tiger stripe?) garment
• tended to catch the eye from the front door

12. Eye catching striped hanging garment

13. • A visit to Starbucks revealed that that both the exterior
and the interior of the store were somewhat “not
inviting”.
• The exterior was stark, and the interior used features
that tended to corral the buying customers through the
check out line, and offered more of a “cafeteria
feeling”; something that one would expect from a
middle school experience. It is observed that
Starbuck’s philosophy(with sitting chairs and tables) is
probably one that encourages “ shorter” visits,
• rather than a longer legnth of time.

14. Corraling ropes at Starbucks

15. • The chicos store was very vibrant with color,
• But very much crowded, to the extent that it
seemed claustrophobic