This document provides observations from site visits to several retail stores including Macy's, Time After, Pottery Barn, AT&T, Victoria's Secret, and Microsoft Store. Key details are provided about the store layouts, merchandise presentation, customer demographics, and employee interactions. Common themes that emerge include prominent signage, well-lit interiors, color schemes to set the brand tone, and sales associates promptly engaging with customers.

1. A Crash Course on Creativity
Assignment: Are you paying
attention?

2. Macy’s
• Large store sign, and entrance
is clearly lit
• Store has a large entrance and
doors are open
• Store occupies one end of
shopping mall drawing traffic
• Interior is brightly lit and some
merchandise is clearly visible
• Store electronic security is
visible at entrance

3. • Store has a soft color
scheme typical for large
department stores
• Lots of lighting to brighten
up the inside of the store
• Flooring is non-skid type
• Ceiling is high which
creates a feeling of space
even though there is a lot of
merchandise on display
• Cash registers are located
in each department
• Products are arranged by
department. First products
noticed depends on
entrance to store

4. • Customers are mostly
young to middle aged
• Mostly families with
children
• Customers are
encouraged to touch and
feel products
• A mix of customer
browsing and purchasing
• Certain department
salespersons initiate
contact quickly i.e. men’s
suits likely to due with
higher price point of
product

5. Time After
• Store located in a corner
with plenty of traffic
• Entrance to store is wide
open; no door(s) apparent
• Store was very inviting
because of the location
and openness
• Store sign not easily
legible due to art work
behind the signage

6. • Showcase merchandise is
well displayed and lit
• Merchandise arranged by
brand name
• Customers can easily
browse products
• Cash register located at end
of store away from entrance
• To see products, need
attention of store employee
• Only one salesperson visible
• Customers were largely
young men or women
• Most appeared to be
interested in purchasing a
product

7. Pottery Barn
• Clear sign on store entrance
• Door is open but entrance is
smaller than other similar sized
stores
• Black on white color scheme
• Warm light emanating from
within store
• Gives a warm feeling and
invites you in

8. • Warm color scheme used
everywhere inside
• Ceiling is lower than the large
department stores (Macy’s)
• Store is crowded with
merchandise but it’s well
presented
• It’s one of the better set up
stores in the mall

9. • Customers are young middle
aged
• Customers are likely to be mid
to upper income families
• Most customer were women
• Store employees did not take
long to initiate contact
• Store employees were most
likely to be in the late 20s to
early 30s age group

10. AT&T
• Store front well lit
• Company name is large and
clear
• Sign and store front design
makes you feel the products are
technology related. The design is
quite industrial
• Large windows allows you to
see inside the store and the
various products

11. • Floor is carpeted (felt-like)
which is reduces the noise
from foot steps
• Display cases line the walls
with products
• Center of store has
additional showcases for
accessories
• Overall the store colors and
display locations is not very
inviting
• Registers are located straight
across from entrance
• Sales personnel were quick
to initiate contact
• Customers are young to
middle aged

12. Victoria’s Secret
• Store signage is large and clear
• Store doors are wide open with
clear sight of some merchandise
• The store is attractive to both men
and women
• From the entrance, there is
visible, a central display table for
latest products
• Store uses warm colors

13. • Store has mostly white tiles
with some intermittent black
tiles
• There is some music playing
catering to younger customers
• Store is geared for young
women
• However from time to time,
men shop here
• Store personnel are young
women
• Products are at eye level and
easily reached
• Registers are away from the
store entrance
• Sales items are further inside
the store

14. Microsoft Store
• Store has a large entrance with
products easily seen from
outside the store
• Store is inviting because the
products are all laid out in front
on tables for customers to try
• Near the entrance, a game
center (Xbox) is setup for
customers to come in and play
• Prominent display of new
Windows 8 product in front of
store

15. • Store personnel make quick
initial contact
• Many salespersons in the store
helping customers
• Salespersons are mostly young
men
• Customers are mostly young
men
• Customers are mostly browsing
and looking at the new products
• A lot of customers come with
other customers
• Stools setup by various tables
for customers to sit and spend
time on products