The document discusses observations from visits to various stores catering to different target customer groups. It analyzes the store characteristics, customer demographics, and identifies challenges and opportunities for each store based on factors like layout, product selection, pricing, staffing, and customer experience. The goal is to understand what elements attract the desired customers, communicate the right message, and help each store succeed or improve its performance.

1. Are you paying
Attention?
By Rahul Khona
For A Crash Course on Creativity

2. Key Insight
Access to
Parking/a Space
ambiance information Location
ccess organization
/guidance
Inventory Product
Every thing matters
pricing
Selection placement - should
complement each
other to attract
Messaging/
signage
Crowding desired customers,
evoke appropriate
emotion and
Internet communicate
Strategy
desired message

3. Store Choice Criteria
 3 stores in a closed Mall
 3 stores in a shopping center
 Focus on succeeding businesses as well as
businesses in difficulty
 Focus on stores catering to frequent repeat
buying, less frequent repeat buying and
occasional buying
 Electronics, Apparel, Groceries

4. Stores Visited

6. Store Key challenges
Target Customers Key Observations
characteristics
 Young to  Lot of space  Friendly and  Store strategy
middle aged  Easy access to helpful staff is more
 Affluent experts to help  Staff matches expensive
 Tech savvy yet in shopping customer than
needing  Every product demographics competition
guidance is easily visible  Good mix of  Several other
 Want to touch  Different products that sources of
and see sections are complement information
products easily findable need for are available
before  Customers can guidance to consumers
purchasing easily touch  Layout so value of
and feel the encourages staff is
products browsing thus diminishing
 Very visible building longer  Have more
pricing term loyalty browsers than
 Good lighting buyers

8. Store
Target Customers Key Observations Opportunities
characteristics
 Middle aged  Lot of space  Availability of  Organize
to seniors  Well organized cafeteria to periodic book
 Affluent by category bring in book discussion
 Avid Readers  Built in browsers groups to bring
 Want to try out cafeteria to  Monetize in more
books before encourage browsing of readers
purchasing reading in the products via  Increase
store coffee & expert sales
 No interaction snacks staff that can
with a sales  List of Staff discuss books
person till recommende with people
customer d books and make
initiates  Inviting stores personalized
 Great lighting with good recommendati
 Books at eye locations ons
level

10. Store
Target Customers Key Observations Opportunities
characteristics
 Affluent  Welcoming  Ambiance  Move to
women entrance and product independent
looking for  Densely choice locations with
good quality packed store conveys high more parking
and not very to offer widest quality and  Slightly bigger
high prices possible good value stores so it
 Customers with inventory  Small stores does not feel
limited amount  Small space to keeps people overly
of time to keep people moving and crowded
spend in the moving fast save them
store  Eye level time
 Repeat buyers products  Smaller stores
 Easily visible conveying
prices and exclusivity
specials
 Easily visible
sign boards

12. Store
Target Customers Key Observations
characteristics
 Young adults  Ample of  Synergy
 Plain at stylish space and between
choice lighting product
 Lots of selection, store
mannequins layout, color
showcasing scheme
latest fashions  appeals to
 Good prices target
 Distinct looks customer
group

14. Store
Target Customers Key Observations Opportunities
characteristics
 Affluent  Dimly lit  Location and  Improve
Middle aged  Small store inventory lighting to
to older males  Very low mismatch make store
ceilings  Wants brighter
 Featured items browsing  Replace
don’t appeal customers but featured items
to target not wide with products
customers enough that match
 Not very inventory target
friendly staff  Lighting not customers
 Not very adequate for  Move out of
inviting people with mall
entrance weakening  Try to attract
 Located in a eyesight customers with
mall  Going out of a mission
business as a
result

15. Store
Target Customers Key Observations Opportunities
characteristics
 Affluent and  Logo only  Designed to  Create slightly
upwardly name create an bigger stores
mobile  Crowded exclusive so people
customers stores environment don’t feel
 Teens and  Large number  Designed to rushed
tech savvy of sales reps generate  Maintain the
young adults  Well featured followership exclusive
items and loyalty environment
 Easily  High focus on
accessible easy from logo
items for demo as name to
 Easy to checkout and
purchase pay where you
items are
 More browsers
than buyers