6 OPEN SHOPS IN SEVILLE by Rosa Fernández Díaz Observation Lab 2nd assignment (individual) A Crash Course on Creativity Stanford University
If I have ever made any valuable discoveries, it Questions to be Observed has been owing more to patientratio of salespeople to customers? Before you enter the store: What is the attention, Does the store draw you in? If other talent. Isaac Newton are the employees? than any so, how? What age and gender Is the door open or closed? Are the salespeople using the store products? How does this make you feel? Do the salespeople have a uniform? How big is the sign lettering and in what font? Do the salespeople match the stores image? What does it tell you about the store? Products: Environment: What is the first product that you notice? What is the color scheme of the store? How does this Is there a central display table with featured products?Isadora affect you? effect the environment? What can be What type of floor does the store have? How does this How high is the ceiling? How does this feel? Where are items that are “for sale” located in the store? How are the products arranged? By function? By price? By color? DeLimbo How brightly lit is the store? How does this affect you? Are there free samples or demonstrations? discovered at an How loud is the environment? What is causing the noise? Is there music playing? If so, does it fit the environment? What products are at eye level? What items in the store are in the least accessible locations? Where are the most and least expensive products attentive glance Is the store warm or cold? Is the store crowed with merchandise or is it sparse? Does the store have a distinctive smell? Where is the cash register located? located? Are the prices of the products easy to find? Are there impulse items near the cash register? Customers:Le Voilà How visible is the store security? Are most customers alone or with someone else? What La Importadora How long do you want to stay in this store? is the relationship? Does the environment influence the perceived value of What is the average age and gender of the customers? the merchandise? When a customer enters the store, do they tend to Personnel: walk in the same path or direction? - How long does it take before a sales person initiates How long do customers stay in the store, on average? contact? Do customer touch the products? Is this encouraged? Does the salesperson have a script to follow with each Do most customers appear to be on a mission or are customer? they browsing? Does the salesperson treat different customers What percent of customers purchase products in the differently? store? Other ObservationsZález Taranta
Come In The font of the sign lettering isLight salmon colored gentle and there is a lovelyfacade and pale blue drawing with itshop windows, tellsyou about surprisesinside Three shop windows and the opened doors draw you inMusic playing in this shop and now: At home, Anni B Sweet
The color scheme of the shop is thesame as it is in the facade: salmon andpale blue.The ceiling is very high and a delicatered and black berries smell surroundsyou. The floor of wood is warm, brightness is exact and music is soft. Environment is comfortable and makes the customer wish to stay for long.
Young sales people initiate contactsince the begining, smiling to youwhen entering, from the counter ofthe cash register, located in the rightfront of the door. Personnel wearsome products they sell.There are central clothes stands, shelvesand tables, at eye level, accesibles, eachwith its price in a label. Entering the corridor there is a lounge with proposals to combine shop products, and two fitting rooms. This area is decorated as a living room where short- term art exhibitions are held (currently illustrations by Neus Caamaño)
Details everywhere getcustomer’s attention sothey want to stay for long,discovering every nook andcrannyMost of the customersare womenWomen aged between 20and 40 years old that comein pairs or alone70% of the customers purchase
Come The round font of the sign In lettering is pleasant and the butterflie’s hanging sign is very tenderFrontage colours, tileand white, tell youabout warmth inside Le Voilá draws you in with its opened door and a cute little shop window outside at the right wall.Music playing in this shop and now: Arkansas, Damien Jurado
Young salespeople, a woman, initiate contact since the begining, smiling to you when entering, behind the counter of the cash register, located at the right of the entrance. Personnel wear some products they sell. Dogs are allowed.The shop is a small room, crowded with merchandise; full of details over tables and inshelters. A short-term photo exhibition is held (currently Insomnio by Ana López Calero)
There is soft music playing and lighting is perfect to watch the ceiling, which is medium high and exhibits a fresco painting by Rico Cejudo that dates back to 1897Glazed ceramic tiles cover the wall up toa meter high from the floor. Marble tilesin the floor are covered with a espartograss carpet. Environment is warm
Some special customers aretreated differently, with specialpresents for their visit Normally customers are thirty years old women, of whom up to 70% purchase after several minutes looking at products and touching whatever they like
Come In The uppercase letter font of the hanging sign is very color and original. It is the essencial element to draw customers inThe narrow facade ispainted white toemerge the door andentrance of the shop The open door leads to an entrance where shop windows are both sidesMusic playing in this shop and now: Ketto, Bonobo
From the spacious entrance, customers and some products (clothes) can be seen in the left inside. The store is perfectly lit and merchandise is sparse…… from there can also be seen thesalesperson behind the long counter a littlefurther on the left side and othercustomers looking at books in shelters andproducts in coat stands… and in the end ofthe room can be seen a semicircular archthat leads to another wide room
Not much visible but strong security systemThe deepest room of the shop beyond the semicircular arch is a wide and spaciousexhibition and concerts hall with excellent lighting. Currently there can be seen anengravings exhibition titled Posesiones de ultramar by Daniel Muñoz “San” This hall has capacity for a big audience when concerts are held
Customers are fifty-fifty men and women who spend more than five minutes looking and touching products, and nearly half an hour visiting the exhibitionCustomers feel comfortable in thisshop surrounded by tuberosescent, and finally the 70% of thempurchase products
Come The extremely thin font of the In hanging sign matches the chic and smart products insideHappily adorned,two shop windowscover the wholefacade both sides ofthe door Zález draws you in with its opened door and colored “ABIERTO” sheet hanging on the door haldleMusic playing in this shop and now: Underneath the apple tree, Carmen Mc Rae
As soon as one enters this shop, Nuria, a young bussiness woman, awaits from the other side of the counter, located in front of the door, to help customers in whatever they may needOrange blossom scent wafts, Carmen Mc Rae sings, and fine silks areeverywhere in rolls and in products already finished just like dolls, bags,notebooks. All is chic and pleasant
Nuria’s workshop is at sight, so customers can ask her for a personal product, and at the same time she can give them ideasMost customers are women alone or in pairsand stay in the store fifteen or twentyminutes on average. They can enter the shopwith dogs or even bicycles, beeingencouraged to touch and try on the products. As a lot of products are customized, so more than 70% of customers purchase.
The plain font of the sign lettering Come represents accesibility, but with a In touch of originaliy because of a bold “t” and a characteristic iconFrontage colours,lilac and white tellyou about eleganceinside beyond theopen door A large shop window with an exhibition of chic and creative products draws you in.Music playing in this shop and now: Vie on me, Paolo Conte
There is a small entrance with a little shop windowon the left so customer can see from thereproducts, a show table and the counter looking tothis side. Lit and environment are warm Turning to the right customers can see a show room with an exhibition of other products Once you enter to that room, products arraged by colors are shown in tables and shelters
Sales people are two young men who don’t wear the products they sell. Theycontact the moment one enters, to welcome customers and encourage them to see and touch products, and ask when they choose, so they can be served Customers are women alone or in pairs, any age, and up to 75% spend fifty minutes on average before purchasing.
Come In The hanging sign is unconventional and captures your attention while the round font lettering is pleasant and inspires comfortSalmon frontagecolours, and opendoor are elegant andwarm La Importadora draws you in with three wide shop windows dressed to suggest there is much to discover inside!!Music playing in this shop and now: Ornament, Scott Mathew
Actually, there is much to discover inside this shop and gallery.Nevertheless the ceiling is very very high the floor iscold and the counter is a bit far from the entering,smart product’s arrangement and variety, togetherwith good lighting and music and short-termexhibitions make you want to stay long. Currentlytwo exhibitions are held: Father by Fausto Mauriz,and Ensayo by Ernesto Artillo
One of the three young salespeople, two men and a woman, help inmediatly to customers Customers are women and men usually in pairs, middle average, who look for unusual products pretty elegant and different. They can touch every product, as can find its price in the label of each oneCustomers spend at least tenminutes having a look atproducts, and fifteen minuteslooking at the exhibitions, and a70% purchase.
To sume up It can be observed that in most shops at Soho Benita (Seville):Facades, letterings and shop windows draw customers in Salespeople are young, attentive and both sexesWarm, elegant and original environments are found Merchandise is properly arranged and there are impulse items near the cash registers, but Art exhibitions are best valued and match shops Customers spend fifteen minutes on average looking at products and a 70% of them purchase