The document is a compilation of observations and recommendations regarding various retail stores, focusing on their layout, customer interactions, and branding issues. Key insights include the need for better merchandising and organization in stores, the importance of creating a welcoming environment, and aligning sales personnel with brand identity. The author suggests specific changes to improve customer experience and store aesthetics.

1. Paying attention
Crash Course on Creativity
By Ana Curo, Croatia

2. Muller
cosmetics
Observations Surprises/Opportunities
• The lights inside the store • Align the perfume
were extremely bright department by alphabet so it
• The store was crowded with seems less chaotic
merchandise and there were • Remove the umbrella stand
a lot of lined up items at the at the entrance since is
perfume corner seems to fall out of place and
• The sales people actually the stores’ image
don’t match the store brand
(everyone is not wearing a
uniform)
•Perfumes are the first thing
in site and are the most
expensive merchandise
• Most customers are on a
mission and are mid-aged

3. Elipso
software & appliances
Observations Surprises/Opportunities
• There is a lot of space • Maybe offer “a friend
which makes me feel free and discount” for ppl who visit
comfortable the store in pairs
• The music wasn’t too loud –
just the right level
• The store was very warm
• The customers were around
their 20s, 30s and were
looking at the products in
pairs (conclusion: ppl tend to
ask for advice when buying
tehnology)

4. New Yorker
clothes
Observations Surprises/Opportunities
• Extremely messy – the • I would try to figure out
merchandise isn’t sorted the stores’ branding message,
• Has a bad smell of because it’ obviously
merchandise confusing 
•There were no customers • Have the clothes neatly
• The music was extremely sorted and organized instead
loud of a mess
• The salespeople aren’t
wearing any store uniform

5. Loccitane
cosmetics
Observations Surprises/Opportunities
• Earthly tones • The red tiled floow
•There was no music, but it surprised me – it really
was very comfortable communicates the brand
• I like how the cash register essence “natural, gentle”
isn’t near the door – it seems • I actually wouldn’t change a
unobtrusive thing for now…
• Salespeople are dressed in
appropiate uniforms

6. Local store Maestral
retail
Observations Surprises/Opportunities
• The doors were closed • Open the door if it’s not too
• There was a lot of posters cold since it create a warmer
and different advertising feeling
outside on the stores’ door • Remove all of the posters
which distracted me and brand the store with a
• The store is really small and logo, moto
crowded – everything is • Put a white bord outside as
everywhere a “news board” where new
•The fruit is outside in products would be introduced
different crates - it’s sorted • Instead of crates put a lot
of fruit baskets
• Bring a tree and hang the
fruit baskets on each branch


7. Local bakery Arena
Observations Surprises/Opportunities
• The doors were closed • Have daily specials and
• There was no disctintive announce them on a bulleting
branding materials in front of board, e.g. muffin and orange
the store juice, roll and yogurt for a
• Inside the stores there is a cheaper price
huge plastic shelf that
separates the salespeople
from the customers and
where the products are

8. Thank you for paying
attention! 
Ana