This document analyzes and summarizes the shopping experiences and opportunities in several different stores, including a grocery store, bakery, Chinese shop, shoe repair shop, bakery/candy shop, and fashion store. Key insights include the importance of ambiance, product placement, friendly staff, and sales opportunities to encourage browsing and impulse purchases. Music was also noted as potentially preventing customers from lingering in some stores.

1. Insights to the
rhythm of the music
A Crash Course on Creativity
Are you Paying Attention ?
Maite Ibarretxe, Ph.D.
30 Oct 2012

2. Grocery “Frutas Zelaia “
it is an attractive and
colourful shop that
draws you in
Open Door invites to
enter just to browse
Maite Ibarretxe, Ph.D.

3. Grocery “Frutas Zelaia “
Environment :positive influence in the shopping experience
High cealing - hygeneous and wooden floor - warm
Ambiance music makes you stay longer in the shop
Products at eye level , and well positioned
Maite Ibarretxe, Ph.D.

4. Grocery “Frutas Zelaia “
Insights and Opportunities
Most “expensive”
products not touchable
behind cash register
Door
Friendly Personnel
young women
No “impulse” items
near cash register
“Sale” Products few, low,
and very hidden close to
the cash register Maite Ibarretxe, Ph.D.

5. Backery “Correa e hijos “
it is an half attractive
shop where you enter if
you have a mission
Open Door invites to
enter just to browse
Maite Ibarretxe, Ph.D.

6. Backery “Correa e hijos”
Friendly Personnel
young women
Environment medium influence in the shopping experience
High cealing - hygeneous, but tile floor - cold
Ambiance music don’t invite to stay longer - radio- loud
Maite Ibarretxe, Ph.D.

7. Backery “Correa e hijos “
Insights and Opportunities
Most “expensive”
products not touchable
behind cash register change of floor and
music would invite
to stay longer
“impulse” items located No “Sale” Products in the
near cash register shop, avoids ocassional
new non-customers
Maite Ibarretxe, Ph.D.

8. Chinese Shop “Bazar Oro”
it is an non attractive shop where
you enter if you have a mission
Open Door invites to
enter just to browse
Maite Ibarretxe, Ph.D.

9. Chinese Shop “Bazar Oro”
Environment low influence in the shopping experience
High cealing - hygeneous, but tile floor - cold
Radio music doesn’t invite to stay longer , unconfortable
Half-Friendly
Personnel: very
young men +
foreigners
Products arraged by
function and
fabricant. Thinking
of the supllier, not
the customer
Maite Ibarretxe, Ph.D.

10. Chinese Shop “Bazar Oro”
Insights and Opportunities Most “expensive” products not
No “impulse” items near cash
touchable, very high, to avoid
register. Small things close to cash
steal. Prevent High Customers
to avoid steal.
to buy in this shop
No “Sale” items in
Change of floor and the shop, prevents
music would invite from ocassional
to stay longer buyers
Maite Ibarretxe, Ph.D.

11. Shoe Repair Shop
it is an non attractive shop where
you enter if you have a mission
Close Door prevents
from entering just to
browse
Maite Ibarretxe, Ph.D.

12. Shoe Repair Shop
Insights and Opportunities
Environment very bad
influence in the shopping
experience
Low cealing - heavy , and
tile floor - cold
Music acceptable, but very
loud for the small place
Not Friendly
Personnel: very
young men +
foreigners
Maite Ibarretxe, Ph.D.

13. Shoe Repair Shop
Insights and Opportunities
No “Sale” items, no
“Expensive “ items,
no “Impulse” items
in the shop,
everything is mixed
If door and personnel would be
more open, would encourage to
enter to browse Maite Ibarretxe, Ph.D.

14. Bakery & Candy “Pamitxa”
it is an attractive,
modern, digital and
colourful shop that
draws you in
Open Door invites to
enter just to browse
A good example of
how to expand value
by orchestrating a
lot of ancilliary
products around the
main product: bread
Maite Ibarretxe, Ph.D.

15. Bakery & Candy “Pamitxa”
Environment : positive
influence in the shopping
experience
High cealing - hygeneous and
wooden floor - warm
Products at eye level , well arranged
by functions : salted, sweet, candy
Maite Ibarretxe, Ph.D.

16. Bakery & Candy “Pamitxa”
Insights and Opportunities
Radio Music, a bit loud,
prevents from staying
long to browse
No “Sale” items in
the shop, prevents
from ocassional
buyers
Maite Ibarretxe, Ph.D.

17. Fashion “A Duo”
it is an attractive, modern, and colourful
shop that draws you in
Close Door prevents from
entering just to browse Maite Ibarretxe, Ph.D.

18. Fashion “A Duo”
Environment : positive
influence in the shopping
experience
High cealing - hygeneous and
wooden floor - warm
Products at eye level , well
arranged by color
Friendly Personnel : young
women
Maite Ibarretxe, Ph.D.

19. Fashion “A Duo”
Insights and Opportunities
Radio Music, a bit loud,
prevents from staying
very long to browse
No “Sale” items in the
shop, prevents from
ocassional buyers +
customers to re-enter
Maite Ibarretxe, Ph.D.

20. Have you Payed Attention ?
Did I miss any Opportunity ?
Thanks
A Crash Course on Creativity
Music: Juan Carlos Irizar, Susurros del
Mar, Papilio Maite Ibarretxe, Ph.D.