The document provides observations from visiting various retail stores, including Walmart, Staples, Toy R Us Express, Hallmark, Winners, and Dollar Store. Key details noted include store layouts, cleanliness, signage, product displays, and customer service. Overall impressions of the shopping experiences at each location are given through short descriptions of the stores' appearances and setups.

1. GOING SHOPPING
ARE YOU PAYING ATTENTION?
Helen Shiu - A Crash Course on Creativity

2. Walmart
The store draws me in. Taking care of customers Business as usual

Walmart is building a new store. 
Before entering the store, there are 
The ground is clean and wide.
nicely designed banners to explain

It is under construction and yet it is their undertaking. 
The construction doesn't interfered
already open for business. with shopping.

The font is big and message is short.

Even though is under construction, 
The lights are kept on throughout the
the place is kept clean, bright, orderly 
The corporate color scheme is entire store even the off-limit area. It
and inviting. observed. Even the metal fences are enhances the otherwise less than
blue. It gives off the feel of careful ideal shopping experiences.

It makes me wonder what it is like to planning.
go to a Walmart that is currently
under construction. 
The store is mostly empty but it is still
being monitored. A security guard is
positioned right at the store front.

3. Staples
Instant communication. Busy yet orderly Store layout makes sense

A banner is display at the top of the 
There are many signs on display to 
Store personnels are placed near the
escalator to communicate a new communicate promotions and entrance and in front of the computer
product offering. different product offerings are and electronic sections for easy
presented readily. access of information.

A weekly special flyer is outside of
the store to attract customers. 
Bright and quiet. Products are nicely 
Office supplies are placed in the back-
stacked up. Things are easy to find. end of the store.

Store front window space is used
to display posters and products to 
Aisles are lined up with promotional
communicate with shoppers. items.

4. Toy R Us express
No communication with customers

There is no messages presented to connect with shoppers.

Other than the store sign, there is no corporate branding to speak of..

The store footage is smaller than the other Toys R Us. The store display is stark.
The store has a feel of being more like a storage room.

Packing boxes are left in the middle of the aisles, not conducive for good shopping
experience.

The floor personnels were busy handling merchandise at the back. From the front
of the store, it looks abandoned.

Toy R Us express might be an “outlet” store. This is the feeling of having been
inside the store and can see that it is not being treated or built like the other Toys
R Us. However, there is concerted effort to communicate the savings if this is
indeed a discount store.

5. Hallmark
Dark store front, not inviting

The front of the store is not sufficiently illuminated to brighten the
Store sign.

The window display doesn't match the cheer messages on
display.

Part of the entrance is obstructed by a big banner.

The store seems abandoned from the outside looking in.

6. Winners
Big bright wide store front Products display orderly Check out aisle

The products near the front of the 
Showing what the customers might 
The check out aisle is essentially a
store are frequently updated and have on their mind when they enter prolonged POS for last minute
kept eclectic to keep shoppers the store. shopping opportunity.
interested.

Products are thoughtfully arranged 
It is good even just for entertaining

High ceiling, many rows of lights and grouped meaningfully. purpose. Check out line can get
and wide aisles make an easier long and people get bored. The
shopping experience . 
Informational signs are on display aisle helps to pass the time.
prominently.

Corporate color, dark grey is used
respectfully and effective for offsetting
the products.

7. Dollar Store
Bright store sign and the name tells a story.

The store is pleasant and the green communicates dollars.

The place is packed with merchandise, even all the way up to the
ceiling.

Some merchandise is actually placed too high up and out of reach.

Aisles are obstructed by more products. Sometimes it is hard not to
bump into things.

Products display doesn't always make sense. They seem to be
placed in order to fill the space.