The document compares different sports stores on various characteristics like appearance, environment, and customer experience. It finds that Adidas draws customers in with its own design and colors at the entrance. The store has a high ceiling with good contrast, staggered lighting, and a warm environment. While crowded with merchandise, it also has a distinctive sweet smell.

1. ARE YOU PAYING ATTENTION?
A Crash Course on Creativity
Professor Tina Seelig, Stanford University Francisco Palma A.

2. The Stores!
A Crash Course on Creativity
Professor Tina Seelig, Stanford University Francisco Palma A.

3. The Stores!
A Crash Course on Creativity
Professor Tina Seelig, Stanford University Francisco Palma A.

4. The Stores!
A Crash Course on Creativity
Professor Tina Seelig, Stanford University Francisco Palma A.

5. …and the comparatives
Before you enter the
The Line Umbro Nike Reebok Adidas Sparta
store:
Does the store draw you Yes, with you Yes, with brand Yes, with your Yes, own design Yes, with your
Yes, sport
in? If so, how? brand value and colours symbol and colours symbol
Is the door open or
Open Open Open Open Open Open
closed?
Product Product Product Product Product Product
How does this make you
Availability and Availability and Availability and Availability and Availability and Availability and
feel?
good reception good reception good reception good reception good reception good reception
How big is the sign
Smaller size. Own Medium size at Medium size at Smaller size at Medium size at Big size at the
lettering and in what
font lowercase the entrance the entrance the entrance the entrance entrance
font?
I'll find what I
What does it tell you I'll find what I Specific sports, Specific sports, I'll find what I I'll find what I
need, top and
about the store? need trainning trainning need and quality need
quality
Environment:
Orange and White walls in the
What is the color scheme Grass green and Claire and grey Black and White.
Orange and grey wood tones. store. It does not
of the store? How does wood. Soccer tones. Is Provide an
tones. Like Nike Good contrast. I affect the
this affect you? scene. monotone. identity.
feel good. customer
Parquet like
What type of floor does Parquet ceramic. Gives Blue and red
Parquet like Parquet like
the store have? How contrasted. Concrete. contrast and parquet. Gives
ceramic. Gives ceramic. It is very
does this effect the Orange and grey Normal soil. consistent with energizing
contrast. monotone.
environment? tones. the environment. contrast.
Modern.
A Crash Course on Creativity
Professor Tina Seelig, Stanford University Francisco Palma A.

6. The ceiling is high The ceiling is high
The ceiling is The ceiling is
The ceiling is and under, The ceiling is and under,
How high is the ceiling? normal. False high. Good
under. Sense of staggered. Good under. Sense of staggered. Good
How does this feel? Ceiling. Sense of contrast.
depth. contrast. depth. contrast.
depth. Dynamic.
Dynamic. Dynamic.
How brightly lit is the High. Energizing High. Energizing High. Energizing
Low. Sense of Normal. Modern Average. No
store? How does this and sport and sport and sport
warmth. and warmth. effect.
affect you? environment. environment. environment.
How loud is the
Normal Normal Noiseless Noisy Normal Normal
environment?
Clients Clients
Clients
What is causing the Clients Clients Clients conversation, conversation,
conversation and
noise? conversation. conversation. conversation. other stores and other stores and
other stores.
location. location.
Is there music playing? If Yes, playing
Yes, playing Yes, playing Yes, playing Yes, playing
so, does it fit the music. It is not No playing music.
music. It is fit. music. It is fit. music. It is fit. music. It is not fit.
environment? fit.
Is the store warm or
Warm. Fresh. Warm. Fresh. Fresh. Warm.
cold?
Is the store crowed with
merchandise or is it Crowed. Crowed. Crowed. Sparse. Crowed. Crowed.
sparse?
Does the store have a
No. No. No. No. No. Yes, sweet smell.
distinctive smell?
End in the
Where is the cash End in the middle End in the middle End in the middle
middle of the At the entrance. At the entrance.
register located? of the store. of the store. of the store.
store.
Sensors, Sensors, Sensors,
How visible is the store Sensors and
personnel and Sensors. personnel and Sensors. personnel and
security? personnel.
vigilants. vigilants. vigilants.
How long do you want to
10 minutes. 5 minutes. 30 minutes. 12 minutes. 10 minutes. 6 minutes.
stay in this store?
A Crash Course on Creativity
Professor Tina Seelig, Stanford University Francisco Palma A.

7. Does the environment
influence the perceived Yes, value
Yes, adds value. Yes, adds value. Yes, adds value. Yes, adds value. Yes, adds value.
value of the decreases.
merchandise?
Personnel:
How long does it take
before a sales person 5 minutes. 30 seconds. 7 minutes. 8 minutes. 15 minutes. 5 minutes.
initiates contact?
Does the salesperson
have a script to follow No. Yes. Yes. No. No. No.
with each customer?
Does the salesperson
treat different customers No. No. No. No. No. No.
differently?
What is the ratio of
salespeople to Adviser. Consultant. Consultant. Consultant. Consultant. Adviser.
customers?
20 to 50 years. 20 to 30 years. 20 to 30 years. 20 to 40 years.
What age and gender are 24 to 30 years. 25 to 45 years.
Male: 40% and Male: 50% and Male: 40% and Male: 75% and
the employees? Male: 100% Male: 100%
Female: 60%. Female: 50%. Female: 60%. Female: 25%.
Are the salespeople
No. Yes. Yes. Yes. Yes. Yes.
using the store products?
Do the salespeople have
Yes. Yes. Yes. No. Yes. Yes.
a uniform?
Do the salespeople
Only 20%. No. Only 60%. Only 30%. Only 50%. Yes.
match the stores image?
Products:
What is the first product Central display Central display Central display Central display Exercises
Ledge products.
that you notice? table and ledge table and ledge table and ledge table and ledge Machine.
A Crash Course on Creativity
Professor Tina Seelig, Stanford University Francisco Palma A.

8. products. products. products. products.
Is there a central display
table with featured Yes. Yes. Yes. No. Yes. No.
products?
Where are items that are
Yes, at the
“for sale” located in the No. No. No. No. No.
entrance.
store?
How are the products
arranged? By Brand, function Function and Type and Function and
Function. Function.
function? By price? By and type. type. function. type.
color?
Are there free samples or
Yes. Yes. Yes. Yes. Yes. Yes.
demonstrations?
What products are at eye Shoes, shirts and Shoes, shirts and Shoes, shirts and Shoes, shirts and Shoes, shirts and Shoes, shirts and
level? jackets. jackets. jackets. jackets. jackets. jackets.
What items in the store Specific club
Specific club Specific club Specific club Specific club Specific club shirts
are in the least shirts and
shirts. shirts. shirts. shirts. and accessories.
accessible locations? accessories.
Where are the most and
Center of the
least expensive products On the wall. On the wall. On the wall. On the wall. On the wall.
store.
located?
Are the prices of the
Yes. Yes. Yes. Yes. No. Yes.
products easy to find?
Are there impulse items Yes, accessories Yes, accessories Yes, accessories
No. No. No.
near the cash register? and socks. and socks. and socks.
Customers:
Are most customers With someone: With someone: With someone: With someone: With someone:
alone or with someone 60%. They are 50%. They are 50%. They are Alone: 100%. 20%. They are 50%. They are
else? What is the relatives or relatives. friends. relatives. relatives or
A Crash Course on Creativity
Professor Tina Seelig, Stanford University Francisco Palma A.

9. relationship? friends. friends.
What is the average age 20 to 50 years. 20 to 40 years. 20 to 50 years. 20 to 45 years. 25 to 50 years.
30 to 50 years.
and gender of the Male: 70% and Male: 80% and Male: 50% and Male: 75% and Male: 60% and
Male: 100%.
customers? Female: 30%. Female: 20%. Female: 50%. Female: 25%. Female: 40%.
When a customer enters
the store, do they tend to
Yes. Yes. Yes. Yes. Yes. Yes.
walk in the same path or
direction?
How long do customers
stay in the store, on 8 minutes. 3 minutes. 13 minutes. 10 minutes. 10 minutes. 5 minutes.
average?
Do customer touch the
products? Is this Yes, be available. Yes, be available. Yes, be available. Yes, be available. Yes, be available. Yes, be available.
encouraged?
Do most customers
In a mission: 50% In a mission: 20% In a mission: 10% In a mission: 50% In a mission: 60%
appear to be on a In a mission:
and browsing: and browsing: and browsing: and browsing: and browsing:
mission or are they 100%.
50%. 80%. 90%. 50%. 40%.
browsing?
What percent of
customers purchase 10%. 0%. 40%. 0%. 30%. 0%.
products in the store?
A Crash Course on Creativity
Professor Tina Seelig, Stanford University Francisco Palma A.