The document summarizes observations made during a visit to a RadioShack store. It describes the store's exterior signage and displays that draw attention. The interior has a red and black color scheme, carpeting, and fluorescent lighting that create an exciting yet calm environment. The store has few employees who actively engage customers to determine what they need. Phones and accessories are prominently displayed, while cables and peripherals are stored in back. Most customers spend 15-20 minutes browsing the latest electronics, with one in five making a purchase.

1. A Crash Course on Creativity
Assignment #2
Modarith Ly

3. RadioShack Observation
• Before Entering Store
– Big bold and bright store sign draws attention
– Glass showcase displays new and trendy gadgets
and electronics
– Doors are wide open which is inviting

5. RadioShack Observation cont
• Environment
– Red and black color scheme in store draws
excitement for items that light up
– Carpeting in store makes for a calm and homey
feeling
– The store is well light with white florescent
lighting that make everything lively
– Ceiling are low and makes it a little more cramp
however it feels less intimidating entering a
smaller store

7. RadioShack Observation cont
• Personnel
– Very little personnel on duty, maybe 2 employees
since this is a small store
– Within seconds of entering store the employees
try to engage you and ask what you’re looking for
– 3:1 customer to employee ratio
– Employees do have black vest attire and a name
badge

9. RadioShack Observation cont.
• Products
– Phones are the first product I notice
• Possibly high margin with phone contracts
• Accessories galore for phones
– The central display table features different carrier
phones
– Cables and other peripherals are out of sight in
the back
• These items seem to be slow to go off the shelf

11. RadioShack Observation cont
• Customers
– Most customers are looking around
– Few are with an employee since customers
outnumber employees
– Customers tend to spend about 15-20 min in the
store
– Most seem to be browsing around to see some of
the latest gadgets and electronics
– About 1 out of 5 customers end up purchasing
products