This document provides observations from a store observation lab on creativity. It examines various aspects of the store environment, including the entrance, color scheme, flooring, lighting, noise level, smell, cash register location and security. It also considers personnel factors like how quickly employees initiate contact with customers and their uniform. Product placement, pricing and impulse items are discussed as well as characteristics of typical customers, like their age, gender and browsing behaviors. The document concludes that this particular store observation assignment lacks creativity.

1. Crash Course on Creativity
Observation Lab

2. Before entering the store
• Does the store draw you in? If so, how?
Window’s design.
• Is the door open or closed?
Open.
• How does this make you feel?
Nice.
• How big is the sign lettering and in what font?
Can’t see it without looking up.
• What does it tell you about the store?
Its name.

3. Environment
• What is the color scheme of the store? How does this affect you?
Black. Nice.
• What type of floor does the store have? How does this effect the environment?
Carpet. Warmth.
• How high is the ceiling? How does this feel?
Considerably high. Good.
• How brightly lit is the store? How does this affect you?
Not too bright. Fine.
• How loud is the environment?
Moderate.
• What is causing the noise?
Mainly people.
• Is there music playing? If so, does it fit the environment?
No.
• Is the store warm or cold?
Warm.
• Is the store crowed with merchandise or is it sparse?
Crowded.
• Does the store have a distinctive smell?
No.
• Where is the cash register located?
In the center right side, opposite to the entrance.
• How visible is the store security?
Hidden.
• How long do you want to stay in this store?
5-10 minutes.
• Does the environment influence the perceived value of the merchandise?
Yes.

4. Personnel
• How long does it take before a sales person initiates contact?
Instantly.
• Does the salesperson have a script to follow with each customer?
No.
• Does the salesperson treat different customers differently?
Yes.
• What is the ratio of salespeople to customers?
One to one.
• What age and gender are the employees?
Female, 40ees.
• Are the salespeople using the store products?
Yes.
• Do the salespeople have a uniform?
No.
• Do the salespeople match the stores image?
Yes.

5. Products
• What is the first product that you notice?
The ones in the window.
• Is there a central display table with featured products?
No.
• Where are items that are “for sale” located in the store?
At the entrance.
• How are the products arranged? By function? By price? By color?
By function.
• Are there free samples or demonstrations?
No.
• What products are at eye level?
New items.
• What items in the store are in the least accessible locations?
Old items.
• Where are the most and least expensive products located?
Not specified.
• Are the prices of the products easy to find?
Usually.
• Are there impulse items near the cash register?
No.

6. Customers
• Are most customers alone or with someone else? What is the
relationship?
Mostly accompanied by friends or family.
• What is the average age and gender of the customers?
Female, 40ees.
• When a customer enters the store, do they tend to walk in the same path
or direction?
Yes.
• How long do customers stay in the store, on average?
More than 10 minutes.
• Do customer touch the products? Is this encouraged?
Yes, yes.
• Do most customers appear to be on a mission or are they browsing?
Both.
• What percent of customers purchase products in the store?
50-50.

7. Other Observations
• For a creativity course this isn’t the most
interesting assignment.