This document summarizes the author's observations during a visit to several retail stores. The author visited a game store that was poorly lit but had the latest gaming systems. They also visited larger stores that constantly changed their product layouts in an attempt to get customers to buy more. One dollar store claimed everything was $1 but had exceptions. Higher end stores ignored the author and made them feel unwelcome. The author reflects that stores should aim to provide a positive customer experience rather than prioritizing sales tactics or exclusivity.

1. Observation Lab
Crash Course in Creativity Class
A Crash Course on Creativity
Professor Tina Seelig
Stanford University
By: Rik Harmon
October 29, 2012
Attempting to ascertain valuable discoveries in retail store environments.
As I wandered along the vast expanse of the parking area, large signs beckon the weary shopper. As I
am in a rural area, long trips to the ‘city’ are the norm. Harried and obnoxious travelers are not the
exception along the vast stretches of highway in the middle of ‘fly over country.’ Perhaps the trip
colors my perceptions. We shall see.
Store “A” is a gamer’s paradise with a large sign; otherwise
it would be unnoticeable from the edges of the parking area.
As I enter the store, empty except for myself and the
worker, I am greeted as I enter. The store is poorly lit but is
replete with most of the current game systems in operation.
The chatty fellow talks knowledgeably about the various
systems. This store is not for the chap with sparse funds as
new systems start at $300 US and go up from there, games
are $60 each and my kids always wanted new ones.
At first I thought the store should be better lit and a brighter carpet would make it more inviting. But
then, gamers are always in the subdued lighting of the game room. It is definitely for the younger
crowd as they grew up on consuming snippets of commercials and endless hours with electronic time-
wasters. Aisles are wide and if the store were crowded would pose no problems. The register was off to
one side, a plus as next to the door implies distrust of the patrons.
Whilst toying with the latest incarnation of suck-u-in game playing another hapless shopper entered
with rug rats in tow. They were instantly drawn into the area where I was playing after a proper
greeting from the store sales person. I happily relinquished the hefty controller to the closest urchin.
They are by far better gamers. Exiting the store I was offered the usual farewell and offered telephone
advice if questions arose later. All in all, the time netted a decent experience.

2. The other stores blurred into the realm of me-too-ism. The gotta be like Wal-Mart mantra of never
leave anything alone. Constant shuffling of product so you can never find what you came in for – you
will buy more if we keep hiding what you really want so you have to search for it! Who cares how
aggravated you get. Pretend to be more green by changing your logo on a regular basis. Pander to the
PC crowd; no, not the personal computer. Change the ‘tude by talking a good show, much more credit
given by sheeple for good intentions than by actual doing. Some go to great length to fang-sweggie
their stores to get the energy flowing – ugg. For better or worse, Wally Werld is the new shopping
Standard.
One store, seen here claims that everything is a buck ($1., for our foreign
students). However, while stumbling around in the clutter; I per chance see
the item to the right…
The tag line should change to “Everything is a dollar; except when it isn’t!!
One good thing about this store is they do not pester you. You get it and
haul it to the counter, mostly 9 items, 9 bucks – easy peasy, of course the
exception of when it isn’t. Looks and lighting are – Walmart! – what else?
Hoity Toi stores did much to convey that their over priced items where indeed worth parting with large
capital outlays for baubles and other finery. Alas, the mechanisms of photo acquisition failed in mid
foray. Those baubles have to pay for the exquisite and expensive décor – not to mention commissions!
-- that pull in those souls flush with green backs. And, I might add, staff and strep have no qualms with
ignoring the ‘dull mid-westerner’; I reek with commonness which brings the ignoring snobs to new
lows. I feel I haven’t the right – or desire – to breathe their air.
All in all, many would do well to heed the advice of other great people. Such as, be kind to those you
pass on the way up, you may need them to catch you on your plummet back down! Ask Enron
employees! Employers should be nicer to their employees as they are the visible link to the company –
Walmart could learn a few things about this. Respect the customer, and the employee. Make the
experience a positive memory, not one that will impact Girard’s Law. A fancy façade may look swell,
but you need a backend that works as well to get a grand experience all the way around. Fancy script
may look kewl, but if it takes time to figure it out, all is lost – keep it simple, fella.
Perhaps I failed to cognitively engender what this assignment entailed, but I am trying to be more
creative, not show off my creativity. Was I to wax eloquently about how the colors soothe or enrage
such as what sports teams decorate the opponents locker room with? Oh, creativity where art thou??
Perhaps I am overly cognizant of the minutiae of observation so that this assignment netted nothing
new. Perhaps dullness misses the point completely.
The dull mid-westerner