The document contains observations from visits to several stores, including a bookstore called Feltrinelli Bookstore, clothing stores H&M and Geox, a video game store called Game Stop, and a cell phone carrier store called Vodafone. Key points mentioned include the need to improve signage, displays of impulse items, sales staff assistance, and testing of devices and service plans at stores like Vodafone. Organizing products alphabetically and using uniforms for staff are also suggested.

1. Observation
Stanford University
Crash Course Creativity
André Eduardo Baldini

2. Feltrinelli Bookstore
Insights
✓Although the store was arranged by category, I think is
also important arrange the products alphabetically and
make the people know that, like "This Store is arranged
like this...".
Hidden Opportunities
✓The sign lettering of the store is small and don’t say
anything about the store.
✓There are a lot of impulse items in a bookstore like
pencils, pens, envelopes, gift cards among other things,
that could be exposed near the cash register.
✓The salespeople don’t use a uniform. I don’t know who
can I ask help.

3. Feltrinelli Bookstore
Insights
✓Although the store was arranged by category, I think is
also important arrange the products alphabetically and
make the people know that, like "This Store is arranged
like this...".
Hidden Opportunities
✓The sign lettering of the store is small and don’t say
anything about the store.
✓There are a lot of impulse items in a bookstore like
pencils, pens, envelopes, gift cards among other things,
that could be exposed near the cash register.
✓The salespeople don’t use a uniform. I don’t know who
can I ask help.

4. H&M
Hidden Opportunities
✓Improve the signaling of the store. I found myself lost
when I entered in this Store. After 1 minute walking by
the store gathered that the men's clothes were on the
other side. Except for this signal, the store is a mess.
✓The salespersons have to offer help to customers.
When I was there, nobody offered help before 10
minutes.
Biggest Surprise
✓Most of the people goes shopping with someone else.

5. H&M
Hidden Opportunities
✓Improve the signaling of the store. I found myself lost
when I entered in this Store. After 1 minute walking by
the store gathered that the men's clothes were on the
other side. Except for this signal, the store is a mess.
✓The salespersons have to offer help to customers.
When I was there, nobody offered help before 10
minutes.
Biggest Surprise
✓Most of the people goes shopping with someone else.

6. Geox
Insights
✓I think that this store need focus on something. They
sell shoes and seasonal clothes, but the store is very
small. Don’t have a good variety of things. There is no
good reason to enter in this store.
Hidden Opportunities
✓Change the target public and the advertise. This
advertisement doesn’t means anything and does attract
anyone, even childrens.
What I have missed before
✓This store. I never had entered in this store before this
activity.

7. Geox
Insights
✓I think that this store need focus on something. They
sell shoes and seasonal clothes, but the store is very
small. Don’t have a good variety of things. There is no
good reason to enter in this store.
Hidden Opportunities
✓Change the target public and the advertise. This
advertisement doesn’t means anything and does attract
anyone, even childrens.
What I have missed before
✓This store. I never had entered in this store before this
activity.

8. Game Stop
Insights
✓Get people to try the product. Allowing people to play
the main releases of games from different consoles with
major additional components, such as steering wheel
and weapons.
✓Sell soft drinks and sweets to keep people in the store.
Making a pleasant environment for customers.
Hidden Opportunities
✓Create a Stand with the main releases of all consoles.
✓Create a Top Ten List by console and put small trailler
on Tv sets to promote this games.
✓Improve the sinalization and organization of the
different console games.You have to pass for the stands
and look the box of the game to discover what is for
(PS3, Xbox...)

9. Vodafone
Insights
✓I think that all devices can be tested by the customers,
like a Apple Store, even the cheaper devices. All devices
should have network connection to people feeling the
experience of a 3g or 4g connection on devices to
compare and to choose the best model for himself.
Hidden Opportunities
✓The Salespersons have to be trained to help people
choose the best plan for your lifestyle and budget.
✓Offer plans more suitable, clearly and customized for
the consumers. In this segment, be honest with the
consumer is one of the best ways to fidelize him.

11. The End!