The document provides details from observations of four different stores: Supermaxi, Sukasa, L'Occitane, and Mr. Books. Some key details include: - The stores have different interior designs, color schemes, product arrangements, and customer demographics. For example, Supermaxi has grey and black colors while L'Occitane has orange and brown. - Personnel interactions also vary between stores. L'Occitane employees make immediate contact while Mr. Books employees match the store's image. - Customers spend around 30 minutes on average in each store and have different browsing and purchasing behaviors depending on the store type.

1. CRASH COURSE ON CREATIVITY
VENTURE LAB
STANFORD UNIVERSITY
OBSERVATION LAB
IVAN SALGADO
TEAM 14642

2. SUPERMAXI

3. Before you enter the store:
• Does the store draw you in? If so, how?
Yes, it presents a very atractive modern
interior design.
• Is the door open or closed?
The door is open.
• How does this make you feel?
It makes me feel welcome
• How big is the sign lettering and in what font?
The sign lettering is quite big and it is in capital
letters.
• What does it tell you about the store?
That it is a solid and big corporation.

5. Enviroment
• What is the color scheme of the store? How does this affect to you?
The color scheme of the store combines the
grey, red, silver and black. It gives sobriety to
the enviroment. Personally it produces me
confidence.
• What type of floor does the store have? How does this affect the enviroment?
The floor is on ceramics. It makes it quite clean.
• How loud is the enviroment?
The enviroment is not so loud.
• Is there music playing? If so does it fit the enviroment?
Yes, there is music playing and it fits the enviroment
• Is the store warm or cold?
The temperature is accurate nor war nor cold.
• Is the store crowed with merchandise or is it sparse?
Defenitly the store is crowed with merchandise.
• Does the store have a distictive smell?
Yes, it smells like a clean supermarket.
• Where is the cash resiter located?
At the entrance of the store.
• How visible is the store security?
It is visible at the entrance of the store
• How long do you want to stay in the store?
I would have liked to stay the necessary time to buy.
• Does the enviroment influence the perceived value of the merchandise?
Yes there is a link in that perception

6. Personnel:
• How long does it take before a sales person initiates contact?
No person initiated contact since it was a
supermarket.
• Does the saleperson have a script to follow with each customer?
It does not apply.
• What is the ratio of salepeople to customers?
It does not apply.
• What age and gender are the employees?
The cashiers are men and women nd young meanwhile
the persons in charge of arranging the products are men and on
their thities.
• Are the sales people unisng the store products?
No
• Do the salespeople have uniform?
It does not apply.
• Do the salepeople match the stores image?
It does not apply.

7. Products:
• What is the first product do you notice?
Liquors
• Is there a central display table with featured products?
At the right side of the store.
• How are the products arranged? By function? By price? By color?
The products are arranged by function.
• Are there free samples or demonstration?
Yes there are free samples and demonstrations.
• What products are at the eye level?
All products are at the eye level
• What items in the store are in the least accesible locations?
Flowers
• Where are the most and the least expensive products located?
The most expensive are at the end of the store. The least expensive are at the entrance.
• Are the prices eaasy to find?
Yes, the prices are easy to find.
• Are the impulse items near the cash register?
No, they are not.

8. Customers:
• Are most customers alone or with someone else? What is the relationship?
Most customers are alone.
• What is the average age and gender of the customers?
Forty, Female.
• When a customer enters the store, do they tend to walk in the same direction?
No, he does not.
• How long do customers stay in the store, on average?
Thirty minutes.
• Do the customer touch the products? Is this encouraged?
Yes he does. No it is not encouraged.
• Do most customers appear to be on a mission or are they browsing?
Most custommers appear to be on a mission.
• What percent of customers purchase products in the store?
90%

9. SUKASA

10. Before you enter the store:
• Does the store draw you in? If so, how?
Yes, it presents an interesting
interior design.
• Is the door open or closed?
The door is open.
• How does this make you feel?
It makes me feel welcome
• How big is the sign lettering and in what font?
The sign lettering is big and it is in capital
letters.
• What does it tell you about the store?
That it is a sound and big corporation.

12. Enviroment:
• What is the color scheme of the store? How does this affect to you?
The color scheme of the store combines the
grey, red, silver , black and brown. It produces me
tranquility.
• What type of floor does the store have? How does this affect the enviroment?
The floor is on ceramics. It makes it quite clean.
• How loud is the enviroment?
The enviroment is not so loud.
• Is there music playing? If so does it fit the enviroment?
Yes, there is music playing and it fits the enviroment
• Is the store warm or cold?
The temperature is accurate nor war nor cold.
• Is the store crowed with merchandise or is it sparse?
Defenitly the store is crowed with merchandise.
• Does the store have a distictive smell?
Yes, it smells like new.
• Where is the cash resiter located?
At the center of each floor.
• How visible is the store security?
It is visible at the entrance of the store
• How long do you want to stay in the store?
I would have liked to stay the necessary time to buy.
• Does the enviroment influence the perceived value of the merchandise?
Yes there is a link in that perception

13. Personnel:
• How long does it take before a sales person initiates contact?
Three minutes
• Does the saleperson have a script to follow with each customer?
Yes
• What is the ratio of salepeople to customers?
1/10.
• What age and gender are the employees?
25 years men and women.
• Are the sales people unisng the store products?
No
• Do the salespeople have uniform?
Yes
• Do the salepeople match the stores image?
Yes

14. Products:
• What is the first product do you notice?
Sofas
• Is there a central display table with featured products?
No
• How are the products arranged? By function? By price? By color?
The products are arranged by function.
• Are there free samples or demonstration?
No, there are no free samples and demonstrations.
• What products are at the eye level?
No products are at the eye level
• What items in the store are in the least accesible locations?
Dishes
• Where are the most and the least expensive products located?
The most expensive are at the end of the store. The least expensive are at the entrance.
• Are the prices eaasy to find?
Yes, the prices are easy to find.
• Are the impulse items near the cash register?
No, they are not.

15. Customers:
• Are most customers alone or with someone else? What is the relationship?
Most customers are in couples or in family.
• What is the average age and gender of the customers?
Forty, Men and women.
• When a customer enters the store, do they tend to walk in the same direction?
No, he does not.
• How long do customers stay in the store, on average?
Thirty minutes.
• Do the customer touch the products? Is this encouraged?
Yes he does. No it is not encouraged.
• Do most customers appear to be on a mission or are they browsing?
They appear to be browsing
• What percent of customers purchase products in the store?
20%

16. L’OCCITANE

17. Before you enter the store:
• Does the store draw you in? If so, how?
Yes, it presents a warm
interior design.
• Is the door open or closed?
The door is open.
• How does this make you feel?
It makes me feel confortable
• How big is the sign lettering and in what font?
The sign lettering is quite big and it is in capital
letters.
• What does it tell you about the store?
That it is a sound business.

19. Enviroment:
• What is the color scheme of the store? How does this affect to you?
The color scheme of the store combines the
orange, blue and brown. It produces me
tranquility.
• What type of floor does the store have? How does this affect the enviroment?
The floor is on ceramics. It makes it quite clean.
• How loud is the enviroment?
The enviroment is not so loud.
• Is there music playing? If so does it fit the enviroment?
Yes, there is music playing and it fits the enviroment
• Is the store warm or cold?
The temperature is accurate nor war nor cold.
• Is the store crowed with merchandise or is it sparse?
Defenitly the store is crowed with merchandise.
• Does the store have a distictive smell?
Yes, it smells like hundreds of perfums.
• Where is the cash resiter located?
At the right side.
• How visible is the store security?
It is visible at the entrance of the store
• How long do you want to stay in the store?
I would have liked to stay the necessary time to buy.
• Does the enviroment influence the perceived value of the merchandise?
Yes there is a link in that perception

20. Personnel:
• How long does it take before a sales person initiates contact?
Immediatly minutes
• Does the saleperson have a script to follow with each customer?
Yes
• What is the ratio of salepeople to customers?
1/4.
• What age and gender are the employees?
45 years women.
• Are the sales people using the store products?
yes
• Do the salespeople have uniform?
Yes
• Do the salepeople match the stores image?
Yes

21. Products:
• What is the first product do you notice?
Creams for face
• Is there a central display table with featured products?
Yes
• How are the products arranged? By function? By price? By color?
The products are arranged by function.
• Are there free samples or demonstration?
Yes, there are free samples and demonstrations.
• What products are at the eye level?
• Creams are at the aye level
• What items in the store are in the least accesible locations?
Exfoliants
• Where are the most and the least expensive products located?
The most expensive are at the end of the store. The least expensive are at the entrance.
• Are the prices eaasy to find?
No, the prices are not easy to find.
• Are the impulse items near the cash register?
No, they are not.

22. Customers:
• Are most customers alone or with someone else? What is the relationship?
Most customers are alone.
• What is the average age and gender of the customers?
Forty, women.
• When a customer enters the store, do they tend to walk in the same direction?
No, she does not.
• How long do customers stay in the store, on average?
Thirty minutes.
• Do the customer touch the products? Is this encouraged?
Yes she does. No it is not encouraged.
• Do most customers appear to be on a mission or are they browsing?
They appear to be browsing
• What percent of customers purchase products in the store?
40%

23. MR. BOOKS

24. Before you enter the store:
• Does the store draw you in? If so, how?
Yes, it presents a appealing
interior design.
• Is the door open or closed?
The door is open.
• How does this make you feel?
It makes me feel quite confortable
• How big is the sign lettering and in what font?
The sign lettering is not so big and it is in capital
letters.
• What does it tell you about the store?
That it is a seriuos business.

26. Enviroment:
• What is the color scheme of the store? How does this affect to you?
The color scheme of the store combines the
brown. It produces me tranquility.
• What type of floor does the store have? How does this affect the enviroment?
The floor is on carpet. It makes it quite warm.
• How loud is the enviroment?
The enviroment is not so loud.
• Is there music playing? If so does it fit the enviroment?
Yes, there is music playing and it fits the enviroment
• Is the store warm or cold?
The temperature is accurate nor war nor cold.
• Is the store crowed with merchandise or is it sparse?
Defenitly the store is crowed with merchandise.
• Does the store have a distictive smell?
Yes, it smells like paper.
• Where is the cash regiter located?
At the left side.
• How visible is the store security?
It is visible at the entrance of the store
• How long do you want to stay in the store?
I would have liked to stay the necessary time to buy.
• Does the enviroment influence the perceived value of the merchandise?
Yes there is a link in that perception

27. Personnel:
• How long does it take before a sales person initiates contact?
Immediatly minutes
• Does the saleperson have a script to follow with each customer?
Yes
• What is the ratio of salepeople to customers?
1/10.
• What age and gender are the employees?
30 years women.
• Are the sales people using the store products?
No
• Do the salespeople have uniform?
No
• Do the salepeople match the stores image?
Yes

28. Products:
• What is the first product do you notice?
Books
• Is there a central display table with featured products?
Yes
• How are the products arranged? By function? By price? By color?
The products are arranged by function (type)
• Are there free samples or demonstration?
It does not apply.
• What products are at the eye level?
Books
• What items in the store are in the least accesible locations?
Travel books
• Where are the most and the least expensive products located?
The most expensive are at the end of the store. The least expensive are at the entrance.
• Are the prices eaasy to find?
No, the prices are not easy to find.
• Are the impulse items near the cash register?
No, they are not.

29. Customers:
• Are most customers alone or with someone else? What is the relationship?
Most customers are alone.
• What is the average age and gender of the customers?
Forty, men and women.
• When a customer enters the store, do they tend to walk in the same direction?
No, he does not.
• How long do customers stay in the store, on average?
Thirty minutes.
• Do the customer touch the products? Is this encouraged?
Yes he does. It is encouraged.
• Do most customers appear to be on a mission or are they browsing?
They appear to be browsing
• What percent of customers purchase products in the store?
40%

30. JUGUETON

31. Before you enter the store:
• Does the store draw you in? If so, how?
Yes, it presents an ammusing
interior design.
• Is the door open or closed?
The door is open.
• How does this make you feel?
It makes me feel quite confortable
• How big is the sign lettering and in what font?
The sign lettering is not so big
• What does it tell you about the store?
That it is a seriuos business.

33. Enviroment:
• What is the color scheme of the store? How does this affect to you?
The color scheme of the store is colorful. It produces me hapiness.
• What type of floor does the store have? How does this affect the enviroment?
The floor is on carpetceramic. It makes it quite warm.
• How loud is the enviroment?
The enviroment is not so loud.
• Is there music playing? If so does it fit the enviroment?
Yes, there is music playing and it fits the enviroment
• Is the store warm or cold?
The temperature is accurate nor war nor cold.
• Is the store crowed with merchandise or is it sparse?
Defenitly the store is crowed with merchandise.
• Does the store have a distictive smell?
Yes, it smells like plastic.
• Where is the cash register located?
At the left side.
• How visible is the store security?
It is visible at the entrance of the store
• How long do you want to stay in the store?
I would have liked to stay the necessary time to buy.
• Does the enviroment influence the perceived value of the merchandise?
Yes there is a link in that perception

34. Personnel:
• How long does it take before a sales person initiates contact?
It does not apply
• Does the saleperson have a script to follow with each customer?
It does not apply
• What is the ratio of salepeople to customers?
It does not apply
• What age and gender are the employees?
30 years women.
• Are the sales people using the store products?
No
• Do the salespeople have uniform?
No
• Do the salepeople match the stores image?
Yes

35. Products:
• What is the first product do you notice?
Toys
• Is there a central display table with featured products?
No
• How are the products arranged? By function? By price? By color?
The products are arranged by function (type)
• Are there free samples or demonstration?
It does not apply.
• What products are at the eye level?
Toys
• What items in the store are in the least accesible locations?
• Where are the most and the least expensive products located?
The most expensive are at the end of the store. The least expensive are at the entrance.
• Are the prices eaasy to find?
No, the prices are not easy to find.
• Are the impulse items near the cash register?
No, they are not.

36. Customers:
• Are most customers alone or with someone else? What is the relationship?
Most customers are alone.
• What is the average age and gender of the customers?
Forty, men and women.
• When a customer enters the store, do they tend to walk in the same direction?
No, he does not.
• How long do customers stay in the store, on average?
Thirty minutes.
• Do the customer touch the products? Is this encouraged?
Yes he does. It is encouraged.
• Do most customers appear to be on a mission or are they browsing?
They appear to be browsing
• What percent of customers purchase products in the store?
40%

37. BEBE MUNDO

38. Before you enter the store:
• Does the store draw you in? If so, how?
Yes, it presents a appealing
interior design.
• Is the door open or closed?
The door is open.
• How does this make you feel?
It makes me feel quite confortable
• How big is the sign lettering and in what font?
The sign lettering is not so big
• What does it tell you about the store?
That it is a serious business.

40. Enviroment:
• What is the color scheme of the store? How does this affect to you?
The color scheme of the store is colorful. It produces me hapiness.
• What type of floor does the store have? How does this affect the enviroment?
The floor is on carpetceramic. It makes it quite warm.
• How loud is the enviroment?
The enviroment is not so loud.
• Is there music playing? If so does it fit the enviroment?
Yes, there is music playing and it fits the enviroment
• Is the store warm or cold?
The temperature is accurate nor war nor cold.
• Is the store crowed with merchandise or is it sparse?
Defenitly the store is crowed with merchandise.
• Does the store have a distictive smell?
Yes, it smells like clean.
• Where is the cash register located?
At the left side.
• How visible is the store security?
It is visible at the entrance of the store
• How long do you want to stay in the store?
I would have liked to stay the necessary time to buy.
• Does the enviroment influence the perceived value of the merchandise?
Yes there is a link in that perception

41. Personnel:
• How long does it take before a sales person initiates contact?
It does not apply
• Does the saleperson have a script to follow with each customer?
It does not apply
• What is the ratio of salepeople to customers?
It does not apply
• What age and gender are the employees?
30 years women.
• Are the sales people using the store products?
No
• Do the salespeople have uniform?
No
• Do the salepeople match the stores image?
Yes

42. Products:
• What is the first product do you notice?
Toys and things for babies
• Is there a central display table with featured products?
No
• How are the products arranged? By function? By price? By color?
The products are arranged by function (type)
• Are there free samples or demonstration?
It does not apply.
• What products are at the eye level?
Toys
• What items in the store are in the least accesible locations?
• Where are the most and the least expensive products located?
The most expensive are at the end of the store. The least expensive are at the entrance.
• Are the prices eaasy to find?
No, the prices are not easy to find.
• Are the impulse items near the cash register?
No, they are not.

43. Customers:
• Are most customers alone or with someone else? What is the relationship?
Most customers are in couples.
• What is the average age and gender of the customers?
Thirty men and women.
• When a customer enters the store, do they tend to walk in the same direction?
No, they do not.
• How long do customers stay in the store, on average?
Thirty minutes.
• Do the customer touch the products? Is this encouraged?
Yes he does. It is encouraged.
• Do most customers appear to be on a mission or are they browsing?
They appear to be browsing
• What percent of customers purchase products in the store?
40%