Observation lab alex morales (crea five)
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The document summarizes observations from a chocolate store, including: 1) The store environment aims to be warm, welcoming, and relaxed with chocolate scents, wood floors, bright lighting and low noise. 2) Employees greet customers warmly within two minutes without scripts and treat all customers equally. They wear uniforms matching the store image. 3) Chocolates are arranged by type of packaging and content, with some samples behind glass that cannot be touched. Pricing is clear and there are impulse purchases by the register. Most customers stay about ten minutes and purchase something.
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The document describes 6 different retail store environments through observations of their design features, merchandise placement, customer and employee demographics, and atmospherics. Store 1 cultivates a warm, welcoming environment with cosy lighting and relaxing music. Store 2 attracts customers through bright displays but distracts them with loud music far from the registers. Store 3 aims for a luxurious impression with all-white décor and classical music. It has uniformly dressed middle-aged employees. Store 4 also feels welcoming without doors and uses brown and white colors with interesting merchandise placement. Store 5 is crowded with merchandise and always busy, often with whole families. Store 6 has dominant dark colors but bright lights and uniformly dressed young salespeople near impulse purchase areas
Lab observation assignment
The document provides observations from lab visits to 5 different shops at Ikeja Shopping Center in Lagos, Nigeria. Key observations for each shop include the environment, personnel, products, customers, and insights. Shop 1 focused on kids' clothing and accessories. Shop 2 sold men's accessories under the brand Ennzo. Shop 3 was Prag Buy Right shop selling home appliances. Shop 4 was the large supermarket Shoprite. Shop 5 was Casa Bella selling female products. Common themes across shops included product displays, customer demographics and behaviors, and opportunities for improvement.
Similar to Observation lab alex morales (crea five) (20)
"A Crash Course on Creativity".Assignment 2: 'Are you paying attention?...in ...
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Observation lab alex morales (crea five)
- 1. Observation Lab Creativity Crash Course Alex Morales – Group CreaFive
- 2. Before I enter the store: • Chocolate drew me in • Open door makes me feel welcome • Big letters – no idea what font • Warm and welcoming as chocolate should be Before I enter the store: • Brow chocolate type of colors. • Floating floor wood like – feels warm. • High ceiling feels like a big open space. • Very bright ilumination. Makes me feel relaxed • Low noise level, adds to relaxation. No music – no need. • Merchandise is not crowed. • Chocolate has a very distinctive smell, I love it! • Cash register is on one side of the store, almost out of sight. • Didn’t see any security measures. • I would stay there for a long time. • My perception is that the environment adds value to the merchandise.
- 4. Personnel: • Two minutes before contact with sales person • No script perceived – warm welcoming greeting received • No different treatment perceived – ratio of 2:1 sales people to customers • Young females, nice uniforms matching the store’s image – no use of store products perceived Products: • Metal boxes of chocolates – no central display table. • Products arranged by type of packaging and content. • No free samples, chocolates on display. Some metal boxes are not accesible. • Pricing is easy to find – some impulse products near cash register. Customers: • All type of customers (age – gender), chocolate is very democratic - average stay ten minutes – all purchase products. • Products can not be touched • I assume most customers as “chocolate junkies” in a “sacred mission”
- 5. Something ODD in a Men’s clothes store Free makeup set for every purchase above US$ 50 Possible explanations: • Metrosexual guys use makeup • Make up set intended as a gift for girl friend.