This document summarizes observations from a shop observation lab. It notes that large entrances attract more people to shops than regular entrances. While people are drawn in by displays at the front of shops, few stop to look at those items. Shoppers are also turned off by pushy staff assistants but drawn to tidy, organized displays. The document concludes by suggesting opportunities like understanding customer wants, allowing exploration without pressure, and using hooks to draw customers in with slogans like "Happy Books" and "Happy Pills".

1. Observa(on
Lab:
Insights
and
Hidden
Opportuni(es
K.
Kemp
2012
for:
A
Crash
Course
on
Crea5vity

2. OBSERVATIONS:
What
a8racts
people
to
shops?

3. Shop names
and the feelings we associate
with those names
Candy
Shop

4. LARGE
ENTRANCES
ATTRACT
MORE
PEOPLE

5. Regular
H&M
Entrance
AND…

6. H&M with Lighting and Ample
Entrance
No
need
for
shop
name
to
be
in
large
le8ers.

7. DO
SOMETHING
DIFFERENT:
Hang
clothing
from
the
ceiling…

8. Ac5ve
Observa5on
Reveals:
SURPRISES!
• While
people
are
drawn
into
the
shop
by
the
sales
racks
at
the
front,
few
people
stop
to
look
at
this
items.
• The
staff
–
a
lot
of
people
were
turned
off
by
staff
assistants
trying
to
help
them.
• People,
in
general,
are
drawn
to
(dy
tables
and
organized
displays.

9. Oportuni5es
and
Solu5ons
• Take
(me
to
understand
exactly
what
the
customer
wants
and
do
it…
• Give
customers
the
chance
to
explore
without
bother…
• All
marke(ng
needs
a
hook
to
draw
in
the
customers:
some(mes
it’s
simple,
“Happy
Books”
and
“Happy
Pills”