This document discusses observations and lessons learned from visiting various retail stores. It notes that speakers playing music outside a piano store attracted customers inside even if just to listen. A pet store lacked an inviting entrance and poor merchandise layout. An cafe invited customers inside with an open door and many patrons. The Symphony store was located at an entrance/exit and stocked kid-friendly items for grandparents. Additional tips include greeting customers, providing seating, using tables over shelves, and allowing browsing without pressure to buy.

1. A Crash Course on Creativity
Assignment #2
Marie V.

2. SHERMAN CLAY PIANOS
 Not everyone who goes into the store is actually shopping for a piano
 Speakers installed outside the store make people take notice
• When kids walking by figured out that they could hear the boy inside the store that they were
watching through the plate glass window, they stopped to listen
• Some families actually let their kids come in…even if mom & dad were in a hurry
 Poster of Horowitz on the wall reminds us that the “pros” prefer Steinways
 This store has a stage and large empty space to
accommodate
performances

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4. Locally-owned pet store
 Closed door was not particularly inviting, even
though the window display was interesting
 Empty store…and no one to greet me as I walk in
 Merchandise – dog collars were around $50! -
was not displayed in an appealing manner

5. Arlequin Café
 Door is open – it’s OK to walk right in
 lots of people inside and outside compared to the surrounding
restaurants – it must be good
 Menu on chalkboard – it must be quick

6. San Francisco Symphony Store
 Located right at an entrance/exit
 Customers are probably browsing – they are
here to attend the Symphony
• The Symphony knows its audience
o Many items geared towards young children
o High possibility that shoppers are
grandparents

7.  Being greeted near the entry by someone who seems
like they LOVE their store’s products actually makes
me feel good about being in the store
 Sale transactions are always at or near the back of
the store
 Stores that provide comfy places for shopper’s
companions to sit have shoppers that linger longer
 Store layouts force customers to walk in a certain
direction and touch and see items not on their list

8.  Most people do react positively to music – especially the young
 Well-placed signs make first-timers feel welcome and really do work
for crowd control
 Tables – not shelves along walls - invite customers to touch and feel
items that probably weren’t on their original
shopping lists
 Many retail stores (Gap, Victoria Secret,
Starbucks) have credit or affinity cards and
salespersons often bring them up
 The environment affects the perceived
value of an item

9.  When it’s OK to stop by and linger without feeling pressured to buy
• You can test the merchandise (online retailers, e.g. Piperlime, are now
opening “brick & mortar” stores)
• Or you can do your homework without anyone
bothering you or your computer
Chances are that you
will come back again,
and again….and probably
will buy something and
or bring someone else
who will…..
wi