The store has a bright orange color scheme that appeals to customers. It is well illuminated but noisy due to the number of customers. Products are arranged by function and price and located on the main floor. Most customers are with friends or family and stay for about an hour, touching products which is encouraged. Over 90% of customers make purchases.

1. Crash Course on Creativity
Observation Lab
Before you enter the store:
Does the store draw you in? If so, how? Yes, by offering attractive
rates of the commodities
Is the door open or closed? Closed
How does this make you feel? Annoying
How big is the sign lettering and in what font? Big may be more than
30pt
What does it tell you about the store? Name of store
Environment:
What is the color scheme of the store? How does this affect you?
Orange, appealing
What type of floor does the store have? How does this effect the
environment? Marbles on the floor it affects the environment in
negative way. As more and more marbles will be mined from the
muntains.
How high is the ceiling? How does this feel? High enough
How brightly lit is the store? How does this affect
you? Well illuminated
How loud is the environment? Bit noisy
What is causing the noise? Moment of customers/shoppers
Is there music playing? If so, does it fit the
environment? No

2. Is the store warm or cold? At times warm due to
heavy rush otherwise cold.
Is the store crowed with merchandise or is it
sparse? Crowded
Does the store have a distinctive smell? No
Where is the cash register located?
Near exit gate
How visible is the store security?
There is enough security
How long do you want to stay in this store? Not more than a hour
Does the environment influence the perceived value of the merchandise?
Yes, it makes people tempted to buy more.

3. Personnel:
How long does it take before a sales person initiates contact? No
body volunteers unless asked for help.
Does the salesperson have a script to follow with each customer?
No
Does the salesperson treat different customers differently? No
What is the ratio of salespeople to customers?
Less than 1/3
What age and gender are the employees?
18-40
Are the salespeople using the store products?
Yes
Do the salespeople have a uniform? Yes
Do the salespeople match the stores image? Yes
Products:
What is the first product that you notice? Plastic buckets
Is there a central display table with featured products?
No
Where are items that are “for sale” located in the store?
On the first floor
How are the products arranged? By function? By price? By
color? By function and price
Are there free samples or demonstrations? No

4. What products are at eye level? All most all
What items in the store are in the least accessible locations?
Umbrellas
Where are the most and least expensive products located?
Hangers and handkerchiefs
Are the prices of the products easy to find? Yes
Are there impulse items near the cash register?
Yes

5. Customers:
Are most customers alone or with someone else? What is the
relationship? Most of the customers are with their friend or family
members
What is the average age and gender of the customers? 20 Y
When a customer enters the store, do they tend to walk in the same path or
direction? No
How long do customers stay in the store, on average? Around one hour
Do customer touch the products? Is this encouraged? Yes
Do most customers appear to be on a mission or are they browsing?
On a mission
What percent of customers purchase products in the store? More
than 90%
Other Observations: