An exercise for a course on creativity Standford University. Observation of 6 stores in Madrid (Spain) raining 4ºC, using the lab guide.

2. METHOD
1. Choose different types of stores
2. Select the 6 stores
3. Before seeing the stores answer the questions of the Observation Lab
4. Take pictures, observation (Madrid (Spain), Raining, 4ºC)
5. After seeing the stores answer the questions
6. Mark with different colour what has changed. Looking for opportunities
7. Choose best practices
8. Tag main feelings and ideas
9. Look after other variables.

3. DIFFERENT TYPES OF STORES
1. Hard discount
2. Convenience
3. Department store
4. Chain store
5. Bakery
6. Delicatessen

4. BEFORE YOU ENTER DE STORE
WHAT HAS CHANGED AFTER SEEING…IS RED. BEST PRACTICES IS GREEN
Hard discount Convenience Department store Chain store Bakery Delicatessen
Before you enter the store:
Does the store draw you in? If so, how? few glass color size light smell smell
Is the door open or closed? automat automat automat open open open
How does this make you feel? unconfortable wasre of time easy easy confortable confortable
How big is the sign lettering and in what font? medium big big medium medium medium
What does it tell you about the store? low price dynamic we have all for you we are a chain for you old style old style

5. ENVIROMENT
WHAT HAS CHANGED AFTER SEEING…IS RED. BEST PRACTICES IS GREEN
Environment: Hard discount Convenience Department store Chain store Bakery Delicatessen
What is the color scheme of the store? How does this affect
you? few colors, cheap a lot of color, speed few colors, stay with us armony warm clours, staywhite, clean warm, old style
What type of floor does the store have? How does this effect
the environment? ceramic, practical stone, practical plastic, slow movement ceramic, slow movement ceramic, clean ceramic, clean
How high is the ceiling? How does this feel? high, no impact medium no impact medium, big place high, big place. medium, no impact high, no impact
How brightly lit is the store? How does this affect you? very bright, cheap warm light, quality warm, calm warm, quality bright, clean no bright, focus in product
How loud is the environment? garage noise noise music noise low music
What is causing the noise? people car music, people music people music
Is there music playing? If so, does it fit the environment? no no yes, no fit yes fit no yes, fit
Is the store warm or cold? cold warm warm warm warm warm
Is the store crowed with merchandise or is it sparse? crowd sparse crowd sparse sparse sparse
Does the store have a distinctive smell? no no parfum parfum yes bread yes cheese
Where is the cash register located? near the door far the door sparse far the door hehind the counter behind the counter
How visible is the store security? very visible very visible visible no visible visble no visble
How long do you want to stay in this store? 10min 5min. 30min. 40min 5min 10min
Does the environment influence the perceived value of the
merchandise? yes yes yes yes yes yes

6. PERSONNEL
WHAT HAS CHANGED AFTER SEEING…IS RED. BEST PRACTICES IS GREEN
Personnel: Hard discount Convenience Department store Chain store Bakery Delicatessen
How long does it take before a sales person initiates
contact? do it yourself do it yourself ask for it 5min queue queue
Does the salesperson have a script to follow with each
customer? no yes no yes no no
Does the salesperson treat different customers differently? no no no yes no yes
What is the ratio of salespeople to customers? 1/50 1/5 1/50 1/10 1/5 1/3
What age and gender are the employees? 25 fem 30 fem 40 mix 30 mix 25 fem 40 male
Are the salespeople using the store products? no no no yes no no
Do the salespeople have a uniform? yes yes yes no yes no
Do the salespeople match the stores image? yes yes yes yes no yes

7. PRODUCTS
WHAT HAS CHANGED AFTER SEEING…IS RED. BEST PRACTICES IS GREEN
Products: Hard discount Convenience Department store Chain store Bakery Delicatessen
What is the first product that you notice? vegetables orange watch shirt bread cheese
Is there a central display table with featured products? yes yes no no no no
Where are items that are “for sale” located in the store? near check out near check out near cash desk no no no
How are the products arranged? By function? By price? By
color? function function function color type country
Are there free samples or demonstrations? no no yes no no yes
What products are at eye level? popular popular trademark no popular scale
What items in the store are in the least accessible locations?
dairies dairies hardware shoes no no
Where are the most and least expensive products located? near check out near check out corner no no no
Are the prices of the products easy to find? yes yes no no yes yes
Are there impulse items near the cash register? yes yes no yes no no

8. CUSTOMERS
WHAT HAS CHANGED AFTER SEEING…IS RED. BEST PRACTICES IS GREEN
Customers: Hard discount Convenience Department store Chain store Bakery Delicatessen
Are most customers alone or with someone else? What is the
relationship? alone alone family alone alone family
What is the average age and gender of the customers? 50 mix 40mix 40 fem 30 fem 50 mix 40 mix
When a customer enters the store, do they tend to walk in
the same path or direction? - yes yes no no yes yes
How long do customers stay in the store, on average? 30min 3min 60min 40min 5min 10min
Do customer touch the products? Is this encouraged? yes yes no yes no no
Do most customers appear to be on a mission or are they
browsing? mission mission browsing browsing mission mission
What percent of customers purchase products in the store? 100 100 30 40 100 100

9. TAG MAIN FEELINGS AND IDEAS
• Hard discount: CHEAP, BRIGHT, CLEAN
Best practices in ” What does it tell you about de store “
• Convenience: SPEED, COLOUR, QUALITY
Best practices in “ Does the salesperson have a script to follow with each customer? ”
• Department store: Family,
• Chain store: Warm, Quality
Best practices in “ What is the colour scheme of the store”
• Bakery: Tradition, clean
Best practices in “ Does the store a distinctive smell?”
• Delicatessen You are the only one
Best practices in “What percent of customers purchase products in the store?”

10. LOOK AFTER OTHER VARIABLES.
Accesibility? Standard, From a Wheelchair, Childhood, Blind , Deaf
Climate, customers requeriments, What can I do with my coat?
Cultural Diversity
Future of the actual model versus Internet model

11. HARD DISCOUNT

12. CONVINIENCE

13. DEPARTMENT STORE

14. CHAIN STORE

15. BAKERY

16. DELICATESSEN