Assignment for Crash Course in Creativity observing convenient stores in the 'hood.

1. Observation lab
A study of six convenient stores in my
neighborhood
By gale west

2. First impressions begin at the curb

3. Sonny’s store

4. At the door
The outside of the
space is warm and
welcoming until you get
to the door.
Or you could say the
hand written signs give
a sort of homey look.
Sonny’s store has been
in the neighborhood for
years.

5. First impressions

6. Snacks at eye level

7. Prominent displays

8. Hookahs and belly dancing costumes
around the side

9. Check out

10. Impressions
• The outside is warm and welcoming. The blue
awning and dancing lights in each window are
attractive and catch your eye as you’re passing
from the road.
• The store is four steps down. The first thing
you see is bread and neatly stacked rows of
food items. The exterior blue is continued
inside the store, giving it continuity.

11. Impressions
The checkout counter is too cluttered
with products. Too many impulse
objects. Which defeats the purpose.
It’s almost hard to see the cashier, a
young man who was quite friendly.
I loved the hookahs and belly dance
products, they added an ethnic flair
to the place. But, they were in a
corner and not easily seen.

12. Seven Eleven on Pratt
The windows are blacked
with shades that don’t
allow one to look in.
Windows are real estate
for a store if used well.
But the familiar Seven
Eleven sign brings on its
own feeling. I’ve
personally seen it all over
the world.

13. First impressions
The first thing you
see is the fresh food
items, so
wonderfully
displayed that it
makes you want to
eat.
The floors are clean
and gleaming. You
can easily see all the
way to the drinks in
the back.

14. Fully stocked shelves

15. Preparing for winter! Thoughtful
product selection and display.

16. Pleasant checkout and smiling cashier

17. First impressions!

18. This place has no name just a food and
liquor sign.

19. Toilet paper and wine, the first thing
you see when you walk in the door

20. Half empty displays that are dusty

21. Hand made shelving

22. Check out

23. Food and Liquor store observations
• The exterior windows are filled with liquor ads.
• The interior is old and dusty. Some products have
probably been there for years.
• First impressions are not pleasant.
• The overall feel is seedy and somehow illicit, yet
one is not quite sure why.
• The floor is dirty and empty packing carts are in
the corner.
• Quite frankly, it’s a creepy place.

24. Golden Mini Mart
Not so welcoming.

25. First impressions: the ATM

26. The back door
Empty cases, stored bottles, broken
tile on floor. And a very bored
cashier.

27. Product shelves
The shelves were
somewhat empty and
cookie were broken

28. This place has no name!

29. First impressions

30. Random storage in the back

32. Another Seven Eleven

33. First impressions
How many people are
running into seven
eleven for motor oil?
This the first thing you
see when you enter
the store.

34. Empty shelves

35. Great coffee bar

36. Check out pleasant and wide

37. Final observations
• There is lots of variety in the same store concept.
• Lighting, thoughtful placement of products and wide
shelves make a big difference as far as perception of
the store.
• Outside and what is first seen when you walk in the
door give an overall impression of the store.
• While the cashier should be friendly, helpful is not all
that essential, because a convenient store is pretty
much self help.
• Of all, the seven eleven with food at the entrance was
most pleasant and gave the best shopping experience.