The document describes observations from visits to several retail stores. It notes aspects like store signs, product placement, lighting, cleanliness, and salesperson behavior. Overall, it concludes that store design features like signs, locations within shopping centers, uniform salespeople, and open doors influence whether customers enter. It also observes that more expensive items are placed at eye level while cheaper options may require searching lower shelves.

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INDIVIDUAL ASSIGNMENT
CHEREMNOVA KATERYNA
A Crash Course on Creativity
Professor Tina Seelig, Stanford University

2. Mobile store
● Big sign outside of the store and a lot of
products, which described the field of the
store. Advertisement says:“ the cheap
prices“. That's good indicator for people
who looking for low prices nowadays
everywhere, because of crisis.
● I've noticed big green track on the floor.
They were located between the main door
and cashier, People, who comes to the
store went by this track.
● Auction products are at eye level. Prices
depends of this level. If you want to find
cheapest one, you have to even to squat.
● The products arranged by function and by
prices.
● I couldn't stay for a long time in this store
because it was a little bit hot and not so
good lighting. It was not so comfortable.

3. liquor and tobacco store
● It was not so noticeable sign – too
small letters and name and pictures of
the store doesn't show which products
it sells.
● The store was stylish inside, but
customer's wasn't there.
● The products was arrenged by
classification (type of alcohol and
tobacco).
● The luxury alcohol was arrenged on
the top. At the bottom customer could
find cheapest alcohol, but without
order.

4. clothes and shoes store
● The store's name is „All for 55“. It
means, you can find there unbelievable
cheap prices. They choose the same
marketing strategy like mobile store.
Each person can see from the pictures,
what they can by here – clothes, shoes
and accessories.
● The first merchandise, I've seen was
jacket's for the really cheap prices. But it
wasn't the same prices, like sign outside
says. In general, it's difficult to find
really something for 55 grn in the store,
but if client is already came, probably he
will buy something.
● There a lot of salesperson, maybe half of
the total number of customers. They
were so frendly and helpfull. They have
initiated the first contact and it was
difficult to go without buying something
what you really don't need. :)

5. clothes store „brands“
● The name of the store says, that their
customers can find brand's clothes. You
can see which brands you can find for
prices with discounts.
● The first merchandise, I've seen was
shoes. It were brand shoes and there was
discount for 50%.
● Other merchandise was arranged really
easy. By the clothing type.
● The salesperson was too friendly and
she asked each client if she saw the
interest.
● As for clients, it was different people
with different gender: women, young
people and even families came there.

6. clothes store „loVe rePublic“
● This store have been situated in the
shopping center and inside it were really
a lot of clients, if compare with previous
store's, which have been located
separately.
● As for environment, there was stylish.
Music, high ceiling, brightly and
suitable colours have created the
comfortable atmosphere.
● The first merchandises, I've seen were
auction goods.
● It was the first store, where salesperson
said: „Hello!“ and were smiling. This
thing make clients more relaxed and
give them feeling, like you are at home.
So, people want to stay here little bit
more.

7. clothes store „colin's“
● It is the famous store even outside of my
country. The first thing was attracted is
the huge „never closed door“. Clients
can see everything inside the store.
● The first thing I've noticed was discount
clothes.
● I've noticed bulb's location. I think it is
planned light and clothes location.
Because some clothes were more visible.
● Salesperson's were young with stylish T-
short's. Everything was suitable there.
● Goods were arranged by function. And
sometimes there just one price for one
thing and when you see other T-short
(for example) in the same range, you can
find much higher price.

8. OVERALL CONCLUSIONS
● It depends from the outside design if potential clients
come to the store.
● Stores, which situated inside the shopping center are
more successful.
● If salespersons are friendly and use the uniform they are
more attractive to clients.
● With the open doors, occures more desire to come in.
● In general, more expencive merchandise located in
visible places. If clients want to find cheaper good they
have to look down.