This document summarizes observations from a bookstore. It notes details about the store environment like high ceilings, ceramic floors, good lighting, and background music or noise. It describes customer demographics like teenagers, families, couples, and middle-aged individuals. It also analyzes customer behaviors such as randomly browsing, specifically searching for an item, and time spent shopping. The document concludes by stating people enjoy cozy shopping environments and strategic sale placements catch attention.

1. Course crash of creativity
PAYING ATTENTION
Store Observation
Shelly Natalia
Indonesia

2. BOOKSTORE
BAKERY
WELCOME!!
WOMAN ACCESSORIES
GROCERY STORE
DEPT STORE

3. E
N Colors
V High Ceiling
I Ceramic Floor
R Good Lighting
O Noise
Music
N
Temperature
M
Smell
E
Security
N Cash Register Front side Back side Front side Back side Back side
TWANNA STAY??

4. PERSONNEL
Young Age (20s)
Treat Customer Equally
Match Stores Image
Have Uniforms

5. Easy to find prices
There is central display for featured product
No free samples
Best/fast moving products at eyes level
Products
There are impulse items nearby the cashiers
Arrangement by product types (except dept store by brand)
Least accessible items are slow moving types
No difference location based on prices
Sale/Discount items located in the middle of the stores

6. Teenager with friends/alone
Spend ± 15 mins
Family/Couple/Friends
Touch products
Middle Age
Browsing
Spend ≥ 30 mins
Might not purchase
Touch products
Walk randomly
For a mission
Ended purchase
Walk to some path then random
With Friends
Young Ages
Spend around 15 mins – 30 mins
For a mission
Might just browsing book
Ended purchase
Walk randomly
Touch books not cakes!
CUSTOMERS

7. OTHER THINGS I LEARN:
People are enjoying shopping!!
Cozy environment makes you stay longer
Too “pro-active” sales staff make you feel uneasy
Sale Items in strategic places catch your attention
They who come alone most likely ended up purchase
something
In Indonesia, sales staff have to smile!!
TERIMA KASIH!!