The store is a women's store with pink signage and an open door. Customers are mostly alone, around 35 years old, and browse the store for about 10 minutes touching and interacting with the products. The store has a brown and blue color scheme with ceramic floors, 12-foot ceilings, and bright lighting from ambient music. Employees make contact after 5 customers and wear black uniforms but don't have a strict script. Products are arranged by function with free samples and impulse items by the register.

1. Crash Course Creativity
ARE YOU PAYING ATTENTION??

3. Before you enter the store:
Does the store draw you in? Yes, it does. If so, how?
It is very open
Is the door open or closed? Open
How does this make you feel? I feel good.
How big is the sign lettering and in what font?
A foot X 6 feet. Font similar to Arial Black
What does it tell you about the store?
Letters are pink, so I guess it is a store for women.

5. Customers:
Are most customers alone or with someone else? What is the
relationship?Alone
What is the average age and gender of the customers?
35, women
When a customer enters the store, do they tend to walk in the same
path or direction? No, they don´t
How long do customers stay in the store, on average?
10 minutes
Do customer touch the products? Is this encouraged?
Yes, they do. Yes, it is.
Do most customers appear to be on a mission or are they browsing?
I think browsing

7. Environment:
What is the color scheme of the store? Brown and blue
How does this affect you? It is cold
What type of floor does the store have? Ceramic
How does this effect the environment? Cold
How high is the ceiling?12 feet
How does this feel?ok
How brightly lit is the store? How does this affect you? It is
brightly, and it is nice.
How loud is the environment?Not too much
What is causing the noise?Ambient music and people talking
Is there music playing? Yes, it is
If so, does it fit the environment? Yes, it does

9. Personnel
How long does it take before a sales person initiates contact?
Nobody initiated contact.
Does the salesperson have a script to follow with each
customer?
No, she doesn´t
Does the salesperson treat different customers differently?
I am not sure.
What is the ratio of salespeople to customers?1/5
What age and gender are the employees? Women and young
(around twenties)
Do the salespeople have a uniform? Yes, black uniform

11. Customers:
Are most customers alone or with someone else? What is the
relationship?Alone
What is the average age and gender of the customers?35,
women
When a customer enters the store, do they tend to walk in the
same path or direction? -No, they don´t
How long do customers stay in the store, on average?10
minutes
Do customer touch the products? Is this encouraged?Yes, they
do. Yes, it is.
Do most customers appear to be on a mission or are they
browsing?I think browsing
What percent of customers purchase products in the store?
Many of them

13. Products
What is the first product that you notice? Mask for the face.
Where are the items that are “for sale” located in the store? No
for sale products
How are the products arranged? By function? By price? By
color?
By function
Are there free samples or demonstrations? Yes, there are
Where are the most and least expensive products located?
I don´t knowAre the prices of the products easy to find?
Yes, they are.
Are there impulse items near the cash register?Yes, there are

14. The end