The document provides observations from visits to three different stores - a confectionery, a bookstore, and a shoes and bags store. For each store, observations are provided about the exterior and entrance, interior environment, personnel, products, customers, and other notable features. The stores are compared in terms of color scheme, lighting, noise level, cash register location, security visibility, personnel uniforms and demographics, product arrangement and pricing, and whether free samples are offered. Overall impressions and differences between the stores are highlighted.

1. Paying
Attention
A Crash Course On Creativity
Zainab Sadeghipour

2. A Confectionery
• Before entering the store:
• The name, the font and having a coffeshop draws a lot
of customers in.
• The door is open which makes customers feel welcome.
• The sign is big enough and the font is “Shekaste
Nastaligh” (which is an old and beautiful font) and it
tells the opening year.

3. • Environment:
• The color scheme is dark brown, the store has a high
ceiling and it would be a good idea to have higher
windows as well.
• The store was not well-lit, which made me feel gloomy.
• It is located in a crowded area so the environment is
loud. The store security is quite visible.
• The cash register is located next to the entrance.

4. • Personnel:
• The salespeople treat all the customers the same.
• Except the accountant, they have a uniform.
• It would be better if there were more personnel.
• There is a female and about 6 male salespeople
and they are all above 30.

5. • Products:
• The first products that I noticed were some delicious
yummy cakes with strawberries on them.
• There isn’t a specific place for featured or “for sale”
items.
• They have arranged products according to type.
• You should ask the prices.
• They don’t offer free samples.
• Boxes of chocolates which are placed on shelves are
not accessible.

6. • Customers:
• Most customers are with their family.
• They are between 30 and 40.
• They stay in the store as long as they receive
service.
• There is a system for assigning turns to
customers.
• Customers can’t touch the products.
• Most of them are on a mission and purchase
products.

7. A Bookstore
• Before entering the store:
• The decor draws me in.
• The door is open which makes me feel welcome.
• The sign is big enough and it’s in standard font. You can
understand that the store is a cultural place by seeing
the sign.

8. • Environment:
• The color scheme is white and green, the store has a
high ceiling and it’s floor is covered with white ceramics.
• The store is well-lit and full of customers.
• The store itself is not loud, but the outside is loud
because of the noises of cars, but happy and joyfull
music playing in the store is compensating for the noise.
• The cash register is located next to the entrance.
• The store security is quite visible.

9. • Personnel:
• The salespeople greet their usual customers
warmly but treat others nice.
• There is a logical ratio of salespeople to
customers.
• They don’t have a uniform but their clothes are
colorful which matches the store image.
• There is a female and about 4 male salespeople
and they are all around 35.

10. • Products:
• The first products that I noticed were some bags
hanging on a hanger.
• There is a table for the newest, the best-seller and
suggested books.
• Each month there is a discount for all of the products
for 3 days.
• The products are arranged by type and they all have
price tags.
• They don’t offer free samples.

11. • Other observations:
• It’s their first opening anniversary, so they’ve
hanged yellow balloons from the ceiling and have
installed pictures of birthday cake with one candle
on it on windows.
• There are sofas around the place for those who
want to read some parts of the books before they
buy them.
• Most of the product are exclusive to the store.

12. Shoes and Bags
• Before entering the store:
• The store doesn’t draw me in because I don’t like shoes
and bags very much.
• The door is open and wide which makes customers feel
welcome.
• There is no sign for the store!!!!

13. • Environment:
• The color scheme is white, the ceiling is not so high and
the floor is covered with white ceramics.
• The store was well-lit, which made me want to stay
more.
• There is no music playing and the neighborhood is quiet.
• The cash register is located at the left side of the
store.
• You can easily see the store security.

14. • Personnel:
• The salespeople treat different customers
differently.
• They don’t have a uniform.
• I’ve initiated contact!!!!!
• There is a female and 2 male salespeople and they
are all about 25-35.

15. • Products:
• The first products that I noticed were a pair of red
boots.
• There isn’t a specific place for featured or “for sale”
items.
• They have arranged products according to type.
• You can easily find the prices of the products.
• They don’t offer free samples.
• All of the products are at eye level.

16. Thank You!