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- 1. Terry Richards creativityclass 2012 assignment #2 Project definition:- Photograph Myself checklist ( by whom ) 5 senses (how) Creative Requirements of study of Assignment #2 assignment #2 retail submission outlets Fresh insights Word doc. ( format) (measure) I identified both organised and un-organised retailers Definition:- Organised I. Modern form of retailing II. Noted for poor supply chain management and aggressive expansion III. High degree of in-house stock control IV. Tesco:- Supermarket use often McDonald’s:- Fast food store never used Subway:- Fast food store never used Un-organised I. Traditional retailing, but not market stall II. Labour intensive Forbidden Planet:- Aspirant store use infrequently Harrison’s:- Discount store use infrequently Mal UK:- Aspirant store never used Use as many senses as possible Size up people – people watching Clarity – seeing the world as it is Curiosity – asking why Listening skills Willingness to set aside personal biases
- 2. Terry Richards creativityclass 2012 assignment #2 Photographs Fig. 1 Tesco main entrance Fig. 2 signage fronting main road Fig. 3 Harrisons cheap and cheerful shop (thanks to Google)
- 3. Terry Richards creativityclass 2012 assignment #2 Fig. 4 Mobile phones (thanks to Google) Fig. 5 Forbidden planet comics shop
- 4. Terry Richards creativityclass 2012 assignment #2 Fig. 6 fast food Fig. 7 fast food Checklist Tesco Harrisons Mal UK Forbidden McDonald’s Subway Planet Before you enter the store: Style of Rustic building Barn Traditional Traditional Modern Corporate Corporate Easy car parking Yes Does the store wide interesting draw you in? doors on window If so, how? one level No No display No No Is the door open or Self Self closed? Opening Closed Closed opening Closed Closed How does this Welcome Not Not Welcome Un-welcome Un-welcome worried worried
- 5. Terry Richards creativityclass 2012 assignment #2 make you feel? expected expected How big is the sign lettering and in what font? 3 feet 18 inches 18 inches 18 inches 18 inches 2 feet Slab and Sci fi upper italic Slab Caps case Mixed case italics Environment: What is the colour scheme of the Red Multi store? How /Blue / Dark blue coloured Darks does this White No real happy / colours / Yellow Red Green affect you? trusty effect relaxed intrigue full of fun fresh What type of floor does the store have? How does this effect the Carpet environment? Marble Carpet Laminate subdued Marble Tiles Deadens clean echo’s noise hygienic subdued echo's clean How high is 12 feet the ceiling? painted How does this 15 feet 10 feet 10 feet black full of 12 feet 12 feet feel? spacious normal normal mystery spacious spacious How brightly lit is the Average Bright lighting Average Moderate store? How can see need to Need Dark what I Bright can relaxed does this what search for advice would have a happy eating affect you? buying items from sales expect time possible How loud is the environment? Moderate Moderate Quite Quite Moderate Moderate What is causing the Echo's Echo's Salesman Bustling Bustling noise? from feet from feet talking Very quite families families Personnel: How long 30 mins 15 mins < 1 min 15 mins 3 mins 2 mins does it take
- 6. Terry Richards creativityclass 2012 assignment #2 before a sales person initiates contact? To sell How long does it take before a sales person initiates Don’t just contact? To wait for you talk 15 mins < 1 mins < 10 mins to ask 2 mins 2 mins Does the salesperson have a script to follow with each customer? Yes No No No Yes Yes Does the salesperson treat different customers differently? No No Yes Yes No No How "Friendly" are Very the staff Mixed Friendly Friendly friendly Friendly Friendly Findings Obtaining pictures of “Harrisons” and “Mal UK” was near impossible due to the presence of shutters and their late opening times. This resulted in too many people for a reasonable photo, thus I used Google maps and for this I give them due credit. I did not expect much from this assignment because I always thought my observational powers were good. I was surprised at how much I actually miss. Tesco fig. 1 A small supermarket / convenience store mostly used by mothers taking children to school collecting snacks, and older people who want to shop away from the crowds of a larger nearby store. Inside the store, first sales are vegetables and pizza style food. The building style would indicate a “rustic barn” but looking into the roof it is more “Industrial“ with exposed pipes and trunking that I had not noted before. The line of sight being draw towards eye level. The sign in fig.2 had been in situ for several
- 7. Terry Richards creativityclass 2012 assignment #2 years, but close examination shows the term “meal solutions”, this I did not understand so I asked the store manager. The answer, “ the sign was changed 6 months ago and “ meal solutions” is and expanded range of ready meals from economy level to finest. Given that this is a “food stop off” on the school run, it is not difficult to identify 3 commercial opportunities that I had not thought of before, 2 of which should generate much free publicity. I am now talking to the store manager re my ideas. Harrisons fig.3 This is a shop patronised for its economical range of goods, mostly hardware. Much of what is for sale is seasonal and what is at wholesaler at the time. There was nothing outside the shop stating this; stock control is weak with no real time stock control or computer. Else where the shop is much as I had seen (chaos). Having noted the poor stock control and lack of flagging what is currently in store, these are topics I would examine in detail as I think there may be benefits to be had. Mal UK fig.4 This is two shops in one and I concentrated on the mobile phone side of the business. This is a very competitive sector and benefits are from “early innovators”, which this shop does not cater for, concentrating instead on “ flashing or blinging” your existing phone. The interior is busy and confusing with little chance to browse. There is overlap between the two sides of the business and it is not easy to separate either side. Big mobile phone outlets have dummy models for display where this shop has none; there is nothing to allow a potential buyer to make an informed choice. I think first actions should be to give a clearer separation between the two sides of the business. The driving school is really just booking lessons and just needs an appointment control system, this would free up floor space for better display of phones and related. Plus the window is full of signage and should be made less cluttered so patrons can see in and feel more inclined to enter. Forbidden Planet fig.5 This shop sells comics and specialist sci fi items and first look is all I expect, I do use this shop often. There are many items for sale and you are welcome to browse as long as items are not removed from wrapping. There is little if any contact between staff and customers; indeed many customers use this as a meeting place. I noted that customers tend to congregate in the sales area obstructing others from browsing; I have done this myself and was not aware of the consequences. If it is to remain a meeting location then I would think a separate area with chairs and table coffee machine etc; this would allow discussions to flow and may result in further sales as clients make each other aware of what is in the shop at the moment. McDonalds fig. 6 This is a chain of shops I have never used. I thought it would be useful to test my thoughts. The shop was full of families enjoying a birthday party and several adults alone or in small groups eating and drinking. The staff seemed polite but
- 8. Terry Richards creativityclass 2012 assignment #2 remote as if working from a script. The food was served reasonably fast and seemed hot, (I did not try any myself) and was welcomed by the customers. All the food seemed the same size portions and similar quality so people would know what they were getting. Personally, the food seemed very unexciting and bland so I was not tempted and there is a big issue with disposal of packaging outside of the shop. This is a very successful chain of shops so change would be resisted; there are moves to paint the outside of some shops green to reflect a more environmentally friendly approach. The packaging seems to be the area to look for improvements but encouraging people to dispose carefully is very hard. It is possible to use packaging with a set time for decomposing, e.g. 1 day 3 days etc. which uses banana leaves, is cost effective and cannot be identified from traditional packing. Subway fig.7 Again, this is a chain of shops I have never used so see above. The shop has a green décor to suggest freshness and some but not all food is prepared inshop. There are lots of signage suggesting what is on offer but most customers seemed to go with a “BLT” or meat filled sandwich plus a coffee to take away. This is again a successful chain of shops but to me much of what was on offer was for a limited range of clients, most choosing traditional food. The food was in disposable packing which is often just dropped, again difficult for the shop to control. Many customers either take the food back to their car to eat, or sit on a wall by a bus stop and eat the food whilst waiting for the bus. When the bus arrives the food and wrapping is simply dropped over the wall and left for somebody else to pick up. It may be possible for Subway to site a litter receptacle by the bus stop, on which they could advertise what they are doing as part of an environmental awareness issue. Conclusion I did not realise how restricted my observation was, for example I never looked at the ceiling in any shop, nor at what people did outside the shop. How they were encouraged to enter or what their actions were near a shop. With strong observation and clear thoughts it is possible to identify opportunities, they may not be viable but the first task is to identify.