The document discusses different types of retail stores in Madrid, Spain. It describes the layout, organization, prices, customer service levels, and shopping experiences at various stores including supermarkets, boutiques, outlets, and beauty supply stores. The conclusion is that each store aims to appeal to different customer types, and more exclusive stores provide a better shopping experience through details like lighting, music, smells, and product information. Impulse items are also typically placed near the cash register.

1. Are You Paying
ATTENTION?
A Crash Course on Creativity / Venture Lab
Ángela Echavarría

2. • City: Madrid /Spain
• Day: Sunday
• Hour: Between noon et 5 pm.
• Type of stores: Supermarket,
big brand-low prices, boutique,
outlet...

3. • Well organized
• Easy to find thigs by
sections • Cash register little
• Prices visibles hide in a corner
• Newest products at • Only 2 shopping
the eye level consultants in one
very big sales area.
• Now the shopping
consultants says Hi!
• Shoppers alone,
couples or female
friends.
• Spacious
• Medium-big shop

4. • Well organized
• Easy to find thigs by
sections • Cashier little hide
• Prices visibles • Only 1 shopping
• Newest products at consultant for the
the eye level entire shop
• Female shoppers •
alone
• Little spots to
enjoy the purchase
experience.
• Small shop

5. • Low prices • If you want it cheap
• Pop Up store in the you have to work.
center of the city • No mirrors neither
• Variety of references dressing rooms.
• All sizes available • No purchase experi-
ence guaranteed.
• 4 cash registers Just ride out of
visibles stock.
• Medium shop • Items damaged

6. • Well organized
• Easy to find thigs by
sections • Sizes of the
• Prices visibles products can be
misunderstood
• Many signs of sales because the store’s
• Spacious and space
luminous. • Shop and go, no
• Many cash registers impulse items at the
at the entrance. cash register.
• Recognized and
white brands.

7. • Well organized
• Products by
ingredient and
function
• Prices visibles • Beauty consultant
• Newest and best can be very chating
selling products at • No explanation of
the eye level the products in
• Costumer service Spanish, everything
excelent, very in French or English
attentive.
• Nice light and
colours, very warm.
• Nice music
• Great fragances.
• Free Samples for
costumers
• Small shop

8. Conclusions
• Every shop appeal a reason and a type of costumer.
• Culture, light, music, space, smells, etc. determines the
way of how a costumer feel and enjoy the shop experience.
• The more exclusive or expensive the product is, more
details are taken care of the shopping experience.
• Impulse items are always available near the cash register