The document summarizes observations from store visits, including: 1. Many apparel stores focus on female products at the entrance instead of both genders. 2. Daily deals are not well advertised to customers. 3. Electronic signs advertising store products outside generally have poor image quality. 4. Fast food restaurants are ineffective at addressing consumer interest in low calorie foods.

1. Store Observations
Crash Course in Creativity

2. Store Observation Highlights
1. The entrance area of many stores that sell apparel
to both genders focus on featuring female products.
2. Deals of the day are not well disseminated.
3. Outside electronic signs advertising store products
generally have poor image quality.
4. Fast food restaurants are not particularly effective in
addressing consumer interest in low calorie foods.

3. Many Stores that Sell Apparel to Both Genders
have a Female Focused Entrance Area
• This is not particularly helpful in attracting
men—which is an opportunity to exploit.

4. One Store’s Attempt to Address the Lack of
Male Focus at Apparel Store Entrances
• Two separate entrances to the store, side by side
• One entrance featuring male products
• The other entrance featuring female products

5. Deals of the Day are not well Disseminated
• Consumers are highly interested in deals, but daily
deals are not well disseminated to consumers.
• Sears informs customers of deals of the day via a
computer in their find-it center, an area very few
customers visit.

6. Outside Electronic Signs Advertising Store Products
Generally have Poor Image Quality
• Given the low (and declining) costs of computers
and monitors, an opportunity may exist for a cost
effective electronic sign that displays store
products at a higher quality.

7. Fast Food Restaurants are Ineffective in Addressing
Consumer Calorie Concerns
• The overwhelming majority of fast food
restaurants do not meet consumer needs for
healthy, low calorie foods.

8. One Store’s Approach to the Calorie Concern
• McDonald’s attempts to address consumer calorie
concerns by noting items that are under 400 calories in a
sub-menu and noting the calories of all items on their
main menu.
• However, the overwhelming majority of items served at
McDonald’s and other fast food restaurants continue to
be high calorie and unhealthy, presenting an opportunity
for a new company to exploit.