Completed assignment for the "Are you paying attention?" task. Crash Course on Creativity. Author: Mikhail Smirnov

1. Thoughtful Shopping Experience
Subject of observation: Kids Clothing Store

2. Before I entered the door
There was a big sign on the store with the picture that represents the
style of pictures that used for kids clothing decoration.
Insight: It’s a good idea to let people see what
design you offer, even before they enter your store.
Those who like it and enter your store more likely
will become your customers. It may sound obvious,
but not all clothing stores do this.
I liked this picture, it was a funny pet, I’m sure small kids like it. So I
was attracted to this store. The font used for store name is also
related to the “kids” theme, it was bold and smooth, like a Comic
Sans, but smoother.

3. Environment
The store was designed in pastel colors. Well, this is OK for adults
who shop for kids clothing, but they are often accompanied by their
children and bright pastel colors are boring to them.
Insight: When designing your store think not only
about your potential customers, but about all visitors.
Especially such important visitors as kids. If a kid is
bored, it may negatively impact the chances of
purchase.
In general environment was fine, there was quiet music playing. I
would like the aisles in the store to be more spacious, but I
understand the constraints. I can’t say that environment helps much
to convert visitors into customers, but it doesn’t distract from
choosing what you like in contrast to some other stores.

4. Personnel
It seemed that personnel was busy with other customers or they
were waiting when a visitor will helplessly look around before initiate
a contact.
Insight: It would be more beneficial for a store if sales
personnel would try to use personalized approach to
each customer. I.e. not just repeat the same script to
each customer, but rather try to predict what help may
be needed for this particular customer. People also
like when they are treated individually.
Although it was a kids clothing store and thus sales personnel
couldn’t wear the same clothes as their products, the store
management could order special uniform which still reflected the
same style.

5. Products
Products were placed by gender and age which was convenient.
However items “for sale” weren’t highlighted by placing in some
special location in the store.
Insight: Provide some visual map of your store’s
sections right at the store’s entry. Place big distinctive
signs of the sections not only near the products, but
on the wall behind them as well.
All products were displayed on the same level, which is OK when it’s
one brand store. However in this case the store may still want to
promote some of the products, so they better be placed in some
special locations.

6. Customers
Customers of this store are usually females or couples with kids. The
average age of the customers is 20-40 years. Customers also fall into 2
categories: existing customers who already like style of this clothing usually
search some specific items and those who were just attracted to enter the
store by its design and sign in the window are browsing and consider more
items.
Insight: Recognise your existing customers by placing
some special signs for them. I.e. “Thanks for visiting our
store again. We have new models of … and enhanced
model of … and we are sure you’ll love them”
Insight: Help your new customers to find what they’ll
love. Place examples or pictures of the most popular
products in different categories.

7. Think outside of the box
Insight: Don’t follow all usual offline stores
conventions. Nothing prevents you from using different
colorful custom tags, popularity of items as onlines
stores do. Why not to encourage your existing
customers to send you some pictures of their kids
wearing your clothing and place them near items
being sold. Some positive reviews from the web site
could also be used in your store.
Look with fresh eyes and reconsider what's possible.