The document provides observations and insights from visits to 6 different stores - Echo Store, Charles and Keith, Beabi, DIY Shop, Daze, and Fully Booked. The observations note issues with categories, lighting, unavailable products in photos, overwhelming options, small storefronts not indicating interior size, generic employee uniforms, and lack of signage. The insights provide recommendations such as improving categories, changing lighting combinations, ensuring photos match available stock, displaying use pictures, communicating interior offerings, distinctive uniforms, and signage about sales and dedicated reading areas.

1. PAYING ATTENTION
Crash Course on Creativity Week 2
E. K. V. Francisco, Manila, Philippines

2. 1 ECHO STORE
Eco-concsious General Merchandise

3. OBSERVATION: The store has rows and rows of natural products,
with little to no category labels.
INSIGHT: Execute category planning, in order to aid consumers in
their product selection and buying experience.

4. OBSERVATION: The store has warm lighting, as opposed to work
lighting. For a rather small space, the warm lighting further cramps
the space.
INSIGHT: Change the lighting to a combination of work lighting and
focus lighting in order to maximize product merchandising.

5. 2 CHARLES
AND KEITH
Apparel and accessories
OBSERVATION: Fashion
photography that shows the latest
collection is displayed in store.
However, one specific item on the
photo was NOT available in store, in
the country in fact.
INSIGHT: Showcase available stock
in photographs. Make sure items in
photography are available in store.

6. 3 BEABI
Storage solutions

7. OBSERVATION: Wide variety of
products, though labeled with price
tags, can be overwhelming. One
wouldn’t know where to begin.
INSIGHT: Display pictures showing
how each container might be used

8. 4 DIY SHOP
Hardware store
OBSERVATION: Store has a
small façade, but is actually
sizeable inside, with a wide
array of offerings.
INSIGHT: Store frontage
should inform consumers of
what they’ll find inside.
Communicate available
categories instead of a
displaying a pile of assorted
goods

9. OBSERVATION: Sales assistants wore generic black shirts and
black slacks. It was difficult to find one and ask for assistance.
INSIGHT: Change lighting, make the store brighter. Sales
assistants’ uniforms should be changed to be more recognizable.

10. 5 DAZE
Apparel and accessories
OBSERVATION: Almost EVRYTHING in store was on sale, but
you wouldn’t know it until you enter.
INSIGHT: Put up a SALES signage up front.

11. 6 FULLY BOOKED Bookstore
OBSERVATION: This bookstore is literally spilling over with books.
Carpeting invites people to sit and browse, making the space more
cramped.
INSIGHT: Streamline the book selection. Set up a reading area near the
cash register that is inviting, and inform consumers about where they can go
and read.