1. A CRASH COURSE ON CREATIVITY
PAYING ATTENTION - ASSIGNMENT 2
To accomplish this assignment, I visited about 10 stores. I live in Mexicali, BC, México.
Please allow me remark that I felt as a detective, in fact, an employee was watching me on a suspicious way. So
in order to avoid this, sometimes I had to hide my camera……
Sign
Before entering the store: Stores with OPEN doors make me feel invited to enter. Besides,
customers don’t have to deal with heavy or sliding doors.
Stores with BIG sign lettering are always noticed, and it is
easier for customers to locate it.

2. A CRASH COURSE ON CREATIVITY
ARE YOU PAYING ATTENTION? - ASSIGNMENT 2
Environment: On the majority of stores,
the color scheme is neutral.
There are a lot of big stores with high
ceilings in our city, but there are also
smaller ones.
Lighting is sufficient, background music is
nice. In the summer, we have a very hot
weather (47° C) and air conditioning is
indispensable.

3. Some stores are crowded with merchandise.
Cash registers are usually near to the exit area. At department stores, there are cash registers per
department.
Yes, I’ve notice that at some particular stores, the environment influence the perceived value of
the merchandise, because in another store, I have seen the same item with a lower price.

4. Personnel: At some stores, the salespeople initiated contact in about 30 seconds…….But there are
stores in which the customer has to look for the salesperson.
Almost all salespeople have a uniform, and they also have a script to follow with each customer.
Yes, the salespeople match the store image.

5. Products: The items “for sale” are located near
the entrance area.
The products are arranged -by function-, and most
stores have central displays tables with featured
products.
As usual, there are impulse items near the cash
registers.
At some stores the prices of the products are not
easy to find, therefore, customers have to use the
price-checker.
Free samples?... Not always
THE OWNERS OF SOME STORES NEED TO MAKE INNOVATIONS, IN ORDER TO GAIN THE MOST OF
SATISFIED CUSTOMERS..
A SATISFIED CUSTOMER WILL ALWAYS RETURN, AND WILL RECOMMEND THE STORE………………….