2. Crash course on Creativity- Observation Lab
Store 1 – Footwear (fig 1) Store 2- Cosmetics (fig 2)
Before you enter the store:
Sale banner – Loud and clear (fig Nothing outward. Offer popups don’t
Does the store draw you in? If so, how?
1) jump out – Opportunity lost
Is the door open or closed? Closed (fig 1) Open (fig 2)
Not too welcoming – but for the
How does this make you feel? Vey welcoming.
sale banner
How big is the sign lettering and in what font? Small, non lighted, shabby (fig 1) Small but well lighted (fig 2)
Believes outward appearances
don’t matter. What matters is
Visually more welcoming - more
What does it tell you about the store? inside! Possibly a one brand-
customer oriented.
hard to find outlet, people shall
come in for quality of product
Environment:
Neutral, Not much of wall space for
Dull/ drab – Go in, finish your
colour, peppered with banners and
What is the color scheme of the store? How does this affect you? business and be out as soon as
product placements. Not really giving
possible
a feel.
Light colored stone flooring. Hardly
What type of floor does the store have? How does this effect the Light colored stone flooring.
noticeable
environment? Hardly noticeable
Room height . Cramped. Prefer high
How high is the ceiling? How does this feel? Room height. Cramped
ceilings
4. Shabby dim lighting. Not uplifting in any
How brightly lit is the store? How does this Very brightly. A collage of colors. Does build
way and does not induce any excitement to
affect you? up an enthusiam to visit the store
shop
Quiet. Creates doubts and apprehensions for Lots of banter around.. Staff and people
How loud is the environment?
buyer. Not a good thing talking.
People milling around, discussing choices,
What is causing the noise? evaluating products plus salespeople
bantering. Active and bubbly image
Is there music playing? If so, does it fit the
None Yes. Barely noticeable
environment?
Is the store warm or cold? Right temperature Right temperature
Is the store crowed with merchandise or is it
Crowded. Unpacked boxes scattered all over Crowded. All in neatly arranged aisles
sparse?
Does the store have a distinctive smell? No No
Where is the cash register located? Back of store Right of entrance
Very ubiquitous. Right at entrance. Turn off
How visible is the store security? None
(Fig 3)
Finish your business and leave. Negative Might linger a bit longer than time required
How long do you want to stay in this store?
impression created for purchase
Adequate value perception for majority of
If anything, product value is perceived less.
Does the environment influence the perceived the products except for high va;lue
Converse as a brand is still an aspiration for
value of the merchandise? cosmetics, which possibly is a misfit in the
many Indian buyers
store (eg. Vichy products)
Personnel:
By the time you reach an aisle, and that too
They let you browse at your pace. The initial approached by multiple sales people for
How long does it take before a sales person
contact is not before one browse of the different products during the time you spend
initiates contact?
store in store. Personally find that very intrusive
and ruins the shopping experience
5. No script. Not very well trained,
which can be a big loss of
Does the salesperson have a script to opportunity for selling a branded
Impromptu, but fairly knowledgeable
follow with each customer? medium value / high value product.
Especially when catering to a well
informed crowd
Yes, makes a few assumptions especially while targeting
the fairer sex. This could turn out to be right or wrong. For
Does the salesperson treat different ex. Advocating acne cream for a acne ridden female could
No. Again loss of opportunity
customers differently? adversely affect the sale by offending the buyer. Possibly
need to do a strategy rethink on approach and its
sensitivity on customers. Very interesting insight
Ratio is quite high. In the range of 1: 2 or 3 customers. Can
What is the ratio of salespeople to
2 persons for the entire store be a bit stifling for the buyer, especially when space is a
customers?
premium
What age and gender are the
Male, <30 Females, >20, <30
employees?
No. Could lend value to the products they are selling. But
Are the salespeople using the store
Yes then this is rarely seen in low value cosmetics and limited
products?
to high value
Yes, Apart from store uniform, some are brand specific.
Do the salespeople have a uniform? No
(fig 3)
Not exactly. The store carries cosmetics and a mix of
brands ranging from economy to high priced cosmetic
Yes, lends an informal air to the
brands. The store is trying to create a trendy upmarket
Do the salespeople match the stores whole store, which is what is
image with most of the clientele being the middle class /
image? expected of a footwear brand like
upper middle class. While their product knowledge is upto
Converse
mark, they do not convey as being associated with high
priced goods
Products:
What is the first product that you notice? Single brand outlet. Multicolor shoes Eyeliner in bright yellow packing. Packing matters (fig 4)
Is there a central display table with Close to billing counter, Largely unnoticeable and wrong
No
featured products? positioning (fig 5)
7. The prominent discounts and offers are
placed at the beginning of every vertical row
of products, very much visible to every
Pretty much everything was on sale. No buyer. Rest of the items have ‘sale’ marked
Where are items that are “for sale” located in
change in product positions during normal clearly. Though how much of savings from
the store?
non sale period original price is not mentioned. For ex, Rs21
off for a bottle of X shampoo. If the actual
savings is captured, then chances of sales
closure will be higher (Fig 7 & 8)
How are the products arranged? By function?
Function. Not strictly though Purely by function
By price? By color?
Yes, samples are plenty. Demonstrations for
all major brands plus one independent
demonstration in the center. Makes the
Are there free samples or demonstrations? None
buyer feel quite accessible to the products
they are buying. A good way to influence
buying decision (fig 6)
Almost all products at eye level, especially
2 rows of shoe displays are above eye level.
the known brands. Some of the lesser known
What products are at eye level? The store tends to lose out on shorter
brands and that too cheap products over eye
people who come in due to this.
level. Lack of display space is to be noted
Cheap, everday accessories like combs, hair
What items in the store are in the least Neatly assigned shoe display units. clips etc, for which the buyer has to bend
accessible locations? Everything accessible down and kneel. Considering their value,
store is doing the right thing
The expensive brands have well labelled
Where are the most and least expensive No distinction whatsoever on the basis of sections which makes it easier for the buyer
products located? price. It is difficult to differentiate to zero in on the intended products. Brand
positioning is also not lost out .
Not at all easy with no clear markings,
Are the prices of the products easy to find? Clearly marked price tags
making it difficult for the buyer
10. Yes. Chocolates, candies, etc. Avg sale per
Are there impulse items near the cash register? No customer can be increased especially when
the value of products is less (fig 5)
Customers:
Almost entirely in groups. Friends, couples ,
Are most customers alone or with someone Mostly in small groups. Few individuals as
buying decision is mostly consultative and
else? What is the relationship? well
reinforced with the group
What is the average age and gender of the Teen upwards to less than 30. Male and Teen upwards to less than 30. Mostly
customers? female alike females
No customer follows one particular path or
When a customer enters the store, do they There are no aisles and it is a single room
direction. Havent been able to quite
tend to walk in the same path or direction? - store with displays along walls.
understand the significance of this
Most customers were browsing for deals,
How long do customers stay in the store, on upon getting that information they make a
15 mins on average
average? quick exit / purchase. About 10 mins would
be average
Yes. This is encouraged to create a touch and
feel. As a result of this bonding store is giving
Do customer touch the products? Is this Yes, neutral reaction, but the salesperson
the customer an impression of easily
encouraged? eyes follow every move
accessible and customer friendly. Surprising,
but true
On a mission mostly. Mostly male buying
behaviour reflection , most buyers come in Most customers are browsing. This could be
with an idea of checking out shoes. The in- due to the sheer volume of cosmetics as
Do most customers appear to be on a mission
store buying decision hinges on choice, price well. Most buyers come undecided on what
or are they browsing?
only. Interesting , first time thought on how to buy/ whether to buy. Female buying
the nature of goods influences buying behaviour exhibited. Very interesting insight
decision, possibly based on sexes as well
Not more than 10-20%. Sale being one factor
40-50% of customers who walk in
What percent of customers purchase products to draw in crowds, it is only applicable on
buy.Possibly has to do with low value of
in the store? certain section of products. These are high
products picked up.
value products and aspiration goods
11. Other Observations:
The image of an aspirational brand is not Hidden opportunity in terms of investment
echoing with the store image. Nearly all in Human resources which can possibly
aspects including store layout, more catchier translate into increasing sales conversions.
product positioning, innovative advertising / Increasing floor space so that buyers get the
in store promotions could help boost sales. feeling of space and airiness is a must.
Also the image of the product in the
customer minds right now is one of
pedestrian and there is dire need to bridge
the customer aspirations with product
pricing
12. • 1) Go to at least 6 different stores. They can be at the same
shopping center or different locations. Spend at least 15
minutes in each store making OBSERVATIONS using the lab
guide for reference. Take photos to capture your
observations.
• 2) Create a presentation that captures your INSIGHTS and
HIDDEN OPPORTUNITIES. What types of things had you
missed before? What were your biggest surprises? Are
there opportunities hidden in plain sight?
• Use your photos to highlight your insights. Your
presentation can be in the form of slides or a short video.
• Add the link to your presentation so that everyone can see
it.
