Supriya_VentureLab_2012_Creativity_Assignment2 pay_attention
- 1. PAYING ATTENTION Assignment 2 – A Crash Course in Creativity Supriya Kurpad 29 Oct 2012 This course is offered as a part of the venture-lab initiative by Stanford University. www.venture-lab.org
- 2. STORES I VISITED Flower Market Single salesperson Attractive colourful appearance Customers spend average 10mins Customers know exactly what they want Store draws customers in Noise of haggling b/w owner & customers Furniture Expo Customers get feel of each product Customers arrive in groups Customizable products Open Door Instrumental music played Well aerated and well lit atmosphere Dominos Pizza Outlet Tiled floor Customers follow single path Salespersons wear uniform Medium sized branding outside store Average age of customers is 25yrs Salespersons have script for greeting customers and answering queries
- 3. STORES I VISITED Gold Jewellery Store Groups of customers are usually families Theme of store is white and gold Doors are closed All products are at eye level 99% of customers buy products Security is visible inside the store and at entrance Apple iStore Closed doors Makes passersby feel products are ‘out of reach’ Recently launched products are on centre table Salespersons have uniforms Less than 30% of customers purchase products No noise. Well lit environment. City SuperMarket Lures customers with promotional offers Customers can feel products Price of products easily available No uniform for salespersons/assistants Tiled floor Impulse items are placed near cash counter
- 4. Store ----> Apple iStore Gold Jewelery Furniture Expo Flower Market Dominos Pizza City Questions Store Supermarket (below) Before No, it doesn’t Yes. Displaying Yes. Displaying Yes, by the sights Yes. Image Yes. Displaying Entering large images of large images of and fragrances of display and large images of Does the products and products and the flowers. convenient products and store draw discounts discounts location discounts you in? If so, outside the store outside the outside the store how? and in nearby store and in and in nearby area nearby area area Is the door Closed Closed Open Open Closed Open open or closed? How does this Products are Products are Everyone is Everyone is Closed doors Everyone is make you 'exclusive' and 'exclusive' and welcome to take welcome to take help keep the welcome to take feel? 'out of reach' to 'out of reach' to a look, get a feel a look, get a feel store hygienic a look, get a feel passersby passersby of products of products of products How big is the Medium. Classy. Large. Formal. Very Large. Small. Dusty. Old Medium. Medium. sign lettering Colourful. signage. and in what font? What does it Branded store. Display carefully Display grabs Inexpensive Well branded. Invites tell you about Attention to decided. Cares attention. products. Customers can customers the store? detail while about customers Invites expect good building store. customers. service Environment Black and white. White and gold. Pale colour Old cemented Display of many Multi coloured. What is the Makes the store Well planned. In scheme. Keeps walls. Makes me large pictures of Keeps the store color scheme appear classy. tune with the attention on feel products are families enjoying atmosphere of the store? products. the furniture. cheap and pizza. Makes me lively. How does this Many large affordable to salivate! affect you? mirrors. everyone. What type of Glossy floor with Vitrified tiles on Carpeted floor. Cemented. Tiled floor. Light Cemented floor. floor does the white tiles. Rich the floor. Light Red. Important Vendors find it coloured. Clean. Non slippery and store have? feel. pink. Adds while displaying easy to clean. easy to push How does this beauty to the furniture. carts on. effect the store. environment? How high is Not high. Limited High roof. Feels Very high. Low roof. Makes Normal for a Very high. the ceiling? range of like many Spacious well me want to keep dining place. Multiple floors. How does this products. products to look aerated, the shopping Comfortable Feels like I have feel? through. comfortable experience feel. to spend lot of shopping – “quick”. time there to get considering a good idea of all no.of shoppers. produtcs. I fdon't mind being there longer. How brightly Normal. Good Dim – yellowish Very bright. Well Few small bulbs. Normal. Well lit. Very well lit. lit is the look at products. lights. Makes lit. Easy Hard to check Special lights on Comfortable store? How gold glitter shopping even quality of all images on the shopping 24*7 does this more. Provides in the evening. flowers. walls – of affect you? relaxed feel. Purchase based families eating on trust. pizza. How loud is Silent. Quiet Silent Loud Some noise. Silent. Silent the peaceful environment? observation of products. What is Occasional Instrumental Salespersons Haggling Instrumental Instrumental causing the conversations music at low from different between music at low music at low noise? between volume. companies customers and volume. volume. customer service Peaceful trying to get multiple Occasional guys and observation of customer vendors. announcement. customers. products. attention. Announcements of offers on loudspeaker.
- 5. Apple iStore Gold Jewellery Furniture expo Flower Market Dominos City Store Supermarket Is there music - Music fits the - - Music fits the Music fits the playing? If so, environment. environment. environment. does it fit the environment? Store Comfortably Comfortably Comfortably Slightly hotter Comfortably Comfortably temperature warm warm warm than comfortable warm warm Well temp airconditioned Is the store Few products. Crowded. Good Crowded. Good Crowded. Good Limited regular Crowded. Good crowed with choice for choice for choice for menu. choice for merchandise customers. customers. customers. customers. or is it sparse? Does the No Yes. Flowers and Smells of wood Wonderful mix Smells of pizza No store have a fragrance sticks of fragrances and ketchup! distinctive used to decorate smell? the store Where is the Manager's Manager's Many counters - Cash register is a Manager's Manager's cash register counter well counter well one each for normal box with counter well counter close to located? within the store within the store each company the one person within the store the exit at the expo managing the store. How visible is Non existant Very visible at Visible at Non existant Non existant Visible at the store entry/exit points entry/exit points entry/exit points security? and within the store How long do 30Mins – thats 2-3hours – till I 2-3 hours – 10mins. Time to 90mins – Time 30mins to walk you want to the time to get a have looked at a because of the pick whats to order and through all alleys stay in this good hands on wide range of large area of the required, pay up have a meal store? with latest designs, tried it store and time and rush out. with friends products and decided to check various whats best for designs me. Does the Very Very No. Products of Yes. Makes Slightly affected. Slightly affected. environment significantly. significantly. different costs products appear influence the by different very affordable. perceived companies value of the available within merchandise? same environment How long Less than a Less than a Less than a Few minutes Customers One assistant does it take minute. minute. minute. because one approach watches each before a sales man runs the counter within a alley. He comes person show minute of to help only initiates walking into the when asked. contact? store. Does the Initially yes. Initially yes. They ask The store Yes. They follow No script. salesperson Later Later customers what owner/salespers a script to take have a script conversations conversations they're looking on listens to the order and to follow with depend on what depend on what for and take it what the inform each he's asked. They he's asked. They from there. Very customer asks customers about customer? have been have been customized and delivers it. combo-offers. taught what to taught what to approach. He rarely speaks say about each say about each to mention the product product cost or the occassional festive offer.
- 6. Apple iStore Gold Jewellery Furniture expo Flower Market Dominos City Store Supermarket Does the Mostly, no. But Mostly, no. But Mostly, no. But No. All get same No. All get same No. All get same salesperson those who show those who show those who show treatment. treatment. treatment. treat different more interest in more interest in more interest in customers a product get a product get a product get differently? more interest more interest more interest from the from the from the salesperson. salesperson. salesperson. What is the 1 salesperson for 2 salespersons 1 salesperson 1 salesperson. 1 salesperson 1 salesperson for ratio of every 4 for every for every 2 Doesnt matter for every 3 every 10 salespeople customers customer customers how many customers customers to customers? customers. What age and Salespersons & Young. Female. Young. Male. 1 per store. Mixed gender. Owner/Manager gender are manager are 20-30yrs old. Early 20's. Could be male or Early 20's. about 40yr old the young. Owner is 50yr female. males. Male and employees? Male.Early 20's. old male. female assistants in early 20's. Are the Only to give Saleswomen all _ Yes, to decorate No No salespeople demo wear gold chains the religious using the and bangles photos in the store store. products? Do the Yes. Western Yes. Beautiful No No Yes. Western No salespeople uniforms. traditional wear. uniforms. have a uniform? Do the Yes. Very much. Yes. Very much. No. Can be Yes. Customers Yes. Very much. No. Can be salespeople improved. dont expect improved. match the salespeople in stores image? fancy uniforms. They get what they expect. Products Latest range Latest range. Latest range Same everyday. Same everyday. Products on sale. What is the first product that you notice? Is there a Yes. Looks good. No. It would _ _ No Centre table central Attracts need extra displays products display table customer's security. on sale. Older, with featured attention. less-in-demand products? products Where are Nothing 'on- Nothing 'on- At entrance Nothing 'on- Nothing 'on- At the entrance. items that are sale'. sale'. sale'. sale'. Near the cash “for sale” counter where located in the people wait in store? queues How are the First by date of By function By price Colour Vegetarian/ By function. products release. Then by Non-vegetarian Then by price. arranged? By function. function? By price? By color? Are there free Free, engaging Products can be No No No Only on some samples or demonstrations tried. perfumes demonstratio ns? What All. All All All All Commonly used. products are at eye level?
- 7. Apple iStore Gold Jewellery Furniture expo Flower Market Dominos City Store Supermarket What items in Oldest products Most expensive Most expensive Most delicate - Most expensive the store are products products products products in the least accessible locations? Where are most expensive most expensive most expensive most expensive – most expensive most expensive – the most and – most visible. – most hidden – most hidden most visible. – most hidden most hidden least least expensive least expensive - least expensive - least expensive least expensive - least expensive - expensive - most hidden most visible most visible - most hidden most visible most visible products Combo costs are located? displayed more than 'single order' costs Are the prices Yes No Yes Yes Yes Yes of the products easy to find? Are there No No No No Yes. Cakes and Yes. Chocolates, impulse items Cookies. socks, near the cash handkerchiefs, register? mint etc Customers With friends. With family. With family. Most are alone. Groups. 30% alone. 70% Are most Groups. Mostly women. Large groups or Mostly women. Friends/family. in groups of max customers couples. two. 99% of alone or with groups are moms someone and kids. else? What is the relationship? What is the 27 40 30 40 28 30 average age and gender of the customers? Do customer Yes. Yes. Yes. No No Yes. touch the products? Is this encouraged? Do most Mission to check Most are on a Most are on a ALL are on a ALL are on a ALL are on a customers out the latest mission to buy. mission to buy. mission to buy mission to buy mission to buy appear to be product. on a mission Browsing. or are they browsing? What percent Less than 20% Above 90% About 60% 99% if not all All All of customers purchase products in the store? When a Yes No Yes Yes Yes No. They mostly customer know what enters the they're looking store, do they for. tend to walk in the same path or direction?
- 8. Apple iStore Gold Jewellery Furniture expo Flower Market Dominos City Store Supermarket How long do 30mins 2hours 3hours 10mins 90mins 30mins customers stay in the store, on average? Other Presence of sales Glass top display Salespeople Customers to They don't seek They offer free Observations: people and the helps customers carry samples of this store are customer home delivery immediate get a better look different many and feedback at any services once a attention at products. textures and frequent. They time that the customer drops customers colours in which know exactly customers are off a list of receive while furniture items what they want within the store. required items, walking in can be custom and how much at the store. prevents made. the want. They customers from expect their entering the 'Advance' business to get store “just to booking of over within take a look”. EMI discount rates 10mins and options (critical by paying a don't look for to India middle small premium extra frills. class) are with a validity of displayed. 6 months Most customers encourage have a 'standard customers to order' book the discount price now and use it anytime within 6months. THANK YOU!