Ceativity
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This document provides observations from visits to several stores. In 3 sentences: The observations note details about the stores' exteriors, interiors, products, employees, customers and more. Details include color schemes, lighting, noise levels, product placement, employee uniforms, customer demographics and more. The goal is to understand how the store environment influences customers and their shopping experiences.
Ceativity
- 1. Crash Course on Creativity Observation Lab Observation Lab Before you enter the store: DA http://www.da.nl/wps/wcm/connect/DA.nl Does the store draw you in? No Windows are coverd with If so, how? commercials Is the door open or closed? Open How does this make you feel? Easy to walk in How big is the sign lettering and in what font? Pink with a round font What does it tell you about the store? Feminine Environment: What is the color scheme of the store? Pink brown and white How does this affect you? Feminine White Tiles. What type of floor does the store have? You hear yourself walk, It feels How does this effect the environment? cold distant 3,5 meters How high is the ceiling? high enough not to see the How does this feel? system ceiling A warm bright light How brightly lit is the store? I don't have to do an effort to How does this affect you? read smal print How loud is the environment? Silent What is causing the noise? Is there music playing? No Music If so, does it fit the environment? Warmer than outside, Is the store warm or cold? comfortable Is the store crowed with merchandise or is it sparse? Crowded Does the store have a distinctive smell? No
- 2. At a counter on a corner in the Where is the cash register located? shop on the way out When you watch closely you How visible is the store security? see the camera's How long do you want to stay in this store? Quick out Does the environment influence the perceived value of Yes the pictures are the merchandise? glamourous Personnel: How long does it take before a sales person initiates contact? They did not Does the salesperson have a script to follow with each customer? No that's American Does the salesperson treat different customers differently? not noticably What is the ratio of salespeople to customers? 1 on 3 What age and gender are the employees? appr 22 women Are the salespeople using the store products? make up Do the salespeople have a uniform? yes Do the salespeople match the stores image? no Products: What is the first product that you notice? Promotions Is there a central display table with featured products? On every head of the row
- 3. Where are items that are “for sale” located in the The first thing you see in the store? store How are the products arranged? By function? By price? By color? Function Are there free samples or demonstrations? Only some perfumes Expensive cosmetic line and What products are at eye level? perfumes What items in the store are in the least accessible locations? The cheaper ones Where are the most and least expensive products located? Yes exept for the featured Are the prices of the products easy to find? produncts Are there impulse items near the cash register? yes, sweets Customers: Are most customers alone or with someone else? Alone What is the relationship? What is the average age and gender of the customers? females 40 When a customer enters the store, do they tend to Yes there is only one way to walk in the same path or direction? - enter How long do customers stay in the store, on average? 4-5 minutes Do customer touch the products? They do. Is this encouraged? It's not encouraged Do most customers appear to be on a mission or are they browsing? Mission What percent of customers purchase products in the store? 100% Other Observations: Dutch store Dutch company You directly hit the For Sale products on entering the store
- 4. The sign that say what products are where, are covered with producrs so youcan't see them
- 5. FITTZ Swarovski FNAC http://www.fittz.be/ http://www.swarovski.com/Web_BE/fr/index http://www.fnac.com/ No Yes and No Yes It's located on the second and I ike the glitter third flore of a shopping mall Open store dresed mannequins I know I won't buy anything for so you have to go to the flore in the window myself there to see it. Open Open Open Welcome Indifferent No boundries to walk in appr 70 cm Own Font Not Big 1,5 m own design The Swarovsky Swam is visible Trendy from the outside Simple, reliable White Blue, metal, glass and Brown, beige, yeollow and White, gold and anthracite cristal orange Carpet with linoleum walk lines. Anthracite polished concrete Linoleum in al light color Gives a warm homy feeling 3 meters the feeling is more influenced 4 meters 3 meters by the lightning. The ceiling is Air space (small store) Air space (small store) not lit. The flor ans product are Celing is dark, products and Bright Light with a lot of exta Bright Light with a lot of exta spots produce a bright spots spots lightning Loud House music Silent noisy people talking, tv's playing and music, except for the book department. No music, less Loud House music talk TV's and music is playing there wher it fits, in the tv, radio and Loud House music No music dv en cd section. Comfortable,same teperatre as Comfortable,same teperatre as Warm in the rest of the shopping mall in the rest of the shopping mall Crowded Sparse busy No No no
- 6. At the end of the store At the end of the store On both floors near the exit When you watch closely you When you look at the ceiling in see the camera's, Expensice I- the corners, you see the When you look at the ceiling in phones,, computers have ther camera's. There are (hidden) the corners, you see the own security cable. There are exit gates camera's exit gates Long. The atmosfeer is relaxed. You can read (they have As long as needed to see if several sofas and seating areas. they have some thing we like. You can listen to music with My husband fitted 2 items not long headphones on Not really, ther is no difference Yes. Decorations and clothes between cheap and very are poth trendy Yes, expensive books Immediately after entering the Immediately after entering the They don't. They have counters store you are greeted store you are greeted where you can ask for help the regular personal does not the salespeople who want to sell contracts and the now Windows programm doe have no does not work here Yes the script a script. Yeas, Regulars are treated as friends no 1 on 3 1 on 10 1 on 40 appr 25 men 23 female 35 men and women yes total outfit yes, yewelry no no does not work here yes yes yes yes yes cristals on the ceiling of the A cardigan in the shopwindow shop The new samsung galaxy No no Yes
- 7. Sale outside the season is nog allowed. There is a section with Sale outside the season is nog Sale outside the season is nog 3+1 (buy three and get one allowed allowed free) Music by genre, books bij Style, trend, function By function genre, age group, interesst No No No yewelry everything at the same level TV's and electronic accessories There is no least accessible location none Classical music, School books Most aexpensive yewelry is behind closed doors mixed Mixed Every piece is labelled, with a Every piece is labelled Every piece is labelled security sticker Keyrings, usb-sticks, giftcards No Yes, pen's and cristal tattoo's etc. Mixed, Singele, couples and couples couples families, inluding dogs men 30 mixed 35 35 No every goes to the Yes, it is a small store no, walk around departmet tey want to go to 5-45 minutes 5-15 minutes 5 - 60 minutes Yes, Yes, you can sit and read, you Yes, can stand and listen to music, Yes Not possible you can wath dvd, tv Mixed Browsing Mixed 50% I have seen none 60% Belgian Store Belgian Store Belgian Store Dutch Company Austrian Company French Company A visit to the store always Easy atmosfeer. I always lose makes me happy It's a cold store track of time
- 8. I thing it's trashy
- 9. Twice as Nice Kiehl's Standaard Boekhandel http://www.twiceasnice.be/ http://kiehls.be/ http://www.standaardboekhandel.be/home.action Yes The shop front is so open you No, can easily walk in and out The shop door is in an porch again, the light is very bright and closed You have to make Yes, Balloons, pumkins etc in and draws you in. an effort to get in front of the shop There is no door Closed Open They take care of the I want to walk in evironment, try to save energy No boundries to walk in about 20 cm Helvetica like appr 30 cm like an handwriting 1 meter high like Times new roman Design, modern, cheap solid, reliable Solid, reliable Orange brown, white and Grey Black whote and grey Blue, White, Brick and wood gives an outdated feeling Wooden Floor Contributes tot the old, solid Grey carpet feeling Grey tiles,make ik clean 3 meters No particcular sensation 5 to 6 meters 3 - 3,5 meter bright Bright You can red everything you Bright spots Everything is easilly writen want to Noisy, There is hardly noise some noise People entering the shopping Children walking around in and noises of cars in the street You here the air extractor halloween costumes No No No Som what warmer then outside Comfortable Comfortable Crowded an the walls, a small Sparse store Crowded No Medical Pumkin soup
- 10. In the corner of the first room At the right wall you enter, apposing the door Near the exit You have to look closely. More expensive items and close to Except foor the gates at the the exit are in locked glass entrance you have to look boxes Not at al carefully to find camera's As long as needed to see if they have what am looking for Till I have what I came for Till I have what I came for It is always more expencive Yes then I thought No They react me taking pictures, I explain the assigment and they Theu don's just like the FNAC, are interested Directly on entering they are behind counters No that does noet work in Belgium. They script in the US and in Taiwan where they are a big no hit. No Yes, When you buy jewelry for yourself or someone else they Yeas, Regulars are treated as act differently friends Did not notice that 1 on 4 1 on 20-30 21 and 48 women 40 men and women 40 men and women They do although you can't see, you can smell it Yes sometimes not to be seen no A white apron yes Yes, they want to looklike a Yes Pharmacy yes Earrings (wher we are looking To much see, I notive the for, for my sister in law) dressed skeleton The top 10 books in that store Yes in the esecond room of the No store several
- 11. Sale outside the season is nog allowed. There is a section with Sale outside the season is nog Sale outside the season is nog 3+1 (buy three and get one allowed allowed free) Style and gender and agegroups Gender, function and series By age group, interest, genre nearly everything can be there is free food and drink, no sampled but that is not sold in the shop everythng is on eye (litte below) level Customers favourites Novels, detectives on racks near the wall Cheaper ones Study books (second floor) The most expensie are in Expensive products are behind Expensive books are in glass locked glass boxes a counter boxes Every piece is labelled, but not every label is easy to read Every piece is labelled Every piece is labelled no Yes. no Mixed, Singele, couples and Mixed Mixed families, a lot of children 25 40 35 there is not much choise, it's a no every one walks his own there is not much choise small store way 10 minutes 10 - 15 minutes 5-35 minutes Not everything is to be Yes, Yes, touched Yes, Yes Browsing Mission Both I have seen none 80% 50% Belgian Store Belgian Store Belgian Store Belgian (Antwerp) Company American (New York) owner Belgian Company Affordable trendy jewellry Dressed Skeleton in the shop Halowen childrens party
- 12. two boards with pictures of celebrities using Khiels's or in a picture with staffmembers. A very beautiful (Eiffel) stare case
- 13. Nespresso http://www.nespresso.com/ch/en/pages/coffee-landing-page No Closed A border to cross 1 m own font Exclusive Brown and black and white Carpet, brown exculsive touch 4 meters high Old mansion style Not Bright only spotlights on specific items quiete music Classical music contributes to the luxury style warm sparce Koffie
- 14. At al the desks is a register Very visible, gards, camera's en exit gates As long as needed. You have to waite your turn. In the meantie you can drink coffee and taste chocolate for free yes They don'd, they are behind counters. Some walk around serving coffee and chocolat yes no 1 on 20 30 men and women not to notive they say they do yes yes Coffee machine yes
- 15. Sale outside the season is nog allowed Special edition is in the spotlight In groups with different products to gether yes Coffee machines and cups The recycle bin in glass boxes no the coffee cups are Mostly couples 40 Most people get a cup of coffee You have to wait about 10 minutes before you are serviced Is encouraged to taste missione, getting cups 90% Belgian Store Swiss Campany Busy or not you always have to waite before it is your turn. Emloyees at the desk walk away several times when it is not busy
- 16. Every now and then you get free products we you pay for what you bought