Crash course on creativity assignment ii - observation lab

Assignment II: Observation Lab
CRASH COURSE ON CREATIVITY
By RICHARD W.

Retail Store Visits & Observations
Image courtesy of TSC Global

Insights & Hidden Opportunities
Brief Introduction
 6 stores were visited including 4 retails stores
(supermarkets in this part of the world) and 2
book & music stores.
 Each visit was very insightful and there was a
heightened level of awareness.
 Initially each visit was planned for 15 minutes per
store but most ended up being at least 30 minutes
CAUTION: Due to increased levels of security and
terror awareness, a number of stores did not
allow for photos to be taken with whichever
device. Nonetheless I managed to take a few via
smart-phone.

(continued)
 Out of 6 stores, in only 2 were the staff
openly willing to assist with the purchase
process
 Out of 6 stores, 4 had sales promotions of one
kind or the other.
 One of the stores was newly opened for
business as compared to one which is over 25
years old
 One of the stores had an all-in-one concept
meaning almost every conceivable item was
available

Insights & Hidden Opportunities (continued)
Missed Opportunity-
Great signage; wrong
items
-The footsteps
represent a dairy firm
while the containers
on the shelves are for
an cooking oil brand.
Mismatch!

(continued)
New
Sections/Initiative :
This store has
introduced a new
section for gift items
. Great initiative ( I
bought one of the
chimes after a long
search for the same)

(continued)
Wider Variety:
This store has ginger
beer as one of its
drinks offering wider
variety for the
consumer more than
your usual drinks. It
could also serve as a
supplement for those
not consuming beer.

(continued)
Branding:
This section is branded
by a detergent’s brand
which gives it an aura
of freshness and
identifies with its
colours . It stands out
and is easy to locate
for the consumer. No
merchandisers/promoti
onal staff, it works by
itself!

(continued)
Pilferage:
This is clearly a case of
pilferage or lack of
proper inspection of
shelves denoting laxity
by the management.
The two products are
totally unrelated. It’s
happening right under
regular business
operations

(continued)
o Some stores had personnel who were aloof
to the consumers’ shopping needs.
o Some stores had excess personnel instead of
skeletal staff for higher efficiency.
o One of the similarities included the cash
registers at most exit points for added
security
o Another similarity is the use of music to
enhance the shopping experience. This was in
all stores visited

(continued)
o Safety is still an oversight in some of the
stores. 2 stores had marble tiles which can
be slippery. Fire exits were also not
clearly marked
o For those with personnel willing to assist,
there is a higher incidence of satisfaction
and repeat purchase.
o Most in-store promotions almost serve as
irritants or distractions. In 4 of the stores,
customers completely ignored promotion
staff

(continued)
o There is a lot of copying from various
stores such brand colours, brand slogan/
catch phrase e.g. Store I – Pay less, get
more & Store II – Saves you money
o Every store has a certain work culture that
can work in its favour or against it e.g. in
one store the staff when queried were
willing to guide customer. In another, they
didn’t have a clue and would refer you to
a second or third person

(continued)
o Some stores do listen to suggestions and
ideas from customers e.g. the chimes story – I
had gone to more than 10 outlets in town
looking for chimes. The store that did not
traditionally stock such items now has whole
section which is very popular with customers.
Others don’t bother to listen
o Slow to adapt to creative ways of presenting
merchandise. Another missed opportunity to
get the additional and new business by
appealing to regular and wider customers.

Crash course on creativity assignment ii - observation lab

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