Creativity assignment 2
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The document summarizes observations from a shopping mall in Lagos, Nigeria. It notes the location of the mall and that photos were not allowed inside stores. It then provides responses to questions about various stores in the mall, including descriptions of store entrances, signage, color schemes, flooring, lighting, noise levels, product placement, salespeople, and customers. It concludes with additional observations and opportunities for improvement at the mall.
Creativity assignment 2
- 1. Constrain: I live in an area where there aren’t that many stores. So I have based this assignment on a single shopping mall (with multiple stores of different products). Also, pictures within the store was not allowed, so most of my photos were taken from without. My findings are a general collated output of the Mall as a whole. Shopping Mall Location: City Mall, Onikan, Lagos-Nigeria. Observation Lab If I have ever made any valuable discoveries, it has been owing more to patient attention, than any other talent. Isaac Newton: (1642-1727) Does the store draw you in? If so, Yes. The product racks are stacked and visible from a distance through how? the transparent glass walls. Is the door open or closed? Major entrance is open, minor entrance is closed How does this make you feel? It gives off a slight feeling of restriction How big is the sign lettering and Medium sized and Red colored in what font?
- 2. What does it tell you about the It tells me the store is family biased and targets the consumers of basic store? household goods What is the color scheme of the Yellow and Red store? How does this affect you? The yellow and Red ‘feel’ tells me that everybody is welcome. What type of floor does the store The stores uses ceramic floor tiles. have? How does this affect the For ceramic floor tiles, they easily get dirty because of the number of environment? customer visiting.
- 3. It tells me I don’t have to bother about whether my shoes are clean or muddy, I’m welcome. How high is the ceiling? How does The ceiling is very high. It feels like there’s space to express self. Halls this feel? with high ceiling gives the feeling of ‘there’s room for more’, more people, more customers, more everything.
- 4. How brightly lit is the store? How Most stores are brightly lit (the consumer goods stores), some other does this affect you? stores are dimly lit. Brightly lit stores gives a sense of safety, no danger to trip hazards or someone startling me. How loud is the environment? There are faint distant sounds(noise) reaching the stores What is causing the noise? The Mall is situated beside a fairly busy street. There is also an Event Centre on the floor above the stores; there’s music coming in from an
- 5. ongoing event. Is there music playing? If so, does Music is playing from without the stores and not within the stores. it fit the environment? Is the store warm or cold? Pretty cold Is the store crowed with Crowed with merchandise merchandise or is it sparse? Does the store have a distinctive Smell? Umm, I can’t pick out a distinct smell. No smell? Where is the cash register It is located at the main entrance/exit to the store. located? How visible is the store security? There is a security officer on every aisle of the store How long do you want to stay in I want to get what I want and get out as soon as possible. It has the this store? feeling of, ‘if you stay too long, we’d become suspicious of you’. Does the environment influence It does. This mall is in a highbrow area, and so it is expected to affect the perceived value of the the value of merchandise merchandise?
- 6. How long does it take before a The sales people would normally not initiate contact; contact happens sales person initiates contact? only when you need assistance within the store. Does the salesperson have a I don’t think so script to follow with each customer? Does the salesperson treat So it seems. They seem to be biased based on their perception of what different customers differently? they think your worth is. What is the ratio of salespeople I would put it at approximately 0.5 to customers? Are the salespeople using the This is not exactly visible store products? What age and gender are the Age range is 25-35 employees? Do the salespeople have a Yes uniform? Do the salespeople match the Averagely Yes stores image? What is the first product that you Chocolates notice? Is there a central display table No with featured products? Where are items that are “for Children’s clothing sale” located in the store? How are the products arranged? Function by Function By function? By price? By color? Are there free samples or Largely no free samples
- 7. demonstrations? What products are at eye level? The Most colorful of all the products are at eye level What items in the store are in the Heavier Items, unpopular items, Large surface area items least accessible locations? Where are the most and least The most expensive items are placed farthest from the sales cash expensive products located? register. The least expensive items are closer to the cash register Are the prices of the products Yes they are; tiny but easily located easy to find? Are there impulse items near the Yes. Biscuits and mostly confectioneries. Readily edible items cash register? Are most customers alone or Most are with someone else. with someone else? What is the Most people generally like to go shopping in the company of others relationship? When a customer enters the No, they averagely follow alternative routes store, do they tend to walk in the same path or direction? - What is the average age and 30-40 gender of the customers? How long do customers stay in 10mins the store, on average? Do customer touch the products? Yes, customers touch the products. Is this encouraged? Well, the attendant don’t complain Do most customers appear to be Most are on a mission on a mission or are they browsing? What percent of customers 98% purchase products in the store? Other Observations: Most of the stores have multiple entries and exits and all have glass walls. The products can be viewed from outside. New findings: Each arm of the store with a different product set had a different color scheme Some stores had distinct smell which I never took note of before now Some stores had shopping trolleys. This I never noticed before now (most of the customers shopped without using the trolleys Some stores also had service areas for fast food sales. The hall had balloons hung at the ceiling which I never took note of. The escalator at the center of the mall works only on Saturdays. I thought they never actually work.
- 8. Hidden Opportunities At the main entrance to the City Mall, a banner or poster or billboard can be displayed that contains all the various product lines on offer at the different stores. Product –based music can be played silently in the background of stores. This should make customers want to spend more time in the stores. Service attendants should approach customers immediately they step into the stores and ask for whatever ways they could be of assistance. Security guards in keeping a straight face, must not put on a ‘bully’ look. The store can have a central table with displayed featured products Allowing sampling of products can significantly affect customer perception of the store, positively. Ako Gabriel