a crash course on creativity observation lab
DESCRIPTION
A Crash course on creativity observation labTRANSCRIPT
A CRASH C
OURSE ON C
REATIV
ITY
AM I
PAYIN
G ATTE
NTION?
BY
AL E
XA
ND
ER
ST A
RO
VO
YT
OV
OBSERVED
• Food Retailer hypermarket
• 2 x International brand shops
• Retailer for consumer electronic
• Discount shop of sportswear
• DVD, CD shop
MISSED BEFORE AT
Food retailer: How it’s noisy from ventilation systems without musical background
and how it would be good to stream local music with ads It’s smelly on department with fresh vegs, household chemicals. It
would be better to neutralize bad smells and put a few aroma into the air ventilation
MISSED AT
2 x International brand shops How lights flow is used for highlighting shelves with
products That floor and ceiling is important as part of design e.g.
it differ from standard mall floor Smell of new cloths is not always so good even at well-
known shops If there is no straight path for customers within shop it’s
better to put cashier desk in the center Using bright and stylish uniform for salesperson help to
find them at shop floor espesiall if # of salespersons is very low
Putting seasonal offer at entrance is good example what to expect from the shop content
Sale spots should be easily found Differintiation of showcase on men and women
additional message to customers that part of the shop corresponding to male female cloth
MISSED AT
Discount sportswear Now is clear how important to follow
some system to place goods by function, brand etc. If there is a certain system, customers can get the clue to it and follow it
Putting “discount center” word combining to well known brands are producing good effect for customers
MISSED AT:
Consumer electronics retailer Absence of the doors and transparent walls
are welcoming customers (general for all observed shops)
Even if ratio salespersons to customers 8:4 (2:1), salespersons are not initiating contact and not offering assistance by themselves. Number of assisted customers should be part of motivation systems for stuff
MISSED AT:
DVD, CD shop Putting local football club sportswear at
the entrance is quite shocking for customers intending to buy some video or music
It’s important to make new, hit, sales items are easily found at the shop