paying attention, by part of 2nd assignment with prof. tina seelig, stanford uni. a crash course on...
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Part of 2nd Assignment with Prof. Tina Seelig, Stanford Uni. A Crash Course on Creativity - By Khalid AL-KhatebTRANSCRIPT
PAYING ATTENTION EXERCISES 2
Stanford University – Prof. Tina SeeligA Crash Course on Cretivity By Khalid [email protected] 30th October 2012
“If I have ever made any valuable discoveries, it has been owing more to patient attention, thanany other talent”
Isaac Newton: (1642-1727)
Assignment “Individual”
1- Go to at lest 6 different stores – spend time
2- Create a presentation that capture my INSIGHTS
a- What types of things I had missed before?
b- What were my biggest surprises?c- Are there opportunities I never noticed
before?
Methodology 1 I have visited 7 shops in Two different malls Why did I choice these shops; I know them very well Inside-
Out, I buy from them so often, I visit them at least twice a month for my personal shopping , and they are my favorite shops. 7 seven shops; HUGO BOSS, Burberry, Diesel Jeans, MARINA EXOTIC HOME INTERIORS, Mont Blanc, Saks Fifth Avenue & Tobacco Road Cigars
Visited Two Different Malls; AlSeef Mall (Owner's by Government) and City-Center Mall (Foreigner Investors)
Spend more than 30 to 45 minuets in each shop I had prepare a “Observation Record Sheet” in my iPAD With my iPhone camera I walked inside the shops different path and direction I was more giving to more attention and observation than
usually I do Other Observations; see next slide
Methodology 2
Other Observations ; A- Look and Feel- Branding - Marketing materials; Posters, Flyers, etc.. - Corporate Identity - Ambiance- Lights- Sound- Cleanliness - Smell - World Wide - StrandedB- Shop - layout - Products Display- Variety & Selection of Products- Cost & Prising Value - Location - Easy to reach - Signage - Stranded – World wide C- Management & Assistants: - Shop Assistant | looks and Tidy - Shop Assistant Knowledge - Language - Shop Assistant Beavertail & Attitude - Shoppers – Crowed - Management
Observations 1- Before Enter The Store (Alphabetical Order) References BOSS
HUGO BOSS
Burberry Diesel Jeans
MARINA EXOTIC HOME INTERIORS
Mont Blanc
Saks Fifth Avenue
Does the store draw you in? If so, how?
Yes, the outlook and the color
Yes, the windows collection display
No Yes, Yes, the windows collection display I love wood
No No
Is the door open or closed
open open open open open Open
How does this make you feel?
Alright & welcoming
Alright & welcoming
alright Nice, & welcoming
Nice & welcoming
ok
How big the sign lettering & in what font?
Large font and clear
Large font but not clear , they go with Brand color theme
Large font and clear
Large font and clear
Large font and clear
Large font and clear also in Arabic language
What does it tell about the store?
Sold Color is very luxury brand
Creating a culture-centric environmentLuxury brands understand the value of creating a customer service experience in which everyone in the company participates in.
Casual, for young adult
Colorful , Exotic stylish
Luxury wallets and pens also lather accessories items
Its so big I got lost , inner signage is poor
Tobacco Road Cigars
Yes, lovely Habana Cigars display,
open
Nice & welcoming
Small font but clear
Cozy, frrenadly
Observations 2- Environment 1
References BOSS HUGO BOSS
Burberry
Diesel Jeans
MARINA EXOTIC HOME INTERIORS
Mont Blanc
Saks Fifth Avenue
Tobacco Road Cigars
What is the color scheme of the store? How does this affect you?
Its nice, so formal, too dark
Nice colorful attractive
Nice colorful, too casual, friendly colors
Nice colorful, soled wood mix with copper give nice feelings
Nice, different color with new line of accessories
Multicolor, different brands
Colorful with different Cigar brand with different color bands
What type of floor does the store have? How does this effect the environment?
Same marble like the Mall floor, same feelings
Same marble like the Mall floor, same feelings
Same marble like the Mall floor, same feelings
Same marble like the Mall floor, same feelings
Same marble like the Mall floor, same feelings
Same marble like the Mall floor, same feelings
Wood floor nicre
Observations 2- Environment 2
References BOSS HUGO BOSS
Burberry
Diesel Jeans
MARINA EXOTIC HOME INTERIORS
Mont Blanc
Saks Fifth Avenue
Tobacco Road Cigars
How high is the ceiling? How does this feel?
Too high, feel cold
Too high, feel cold
Low nice layout
Cozy Nice , feel warm
Too high, feel cold
Too high, feel cold
Cozy Nice , feel warm
How brightly lit is the store? How does this affect you?
Its not bright too dark, feel bad
Colorful very bright , feel nice
Colorful very nice
Colorful very nice cozy
Bright Too much bright
Nice bright
How loud is the environment?
Quiet Quiet Nice with music
quiet Quiet Music but not nice , its huge you feel too loud
Quiet
Observations 2- Environment 3
References BOSS HUGO BOSS
Burberry
Diesel Jeans
MARINA EXOTIC HOME INTERIORS
Mont Blanc
Saks Fifth Avenue
Tobacco Road Cigars
What is causing the noise?
Quiet Quiet Music Quiet Quiet Music and people
Quiet
Is there music playing? If so, does it fit the environment?
No No Yes, and its nice goes with environment
Quiet Quiet Music but does NOT go with environment
Quiet
Is the store warm or cold?
Fair Fair Fair Fair Fair Fair Worm
Is the store crowed with merchandise or is it sparse?
merchandise
merchandise
merchandise
merchandise
merchandise
sparse merchandise
Observations 2- Environment 4
References BOSS HUGO BOSS
Burberry
Diesel Jeans
MARINA EXOTIC HOME INTERIORS
Mont Blanc
Saks Fifth Avenue
Tobacco Road Cigars
Does the store have a distinctive smell?
no no Omm cloth
Woody, and vintage smell
Lather goods
Perfumes Tobacco
Where is the cash register located?
Near the entrance right hand
In the entrance center
In the back middle
In the middle center
Near the entrance right hand
Every where? Side center
How visible is the store security?
Non Non Non Non Non Very visible in the entrance
Non
How long do you want to stay in this store?
Not long 15-20 m
Not long 15-20 m
Not long 15-20 m
Long 30-45m No t long 15-20m
Long 20-30 Long 20-30m
Does the environment influence the perceived value of the merchandise?
yes yes yes yes yes NO yes
Observations 3- Personnel 1
References BOSS HUGO BOSS
Burberry
Diesel Jeans
MARINA EXOTIC HOME INTERIORS
Mont Blanc
Saks Fifth Avenue
Tobacco Road Cigars
How long does it take before a sales person initiates contact?
Immediately,
Immediately,
Not fast 5m to ask if you need help
Immediately,
Immediately,
Not fast 5m to ask if you need help
Immediately
Does the salesperson have a script to follow with each customer?
no yes no no yes no no
Does the salesperson treat different customers differently?
no yes no no yes yes no
Observations 3- Personnel 2
References BOSS HUGO BOSS
Burberry
Diesel Jeans
MARINA EXOTIC HOME INTERIORS
Mont Blanc
Saks Fifth Avenue
Tobacco Road Cigars
What is the ratio of salespeople to customers?
5 to 10 (50%)
5 to 10 (50%)
3 to 10
5 to 10 (50%)
5 to 10 (50%)
5 to 10 (50%)
1 to 5
What age and gender are the employees?
End of 20’s male more than female
End of 20’s male more than female
Early of 20’s male NO female
End of 20’s male more than female
Early of 30’s male more than female
End of 20’s female more than male
End of 20’s Male
Are the salespeople using the store products?
Yes No yes N/A yes yes N/A
Observations 3- Personnel 3
References BOSS HUGO BOSS
Burberry
Diesel Jeans
MARINA EXOTIC HOME INTERIORS
Mont Blanc
Saks Fifth Avenue
Tobacco Road Cigars
Do the salespeople have a uniform?
yes yes no yes yes yes no
Do the salespeople match the stores image?
yes yes Yes yes yes yes yes
Observations 4- Products 1
References BOSS HUGO BOSS
Burberry
Diesel Jeans
MARINA EXOTIC HOME INTERIORS
Mont Blanc
Saks Fifth Avenue
Tobacco Road Cigars
What is the first product that you notice?
Shoes Shirts Jeans
Oak Wood table
Lather wallet
Perfume Cigars
Is there a central display table with featured products?
Yes, new arrivals
no Yes, Sale
no no No no
Where are items that are “for sale” located in the store?
In the middle
Within In the middle
Within within
In the sides n/a
Observations 4- Products 2
References BOSS HUGO BOSS
Burberry
Diesel Jeans
MARINA EXOTIC HOME INTERIORS
Mont Blanc
Saks Fifth Avenue
Tobacco Road Cigars
How are the products arranged? By function? By price? By color?
By function
By function
By price
n/a By function
By function
n/a
Are there free samples or demonstrations?
n/a n/a n/a n/a n/a Yes small perfumes
n/a
What products are at eye level?
Shirts Men's section t-shirts
jeans
Pictures wallets Perfumes
Cigars
Observations 4- Products 3
References
BOSS HUGO BOSS
Burberry
Diesel Jeans
MARINA EXOTIC HOME INTERIORS
Mont Blanc
Saks Fifth Avenue
Tobacco Road Cigars
What items in the store are in the least accessible locations?
T-shirts n/a shoes
Curtain fabric
Brief bag
Men’s Underwear
Cigarettes
Where are the most and least expensive products located?
n/a n/a Front n/a n/a n/a Front , vintage cigars in the back
Are the prices of the products easy to find?
no no yes yes no no yes
Observations 5- Customers References BOSS
HUGO BOSS Burberry Diesel
Jeans MARINA EXOTIC HOME INTERIORS
Mont Blanc
Saks Fifth Avenue
Tobacco Road Cigars
Are most customers alone or with someone else? What is the relationship?
Individual
Couples
Individual
Family and couples
Individual
Mix, most of it women
Individuals, male
What is the average age and gender of the customers?
From 30’s and up
From 30’s and up
Young adults
Family with kids 30’s
30’s and up
Women from 20’s
21 ‘s by law
3- When a customer enters the store, do they tend to walk in the same path or direction?
tend walk direction
tend walk direction
No pattern
tend walk direction
tend walk direction
No pattern
tend walk direction
How long do customers stay in the store, on average?
20-30m 20-30m
20-30m
30-40m 20-30m
30-40m 10-20m
Do customer touch the products? Is this encouraged?
yes yes yes Not all items
yes yes yes
Do most customers appear to be on a mission or are they browsing?
mission mission
Browsing
Browsing
Browsing
Browsing
Mission
What percent of customers purchase products in the store?
30% 30% 60% 40% 30% 40% 90%
Observations 6- Other Observations
References
BOSS HUGO BOSS
Burberry Diesel Jeans
MARINA EXOTIC HOME INTERIORS
Mont Blanc
Saks Fifth Avenue
Tobacco Road Cigars
Stocks and Collocation
Old New always
New
New old old Fresh
Ambiance
nice nice nice nice nice nice nice
World Wide - Stranded
Not the same
same Same
Same same
Not the same
Same
Layout Not that good
Nice cozy nice nice nice huge Nice cozy
Variety & Selection of Products
Limited
Limited Good varieties
good Limited
Very limited good
My New Observations What types of things I had missed before? & What were my
biggest surprises? 1- Saks Fifth Avenue SFA (Bahrain) They Have Kids
Department http://www.youtube.com/watch?v=SVln0VmBsr4 2- I have observe some products , I did not know they are here; A-Diesel Jeans they have Motorbike Helmet . Also they have
big collection of different line of clothes too. B-Montblanc they have new line of women accessories same like CD.
C- BOSS they have big collection for women D- SFA they have Kids department, and Arabic Traditional
Cloth called “Thoub” E- MARINA EXOTIC HOME INTERIORS the sell carpet & rugs too F- Some of salesperson they can speaks Arabic too G- Tobacco Road Habana Cigar Shop; they sell Dominican
Cigar too? I thought always they sell ONLY Cuban Cigars H- All international Brands Shops they DO NOT HAVE Same
Standard world wide?
Outcome & Recommendations 1- Why retailers need to focus on customer
experience; http://www.youtube.com/watch?feature=player_embedded&v=SY7UrYOvkc0#!
2- TRAINING LUXURY RETAIL STORES AND CUSTOMERS EXPECTATIONS;
http://www.youtube.com/watch?feature=endscreen&v=R9mLz2AAs8s&NR=1
3- A New Age of Luxury Retailing: Brand Expectations; “LMVH” http://www.youtube.com/watch?v=kAGUJigMHns&feature=related
4- Tour in Knightsbridge, London: Chanel, Dior, Jimmy Choo, Burberry, Harrods, Louis Vuitton, D&G ;
http://www.youtube.com/watch?v=bFrISE9Ho1w
Are there opportunities I never noticed before?1- SFA can open a Café in association with Prime
(High-End) Café brand-name , it’s a good opportunity , they have the space and the customers base too. Middle-East cutler permit relax life
2- Tobacco Road Habana Cigar ; they can open a Cigar Bar, in the edge of the mall , and it will be a killer business , we need one.
3- E- MARINA EXOTIC HOME INTERIORS , they can open Café too, it will be wow, with Exotic food and drinks association
Appendices 7 Seven shops with some pictures and
logos; 1- HUGO BOSS2-Burberry3- Diesel Jeans,
4- MARINA EXOTIC HOME INTERIORS5- Mont Blanc6- Saks Fifth Avenue 7- Tobacco Road Cigars
Thank You For Your Time
Hugo Boss AG is a German luxury fashion and style house based in Metzingen, Germany. It is named after its founder, Hugo Boss (1885–1948).
BURBERRY
The Craftsmanship Behind Burberry 121 Regent Street, London;http://www.youtube.com/watch?v=3MxLpHENuQg Burberry Group plc (LSE: BRBY) is a British luxury fashion house, distributing clothing and fashion accessories and licensing fragrances. Its distinctive tartan pattern has become one of its most widely copied trademarks. Burberry is most famous for its iconic trench coat, which was invented by founder Thomas Burberry.[2] The company has branded stores and franchises around the world, and also sells through concessions in third-party stores. HM Queen Elizabeth II and HRH The Prince of Wales have granted the company Royal Warrants. The Chief Creative Officer is Christopher Bailey. The company is listed on the London Stock Exchange and is a constituent of the FTSE 100 Index.
http://en.wikipedia.org/wiki/Burberry
DIESELDiesel is a well known Italian clothing company originally specializing in jeans and other items of casual clothing for the young adult market. The brand has since its inception moved on to all sorts of fashion accessories such as fragrances, shoes, underwear, watches and jewelry, having even recently developed a highly desirable limited edition version of the new Fiat 500 alongside Fiat with dark urban colours, denim seats, chrome diesel logos and other styling touches. The company is based in Molvena in northern Italy and was founded by Renzo Rosso in 1978
http://www.american-drugstore.ch/jeans-diesel/diesel-jeans.html
MARINA EXOTIC HOME INTERIORS
Founded by the stationer Claus-Johannes Voss, the banker Alfred Nehemias and the engineer August Eberstein in 1908, the company began as the Simplo Filler Pen company producing up-market pens in the Schanzen district of Hamburg. Their first model was the Rouge et Noir in 1909 followed in 1910 by the pen that was later to give the company its new name, Montblanc. The Meisterstück name (English: "Masterpiece", the name used for export) was used for the first time in 1924, for the top lines of fountain pens. Today, the Montblanc brand is on other goods besides pens, including watches, jewellery, fragrances, leather goods and eyewear.The company was acquired by Dunhill in 1977, following which lower price pens were dropped and the brand was used on a wide range of luxury goods other than pens.[1]
Today Montblanc forms part of the Richemont group. Its sister companies include luxury brands Cartier, Van Cleef & Arpels, Chloé, and Baume et Mercier. Montblanc is owned, through Richemont, by the South African Rupert Family. http://en.wikipedia.org/wiki/Montblanc_(company)
Dreaming of a unique specialty store synonymous with fashionable, gracious living, Horace Saks and Bernard Gimbel opened the first Saks Fifth Avenue in 1924 in what was then a primarily residential district of Manhattan along a stretch of upper 5th Avenue between 49th and 50th Streets. By offering the finest quality men's and women's fashions and placing an emphasis on exceptional customer service, Saks Fifth Avenue would eventually become the byword for taste and elegance.When Adam Gimbel became President of Saks Fifth Avenue in 1926, he brought with him the imaginative foresight that carried Saks Fifth Avenue to extraordinary success. His first action was to redecorate the entire flagship store, creating a series of luxurious specialty shops within a grand space — a formula that has changed the face of the American retail industry ever since. His national aspirations for Saks Fifth Avenue led to the openings of additional branch stores from coast to coast throughout the next several decades. As Saks Fifth Avenue expanded, new and innovative brands . were introduced, cementing Saks’ status as a key American icon in luxury retailing. Notable launches at Saks Fifth Avenue included Estée Lauder’s cosmetics line in the 1940s, America’s first Dior Boutique in the 1970s and Donna Karan’s debut collection in the 1980s. http://hambrechtoleson.com/bahrain.html
Tobacco Road Cigar Shop