A Crash Course on Creativity By Professor Tina Seelig Stanford University Observation Lab Individual Assignment Oct12 By Nandakumar R Store
e Observation Data Before you enter the store:
Does the store draw you in? If so, how?
Star Bazaar Yes Helps to spend less Titan One Yes Display of new sub-brand Toy Shop Yes Colourfull display Caf Coffee Day Yes Ambience Croma Yes Festive discounts Fashion Big Bazaar Yes Voucher schemes
Is the door open or closed?
Open Open Open Open Open Open
How does this make you feel?
Inviting Inviting Inviting Inviting Inviting Inviting
How big is the sign lettering and in what font?
Large & letter 'A' is designed as Star which means the store No sign lettering in front Large & bright letter engraved
Large & visible for the store size
Large awareness
Bold & Visible
What does it tell you about the store?
Economic store that is 'One Stop Shop for Household items'
Brand name
Big brand
Brand value
Style statement
Environment:
What is the color scheme of the store? How does this affect you?
Red & Black Catchy Red, White, Golden & Black Attractive Light brown & white Able to see the products better Red & White Good feeling Green blue Soothing to eyes Orange Red To try
What type of floor does the store have? How does this effect the environment?
Tiled with semi polished & light coloured Polished light coloured tiles Polished light coloured tiles Able to see the path Moderate coloured Goes well with the ambience Polished light coloured tiles Dark polished
Reflects light
Reflects light
Easy to move
No effect
How high is the ceiling? How does this feel?
Low umbrella & normal inside Refreshing & party scenario Average height
Great height Feel like in a huge store
Average height No particular feeling
Average height No particular feeling
Average height
No feelings
Nothing
How brightly lit is the store? How does this affect you?
Good lighting around It helps in easy finding of product groups Colourful Brightly lit Low lighting Well lit Not bright but dull lighting
Inviting
Hits the eyes
Gives privacy
Easy to find products
Need to search
How loud is the environment?
Above normal Silent or low voice No noise Audible music High No noise
What is causing the noise?
Customers, staff & movement Noise of the music Music Customers, Staff & Music
Is there music playing? If so, does it fit the environment?
No Yes Yes No No No Yes Yes Yes No No No
Is the store warm or cold?
Warm Cold Warm Warm Cold Cold
Is the store crowed with merchandise or is it sparse?
Crowded It is sparse Crowded Sparse Crowded Crowded
Does the store have a distinctive smell?
No No No Yes Yes Yes
Where is the cash register located?
Near the exit points on one side of the store's entire length In the middle of the store
In the middle to a side
Near the entrance
Inside in a corner
Near the entrance
How visible is the store security?
Visible at Entry point, Cash register & Exit points No visibility Visible at entrance & exit Visible at entrance & Exit
No visibility
No visibility
How long do you want to stay in this store?
1-2 hours 15 minutes 20 minutes 45 minutes to 1 hour one hour 1 hour
Does the environment influence the perceived value of the merchandise?
Yes Yes Yes Yes Yes Yes
Personnel:
How long does it take before a sales person initiates contact?
No one initiates for the entire shopping experience
5 seconds
2 seconds
Half a minute
2 minutes
15-20 seconds
Does the salesperson have a script to follow with each customer?
Yes Yes Yes Yes Yes
Does the salesperson treat different customers differently?
Yes Yes No Yes Yes
What is the ratio of salespeople to customers?
3 salespeople to every 10 customers 2 salespeople to every 3 customers 1 salespeople to every 2 customer 1 salespeople to every 9 1 salespeople to customers every 5 customers 1 salespeople to every 7 customers
What age and gender are the employees?
Average age of 25 years and Male to Female ratio of 7 : 4 Average age of 20 years & Male to Female ratio of 1:1 Average age of 2324 years & Male to Female ratio of 3 : 10
Average age of 30 years & Male to Female ratio of 3:2
Average age of 22 years & female
Average age of 25 years & Male to Female ratio of 1 : 4
Are the salespeople using the store products?
Yes Yes No Yes Yes Yes
Do the salespeople have a uniform?
Yes No No Yes Yes No
Do the salespeople match the stores image?
Yes No No Yes Yes No
Products:
What is the first product that you notice?
Rain coat Latest product Toy bike Coffee TV T-Shirt
Is there a central display table with featured products?
No Yes No Yes Yes Yes
Where are items that are for sale located in the store?
Immediately on entering & all across Immediately on entering Immediately on entering & all across Near the cash counter All across All across
How are the products arranged? By function? By price? By color?
By function with distinct color to each group None but by brands By function By function and Colour By function & then colour & then price
By function
Are there free samples or demonstrations?
No No Yes No Yes Yes
What products are at eye level?
Most products 5% of products Most products Most products 50% products 50% products
What items in the store are in the least accessible locations?
All items are accessible easily Expensive & bigger toys All items are accessible easily Expensive small sized items small sized items
Expensive ones
Where are the most and least expensive products located?
They are located within the group itself with no special layouts for them Most Expensive ones are near the cash counter while the least are near the display Most expensive is difficult to access while Least expensive is easily accessible
Same place
All across
All across
Are the prices of the products easy to find?
Yes Yes No Yes Yes Yes
Are there impulse items near the cash register?
Yes No No Yes Yes Yes
Customers:
Are most customers alone or with someone else? What is the relationship?
With someone else Alone Family members such as Spouse, parents or kids With someone else Family members such as Spouse, parents or kids With someone else Alone With someone else
Friends, Colleagues, Family
Spouse, kids, friends
What is the average age and gender of the customers?
Average age of 30 years & Male to Female ratio of 4.5 :1 Average age of 3235 years & mostly female
Average age of 35 years & mostly female
Average age of 30 years & mostly male
Average age of 32 years & mostly male
Average age of 2830 years & mostly male
When a customer enters the store, do they tend to walk in the same path or direction?
Yes Different directions No No No No
How long do customers stay in the store, on average?
1-2 hours 15-20 minutes 30 minutes 1-1.50 hours 45minutes to one hour 1-2 hours
Do customer touch the products? Is this encouraged?
Yes Yes Yes Yes Yes Yes No No Yes Yes Yes Yes
Do most customers appear to be on a mission or are they browsing?
On a Mission Both Mostly browsing On a Mission Browsing Mostly on a Mission
What percent of customers purchase products in the store?
95% customers purchase 50% customers purchase 33% customers purchase 100% customers purchase 25% customers purchase 80% customers purchase
Other Observations:
Size is not as per standard & differs hence trial is mandatory Poorly lit looses enthusiasm with customers
Special added services to grind cereals without cost
There is a service counter for repair
A cafeteria & a bakery for refreshments A shop in shop pharma shop A shop in shop jewellery shop is closed Colourfully decorated creating a festive mood
Seating could be rearranged for a meeting Choice to customers to stay inside or get fresh air outside
Each product group has special colours which are bright and inviting Salespeople are intelligent & most are able to identify between Real purchasers & Browsers
