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7/31/2019 CCoC-2 Paying Attention2
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A Crash Course on Creativi ty Stanford University
Pasrawin T.
A CRASH COURSE ON CREATIVITY
Professor Tina Seelig, Stanford University
Assignment #2. PAYING ATTENTION
1.
2.
3.
4.
5. Government Drugstore
6.
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THEBODY SHOP
The Cosmetic Booth@Siam Paragon
Department storeBKK, Thailand
Before youenter the
store
Does the store drawyou in? If so, how?Yes, by the comfort
and natural theme but too much sellers quite
scared
What does it tell youabout the store?
Natural cosmetics andproducts
Environment
What is the colorscheme of the store?How does this affect
you?Dark green and
wooden makes mefeel safe to use their
products
What type of floordoes the store have?How does this effect
the environment?White tile
(department storefloor)
How high is theceiling? How does
this feel?about 4 meters
How brightly lit isthe store? How does
this affect you?Bright by white neonof department store.
Feel relax and comfort
Is there musicplaying? If so, does it
fit the environment?Music rhythm of
department store
Is the store warm or
cold?Not too much cold or
warm
Is the store crowedwith merchandise or
is it sparse?Crowed, feel tight insuch a small booth
Does the store havea distinctive smell?
No
Where is the cashregister located?
Sided, behind a pole
How long do youwant to stay in this
store ?For looking around,
less than 5 min
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PersonnelHow long does it takebefore a sales person
initiates contact?Immediately
Does the salespersonhave a script to follow
with each customer? No
Does the salespersontreat different
customers differently?Yes
What is the ratio of salespeople to
customers? At that time2:1
What age and genderare the employees?
20-30
Do the salespeople havea uniform? Yes, black
shirt and trouser, black high heels.
Do the salespeoplematch the stores image?
Quite OK. Look professional but not
match their natural theme
ProductsWhat is the first product
that you notice?Promotion sets
Where are items that are for sale located in
the store?Middle front
How are the productsarranged? By
function? By price? Bycolor? Product type and
line
Are there free samplesor demonstrations?
Yes, with green stcker, tryme!!
Are the prices of theproducts easy to find?
Yes, price stickers forevery each product
Are there impulse itemsnear the cash register?Yes ex. lip balm or little
cute things
CustomersWhat is the average age
and gender of thecustomers?
25-35
When a customer entersthe store, do they tend
to walk in the same pathor direction?
No, the shop is small but at that time have a few
customers
How long do customersstay in the store, on
average?3 minutes for lookingaround but may be 10
minuttes if they want tobuy somethings
Do customer touch theproducts? Is this
encouraged?Yes and very much
Do most customersappear to be on a
mission or are theybrowsing?
Both
What percent of customers purchase
products in the store?40%
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Before you enter the store
Does the store draw you in? If so, how? Yes, with beautiful food model and
menu book in front of the restaurant
Is the door open or closed? Open
How does this make you feel? Easier for going in
What does it tell you about the store? Korean style
Environment
What is the color scheme of the store? How
does this affect you?
Red-Black, look luxurious-modern but
quite uncomfortable to sit for a long
time
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What type of floor does the store have? How
does this effect the environment?
Black tile. Get along well with their
theme
How high is the ceiling? How does this feel? About 5 meters, feel airy
How brightly lit is the store? How does this
affect you?
Dim, but each table has ceiling
lighting which making private
How loud is the environment? Not loudly
What is causing the noise? Cooking sound and customers
Is there music playing? If so, does it fit the
environment?
International CD which doesn't fit at
all
Is the store warm or cold? Cold but warm dish can help
Is the store crowed with merchandise or is it
sparse?
Quite sparse
Does the store have a distinctive smell? No
Where is the cash register located? Counter on left front side
How long do you want to stay in this store? Not too long because the service
problem
Does the environment influence the
perceived value of the merchandise?
Yes
Personnel
How long does it take before a sales person
initiates contact?
They called for customers who walked
pass then greeting for coming in
Does the salesperson have a script to follow
with each customer?
Yes
Does the salesperson treat different
customers differently?
No
What is the ratio of salespeople to
customers?
At lunchtime around 1:15
What age and gender are the employees? Both & , around 20 yrs old
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Do the salespeople have a uniform? Yes, strip shirt, black trousers and red
apron
Do the salespeople match the stores image? It's ok
Products
What is the first product that you notice? Food model in the showcase
How are the products arranged? By
function? By price? By color?
By type of food, appetizer, main dish
and desserts
Are there free samples or demonstrations? No
What products are at eye level? No
Are the prices of the products easy to find? Yes, in a menu book
Customers
Are most customers alone or with someone
else? What is the relationship?
No one alone, friends and family
What is the average age and gender? Child:Adult:Elderly = 20:70:10
When a customer enters the store, do they
tend to walk in the same path?
No
How long do customers stay in the store, on
average?
More than an hour
What percent of customers purchase
products in the store?
100%
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Does the store draw you in? If so, how?
Yes, with their red blinking sign
How long does it take before a sales person initiates contact?
May be no, if you don't ask for help
Is the door open or closed?
Open
Does the salesperson have a script to
follow with each customer?
No
How does this make you feel?
Actively
Does the salesperson treat different customers differently?
Yes
What does it tell you about the store?
Active young clothing style
What is the ratio of salespeople to customers?
1:15
What age and gender are the employees?
Both & , 20-25 yrs old
What is the color scheme of the store? How does this affect
Red and white, feel active
Are the salespeople using the store
Yes
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you? products?
What type of floor does the store have? How does this effect the environment?
White department store floor, feel bright and light
Do the salespeople have a uniform? No, but H&M wearing
How high is the ceiling? How does this feel?
About 2.5 meters Do the salespeople match the stores image?
Yes
How brightly lit is the store? How does this affect you?
A lot of spotlight and their white theme are so bright.
How loud is the environment?
Quite loud What is the first product that you notice?
Clothes everywhere!
What is causing the noise?
Customers and greeting from merchandises
Is there a central display table with featured products?
Yes
Is there music playing? If so, does it fit the environment?
Soft rhythms
How are the products arranged? By function? By price? By color?
By category
Is the store crowed
with merchandise or is it sparse? Quite sparse
Where are the most
and least expensive products located? No
Where is the cash register located?
Middle left Are the prices of the products easy to find?
Yes
How long do you want to stay in this store?
An hour
Does the environment influence the perceived value of the merchandise?
Yes
Are most customers alone or with someone else? What is the relationship?
Alone 40: friend and family 60
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What is the average age and gender of the customers?
Child:Teens:Adult:Elderly = 5:25:50:20
When a customer enters the store, do
they tend to walk in the same path or direction?
Sometimes
How long do customers stay in the store, on average?
an hour
Do customer touch the products? Is this encouraged?
Yes
Do most customers appear to be on a mission or are they browsing?
On a misson > browsing
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UNIQLOBefore you enter the store
Does the store draw you in? If so, how?Yes, by the grand opening calling, big promotion sign and bright
atmosphere
Is the door open or closed? OpenHow does this make you feel? Very inviting
What does it tell you about the store? Simple and practical
PersonnelHow long does it take before a sales person initiates contact?Grand opening so, they called for customers from entrance of clothingsection through their store
Does the salesperson have a script to follow with each customer? Notreally
Does the salesperson treat different customers differently?
Yes, depend on their requests
What is the ratio of salespeople to customers? 1:50What age and gender are the employees? Both & , 20-25 yrs oldDo the salespeople have a uniform?Yes, white branded T-shirt and jeans
Do the salespeople match the stores image?Yes
Products What is the first product that you notice? Coat and jacket
Is there a central display table with featured products? YesWhere are items that are for sale located in the store?
All around the shop with big red signs
How are the products arranged? By category
Are there free samples or demonstrations? No
What items in the store are in the least accessible locations? Brato
Are the prices of the products easy to find? Yes
Are there impulse items near the cash register? No
EnvironmentWhat is the color scheme of the store? White and light wooden
What type of floor does the store have? How does this effect theenvironment? Light parquet, feel friendly and free
How high is the ceiling? How does this feel? About 2.5 meters, lightand airy
How brightly lit is the store? How does this affect you?
Brightly white. Feel simple but energetic
How loud is the environment? Quite loud
What is causing the noise? Customers and some promotion calling
Is the store crowed with merchandise or is it sparse?
A lot of merchandises but still quite not enough
Where is the cash register located? On left side wing
How visible is the store security ?
Very obviously with scanners through open wide exit
How long do you want to stay in this store? An hour
Does the environment influence the perceived valueof the merchandise? Yes
CustomersAre most customers alone or with someone else? What is the
relationship?
Friends and family
What is the average age and gender of the customers?
Child:Teens:Adult:Elderly = 10:30:40:20
When a customer enters the store, do they tend to walk in the samepath or direction?
Sometimes
How long do customers stay in the store, on average?
At least half an hour, average 1.5 hour
Do customer touch the products? Is this encouraged?
Yes, very much
Do most customers appear to be on a mission or are they browsing?
On a misson > browsing
What percent of customers purchase products in the store?
80%
.
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UNIQLO
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Government Drugstore
Before you enter thestore:
Personnel:
Does the store draw you in?If so, how?
It seems ok, good looking by bright and clean
How long does it take before
a sales person initiatescontact?
Customers must contact thecounter or may be
sometimes they havereceptionists for greetingand asking the request
Is the door open or closed? Automatic door What is the ratio of salespeople to customers?
Depend on time, may be 1:2at rush hour
How does this make youfeel?
Good and safe What age and gender are theemployees? Both & , 30-50 yrs old
What does it tell you aboutthe store?
Drugstore Are the salespeople usingthe store products? Yes (I think!)
Environment:Do the salespeople have auniform? Yes
What is the color scheme of the store? How does thisaffect you?
Turquoise and white Do the salespeople matchthe stores image? Yes
What type of floor does thestore have? How does thiseffect the environment?
White tile, looks clean and bright Products:
How high is the ceiling?How does this feel?
About 2.5 metersIs there a central display table with featuredproducts?
Left central are cosmeticshowcase
How brightly lit is the store?How does this affect you?
Very brightly by neonHow are the productsarranged? By function? By price? By color?
By pharmacological ordisease group
How loud is theenvironment?
No Are there free samples ordemonstrations? Yes, for cosmetic
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Is there music playing? If so,does it fit the environment?
No Customers:
Is the store crowed withmerchandise or is it sparse?
Crowed at the counter Are most customers alone or with someone else? What isthe relationship?
Alone
Does the store have adistinctive smell?
No What is the average age andgender of the customers? Adult and elderly
Where is the cash registerlocated?
First part of counter. Centralright of store
When a customer enters thestore, do they tend to walk in the same path ordirection?
No
How visible is the storesecurity?
Not much How long do customers stay in the store, on average? 5-10 minutes
How long do you want tostay in this store? Less than 10 minutes
Do most customers appear
to be on a mission or arethey browsing? On a mission (100%)
What percent of customerspurchase products in thestore?
99% (1% left for out of stock or they don't have therequested products)
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Before you enter the store:
Does the store draw you in? If so, how? OK
Is the door open or closed? Automatic door
How does this make you feel? Convenient
What does it tell you about the store? Convenient store
Environment:
What is the color scheme of the store? How does thisaffect you?
Green, red and white
What type of floor does the store have? How doesthis effect the environment? White floor, looks clean
How high is the ceiling? How does this feel? About 2.5 meters
How brightly lit is the store? How does this affectyou?
Brightly by neon
How loud is the environment? Depend on customers
What is causing the noise? Customers and merchandises
Is the store warm or cold? Cool
Is the store crowed with merchandise or is it sparse? Sparse
Does the store have a distinctive smell? No
Where is the cash register located? At the door
How visible is the store security? CCTV everywhere
How long do you want to stay in this store? 5-10 minutes
Personnel:
How long does it take before a sales person initiatescontact?
Immediately greeting
Does the salesperson have a script to follow witheach customer?
Yes
Does the salesperson treat different customersdifferently?
No
What is the ratio of salespeople to customers? 1:0.5-5 depend on time
What age and gender are the employees? Both & , around 20 yrs old
Do the salespeople have a uniform? Yes, green strip shirt and
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trouser
Do the salespeople match the stores image? Yes
Products:
What is the first product that you notice? Bread
Is there a central display table with featuredproducts?
No
Where are items that are for sale located in the
store?
All around the shop with signsand at the cashier
How are the products arranged? By function? Byprice? By color?
By category
Are there free samples or demonstrations? No
What items in the store are in the least accessiblelocations?
Drinks
Are the prices of the products easy to find? Yes
Are there impulse items near the cash register?Yes, a lot such as promotionitems, gums and candies
Customers:
Are most customers alone or with someone else?What is the relationship?
Mostly alone, few friends,couple and family
What is the average age and gender of thecustomers?
Child:Adult:Elderly = 25:65:10
When a customer enters the store, do they tend towalk in the same path or direction?
Sometimes
How long do customers stay in the store, onaverage?
5-10 minutes
Do most customers appear to be on a mission or arethey browsing?
On a mission (90%)
What percent of customers purchase products in thestore?
99%