Crash Course on creativityAssignment 2: Paying attentionStores that have been visited1. UNI-QLO: Observations:

High brightness but with cold feeling, pop music was dynamic and for youngstersSalespeople are young but less service owing to 10: 1 ratio between sales and customers

2. TASTE HYPERMARKET ObservationsSalespeople unmatched {50-year old lady with the high-tier brand name of “TASTE” for the young it is just like another normal supermarket}The least accessible is placed with the necessitiesWarm feelings {brown floor/ roof but no music}

Crash Course on creativityAssignment 2: Paying attention3. MARK & SPENCER ObservationsCold feeling, soft music and the

Salesperson was in sync with the

White-collars workers sitting in the office

Sales: customer ratio = 1:1 as I am the only customer !!!

Location, location, location, as the store in a very poor location

Shirts with price that mostly suited targeted customers was placed at eye level

The least accessible zone was placed with goods

having lowest profit margins—socks/ ….or changing rooms

Crash Course on creativityAssignment 2: Paying attention4. FORTRESS HOME APPLIANCES SHOP

ObservationsSalesperson: Age 35 on average, Male and

not advised to touch the merchandise before buying

Products were arranged by functions and the atmosphere is warm but without music

I go into that store not owing to the store design but only because there are many people inside—salesperson to customer ratio= 1:15

Crash Course on creativityAssignment 2: Paying attentionOther Stores that have been visited but with similar findings like the above 5. WATSON’S DISPENSARY which has the similar aspects as “TASTE HYPERMARKET{similar findings}

6. H&M: observed findings not too far away than UNI-QLO will not repeat here

Summary

INSIGHTS/ SURPRISES:

The goods that are most accessible (eye level) are within the expected price of those targeted customers and is deliberately placed on the appropriate for them

The least accessible locations usually placed with necessities {e.g. spaghetti/ rice / tissues inside a supermarket}

INSIGHTS/ SURPRISES:

The most expensive items were placed near the cash register, how the consumers asked many questions and then make a decision if placed so near to the venue of transactions

The matching between the salespeople and the targeted shoppers, in terms of age, gender, gesture, dressings, way of speaking, even height and weight or hairstyle, the overall image

INSIGHTS/ SURPRISES:

Impulsive items are usually located near to the cash register

Featured items are usually placed near to the entrance of the store for which those are matching the corresponding seasons or festival related

Featured items

 

HIDDEN OPPORTUNITIES IN PLAIN SIGHT:

Put a small display table very near to the cash register, so that people can see some featured products during lining up {normally lining up process, people has nothing to do}

Bring a different shopping experience to the shoppers by dividing the whole store into different zones [like Disney] and that particular zones should be blended with different but appropriate music and suitable smell

 HIDDEN OPPORTUNITIES IN PLAIN SIGHT:

Put a small TV near the cashier to show the commercial/ display of discounted items

Place a small TV so That consumers can Get idea if need to buyMore things

Place a table to show featured Product so that ppl can see In its lining up, more patience

 HIDDEN OPPORTUNITIES IN PLAIN SIGHT: Change the whole path of the shoppers into a full entertaining experience, by using Shopper’s Guidance system—arrows/ direction indicators on the floor with funny figures [it will be particularly useful for store that targeted customers without a mission]. The path should be well designed so as to retain the customers stay at that store at the longest possible time