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Ricardo Vidal

A Crash Course on Creativity,

Professor Tina Seelig, Stanford University

6 different stores1. TraumFabrik (restaurant)

2. Apotheke Rüdel (pharmacy)

3. Hard Rock Café (bar)

4. Brasserie Madeira (restaurant)

5. sky (grocery)

6. Film Peter (video club)

TraumFabrik (restaurant)

• Dark lights with candles on the tables (so you abstract the surrounding and focus on the persons with you on the table).

• All the interior is made of wood, what transmit on me a feeling of drinking beer with the food.

• Loud music, so transmit the feeling of partying, the place has a disco inside.

• They have a button on the upper level table so you can call the waitress to came to your table, since the goal is to sell I think is an efficient way of doing it.

Apotheke Rüdel (pharmacy)

• Very bright what can be welcoming because is easy to spot.

• The doors are open, so invite you to go in without any compromise.

• Expensive product are not in exhibition, you have to ask to get them, this can be because of storage limitations on the front store, to prevent for robbers or more likely to force you to talk with the employee (in one hand you are assuming a compromise of buying, and in the other hand you don’t need to loose time browsing and you get your product faster.

Hard Rock Café (bar)

• Employees contact you right after you enter the main door, giving a quite personal touch and making you feel good, as if from that moment you would be talking with a friend of you, so probably more likely to order things.

• You can’t go in/out of the bar/restaurant without first cross the Rock shop where they sell merchandise, so more times you go to the bar more likely you will be to want to buy something on the shop.

• The music is present everywhere, walls, TVs, menu, … , since is a bar with a theme this is likely to make the music fans feel better inside.

Brasserie Madeira (rest.)

• The main door is an automatic opening with movement and after that you have to open other door to get inside the dinning room, this way you receive a first welcome open door and then you assume the compromise of open the next door and stay inside after closing it.

• The waitress brings you some starters for free when you seat, this way you feel more welcomed and more likely to buy something nice, as well as probably giving a better tip in the end.

• The music is quite relaxing, what makes you want to have a nice conversation and stay longer.

sky(grocery)

• Very bright and organized this way you have a clear vision of all the products and do some unconscious browsing, even when you come to buy a list of thinks, you easily end up buying something else more (always with some nice temptations just right before paying).

• With a labyrinth way in, so you always have to follow the same path from entrance till pay, if you try to go back on the middle you will see yourself going against everyone else.

• Cheap product are located near the bottom, so not as easy to take as the expensive ones.

Film Peter(video club)

• Very bright and organized, so you can start browsing right after going inside.

• You will find 10 times more the same movie when is a more expensive one, comparing to only one copy of a cheap one.

• You have to be member to rent, this way then can have a picture of the categories of movies that are more rented, and improve the quantity and variety of that category.

• Near the paying area you can found plenty of extra sweet things and drinks that you usually would buy on cinema.

INSIGHTS and HIDDEN OPPORTUNITIES

Last considerations

Music

Apart from the pharmacy all the stores have ambient music.In general the music transmit a good feeling, relaxing when you are on a restaurant or grocery shop (so you will stay longer and buy more), active on a bar (music is more present and loud), and commercial on a video club (so you go for the movie hits that are the most expensive ones).

Light and brightness

In my opinion the use of the lights and brightness is directly related with the length of time that you want/expect the users/costumers to stay in one place/store.

For example in the pharmacy and in the video club they don’t win nothing on making you stay longer, so they have bright inside so you easily find what you need and buy the product

Browsing

In my opinion the space and the way the products are presented has a huge impact on the fact that you do some browsing or instead you just buy want you intend to.

Can’t be coincidence that you always find the snacks and chips near the beer in the supermarket. The same in the menu of the restaurants where you can expect some grouping (starters, salad, main dish, deserts,…)

Labyrinth

In my opinion the way that you have to go until you finish to buy what you want is direct related with the fact of mission VS browsing.

For instance when you go to a pharmacy you do know what you want and rarely you will buy something extra, so the products are not exposed, you just go and ask for what you want. Contrary with the grocery shop that changes are that you will buy more that you initial pretend to.

Price opportunity

In my opinion is not coincidence that the more expensive products are usually easier to get than the cheapest ones.

For example in the grocery shop the products from the same family normally the more expensive are hard to reach and the cheapest ones are just by the end, so old people will just not go all the way till the bottom and just grab the expensive one.

Yes, now more than ever!

ARE YOU PAYING

ATTENTION?