Creativity Course Observation Test

7/31/2019 Creativity Course Observation Test

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Creativity Course

Observation exercise

Joe Siqueira


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Summary

Trax Art, a skateboard store, could use some impulseitems near the cash.

FAST SHOP, a electronics store, has too manysalespeople.

Di Pollini, a mens shoes store, could be more honest. Centauro, a sports clothes store, could be a little less

confusing.

O Boticrio, a comestics store, should ask their

salespeople to pay more attention to costumers. iPlace, an Applestore-alike, could have more

salespeople training.


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Store #1 Trax Art


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Store #1 Trax Art

Before you enter the store:

Does the store draw you in? If so, how?

Yes, I was attracted by the mannequins setup.

Is the door open or closed?

Store doors are always open in So Paulo, even during winter.

How does this make you feel?

It is a public place, right?

How big is the sign lettering and in what font?

Letters are about 20 cm high; the name is written in a gothic-ish style.

What does it tell you about the store?

We are bizarre, and we are proud of it!


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Store #1 Trax Art - Environment:

What is the color scheme of the store? How does this affect you?

Cool colors, like cream and white. It makes me feel relaxed.What type of floor does the store have? How does this effect the environment?

Big ceramic tiles, reflecting the light. It goes well with the cool colors around.

How high is the ceiling? How does this feel?

As you enter, the ceiling is 5 meters high. There are two opposite entrances. Themiddle part of the store the ceiling is 3,5 meters high.

How brightly lit is the store? How does this affect you?For a store, the usual brightness; neither too bright, nor too soft.

How loud is the environment?

There is surf music playing, but you can talk and listen to what others talk, noproblem.

What is causing the noise?

There is some noise coming from outside the store, that is inside a shopping center.Is there music playing?

If so, does it fit the environment? Surf music totally fits the environment.


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Store #1 Trax Art - Environment:

Is the store warm or cold? Its a little colder than outside the store.

Is the store crowded with merchandise or is it sparse? They sell skateboards, sothey need to have some vacant space to test them.

Does the store have a distinctive smell? No.

Where is the cash register located? In the middle of the store.

How visible is the store security? About 4 or 5 cameras are quite visible.

How long do you want to stay in this store? This is not my favorite place to staylonger than necessary.

Does the environment influence the perceived value of the merchandise?

It does, positively.


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Store #1 Trax Art - Personnel:

How long does it take before a sales person initiates contact? Less than 3 seconds.

Does the salesperson have a script to follow with each customer? No.

Does the salesperson treat different customers differently? He told me so.

What is the ratio of salespeople to customers? One salesperson for every twocostumers.

What age and gender are the employees? 18 up to 30.

Are the salespeople using the store products? Yes.

Do the salespeople have a uniform? Yes.

Do the salespeople match the stores image? They surely do.


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Store #1 Trax Art - Products:

What is the first product that you notice? A safety helmet in theshowcase.

Is there a central display table with featured products? No.

Where are items that are for sale located in the store?There is no forsale location.

How are the products arranged? By function? By price? By color? Byfunction.

Are there free samples or demonstrations? Skateboards can be tested.

What products are at eye level? Backpacks.

What items in the store are in the least accessible locations? Onlyreplacements for items that are in the more accessible locations.

Where are the most and least expensive products located? Mostexpensive item: a basketball board. Least expensive item: a keychain.

Are the prices of the products easy to find? Yes.

Are there impulse items near the cash register? Only behind the cashier.


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Store #1 Trax Art - Customers:

Are most customers alone or with someone else? What is the relationship? Most

of the customers come in couples, like friends, father and son.

What is the average age and gender of the customers? Average age: 20; biggest

gender group is female; the second biggest is gay.

When a customer enters the store, do they tend to walk in the same path or

direction? Yes, due to the layout of the store, narrow and long with two

entrances.

How long do customers stay in the store, on average? About 40 minutes.

Do customer touch the products? Is this encouraged? Yes, they do. They do not

need encouraging.

Do most customers appear to be on a mission or are they browsing? About half

and half.

What percent of customers purchase products in the store? About 60 percent.


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Store #2 FAST SHOP


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Store # 2 FAST SHOP



Yes, I was attracted by a 46-inch TV set.


Store doors are always open in So Paulo, even during winter. But all stores I visitedare inside the same shopping center.



How big is the sign lettering and in what font?Letters are about 30 cm high, in a clean and simple font.


The best electronics products, for the right price


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Store # 2 FAST SHOP - Environment:


Cool colors, like cream and white. It makes me feel at ease and not pushed.What type of floor does the store have? How does this effect the environment?



The ceiling is 5 meters high in all the store.

How brightly lit is the store? How does this affect you?

A little to the brighter side.How loud is the environment?

Almost no noise. There are pods for TV watching.


There is some noise coming from outside the store, that is inside a shopping center.

Is there music playing?

No music.


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Store # 2 FAST SHOP - Environment:

Is the store warm or cold? Its a little warmer than outside, probably because there are

many TVs on.

Is the store crowded with merchandise or is it sparse? The aisles are narrow, but not toonarrow.


Where is the cash register located? In the back of the store.

How visible is the store security? I saw a couple of cameras in the ceiling.

How long do you want to stay in this store? This is not my favorite place to stay longer than

necessary.


Id rather it had less salespeople. They are almost intruding on you all the time.


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Store # 2 FAST SHOP - Personnel:


Does the salesperson have a script to follow with each customer? It seems so.

Does the salesperson treat different customers differently? Yes.

What is the ratio of salespeople to customers? During the time I was there, it lookedlike there were 20 salespeople for only one costumer (me).

What age and gender are the employees? 18 up to 30, both sexes

Are the salespeople using the store products? No.


Do the salespeople match the stores image? I cannot say.


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Store # 2 FAST SHOP - Products:

What is the first product that you notice? A 46-inch TV set with hand movementcontrol by Samsung.


Where are items that are for sale located in the store?There is no for salelocation.

How are the products arranged? By function? By price? By color? By function.

Are there free samples or demonstrations? There are pods for TV demonstration.What products are at eye level? Some TV sets hanging on walls.

What items in the store are in the least accessible locations? Home appliances likeovens, refrigerators and washing machines.

Where are the most and least expensive products located? Most expensive item: abasketball board. Least expensive item: a keychain.

Are the prices of the products easy to find? Yes.Are there impulse items near the cash register? No.


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Store # 2 FAST SHOP - Customers:


of the customers come alone.

What is the average age and gender of the customers? Average age: fifties; both

genders.


direction? No.


Do customer touch the products? Is this encouraged? No, only the salespeople

touch the products. You can touch it, but you see they do not like it.

Do most customers appear to be on a mission or are they browsing? Most are

just browsing.

What percent of customers purchase products in the store? I would guess about

5 percent.


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Store #3 Di Pollini

St # 3 Di P lli i


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Store # 3 Di Pollini



I usually by shoes in a store of the same chain.






Letters are about 20 cm high; the name is written in a clean style.


We are Italians and we know how to make good and comfortable shoes!


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Store # 3 Di Pollini - Environment:


Hot colors, like brown and black. It makes me feel tense.What type of floor does the store have? How does this effect the

environment?

Wood boards. Classy.


The ceiling seems to be very low, because the stock compartment isabove the store.


For a store, a little to the dark side.


Only noise coming from the corridor outside.


Its a very small store, so you are almost outside all the time.

Is there music playing? If so, does it fit the environment? No music.


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Store # 3 Di Pollini - Environment:

Is the store warm or cold? Its cold.

Is the store crowded with merchandise or is it sparse? Shoes everywhere.

Does the store have a distinctive smell? Yes, a leathery smell.


How visible is the store security? I saw one camera.

How long do you want to stay in this store? Not very long.


No.


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Store # 3 Di Pollini - Personnel:

How long does it take before a sales person initiates contact? Immediately, almostbefore I entered the store.



What is the ratio of salespeople to customers? Three salespeople, only one costumer(me).

What age and gender are the employees? All male, older than 35.


Do the salespeople have a uniform? No.

Do the salespeople match the stores image? No.


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Store # 3 Di Pollini - Products:

What is the first product that you notice? A pair of shoes exactly like the one I hadbought one month ago for a very good price. I wanted to buy a second pair!




Are there free samples or demonstrations? No.What products are at eye level? None.

What items in the store are in the least accessible locations? Leather bags.

Where are the most and least expensive products located? No clear separation.

Are the prices of the products easy to find? No.

Are there impulse items near the cash register? Only leather wallets.


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Store # 3 Di Pollini - Customers:

Are most customers alone or with someone else? What is the relationship? Mostof the customers come alone.

What is the average age and gender of the customers? Average age: 40; allmales.


direction? The store is very small.How long do customers stay in the store, on average? About 30 minutes.

Do customer touch the products? Is this encouraged? Yes, they do. They do notneed encouraging.

Do most customers appear to be on a mission or are they browsing? Most of thecustomers want to buy a pair of shoes.


I did not buy another pair of shoes. The price was higher than at another storefrom the same chain.


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Store #4 Centauro

Store # 4 Centauro


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Store # 4 Centauro



Yes, I was attracted by some bikes near the entrance.






Letters are about 60 cm high, very big.


We are a big sports store, you will find whatever you are looking for right here!


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Store # 4 Centauro - Environment:


Cool colors. It makes me feel relaxed.What type of floor does the store have? How does this effect the

environment?

Big ceramic tiles, reflecting the light. It goes well with the cool colorsaround.


Very high, about 5 meters everywhere.


Very bright. I do not like it.


Almost no noise.


No music.


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Store # 4 Centauro - Environment:

Is the store warm or cold? Its a little warmer than outside the store.

Is the store crowded with merchandise or is it sparse? Its crowded with merchandise andI could not find a pattern.

Does the store have a distinctive smell? Maybe.


How visible is the store security? I did not see any cameras. There must be people watchingthe customers.

How long do you want to stay in this store? Not much.


The intention is to think the prices are reasonable, since the environment is so simple. But theyare not.


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Store # 4 Centauro - Personnel:




What is the ratio of salespeople to customers? About one salesperson for every twocostumers.

What age and gender are the employees? 18 up to 30, both genders.



Do the salespeople match the stores image? They do.


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Store # 4 Centauro - Products:

What is the first product that you notice? Some bicycles near the doors.Is there a central display table with featured products? No.

Where are items that are for sale located in the store?There is no forsale location.

How are the products arranged? By function? By price? By color? Byfunction, as much as I could guess.

Are there free samples or demonstrations? No.

What products are at eye level? Shoes.

What items in the store are in the least accessible locations? Sportglasses and watches.

Where are the most and least expensive products located? Most

expensive item: watches inside a glass case. Least expensive item:socks below eye level.

Are the prices of the products easy to find? Yes.

Are there impulse items near the cash register? Some.


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Store # 4 Centauro - Customers:


of the customers come in couples, like friends, father and son.

What is the average age and gender of the customers? Average age: 30, mostly

male.


direction? Yes, actually there is a path like a running track inside the store.



need encouraging.


and half.



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Store #5 O Boticrio

Store # 5 O Boticrio


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Store # 5 O Boticrio



I was looking for a store with a distinctive smell.








We use the same font as our main competitor, (Natura) so our products are as goodas theirs, but we sell a little cheaper!


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Store # 5 O Boticrio - Environment:


Hotcolors. It makes me feel like I am in a party.What type of floor does the store have? How does this effect the

environment?

Wood boards. It goes well with the hot colors around.


It seems to be very low.How brightly lit is the store? How does this affect you?

For a store, a little to the dark side.


The salespeople are talking very loudly among themselves.

What is causing the noise?The sales girls are ignoring me.


No.


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Store # 5 O Boticrio - Environment:

Is the store warm or cold? Its a little hotter than outside the store.

Is the store crowded with merchandise or is it sparse? Its crowded with merchandise.

Does the store have a distinctive smell? Yes, a very sweet perfum.

Where is the cash register located? At the back of the store.

How visible is the store security? No security is visible.

How long do you want to stay in this store? The perfume is too sweet, the sales girls talktoo much, they have decided I am not going to buy anything, they want me to leave.

Does the environment influence the perceived value of the merchandise?It does, negatively.


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Store # 5 O Boticrio - Personnel:

How long does it take before a sales person initiates contact? No contact.

Does the salesperson have a script to follow with each customer? I cannot say.

Does the salesperson treat different customers differently? Probably.

What is the ratio of salespeople to customers? I could not stay inside long enough toget that info.

What age and gender are the employees? 18 up to 40.



Do the salespeople match the stores image? Not the image I have for this store.


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Store # 5 O Boticrio - Products:

What is the first product that you notice? A basket of soaps near the doors.Is there a central display table with featured products? No.



Are there free samples or demonstrations? You probably can test the perfumes;

What products are at eye level? Everything seems to be at eye level.What items in the store are in the least accessible locations? I could not get that

info.

Where are the most and least expensive products located? Mixed with all the othermerchandise.

Are the prices of the products easy to find? No.

Are there impulse items near the cash register? No.


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Store # 5 O Boticrio - Customers:



What is the average age and gender of the customers? Average age: 30, mostly

female.


direction? The store is very small.

How long do customers stay in the store, on average? I stayed for 2 minutes.

Do customer touch the products? Is this encouraged? No they usually dont.

They ask for a salesperson to get it for her.


and half.

What percent of customers purchase products in the store? I could not get that

info.


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Store #6 iPlace

Store #6 iPlace


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Store #6 iPlace



I needed to buy a cable adapter for my iPad.








We are not an AppleStore, but there are no AppleStores in Brazil, so be resigned!


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Store # 6 iPlace - Environment:


Cool colors, like cream and white. It makes me feel relaxed.

What type of floor does the store have? How does this effect the environment?



the ceiling is 5 meters high. It is as much like an AppleStore as possible.


For a store, the usual brightness; neither too bright, nor too soft.How loud is the environment?

No sounds.


No sounds.


No music.


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Store # 6 iPlace - Environment:

Is the store warm or cold? Its a little colder than outside the store.

Is the store crowded with merchandise or is it sparse? Very sparse.



How visible is the store security? I could not detect any store security.

How long do you want to stay in this store? Is is an agreeable place to browse,not to buy.


It does, positively.


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Store # 6 iPlace - Personnel:



Does the salesperson treat different customers differently? He probably does.

What is the ratio of salespeople to customers? One salesperson for every costumer.

What age and gender are the employees? 18 up to 30. Both genders.



Do the salespeople match the stores image? They do.


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Store # 6 iPlace - Customers:



What is the average age and gender of the customers? Average age: 30s, both

genders.


direction? No.



need encouraging.


and half.


Documents

Creativity Course Observation Test