STANFORD CREATIVITY COURSEASSIGNMENT #2OBSERVATION EXERCISE

Evgeniy Protopopov

Venues

1. Centro

2. Intertop for Kids

3. Chester

4. Luciano Carvari

5. Lamb

6. Monarch

1. Centro

1. Centro• Centro – shoes and accessories shop.• Comments: Loud music, 80% of visitors – women, staff

doesn’t pay attention to customers, dirty floor, walls, dirty shoes (as if they were returned) on shelves, pink/violet/black/white colors, grey uncomfortable light.

• Good: small thing near the cashier for cross-sales, dig displays both inside and outside of the shop with current promotions, boxes with products beneath the shelves for savings on warehousing facilities.

2. Intertop for Kids

2. Intertop for Kids• Intertop for kids – shoes, clothes and accessories for

kids.• Comments: quiet, store design for kids, colorful elements

and furniture.• Good: cozy light, displays with cartoons for kids, nice and

helpful staff, the first shop where I heard “hi, how can I help you?”.

3. Chester

3. Chester• Chester – shoes and accessories shop.• Comments: simple plastic chairs instead of soft

couch/armchair, staff paying no attention to customers.• Good: stand with different accessories (belts, wallets,

etc.) near the entrance, cozy light.

4. Luciano Carvari

4. Luciano Carvari• Luciano Carvari – shoes shop.• Comments: no attention to customers at all – staff was

busy, not loud music with periodical announcements/advertisements.

• Good: nice design, cozy light, long cashier working as display stand (it seemed to stay in the bar), stylish shoes, stand with current promotions and discounts, stylish chandeliers, boxes under the shelves for savings on warehousing facilities, projector showing video on the outer wall of the shop.

6. Lamb

5. Lamb• Lamb – UGGs shop.• Comments: no staff at the shop for 10 min, 1 small chair

for customers, boxes with shoes above the shelves, quite (no music),

• Good: balloons at the entrance draw attention, stylish furry shelves.

6. Monarch

6. Monarch• Monarch – Shoes shop.• Comments: not cozy light, , a little bit dark, warehouse in

separate area.• Good: flowers make place look nicer, lots of chairs for

trying out and having a rest, helpful and nice staff, accessories near the cashier desk,

Summary | What I like

Helpful and friendly staff

Cozy light

Stylish design

Music (but not very loud)

Chairs/couches for trying things or having a rest (while shopping with wife or girlfriend)

Different displays with current promotions/advertisements

Balloons/flags at the entrance

Candies at cashier desk

Staff in uniform (for ease of identification)

THANKS FOR WATCHING :)