Are You

Paying Attention?

Observation LabAssignment #2

Crash Course on CreativityBy Lim Min Chern

Generally in Singapore, it is not easy to take photographs when inside a store, unless permission is given ( or requested from through official means )… Hence, on occasions when photo-taking is less permissible, I have taken the liberty to search for them on the internet. Many thanks to the various sources I found…

Disclaimer

A picture tells a thousand words…

Unfortunately I am not a master of the craft of photo-taking… so please forgive my amateurish attempt…

The first store that greeted me

as I entered the mall…

Promotion Poster

Open ConceptDemonstration

Kitchen

Product selection includes

beverages

Bright lighting

Wide selection; clear, clean

displays

Overall experience : Let’s get talking about Bread!!!

Novel product selections

showcasing innovation &

spear-heading in Bread Industry

Some Observations…

Security alert high… staff & store manager seemed suspicious of “my browsing” activities… Good & bad – Tight security means low

theft/losses… I decided to hang loose and observe from a greater distance… Hence, had I been a potential customer, they lost me…

Only 1 Staff ( Cashier at the counter ) attempted to “greet” me ( or anyone, for that matter – she was the ONLY one serving the customers – there were at least 5 other staff who stayed mainly behind the demonstration kitchen )… she noticed me browsing

and threw in the line, twice : “Any steam cakes for you?” ( with a smile – steams cakes were their “impulse items” displayed at the

cashier’s counter )…

Very attractive selection and lay-out… attracted many “browsers”… but only about 60% bought… I could see customers deliberate and

hesitate on buying / which items to buy…

The second store which I initially

walked past… before deciding to walk in…

• wide array of wearing apparels and accessories

• On the first floor, they have children’s clothes and toys. On the second floor, they have women's needs ( like underwear, bags, clothing, hats, belts, toiletries ), men’s items, baby section, bedding, kitchen stuff and more toys.

• for the variation of stuff, you can find almost everything here, a one-stop shopping experience.

Toy demonstration

&display station

Toy Competition Station – attraction a

long queue of kids who are vying for

free “chops” to exchange for prizes

I think I witnessed a crime!!!• There were 5 or 6 of such life-size

posters on display at secluded corners where

• On speaking to the staff, I realised the store experiences a high number of shop-thefts

• I was standing next to a “potential customer” browsing some small promotion items… I noticed she took one in hand and slipped it into a small bag that she already carried… before I could alert anyone in the store ( the 2 staff at the cashier’s counter were busy talking ), the lady walked quickly out of the store and disappeared into the crowd… I was left “unsure”… I think I just witnessed a CRIME!

QUESTION :

Do the staff really embody the Company Motto “We Care”?

Going back to the theme that binds

many Singaporeans together… Eateries!!!

Awards Galore!

Unique & Attractive

Eating – A lifestyle Experience…

Staying to the theme… More eateries!!!

I think I’m onto

something here…

Let’s try something different and see

where that gets us…

My last stop…and this is my FAVOURITE!!!

Distinct difference in lightings

INSIGHTS from this journey…

Bright / Sufficient LIGHTING… AMBIENCE…

Friendly, Approachable STAFF…

Company’s VISION & PHILOSOPHY… creating the ultimate EXPERIENCE

for the CUSTOMERS…

And now… my work is done…so it’s finally time for me to DIG IN!!!