Crash Course on Creativity

Observation Lab Observation Lab

Before you enter the store: DA

http://www.da.nl/wps/wcm/connect/DA.nl

Does the store draw you in?

If so, how?

No

Windows are coverd with

commercials

Is the door open or closed? Open

How does this make you feel? Easy to walk in

How big is the sign lettering and in what font? Pink with a round font

What does it tell you about the store? Feminine

Environment:

What is the color scheme of the store?

How does this affect you?

Pink brown and white

Feminine

What type of floor does the store have?

How does this effect the environment?

White Tiles.

You hear yourself walk, It feels

cold distant

How high is the ceiling?

How does this feel?

3,5 meters

high enough not to see the

system ceiling

How brightly lit is the store?

How does this affect you?

A warm bright light

I don't have to do an effort to

read smal print

How loud is the environment? Silent

What is causing the noise?

Is there music playing?

If so, does it fit the environment?

No Music

Is the store warm or cold?

Warmer than outside,

comfortable

Is the store crowed with merchandise or is it sparse? Crowded

Does the store have a distinctive smell? No

Where is the cash register located?

At a counter on a corner in the

shop on the way out

How visible is the store security?

When you watch closely you

see the camera's

How long do you want to stay in this store? Quick out

Does the environment influence the perceived value of

the merchandise?

Yes the pictures are

glamourous

Personnel:

How long does it take before a sales person initiates

contact? They did not

Does the salesperson have a script to follow with each

customer? No that's American

Does the salesperson treat different customers

differently? not noticably

What is the ratio of salespeople to customers? 1 on 3

What age and gender are the employees? appr 22 women

Are the salespeople using the store products? make up

Do the salespeople have a uniform? yes

Do the salespeople match the stores image? no

Products:

What is the first product that you notice? Promotions

Is there a central display table with featured products? On every head of the row

Where are items that are “for sale” located in the

store?

The first thing you see in the

store

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

By color? Function

Are there free samples or demonstrations? Only some perfumes

What products are at eye level?

Expensive cosmetic line and

perfumes

What items in the store are in the least accessible

locations? The cheaper ones

Where are the most and least expensive products

located?

Are the prices of the products easy to find?

Yes exept for the featured

produncts

Are there impulse items near the cash register? yes, sweets

Customers:

Are most customers alone or with someone else?

What is the relationship?

Alone

What is the average age and gender of the customers? females 40

When a customer enters the store, do they tend to

walk in the same path or direction? -

Yes there is only one way to

enter

How long do customers stay in the store, on average? 4-5 minutes

Do customer touch the products?

Is this encouraged?

They do.

It's not encouraged

Do most customers appear to be on a mission or are

they browsing? Mission

What percent of customers purchase products in the

store? 100%

Other Observations:

Dutch store

Dutch company

You directly hit the For Sale

products on entering the store

�

The sign that say what

products are where, are

covered with producrs so

youcan't see them

FITTZ Swarovski FNAC

http://www.fittz.be/ http://www.swarovski.com/Web_BE/fr/index http://www.fnac.com/

Yes

Open store dresed mannequins

in the window

Yes and No

I ike the glitter

I know I won't buy anything for

myself there

No

It's located on the second and

third flore of a shopping mall

so you have to go to the flore

to see it.

Open Open Open

Welcome Indifferent No boundries to walk in

appr 70 cm Own Font Not Big 1,5 m own design

Trendy

The Swarovsky Swam is visible

from the outside Simple, reliable

White, gold and anthracite

White Blue, metal, glass and

cristal

Brown, beige, yeollow and

orange

Anthracite polished concrete Linoleum in al light color

Carpet with linoleum walk

lines.

Gives a warm homy feeling

4 meters

Air space (small store)

3 meters

Air space (small store)

3 meters

the feeling is more influenced

by the lightning. The ceiling is

not lit. The flor ans product are

Bright Light with a lot of exta

spots

Bright Light with a lot of exta

spots

Celing is dark, products and

spots produce a bright

lightning

Loud House music Silent noisy

Loud House music

people talking, tv's playing and

music, except for the book

department. No music, less

talk

Loud House music No music

TV's and music is playing there

wher it fits, in the tv, radio and

dv en cd section.

Warm

Comfortable,same teperatre as

in the rest of the shopping mall

Comfortable,same teperatre as

in the rest of the shopping mall

Crowded Sparse busy

No No no

At the end of the store At the end of the store On both floors near the exit

When you look at the ceiling in

the corners, you see the

camera's. There are (hidden)

exit gates

When you look at the ceiling in

the corners, you see the

camera's

When you watch closely you

see the camera's, Expensice I-

phones,, computers have ther

own security cable. There are

exit gates

As long as needed to see if

they have some thing we like.

My husband fitted 2 items not long

Long. The atmosfeer is relaxed.

You can read (they have

several sofas and seating areas.

You can listen to music with

headphones on

Yes. Decorations and clothes

are poth trendy Yes,

Not really, ther is no difference

between cheap and very

expensive books

Immediately after entering the

store you are greeted

Immediately after entering the

store you are greeted

They don't. They have counters

where you can ask for help

no does not work here Yes the script

the regular personal does not

the salespeople who want to

sell contracts and the now

Windows programm doe have

a script.

Yeas, Regulars are treated as

friends no

1 on 3 1 on 10 1 on 40

appr 25 men 23 female 35 men and women

yes total outfit yes, yewelry no

no does not work here yes yes

yes yes yes

A cardigan in the shopwindow

cristals on the ceiling of the

shop The new samsung galaxy

No no Yes

Sale outside the season is nog

allowed

Sale outside the season is nog

allowed

Sale outside the season is nog

allowed. There is a section with

3+1 (buy three and get one

free)

Style, trend, function By function

Music by genre, books bij

genre, age group, interesst

No No No

yewelry everything at the same level TV's and electronic accessories

There is no least accessible

location none Classical music, School books

Most aexpensive yewelry is

behind closed doors mixed Mixed

Every piece is labelled Every piece is labelled

Every piece is labelled, with a

security sticker

No Yes, pen's and cristal tattoo's

Keyrings, usb-sticks, giftcards

etc.

couples couples

Mixed, Singele, couples and

families, inluding dogs

men 30 mixed 35 35

Yes, it is a small store no, walk around

No every goes to the

departmet tey want to go to

5-45 minutes 5-15 minutes 5 - 60 minutes

Yes,

Yes Not possible

Yes,

Yes, you can sit and read, you

can stand and listen to music,

you can wath dvd, tv

Mixed Browsing Mixed

50% I have seen none 60%

Belgian Store Belgian Store Belgian Store

Dutch Company Austrian Company French Company

A visit to the store always

makes me happy It's a cold store

Easy atmosfeer. I always lose

track of time

I thing it's trashy

Twice as Nice Kiehl's Standaard Boekhandel

http://www.twiceasnice.be/ http://kiehls.be/ http://www.standaardboekhandel.be/home.action

Yes

The shop front is so open you

can easily walk in and out

again, the light is very bright

and draws you in.

No,

The shop door is in an porch

and closed You have to make

an effort to get in

Yes, Balloons, pumkins etc in

front of the shop

There is no door Closed Open

I want to walk in

They take care of the

evironment, try to save energy No boundries to walk in

about 20 cm Helvetica like appr 30 cm like an handwriting 1 meter high like Times new roman

Design, modern, cheap solid, reliable Solid, reliable

Black whote and grey Blue, White, Brick and wood

Orange brown, white and Grey

gives an outdated feeling

Grey carpet

Wooden Floor

Contributes tot the old, solid

feeling Grey tiles,make ik clean

3 meters

No particcular sensation 5 to 6 meters 3 - 3,5 meter

Bright spots

Bright

Everything is easilly writen

bright

You can red everything you

want to

Noisy, There is hardly noise some noise

People entering the shopping

and noises of cars in the street You here the air extractor

Children walking around in

halloween costumes

No No No

Som what warmer then

outside Comfortable Comfortable

Sparse

Crowded an the walls, a small

store Crowded

No Medical Pumkin soup

At the right wall

In the corner of the first room

you enter, apposing the door Near the exit

You have to look closely. More

expensive items and close to

the exit are in locked glass

boxes Not at al

Except foor the gates at the

entrance you have to look

carefully to find camera's

As long as needed to see if

they have what am looking for Till I have what I came for Till I have what I came for

Yes

It is always more expencive

then I thought No

They react me taking pictures, I

explain the assigment and they

are interested Directly on entering

Theu don's just like the FNAC,

they are behind counters

no

No that does noet work in

Belgium.

They script in the US and in

Taiwan where they are a big

hit. No

Yes, When you buy jewelry for

yourself or someone else they

act differently

Yeas, Regulars are treated as

friends Did not notice that

1 on 4 1 on 20-30

21 and 48 women 40 men and women 40 men and women

Yes

They do although you can't

see, you can smell it

sometimes not to be seen

no A white apron yes

Yes

Yes, they want to looklike a

Pharmacy yes

Earrings (wher we are looking

for, for my sister in law)

To much see, I notive the

dressed skeleton The top 10 books in that store

No

Yes in the esecond room of the

store several

Sale outside the season is nog

allowed

Sale outside the season is nog

allowed

Sale outside the season is nog

allowed. There is a section with

3+1 (buy three and get one

free)

Style and gender and

agegroups Gender, function and series By age group, interest, genre

no

nearly everything can be

sampled

there is free food and drink,

but that is not sold in the shop

everythng is on eye (litte

below) level Customers favourites Novels, detectives

on racks near the wall Cheaper ones Study books (second floor)

The most expensie are in

locked glass boxes

Expensive products are behind

a counter

Expensive books are in glass

boxes

Every piece is labelled, but not

every label is easy to read Every piece is labelled Every piece is labelled

no Yes. no

Mixed Mixed

Mixed, Singele, couples and

families, a lot of children

25 40 35

there is not much choise

there is not much choise, it's a

small store

no every one walks his own

way

10 minutes 10 - 15 minutes 5-35 minutes

Not everything is to be

touched

Yes,

Yes,

Yes,

Yes

Browsing Mission Both

I have seen none 80% 50%

Belgian Store Belgian Store Belgian Store

Belgian (Antwerp) Company American (New York) owner Belgian Company

Affordable trendy jewellry Dressed Skeleton in the shop Halowen childrens party

two boards with pictures of

celebrities using Khiels's or in a

picture with staffmembers.

A very beautiful (Eiffel) stare

case

Nespresso

http://www.nespresso.com/ch/en/pages/coffee-landing-page

No

Closed

A border to cross

1 m own font

Exclusive

Brown and black and white

Carpet, brown

exculsive touch

4 meters high

Old mansion style

Not Bright

only spotlights on specific

items

quiete music

Classical music

contributes to the luxury style

warm

sparce

Koffie

At al the desks is a register

Very visible, gards, camera's en

exit gates

As long as needed. You have to

waite your turn. In the meantie

you can drink coffee and taste

chocolate for free

yes

They don'd, they are behind

counters.

Some walk around serving

coffee and chocolat

yes

no

1 on 20

30 men and women

not to notive they say they do

yes

yes

Coffee machine

yes

Sale outside the season is nog

allowed

Special edition is in the

spotlight

In groups with different

products to gether

yes

Coffee machines and cups

The recycle bin

in glass boxes

no

the coffee cups are

Mostly couples

40

Most people get a cup of

coffee

You have to wait about 10

minutes before you are

serviced

Is encouraged to taste

missione, getting cups

90%

Belgian Store

Swiss Campany

Busy or not you always have to

waite before it is your turn.

Emloyees at the desk walk

away several times when it is

not busy

Every now and then you get

free products we you pay for

what you bought