Venture Lab Crash Course in Creativity

Assignment Week 2 ARE YOU PAYING ATTENTION?

What? Observation at….

…for inspiration and insight

When and where?

Saturday, October 27

11am – 4pm

Alcorcon Shopping Complex

Madrid, Spain

Observations

Large-scale shopping malls are

mostly empty

Observations

Once a favourite family

weekend pastime,

austerity-hit Madrilenians

avoid shopping

Before you enter the store

Some shop entrances generate interest in the street inviting people to enter and become

customers

Before you enter the store

Before you enter the store

Bargain  tent  

Before you enter the store

Some front entrances

are boring and uninviting

Environment

Lower ceiling shops like IKEA and Decathlon felt cosier and were

busier…

Environment

…while the others had

higher ceilings, were colder

and mostly empty

Personnel

 A single sales person initiated contact in a shop where the ratio of salespeople to customers was close to 1:1

 In the busier establishments the ratio was more like 1:100

Products

All but one of the stores

missed the opportunity to use product layout to excite

staff and customers

Products

IKEA’s    strategy  aims  to  induce  buyers  to  feel  part  of  a  process  called  experien'al  shopping,  through  hundreds  of  inspira;onal  displays  of  product  combina;ons  and  interior  design  sugges;ons,  which  customers  can  touch,  test  and  sample.  In  this  way  IKEA  creates  a  strong  emo;onal  experience  for  its  customers.    

(Source:  “Apple,  IKEA  and  their  Integrated  Architecture”  by  D.  Potente  and  E.  Salvini)    

Customers

Mostly families on a mission – stayed, on average, in the store for 45 mins (except IKEA where they stayed longer) – and made small purchases

Thank You For Your ATTENTION