PAYING ATTENTION EXERCISES 2

Stanford University – Prof. Tina SeeligA Crash Course on Cretivity By Khalid AL-Khatebkkhateb@gmail.ocm 30th October 2012

“If I have ever made any valuable discoveries, it has been owing more to patient attention, thanany other talent”

Isaac Newton: (1642-1727)

Assignment “Individual”

1- Go to at lest 6 different stores – spend time

2- Create a presentation that capture my INSIGHTS

a- What types of things I had missed before?

b- What were my biggest surprises?c- Are there opportunities I never noticed

before?

Methodology 1 I have visited 7 shops in Two different malls Why did I choice these shops; I know them very well Inside-

Out, I buy from them so often, I visit them at least twice a month for my personal shopping , and they are my favorite shops. 7 seven shops; HUGO BOSS, Burberry, Diesel Jeans, MARINA EXOTIC HOME INTERIORS, Mont Blanc, Saks Fifth Avenue & Tobacco Road Cigars

Visited Two Different Malls; AlSeef Mall (Owner's by Government) and City-Center Mall (Foreigner Investors)

Spend more than 30 to 45 minuets in each shop I had prepare a “Observation Record Sheet” in my iPAD With my iPhone camera I walked inside the shops different path and direction I was more giving to more attention and observation than

usually I do Other Observations; see next slide

Methodology 2

Other Observations ; A- Look and Feel- Branding - Marketing materials; Posters, Flyers, etc.. - Corporate Identity - Ambiance- Lights- Sound- Cleanliness  - Smell - World Wide - StrandedB- Shop - layout - Products Display- Variety & Selection of Products- Cost & Prising Value - Location - Easy to reach - Signage - Stranded – World wide C- Management & Assistants: - Shop Assistant | looks and Tidy - Shop Assistant Knowledge - Language - Shop Assistant Beavertail & Attitude - Shoppers – Crowed - Management

Observations 1- Before Enter The Store (Alphabetical Order) References BOSS

HUGO BOSS

Burberry Diesel Jeans

MARINA EXOTIC HOME INTERIORS

Mont Blanc

Saks Fifth Avenue

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

Yes, the outlook and the color

Yes, the windows collection display

No Yes, Yes, the windows collection display I love wood

No No

Is the door open or closed

open open open open open Open

How does this make you feel?

Alright & welcoming

Alright & welcoming

alright Nice, & welcoming

Nice & welcoming

ok

How big the sign lettering & in what font?

Large font and clear

Large font but not clear , they go with Brand color theme

Large font and clear

Large font and clear

Large font and clear

Large font and clear also in Arabic language

What does it tell about the store?

Sold Color is very luxury brand

Creating a culture-centric environmentLuxury brands understand the value of creating a customer service experience in which everyone in the company participates in.

Casual, for young adult

Colorful , Exotic stylish

Luxury wallets and pens also lather accessories items

Its so big I got lost , inner signage is poor

Tobacco Road Cigars

Yes, lovely Habana Cigars display,

open

Nice & welcoming

Small font but clear

Cozy, frrenadly

Observations 2- Environment 1

References BOSS HUGO BOSS

Burberry

Diesel Jeans

MARINA EXOTIC HOME INTERIORS

Mont Blanc

Saks Fifth Avenue

Tobacco Road Cigars

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

Its nice, so formal, too dark

Nice colorful attractive

Nice colorful, too casual, friendly colors

Nice colorful, soled wood mix with copper give nice feelings

Nice, different color with new line of accessories

Multicolor, different brands

Colorful with different Cigar brand with different color bands

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

Same marble like the Mall floor, same feelings

Same marble like the Mall floor, same feelings

Same marble like the Mall floor, same feelings

Same marble like the Mall floor, same feelings

Same marble like the Mall floor, same feelings

Same marble like the Mall floor, same feelings

Wood floor nicre

Observations 2- Environment 2

References BOSS HUGO BOSS

Burberry

Diesel Jeans

MARINA EXOTIC HOME INTERIORS

Mont Blanc

Saks Fifth Avenue

Tobacco Road Cigars

How high is the ceiling? How does this feel?

Too high, feel cold

Too high, feel cold

Low nice layout

Cozy Nice , feel warm

Too high, feel cold

Too high, feel cold

Cozy Nice , feel warm

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

Its not bright too dark, feel bad

Colorful very bright , feel nice

Colorful very nice

Colorful very nice cozy

Bright Too much bright

Nice bright

How loud is the environment?

Quiet Quiet Nice with music

quiet Quiet Music but not nice , its huge you feel too loud

Quiet

Observations 2- Environment 3

References BOSS HUGO BOSS

Burberry

Diesel Jeans

MARINA EXOTIC HOME INTERIORS

Mont Blanc

Saks Fifth Avenue

Tobacco Road Cigars

What is causing the noise?

Quiet Quiet Music Quiet Quiet Music and people

Quiet

Is there music playing? If so, does it fit the environment?

No No Yes, and its nice goes with environment

Quiet Quiet Music but does NOT go with environment

Quiet

Is the store warm or cold?

Fair Fair Fair Fair Fair Fair Worm

Is the store crowed with merchandise or is it sparse?

merchandise

merchandise

merchandise

merchandise

merchandise

sparse merchandise

Observations 2- Environment 4

References BOSS HUGO BOSS

Burberry

Diesel Jeans

MARINA EXOTIC HOME INTERIORS

Mont Blanc

Saks Fifth Avenue

Tobacco Road Cigars

Does the store have a distinctive smell?

no no Omm cloth

Woody, and vintage smell

Lather goods

Perfumes Tobacco

Where is the cash register located?

Near the entrance right hand

In the entrance center

In the back middle

In the middle center

Near the entrance right hand

Every where? Side center

How visible is the store security?

Non Non Non Non Non Very visible in the entrance

Non

How long do you want to stay in this store?

Not long 15-20 m

Not long 15-20 m

Not long 15-20 m

Long 30-45m No t long 15-20m

Long 20-30 Long 20-30m

Does the environment influence the perceived value of the merchandise?

yes yes yes yes yes NO yes

Observations 3- Personnel 1

References BOSS HUGO BOSS

Burberry

Diesel Jeans

MARINA EXOTIC HOME INTERIORS

Mont Blanc

Saks Fifth Avenue

Tobacco Road Cigars

How long does it take before a sales person initiates contact?

Immediately,

Immediately,

Not fast 5m to ask if you need help

Immediately,

Immediately,

Not fast 5m to ask if you need help

Immediately

Does the salesperson have a script to follow with each customer?

no yes no no yes no no

Does the salesperson treat different customers differently?

no yes no no yes yes no

Observations 3- Personnel 2

References BOSS HUGO BOSS

Burberry

Diesel Jeans

MARINA EXOTIC HOME INTERIORS

Mont Blanc

Saks Fifth Avenue

Tobacco Road Cigars

What is the ratio of salespeople to customers?

5 to 10 (50%)

5 to 10 (50%)

3 to 10

5 to 10 (50%)

5 to 10 (50%)

5 to 10 (50%)

1 to 5

What age and gender are the employees?

End of 20’s male more than female

End of 20’s male more than female

Early of 20’s male NO female

End of 20’s male more than female

Early of 30’s male more than female

End of 20’s female more than male

End of 20’s Male

Are the salespeople using the store products?

Yes No yes N/A yes yes N/A

Observations 3- Personnel 3

References BOSS HUGO BOSS

Burberry

Diesel Jeans

MARINA EXOTIC HOME INTERIORS

Mont Blanc

Saks Fifth Avenue

Tobacco Road Cigars

Do the salespeople have a uniform?

yes yes no yes yes yes no

Do the salespeople match the stores image?

yes yes Yes yes yes yes yes

Observations 4- Products 1

References BOSS HUGO BOSS

Burberry

Diesel Jeans

MARINA EXOTIC HOME INTERIORS

Mont Blanc

Saks Fifth Avenue

Tobacco Road Cigars

What is the first product that you notice?

Shoes Shirts Jeans

Oak Wood table

Lather wallet

Perfume Cigars

Is there a central display table with featured products?

Yes, new arrivals

no Yes, Sale

no no No no

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

In the middle

Within In the middle

Within within

In the sides n/a

Observations 4- Products 2

References BOSS HUGO BOSS

Burberry

Diesel Jeans

MARINA EXOTIC HOME INTERIORS

Mont Blanc

Saks Fifth Avenue

Tobacco Road Cigars

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

By function

By function

By price

n/a By function

By function

n/a

Are there free samples or demonstrations?

n/a n/a n/a n/a n/a Yes small perfumes

n/a

What products are at eye level?

Shirts Men's section t-shirts

jeans

Pictures wallets Perfumes

Cigars

Observations 4- Products 3

References

BOSS HUGO BOSS

Burberry

Diesel Jeans

MARINA EXOTIC HOME INTERIORS

Mont Blanc

Saks Fifth Avenue

Tobacco Road Cigars

What items in the store are in the least accessible locations?

T-shirts n/a shoes

Curtain fabric

Brief bag

Men’s Underwear

Cigarettes

Where are the most and least expensive products located?

n/a n/a Front n/a n/a n/a Front , vintage cigars in the back

Are the prices of the products easy to find?

no no yes yes no no yes

Observations 5- Customers References BOSS

HUGO BOSS Burberry Diesel

Jeans MARINA EXOTIC HOME INTERIORS

Mont Blanc

Saks Fifth Avenue

Tobacco Road Cigars

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

Individual

Couples

Individual

Family and couples

Individual

Mix, most of it women

Individuals, male

What is the average age and gender of the customers?

From 30’s and up

From 30’s and up

Young adults

Family with kids 30’s

30’s and up

Women from 20’s

21 ‘s by law

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

tend walk direction

tend walk direction

No pattern

tend walk direction

tend walk direction

No pattern

tend walk direction

How long do customers stay in the store, on average?

20-30m 20-30m

20-30m

30-40m 20-30m

30-40m 10-20m

Do customer touch the products? Is this encouraged?

yes yes yes Not all items

yes yes yes

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

mission mission

Browsing

Browsing

Browsing

Browsing

Mission

What percent of customers purchase products in the store?

30% 30% 60% 40% 30% 40% 90%

Observations 6- Other Observations

References

BOSS HUGO BOSS

Burberry Diesel Jeans

MARINA EXOTIC HOME INTERIORS

Mont Blanc

Saks Fifth Avenue

Tobacco Road Cigars

Stocks and Collocation

Old New always

New

New old old Fresh

Ambiance

nice nice nice nice nice nice nice

World Wide - Stranded

Not the same

same Same

Same same

Not the same

Same

Layout Not that good

Nice cozy nice nice nice huge Nice cozy

Variety & Selection of Products

Limited

Limited Good varieties

good Limited

Very limited good

My New Observations What types of things I had missed before? & What were my

biggest surprises? 1- Saks Fifth Avenue SFA (Bahrain) They Have Kids

Department http://www.youtube.com/watch?v=SVln0VmBsr4 2- I have observe some products , I did not know they are here; A-Diesel Jeans they have Motorbike Helmet . Also they have

big collection of different line of clothes too. B-Montblanc they have new line of women accessories same like CD.

C- BOSS they have big collection for women D- SFA they have Kids department, and Arabic Traditional

Cloth called “Thoub” E- MARINA EXOTIC HOME INTERIORS the sell carpet & rugs too F- Some of salesperson they can speaks Arabic too G- Tobacco Road Habana Cigar Shop; they sell Dominican

Cigar too? I thought always they sell ONLY Cuban Cigars H- All international Brands Shops they DO NOT HAVE Same

Standard world wide?

Outcome & Recommendations 1- Why retailers need to focus on customer

experience; http://www.youtube.com/watch?feature=player_embedded&v=SY7UrYOvkc0#!

2- TRAINING LUXURY RETAIL STORES AND CUSTOMERS EXPECTATIONS;

http://www.youtube.com/watch?feature=endscreen&v=R9mLz2AAs8s&NR=1

3- A New Age of Luxury Retailing: Brand Expectations; “LMVH” http://www.youtube.com/watch?v=kAGUJigMHns&feature=related

4- Tour in Knightsbridge, London: Chanel, Dior, Jimmy Choo, Burberry, Harrods, Louis Vuitton, D&G ;

http://www.youtube.com/watch?v=bFrISE9Ho1w

Are there opportunities I never noticed before?1- SFA can open a Café in association with Prime

(High-End) Café brand-name , it’s a good opportunity , they have the space and the customers base too. Middle-East cutler permit relax life

2- Tobacco Road Habana Cigar ; they can open a Cigar Bar, in the edge of the mall , and it will be a killer business , we need one.

3- E- MARINA EXOTIC HOME INTERIORS , they can open Café too, it will be wow, with Exotic food and drinks association

Appendices 7 Seven shops with some pictures and

logos; 1- HUGO BOSS2-Burberry3- Diesel Jeans,

4- MARINA EXOTIC HOME INTERIORS5- Mont Blanc6- Saks Fifth Avenue 7- Tobacco Road Cigars

Thank You For Your Time

Hugo Boss AG is a German luxury fashion and style house based in Metzingen, Germany. It is named after its founder, Hugo Boss (1885–1948).

BURBERRY

The Craftsmanship Behind Burberry 121 Regent Street, London;http://www.youtube.com/watch?v=3MxLpHENuQg Burberry Group plc (LSE: BRBY) is a British luxury fashion house, distributing clothing and fashion accessories and licensing fragrances. Its distinctive tartan pattern has become one of its most widely copied trademarks. Burberry is most famous for its iconic trench coat, which was invented by founder Thomas Burberry.[2] The company has branded stores and franchises around the world, and also sells through concessions in third-party stores. HM Queen Elizabeth II and HRH The Prince of Wales have granted the company Royal Warrants. The Chief Creative Officer is Christopher Bailey. The company is listed on the London Stock Exchange and is a constituent of the FTSE 100 Index.

http://en.wikipedia.org/wiki/Burberry

DIESELDiesel is a well known Italian clothing company originally specializing in jeans and other items of casual clothing for the young adult market.  The brand has since its inception moved on to all sorts of fashion accessories such as fragrances, shoes, underwear, watches and jewelry, having even recently developed a highly desirable limited edition version of the new Fiat 500 alongside Fiat with dark urban colours, denim seats, chrome diesel logos and other styling touches. The company is based in Molvena in northern Italy and was founded by Renzo Rosso in 1978

http://www.american-drugstore.ch/jeans-diesel/diesel-jeans.html

MARINA EXOTIC HOME INTERIORS

Founded by the stationer Claus-Johannes Voss, the banker Alfred Nehemias and the engineer August Eberstein in 1908, the company began as the Simplo Filler Pen company producing up-market pens in the Schanzen district of Hamburg. Their first model was the Rouge et Noir in 1909 followed in 1910 by the pen that was later to give the company its new name, Montblanc. The Meisterstück name (English: "Masterpiece", the name used for export) was used for the first time in 1924, for the top lines of fountain pens. Today, the Montblanc brand is on other goods besides pens, including watches, jewellery, fragrances, leather goods and eyewear.The company was acquired by Dunhill in 1977, following which lower price pens were dropped and the brand was used on a wide range of luxury goods other than pens.[1]

Today Montblanc forms part of the Richemont group. Its sister companies include luxury brands Cartier, Van Cleef & Arpels, Chloé, and Baume et Mercier. Montblanc is owned, through Richemont, by the South African Rupert Family. http://en.wikipedia.org/wiki/Montblanc_(company)

Dreaming of a unique specialty store synonymous with fashionable, gracious living, Horace Saks and Bernard Gimbel opened the first Saks Fifth Avenue in 1924 in what was then a primarily residential district of Manhattan along a stretch of upper 5th Avenue between 49th and 50th Streets. By offering the finest quality men's and women's fashions and placing an emphasis on exceptional customer service, Saks Fifth Avenue would eventually become the byword for taste and elegance.When Adam Gimbel became President of Saks Fifth Avenue in 1926, he brought with him the imaginative foresight that carried Saks Fifth Avenue to extraordinary success. His first action was to redecorate the entire flagship store, creating a series of luxurious specialty shops within a grand space — a formula that has changed the face of the American retail industry ever since. His national aspirations for Saks Fifth Avenue led to the openings of additional branch stores from coast to coast throughout the next several decades. As Saks Fifth Avenue expanded, new and innovative brands . were introduced, cementing Saks’ status as a key American icon in luxury retailing. Notable launches at Saks Fifth Avenue included Estée Lauder’s cosmetics line in the 1940s, America’s first Dior Boutique in the 1970s and Donna Karan’s debut collection in the 1980s. http://hambrechtoleson.com/bahrain.html

Tobacco Road Cigar Shop