CCoC-2 Paying Attention2

7/31/2019 CCoC-2 Paying Attention2

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A Crash Course on Creativi ty Stanford University

Pasrawin T.

A CRASH COURSE ON CREATIVITY

Professor Tina Seelig, Stanford University

Assignment #2. PAYING ATTENTION

1.

2.

3.

4.

5. Government Drugstore

6.


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Pasrawin T.

THEBODY SHOP

The Cosmetic Booth@Siam Paragon

Department storeBKK, Thailand

Before youenter the

store

Does the store drawyou in? If so, how?Yes, by the comfort

and natural theme but too much sellers quite

scared

What does it tell youabout the store?

Natural cosmetics andproducts

Environment

What is the colorscheme of the store?How does this affect

you?Dark green and

wooden makes mefeel safe to use their

products

What type of floordoes the store have?How does this effect

the environment?White tile

(department storefloor)

How high is theceiling? How does

this feel?about 4 meters

How brightly lit isthe store? How does

this affect you?Bright by white neonof department store.

Feel relax and comfort

Is there musicplaying? If so, does it

fit the environment?Music rhythm of

department store

Is the store warm or

cold?Not too much cold or

warm

Is the store crowedwith merchandise or

is it sparse?Crowed, feel tight insuch a small booth

Does the store havea distinctive smell?

No

Where is the cashregister located?

Sided, behind a pole

How long do youwant to stay in this

store ?For looking around,

less than 5 min


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PersonnelHow long does it takebefore a sales person

initiates contact?Immediately

Does the salespersonhave a script to follow

with each customer? No

Does the salespersontreat different

customers differently?Yes

What is the ratio of salespeople to

customers? At that time2:1

What age and genderare the employees?

20-30

Do the salespeople havea uniform? Yes, black

shirt and trouser, black high heels.

Do the salespeoplematch the stores image?

Quite OK. Look professional but not

match their natural theme

ProductsWhat is the first product

that you notice?Promotion sets

Where are items that are for sale located in

the store?Middle front

How are the productsarranged? By

function? By price? Bycolor? Product type and

line

Are there free samplesor demonstrations?

Yes, with green stcker, tryme!!

Are the prices of theproducts easy to find?

Yes, price stickers forevery each product

Are there impulse itemsnear the cash register?Yes ex. lip balm or little

cute things

CustomersWhat is the average age

and gender of thecustomers?

25-35

When a customer entersthe store, do they tend

to walk in the same pathor direction?

No, the shop is small but at that time have a few

customers

How long do customersstay in the store, on

average?3 minutes for lookingaround but may be 10

minuttes if they want tobuy somethings

Do customer touch theproducts? Is this

encouraged?Yes and very much

Do most customersappear to be on a

mission or are theybrowsing?

Both

What percent of customers purchase

products in the store?40%


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Before you enter the store

Does the store draw you in? If so, how? Yes, with beautiful food model and

menu book in front of the restaurant

Is the door open or closed? Open

How does this make you feel? Easier for going in

What does it tell you about the store? Korean style

Environment

What is the color scheme of the store? How

does this affect you?

Red-Black, look luxurious-modern but

quite uncomfortable to sit for a long

time


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What type of floor does the store have? How

does this effect the environment?

Black tile. Get along well with their

theme

How high is the ceiling? How does this feel? About 5 meters, feel airy

How brightly lit is the store? How does this

affect you?

Dim, but each table has ceiling

lighting which making private

How loud is the environment? Not loudly

What is causing the noise? Cooking sound and customers

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

environment?

International CD which doesn't fit at

all

Is the store warm or cold? Cold but warm dish can help

Is the store crowed with merchandise or is it

sparse?

Quite sparse

Does the store have a distinctive smell? No

Where is the cash register located? Counter on left front side

How long do you want to stay in this store? Not too long because the service

problem

Does the environment influence the

perceived value of the merchandise?

Yes

Personnel

How long does it take before a sales person

initiates contact?

They called for customers who walked

pass then greeting for coming in

Does the salesperson have a script to follow

with each customer?

Yes

Does the salesperson treat different

customers differently?

No

What is the ratio of salespeople to

customers?

At lunchtime around 1:15

What age and gender are the employees? Both & , around 20 yrs old


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Do the salespeople have a uniform? Yes, strip shirt, black trousers and red

apron

Do the salespeople match the stores image? It's ok

Products

What is the first product that you notice? Food model in the showcase

How are the products arranged? By

function? By price? By color?

By type of food, appetizer, main dish

and desserts

Are there free samples or demonstrations? No

What products are at eye level? No

Are the prices of the products easy to find? Yes, in a menu book

Customers

Are most customers alone or with someone

else? What is the relationship?

No one alone, friends and family

What is the average age and gender? Child:Adult:Elderly = 20:70:10

When a customer enters the store, do they

tend to walk in the same path?

No

How long do customers stay in the store, on

average?

More than an hour

What percent of customers purchase

products in the store?

100%


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

Yes, with their red blinking sign

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

May be no, if you don't ask for help

Is the door open or closed?

Open

Does the salesperson have a script to

follow with each customer?

No

How does this make you feel?

Actively

Does the salesperson treat different customers differently?

Yes

What does it tell you about the store?

Active young clothing style

What is the ratio of salespeople to customers?

1:15

What age and gender are the employees?

Both & , 20-25 yrs old

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

Red and white, feel active

Are the salespeople using the store

Yes


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you? products?

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

White department store floor, feel bright and light

Do the salespeople have a uniform? No, but H&M wearing

How high is the ceiling? How does this feel?

About 2.5 meters Do the salespeople match the stores image?

Yes

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

A lot of spotlight and their white theme are so bright.

How loud is the environment?

Quite loud What is the first product that you notice?

Clothes everywhere!

What is causing the noise?

Customers and greeting from merchandises

Is there a central display table with featured products?

Yes

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

Soft rhythms

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

By category

Is the store crowed

with merchandise or is it sparse? Quite sparse

Where are the most

and least expensive products located? No

Where is the cash register located?

Middle left Are the prices of the products easy to find?

Yes

How long do you want to stay in this store?

An hour

Does the environment influence the perceived value of the merchandise?

Yes

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

Alone 40: friend and family 60


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What is the average age and gender of the customers?

Child:Teens:Adult:Elderly = 5:25:50:20

When a customer enters the store, do

they tend to walk in the same path or direction?

Sometimes

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

an hour

Do customer touch the products? Is this encouraged?

Yes

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

On a misson > browsing


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UNIQLOBefore you enter the store

Does the store draw you in? If so, how?Yes, by the grand opening calling, big promotion sign and bright

atmosphere

Is the door open or closed? OpenHow does this make you feel? Very inviting

What does it tell you about the store? Simple and practical

PersonnelHow long does it take before a sales person initiates contact?Grand opening so, they called for customers from entrance of clothingsection through their store

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

Does the salesperson treat different customers differently?

Yes, depend on their requests

What is the ratio of salespeople to customers? 1:50What age and gender are the employees? Both & , 20-25 yrs oldDo the salespeople have a uniform?Yes, white branded T-shirt and jeans

Do the salespeople match the stores image?Yes

Products What is the first product that you notice? Coat and jacket

Is there a central display table with featured products? YesWhere are items that are for sale located in the store?

All around the shop with big red signs

How are the products arranged? By category


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

Are the prices of the products easy to find? Yes

Are there impulse items near the cash register? No

EnvironmentWhat is the color scheme of the store? White and light wooden

What type of floor does the store have? How does this effect theenvironment? Light parquet, feel friendly and free

How high is the ceiling? How does this feel? About 2.5 meters, lightand airy

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

Brightly white. Feel simple but energetic

How loud is the environment? Quite loud

What is causing the noise? Customers and some promotion calling

Is the store crowed with merchandise or is it sparse?

A lot of merchandises but still quite not enough

Where is the cash register located? On left side wing

How visible is the store security ?

Very obviously with scanners through open wide exit

How long do you want to stay in this store? An hour

Does the environment influence the perceived valueof the merchandise? Yes

CustomersAre most customers alone or with someone else? What is the

relationship?

Friends and family

What is the average age and gender of the customers?

Child:Teens:Adult:Elderly = 10:30:40:20

When a customer enters the store, do they tend to walk in the samepath or direction?

Sometimes

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

At least half an hour, average 1.5 hour

Do customer touch the products? Is this encouraged?

Yes, very much

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

On a misson > browsing

What percent of customers purchase products in the store?

80%

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UNIQLO


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Government Drugstore

Before you enter thestore:

Personnel:

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

It seems ok, good looking by bright and clean

How long does it take before

a sales person initiatescontact?

Customers must contact thecounter or may be

sometimes they havereceptionists for greetingand asking the request

Is the door open or closed? Automatic door What is the ratio of salespeople to customers?

Depend on time, may be 1:2at rush hour

How does this make youfeel?

Good and safe What age and gender are theemployees? Both & , 30-50 yrs old

What does it tell you aboutthe store?

Drugstore Are the salespeople usingthe store products? Yes (I think!)

Environment:Do the salespeople have auniform? Yes

What is the color scheme of the store? How does thisaffect you?

Turquoise and white Do the salespeople matchthe stores image? Yes

What type of floor does thestore have? How does thiseffect the environment?

White tile, looks clean and bright Products:

How high is the ceiling?How does this feel?

About 2.5 metersIs there a central display table with featuredproducts?

Left central are cosmeticshowcase

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

Very brightly by neonHow are the productsarranged? By function? By price? By color?

By pharmacological ordisease group

How loud is theenvironment?

No Are there free samples ordemonstrations? Yes, for cosmetic


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

No Customers:

Is the store crowed withmerchandise or is it sparse?

Crowed at the counter Are most customers alone or with someone else? What isthe relationship?

Alone

Does the store have adistinctive smell?

No What is the average age andgender of the customers? Adult and elderly

Where is the cash registerlocated?

First part of counter. Centralright of store

When a customer enters thestore, do they tend to walk in the same path ordirection?

No

How visible is the storesecurity?

Not much How long do customers stay in the store, on average? 5-10 minutes

How long do you want tostay in this store? Less than 10 minutes

Do most customers appear

to be on a mission or arethey browsing? On a mission (100%)

What percent of customerspurchase products in thestore?

99% (1% left for out of stock or they don't have therequested products)


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Before you enter the store:

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

Is the door open or closed? Automatic door

How does this make you feel? Convenient

What does it tell you about the store? Convenient store

Environment:

What is the color scheme of the store? How does thisaffect you?

Green, red and white

What type of floor does the store have? How doesthis effect the environment? White floor, looks clean

How high is the ceiling? How does this feel? About 2.5 meters

How brightly lit is the store? How does this affectyou?

Brightly by neon

How loud is the environment? Depend on customers

What is causing the noise? Customers and merchandises

Is the store warm or cold? Cool

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

Does the store have a distinctive smell? No

Where is the cash register located? At the door

How visible is the store security? CCTV everywhere

How long do you want to stay in this store? 5-10 minutes

Personnel:

How long does it take before a sales person initiatescontact?

Immediately greeting

Does the salesperson have a script to follow witheach customer?

Yes

Does the salesperson treat different customersdifferently?

No

What is the ratio of salespeople to customers? 1:0.5-5 depend on time

What age and gender are the employees? Both & , around 20 yrs old

Do the salespeople have a uniform? Yes, green strip shirt and


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trouser

Do the salespeople match the stores image? Yes

Products:

What is the first product that you notice? Bread

Is there a central display table with featuredproducts?

No

Where are items that are for sale located in the

store?

All around the shop with signsand at the cashier

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

By category


What items in the store are in the least accessiblelocations?

Drinks

Are the prices of the products easy to find? Yes

Are there impulse items near the cash register?Yes, a lot such as promotionitems, gums and candies

Customers:

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

Mostly alone, few friends,couple and family

What is the average age and gender of thecustomers?

Child:Adult:Elderly = 25:65:10

When a customer enters the store, do they tend towalk in the same path or direction?

Sometimes

How long do customers stay in the store, onaverage?

5-10 minutes

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

On a mission (90%)

What percent of customers purchase products in thestore?

99%

Documents

CCoC-2 Paying Attention2