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CRASH COURSE
ON CREATIVITYOBSERVATION LAB
Alejandro Angeles Olguín
@alxangeles
HERE ARE THE INSIGHTS OF
6 STORES:
Cibercafé Los Alex
Lob Moda
C&A
Telcel
Chilim Balam
Steren
NOTE: Did’t have the chance to get pics from some stores, because of their politics, that’s why I put
some web pictures I found.
CIBER COFFEE
ENVIRONMENT:
Music playing
Cool aconditionated
Comfortable
Little bit cold
PERSONNEL:
Young
No uniform
Very kind with costumers
PRODUCTS:
Computer rentals their
most important product
Prices not well
established
CUSTOMERS:
The just want to do their
job
Not so much contact with
personnel
Young people
HIDDEN OPPORTUNITIES
More engagement to atract and keep more clients
There are no promotions
The space between pc’s it’s little bit small
There aren’t things different of other business like it
They offer cell phone recarges, they could put a machine for
it, could be more efficient
LOB MODA
ENVIRONMENT:
Music playing all the time,
fast music, inciting to buy
and buy and buy!
Cool aconditionated
Lot of space to walk
PERSONNEL:
Young people well-
dressed using the shop
clothes
Most of them very kind
PRODUCTS:
Computer rentals their
most important product
Prices not well
established in some
products
CUSTOMERS:
Most of them were with
someone else
An important % of
costumers buy some
product
Young pepple
HIDDEN OPPORTUNITIES
Personnel could be more kind, some of them did’t give the chance
to costumers to use dress room
Some clothes didn’t have prices
It’s obvious they need security, but it’s irritating that the first thing
you see when you get into the store its a guy like a policeman
Staff receiving payments is not very efficient, and there are
queues to make payments. They have to improve that
C&A
ENVIRONMENT:
Not so much spacious
Music playing not loud
enough
Huge entrance
PERSONNEL:
There isn’t personnel
asking costumers for help
They have uniform, not so
cool by the way, haha
PRODUCTS:
Cool clothes
Products arranged in
sections: Young people,
kids, senior, casual,
formal, etc.
No “for sale” section
CUSTOMERS:
Most of them were with
someone else
An important % of
costumers buy some
product
Young people
HIDDEN OPPORTUNITIES
Definitely here is an opportunity area where they can improve.
Their billing system is designed to facilitate the sale process for
the store and not the client. In the same row are those who will
pay a product, making card payments, clients to check their
balance. So then it’s a mess…
¿How about “gamificating” the clothes-buy experience?
TELCEL
ENVIRONMENT:
There’s no music playing
Kind of a big office
Small door
Well-thinked distribution
A brightly lit place
PERSONNEL:
Uniform: YES
Too serious
There’s a place where
staff ask clients about
their mission there
PRODUCTS:
More than a product,
offering the service to
customers
Some products are
offered by the staff to use
them
CUSTOMERS:
Kind of 80% of clients
have a mission there,
there want to solve a
problem in their phones,
asking for a new plan or
paying doubts
HIDDEN OPPORTUNITIES
The corporate look-like they have, is not entirely pleasant
The product contact is very important in the sales chain, definitely
there is an area of opportunity for Telcel
CHILIM BALAM
ENVIRONMENT:
The place itself invites
you in.
Very colorful
Fun
Everything it’s perfectly in
place
It’s a small place
PERSONNEL:
They use colorful
uniforms
It’s the store where much
rapidly the staff makes
contact with clients
The staff matches with
store image
PRODUCTS:
Candies of all colors and
flavors
There are some products
that the staff prepare in
front of you
CUSTOMERS:
They enjoy this idea of
the staff preparing in front
of them some products,
this is very atractive to the
clients
HIDDEN OPPORTUNITIES
One of it’s strengths is having a fun image, could lead even
further this principle
How about the “do it yourself”?
STEREN
ENVIRONMENT:
Boring
Spacious
PERSONNEL:
There isn’t personnel
asking costumers for help
They have uniform, not so
cool by the way, haha
PRODUCTS:
Many cables, connectors,
antennas, electronics,
etc.. but are not perfectly
ordered
CUSTOMERS:
Most customers are
looking for a specific
product
Most are middle-aged
men
HIDDEN OPPORTUNITIES
Is a place where technology is sold, but at the same time is a very
boring place, and should be reversed. It occurs to me that could
incorporate some of the products they sell, displaying real-time
operation
The staff sometimes seems that there aren’t experts in technology
and the products they offer, should consider this little detail
@alxangeles