- 1. Are You Paying Attention? A CRASH COURSE ON CREATIVITY
2. ARE YOU PAYING ATTENTION?NAME: CDR-KingSNAPSHOT:SM Hypermart
Las Pinas branch - Location is predominantlya middle-class to upper
middle class area. About 20.1 km from Philippines capital,
Manila.Began and established itself as a cheap source for discs,
computer peripherals and accessories. Company expanded itsproduct
line to include luggage, home appliances and laptops.Over 200
branches nationwide.Directly sources from China factory and no
funds used for advertising and marketing are among the reasons
given whythe company is able to price its products significantly
lowerthan others 3. ARE YOU PAYING ATTENTION? 4. ARE YOU PAYING
ATTENTION? 5. ARE YOU PAYING ATTENTION? 6. ARE YOU PAYING
ATTENTION?Does the store draw you in? If so, how? Yes. You get a
clear view of merchandise outside. Near the door is an LED TV with
a product slideshow. The only glass dcor is a three inch high
CDR-Kingtape positioned below eye-level.Is the door open or closed?
OpenHow does this make you feel? Easy to enter and exit. Less
stuffy.There are periods when there are more than a dozen people in
thestore. The open door allows you to stand outside near the door
while waiting for your number to be called.How big is the sign
lettering and in what font? About three feethigh. The color yellow
is predominantly used followed by blue.What does it tell you about
the store? The company was conscious about establishing a
consistent look and feel of each store. Thecolors creates a relaxed
atmosphere inside the store. 7. ARE YOU PAYING ATTENTION?How long
does it take before a sales person initiates contact? Customers get
a number and are attended to when the number is called.Does the
salesperson have a script to follow with each customer? No.Does the
salesperson treat different customers differently? No. All
tech-related issues are immediately referred to the tech
personnel.What is the ratio of salespeople to customers? Three
salesclerks, one tech guy and one cashier.What age and gender are
the employees? Late 20s to early 30s. All female except for tech
guy.Are the salespeople using the store products? Not sure.Do the
salespeople have a uniform? Yes. Yellow shirts with blue stripes
for the salespeople. All blue shirt for the tech guy.Do the
salespeople match the stores image? Yes. 8. ARE YOU PAYING
ATTENTION?What is the color scheme of the store? How does this
affect you?Yellow and blue. Not irritating when you stare to look
at the display.What type of floor does the store have? How does
this effect the environment? Vinyl tiles. Most of the stores in the
mall use the same flooring.How high is the ceiling? How does this
feel? Roughly 12 feet.How brightly lit is the store? How does this
affect you? The store has sufficient lighting for people with good
eyesight to read the text and price of the products displayed.How
loud is the environment? The store is sandwiched between twostalls
selling Christmas decorations. The stall on the right has a loud
speaker playing Black Eyed Peas. The stall on the left has a sales
clerkwith a microphone inviting people to check their merchandise.
9. ARE YOU PAYING ATTENTION?Is there music playing? If so, does it
fit the environment? Yes. Upbeat and familiar music that lifts up
the mood.Is the store warm or cold? Average.Is the store crowed
with merchandise or is it sparse?Floor to ceiling f ull of
merchandise. Every space of the store is used.Does the store have a
distinctive smell? No.Where is the cash register located? Left
corner farthest from the door near stockroom.How visible is the
store security? I didnt notice any cameras. There is nostore
security. There are roving guards in the mall.How long do you want
to stay in this store? Not more than 30 mins.Does the environment
influence the perceived value of the merchandise? Yes. 10. ARE YOU
PAYING ATTENTION?What is the first product that you notice? Blank
discs. LED TVs, headsets.Is there a central display table with
featured products? No.Where are items that are for sale located in
the store? Nothing.How are the products arranged? By function? By
price? By color? Function.Are there free samples or demonstrations?
No. Items are tested before it is sold.What products are at eye
level? Some of the entry-level items are at eye level.What items in
the store are in the least accessible locations? A glass display
separates customers from the wall display. Customers need to ask
the clerk for a specific item.Are the prices of the products easy
to find? YesAre there impulse items near the cash register? No. 11.
ARE YOU PAYING ATTENTION? NAME: Astro PlusSNAPSHOT SM Hypermarket
Las Pinas branch Location is predominantly amiddle-class to upper
middle class area One of the countrys leading film and music retail
chains. Over 50 branches nationwide. Several stalls near the mall
sell pirated music and movie DVDs. The cost of a pirated movie DVD
is about one US dollar or Php40, while a music CD retails for about
Php25 ( US$1 = Php41.3) Sales of audio and video CDs and DVDs have
been on a steady decline since 2005. Figures from the Philippine
Association of the Record Industry show physical audio and video
sales fell by 46.3% in 2010 to P699,360 compared to P1,302,877 in
2005. 12. ARE YOU PAYING ATTENTION? 13. ARE YOU PAYING ATTENTION?
14. ARE YOU PAYING ATTENTION? Before you enter the store: Does the
store draw you in? If so, how? No. Is the door open or closed? Open
How does this make you feel? The store faade does not give me
anycompelling reason to check the merchandise. How big is the sign
lettering and in what font? About three to four feet high. 15. ARE
YOU PAYING ATTENTION? What is the color scheme of the store? How
does this affect you?White walls with colorful circles and
pinstripes. Easy to the eye. What type of floor does the store
have? How does this effect the environment? Vinyl tiles. How high
is the ceiling? How does this feel? 12 feet How brightly lit is the
store? How does this affect you? Very well lit. How loud is the
environment? For a music store, nothing was being played. Is there
music playing? If so, does it fit the environment? I would have
preferred the store play an audio CD or show a movie. Is the store
warm or cold? Just right. Is the store crowed with merchandise or
is it sparse? The store measures about 25 square meters. About four
feet is dedicated to gaming consoles. The rest is a mix of VCDs and
DVDs. Does the store have a distinctive smell? No. Where is the
cash register located? Middle at the back. How visible is the store
security? No store security. How long do you want to stay in this
store? No more than 30 minutes. Does the environment influence the
perceived value of the merchandise? No. 16. ARE YOU PAYING
ATTENTION? Personnel: How long does it take before a sales person
initiates contact? Personnel approaches only if you ask for
something. Does the salesperson have a script to follow with each
customer? No. Does the salesperson treat different customers
differently?I dont know. What is the ratio of salespeople to
customers? Two handle the gaming area, two people are in the
cashier section and two stand near the displays. What age and
gender are the employees? Late 20s to early 30s. Four women and two
men. Are the salespeople using the store products? Not sure. Do the
salespeople have a uniform? Not sure. Four of the personnel wore
black shirts. 17. ARE YOU PAYING ATTENTION? Products: What is the
first product that you notice? Gaming equipmentand the display
stand closest to the entrance featured Philippine DVD movies. Is
there a central display table with featured products? Yes. Where
are items that are for sale located in the store? Movies in VCD and
DVD formats. Mostly movies shown in the 1990s. How are the products
arranged? By function? By price? Bycolor? There was no systematic
arrangement. There were movies tailored for children that were
grouped with horror or suspense titles. No alphabetical listing of
audio and film titles. Are there free samples or demonstrations?
No. What products are at eye level? VCDs and DVDs. 18. ARE YOU
PAYING ATTENTION? Customers: Do customer touch the products? Is
this encouraged? Yes. To read the description. Do most customers
appear to be on a mission or are they browsing? I was the only
customer in the store. What percent of customers purchase products
in the store?There was no other customer when I was there. 19. ARE
YOU PAYING ATTENTION? NAME: Imono Stainless JewelrySNAPSHOT SM
Hypermart Las Pinas branch Location is predominantly a middle-class
to upper middle class area. Sells contemporary and stylish jewelry
designs. Target market is at least 18 years old male and female
Store offers engraving services. Does not accept custom-made
jewelry orders. Retails for at least $4USD depending on style and
design. 20. ARE YOU PAYING ATTENTION? 21. ARE YOU PAYING ATTENTION?
22. ARE YOU PAYING ATTENTION? Before you enter the store: Does the
store draw you in? If so, how? There is a big sale sign near the
entrance. At the time, it was the only one with a salesign outside
the store. Is the door open or closed? There is no door. This is a
standard design for all the stores in the mall. How big is the sign
lettering and in what font? About three feet high. 23. ARE YOU
PAYING ATTENTION? Environment: What is the color scheme of the
store? How does this affect you? Black and white. There are several
posters of models wearing the jewelry. Iwas a bit amused they did
not use a Filipino model. What type of floor does the store have?
How does this effect the environment? Grey carpet. How high is the
ceiling? How does this feel? 12 feet. How brightly lit is the
store? How does this affect you? The store was brightly lit and the
glass displays had its own lighting system. How loud is the
environment? The only noise came from customer enquiries. Not that
loud to bother other customers. Is there music playing? If so, does
it fit the environment? No. Is the store warm or cold? Average. Is
the store crowed with merchandise or is it sparse? The store hada
U-shaped display. 24. ARE YOU PAYING ATTENTION? Does the store have
a distinctive smell? No. Where is the cash register located? The
register is in the middle of the U-shaped glass display in a direct
line with the entrance. How visible is the store security? There is
no store security. How long do you want to stay in this store? No
more than 15minutes. Does the environment influence the perceived
value of themerchandise? Yes. 25. ARE YOU PAYING ATTENTION?
Personnel: How long does it take before a sales person initiates
contact? A sales person immediately talks about the product when
you look at the display. Does the salesperson have a script to
follow with each customer?No. Does the salesperson treat different
customers differently? No. What is the ratio of salespeople to
customers? 1:1 What age and gender are the employees? Late 20s to
early 30s. All female. Are the salespeople using the store
products? Not sure. Do the salespeople have a uniform? Yes. Black
shirts. Do the salespeople match the stores image? Yes. 26. ARE YOU
PAYING ATTENTION? Products: What is the first product that you
notice? Rings. Is there a central display table with featured
products? No. Where are items that are for sale located in the
store? Its on the right side near the entrance. A small sale sign
measuringno more than eight inches is on the glass display. How are
the products arranged? By function? By price? Bycolor? By price.
Are there free samples or demonstrations? No. What products are at
eye level? All the items are in glass displays. 27. ARE YOU PAYING
ATTENTION? Customers: Are most customers alone or with someone
else? What is the relationship? At the time, all the customers were
women and had someone with them. What is the average age and gender
of the customers? 30s to 50s. When a customer enters the store, do
they tend to walk in the same path or direction? - No. They checked
different displays. No one checked the sale items first. How long
do customers stay in the store, on average? About 30 minutes. Do
customer touch the products? Is this encouraged? Yes. All the
customers asked if they could take a closer look. Do most customers
appear to be on a mission or are they browsing? Most of the
customers knew what they want and asked for specific items. What
percent of customers purchase products in the store? Out ofeight
customers, three made a purchase. 28. ARE YOU PAYING ATTENTION?
NAME: ACE HardwareSNAPSHOT SM Hypermarket Las Pinas branch Location
is predominantly amiddle-class to upper middle class area Local
franchise of US-based Ace Hardware. An affiliate of the SM Group of
Companies, the Philippiness biggest mall operator Thirty-nine
branches nationwide . First branch was Las Pinas, which is located
south of the capital. 29. ARE YOU PAYING ATTENTION? 30. ARE YOU
PAYING ATTENTION? 31. ARE YOU PAYING ATTENTION? 32. ARE YOU PAYING
ATTENTION? 33. ARE YOU PAYING ATTENTION? Before you enter the
store: Does the store draw you in? If so, how? Very well lit
interiors. Bright Christmas displays. Is the door open or closed?
There is no door. This is a standarddesign for all the stores. How
big is the sign lettering and in what font? ACE Hardware is in big,
bold white letters. 34. ARE YOU PAYING ATTENTION? Environment: What
is the color scheme of the store? How does this affectyou? White
interiors. Wood display shelves. What type of floor does the store
have? How does this effect the environment? Vinyl tiles. How high
is the ceiling? How does this feel? 12 feet How brightly lit is the
store? How does this affect you? Thestore is divided into 21
sections. Each section is brightly lit. Easy to browse and check
the items. How loud is the environment? There was Christmas music
played outside the store. Is there music playing? If so, does it
fit the environment? No. 35. ARE YOU PAYING ATTENTION? Is the store
warm or cold? Just right. Is the store crowed with merchandise or
is it sparse? Therewas room to move around even though the store
was stocked. Does the store have a distinctive smell? No. Where is
the cash register located? Near the entrance/exit. How visible is
the store security? There were two guards on opposite sides of the
entrance. How long do you want to stay in this store? No more than
anhour. Does the environment influence the perceived value of
themerchandise? Yes. 36. ARE YOU PAYING ATTENTION? Personnel: How
long does it take before a sales person initiates contact? About
five minutes. It appears one clerk handles two sections. The staff
doesnot immediately approach you unless you ask for assistance.
Does the salesperson have a script to follow with each customer?No.
Does the salesperson treat different customers differently? I
dontknow. What age and gender are the employees? Late 20s to early
30s. Are the salespeople using the store products? Not sure. Do the
salespeople have a uniform? Cashiers wear red shirts and black
pants. The sales people wear a red vest on white shirt and black
pants. Do the salespeople match the stores image? Yes. 37. ARE YOU
PAYING ATTENTION? Products: What is the first product that you
notice? Outside the store is an open tent. There are candles,
tables and Christmas decors on display. Is there a central display
table with featured products? Yes. How are the products arranged?
By function? By price? By color?By function. Are there free samples
or demonstrations? No. What items in the store are in the least
accessible locations? Itemsthat take too much space on a wall or
difficult to hang. For example, pailsand fans. Are the prices of
the products easy to find? Yes Are there impulse items near the
cash register? Yes. Batteries, toothbrush and mints. 38. ARE YOU
PAYING ATTENTION? Customers: Are most customers alone or with
someone else? What is the relationship? Mostly alone. What is the
average age and gender of the customers? 30s to 50s. When a
customer enters the store, do they tend to walk in the same path or
direction?Different directions. How long do customers stay in the
store, on average? At least 30 minutes. Do customer touch the
products? Is this encouraged? Yes. To read the description and
check the item. Do most customers appear to be on a mission or are
they browsing? Most appeared to know what they want and were
looking for a specific item. What percent of customers purchase
products in the store? Most ofthe customers seem to have purchased
an item.
