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Stanford Course On Creativity
Assignment on : Observation
Submitted by: K B Nagaraju ( [email protected])
Visited 4 stores on 28th Oct and 1 store on 30th Oct. Here is the summary.
1. “Staples” on Bannerghatta Road, Bangalore.
The store drew me in with attractive festival season offers. Felt good. Sign is in English and there
was also local language sign to say “ welcome”.
The floor and ceiling were normal. Brightly lit. No music but once in a while heard some testing of
small music systems. Temperature was ok. No distinctive smell. I stayed for 25 minutes and even
bought some stuff which was requested by my wife. I could find the item easily. Sales persons were
all young and seemed reasonably well trained and were in uniform. Products are all stationery and
related and have the full range from low-priced to pricey high-end stuff. Products are all on shelves
and some at the entrance on “Sale”. First product noticed was related to an Indian festival coming
up- Diwali lamps. Most customers were with families. I could see most of them on a mission yet
trying new offers.
2. “Reliance Trends” store inside Gopalan mall, Bannerghatta Road. Bangalore
The store swing doors were not open. But I could push and go in. It is essentially footwear store and
also had luggage cases. Very cramped store. Sales persons were very disinterested and two of them
very busy talking to each other. They did not have uniform. Security stood at the door.
3. “West Side” Store inside Gopalan mall, Bannerghatta Road. Bangalore
The store was wide open. Nice entrance lounge area. Items on Sale and current fashion ( winter
wear) were prominently displayed in front. Merchandise was properly organized under categories
and well-displayed. Sales persons were limited but were available to help. Cash counter was in one
corner which was visible once you are inside. Security was very unobtrusive. Store was very
expansive and had distinctive freshness and smell. Most customers were browsing and taking
leisurely walk around with families.
4. “Pantaloon” Stores inside Gopalan mall, Bannerghatta Road. Bangalore
The store was wide open. Current fashion ( winter wear) were prominently displayed in front.
Merchandise was properly organized under categories and well-displayed. Sales persons were
limited but were available to help. Cash counter was in one corner which was visible once you are
inside. Security was very unobtrusive. Store was packed with merchandise on low-level tables and
most customers were browsing .
The store had thoughtful provision for strollers and light-weight wheel-chairs for young children and
older customers. There was also a provision for water cooler in each floor. The store was multi-level
5. “MK Ahmed” Stores in Dollar layout, JP Nagar 4th Phase, Bangalore
This is a popular store for groceries. Well organized. Sales staff are not in uniform but very helpful. It
was a little cramped store but well-organized. Aisles are narrow and two people can’t cross each
other if they had push cart. The store is multi-level but the elevator is not very accessible. Found
some cartons and useless stuff strewn near the elevator. The window near the elevator was open
and one could feel cold air which was unwelcome.
The cash counters were at the entrance and the rush there was not a easy or comfortable
experience.
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Overall Summary:
I found it difficult to be observant deliberately. Many times I found I was becoming a customer
myself and forgot my observation exercize.
However looking for things deliberately with checklist is useful , forcing you to observe things which
otherwise would have been overlooked.
Three of the five stores (1, 3 and 4) seen were overall of acceptable or even good standard. I could
not find anything in the nature of an insight. Positives were noted like the stroller provision.
In 2 stores (2 and 5), definitely there were opportunities for improvement : which were noted
above.
