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Stores Observed
• 3 private stores
• 3 chain stores
are you paying attention? - Assignment #2Stanford - Crash Course in Creativity
boutique storemen’s and women’s shoeswomen’s clothing
• shared exterior entrance
• store entrance is not extremely welcoming...you are drawn in by the window display of shoes
• no visible security
• single employee that greets you immediately
• the desk/register is at the front of the store
• great use of the floor space with a variety of products
• colour scheme is neutral - browns, buttery yellow
• lighting is subdued but suits the space
• flooring is carpet and tile
• ceiling is high
• there is not any music playing
• customers are 30-45ish
are you paying attention? - Assignment #2Stanford - Crash Course in Creativity
boutique storewomen’s clothing and shoes
• shared exterior entrance
• store entrance is not extremely welcoming
• no visible security
• single employee was in a conversation with a customer when I entered but I was never acknowledged
• the register is in the middle of the wall on the south side
• the product is sparse
• the decor is fresh with light colours, laminate floors, lots of natural light and custom touchs such as painted branches rather than rods on the clothing racks
• there is not any music playing
• customers are 25-35ish
are you paying attention? - Assignment #2Stanford - Crash Course in Creativity
boutique storemen’s and women’s casual clothingwomen’s business and formal clothing
• individual exterior entrance
• music plays outside and is a good representation of the vibe of the store
• there are security sensors at the door but they really aren’t noticeable
• single employee that greets you immediately and checks in a couple of times
• the desk/register is in the middle of the store
• great use of the floor space with a variety of products
• decor is industrial with concete polished floors, corrugated metal, spotlights, white walls
• customers are 20-45ish
• the clothing has colour and outfit groupings arranged by brand
are you paying attention? - Assignment #2Stanford - Crash Course in Creativity
chain storemen’s and women’s shoes
• within a shopping centre
• displays near the entrance draw you in
• no visible security
• two employees to four customers
• took a few minutes to be acknowledge
• the desk/register is at the back of the store
• good use of the floor space with a variety of products
• colour scheme is neutral - browns, lighting is quite bright around the perimeter of the store
• flooring is light coloured laminate
• ceiling is fairly high
• there is not any music playing
• customers are 30-55ish
are you paying attention? - Assignment #2Stanford - Crash Course in Creativity
chain department store
• dedicated exterior entrance and shared mall entrance
• store entrance is not extremely welcoming...there is a bit of a draw from the street side window displays
• security sensors are prominent at each entrance
• employees are difficult to find and only speak to you if approached
• registers are throughout the store but not easy to find from the recent change of the centralized registers
• standard department store displays grouped by brand
• store is bright, fairly sterile and high ceilings
• there is not any music playing
• customers are 30-45ish
are you paying attention? - Assignment #2Stanford - Crash Course in Creativity
chain home improvement store
• stand alone store and entrance
• store entrance is not extremely welcoming...there are seasonal displays at the entrance (never too early for a blow up Santa)
• security sensors are prominent at each entrance
• employees are difficult to find but greet you
• there are assistance buzzers down many of the aisles
• staffed and self serve registers are at the front of the store in between the entrance and exit with a dedicated contractor entrance/exit and register
• standard store displays with lots of signage at the end of and within each aisle
• store is bright with corporate colours and very high ceilings
• there is not any music playing
• customers are 30-55ish and many seem stressed
are you paying attention? - Assignment #2Stanford - Crash Course in Creativity