The task:

go into 6 stored for at least 15 minutes and

observe based on guidelines. What are the

insights?

FIRST LOOK SECOND LOOK

Discoveries made in

the first few minutes

Can be also

discovered without

guidelines probably

Discoveries made

after 5 minutes

Very probable to not

be discovered without

guidelines

Almost all store look the same- grey or white

tiles, black shelves, white walls

Most of the sales people look the same- 20-

30, white, female, blonde

There are the same concepts of selling things

everywhere- most expensive things in the

front, impulsury buying next to check out,

cheap in the back

Creativity was generally a lack!

In most stores crativity was not found how

the store looked like- also due to the

restrictions of the shop

The difference lies mostly in how people are

approached

In some shops I wanted to leave right away

but a nice smile or a simple hi of a sales

woman made me stay longer

The way they help is beyond average!

I was walking already for quiet some time

and I didn´t really want to go in another

store which is the same and has the same

clothes and follows the same concept

And then I saw this…

A Place for joy!!!

I just got drawn in without waiting for a

second…

Full of people

Kids laughing

Loud music

Joy

Creativity running through the room

People being all ages

differences

… that today this store sold more than

anyone else in the shopping street I was in

Because they dared to be different.

The had all kinds of things for everyone and

at the same time they were crazy… in

everypore… the 40 year ols cashier and the

16 year old sales guy… they dares to be

different for people that are different