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CRASH COURSE ON CREATIVITY
PAYING ATTENTIONSTORE OBSERVATION
SHELLY NATALIAINDONESIA
WELCOME!!
BOOKSTORE
WOMAN ACCESSORIES
DEPT STORE
GROCERY STORE
BAKERY
ENVIRONMENT
Colors
High Ceiling
Ceramic Floor
Good Lighting
Noise
Music
Temperature
Smell
Security
Cash Register
WANNA STAY??
Front side Front sideBack side Back side Back side
PERSONNEL
Usin
g store p
roducts
Young Age (20s)
Treat Customer Equally
Match Stores Image
Have Uniforms
Mostly Male Mostly Fem
ale
Mostly
Female
Mal
e &
Fem
ale
Male & Fe
male
Have Script to Customers
Have S
crip
t to
Cust
om
ers H
ave Scrip
t to Custom
ers
Contacts in 5mins
Contacts in 1 m
inC
onta
cts
in 5
min
s
Ratio customer to
sales staff ± 10:1
Ratio
± 1
5:1
Ratio ± 5:1
Ratio ±
2:1Ratio
± 5
:1
Easy to find prices
There is central display for featured product
No free samples
Best/fast moving products at eyes level
PRODUCTSThere are impulse items nearby the cashiers
Arrangement by product types (except dept store by brand)
Least accessible items are slow moving types
No difference location based on prices
Sale/Discount items located in the middle of the stores
CUSTOMERS
Teenager with friends/alone
Spend ± 15 minsTouch products
BrowsingMight not purchase
Walk randomly
Family/Couple/FriendsMiddle Age
Spend ≥ 30 minsTouch productsFor a mission
Ended purchaseWalk to some path then
random
With FriendsYoung Ages
Spend around 15 mins – 30 mins
For a missionMight just browsing
bookEnded purchaseWalk randomly
Touch books not cakes!
TERIMA KASIH!!
OTHER THINGS I LEARN:
People are enjoying shopping!!Cozy environment makes you stay longerToo “pro-active” sales staff make you feel
uneasySale Items in strategic places catch your
attentionThey who come alone most likely ended up
purchase something In Indonesia, sales staff have to smile!!