Crash Course in Creativity: Are you paying attention? Assignment

1. Insights and Hidden
Opportunities

2. Store List
• DavidsTea
• Aritzia
• Gap
• Little Burgundy
• Club Monaco
• Wal-Mart

4. Davids Tea Insights
• Store front is inviting
• Lighting creates
welcoming and modern
feel
• Use of space gives
impression that store is
clean
• Store colors are minimal
and pleasing to the eye

5. Davids Tea Insights
• Tea on one side of store
while accessories /
products on the other
• Teas are showcased on
wall behind cashier and
well lit resulting in a
premium looking
product

6. Davids Tea Insights
• Packaging feels
premium and invites
shopper to pick it up

7. Davids Tea Opportunities
• Staff is knowledgeable
but very sparse
• Takes time to choose /
smell a tea. Need a
quick guide to choose
• Separate cashier
towards back of store
instead of cashier up
front would help
alleviate traffic

9. Aritzia Insights
• Loud modern club-like
music plays inside and
outside of store to attract
customers
• Modern storefront gives
feeling of premium
products inside
• Employees are attractive
and young females that
wear items that can
found in store,
showcasing everyday use
of apparel

10. Aritzia Insights
• Inside of store uses
premium materials like
wood and tiles
• Tables are low forcing
shoppers to bend over and
touch items
• Spacing and bright lighting
allows for easy navigation
• Use of unique fixtures lets
the shopper feel like they
are at a trendy home
• Cashier is located at center
of store allowing easy
access to emplyees

11. Aritzia Opportunities
• Music is great but almost
too loud, difficult to
communicate to employees
• Prices are at a designer
level, cross collaborations
with famous designers
might be something to
explore that can help justify
high prices
• Possibility of expanding into
menswear
• Sell eclectic house wares
that are found in store

13. Little Burgundy Insights
• Modern music playing let’s
shopper know it is a shoe
store oriented to younger
styles
• Shoes on lightboxes draw
attention to product
• Store front allows you to
see right through the entire
store showcasing
accessories
• Products are displayed
around the perimeter of the
store and center is used for
seating

14. Little Burgundy Opportunities
• Have more items at eye
level to showcase entire
shoe
• Window displays are
sparse and can use a
ledge and lighting to
highlight products
better
• Building more curiosity
to product inside store
may help drive traffic

16. Gap Insights
• Store front blocks view
towards inside of store,
creates curiosity
• Lighting on manikins
allows clothes to pop
• Modern music played at
a moderate level

17. Gap Insights
• Sale signs are displayed
prominently throughout
store
• Products displayed
throughout the store
• Good use of space to
allow for traffic but
have the store be full of
products in each area

18. Gap Opportunities
• Greater product variety,
at a glance all the
products look the same
• Use of more premium
materials for shelving
and floors may help
elevate store’s image

20. Club Monaco Insights
• Lounge music playing lends
to a relaxed but trendy
environment
• Large imaging at storefront
project classic luxury
lifestyle
• Contrast of black and white
is artistic and draws in
attention
• Employees are attractive
and well dressed in Club
Monaco apparel showcasing
products in everyday use

21. Club Monaco Insights
• Use of premium flooring
and furniture establish
the store as luxurious
• Stores are well light and
have high ceiling
contributing to a light and
airy feel
• Use of scale with lighting
and furniture give hints of
a designer fashion

22. Club Monaco Opportunities
• Black and white photos
use an accent color to be
more forthcoming to grab
attention
• Offering lower prices or
deeper discounts for on
items may help expand
clientele
• Stacking / layering
products on a multilevel
surface may help the
products from blending
into the rest of the store

24. Wal-Mart Insights
• Large store front looks
impressive
• Welcome sign doesn’t
look or feel welcoming
• No music or sounds
outside of the store
• Large parking lot makes
store very easy to find
and convenient

25. Wal-Mart Insights
• Store size make it difficult to
navigate quickly, allows for
shopper to purchase more
items on the way to
checkout
• One-stop-shop for
everything (groceries,
clothes, toiletries,
electronics, etc.)
• Employees are easily
accessible with zero
pressure / sales tactics
• Sale items are displayed
prominently in large type

26. Wal-Mart Opportunities
• To open smaller stores
that would be more
convenient to a quicker
shopping experience
• Have products more
easily accessible by
reducing height of
shelving
• Décor and lighting leave
much to be desired as it
doesn’t feel inviting.

27. Thank You