Dimpy Jazmines's assignment #2 for A Crash Course on Creativity

2. This assignment called for me
to visit at least 6 stores to observe and
share insights and point out hidden
opportunities.
With my trusty camera, I have set out to
visit the stores, and you can read in the
next pages the accounts of my visits.
The stores visited here are located in
SM Megamall and The Podium in
Mandaluyong City, Philippines.
Dimpy

3. BOOKSALE
My first visit was to BOOKSALE, a purveyor of discounted books.
No one can match Booksale’s low book prices, and is the reason
why I regularly frequent this store.
THINGS I HAVE MISSED BEFORE
Had I not checked out the corner pile in one of the lower
display shelves, I would have missed that Booksale also
carries a few audiobooks.
BIGGEST SURPRISE
I am always surprised by Booksale’s wide and eclectic selection of books, ranging from
pocketbooks to coffee tablebooks, which they also keep current. I know that f I browse
long enough, I will always find a title I would like to buy. I actually found in their shelves a book
that I was looking for for a long time – Arturo Perez-Reverte’s “The Fencing Master”, which I bought.
OPPORTUNITIES HIDDEN IN PLAIN SIGHT
I wished Booksale made an updateable online list of book stocks available in their branches. That
way, I can check out and reserve books that I am interested in before going to the store.

4. JAMAICAN BEEF PATTIES
My stomach rumbled, and I felt I needed a quick pick-me-up.
I went to the nearby JAMAICAN BEEF PATTIES to buy myself a
beef patty snack.
THINGS I HAVE MISSED BEFORE
Automatically, I ordered my usual favorite, the spicy-variant
beef patty – known as “Beef Pinatubo” (named after the
Philippine volcano Mt. Pinatubo) – but it was unavailable. I had to settle for the more mildly-flavored
“Beef and Cheese”, which I haven’t tried before.
BIGGEST SURPRISE
While it was not the “Beef Pinatubo” I wanted, I realized that “Beef and Cheese” was okay. I decided that
if the store doesn’t have “Beef Pinatubo” again the next time I visit, I’ll just order “Beef and Cheese” again.
OPPORTUNITIES HIDDEN IN PLAIN SIGHT
Before the day ends, the store always runs out of the “Beef Pinatubo” variant because it is one of their
more popular beef patty flavors. It is an obvioius solution, but they could have stocked a few more “Beef
Pinatubo” variants, and less of the others that don’t sell well.

5. RED RIBBON
RED RIBBON is a popular cake and baked goods store.
They also serve cooked meals inside the store.
THINGS I HAVE MISSED BEFORE
I found out after entering the store that Red Ribbon has a new
cake variant out called the “Triple Chocolate Roll”, which they
are branding as the “chocolatier roll” compared to their
competitors.
BIGGEST SURPRISE
Even though I did not eat anything, I found out that it was very comfortable to hang out in Red Ribbon
while admiring the cake display and smelling the fresh-baked scents. I found a table with plates that
somebody left, so to everybody, it looked like I belonged there as a customer.
OPPORTUNITIES HIDDEN IN PLAIN SIGHT
Another reason why I entered Red Ribbon to look for a cake I intended to give to a friend whose birthday
was coming up. My friend is diabetic, so his cake has to have no sugar. Red Ribbon, however, had no
“no-sugar” cakes in their selection on display. I see this as a missed opportunity to cater to diabetic
birthday celebrants, or people who are watching their weight.

6. COMIC QUEST
I figured it was time for some comic browsing, so I hopped over
to the comic book shop COMIC QUEST.
THINGS I HAVE MISSED BEFORE
While I have been in Comic Quest before, this was my first
visit after a long time and I saw that they have a new store
layout. They now have more spacious displays, with lighted
shelves and cabinets that show off the items for sale better. I think I like their new store layout.
BIGGEST SURPRISE
Inside the store, I overheard some geeks conversing that Professor X is now dead, killed by Cyclops during the
“Avengers vs. X-men” series. This was not new to me. What was new however, was their other piece of news
– that there will be a new Spider-man and it won’t be Peter Parker anymore. Whoah!!!
OPPORTUNITIES HIDDEN IN PLAIN SIGHT
No offense intended, but the sales ladies should read more comics. The sales ladies (who are not geeks) are
good at selling, but they are not that deeply informed about what’s going on in the comics world. They
know the characters and can tell you who’s popular, but they don’t know the motivations and the inner
demons of these comics characters like hard-core geeks do (yes, I admit I’m a comic geek).

7. NATIONAL BOOK STORE
NATIONAL BOOK STORE is another store where I can spend at
least 15 minutes in without getting bored, and without the guards
and the sales staff becoming wary of me. National Book Store is
the largest and most successful book store chain in the Philippines.
THINGS I HAVE MISSED BEFORE
National Book Store had a new set of sale books inside. The
prices are not as cheap as Booksale’s (which specializes in
really cheap books), and the variety is not as extensive, but they
did have a few gems here and there. I did not buy any books, though.
BIGGEST SURPRISE
I was pleasantly surprised by National Book Store’s festive Christmas display of multiple lighted Christmas
trees and Santa Clause figures. These made me feel the Christmas spirit as I entered the store. Good job!
OPPORTUNITIES HIDDEN IN PLAIN SIGHT
As you can see in the picture, there’s a security guard at the store’s entrance. Perhaps, to add to the fun
element, the guard can be fitted with a Santa hat to complement the Christmas theme of his surrounding.
Ho ho ho!

8. TOY KINGDOM
TOY KINGDOM is a big store full of toys. It’s always great for me
to browse here because I find the toys exciting and stimulating.
THINGS I HAVE MISSED BEFORE
There are life-size statues and stand-ups of pop-culture characters
at the store. Before, I used to just pass them by. However, this time,
I saw them as great subjects for photographs, and I helped myself to
some pictures of them (see the items at right).
BIGGEST SURPRISE
As it was closer to Halloween and not exactly Christmas season just yet,
the store had an extensive collection of Halloween costumes and masks on display.
It was a freak-fest of ghouls, witches, ghosts and zombies!
OPPORTUNITIES HIDDEN IN PLAIN SIGHT
Many of Toy Kingdom’s customers are not kids and their parents, but adult toy collectors.
Maybe a section of the store can be allocated for collectible, high-end or nostalgic toys that are
targeted for grown-ups

9. LA SENZA
At this point, I already visited 6 stores, which is the
requirement of the assignment. I figured any additional store
I visit would be a bonus. I decided that my 7th store can
be LA SENZA.
La Senza is a lingerie store, a lingerie store for
women. You won’t find anything directly for men here. The
moment I walked into the store, the sales ladies saw that I don’t
belong there. Spending 15 minutes there was out of the question,
and I found my way out after a few awkward minutes.
THINGS I HAVE MISSED BEFORE
Ummm....
BIGGEST SURPRISE
Errrrr....
OPPORTUNITIES HIDDEN IN PLAIN SIGHT
Urk....

10. BYE!