Venture Lab 2012 Creativity Class Assignment 2 - 'Pay Attention'

1. PAYING ATTENTION
Assignment 2 – A Crash Course in Creativity
Supriya Kurpad
29 Oct 2012
This course is offered as a part of the venture-lab initiative by Stanford University. www.venture-lab.org

2. STORES I VISITED
Flower Market
 Single salesperson
 Attractive colourful appearance
 Customers spend average 10mins
 Customers know exactly what they want
 Store draws customers in
 Noise of haggling b/w owner & customers
Furniture Expo
 Customers get feel of each product
 Customers arrive in groups
 Customizable products
 Open Door
 Instrumental music played
 Well aerated and well lit atmosphere
Dominos Pizza Outlet
 Tiled floor
 Customers follow single path
 Salespersons wear uniform
 Medium sized branding outside store
 Average age of customers is 25yrs
 Salespersons have script for greeting
customers and answering queries

3. STORES I VISITED
Gold Jewellery Store
 Groups of customers are usually families
 Theme of store is white and gold
 Doors are closed
 All products are at eye level
 99% of customers buy products
 Security is visible inside the store and at entrance
Apple iStore
 Closed doors
 Makes passersby feel products are ‘out of
reach’
 Recently launched products are on
centre table
 Salespersons have uniforms
 Less than 30% of customers purchase
products
 No noise. Well lit environment.
City SuperMarket
 Lures customers with promotional offers
 Customers can feel products
 Price of products easily available
 No uniform for salespersons/assistants
 Tiled floor
 Impulse items are placed near cash
counter

4. Store ----> Apple iStore Gold Jewelery Furniture Expo Flower Market Dominos Pizza City
Questions Store Supermarket
(below)
Before No, it doesn’t Yes. Displaying Yes. Displaying Yes, by the sights Yes. Image Yes. Displaying
Entering large images of large images of and fragrances of display and large images of
Does the products and products and the flowers. convenient products and
store draw discounts discounts location discounts
you in? If so, outside the store outside the outside the store
how? and in nearby store and in and in nearby
area nearby area area
Is the door Closed Closed Open Open Closed Open
open or
closed?
How does this Products are Products are Everyone is Everyone is Closed doors Everyone is
make you 'exclusive' and 'exclusive' and welcome to take welcome to take help keep the welcome to take
feel? 'out of reach' to 'out of reach' to a look, get a feel a look, get a feel store hygienic a look, get a feel
passersby passersby of products of products of products
How big is the Medium. Classy. Large. Formal. Very Large. Small. Dusty. Old Medium. Medium.
sign lettering Colourful. signage.
and in what
font?
What does it Branded store. Display carefully Display grabs Inexpensive Well branded. Invites
tell you about Attention to decided. Cares attention. products. Customers can customers
the store? detail while about customers Invites expect good
building store. customers. service
Environment Black and white. White and gold. Pale colour Old cemented Display of many Multi coloured.
What is the Makes the store Well planned. In scheme. Keeps walls. Makes me large pictures of Keeps the store
color scheme appear classy. tune with the attention on feel products are families enjoying atmosphere
of the store? products. the furniture. cheap and pizza. Makes me lively.
How does this Many large affordable to salivate!
affect you? mirrors. everyone.
What type of Glossy floor with Vitrified tiles on Carpeted floor. Cemented. Tiled floor. Light Cemented floor.
floor does the white tiles. Rich the floor. Light Red. Important Vendors find it coloured. Clean. Non slippery and
store have? feel. pink. Adds while displaying easy to clean. easy to push
How does this beauty to the furniture. carts on.
effect the store.
environment?
How high is Not high. Limited High roof. Feels Very high. Low roof. Makes Normal for a Very high.
the ceiling? range of like many Spacious well me want to keep dining place. Multiple floors.
How does this products. products to look aerated, the shopping Comfortable Feels like I have
feel? through. comfortable experience feel. to spend lot of
shopping – “quick”. time there to get
considering a good idea of all
no.of shoppers. produtcs. I fdon't
mind being there
longer.
How brightly Normal. Good Dim – yellowish Very bright. Well Few small bulbs. Normal. Well lit. Very well lit.
lit is the look at products. lights. Makes lit. Easy Hard to check Special lights on Comfortable
store? How gold glitter shopping even quality of all images on the shopping 24*7
does this more. Provides in the evening. flowers. walls – of
affect you? relaxed feel. Purchase based families eating
on trust. pizza.
How loud is Silent. Quiet Silent Loud Some noise. Silent. Silent
the peaceful
environment? observation of
products.
What is Occasional Instrumental Salespersons Haggling Instrumental Instrumental
causing the conversations music at low from different between music at low music at low
noise? between volume. companies customers and volume. volume.
customer service Peaceful trying to get multiple Occasional
guys and observation of customer vendors. announcement.
customers. products. attention.
Announcements
of offers on
loudspeaker.

5. Apple iStore Gold Jewellery Furniture expo Flower Market Dominos City
Store Supermarket
Is there music - Music fits the - - Music fits the Music fits the
playing? If so, environment. environment. environment.
does it fit the
environment?
Store Comfortably Comfortably Comfortably Slightly hotter Comfortably Comfortably
temperature warm warm warm than comfortable warm warm
Well temp
airconditioned
Is the store Few products. Crowded. Good Crowded. Good Crowded. Good Limited regular Crowded. Good
crowed with choice for choice for choice for menu. choice for
merchandise customers. customers. customers. customers.
or is it
sparse?
Does the No Yes. Flowers and Smells of wood Wonderful mix Smells of pizza No
store have a fragrance sticks of fragrances and ketchup!
distinctive used to decorate
smell? the store
Where is the Manager's Manager's Many counters - Cash register is a Manager's Manager's
cash register counter well counter well one each for normal box with counter well counter close to
located? within the store within the store each company the one person within the store the exit
at the expo managing the
store.
How visible is Non existant Very visible at Visible at Non existant Non existant Visible at
the store entry/exit points entry/exit points entry/exit points
security? and within the
store
How long do 30Mins – thats 2-3hours – till I 2-3 hours – 10mins. Time to 90mins – Time 30mins to walk
you want to the time to get a have looked at a because of the pick whats to order and through all alleys
stay in this good hands on wide range of large area of the required, pay up have a meal
store? with latest designs, tried it store and time and rush out. with friends
products and decided to check various
whats best for designs
me.
Does the Very Very No. Products of Yes. Makes Slightly affected. Slightly affected.
environment significantly. significantly. different costs products appear
influence the by different very affordable.
perceived companies
value of the available within
merchandise? same
environment
How long Less than a Less than a Less than a Few minutes Customers One assistant
does it take minute. minute. minute. because one approach watches each
before a sales man runs the counter within a alley. He comes
person show minute of to help only
initiates walking into the when asked.
contact? store.
Does the Initially yes. Initially yes. They ask The store Yes. They follow No script.
salesperson Later Later customers what owner/salespers a script to take
have a script conversations conversations they're looking on listens to the order and
to follow with depend on what depend on what for and take it what the inform
each he's asked. They he's asked. They from there. Very customer asks customers about
customer? have been have been customized and delivers it. combo-offers.
taught what to taught what to approach. He rarely speaks
say about each say about each to mention the
product product cost or the
occassional
festive offer.

6. Apple iStore Gold Jewellery Furniture expo Flower Market Dominos City
Store Supermarket
Does the Mostly, no. But Mostly, no. But Mostly, no. But No. All get same No. All get same No. All get same
salesperson those who show those who show those who show treatment. treatment. treatment.
treat different more interest in more interest in more interest in
customers a product get a product get a product get
differently? more interest more interest more interest
from the from the from the
salesperson. salesperson. salesperson.
What is the 1 salesperson for 2 salespersons 1 salesperson 1 salesperson. 1 salesperson 1 salesperson for
ratio of every 4 for every for every 2 Doesnt matter for every 3 every 10
salespeople customers customer customers how many customers customers
to customers? customers.
What age and Salespersons & Young. Female. Young. Male. 1 per store. Mixed gender. Owner/Manager
gender are manager are 20-30yrs old. Early 20's. Could be male or Early 20's. about 40yr old
the young. Owner is 50yr female. males. Male and
employees? Male.Early 20's. old male. female assistants
in early 20's.
Are the Only to give Saleswomen all _ Yes, to decorate No No
salespeople demo wear gold chains the religious
using the and bangles photos in the
store store.
products?
Do the Yes. Western Yes. Beautiful No No Yes. Western No
salespeople uniforms. traditional wear. uniforms.
have a
uniform?
Do the Yes. Very much. Yes. Very much. No. Can be Yes. Customers Yes. Very much. No. Can be
salespeople improved. dont expect improved.
match the salespeople in
stores image? fancy uniforms.
They get what
they expect.
Products Latest range Latest range. Latest range Same everyday. Same everyday. Products on sale.
What is the
first product
that you
notice?
Is there a Yes. Looks good. No. It would _ _ No Centre table
central Attracts need extra displays products
display table customer's security. on sale. Older,
with featured attention. less-in-demand
products? products
Where are Nothing 'on- Nothing 'on- At entrance Nothing 'on- Nothing 'on- At the entrance.
items that are sale'. sale'. sale'. sale'. Near the cash
“for sale” counter where
located in the people wait in
store? queues
How are the First by date of By function By price Colour Vegetarian/ By function.
products release. Then by Non-vegetarian Then by price.
arranged? By function.
function? By
price? By
color?
Are there free Free, engaging Products can be No No No Only on some
samples or demonstrations tried. perfumes
demonstratio
ns?
What All. All All All All Commonly used.
products are
at eye level?

7. Apple iStore Gold Jewellery Furniture expo Flower Market Dominos City
Store Supermarket
What items in Oldest products Most expensive Most expensive Most delicate - Most expensive
the store are products products products products
in the least
accessible
locations?
Where are most expensive most expensive most expensive most expensive – most expensive most expensive –
the most and – most visible. – most hidden – most hidden most visible. – most hidden most hidden
least least expensive least expensive - least expensive - least expensive least expensive - least expensive -
expensive - most hidden most visible most visible - most hidden most visible most visible
products Combo costs are
located? displayed more
than 'single
order' costs
Are the prices Yes No Yes Yes Yes Yes
of the
products easy
to find?
Are there No No No No Yes. Cakes and Yes. Chocolates,
impulse items Cookies. socks,
near the cash handkerchiefs,
register? mint etc
Customers With friends. With family. With family. Most are alone. Groups. 30% alone. 70%
Are most Groups. Mostly women. Large groups or Mostly women. Friends/family. in groups of max
customers couples. two. 99% of
alone or with groups are moms
someone and kids.
else? What is
the
relationship?
What is the 27 40 30 40 28 30
average age
and gender of
the
customers?
Do customer Yes. Yes. Yes. No No Yes.
touch the
products? Is
this
encouraged?
Do most Mission to check Most are on a Most are on a ALL are on a ALL are on a ALL are on a
customers out the latest mission to buy. mission to buy. mission to buy mission to buy mission to buy
appear to be product.
on a mission Browsing.
or are they
browsing?
What percent Less than 20% Above 90% About 60% 99% if not all All All
of customers
purchase
products in
the store?
When a Yes No Yes Yes Yes No. They mostly
customer know what
enters the they're looking
store, do they for.
tend to walk
in the same
path or
direction?

8. Apple iStore Gold Jewellery Furniture expo Flower Market Dominos City
Store Supermarket
How long do 30mins 2hours 3hours 10mins 90mins 30mins
customers
stay in the
store, on
average?
Other Presence of sales Glass top display Salespeople Customers to They don't seek They offer free
Observations: people and the helps customers carry samples of this store are customer home delivery
immediate get a better look different many and feedback at any services once a
attention at products. textures and frequent. They time that the customer drops
customers colours in which know exactly customers are off a list of
receive while furniture items what they want within the store. required items,
walking in can be custom and how much at the store.
prevents made. the want. They
customers from expect their
entering the 'Advance' business to get
store “just to booking of over within
take a look”. EMI discount rates 10mins and
options (critical by paying a don't look for
to India middle small premium extra frills.
class) are with a validity of
displayed. 6 months Most customers
encourage have a 'standard
customers to order'
book the
discount price
now and use it
anytime within
6months.
THANK YOU!