The document summarizes observations from a furniture store. It notes that the store had a modern floor with carpets, cozy music playing, and a salesperson who promptly greeted customers. However, the store was quite cluttered without separated rooms. Key insights included that decorated rooms help customers envision how furniture would look, bigger stores can provide a home-like feel, and stores should consider distinctive smells to create memorable experiences for customers.

1. Observation Lab – Furniture
Stores
A crash course on Creativity

3. Prices clearly indicated

4. A little too packed...

5. •Nice and modern floor with carpets depending on the
room
•Music matched the idea of the store (cozy and relaxing)
•Salesperson promptly greeted and offered help
•There are no separated rooms which makes the store a
little cluttered

6. The font of the sign and the
whole view of the store itself
reminds me of old things. It
was indeed an antique shop

7. Wooden floor

8. Name of the store is too
hiddenof of the store is “hard
Name
Name the store is too
to find”
hidden
Clear sign of 50% sale

9. Clear path and aisles

10. Big furniture stores

11. • Clear path through the
store
• Salespeople only help
when customer asks

12. • Cash registers
at the end of
the store
• Lots of cash
registers, so
the lines are
not big

13. Rooms fully decorated

14. Prices clearly
indicated
Rooms fully decorated

15. Main insights
• Decorated rooms are more likely to provide a better
picture
• Bigger stores are able to provide the home feeling
• Big stores have directions, which is good, but sometimes
they don’t have shortcuts, so customer has to follow the
whole path without being able to change it
• I missed the distinctive smells on the stores – did not
smell it in any of the stores I entered. I think they’re
missing a great opportunity to make a distinctive memory
in customer’s minds.