Attention Observation Stores

A Crash Course on Creativity – Prof. Tina Seelig, Stanford University
- Assignment 02: ARE YOU PAYING ATTENTION? -

Assignment 02
ARE YOU PAYING ATTENTION?
An observation in 3 stores in Cologne, Germany
(due to lack of time I focused on three stores!)


The observed stores
1. Mayersche Buchhandlung (bookstore)

2. Globetrotter (shop for outdoor equipment, e.g. hiking,
camping, outdoor footwear...)

3. Butlers (shop for interior decorations and furniture
accessories)

Julian J. Schnell – Team 15118 Overview


1. Mayersche Buchhandlung

Julian J. Schnell – Team 15118


BEFORE ENTERING THE STORE
- Doors are open (there are no doors)

- Everything feels quite welcoming, friendly and open

- „Reduced price“-items standing in front of the store as eye-
catchers, items are kept very general: illustrated books,
cooking books, books of the city Cologne...)

Julian J. Schnell – Team 15118 Observations


ENVIRONMENT
- Light and cosy surrounding, carpeted floor
- Cash register on every floor at the same position -> no need to
search for the cashier, it‘s always in the same place!
- Many sofas -> one is encouraged to stay for a long time, to read
and rummage in books
- Children‘s play area in the kids book section
- Special topic sections are on the borders; common items, such as
newspapers, calendars are in the middle of the floor, so you‘ll
have to pass them



PERSONELL
- Staff is not wearing uniform
- There are information areas, where you can contact a staff
member
- Staff has no script to follow while in contact with a
customer
- Staff members reflect the consumer group: male and
female salespeople (though a bit more women), no specific
age group



PRODUCTS
- not only books, also seasonal products and other stuff (toys, items
related to book section, e.g. incense sticks in the esotericism
section)
- Classic books are set up aside (maybe because one typically buys
them by intention?), bestseller are set up near the entrance
- Featured books are typically bestsellers, illustrated books and those
with celebrities on book cover
- There are impulse items near cash register, such as bookmarks



CUSTOMERS
- Males as well as females in almost every age

- More singles than couples

- Young women, but only few young men

- Customers tend to walk a predetermined path



OTHER OBSERVATIONS

- Idea for improvement:
- Feature books that are related to a special event, that takes
currently place in the city! For Example: This bookstore sells
illustrated books of David Hockney (artist), but didn‘t feature
them notably though there is currently an exhibitionof him
taking place at the Cologne exhibition hall!



INSIGHTS
I never thought about it before but I go to this bookstore quite
often, even when I don‘t want to buy something. The created
atmosphere makes you feel very good. They used to have a long
table with internet terminals, for some reason they decided to
take it out. I think by keeping it, customers would stay even
longer!
-> BUILD A COSY SURROUNDING AND PEOPLE COME AND STAY!

Julian J. Schnell – Team 15118 Insights


2. Globetrotter


2. Globetrotter

- Doors are closed

- Only a few display windows

- No products outside



2. Globetrotter
ENVIRONMENT
- First thing you see is a stand-up display promoting a outdoor
exhibition that is sponsored by Globetrotter
- Security is standing demonstrative at the entrance
- shelves with catalogues as free take away
- No music‘s playing, but you can slightly hear animal voices
- Sandy, wooden floor, light surrounding
- Everything feels quite open: there is no predetermined way you
are supposed to walk, you might feel a little lost but adventurous
(-> getting lost is part of the journey?)



2. Globetrotter
ENVIRONMENT
- Cash register on the same spot on each floor
- Ceiling is blue-greenish (-> to imitate
heaven/sea/forrest/jungle – impression?)
- You are invited to test products (there‘s a rain room to test
waterproof jackets, a terminal to test gps devices, even a
swimming pool to test kayaks)
- There‘s a coffee shop, a travel pharmacy, a travel agency as
well as a doctor‘s practice to get you immunization



2. Globetrotter
PERSONELL
- Staff is wearing uniform
- There is a information point, where you can contact a staff
member, though you might miss this information point
quite easily
customer
- Staff members reflect the consumer group: mostly male
salespeople, no specific age group



2. Globetrotter
PRODUCTS
- You may test a lot of the products to get an experience

- There are no featured articles

- They sell toys & books in the kids section

- No impulse items near the cash register



2. Globetrotter
CUSTOMERS

- Mostly male, every age

- Almost only singles

- Customers don‘t tend to walk a predetermined path as the
concept of the store is kept quite open



2. Globetrotter
OTHER OBSERVATIONS

- First impression of the store is quiet blurred because of the
aggressive promotion of the store catalogue and the
sponsored events -> Instead of offering free catalogues, they
should display eye-catching products near the entrance which
lure you into the store



2. Globetrotter
INSIGHTS

This store seems to have focused on his consumer group!
Everything feels very adventurous, you can test many things, the
staff seems to use the products as well – so you get the feeling
to be in good hands
-> FOCUSING ON THE CONSUMER!



3. Butlers


3. Butlers

- Doors are open

- Cooking- & seasonal items outside



3. Butlers
ENVIRONMENT
- Discrete lounge music
- Flashy lights, that might be practical, but generate no cosy
atmosphere
- One Power aisle with small aisles branching off
- Parquet floor
- Smell of candles
- Cash register near the entrance
- There is no thematically distribution of the products (you find
dinnerware on every floor!)



3. Butlers
PERSONELL
- Staff is wearing uniform

customer

- Staff members reflect the consumer group: only women



3. Butlers
PRODUCTS

- No featured products
- Many seasonal articles (Christmas)
- Arrangement of products seems quite chaotic
- Impulse items near cash register



3. Butlers
CUSTOMERS

- Almost only femaly, up to Mid 40s

- Few with their partners, sometimes two women

- Customers have to walk a predetermined path as there is not
really any other way!



3. Butlers
OTHER OBSERVATIONS

- Distribution of products doesn‘t make sense at all! Also, new
items, which haven‘t been put in shelves yet, are stored
closed on pallets on the sideway, which hinder the
consumer‘s way through the store



3. Butlers
INSIGHTS
This store seems to have focused on women only! As a male, I
got lost immediately due to the missing sectioning. I wouldn‘t
find a single product, except by asking or by coincidence. I went
to the store several times before but didn‘t realize this. The
store made a very chaotic impression to me and hence it felt
quiet unlovely.

-> AVOID CHAOS – TAKE CONSUMERS BY THE HAND!


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