1. Crash Course on Creativity
Observation Lab
Before you enter the store:
Does the store draw you in? If so, how?
The store is wide open with muted colors but a welcoming one. One feels comfortable
shopping here. The signs and lettering are bright; visible without being too obtrusive.
The store is a convenient place to shop. Most of my dry groceries and vegetables are
available here.
Environment:
The colour scheme is green and white. It makes the environment soothing and
uncluttered.
The floor is white marble, clean and free of dust
The ceiling is neither too high nor too low
The store is brightly lit, which helps me to navigate my way smoothly and moreover I
can see the different items clearly.
There isn’t any loud or raucous sound from the sales personnel; sometimes though,
some customers can be loud. Often this happens when they call out to the sales girl/boy
looking out for a particular item that they cannot see or talk in their mobile phone.
There is no music, but I wish there is a piped music playing at the background. This
would elevate the shopping experience.
The store is cold,in a reasonable kind of way. It doesn’t make us uncomfortable
The store is neither crowded nor sparse. The merchandise is evenly spread. At one side
of the store I feel the smell of detergents, cleaning agents etc. are overpowering. As one
enters one gets the smell of cookies and chocolates. That can be tempting. I generally
end up buying chocolates because of the smell.
The cash registers are located at the center immediately as one enters. There are many
of them which make the billing experience a pleasant one.
The store security is close circuit camera surveillance but it is unobtrusive and hidden
from view. There is security check at the exit where the personnel checks the bill and
returns it to the customer. However, it is not done with the regular customers.
I usually leave after the shopping is over. Sometimes I linger on to see if I can get
something I’ve been looking for, but doubt if I’ll ever get it there. Still I search because
the store has a high value in my shopping experience.
Yes the environment of the store instills confidence in me. I feel whatever I’m looking for
I’ll get it here. I feel the value of the merchandise is neither too pricey nor cheap. It’s just
right for my pocket.
Personnel:
The sales persons generally avoid being proactive. They are generally found arranging
and rearranging merchandise. Only when they are asked they come forward to help.
I have not seen them being very active with anyone except during packing at the billing
counter. They are equi- distant with all customers but are very vocal with each other.
There is regular light hearted banter among them. The ratio of sales people to
customers is 10:1. Most of them are young adult females ranging from 18 to 28 years of
age.

2. I’m not sure if the sales people are using the products of the store. They wear the store
colour uniform-white and green. No , the image of the store is efficient and swanky. Not
so the sales personnel. Some of them are not able to deal with customers who speak in
Englsh. The store caters to a cosmopolitan crowd, but they can speak in the native
languages other than English.
Products:
What is the first product that you notice? Chocolates
Is there a central display table with featured products? Shelves displaying products are
showcased on the sides
Where are items that are “for sale” located in the store? All over the place
How are the products arranged? By function
Are there free samples or demonstrations? No
What products are at eye level? Almost all the products
What items in the store are in the least accessible locations? None
Where are the most and least expensive products located? Products are not placed
according to pricing.
Are the prices of the products easy to find? Yes the prices are written at prominent
places on the label.
Are there impulse items near the cash register? Yes, chocolates and it works for them.
Customers:
Are most customers alone or with someone else? What is the relationship? Most
customers are accompanied with someone else. Generally children accompany their
parents
What is the average age and gender of the customers?Across the spectrum. I have
seen senior citizens as well as young adults come in to make their purchases.
When a customer enters the store, do they tend to walk in the same path or direction? –
Customers move in a circular manner since the store aisles are built that way.
How long do customers stay in the store, on average?Around half an hour.
Yes customers touch the products since self-service is encouraged
Do most customers appear to be on a mission or are they browsing?A bit of both.
What percent of customers purchase products in the store?100%.There are no window
shoppers
Other Observations:
It is a convenience store. So all customers enter to buy products not
to browse.