Paying attention, by Part of 2nd Assignment with Prof. Tina Seelig, Stanford Uni. A Crash Course on Creativity - By Khalid AL-Khateb

PAYING ATTENTION
EXERCISES 2

Stanford University –
Prof. Tina Seelig
A Crash Course on Cretivity
By Khalid AL-Khateb
kkhateb@gmail.ocm 30th October 2012

“If I have ever made any
valuable discoveries, it has
been owing more to patient
attention, than
any other talent”

Isaac Newton: (1642-1727)

Assignment “Individual”
1- Go to at lest 6 different stores – spend time

2- Create a presentation that capture my INSIGHTS
a- What types of things I had missed before?
b- What were my biggest surprises?
c- Are there opportunities I never noticed before?

Methodology 1
 I have visited 7 shops in Two different malls
 Why did I choice these shops; I know them very well Inside-Out, I buy
from them so often, I visit them at least twice a month for my personal
shopping , and they are my favorite shops. 7 seven shops; HUGO
BOSS, Burberry, Diesel Jeans, MARINA EXOTIC HOME
INTERIORS, Mont Blanc, Saks Fifth Avenue & Tobacco Road Cigars
 Visited Two Different Malls; AlSeef Mall (Owner's by Government) and
City-Center Mall (Foreigner Investors)
 Spend more than 30 to 45 minuets in each shop
 I had prepare a “Observation Record Sheet” in my iPAD
 With my iPhone camera
 I walked inside the shops different path and direction
 I was more giving to more attention and observation than usually I do
 Other Observations; see next slide

Methodology 2
Other Observations ;
A- Look and Feel
- Branding
- Marketing materials; Posters, Flyers, etc..
- Corporate Identity
- Ambiance
- Lights
- Sound
- Cleanliness
- Smell
- World Wide - Stranded
B- Shop
- layout
- Products Display
- Variety & Selection of Products
- Cost & Prising Value
- Location
- Easy to reach - Signage
- Stranded – World wide
C- Management & Assistants:
- Shop Assistant | looks and Tidy
- Shop Assistant Knowledge
- Language
- Shop Assistant Beavertail & Attitude
- Shoppers – Crowed
- Management

Observations 1- Before Enter The Store (Alphabetical Order)
References BOSS Burberry Diesel MARINA Mont Saks Fifth Tobacco
HUGO Jeans EXOTIC HOME Blanc Avenue Road Cigars
BOSS INTERIORS
Does the store Yes, the Yes, the No Yes, Yes, the No No Yes, lovely
draw you in? If so, outlook and windows windows
how? the color collection collection Habana
display display Cigars
I love wood display,
Is the door open open open open open open Open
or closed

How does this Alright & Alright & alright Nice, & Nice & ok open
make you feel? welcoming welcoming welcoming welcom
ing
Nice &
How big the sign Large font Large font Large Large font and Large Large font welcoming
lettering & in and clear but not clear font clear font and clear
what font? , they go with and and also in
Brand color clear clear Arabic Small font
theme language but clear
What does it tell Sold Color is Creating a culture- Casual, Colorful , Luxury Its so big I
centric
about the store? very luxury environment for Exotic stylish wallets got lost ,
brand Luxury brands young and inner Cozy,
understand the
adult pens signage is
value of creating a
also poor
frrenadly
customer service
experience in lather
which everyone in
the company accesso
participates in. ries
items

Observations 2- Environment
1
References BOSS Burberry Diesel MARINA Mont Blanc Saks Fifth Tobacco
HUGO Jeans EXOTIC Avenue Road
BOSS HOME Cigars
INTERIORS

What is the Its Nice Nice Nice Nice, Multicol Colorful
color scheme nice, colorful colorful, colorful, different or, with
of the store? so attracti too soled color different differen
How does this formal ve casual, wood mix with new brands t Cigar
affect you? , too friendly with line of brand
dark colors copper accessori with
give nice es differen
feelings t color
bands
What type of Same Same Same Same Same Same Wood
floor does the marble marble marble marble marble marble floor
store have? like like the like the like the like the like the nicre
How does this the Mall Mall Mall floor, Mall Mall
effect the Mall floor, floor, same floor, floor,
environment? floor, same same feelings same same
same feelings feelings feelings feelings
feeling

2
HUGO Jeans EXOTIC Blanc Avenue Road Cigars
BOSS HOME
INTERIOR
S

How high is Too Too Low Cozy Too Too high, feel Cozy
the ceiling? high, high, nice Nice , high, cold Nice ,
How does this feel feel layou feel feel feel
feel? cold cold t warm cold warm
How brightly Its not Colorful Color Colorful Bright Too much Nice
lit is the bright very ful very nice bright bright
store? How too bright , very cozy
does this dark, feel nice nice
affect you? feel
bad
How loud is Quiet Quiet Nice quiet Quiet Music but not Quiet
the with nice , its huge
environment? music you feel too
loud

3
BOSS HOME
INTERIORS
What is Quiet Quiet Music Quiet Quiet Music and Quiet
causing the people
noise?

Is there music No No Yes, and Quiet Quiet Music but Quiet
playing? If so, its nice does NOT
does it fit the goes go with
environment? with environme
environ nt
ment
Is the store Fair Fair Fair Fair Fair Fair Worm
warm or cold?
Is the store merch mercha mercha merchandi merch sparse merchan
crowed with andise ndise ndise se andise dise
merchandise
or is it sparse?

4
HUGO Jeans EXOTIC HOME Blanc Avenue Road
BOSS INTERIORS Cigars

Does the store have a no no Omm Woody, and vintage Lather Perfumes Tobacco
distinctive smell? cloth smell goods

Where is the cash Near the In the In the back In the middle center Near the Every where? Side center
register located? entrance entrance middle entrance
right hand center right hand

How visible is the store Non Non Non Non Non Very visible in Non
security? the entrance

How long do you want Not long Not long 15- Not long Long 30-45m No t long Long 20-30 Long 20-30m
to stay in this store? 15-20 m 20 m 15-20 m 15-20m

Does the environment yes yes yes yes yes NO yes
influence the perceived
value of the
merchandise?

Observations 3- Personnel
1
HUGO Jeans EXOTIC Avenue Road Cigars
BOSS HOME
INTERIORS

How long does Immediatel Immediate Not Immediately, Immediately, Not fast Immediatel
it take before a y, ly, fast 5m 5m to ask if y
sales person to ask if you need
initiates you help
contact? need
help

Does the no yes no no yes no no
salesperson
have a script to
follow with
each customer?

Does the no yes no no yes yes no
salesperson
treat different
customers
differently?

2
BOSS HOME
INTERIORS

What is the 5 to 10 5 to 10 3 to 5 to 10 5 to 10 5 to 10 (50%) 1 to 5
ratio of (50%) (50%) 10 (50%) (50%)
salespeople
to
customers?
What age End of End of Early End of Early End of 20’s End of
and gender 20’s 20’s of 20’s male of 30’s female more 20’s Male
are the male male 20’s more male than male
employees? more more male than more
than than NO female than
female female femal femal
e e
Are the Yes No yes N/A yes yes N/A
salespeople
using the
store
products?

3
BOSS HOME
INTERIORS

Do the yes yes no yes yes yes no
salespeople
have a
uniform?
Do the yes yes Yes yes yes yes yes
salespeople
match the
stores
image?

Observations 4- Products
1
BOSS HOME
INTERIORS

What is the Shoes Shirts Jeans Oak Wood Lathe Perfume Cigars
first product table r
that you wallet
notice?
Is there a Yes, new no Yes, no no No no
central arrivals Sale
display
table with
featured
products?
Where are In the Within In the Within withi In the sides n/a
items that middle middl n
are “for e
sale”
located in
the store?

2
HUGO Jeans EXOTIC Avenue Road Cigars
BOSS HOME
INTERIORS

How are the By By By n/a By By n/a
products function function price function function
arranged?
By function?
By price? By
color?
Are there n/a n/a n/a n/a n/a Yes small n/a
free perfumes
samples or
demonstrati
ons?
What Shirts Men's jeans Pictures wallets Perfumes Cigars
products are section
at eye level? t-shirts

3
HUGO Jeans EXOTIC Blanc Avenue Road
BOSS HOME Cigars
INTERIORS

What items T-shirts n/a shoes Curtain Brief Men’s Cigarette
in the store fabric bag Underwear s
are in the
least
accessible
locations?
Where are n/a n/a Front n/a n/a n/a Front ,
the most vintage
and least cigars in
expensive the back
products
located?
Are the no no yes yes no no yes
prices of the
products
easy to find?

Observations 5- Customers
References BOSS HUGO Burberry Diesel MARINA Mont Saks Fifth Tobacco Road
BOSS Jeans EXOTIC HOME Blanc Avenue Cigars
INTERIORS
Are most customers
alone or with someone
Individual Couples Indivi Family Individ Mix, most Individual
else? What is the dual and ual of it s, male
relationship?
couples women
What is the average age
and gender of the
From 30’s From Youn Family 30’s Women 21 ‘s by
customers? and up 30’s and g with kids and up from 20’s law
up adults 30’s
3- When a customer
enters the store, do they
tend walk tend No tend walk tend No tend
tend to walk in the same direction walk patte direction walk pattern walk
path or direction?
directio rn directi direction
n on
How long do customers
stay in the store, on
20-30m 20-30m 20- 30-40m 20- 30-40m 10-20m
average? 30m 30m
Do customer touch the
products? Is this
yes yes yes Not all yes yes yes
encouraged? items
Do most customers
appear to be on a mission
mission mission Brow Browsing Browsi Browsing Mission
or are they browsing? sing ng
What percent of
customers purchase
30% 30% 60% 40% 30% 40% 90%
products in the store?

Observations 6- Other Observations
BOSS HOME
INTERIORS

Stocks and Old New always New New old old Fresh
Collocation

Ambiance nice nice nice nice nice nice nice

World Not same Sam Same same Not the same Same
Wide - the e
Stranded same
Layout Not Nice cozy nice nice nice huge Nice cozy
that
good
Variety & Limite Limited Goo good Limit Very limited good
Selection d d ed
of Products varie
ties

My New Observations
What types of things I had missed before? & What were my biggest
surprises?
 1- Saks Fifth Avenue SFA (Bahrain) They Have Kids Department
http://www.youtube.com/watch?v=SVln0VmBsr4
 2- I have observe some products , I did not know they are here;
 A-Diesel Jeans they have Motorbike Helmet . Also they have big
collection of different line of clothes too. B-Montblanc they have
new line of women accessories same like CD.
C- BOSS they have big collection for women
D- SFA they have Kids department, and Arabic Traditional Cloth
called “Thoub”
E- MARINA EXOTIC HOME INTERIORS the sell carpet & rugs too
F- Some of salesperson they can speaks Arabic too
G- Tobacco Road Habana Cigar Shop; they sell Dominican Cigar
too? I thought always they sell ONLY Cuban Cigars
H- All international Brands Shops they DO NOT HAVE Same
Standard world wide?

Outcome & Recommendations
1- Why retailers need to focus on customer experience;
http://www.youtube.com/watch?feature=player_embedded&
v=SY7UrYOvkc0#!
2- TRAINING LUXURY RETAIL STORES AND CUSTOMERS
EXPECTATIONS;
http://www.youtube.com/watch?feature=endscreen&v=R9mLz2A
As8s&NR=1
3- A New Age of Luxury Retailing: Brand Expectations; “LMVH”
http://www.youtube.com/watch?v=kAGUJigMHns&feature=r
elated
4- Tour in Knightsbridge, London: Chanel, Dior, Jimmy Choo,
Burberry, Harrods, Louis Vuitton, D&G ;
http://www.youtube.com/watch?v=bFrISE9Ho1w

Are there opportunities I never
noticed before?
1- SFA can open a Café in association with Prime (High-
End) Café brand-name , it’s a good opportunity ,
they have the space and the customers base too.
Middle-East cutler permit relax life
2- Tobacco Road Habana Cigar ; they can open a Cigar
Bar, in the edge of the mall , and it will be a killer
business , we need one.
3- E- MARINA EXOTIC HOME INTERIORS , they can
open Café too, it will be wow, with Exotic food and
drinks association

Appendices
 7 Seven shops with some pictures and logos;
1- HUGO BOSS
2-Burberry
3- Diesel Jeans,
4- MARINA EXOTIC HOME INTERIORS
5- Mont Blanc
6- Saks Fifth Avenue
7- Tobacco Road Cigars

Hugo Boss AG is a German luxury fashion and
style house based in Metzingen, Germany. It is
named after its founder, Hugo Boss (1885–1948).

BURBERRY

The Craftsmanship Behind Burberry 121 Regent
Street, London;
http://www.youtube.com/watch?v=3MxLpHENuQg
Burberry Group plc (LSE: BRBY) is a British luxury
fashion house, distributing clothing and fashion
accessories and licensing fragrances. Its distinctive
tartan pattern has become one of its most widely
copied trademarks. Burberry is most famous for its
iconic trench coat, which was invented by founder
Thomas Burberry.[2] The company has branded
stores and franchises around the world, and also
sells through concessions in third-party stores. HM
Queen Elizabeth II and HRH The Prince of Wales
have granted the company Royal Warrants. The
Chief Creative Officer is Christopher Bailey. The
http://en.wikipedia.org/wiki/Burberry company is listed on the London Stock Exchange
and is a constituent of the FTSE 100 Index.

DIESEL
Diesel is a well known Italian clothing
company originally specializing in jeans and
other items of casual clothing for the young
adult market. The brand has since its
inception moved on to all sorts of fashion
accessories such as
fragrances, shoes, underwear, watches and
jewelry, having even recently developed a
highly desirable limited edition version of the
new Fiat 500 alongside Fiat with dark urban
colours, denim seats, chrome diesel logos and
other styling touches. The company is based in
Molvena in northern Italy and was founded by
Renzo Rosso in 1978

http://www.american-drugstore.ch/jeans-diesel/diesel-jeans.html

Founded by the stationer Claus-Johannes Voss, the banker
Alfred Nehemias and the engineer August Eberstein in 1908,
the company began as the Simplo Filler Pen company
producing up-market pens in the Schanzen district of
Hamburg. Their first model was the Rouge et Noir in 1909
followed in 1910 by the pen that was later to give the company
its new name, Montblanc. The Meisterstück name (English:
"Masterpiece", the name used for export) was used for the
first time in 1924, for the top lines of fountain pens. Today, the
Montblanc brand is on other goods besides pens, including
watches, jewellery, fragrances, leather goods and eyewear.
The company was acquired by Dunhill in 1977, following which
lower price pens were dropped and the brand was used on a
wide range of luxury goods other than pens.[1]
Today Montblanc forms part of the Richemont group. Its sister
companies include luxury brands Cartier, Van Cleef & Arpels,
Chloé, and Baume et Mercier. Montblanc is owned, through
Richemont, by the South African Rupert Family.
http://en.wikipedia.org/wiki/Montblanc_(company)

Dreaming of a unique specialty store synonymous with
fashionable, gracious living, Horace Saks and Bernard
Gimbel opened the first Saks Fifth Avenue in 1924 in what
was then a primarily residential district of Manhattan along a
stretch of upper 5th Avenue between 49th and 50th Streets.
By offering the finest quality men's and women's fashions
and placing an emphasis on exceptional customer service,
Saks Fifth Avenue would eventually become the byword for
taste and elegance.
When Adam Gimbel became President of Saks Fifth Avenue
in 1926, he brought with him the imaginative foresight that
carried Saks Fifth Avenue to extraordinary success. His first
action was to redecorate the entire flagship store, creating a
series of luxurious specialty shops within a grand space — a
formula that has changed the face of the American retail
industry ever since. His national aspirations for Saks Fifth
Avenue led to the openings of additional branch stores from
coast to coast throughout the next several decades. As Saks
Fifth Avenue expanded, new and innovative brands . were
introduced, cementing Saks’ status as a key American icon in
luxury retailing. Notable launches at Saks Fifth Avenue
included Estée Lauder’s cosmetics line in the 1940s,
America’s first Dior Boutique in the 1970s and Donna Karan’s
debut collection in the 1980s.
http://hambrechtoleson.com/bahrain.html

Paying attention, by Part of 2nd Assignment with Prof. Tina Seelig, Stanford Uni. A Crash Course on Creativity - By Khalid AL-Khateb

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Paying attention, by Part of 2nd Assignment with Prof. Tina Seelig, Stanford Uni. A Crash Course on Creativity - By Khalid AL-Khateb