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1. Are
You
Paying
Attention?
Observation Lab
Assignment #2
Crash Course on Creativity
By Lim Min Chern

2. Disclaimer
Generally in Singapore, it is not easy to take photographs when inside a store, unless permission is given ( or
requested from through official means )… Hence, on occasions when photo-taking is less permissible, I have
taken the liberty to search for them on the internet. Many thanks to the various sources I found…

3. A picture tells a thousand words…
Unfortunately I am not a master of the craft of photo-
taking… so please forgive my amateurish attempt…

4. The first store
that greeted me
as I entered the mall…

6. Promotion
Poster
Open Concept
Demonstration
Kitchen

7. Product
selection
includes
beverages
Bright
lighting
Wide selection;
clear, clean
displays

8. Novel product
selections
showcasing
innovation &
spear-heading in
Bread Industry
Overall experience :
Let’s get talking about Bread!!!

9. Some Observations…
Security alert high… staff & store manager seemed suspicious of “my
browsing” activities… Good & bad – Tight security means low
theft/losses… I decided to hang loose and observe from a greater
distance… Hence, had I been a potential customer, they lost me…
Only 1 Staff ( Cashier at the counter ) attempted to “greet” me
( or anyone, for that matter – she was the ONLY one serving the
customers – there were at least 5 other staff who stayed mainly
behind the demonstration kitchen )… she noticed me browsing
and threw in the line, twice : “Any steam cakes for you?” ( with a
smile – steams cakes were their “impulse items” displayed at the
cashier’s counter )…
Very attractive selection and lay-out… attracted many “browsers”…
but only about 60% bought… I could see customers deliberate and
hesitate on buying / which items to buy…

10. • Generation 4: BreadTalk Gets You Talking
• The enhanced brand encounter is best encapsulated in its ubiquitous campaign tagline "Get
Talking", embodied in multiple changes that will capture the attention of even the most discerning
bread connoisseurs - revived rustic chic interiors and a repertoire of over 50 novel recipes
conceptualised with the input of international bakery consultants within its Research &
Development team.
• "BreadTalk changed the way consumers enjoyed bread, spearheading the trend of a bread culture
in 2000. After 12 years and 3 generations on, Generation4 is our latest concept to connect with our
customers with enhanced lifestyle options. Through our 50 new and healthy recipes, refreshed
store concept and engaging platform, we are confident that the new concept will continue to inject
living and enrichment to our customers' lives across all cities, with a strong focus on the growing
market of China," says George Quek, Chairman of BreadTalk Group Ltd.
• Combining rustic charm with contemporary appeal, BreadTalk's revised menu is boosted with over
50 new creations. The exciting Euro bread series, developed by the finest consultants and research
and development team worldwide, harnesses the taste and quality of European breads and
incorporates them with a variety of Asian flavours, such as drunken longan, black sesame, spinach
and sweet potato.
• BreadTalk's newly introduced toasts, Chia Seed Toast, Soya Toast and Pumpkin Toast, have recently
been awarded the Healthier Choice Symbol by Singapore's Health Promotion Board (HPB), a
testament to BreadTalk's unwavering commitment to provide better-for-you choices. Through the
widespread accessibility of BreadTalk stores worldwide, BreadTalk is committed to bringing
wholesome products to its customers, wherever they may be.

11. • Our global footprints
• In the years, we have flapped our wings across 16
countries, leaving our mark with more than 500 boutique
bakeries, 40 food atriums and restaurants, supported by
global staff strength of 6000 employees.
• We have a shared vision to be an international trend-
setting lifestyle brand. To this end, we have taken bold
strides in introducing new food culture with revolutionary
changes and ingenious differentiation. Our products are
also crafted with passion and vibrancy to the highest
quality. We are confident that our strategies will lend us a
distinct competitive advantage and a platform for
continued growth.

14. The second store
which I initially
walked past… before
deciding to walk in…

15. Tom & Stephanie
• Tom & Stefanie is a department stores located at West Mall
where you are able to find wide array of wearing apparels
and accessories
• I've been here quite a few times (a lot actually and almost
daily), so I know the service and can even make a map of
this store right now without even thinking. On the first floor
they have women's need like
underwear, bags, clothing, hats, belts, toiletries. On the
second floor is mens, childrens, bedding, kitchen stuff and
toys. I've been help numerous times buy the staff to get my
things, and for the variation of stuff, I say, I can found
almost everything here, let's just say it's the one that make
West Mall a one stop all in one shopping experience.

16. • Tom & Stefanie is a smaller department store that sells a similar variety of
products as larger stores like Takashimaya or Metro, but the difference
being the brands that they carry. Unlike the larger American brands, the
products sold here are either locally made or sourced from other Asian
countries that are able to manufacture them cheaply.
Taking a walk around the store recently, I felt that they were just going
through the motions until the store finally would be closed somewhere in
the near future. The staff were chatting among themselves, and showed a
distinct lack of professionalism when asked about availability of sizes for
certain pieces of clothing.
In a time where branding, product quality and service hold power over a
business, it really makes me wonder how such a large store can be fading
from relevance and yet still be standing. If you're looking for cheap
buys, you can try out Tom & Stefanie, but if you're after quality, I would
recommend checking elsewhere first.

19. Going back to the
theme that binds
many Singaporeans
together…
Eateries!!!

27. Staying to the theme…
More eateries!!!

28. • Yuhua Village Market & Food Centre
Hawker Centers - large groupings of informal open-air food stalls --
were Singapore's answer to fast and cheap food, every kind of Asian
cuisine, with fans whirring above, and individual stalls each
specializing in different dishes.
• Located along Jurong East, you can find a wide variety of value-for-
money dishes and snacks at Yuhua Village Market and Food Centre
Type of Dining : Food
Court/Hawker
Center
Cuisine Type : Asian
Best for : Budget, Quick
Bite

35. I think
I’m onto
something here…

39. Let’s try something
different and see
where that gets us…

41. About NTUC FairPrice
•
NTUC Fairprice Co-operative Ltd was founded by the labour movement in 1973, with a social
mission to moderate the cost of living in Singapore. The first NTUC Welcome supermarket at Toa
Payoh was opened by then Prime Minister Lee Kuan Yew on 22 July 1973. In 1983, NTUC Welcome
merged with the Singapore Employees Co-operative to form NTUC Fairprice Co-operative Ltd.
From one supermarket, FairPrice has grown to become Singapore’s largest retailer, with a network
of more than 230 outlets comprising FairPrice supermarkets, FairPrice Finest, FairPrice
Xtra, FairPrice Xpress and Cheers convenience stores. FairPrice also owns a Fresh Food Distribution
Centre and a centralised warehousing and distribution company.
Today, with its multiple retail formats serving the varied needs and interests of people from all
walks of life, the social mission of NTUC FairPrice has evolved to make the dream of living well
accessible to everyone by moderating the costs of the good life.

42. • Fairprice Supermarkets
• With over 90 stores located across Singapore, FairPrice supermarkets offer quality products at best value and service to customers from all walks of
life.
• FairPrice Finest
• Offering a wider product assortment, value-added services and a more conducive shopping environment, FairPrice Finest is aimed at bringing the fine
life closer to shoppers.
FairPrice Finest combines the heritage of a trusted brand with a whole new experience of fine living. It seeks to bring the finer things in life to our
customers, at prices that are fair and affordable.
FairPrice Xtra
• Offering extra savings, extra variety and extra fun, FairPrice Xtra hypermarkets provide a wide variety of products and services,including a wide range
of electronic products and a good selection of casual and basic wear, on top of our food fare.
Products are available in family-sized packages so that families can enjoy greater savings. Customers also enjoy services like interest-free installment
payment and free delivery of electronic products.
• FairPrice Xpress
• FairPrice Xpress is an industry-first initiative made possible when retail quantums in petrol stations were relaxed in November 2006, making way for
the alliance between NTUC FairPrice and ExxonMobil to implement its ‘Big Box’ convenience store concept. With a retail floor area of 150 square
metres, the FairPrice Xpress outlets are almost twice the size of a conventional petrol-mart, giving you the opportunity to shop in comfort and enjoy
greater value and convenience.
• In line with its concept of a convenience store, all FairPrice Xpress outlets are open 24 hours a day, seven days a week, and stock daily essentials such
as fresh produce, rice, juice, milk, cooking oil, toiletries and more. You will even be able to find a wider range of products at some of the larger
stores, including organic products, popular items imported from Australia, Japan and Korea, wines, pre-packed foods and many more new magazine
titles. FairPrice Xpress also offers an extensive array of services ranging from AXS services to easy access to Singapore Pools counters to freshly
brewed coffee for those on-the-go.

43. HouseBrands
• FairPrice Housebrand was introduced in 1985 to offer better value and savings, and make essential
items more affordable to our customers. The items are, on average, priced 10 to 15 per cent lower
than comparable products. Today, the sub-brands under the Housebrand umbrella include FairPrice
Housebrand, FairPrice Gold, Pasar, Home Proud and Budget, and continue to provide great value to
customers from all walks of life. In July 2008, Pasar Organic was added to the range, offering organic
produce at truly affordable prices.
• Quality foods, fresh produce, value items, and household products – there’s something for
everyone from FairPrice Housebrand.
•
• FairPrice Housebrand offers a wide array of products ranging from foodto toiletries and other
household tems, giving you “good quality, best price” at all times.
• For the freshest ingredients and produce like vegetables, poultry, fruits, meats and spices, Pasar is
the natural choice, bringing you freshness, quality, value and convenience in a pack.
• Home Proud offers a wide range of quality home ware, hardware, and electrical accessories at the
best prices possible.
• For those with a discerning taste for the finer things in life, FairPrice Gold offers an exclusive range
of premium quality products.
• Bringing you a wholesome organic experience at an affordable price, Pasar Organic encompasses
the goodness and purity of what nature has to offer.
• Make each dollar stretch with the Budget range of basic essentials, which also comes in economy-
sized packs for greater savings.

47. My last stop…
and this is my
FAVOURITE!!!

48. GLOW Hairscapade™
Hip & contemporary ambience with warm and personalized services
Experience a peaceful natural scenic atmosphere with modern & serene interior design at GLOW’s hair outlet
GLOW Hairscapade™ houses a team of professional stylists who pampers you with warm and personalized services, luxurious head & shoulder massages to
knead your aches and sores away, and state-of-the-art technology equipment to ensure your hair is at its tip-top conditions at all times.
• A strong believer in using safe and high quality hair products, GLOW Hairscapade™ provides a series of comprehensive tailored made hair & scalp
treatments to assist innumerable of male and female customers to relieve and resolve their hair & scalp problems.
Through the comprehensive one-to-one consultation, our hair professional consultants will examine your hair & scalp thoroughly with our exclusive
advanced computerized analysis system to identify the current problem and root of the problem before advising you on which treatment is best
suited for you.
Thereafter, we will monitor closely and follow up on your treatment progress. Be assured of effective results as you will be able to see your
improvement in your personal file...
A maximum of 2 pax is allowed for appointment in the same time slot
• Your hair is your crowning glory and beautiful locks begin at GLOW Hairscapade™. Our hair spa specialists will solve all your hair woes with unique
herbal formulas developed by one of Asia's renowned masters. Perfect for the modern and time-conscious individual, GLOW Hairscapade™ is the
one-stop hair haven for all your hair needs, while at the same time a great place to distress with our signature Anti-Stress Neck & Shoulder
massages, as well as soothing eye massages.
• Experience GLOW Hairscapade™'s effective and proven results first hand if you have oily scalp, hair loss or dandruff problems, or if you simply want
to increase the natural growth of black hair, minimize the growth of white hair, and have shinier, more manageable hair.
• Get the solution to all your hair problems now – you can be assured your hair will GLOW with life.
Tame your tresses and unmanageable frizz and unruly waves with Shiseido’s Crystallizing Straight Re-bonding Treatment. Alternatively, you can choose
Shiseido’s ISO Damage-Free Digital/Cool Perm for cascading curls to add volume and bounce to your thin hair. For those who want to add/ revive/ change
colors to your current hair looks, you could go for vibrant Essenity Purest Organic Color treatment to get all heads turning toward your way now!

49. Awards & Claims:
• Best Hi-tech Facial Award 2011 & 2012 by The
Singapore Women's Weekly
2011 & 2012 Winner of Favourite Acne Scar
Lightening Therapy by Cozycot
100 Most Loved Beauty Professional by Cozycot
• The Singapore Women's Weekly Best in Beauty
Awards 2010 and 2011, Cozycot 100 Beauty
Professionals, Best Beauty Awards 2010 and 2011
• Uses internationally recognized products

50. • A strong believer in using safe and high quality hair products, GLOW Hairscapade™ provides a series of comprehensive tailored made hair & scalp
treatments to assist innumerable of male and female customers to relieve and resolve their hair & scalp problems.
• Through the comprehensive one-to-one consultation, our hair professional consultants will examine your hair & scalp thoroughly with our exclusive
advanced computerized analysis system to identify the current problem and root of the problem before advising you on which treatment is best
suited for you.
• Thereafter, we will monitor closely and follow up on your treatment progress. Be assured of effective results as you will be able to see your
improvement in your personal file recorded on the computer (all information is confidential).
• We are very pleased to announce that to date; GLOW Hairscapade™ has been achieving a 93.4% of success rate amongst the customers who have
been seeking hair & scalp solution from us. Hurry down to GLOW Hairscapade™ today and witness a remarkable and measurable improvement in just
one treatment as what GLOW Hairscapade™ stand firm on its hair belief:
• ‘We provide holistic solution that transform the appearance of our customers, regain their confidence and escalate their self-esteem’.
• Treatment Details:
• With the advanced potent combination of high-quality products and advanced technology, these highly-effective treatments will definitely deliver
satisfying results to you.
• An advanced formulation of Triple Synergy Surfactants eliminate excessive buildup of keratin, sebum, impurities and bad odium while organic Arnica
Montana effectively escalates falling of hair.
• Innovative Thermal MC Treatment provides deep cleansing on every single hair follicle, unclogs pores, improves oily scalp and accelerates product
penetration by five times.Specifically formulated with Zanthoxylum Piper Fruit Extract, this advanced Hair Revitalize Tonic is absorbed into your hair
follicles through our signature therapeutic scalp massage.
• Prevents the growth of grey hair while promoting healthy scalp and hair growth.
• Enriched with Panax Ginseng Root Extract, it prevents hair thinning and also revitalises your hair bulbs to grow thicker, lustrous hair tresses.
• Provides a cooling sensation to soothe your scalp with pleasant floral scent
• Reduces your scalp acne and itchy scalp from harmful chemical treatments.
• High-tech Ultima Chromatic System & Vitamin E capsulated serums improve your blood circulation promote hair growth and strengthen your scalp’s
immunity system.

51. • General Information
• Location
Situated in Singapore’s own quaint ‘Little Italy’ area, GLOW sits on the fringes of the CBD. It is the perfect place for PMEBs seeking to indulge in result-oriented spa treatments.
Interior Design
Spanning 3000 sq ft, GLOW offers a comprehensive selection of facial, slimming and massage treatments as well as nail, waxing and permanent hair removal services.
Rooms
Aromatic pure essential oils fill the air while soothing spa music plays in the background as you enjoy your result-oriented treatments in each room. We have 5 private rooms and 4
couples’ rooms catering to differing needs.
Wet area
We value your privacy. There are 3 shower rooms, 4 individual private aroma steam rooms and 3 restrooms for your convenience. There is no need to wait! We also have more than 10
individual lockers for you to keep your belongings so that your mind will be at complete ease during your treatment indulgences.
Nail lounge
Choose from a range of manicure, pedicure, hand, feet and spa treatments in a modern, contemporary environment. There is also a mini fashion boutique for you to shop at your own
pace. The fashion collection comprises a good mix of trendy office and casual weekend wear.
Treatments
For an individual and highly personalized experience, GLOW has introduced a Spa Advisor who welcomes and guides clients through their entire treatment journey. Every element of the
treatment experience is tailored to suit your needs - one of a kind in Singapore! After your treatment, you are served GLOW's specially concocted Beauty Rejuvenation Tea, brewed daily.
Visit www.glow.com.sg for more details!
Outlet Address:
GLOW Aesthetics
20 Craig Road #01-03 Craig Place
S089692
Tel: 6536 7288
aesthetics@glow.com.sg
GLOW Hairscapade
91 Bukit Batok West Ave 2 #03-03B
Club CSC
S659206
Tel: 6896 9700
hairscapade@glow.com.sg
GLOW Slim-ex
91 Bukit Batok West Ave 2 #03-03A
Club CSC
S659206
Tel: 6316 5316
slim-ex@glow.com.sg

52. • About
• GLOW International business arm: GLOW Aesthetics™, GLOW Hairscapade™, GLOW Slim-ex™, and GLOW Academy™.
• Description
• GLOW is guided by a mission to empower others with a positive and healthy attitude towards beauty and holistic living. It holds true to its belief in helping others regain their confidence
and self-esteem by eradicating all their beauty woes and building them up from within, while the company's professionalism, service excellence and results-oriented approach have won
it a loyal following over the years.
GLOW is an emblem of excellence. It believes in investing in only the best resources and equipment to deliver maximum beneficial results to its customers. This spirit of excellence is
clearly seen in its recent awards and accolades: The PPx Pro laser treatment at GLOW Aesthetics™ was voted 'Best Hi-Tech Treatment' at The Singapore Women's Weekly Best in Beauty
2011 awards. In 2009, its Cromo 5 facial clinched the 'Most Holistic Facial' accolade also at The Singapore Women's Weekly beauty awards.
OUR VISION: The epitome of beauty that GLOWS from within
OUR PROMISE: Glow with us
OUR MISSION: In all that we do, we do it with a GLOW of excellence that exudes with life and confidence.
OUR VALUES
*Greatness
Emerge into a higher level of glory, as you radiate/glow with greatness (To you..)
Step up to a higher level of greatness in all that we do (For Us..)
*Life
Beam with life, as the senses are invigorated (To you..)
Be filled with life, smile and radiate to spread the life to others (For Us..)
*Only
Personalized service with customized treatment that works for me, catered to only me (To you..)
Focus & dedication, only for the achievement of the best results for the customer & work satisfaction (For Us..)
*Win
You are a victor and conqueror in every sense (To you..)
We aim to succeed in everything that we do, working in excellence to our best ability (For Us..)

53. • WELCOMING OUR NEW ARRIVALS: GLOW Slim-ex™ & GLOW Hairscapade™ Soft
Opening @ the Civil Service Club (CSC) this July!
• You have experienced the best of GLOW Aesthetics™ and seen us bag the 'Best Hi-
Tech Treatment' at The Singapore Women's Weekly Best in Beauty 2011 awards for
our PPx Pro laser treatment. Now, the time has finally arrived for the birth of
GLOW's two new babies: GLOW Slim-ex™ for slimming & weight loss solutions &
GLOW Hairscapade™ for hair solutions. We have catered these additional services
just for you to indulge in pampering treats & solutions for the rest of your body, so
come on down to experience the full works for the body and hair today!
• GLOW Slim-ex™ Club CSC @ Bukit Batok
91 Bukit Batok West Ave 2 #03-01A (opp Bukit Batok MRT)
• GLOW Hairscapade™ Club CSC @ Bukit Batok
91 Bukit Batok West Ave 2 #03-01B (opp Bukit Batok MRT)
• Voted the 'Best Hi-Tech Treatment' at The Singapore Women's Weekly Best in
Beauty 2011 awards for the PPx Pro laser treatment at GLOW Aesthetics™.
• Voted the 'Most Holistic Facial' accolade in The Singapore Women's Weekly beauty
awards, 2009.

61. Distinct difference in lightings

66. INSIGHTS from this journey…
Bright / Sufficient LIGHTING…
AMBIENCE…
Friendly, Approachable STAFF…
Company’s VISION & PHILOSOPHY…
creating the ultimate EXPERIENCE
for the CUSTOMERS…

67. And now… my work is done…
so it’s finally time for me to DIG IN!!! 