1. Crash Course on Creativity
Observation Lab
Before you enter the store:
Does the store draw you in? If so, how?
Not much,light-special display of the product-large signs of good prices
Is the door open or closed?
Some close some open
How does this make you feel?
Open welcome – largeness
How big is the sign lettering and in what font?
Huge,
What does it tell you about the store?
The famous and the style of the brand itself
Environment:
What is the color scheme of the store? How does this affect you?
Green & yellow-make you feel fresh about the product blue mean quality and style
What type of floor does the store have? How does this effect the environment?
White clean shiny ceramics , clean and large space
How high is the ceiling? How does this feel?
High more feeling of space and open environment
How brightly lit is the store? How does this affect you?
High light –make you feel the good qualitie of the product
How loud is the environment?
Calm &open environment
What is causing the noise?
People & music
Is there music playing? If so, does it fit the environment?
Yes, fit the environment and the product and the event
Is the store warm or cold?
Better than outside

2. Is the store crowed with merchandise or is it sparse?
Spares
Does the store have a distinctive smell?
Yes
Where is the cash register located?
At the door corner
How visible is the store security?
Not visible
How long do you want to stay in this store?
(open)Long time
Does the environment influence the perceived value of the merchandise?
Yes
Personnel:
How long does it take before a sales person initiates contact?
Few moments and then make contact
Does the salesperson have a script to follow with each customer?
no
Does the salesperson treat different customers differently?
All the same
What is the ratio of salespeople to customers?
Constant to the salespeople
What age and gender are the employees?
Mainly Males middle ages
Are the salespeople using the store products?
Not much
Do the salespeople have a uniform?
Yes
Do the salespeople match the stores image?
No not very much

3. Products:
What is the first product that you notice?
Hot offers
Is there a central display table with featured products?
no
Where are items that are “for sale” located in the store?
Allover the place
How are the products arranged? By function? By price? By color?
Function
Are there free samples or demonstrations?
no
What products are at eye level?
Middle prices
What items in the store are in the least accessible locations?
Not constant
Where are the most and least expensive products located?
Expenseve high level and leastlow level
Are the prices of the products easy to find?
yes
Are there impulse items near the cash register?
Kids attracting things
Customers:
Are most customers alone or with someone else? What is the relationship?
Groups, family
What is the average age and gender of the customers?
All ages and types
When a customer enters the store, do they tend to walk in the same path or direction?
Directions not constant
How long do customers stay in the store, on average?
At least 1 hour

4. Do customer touch the products? Is this encouraged?
Yes it’s ok
Do most customers appear to be on a mission or are they browsing?
Browsing
What percent of customers purchase products in the store?
Most of them
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