2012 10-31 - assignment 02 - paying attention.pptx
DESCRIPTION
Findings for the Assignment 02 "Paying attention" for A crashcourse on creativity, session 2012-10TRANSCRIPT
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PAYING ATTENTION A Crash Course on Creativity – Assignment 02
Philipp Bauer Munich - Germany
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Situation & Context • The assignment
• Walk to at least 6 stores, and spend at least 15 minutes
• Pay attention & observe the set-up and the doing there
• Spot the most remarkable things, insights and opportunities
• Insights captured at the Messestadt Ost (MO) • MO: Shopping Mall in the East of Munich,
with lots of shops & a gallery there • Observations made on the Saturday
2012-10-27 during Rush Hour • 6 stores visited
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Drogeriemarkt Müller : what a mess!
• The store: • Part of a Germany-wide store & franchise chain • Sells convenience goods, cleaning products and toys • Positionned as a medium-range, clean & professional store
• Main impression: • Too hot and overcrowded shop, too crude light • Far too much products, no apparent order • Difficult to get some help
• Missed opportunities • Dim the lights... a bit! • Rearrange the floors, in order to deconcentrate the people • Give teh opportunity to the employees to help!
• they are knowledgeable and want to, but are far too drawn by other things • Solve the waiting time issue at the cash register
• (half an hour waiting time is too much)
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Drogeriemarkt Müller selected impressions
On apparent order: why are dildos in the middle of skincare products?
On waiting time: is there a real need to wait 30 minutes to pay a toothbruch?
Main spotted improvement:
clean the messy image passed!
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T-Mobile Shop A bit cold, no? • The store:
• Retail arm of the Telekom, German main phone & internet provider • Acts as shop and a service point as well • Sells phones, telecom-related tuff, usually linked with a suscription
• Overall impressions: • The overall ambient is neat and inspires professionalism, • Due to pre-sorting of the needs of people, customers hit the right service team
member directly • People are diligent
• Missed opportunities: • Improve the accessibility of the phones, mobile devices & goodies
• why klimbing over 3 counters to check out the iPhone? • Staff the pre-sporting desk all the time!
• When nobody directs you to the roght service team member, you just wait •
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T-Mobile Shop Selected impressions
Where is he? Without the sorter, all the pre-sorting concept is worthless
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Desigual the cloth-selling nightclub • The store:
• Retail store chain of a young, trendy clothing brand • Sells clothes to men, women, kids, and accessories (bags, &c.)
• Overall impressions: • Music, olors and ambient nicely contrasts with other stores • The display is well done, giving enough room to feel easy • Some of the goods are used as shop decoration
• Missed opportunities • Make all inventory accessible! A shopkeeperclimbing on a chair to pick
a bag in 2m height ruins the nightclub scenery • Target the decision-takers! For all kids, the parents are buying.
Therefore, they must be part of the buying decision as well • Ensure employee availability: even if the halloween decoration cam‘t
wait, the customer has no understanding for 5 vendores eating sweets
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Desigual selected impressions
Why so high?: Selling goods can be deco...
... But do I really need to have 2-m arms to grab that bag?
Accessibility matters!
When the shopkeeper struggles to grab
the goods, selling becomes difficult!
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Nici a confortable toy-box • The store:
• Retail branch of a famous German soft-toy brand • Sell soft toys and derivative products
• Overall impressions • Choice of colors, assortment, ambiance is very engaging, • The fact that „you can cuddle them all“ greatly helps to choose,
• Missed opportunities: • Some animals are too high: since the children cannot grab over
certain heights, they cannot cuddle them: no convinced parents • Feedback for future products: since toys are produced in all ranges,
there is always one size missing. That should be reportable for future product development more quickly.
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Nici selected impressions
All these friends... but sometimes the arm is too short to grab them
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Saturn High tech & low acessibility • The store:
• part of a Europe-wide consumer electronics store • Sells conumser electronics, cameras, &c.
• Overall impressions: • the colors, materials and assortment provdes a high-tech image • the is The large selection of products in all ranges is good, • Being able to try out before buying is convenient as well
• Missed opportunities • Arrangement: small stuff is at the entrance, therefore one runs in a
que from the beginning on • Availability of employees: it is difficult to get a seller when one
needs him
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Saturn selected impressions
Do they all need earplugs? All those people queing in the entrace for impulse products
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Edeka ... It all ends with a pizza part • The store
• Germany-wide retail store chain, • Sells food, convenience products, for wealthy customers
• Overall impressions: • The choice fo colors and the dimmed light is nicely chosen, • The smell ofwarm bread and pizza in the entire store is very nice
• Missed opportunities • The arrangements of the departments is not obvious, it is difficult to
find things whenthe store is not familiar • More vendores helping you would be very useful • ... And the usual crowd at registers