ARE YOU PAYING ATTENTION?

INSIGHTS and HIDDEN OPPORTUNITIES

Tricia PorterStanford Venture Lab – Crash Course Creativity

October 30, 2012

Observation LabIf I have ever made any valuable discoveries, it has been owing more to patient attention, than any other talent.

Isaac Newton: (1642-1727)

Before you enter the store:Does the store draw you in? If so, how?Is the door open or closed?How does this make you feel?How big is the sign lettering and in what font?What does it tell you about the store?

Environment:What is the color scheme of the store? How does this affect you?What type of floor does the store have? How does this effect the environment?How high is the ceiling? How does this feel?How brightly lit is the store? How does this affect you?How loud is the environment?What is causing the noise?Is there music playing? If so, does it fit the environment?Is the store warm or cold?Is the store crowed with merchandise or is it sparse?Does the store have a distinctive smell?Where is the cash register located?How visible is the store security?How long do you want to stay in this store?Does the environment influence the perceived value of the merchandise?

Think like a traveler; Observe with fresh eyes and high awarenessTim Kelley, GM IDEO

Observation LabPersonnel:How long does it take before a sales person initiates contact?Does the salesperson have a script to follow with each customer?Does the salesperson treat different customers differently?What is the ratio of salespeople to customers?What age and gender are the employees?Are the salespeople using the store products?Do the salespeople have a uniform?Do the salespeople match the stores image?

Products:What is the first product that you notice?Is there a central display table with featured products?Where are items that are “for sale” located in the store?How are the products arranged? By function? By price? By color?Are there free samples or demonstrations?What products are at eye level?What items in the store are in the least accessible locations?Where are the most and least expensive products located?Are the prices of the products easy to find?Are there impulse items near the cash register?

Customers:Are most customers alone or with someone else? What is the relationship?What is the average age and gender of the customers?When a customer enters the store, do they tend to walk in the same path or direction? How long do customers stay in the store, on average?Do customer touch the products? Is this encouraged?Do most customers appear to be on a mission or are they browsing?What percent of customers purchase products in the store?

Walls softly painted and

decorated describing the various areas of the

store

Bright colors , wide variety, organized display

Store has high ceilings and bright

lightingOpen aisles;

Frequent creative

displays to invite

creativity

Signage -

bold

statement

Doors open

as you

approach

Walls softly

painted and

decorated

describing

the various

areas of the

store

Aproned sales persons around store organizing & assisting

Central cutting station serves

customers by number

Wall

Signage

Easily

Visible

Teaching

area

Seasonal Merchandise

upon entry and exit

Main aisles divided with

rows of wrapping

paper

Craft Aisles Display Creative Options

Registers near the entrance Winds

through aisle of impulse

merchandise

Wide Age

Range of

shoppers

Security

prominent –

in hopes of

protecting

vast inventory

Located in a new shopping center- Clear signage clearly states purpose

Welcoming store, soft music in the background, cool temperature to keep products safe in well lit cases

Creatively displayed – varied options to celebrate occasions, Decorations celebrate sports teams and local high schools.

Samples offered at the door; sweet aroma permeates the store

Primarily female shoppers, purchasing, placing and picking up orders

Creative displays, sizes and flavor options mini, small and regular, even wedding cake. Accessories offered and displayed.

Staff pleasant and helpful, acknowledge each new arrival.

§ Trader Joes welcoming sign and call out to the new edition of the of the Fearless Flyer (current products and seasonal specials)

§ Crew members easily spotted in aloha floral shirts. Always offering assistance if needed

§ Samples offered to encourage purchase of items as well as a warm cup of ‘Jo while you shop.

§ Often busy with a wide age range of shopper, bring their own shopping bags (offer tickets for monthly drawing for prize).

§ Signage calls out special purchases and offer description

§ Offer local produce, store brands and organic products

§ Shelves well stocked – always look above the shelf or freezer bunker – many offerings

§ Seasonal products displayed at the aisle ends offering serving suggestions

§ Seasonal fruits, vegetables and floral displayed as you enter the store, cinnamon brooms entice shopper

§ Automatic doors welcome the shopper§ Sani wipes and trash located by the carts§ Registers across the exit, several for small purchases

and the impulse purchase baskets are loaded with goodies

Danville Family owned and operated Dry Cleaners and Alterations

Door always open and signage clearly indicates open, hours of operation and services

Family member greats each person and keenly knows their name

Alterations is prominently located in the front corner , sewing machine, spools of various color threads and items being worked on

High ceiling, well lit, warm feeling, family photos on shelf on one wall

Services performed on site- no chemical odor

Iconic store signage bulls-eye and store name; large store, automatic doors and security posts upon entering the store

High ceilings, well lit. some aisle are wide others narrow and definitely need to be wider to accommodate carts. Poor placement of huge support poles interrupt aisle flow

Shelves are tall and well stocked. Bright signage designate seasonal message; as well as

aisle numbers and section description. Current ad is displayed in display box upon entering

the store Store personnel dressed in khaki and red are found

around the store , stocking shelves and re –organizing merchandise

Multiple check out lanes , store personnel observe and open others as needed

Impulse purchase selections at register aisle ends Cold beverages, candy, gum Magazines, cd’s and dvd’s Gift cards and miscellaneous travel items

High ceilings Brightly lit High signage – designate areas (grocery, pharmacy, seasonal, home goods, shoes, clothing,

hardware, electronics, cards) and aisle numbers

Grocery section select varieties; frozen cases light as shopper passes by Aisle end display for specials and back end displays for clearance items Shelves are tall and well stocked.

Store personnel dressed in khaki and red are found around the store , re –organizing merchandise, stocking shelves and reordering product

Sometimes helpful and offer assistance other times not very helpful or knowledgeable of merchandise

• Located

Bold easy to read signage Wide variety of produce out front with samples to entice

purchase Seasonal products prominently displayed in front of store Floral department brightly displayed between entrance

and exit Store moderately lit, soft music and the bustle of

shoppers Produce department offers unique and local /organic

produce Unique signage Store personnel offer assistance politely Extremely knowledgeable of merchandise

High ceilings moderate lighting Shelves stocked with unique variety often organic Samples throughout the aisles to entice purchase Full aisle of bulk products Displays of complementary products placed in the wide aisles Signage hung from the ceiling guides shopper through the

store Several aisles of herbal meds and cosmetics

Seafood corner – your “Fish Monger” Wide variety fresh fish, seafood and Pre prepped and ready to cook entrees in the meat cases Section offering seasonings and equipment to aid in

preparation Informational pamphlets about meat and quality products

offered

Unique signage – Local & Global Flavors Wine selection Deli, bakery, pre prepared selections, hot pizza,

sandwiches, buffet hot table and salad makings by the pound

Company values posted around store on the walls Wide variety international cheeses Shelves of natural and organic juices and waters Warm wood floors

Music, audio, video

Large store front glass provides a view into a warm inviting setting

Customers mostly male – as were the sales associates

Bold concise signage

Clearly states store purpose

Even before seeing the sign you hear a symphony of music pouring out of the open doors and a warmly lit store

Peaceful fountain and seating area outside store front