are you paying attention francisco palma a

A Crash Course on Creativity

Professor Tina Seelig, Stanford University Francisco Palma A.

ARE YOU PAYING ATTENTION?



The Stores!



Before you enter the store:

The Line Umbro Nike Reebok Adidas Sparta

Does the store draw you in? If so, how?

Yes, with you brand value

Yes, sport Yes, with brand and colours

Yes, with your symbol

Yes, own design and colours

Yes, with your symbol

Is the door open or closed?

Open Open Open Open Open Open

How does this make you feel?

Product Availability and good reception






How big is the sign lettering and in what font?

Smaller size. Own font lowercase

Medium size at the entrance


Smaller size at the entrance


Big size at the entrance

What does it tell you about the store?

I'll find what I need

Specific sports, trainning

I'll find what I need, top and quality

Specific sports, trainning

I'll find what I need and quality

I'll find what I need

Environment:

What is the color scheme of the store? How does this affect you?

Orange and grey tones. Like Nike

Grass green and wood. Soccer scene.

Orange and wood tones. Good contrast. I feel good.

Claire and grey tones. Is monotone.

Black and White. Provide an identity.

White walls in the store. It does not affect the customer

What type of floor does the store have? How does this effect the environment?

Parquet contrasted. Orange and grey tones.

Concrete. Normal soil.

Parquet like ceramic. Gives contrast.

Parquet like ceramic. It is very monotone.

Parquet like ceramic. Gives contrast and consistent with the environment. Modern.

Blue and red parquet. Gives energizing contrast.

…and the comparatives



How high is the ceiling? How does this feel?

The ceiling is under. Sense of depth.

The ceiling is normal. False Ceiling. Sense of depth.

The ceiling is high. Good contrast. Dynamic.

The ceiling is high and under, staggered. Good contrast. Dynamic.

The ceiling is under. Sense of depth.

The ceiling is high and under, staggered. Good contrast. Dynamic.

How brightly lit is the store? How does this affect you?

High. Energizing and sport environment.


Low. Sense of warmth.


Normal. Modern and warmth.

Average. No effect.

How loud is the environment?

Normal Normal Noiseless Noisy Normal Normal

What is causing the noise?

Clients conversation.



Clients conversation, other stores and location.

Clients conversation, other stores and location.

Clients conversation and other stores.

Is there music playing? If so, does it fit the environment?

Yes, playing music. It is fit.



Yes, playing music. It is not fit.

Yes, playing music. It is not fit.

No playing music.

Is the store warm or cold?

Warm. Fresh. Warm. Fresh. Fresh. Warm.

Is the store crowed with merchandise or is it sparse?

Crowed. Crowed. Crowed. Sparse. Crowed. Crowed.

Does the store have a distinctive smell?

No. No. No. No. No. Yes, sweet smell.

Where is the cash register located?

End in the middle of the store.



At the entrance. At the entrance. End in the middle of the store.

How visible is the store security?

Sensors, personnel and vigilants.

Sensors. Sensors, personnel and vigilants.

Sensors. Sensors, personnel and vigilants.

Sensors and personnel.

How long do you want to stay in this store?

10 minutes. 5 minutes. 30 minutes. 12 minutes. 10 minutes. 6 minutes.



Does the environment influence the perceived value of the merchandise?

Yes, adds value. Yes, adds value. Yes, adds value. Yes, adds value. Yes, adds value. Yes, value decreases.

Personnel:

How long does it take before a sales person initiates contact?

5 minutes. 30 seconds. 7 minutes. 8 minutes. 15 minutes. 5 minutes.

Does the salesperson have a script to follow with each customer?

No. Yes. Yes. No. No. No.

Does the salesperson treat different customers differently?

No. No. No. No. No. No.

What is the ratio of salespeople to customers?

Adviser. Consultant. Consultant. Consultant. Consultant. Adviser.

What age and gender are the employees?

20 to 50 years. Male: 40% and Female: 60%.

24 to 30 years. Male: 100%




25 to 45 years. Male: 100%

Are the salespeople using the store products?

No. Yes. Yes. Yes. Yes. Yes.

Do the salespeople have a uniform?

Yes. Yes. Yes. No. Yes. Yes.

Do the salespeople match the stores image?

Only 20%. No. Only 60%. Only 30%. Only 50%. Yes.

Products:

What is the first product that you notice?

Central display table and ledge



Ledge products. Central display table and ledge

Exercises Machine.



products. products. products. products.

Is there a central display table with featured products?

Yes. Yes. Yes. No. Yes. No.

Where are items that are “for sale” located in the store?

No. No. No. No. No. Yes, at the entrance.

How are the products arranged? By function? By price? By color?

Brand, function and type.

Function. Function and type.

Type and function.

Function. Function and type.

Are there free samples or demonstrations?

Yes. Yes. Yes. Yes. Yes. Yes.

What products are at eye level?

Shoes, shirts and jackets.






What items in the store are in the least accessible locations?

Specific club shirts.




Specific club shirts and accessories.

Specific club shirts and accessories.

Where are the most and least expensive products located?

On the wall. On the wall. On the wall. On the wall. On the wall. Center of the store.

Are the prices of the products easy to find?

Yes. Yes. Yes. Yes. No. Yes.

Are there impulse items near the cash register?

No. Yes, accessories and socks.



Customers:

Are most customers alone or with someone else? What is the

With someone: 60%. They are relatives or

With someone: 50%. They are relatives.

With someone: 50%. They are friends.

Alone: 100%. With someone: 20%. They are relatives.

With someone: 50%. They are relatives or



relationship? friends. friends.

What is the average age and gender of the customers?


30 to 50 years. Male: 100%.





When a customer enters the store, do they tend to walk in the same path or direction?

Yes. Yes. Yes. Yes. Yes. Yes.

How long do customers stay in the store, on average?

8 minutes. 3 minutes. 13 minutes. 10 minutes. 10 minutes. 5 minutes.

Do customer touch the products? Is this encouraged?

Yes, be available. Yes, be available. Yes, be available. Yes, be available. Yes, be available. Yes, be available.

Do most customers appear to be on a mission or are they browsing?

In a mission: 50% and browsing: 50%.

In a mission: 100%.





What percent of customers purchase products in the store?

10%. 0%. 40%. 0%. 30%. 0%.

are you paying attention francisco palma a

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