Iaki Erauskin A crash course on creativity Instructor: Tina Seelig Second Assigment 30 October 2012 Observation Lab
If I have ever made any valuable discoveries, it has been owing more to patient attention, than any other talent. Isaac Newton: (1642-1727) I have focused on: A new standard supermarket (Super BM) in my home town (Lasarte-Oria). A fishmongers in the main fish and meat supermarket (La Bretxa) in the nearby city of San Sebastian. A clothing store (Adolfo Dominguez) in San Sebastian (market of La Bretxa). Before you enter the store: Does the store draw you in? Not much. If so, how? They are usually places with much light (except at Adolfo Dominguez). Is the door open or closed? Open normally. How does this make you feel? Easy to get into. Comfortable. How big is the sign lettering and in what font? Big and colorful letters. What does it tell you about the store? Confidence. Trust.
Environment: What is the color scheme of the store? How does this affect you? The colors are very lightful at the fishmongers and the supermarket. Adolfo Dominguez, in contrast, is quite dark. What type of floor does the store have? How does this effect the environment? I do not know. How high is the ceiling? How does this feel? Big floors. Much space.
How brightly lit is the store? How does this affect you? Very bright at the fishmongers and the supermarket. Adolfo Dominguez, in contrast, is quite dark, as said. How loud is the environment? Quiet places usually. What is causing the noise? Is there music playing? If so, does it fit the environment? There is no music at Super BM or the fishmongers. Modern music at Adolfo Dominguez. Is the store warm or cold? Adequate. Is the store crowed with merchandise or is it sparse? Not crowded, not sparse. Balanced. Does the store have a distinctive smell? No. Where is the cash register located? At the beginning/end. How visible is the store security? There is no security. How long do you want to stay in this store? I feel comfortable at the supermarket and at the fishmongers. Thus I have no hurry. At Adolfo Dominguez things are the other way around. Does the environment influence the perceived value of the merchandise? Yes, it does. The more comfortable the environment, the higher the perceived value.
Personnel: How long does it take before a sales person initiates contact? In the supermarket, the sales person does not usually initiate contact unless I ask for it. In other stores, they ask you whether I need help. Does the salesperson have a script to follow with each customer? Probably. They are very kind. Does the salesperson treat different customers differently? Yes. They usually adapt to different type of people. What is the ratio of salespeople to customers? In the supermarket the ratio is many-to-one. At the fishmongers and Adolfo Dominguez, the ratio is one-to-one. What age and gender are the employees? They are usually women and young. Are the salespeople using the store products? I do not understand the question. 2
Do the salespeople have a uniform? Yes. Do the salespeople match the stores image? Yes.
Products: I will focus mainly on the supermarket for being the best example What is the first product that you notice? Organic food, parapharmacy, Is there a central display table with featured products? Yes. Where are items that are for sale located in the store? All around the supermarket. They are specially indicated. How are the products arranged? By function? By price? By color? By function. Then by price. Are there free samples or demonstrations? No. What products are at eye level? Usually the most differentiated ones (best brands). What items in the store are in the least accessible locations? The most standard and cheapest ones. Where are the most and least expensive products located? Are the prices of the products easy to find? Yes. Are there impulse items near the cash register? Yes. Doughnuts, batteries, items for children.
Customers: Are most customers alone or with someone else? What is the relationship? In the supermarket there are various types of customers. At the fishmongers and the store, they are usually alone. What is the average age and gender of the customers? Adult people in general. A few young ones. When a customer enters the store, do they tend to walk in the same path or direction? Usually, they do. How long do customers stay in the store, on average? 20 minutes at the supermarket. 5 minutes at the fishmongers 3
Do customer touch the products? Is this encouraged? No. Do most customers appear to be on a mission or are they browsing? They usually know what to buy. What percent of customers purchase products in the store? All of them buy, except at the clothings store, where only half of them buy.
Other Observations: Photos Supermarket: Super BM
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Ander Fishmongers
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Adolfo Dominguez
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