ObservationsAssign #2 - Creativity Class

Alex Woo

Location and Environment

An inviting store is more than location- trees and shade near Peet's Coffee - versus busy street near Starbucks (nearly empty)

Lighting Aids Presentation = Quality

- Overhead Ceiling Fluorescent Lights convey utilitarian cheapness (i.e. lower quality products)- Direct Spot Lights convey higher quality

Flow Matters

- Peet's: Baristas & Counter against wall Result: Open Space and Direct flow to order

- Starbucks: Counter juts into center Result: Forces customers to walk in a U to orderFewer tables, less open space

Selection => Higher Quality

More selection of better items conveys overall better quality

Employees Make the Vibe

Engaged Employees Who Use the Products Upsell More

Chain Stores Have More Security

Independent of price of products, chain stores have more security cameras - $500- $96K guitars with in this store - no cameras