Crash course on creativity - Assignment 2
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Assignment 2
ARE YOU PAYING ATTENTION?By
Jirang Kumnuanta
At First Glance
Souvenir Shop Environment• Color scheme: White – Yellow -
Brown• Ceramic tile floor / 3m. Ceiling• Fluorescent lightings• Air conditioning room • Glass swing door let the
natural light to pass through• No street noise• Soft pop music• No distinctive smell• Cash register is closed to the
entrance• Surveillance cameras• The environment influence the
perceived value
Personnels
• Treat customers similarly
• 1:1 staff / customer
• 2 Female employees
• Salespeople using store products
• Staffs wear local costume
• No script using• Salespeople match
the store image
Products Customers
• Local souvenirs are the major product
• Central display table
• Divided in different sections
• No “for sale” items• Customers can
touch products• All products are
easy to reach• impulse items near
the cash register• Easy to find the
price
• Most customers are a tourist group
• 20-50 years old• Customers walk to
different paths• Average time is 30
mins• products are
always touched• Most customers
are browsing• 50% purchase
Environment• Color scheme: Green• Cement floor / 2.5 m.
Ceiling / Open area• Natural light• Natural Air• Closed to a road, but not
noisy• No music• No distinctive smell• Cash register is at the left
back of the room• No store security• The environment influence
the perceived value
Personnels
• Treat customers similarly
• 1:1 staff / customer
• Run by 1 owner• 60 years old
female• No script using• No uniform • Salespeople
doesn’t match the store image
Products Customers
• Plants are the major product
• Central display gardening accessories
• No “for sale” item• All products are
touchable and easy to reach
• No impulse items near the cash register
• No price showed
• Most customers are a couple or a family
• 25 - 50 years old• Only 1 main path
to walk• Average time is 15
mins• Customers appear
to be browsing• About 20 %
purchase
Aquarium Shop Environment• No color scheme • Brick floor / 3m. Ceiling• Fluorescent lightings /
natural light• Natural Air• Closed to a road, but not
noisy• No music• No distinctive smell• Cash register is at the right
of the entrance• No store security• The environment doesn’t
influence the perceived value
Personnels
• Treat customers similarly
• 1:1 staff / customer
• Run by 1 owner• 45 years old male• No script using• No uniform • Salespeople match
the store image
Products Customers
• Fishes is the major product
• Central display aquarium
• No “for sale” item• Fishes are keep
untouched• Accessories for
aquarium are touchable
• All products are easy to reach
• impulse items near the cash register
• Easy to find the price
• Most customers are with friends or family
• 5 - 45 years old• Only 1 main path
to walk• Average time is 20
mins• Customers appear
to be browsing• More that 50%
purchase
Phone Shop Environment• Color scheme: Blue – White• Ceramic tile floor / 3m. Ceiling• Fluorescent lightings• Air conditioning room • Glass sliding door prevent the
street noise to get in• Soft pop music• No distinctive smell• Cash register is in the back of
store• Surveillance cameras• The environment influence the
perceived value
Personnels
• Treat customers similarly
• 1:1 staff / customer
• 3 Female employees
• Salespeople using store products
• The uniform is in Blue-White
• No script using• Salespeople match
the store image
Products Customers
• Telephone is the major product
• Central display table
• 5/6 don’t have “for sale” items
• Customers can trial products
• All products are easy to reach
• No impulse items near the cash register
• Easy to find the price
• Most customers are alone
• 20-40 years old• Only 1 path to
walk• Average time is 15
mins• products are
touched if interested
• Some customers come for a service, some browsing products
Environment• No color scheme• Polished concrete floor / 3
m. Ceiling• Fluorescent lightings• Natural air room • Full of traffic noise
• No music / distinctive smell• Cash register is in the back
of store• No store security• The environment influence
the perceived value
Personnels
• Treat customers similarly
• 1:1 staff / customer
• Run by 3 owners, 4 employees
• No script using• No uniform • Salespeople
doesn’t match the store image
Products Customers
• Machine hardware are the major product
• No central display• No “for sale” item• Customers can
touch items• Some products are
hard to reach• No impulse items
near the cash register
• No price showed
• Most customers are alone
• 20 - 45 years old• Customers walk in
different paths• Average time is 15
mins• Customers can
touch some products
• Most come for browsing
• More that 40% purchase
Environment• No color scheme• Polished concrete floor / 2.5 m.
Ceiling• Fluorescent lightings, but still too
dark• Natural air room • Full of traffic noise• No music• No distinctive smell• Cash register is in the right back of
store• No store security• The environment influence the
perceived value
Personnels
• Treat customers depends on customers’ mission
• 1:1 staff / customer
• Run by 2 owners• 32 years old
couple• No script using• No uniform • Salespeople match
the store image
Products Customers
• Computer accessories are the major product
• No central display• No “for sale” item• Customers can touch
items• Computer bags are
hard to reach• Many accessories are
locked in display counters
• No impulse items near the cash register
• No price showed
• Most customers are alone
• 20 - 45 years old• Only 1 path to
walk• Average time is 15
mins• Customers can
read product specifications
• Most come for advices & services
• More that 50% purchase
Personnels
• 5/6 Treat customers similarly
• 100% 1:1 staff / customer
• 4/6 Run by owners• 100% has no script
using• 4/6 have no
uniform • 4/6 Salespeople
match the store image
Products Customers
• 4/6 have central display
• 5/6 have no “for sale” item
• Customers can touch items
• 4/6 of stores easy to reach all products
• 5/6 don’t have impulse items near the cash register
• 50% don’t show the price
• 4/6 customers use the same path
• Most customer spend less than 30 mins
• Customers can read product specifications
• Most come for advices & services
• More that 50% purchase