CRASH COURSE ON CREATIVITY

Assignment 1:PAYING ATTENTION

Prepared By:Mohammad Masudur Rahman

Description of Task

The task required us to visit 6 different stores, note down hidden insights/observations, take pictures to highlight them and put

them together in a presentation.

I visited 2 bakeries, 2 supermarkets, a general store and a fruit store.

Since there are so many areas to observe and inspect, for ease of task, I limited myself to the entrance, in-store environment and

the personnel

Background and Summary

This exercise was carried out in 6 stores located in Bashundhara Residential Area, Dhaka, Bangladesh.

My biggest observation was the fact that shopkeepers DO NOT let you take pictures inside their shops due to FEAR of 2 things:

1. They think you are a journalist looking for a fault in their shop to expose it in the mass media.

2. You are a spy from a competing store/shop

Shop 1: COOPER’S BAKERYEntrance:

The transparent glass gives a view into everything inside the shop

However it hasn’t been utilized to showcase the products.

It has a dim yellow lighting which stands out among other shops in the area.

The shop’s name is highly visible and hard to miss.

Shop 1: COOPER’S BAKERYEnvironment:

Cakes, being their primary product, is showcased on your right just as you enter through transparent glass.

Their 2nd most selling product is the bread, which is also kept at the entrance but at eye-level.

The cash counter is at the far end of the shop which makes sure you get a good view of all the cakes before you make the purchase.

Finally, next to the cash counter, on the left, they display small snack items such as doughnuts, sandwiches, rolls etc. to encourage impulse purchase.

Shop 1: COOPER’S BAKERYPersonnel:

There are 3-4 personnel in each outlet.

1 cleaner, a cashier and 1 or 2 assistants.

Except for the cleaner, everyone else remains on the other side of the counter.

They have a uniform

They do not talk/respond unless asked.

Shop 2: Mr. Baker

Entrance:Wide and long shop name display, highly visible

Large entrance with transparent glass showcasing best products

Bright white lights gives positive vibe about the shop.

Shop 2: Mr. Baker

Environment:Clear separation of product categories, cakes on the far right, snacks on the far left and chocolates in the middle, next to the cash counter

Bright white ambience gives an elegant feel

Seating arrangement is placed right next to the snacks to encourage people to purchase while they sit down and wait for their cakes to be packed and decorated.

Shop 2: Mr. BakerPersonnel:

A security guard, who salutes and holds the door open during entry and exit. He also walks to the car and holds the door open hoping for a tip.

There’s a store manager who normally sits at the cash counter.

There are sales assistants on the other side of the counter, who only speak when spoken to.

However they are very efficient at their work.

Not a very warm environment for customers

Shop 3: Non-Stop Mega ShopEntrance:

Bright Display of shop’s name, easily noticeable

Though the shop’s located on the 1st floor, there’s no sign at the stairs, indicating that they lead to the shop.

This puts customers into confusion in terms of how to get to the shop

The transparent glass panels of the shop have been covered with posters of various dealers, which not only blocks the view of the shop but is also confusing to customers.

Shop 3: Non-Stop Mega ShopEnvironment:

One side of the shop seems very organized and the other equally disorganized

There is a lack of direction in the store, and customers won’t know where to look unless directed by a sales person

Though there seems to be some sort of categorization of products, they are placed awkwardly which leaves the customer running all over the shop.

There is one entry and exit way, and the cash counters are placed at that point which makes things very chaotic at rush hours.

Shop 3: Non-Stop Mega Shop

Personnel:They have a strong and dedicated sales force.

Some of them wear a light blue uniform but others don’t which confuses customers.

The sales people do not have any name tags or IDs to identify themselves or let people address them by their names.

Shop 4: AGORAEntrance:

It is located deep inside this building and does not give any indication that there is a super market inside it.

This can be very confusing and hard for a first time customer.

On the other hand, the building architecture is distinct, unique and has good parking space. Hence, for repeat customers it is a pleasurable experience.

Shop 4: AGORAEnvironment:

Air-conditioned, brightly lit interior and lots of space.

Products are organized in clean shelves and easy to find.

Food products in one side, which includes fresh fruits and vegetables, frozen foods and packet foods.

On the other side are all the cosmetics and household products.

There are announcements from time to time about various offers

Shop 4: AGORAPersonnel:

Very friendly, informed and active sales persons positioned in each section to help consumers choose the right product.

Managers however only stand at the counter and do not talk to consumers unless there’s a problem.

Cashiers are also very friendly and patient with customers.

However, the packing people are sometimes reckless with the items and seem clueless about their work.

Shop 5: Monsur Departmental Store Entrance:This one among many such departmental stores across the city.

The shop’s name is overshadowed by Coca Cola, who sponsored the Name Board, the lower board and the refrigerator.

There is no extra lighting to increase visibility.

Nothing makes it stand out except the fact that it is completely open and has no doors

Shop 5: Monsur Departmental Store Environment:

The open entrance leads to small sized shop with shelves going all around.

There is no specific organizational pattern in this case.

There is a small vegetable stall (left) outside the shop, which is probably a part of the shop.

Personnel:There is 1 shopkeeper and 2 helpersThey are very vocal and keep telling you what to do.

Shop 6: FRUIT STORE

Entrance:It’s a completely open roadside food stall that sells fruits out in the open.One glimpse and you can see everything the shop has including the fruit you’re looking for.It’s looks very vibrant and colorful and you get a smell of the fruits when you pass by.

Shop 6: FRUIT STORE

Environment:There are more fluorescent lights than needed to create a bright and colorful environment in the shop.It is very small and dingy with bamboo sticks supporting the roof.The fruits are stacked in a manner as to show the ripe and colorful ones in front and the spoilt ones are hidden behind that are sneaked in while packing

Personnel:There’s just 1 shopkeeper, though sometimes a little helper boy can be seen.

He shows the fruits you ask for, weighs them and packs them.

The shopkeeper is totally in control of everything

What Have I Learnt

The entrance of a shop needs to be open and transparent to give customers a proper view of what is happening in there with just

1 look.

Shops need to be more organized with a proper sense of direction so that customers don’t feel lost the moment they step

in.

These stores need to have well informed and trustworthy sales persons who give out a warm and friendly vibe.

THANK YOU