Are you paying attention?Assignment by Arun Saxena

A Crash Course on CreativityStanford University

Few insights• Yellow lights create warm mood compared to cold white lights• Clothes look different in different lights

– I should be able to see how I will look in daylight (sun) or night light in a pub• Music with more treble sets better buying mood than that with too

much bass• Wooden or granite floors better than other materials• The décor materials should absorb sound reducing decibels in the store• Cash register should be out of sight – constant reminder of payment for

goods would affect customer choice• Stores must have both male and female shop assistants • Well dressed good looking assistants create better buying mood• We want to look good so a voting system would help – shop assistants

and other customers can vote how I look in the item

Satya Paul

Satya Paul• This is a high end Indian Saree store• Average prices USD 250 – USD 2000• Observations

– Door closed, dimly lit show window – not very welcome feeling– Pretty big ALL CAPS sign lettering – visible from 50 feet away. ALLCAPS puts one off.– What draws one in is the reputation for innovation and brand– Earthy color tones, stone floor, low (poor) lighting– Too much furniture – sofas etc giving the place stuffy feel– No music – loud hum of the air-conditioning in otherwise quite store– Clothes on hangers in shelves along the walls – expensive clothes looked ordinary– Sarees are arranged – difficult to locate what one is looking for; the price tags somewhere tangled in the fabric– They help customers open the Saree and drape it– Just one poorly dressed security guard acting as makeshift shop assistant - does not match store image– Very few customers – unusual for the festive season– Few browsers; mostly shoppers. They know and like the brand.

• Overall impression– Other than the brand and innovative designs, rest is ordinary

fabindia

fabindia• It is low prices store for handicrafts, apparels and organic stuff• Observations

– Door closed, poor display in show window– Stone floor, warm décor in ordinary materials (goes with low prices)– The sign lettering has a nice feminine font but not enough light – Does make you feel like home– Earthy color scheme, stone floor, dim lights – definitely rural image. – Right amount of stuff in shelves around the walls– Need a shop assistant to pull things out for closer look– Too much stuff was neatly laid out– There were several shop assistants to help– No music; – Lots of customers but place was very quiet; – Place had a aroma of incense – set a definite mood– Cash register was at the entrance but kind of obscure; very visible cash register is a bit daunting for shopper– Shop assistants seemed to be attired in store clothes– Products arranged by category – men/women, furnishing, handicraft etc – easy to shop– Their washroom was as big as the display area– Middle age to aged customers – seemed intent on buying

Wills Lifestyle

Wills Lifestyle• High end fashion apparels and accessories store from a large biz group (ITC)• Observations

– The store does not draw you in– Door was open– Shop window had smart mannequins– Sign lettering was ALL CAPS – good contrast, visible from far– Dim white cold lighting – not very inviting– Cash register was out of sight – good– Environment reduced the perceived value of merchandise– Sales persons do not appear well trained but friendly– Sales persons dressed in stores clothes– Sales persons do not match stores image– Clothes display was clutter free - on hanger – just the right amount and well arranged– Merchandise arranged by categories– Merchandise for younger people displayed more prominently– Customers could easily access clothes – sales person would appear when customer showed more

interest in something– Clean trial rooms

Triumph

Triumph• A branded lingerie shop• Observations

– Door closed– Attractive display / mannequins; use of pink and red hues is attractive– Well lit sign lettering– Overall it draws you in– Store inside is not well lit; unattractive color scheme; – Crowded and cluttered with merchandise– No music in a lingerie store!– Cash register out of sight– No security in sight– Female teenage shop assistants – Indian women feel more comfortable with women lingerie sales girls– Untrained staff shabbily dressed staff – do not match store’s image– Did not know what are silicon cups! Or fundamentals of bra size– Did not feel welcome– Staff was shy - difficult for a man to shop here– OK lighting – created a warm feel– Products arranged by categories – form and function– Appeared customers was walking out due to lack of interest from shop assistants

Charles & Keith

Charles & Keith

• Footwear and purses for women• Observations

– Overall very attractive – Shiny granite and steel look– Yellow lighting – set a good mood– Music – tracks with just the right bass / treble– Good space to move around– Male shop assistants – culturally ok (women at men’s feet is not a

good image here)

Aldo

Aldo

• Footwear and purse store• Observations

– Great products– Store not as attractive as Charles and Keith– Sales persons did not care to help customers– You have to call them for help– White lighting created cold feel– Nice separation of men’s and women’s shoes – men’s on the left and

women’s on the right (after all women are always right!)– Products on sale were clearly marked– I like the products but not the buying experience

MAC

MAC

• Cosmetics brand• Observations– Very warm and friendly place in terms of décor,

layout, colors and sales persons– You can hangout for the day trying 100 lipstick

shades without buying anything– They often have a cosmetic expert available for free

advice on makeup– Mostly female staff (Indian women might feel more

comfortable)

Tommy Hilfiger

Tommy Hilfiger

• Branded apparel store• Observations

– The best shopping experience– Everything perfect - signboard, show window, store layout, wooden

flooring, product range, product display, lighting, music, friendly sales persons

– Big posters in the show window featured young people (creates more positive image than mannequins)

– Wooden flooring imparted high end feel– Music with right treble set good mood (too much of bass dulls the

mood)– Well attired helpful female sales persons assisted male shoppers

(research shows it increases sales)

Mango

Mango

• Mid-range apparels for girls / young women• Good display

Calvin Klien

Espirit

Espirit