CRASH COURSE ON CREATIVITY: ARE YOU PAYING ATTENTION?

Assignment 2: Observation Gramedia Bookstore Azza (Muslimah’s Wear Shop) Matahari Department Store Naughty (Accessories Shop) ICC (Laptop Stores) Hypermart by dian anggraini sulistyowati

1st Store: GRAMEDIA BOOKSTOREI love reading and Gramedia is my favorite place to visit. The wide door was open as if it gave warm welcome to its customers. I could easily see the featured books which drew me to go inside the store.

Gramedia’s EnvironmentClean, tidy and comfortable environment equipped with easy listening music.

Gramedia’s Cash RegisterI never noticed about the award given to Gramedia until the day when I took this picture.

Gramedia’s cashierThe cashier was located on the left front side of the store, near the entrance/exit path.

The First Products I Noticed

Items “for sale” at Gramedia

Gramedia’s products are arranged by category (function)

New Arrival Books are those products at eye level

Products in the least accessible locations

The impulse item near cash register

The Customers: touching, reading, browsing

2nd Store: Azza Muslimah’s Wear ShopI love the design of this shop: chic and beautiful.

Azza’s Cash RegisterIt is located on the left side of the store. Brooches are those impulse items near the cash register.

Azza’s Sales People

Azza’s Products

3rd Store: Matahari Department Store

Inside Matahari Dept. Store

Matahari Cash Register

Sales Person

The First Product I Noticed

Matahari Special Promo: Shopping for Rp 150.000,- and get additional shopping Rp 50.000,-

The Product arrangement is based on the product category and also product’s brand name

The Product At Eye Level

The impulse item near the cash register is the big announcement of mega prize for the consumers

4th Store: Naughty Accessories Store

Inside Naughty

The Cash Register

The first product I noticed

The impulse items near the cash register

5th Store: ICC Computer

This store drew me in because of my interest in computers.

The Display and Featured Products

ICC Cash Register

The first product I noticed: Notebook Case

The impulse item near the cash register

6th Store: Hypermart in Madiiun

Yes, this kind of store always draw me in once a month when I’m doing my monthly shopping In such store , the door is always open. Even if it has a door, it uses the glass door that swings each time a customer comes in. So, it seems that the store says to its customers: “Hey, you are all welcome here...!” I think that is the way it greets its customers in order to create friendly and helpful environment. Further, the sign lettering which is clear, big, and eye-catching makes the store easy to find.

Hypermart’s Environment

This store has white color scheme to emphasize that they only sell fresh, clean and hygiene products. This can be seen in the choice of using the white ceramics floor . This store’s ceiling is about 3 meters high and fully air conditioned. So, I think people are comfortable to shop here. Meanwhile the store looks bright; the choice of color scheme helps for the brightness. The environment is calm enough for people to shop comfortably here. There is also a music playing to make the customers enjoy their shopping. The store is warm, crowed with merchandise and smells distinctively.

Hypermart’s Cash Register

The store’s cash registers are located before the exit door. And since it is a big store, it has more than one cash registers. I think there were 5 to 6 Kassa opened at the time when I was taking this picture. The store is also equipped with some CCTVs for its security which are located at the upper cashiers’ area showing/recording its customers’s shopping activties. I usually spend 1-2 hours for shopping in this store. I think the environment influence the perceived value of the merchandise: “low prices and more...”

Hypermart’s Personnel

Like those supermarkets, this store applys self service. It has some salespeople who are ready at each section of this store. They treated all the customers friendly and helpful. I think there were about 20 salespeople at that time including the cashiers. They were around 20-30 years old which consists of 13 women and 7 men. I think the sales people are also using the store products beacuse I’ve ever noticed when some of them paid for the things they purchased in the store. These salespeople are easily to be found because of the uniform they were wearing whose colors are in harmony wth the sign lettering of this store.

The Featured Products

The first product that I noticed is the featured products above.

Hypermart’s Products for Sale

Hypermart’s Products are arranged by categories

The most expensive products are located in separate places such as the bicycle section, sport equipment section, and music instrument section.Meanwhile the least expensive products are located at places such as near cash register, or in a basket/box based on the merchandise category. Items such as household equipments, sport equipments, music instrumetnts, furniture and plastic boxes/containers are in the least accessible locations.

Products At Eye Level

Isotonic Drink with Lemon and Orange Taste

High Calcium Milk With Variant Taste

Impulse Products Near Cash Register

Pepermints, snacks, chocolates, electronic voucher for pre-paid cellular phone customer are those impulse items.

The Customers

Most customers went to this store with their families. They were mostly women around 25-50 years old. When they entered the store , they tended to walk in the different direction. On average, they spent about 1-2 hours in the store. Mostly, they touched the products to make sure that they got good products. Most customers appeared to be browsing although actually they already had a plan on what to buy.

Insights and Opportunities

Gramedia Becoming a writer – children book writer

Naughty I love “Crystall Balls” (the first product I noticed at this store). I think they can add varities of the products, not only those which reflect of loving couple but it can also reflect a scenery, a landmark, etc. It inspires me to open Crystall Balls shop.

Insights and Opportunities

Azza I was the only visitor when I was having my observation. So, I think the store needs a promotion , such as giving discounts to certain products, free sale, displaying new arrival stuffs, etc which can be put on a bright color board to make them eye-catching and attractive for customers.

Insights and Opportunities

ICC Store Like Azza, the store needs attractive promotion for example, special discounts, free bonus for each purchase of certain laptop, featured accessories, etc. It’s also a good idea if it can provide a laptop which can be used by customers to try interesting game, listening to music, watching movie, etc.

This is my presentation, thank you for watching...