paying attention …

a close observation of 6 selected stores

in Rome (Italy)

giulia zanotticrash course on creativityassignment #2

I selected 6 shops in my neighbourhood in Rome (Italy):• a flower shop• a bookshop• an organic food shop• a pizzeria• a shoes shop• a bakery

I spent there some time trying to discover strengths, weaknesses and opportunities for improvement

The following are a few ideas, but observation is never ending…

THE FLOWER SHOP • small shop with a very nice entrance• the door is almost always open • a colorful and brightly space• people are welcome to browse• florists give advice and create hand

crafted bouquets

• long time to wait to be served by the florists

• prices are not shown• offer is not so large

but …

THE FLOWER SHOP

• selected products appropriate as small gifts could be offered beside flowers

(i.e. books, chocolates, perfumes …)•some soft music would be nice and encourage sales

opportunities …

THE FLOWER SHOP

THE BOOKSTORE

• specialized on fashion, art and design• large shop windows always very attractive

that often change• salespeople kind and helpful match the store image• sophisticated & design products• medium - high prices

THE BOOKSTORE

opportunities …

• create a living room: this is a store to stay and look for hours, a sofa or nice chairs would encourage clients to stay and enter (seeing the shop is not empty)

• play some music• organize special occasions and keep the door

open • free wifi would be an asset

• the color scheme of the store is appropriate: simple, bright and clean• very soft music playing • salespeople are friendly, share values and

tastes with clients and give advices

THE ORGANIC FOOD SHOP

opportunities …

THE ORGANIC FOOD SHOP

• enhance used glass collecting for re-use• create an exchange point for objects that people don’t

use anymore but are still useful• create an on line community for clients to share ideas and experiences and a newsletter • video in the shop with tutorials on new products (i.e. where they come from and how to use them)

• the door is closed but you can easily get in • or seat outside• playful logo• quick service• especially built wood stove

THE PIZZA SHOP

• basic and bright environment• full of different colors (chairs, glasses,…)• high quality, fresh and genuine food• typical home made products that you can’t find elsewhere

THE PIZZA SHOP

THE PIZZA SHOP

opportunities …

• one of the best pizzas in town• everything seems to perfectly address

the target !!!• they could implement home delivery

THE SHOE SHOP

• two big doors open at all times draw you in• most customers are browsing• you’re free to browse and touch products• salespeople do not initiate contact• very cold environment

THE SHOE SHOP • salespeople could smile !!!• change lights and decoration to create a

warmer atmosphere• change the color scheme of the store• offer small items close to the cash register

(socks, etc…)

opportunities …

THE BAKERY

• the door is open• sophisticated and stylish environment • wide variety of products• high quality home made cakes• coffee self service

• you can see inside the workshop people working

• salespeople (owners) don’t match the store image and are not so friendly

THE BAKERY

but …

• hire a nice and motivated salesperson !• put a few small tables to have a sit• play some music• organize home delivery

opportunities …

THE BAKERY

Thanks for your attention !

Any comment would be appreciated