Are You Paying Attention?

Sandi Twist

A Crash Course of Creativity Week 2

November 1, 2012

ObservationsI enjoyed this assignment. I have often wondered what makes one store feel

better than another. For instance, Target vs. Walmart. They sell similar products for similar prices but one “feels” better than the other. With this exercise I finally had an epiphany and understand better what tailors my

preference

THINGS I LIKE• Entering into an open space, no

clutter• Easy to find staff (they wear a

common color) • Help myself (scanners and computers

available to answer simple questions)• Variety of choices • Free samples (try products I might

otherwise pass up)• Bright colors and good lighting• Clean outside and simple uncluttered

entry

THINGS I DISLIKE• Seeing the check stands

immediately makes me feel rushed but I when I want to get out I want it to be quick

• Products too close to the door when I walk in feels like I’m being crowded and pushed to buy

• Towering isles where I feel small and crowded

• Too much stuff on the ceiling feels boxed in

PetSmart - checkstand at front door and

towering islesPROS• I can bring my dog in the store on a leash• Free samples for my dog• Blue shirts help identify sales staff• Friendly staff ready to assist• Clean and orderly isles• Logical layout

CONS• Funky smell upon entry.. But it’s a pet store, of course• Obstacles upon entry (sale rack, flyer rack, etc.)• Checkstands are literally within ten feet.. Too close

makes it feel like they want to rush me out• Signage hanging from ceiling feels boxed in

Trader Joes - free samples and hometown feel

PROS• Products arranged out front are inviting and

festive• Small open space for transition into store

colorful with flowers and featured items• First stop a free sample of featured product

and a smiling face• Walls are covered with local images of

geography and landmarks• Cute hand drawn signs with clever sayings

make shopping funCONS• Lots of product in a small space• Gets crowded and hard to maneuver down

tight isles• Staff stocking shelves during evening hours

makes it difficult to move down isles

Costco - free samples but crowded at the door

PROS• Good layout flow in/out doors• Good product/service variety• Friendly and helpful staff• Check stands set back so not pushy to buy• Free samples feel hospitable and inviting• Most towering isles around perimeter so

open feeling in middle of store

CONS• Products immediately at the door feels

intimidating• Cement floors doesn’t make me want to

stay long• Towering shelves feels boxed in• Staff wears common name tag but not

common uniform or color• TVs and screens in the face first thing

Dick’s Sporting Goods- Welcoming but products too

close to doorPROS• Bright colored products• Salespeople readily available• Check stands off to the left so no feeling

of rushed to buy• Clean, bright and welcoming• Department signs easy to see• Cute uniforms with lanyards give coach

feel

CONS• Products on racks within first 10 feet

feels crowded or rushing me to buy• Merchandise reaches high to the ceiling

feels like it’s towering over me.. Intimidating

• Pushing rewards card is annoying

Target - Best atmosphere to shop, best selection

Couldn’t find much to complain about herePROS• Double door entry allows nice transition

from outside into bright lights inside• No check stands visible from entry not

pushy• Wide open space when you walk in so as

not to crowd you first thing • Many check stands to keep lines small• Bright lighting and bright colors• Friendly staff busy but ready to help• Wide variety of products from pets to ipods• Clean floors - not a lot of extra clutter• Not much hanging from the ceiling so all

department signs are visible• Help phones available every 20 feet or so• All salespeople wear red shirts, easy to spot

Old Navy - products right at door had cluttered feeling

PROS• Bright colors and catchy music

make the experience fun• Clearly labeled departments• Check stands behind a wall upon

entry. I don’t feel rushed to buy• Prices are clearly labeled

CONS• Products within 8 feet of entry feels

pushy• Clothing is sloppy and unfolded in

areas• Music is a little loud but fun beats• Staff seems too busy to be helpful

Conclusions I am perhaps the “Goldilocks” of shopping but

possibly represent the norm.I WANT

• A variety of choices but don’t want too much clutter• To check out fast when I’m ready but don’t want the

cashier to greet me at the entrance• To find what I want easily but don’t want it pushed at

me when I walk in the door• Nice ambiance but not too loud, too bright or too strong

of smells• Friendly staff but not pesky and repeatedly asking to

help me• Easy to find salespeople but not hovering around me

QuickTime™ and a decompressor

are needed to see this picture.

The End