2012 10-31 - assignment 02 - paying attention.pptx

PAYING ATTENTION A Crash Course on Creativity – Assignment 02

Philipp Bauer Munich - Germany

Situation & Context •  The assignment

•  Walk to at least 6 stores, and spend at least 15 minutes

•  Pay attention & observe the set-up and the doing there

•  Spot the most remarkable things, insights and opportunities

•  Insights captured at the Messestadt Ost (MO) •  MO: Shopping Mall in the East of Munich,

with lots of shops & a gallery there •  Observations made on the Saturday

2012-10-27 during Rush Hour •  6 stores visited

Drogeriemarkt Müller : what a mess!

•  The store: •  Part of a Germany-wide store & franchise chain •  Sells convenience goods, cleaning products and toys •  Positionned as a medium-range, clean & professional store

•  Main impression: •  Too hot and overcrowded shop, too crude light •  Far too much products, no apparent order •  Difficult to get some help

•  Missed opportunities •  Dim the lights... a bit! •  Rearrange the floors, in order to deconcentrate the people •  Give teh opportunity to the employees to help!

•  they are knowledgeable and want to, but are far too drawn by other things •  Solve the waiting time issue at the cash register

•  (half an hour waiting time is too much)

Drogeriemarkt Müller selected impressions

On apparent order: why are dildos in the middle of skincare products?

On waiting time: is there a real need to wait 30 minutes to pay a toothbruch?

Main spotted improvement:

clean the messy image passed!

T-Mobile Shop A bit cold, no? •  The store:

•  Retail arm of the Telekom, German main phone & internet provider •  Acts as shop and a service point as well •  Sells phones, telecom-related tuff, usually linked with a suscription

•  Overall impressions: •  The overall ambient is neat and inspires professionalism, •  Due to pre-sorting of the needs of people, customers hit the right service team

member directly •  People are diligent

•  Missed opportunities: •  Improve the accessibility of the phones, mobile devices & goodies

•  why klimbing over 3 counters to check out the iPhone? •  Staff the pre-sporting desk all the time!

•  When nobody directs you to the roght service team member, you just wait • 

T-Mobile Shop Selected impressions

Where is he? Without the sorter, all the pre-sorting concept is worthless

Desigual the cloth-selling nightclub •  The store:

•  Retail store chain of a young, trendy clothing brand •  Sells clothes to men, women, kids, and accessories (bags, &c.)

•  Overall impressions: •  Music, olors and ambient nicely contrasts with other stores •  The display is well done, giving enough room to feel easy •  Some of the goods are used as shop decoration

•  Missed opportunities •  Make all inventory accessible! A shopkeeperclimbing on a chair to pick

a bag in 2m height ruins the nightclub scenery •  Target the decision-takers! For all kids, the parents are buying.

Therefore, they must be part of the buying decision as well •  Ensure employee availability: even if the halloween decoration cam‘t

wait, the customer has no understanding for 5 vendores eating sweets

Desigual selected impressions

Why so high?: Selling goods can be deco...

... But do I really need to have 2-m arms to grab that bag?

Accessibility matters!

When the shopkeeper struggles to grab

the goods, selling becomes difficult!

Nici a confortable toy-box •  The store:

•  Retail branch of a famous German soft-toy brand •  Sell soft toys and derivative products

•  Overall impressions •  Choice of colors, assortment, ambiance is very engaging, •  The fact that „you can cuddle them all“ greatly helps to choose,

•  Missed opportunities: •  Some animals are too high: since the children cannot grab over

certain heights, they cannot cuddle them: no convinced parents •  Feedback for future products: since toys are produced in all ranges,

there is always one size missing. That should be reportable for future product development more quickly.

Nici selected impressions

All these friends... but sometimes the arm is too short to grab them

Saturn High tech & low acessibility •  The store:

•  part of a Europe-wide consumer electronics store •  Sells conumser electronics, cameras, &c.

• Overall impressions: •  the colors, materials and assortment provdes a high-tech image •  the is The large selection of products in all ranges is good, •  Being able to try out before buying is convenient as well

• Missed opportunities •  Arrangement: small stuff is at the entrance, therefore one runs in a

que from the beginning on •  Availability of employees: it is difficult to get a seller when one

needs him

Saturn selected impressions

Do they all need earplugs? All those people queing in the entrace for impulse products

Edeka ... It all ends with a pizza part •  The store

•  Germany-wide retail store chain, •  Sells food, convenience products, for wealthy customers

• Overall impressions: •  The choice fo colors and the dimmed light is nicely chosen, •  The smell ofwarm bread and pizza in the entire store is very nice

• Missed opportunities •  The arrangements of the departments is not obvious, it is difficult to

find things whenthe store is not familiar •  More vendores helping you would be very useful •  ... And the usual crowd at registers