Creativity crash course observation lab assignment

Are you paying attention?

How can you improve your business when doing so…

Case studies from some Egyptian stores

Bookstore Case Study (1): From Outside

Shop window displays a variety of products giving a good idea of what you can find in there; books, magazines, CDs etc.

× Very poor window almost displaying a single category of books. Not very encouraging!

Bookstore Case Study (2): From Inside

× Labels doesn’t match the entire shelf content.

× Books are clustered in a ways that hinder the visibility of contents.

× Very loud & incompatible music .

Well-organized products allows easier browsing and improves the quality of the shopping experience. In addition

matching music, lighting, and even smell affects the purchasing mode of the customer.

When things are done right!

Appealing color scheme

Few items, intelligently displayed

Attractive sign, visible at a distance, announcing season’s sale.

No wonder, 2 customers out of 5 purchased at the end!

When things are done wrong!

Attractive entrance, clearly showing what is inside.

Very catchy name BUT× It isn’t invested well!

“Plan-B” may indicate the presence of a lot of alternatives, which isn’t the case.

Good Tactics (1): Single-price shops

Always crowded, why?

Customers think “if it is a single price for all items, there must be something worth more than that fixed price. Let’s have a look”

Good Tactics (2): Brand Yourself CarefullyTwo adjacent shops, selling almost same stuff; one

full of customers (R) & the other (L) is empty!

The right shop labels itself as a place where you can get anything at a price of L.E. 2.5 ($ 0.25), though it does

sell higher price objects. The left shop doesn’t sell itself to the customers as such.

A Supermarket Case Study (1): Malpractices

× Aisles’ labels: I visit this shop at least once a week & never notices them! Not clear or accurate or helpful in any way.

× Allocation: hot drinks are scattered all over the place, coffee in more than one place & away from tea which is in turn away from other herbs!

A customer will certainly miss things on her list

A Supermarket Case Study (2): Good Practices

Featured Products

Impulse items near cashier

? Expensive, easy-to-lift items accessible only by staff at the cashier

A Supermarket Case Study (3): To Improve!

Labels on the fridge doors with items on discount this month.

× A list of the fridge contents & prices isn’t available, so people has to open the fridge and browse.

× Products Accessibility

Conclusion

• Paying close attention allows you to see things you usually miss.

• As a business owner, you have great opportunities to increase customers & revenues by just looking at your store with different eyes.

Note: Poor photos quality is because taking photos of shops & products is unusual in Egypt & many times banned!

Thank YouAsmaa [email protected]