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C Brookes Venture Lab Observant Exercise 10 30-12

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Caia Brookes

This document contains observations the author made while shopping at various stores. Some key observations included: 1) A Walgreens store had many aisles filled with tables of items rather than clear pathways, and often displayed large quantities of the same product. 2) A Whole Foods store had upscale decor like wood surfaces and track lighting, and used plants and informational signs to create a natural environment. 3) The author realized they are not naturally observant but aims to practice being more observant when shopping in order to notice more details.

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Things That Made Me Go ‘Hm’ Caia Brookes Venture Lab Creativity 10/30/12
Walgreen’s stuff Florist display • Of 8 shop windows, 4 are leased to other people, 2 have generic displays; only 1 is actively managed; does only that 1 window provide a return on the time to manage the display? • There is a label on the security camera – to increase its effectiveness? • I had no idea they sold wheeled luggage! • They don’t like it when you take
• The aisles are full of tables of stuff. It’s more important to display stuff than to make it easy to get around; feels chaotic • They often display large quantities of the same thing – to give the impression of bounty, even if there is no variety? vs. • This store is now heavily into consumables as well as durable goods. Good diversification? • Why do they have products over the exit door? So you will turn around and come EXIT back in? Just to not have empty space?
• No window dressing (beyond SALE posters), but windows provide view of actual products on sales floor • So many lights, you’d think the store would be warm, but it’s not • Store had only a few customers, muzak makes it seem less empty • Darkness in the high ceilings shows off light fixtures without making the store too dark
• No window dressing at all, in fact it seems designed to block the view from the street; is this because there are hi-tech gadgets visible in the store? • Lots of empty space compared to other city downtown stores – how well managed is this store? • There are shopping baskets in the back of the store as well as the front – handy • Amazon Locker (self-service shipping receipt from Amazon) – 1 of the 1st in the country – why this store? • Impulse purchases by the door are pallets of water and paper towels (paper towels??)
• Décor is upscale: – Wood in the salad bar like your kitchen cabinets at home – Track lighting over salad and wine areas and nice pendants up front at checkout (minimal flourescents) • Info-ganda on the walls, – Polished cement floors are chic/green, even with ads even a seafood priority on them list at the fish counter • Plants on top of the freezers and shelves! Nice touch, implies natural/green – assume they are real plants, this b being WF? • Cashiers are thinking creatively; overheard: – If I can type in the code and it knows it’s a pink lady apple, why can’t I just type ‘pink’…? – If the keypad were down here…
Conclusions • I am not ‘naturally’ observant; I focus on getting in, accomplishing my mission, getting out • It takes 3 weeks to create a new habit, right? • Practice, practice…

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C Brookes Venture Lab Observant Exercise 10 30-12

  • 1. Things That Made Me Go ‘Hm’ Caia Brookes Venture Lab Creativity 10/30/12
  • 2. Walgreen’s stuff Florist display • Of 8 shop windows, 4 are leased to other people, 2 have generic displays; only 1 is actively managed; does only that 1 window provide a return on the time to manage the display? • There is a label on the security camera – to increase its effectiveness? • I had no idea they sold wheeled luggage! • They don’t like it when you take
  • 3. • The aisles are full of tables of stuff. It’s more important to display stuff than to make it easy to get around; feels chaotic • They often display large quantities of the same thing – to give the impression of bounty, even if there is no variety? vs. • This store is now heavily into consumables as well as durable goods. Good diversification? • Why do they have products over the exit door? So you will turn around and come EXIT back in? Just to not have empty space?
  • 4. • No window dressing (beyond SALE posters), but windows provide view of actual products on sales floor • So many lights, you’d think the store would be warm, but it’s not • Store had only a few customers, muzak makes it seem less empty • Darkness in the high ceilings shows off light fixtures without making the store too dark
  • 5. • No window dressing at all, in fact it seems designed to block the view from the street; is this because there are hi-tech gadgets visible in the store? • Lots of empty space compared to other city downtown stores – how well managed is this store? • There are shopping baskets in the back of the store as well as the front – handy • Amazon Locker (self-service shipping receipt from Amazon) – 1 of the 1st in the country – why this store? • Impulse purchases by the door are pallets of water and paper towels (paper towels??)
  • 6. • Décor is upscale: – Wood in the salad bar like your kitchen cabinets at home – Track lighting over salad and wine areas and nice pendants up front at checkout (minimal flourescents) • Info-ganda on the walls, – Polished cement floors are chic/green, even with ads even a seafood priority on them list at the fish counter • Plants on top of the freezers and shelves! Nice touch, implies natural/green – assume they are real plants, this b being WF? • Cashiers are thinking creatively; overheard: – If I can type in the code and it knows it’s a pink lady apple, why can’t I just type ‘pink’…? – If the keypad were down here…
  • 7. Conclusions • I am not ‘naturally’ observant; I focus on getting in, accomplishing my mission, getting out • It takes 3 weeks to create a new habit, right? • Practice, practice…