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Observation lab - Assignment 2 - Are you paying attention

Ankita Maini
Ankita Maini

The document describes the author's observations from visiting several stores for an assignment on creativity. The stores discussed include Silver Streak jewelry store, Crossword bookstore, Health and Glow makeup store, and Aquamarine Jewels. For each store, the author notes the environment, displays, staff, and provides suggestions for improvement. Common themes are reducing clutter, better organization of merchandise, and improving cleanliness and signage for customers.

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+ Observation Lab A Crash Course on Creativity Assignment 2 ANKITA MAINI
+ I spent a lot of time thinking about which stores to visit .. Whether to choose stores that I love, the ones that I frequent or to pick ones that I dont really visit ?
+ Ive never really thought much about what draws me to my favorite stores. This assignment made me think about the reasons WHY I revisit certain stores
+ These are a few of my favorite ones and one that I visited for the first time
+ So here goes. 1.
+ Summary
+This is one of my all time favorites Some of the factors that make it attractive . LOCATION n Its located conveniently and in a popular suburb in Mumbai (Bandra) in the same shopping complex as a n A Chemist n A well-known beauty salon n A newly opened but well stocked party supplies shop n An optician n Also in the vicinity are n Schools n A few well known restaurants n A college n Residential apartments
+
+
+
+ View by the night with the lighting
+ Environment n Not loud despite the fact that it is located at a busy road and close to two major junctions Ambience n Temperature inside is cool due to the n Warm air conditioning a welcome relief from the stifling heat and humidity in n Inviting Mumbai n Lighting (bright but not garish or loud) n Yellow light always seems to exude more warmth n Looks elegant and like a place I would want to spend more time in n Simple but creative logo n The stores entrance has the name and logo on a royal blue board with the words Silver and Streak written. The letterS in both words is inverted and one of them is highilghted in white whereas the other is in Silver
+ Interiors and Display n Off white and beige tones across the store n Yellow lighting is used everywhere Staff n Wood and glass cases mounted on the walls for display n Glass cases and glass display shelves on the n The sales staff consists of 4 people walls to highlight the jewellery and give the which is perfect for the size of the feeling of space in the store store and the kind of walk ins they get n Open glass shelves showcase the bangles and the more expensive and bigger n The owner is almost always there and necklaces and large pendants will assist in showing the jewellery n Glass top islands in the middle of the store herself as well which serve as a counter as well as contain more jewellery both in concealed drawers n Overall the look is of a good store that as well as when you look through the glass on the top of the table sells good quality merchandise with pretty good finishing which increases n Neatly organised by categories earrings, pendants, sets, necklaces, large earrings the perceived value of the product as all of the above are also sorted by colour and well size making it simpler for the customer to pick
+ Suggestions n I wouldn'tt change much about this store except maybe to add a few slim bar stools n Would make sitting there for a long time selecting jewelry easier since not many people buy expensive jewelry on a whim and usually spend enough time looking at options before selecting
+ 2. CROSS WORD
+ Summary
+ n Looks like a nice and charming bookstore from the outside n When you enter, however, you see the clutter and haphazardness of display
+ changed its business strategy The store seems to have n from books to everything BUT books n Looks like a warehouse which is perpetually on sale these days with the maximum attention being given to kids accessories, toys, stationery and books n Has a Caf辿 Coffee Day upstairs on the second level which is a meeting point for youngsters, mothers who are whiling time away while their kids are at the play school next door which is a big plus point and draw factor n Branding is prevalent all over the store however the penants advertising the current offers seem to engulf the store and add to the clutter
+
+ Suggestions n Reduce clutter making it easier for people to find what they want instead of having to rummage through dusty material n Clean the shelves and merchandise so people actually think of buying it n Hire good and well informed staff who can understand customers requirements n Ensure valet parking since this is an extremely crowded intersection with no parking space around n Will help driving in more customers n The store needs an overhaul in terms of cleanliness, torn carpeting and broken lighting needs to be replaced n Create some space for people to sit and browse through books in the book section
+ 3.
+ Summary
+
+ n Low ceilings n Cluttered towards the front due to festive offers being displayed n Large no of brands under one roof n Limited space
+ n A surprisingly large no of male consumers shopping n Too many staff including staff from different promotional activities adding to the clutter
+ n A few promotional activities on for the festive season
+ Suggestions n Space needs to be defined in a better way n Less clutter n Illusion of space needs to be created Too many small counters for the multiple makeup brands n n Lesser no of brands n While there are a large number of brands under one roof, it would be interesting to note which ones actually have higher sales and which ones are just gathering dust n Stock clearance sales should be done to get rid of the expiring stock
+ 4. AQUAMARINE JEWELS
+
+ Observations n Attractive from the outside n Cluttered on the inside n Large shop with too many display counters, you could get lost in here all day looking for what you want n Ambience is charming despite the clutter n High ceilings n Display is very haphazard and while the store personnel are used to it, a customer would generally need to ask for help from the staff to see what they want n While billing there seemed to be a confusion on the rates tagged due to illegibility of handwriting on the tags
+ Suggestions n Reduce clutter n Organise the jewellery more according to size, colour, type of ornament n Cabinets and cases need cleaning and touching up n Jewellery needs polishing to look fresh and new n The wooden display cases would look better with the natural wood instead of the painted white laquer finish on them
+ Summary
+ Summary n All of the stores had their doors closed and air conditioning on inside for a more comfortable temperature n With the exception of Health and Glow and Crossword, all the stores had relatively high ceilings and gave an illusion of more space and grandeur n However both of these are national chains and hence the personal touch was missing n Health and Glow and Crossword also were similar in terms of the clutter both were extremely disorganized, cluttered with no space to browse / walk through n Silver Streak, Aquamarine and Crossword (despite their clutter) have immense charm which shows in the clientele and repeat customers that they seem to get

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Observation lab - Assignment 2 - Are you paying attention

  • 1. + Observation Lab A Crash Course on Creativity Assignment 2 ANKITA MAINI
  • 2. + I spent a lot of time thinking about which stores to visit .. Whether to choose stores that I love, the ones that I frequent or to pick ones that I dont really visit ?
  • 3. + Ive never really thought much about what draws me to my favorite stores. This assignment made me think about the reasons WHY I revisit certain stores
  • 4. + These are a few of my favorite ones and one that I visited for the first time
  • 5. + So here goes. 1.
  • 7. +This is one of my all time favorites Some of the factors that make it attractive . LOCATION n Its located conveniently and in a popular suburb in Mumbai (Bandra) in the same shopping complex as a n A Chemist n A well-known beauty salon n A newly opened but well stocked party supplies shop n An optician n Also in the vicinity are n Schools n A few well known restaurants n A college n Residential apartments
  • 8. +
  • 9. +
  • 10. +
  • 11. + View by the night with the lighting
  • 12. + Environment n Not loud despite the fact that it is located at a busy road and close to two major junctions Ambience n Temperature inside is cool due to the n Warm air conditioning a welcome relief from the stifling heat and humidity in n Inviting Mumbai n Lighting (bright but not garish or loud) n Yellow light always seems to exude more warmth n Looks elegant and like a place I would want to spend more time in n Simple but creative logo n The stores entrance has the name and logo on a royal blue board with the words Silver and Streak written. The letterS in both words is inverted and one of them is highilghted in white whereas the other is in Silver
  • 13. + Interiors and Display n Off white and beige tones across the store n Yellow lighting is used everywhere Staff n Wood and glass cases mounted on the walls for display n Glass cases and glass display shelves on the n The sales staff consists of 4 people walls to highlight the jewellery and give the which is perfect for the size of the feeling of space in the store store and the kind of walk ins they get n Open glass shelves showcase the bangles and the more expensive and bigger n The owner is almost always there and necklaces and large pendants will assist in showing the jewellery n Glass top islands in the middle of the store herself as well which serve as a counter as well as contain more jewellery both in concealed drawers n Overall the look is of a good store that as well as when you look through the glass on the top of the table sells good quality merchandise with pretty good finishing which increases n Neatly organised by categories earrings, pendants, sets, necklaces, large earrings the perceived value of the product as all of the above are also sorted by colour and well size making it simpler for the customer to pick
  • 14. + Suggestions n I wouldn'tt change much about this store except maybe to add a few slim bar stools n Would make sitting there for a long time selecting jewelry easier since not many people buy expensive jewelry on a whim and usually spend enough time looking at options before selecting
  • 15. + 2. CROSS WORD
  • 17. + n Looks like a nice and charming bookstore from the outside n When you enter, however, you see the clutter and haphazardness of display
  • 18. + changed its business strategy The store seems to have n from books to everything BUT books n Looks like a warehouse which is perpetually on sale these days with the maximum attention being given to kids accessories, toys, stationery and books n Has a Caf辿 Coffee Day upstairs on the second level which is a meeting point for youngsters, mothers who are whiling time away while their kids are at the play school next door which is a big plus point and draw factor n Branding is prevalent all over the store however the penants advertising the current offers seem to engulf the store and add to the clutter
  • 19. +
  • 20. + Suggestions n Reduce clutter making it easier for people to find what they want instead of having to rummage through dusty material n Clean the shelves and merchandise so people actually think of buying it n Hire good and well informed staff who can understand customers requirements n Ensure valet parking since this is an extremely crowded intersection with no parking space around n Will help driving in more customers n The store needs an overhaul in terms of cleanliness, torn carpeting and broken lighting needs to be replaced n Create some space for people to sit and browse through books in the book section
  • 21. + 3.
  • 23. +
  • 24. + n Low ceilings n Cluttered towards the front due to festive offers being displayed n Large no of brands under one roof n Limited space
  • 25. + n A surprisingly large no of male consumers shopping n Too many staff including staff from different promotional activities adding to the clutter
  • 26. + n A few promotional activities on for the festive season
  • 27. + Suggestions n Space needs to be defined in a better way n Less clutter n Illusion of space needs to be created Too many small counters for the multiple makeup brands n n Lesser no of brands n While there are a large number of brands under one roof, it would be interesting to note which ones actually have higher sales and which ones are just gathering dust n Stock clearance sales should be done to get rid of the expiring stock
  • 28. + 4. AQUAMARINE JEWELS
  • 29. +
  • 30. + Observations n Attractive from the outside n Cluttered on the inside n Large shop with too many display counters, you could get lost in here all day looking for what you want n Ambience is charming despite the clutter n High ceilings n Display is very haphazard and while the store personnel are used to it, a customer would generally need to ask for help from the staff to see what they want n While billing there seemed to be a confusion on the rates tagged due to illegibility of handwriting on the tags
  • 31. + Suggestions n Reduce clutter n Organise the jewellery more according to size, colour, type of ornament n Cabinets and cases need cleaning and touching up n Jewellery needs polishing to look fresh and new n The wooden display cases would look better with the natural wood instead of the painted white laquer finish on them
  • 33. + Summary n All of the stores had their doors closed and air conditioning on inside for a more comfortable temperature n With the exception of Health and Glow and Crossword, all the stores had relatively high ceilings and gave an illusion of more space and grandeur n However both of these are national chains and hence the personal touch was missing n Health and Glow and Crossword also were similar in terms of the clutter both were extremely disorganized, cluttered with no space to browse / walk through n Silver Streak, Aquamarine and Crossword (despite their clutter) have immense charm which shows in the clientele and repeat customers that they seem to get