Are you paying attention?Assignment 2- Crash Course on Creativity

By Lena Katharina Zimpfer

Shops Visited:

1) Starbucks Mexico

2) Piñata/ Candy shop

3) Virtual Shopping: Travel Agency

4) Blockbuster

5) Wine Shop

6) Fashion Store

Note: Unfortunately I was unable to take photos inside the specific shops, I am living in Mexico and due to security issues it is prohibited to take photos inside the shops. I hope that the photos I was able to take some of which are from the internet, can at least help you capture a little, the essence of the shop.

1) Starbucks

-Before you enter: doors closed due to air condition gives a somewhat ‘exclusive’ feel rather than welcoming

-Environment: darkish. Brown. Living room atmosphere. Cushions. Sofas. Homey. Fan on ceiling with reflection of light, difficult to read. Medium playing music. Not disturbing. Relaxing. Fits warm environment. Can’t smell coffee aroma as much as you should. Visible store security guard, makes you feel somewhat uncomfortable, but this is normal in Mexico. Nevertheless I can spend hours here, working, reading, discussing the world, ideas, watching people etc.

- Personnel: friendly, greeting with a smile, by name, personnel dressed in Starbucks uniform, hat, colors, today is Halloween so one of the employees painted her face as a kitten which demonstrates the fun culture they have,

-Products: impulse items such as cookies, bars and starbucks cards can be found near the cash register

-Customers: coffee is a social drink, you can see people who spend hours talking to their friends, holding business meetings, discussing ideas, the age varies widely people are 20-50 years old come here

Hidden Opportunities:

1) Community Board: to more thoroughly integrate the local community they could create a board where local activities and advertisements can be posted

2) Employee of the Month: the staff at my local Starbucks are so warm-hearted, they always welcome me with a big smile, I think it would be a great stimulation for them to be voted by, by customers, ‘a employee of the month’ and to receive a prize and get their photo and skills posted on a board for everyone to see

3) Change of Music: the music at Starbucks is subtle and relaxing, nevertheless I have noticed the same playlist is always playing, it would be nice to get a variation and instead of a standardized playlist also use local artists and talents

4) Drink of the Month: more variations in drinks offered, maybe a contest amongst their baristas, who can create the most unique, delicious drink of the month

2) Piñata/ Candy shop

Observation Lab: Before you enter: no doors, open shop, looks welcoming, many colors and piñatas placed around the shop. Hung from strings, you feel like you are back to being a kid

Personnel: rude service, ready to close the shop, although it was 15 minutes before closing time, in a hurry to go home, no price tags, seemed like they invented price on the spot,

Hidden opportunities: Provide some free candy at the cash register for kids to try and for adults to indulge in. At the entrance: make a curtain of candies

Get the personnel to dress up as a cartoon figure, or put on a party hat, to create more atmosphere in the shop and a more exciting shopping experience for kids

Observation Lab: page Layout: easy/ clear page setup, easy to search for flights

different pages set up for comparison, a bit time-consuming and irritating because you need to open each page separately in a new window or tab.

Hidden Opportunities: compare prices of different website in one table, to give a better overview and to clearly see which one is the cheapest

3) Virtual Shopping- Travel Agency: www.bookingbuddy.com

4) Blockbuster

Observation Lab: Loud music toning from the television/ sample movies (too loud, gives a unpleasant and unwelcoming atmosphere to the shop)

Neon lights, unpleasant to stay in the shop for a long time

Snacks, popcorns, candy, ice cream, soft drinks near the cashier counter

Top movies that are newly released this months on a board

Hidden Opportunities: the board were new releases are displayed, can barley be spotted, it is placed on a wall which you only face once you actually pay and leave the shop, they should relocate the board, because it is a good idea and make it more attractive looking.

Observation Lab: Wine is placed in allies, tiny printed flags are can be spotted in each aisle to see from which country the wine is, Cheapest wines are placed at the bottom of the shelves , Personnel: Little to no assistance in the shop

Hidden Opportunities: I love drinking wine but I am not an expert, I think it would be nice to have a poster to explain the different sorts of vine: i.e. Merlot, Sauvignon Blanc etc.

Also a nice detail would be to make to buy actual big flags to make it more clearer to customers where the different wine flavors are placed and from which country they are,

A board could explain the characteristics of each country, the traditions of drinking wine, what to accompany the wine with, what grapes are used etc.

Entrance: at the entrance there could be a personnel offering some wines and snacks for testing, to make the customer feel more engaged in the buying process and in trying new sorts

5) Wine Shop- La Europea

6) Fashion Store

Observation Lab: Clothes such as dresses were placed high up, difficult to reach, unable to get them down without assistant,Neon lightening in changing rooms, unpleasant light, makes you look horrible in anything you try onPersonnel: willing to sell, however was unable to grasp my taste in clothes, showed me/ brought me every possible dress in the shop to try on

Hidden Opportunities: Change lighting bulbs in the changing room, to yellow lights, Add some smell, sense to the shop, Make the music louderProvide seating area for those who are waiting or are accompanying you to the store,On entering staff could ask if he/she can help, and if so what precisely the customer is looking for

"The real voyage of discovery consists of not in seeking new landscapes but in having new eyes.” -   Marcel Proust