A CRASH COURSE ON CREATIVITY

ON A SHOPPING SPREE WITH UMBREEN SULTANA

The stores I visited…4 General stores 1 Bakery1 Cosmetics shop

Before I entered the stores…All the stores presented a neat and inviting look which immediately drew me in. None of the stores had an illuminated sign lettering. But all of them were visible even in the dark, giving a straight forward sober business approach. At the same time it made sure that people passing from a distance also would be able to spot it.

Environment None of the stores was spacious,

but things were neatly stacked and movement space was just right.

The color scheme and the flooring were bright giving an impression of spaciousness.

All stores had a warm & welcoming approach having a positive effect. I noticed that all customers including myself were shopping pretty comfortably at all the stores. None gave the feeling of uneasiness.

Generally the places were quiet except at the cash counter where there was some conversation between the customers and the salesmen.

Environment (contd.)Every store had its

cash counter near the exit.

The bakery and the cosmetics store had very distinctive smells of freshly baked items and cosmetics respectively. Other stores simply smelled pleasant.

PersonnelAs all stores encouraged self service and all

commonly bought items were with in reach, sales men and women were just roaming around supervising. Occasionally a customer would ask for help and these sales people would show a lot of courtesy when dealing with customers.

Uniform was not a common feature but courtesy was!

Salespersons on the cash counters were fast and alert.

ProductsProducts were mainly located by

function. The most sold items were at eye level. Big cartons or boxes were placed out of reach or in corners.

Expensive and less costly items were all mixed because the stores focused on keeping all the variety of each product in one place. This provided the customers a chance to compare the prices and select the item they want. Instead of anyone compelling them to buy.

Common consumer items were first to be spotted.

Products (contd.)Impulse items like

children’s candies, products in sachets and cold drinks were very close to the cash counters in all the stores (except of course the cosmetics store!)

Products (contd.)3 out of 6 stores had

their price tags neatly displayed under each item.

Customers It was a mixed galore of

customers of all ages and gender; families with little kids, son helping the mother, friends on a spree and serious shoppers.

All customers generally took the same direction as the stores did not offer much room to go in different directions.

They were free to touch the products as there was no other way of buying, they selected the product of their choice/need and used baskets or trolleys to take it to the cash counter.

Customers (contd.)Customers were queued

up at the cash counters.Most customers

appeared to be regular ones who came with a purpose and spent that much time which was required for their shopping.

Every customer left satisfied with a bag or two in their hands.

Surprises, surprises!Lettering visible in the dark.Not spacious but all things

neatly arranged and just enough space for customers to move about . Shows the high sense of space of the shop owner and the salesmen who are maintaining the place.

Few customers as it was immediately after a big festival; Eid ul Azha. I learnt that after a festivial is over these places bear a deserted look.

Surprises, surprises! (contd.)Although there were

few customers but the stores were well stacked with merchandise . It means that supply management is strong.

My learningCash counters should be near exit.

It helps customers to move out quickly from the store once they have shopped. This is even more helpful during rush hours.

Learning to be patient and polite is an important part of training given to salespeople.

Well stacked shelves and courteous salespersons are salient features of successful business.

I had never noticed the color scheme before but now I realize that pleasant colors attract customers as they give an impression of spaciousness.

My learning (contd.)Each store was

either manned by a guard or security camera.

Fridges and freezers were placed near the cash registers to avoid misuse.