Crash Course on CreativityAssignment #2 –Alberto Losada
WATCHING PAYS MORE THAN JUST SEEING
LET´S GO SHOPWATCHING!
LET´S GO SHOPWATCHING! – Crash Course Creativity – Alberto Losada
ZARA
Serrano Street (Madrid´s most expensive shopping area)OBSERVATIONS
Plenty of room for walking around
Nicely organized clothesWeird views
Clever floor
organisation
(ladies street floor,
gentlemaen 3rd floor)
IMPROVEMENT INSIGHTS
- Not cozy. The faster the shopping, the better. - Needs more warmth to make people buy more.- Smells all over the same, regardless kids area or gentlemen. Differentiate!!
- Most clothing has the same colours. Somewhat boring. Light it a bit!!
Le P
ain
Quo
tidie
n
Serrano Street (Madrid´s most expensive shopping area)OBSERVATIONS
Very well presented product
Apparently cozy layout
and furniture
Exterior terrace (now it´s winter!!
Warm and inviting colours and staff
IMPROVEMENT INSIGHTS
- A baker and cafeteria shop should smell to bread.Do it!! - Too exposed terrace. Needs some plants to create atmosphere!
- Little stock of bread. Too much of it whole and hard to chew.- No coffeee smell. The only real smell is wood. Pity! A good chance to exploit senses.
LET´S GO SHOPWATCHING! – Crash Course Creativity – Alberto Losada
ImaginariumSerrano Street (Madrid´s most expensive shopping area)
OBSERVATIONS
Twin entrance, for kids and adults.
Excellent lighting.
Weird views
Imaginative café-bar for kids and
parents
IMPROVEMENT INSIGHTS
- No playing arena… in a toy shop? Kids need to play!- Few things to touch, too many showwindows and christal boxes.
- Too “Museum Look”. Need more playing atmosphere!They have a club, and it is poorly marketed inside. Lost chance!
REALLY ample and inviting!
toy
sho
p
LET´S GO SHOPWATCHING! – Crash Course Creativity – Alberto Losada
VIPSOBSERVATIONSGood selection of magazines and books.
Assorted gifts and
light food.
Weird views
Bread corner included!
IMPROVEMENT INSIGHTS
- It is mostly unaltered except the bread corner. New offers!- It has a too uniform lighting. Spotlights to promote things!- Staffers nice, but scarce in number. More potential sales lost!Needs reading areas in all shops. They create welcoming feeling!
Gift
shop
and
cafe
teri
a
LET´S GO SHOPWATCHING! – Crash Course Creativity – Alberto Losada
ZARA HOME
Serrano Street (Madrid´s most expensive shopping area)
OBSERVATIONSAmple and plenty of light
Extensive variety for
home
Visible counter
IMPROVEMENT INSIGHTS
- Bad ceiling lighting-looks like an office! Make it warmer.- Slow paying speed. No ques thanks!- No places to sit down. Let customers rest to keep buying!- Sure Zara Home has its styke, but the uniformity of colours needs other colours.
LET´S GO SHOPWATCHING! – Crash Course Creativity – Alberto Losada
LET´S GO SHOPWATCHING!
Chinese BazaarOBSERVATIONS
Low Price is the only reason to enter!
Goods from floor to ceiling
For everyday
needs
IMPROVEMENT INSIGHTS
- Horrible plastic smell in all of them. Please use an aroma!- Owner barely speaks Spanish, so there is no interaction with clients.- The only suggestion to improve sales is work more on the communication and language area. Talking to clientes is essential!
You need somethig? We have it!
Mmmmmmmm…
What about my personal insight after this exercise?
LET´S GO SHOPWATCHING! – Crash Course Creativity – Alberto Losada
FRESH EYESATTENTIVE MIND
+NEW
OPPORTUNITIES!
LET´S GO SHOPWATCHING! – Crash Course Creativity – Alberto Losada