1. Lynn Bright Crash Course in Creativity Lesson Two
Good window display / Open door / Doesn’t draw me in
Large lettering / Chain / Corporate colours
Office atmosphere / Office clothes / Professional
Medium high ceiling / Brightly lit / No music / Comfortable temperature
Lots of merchandise / Cash desks to the left
No smell / No security staff / Camera
Quick walk round / Value of merchandise fits store /No contact from staff
No sales script / Customers treated equally / Few sales staff
Young female / Staff wear products / No uniform / Salespeople match store
First sight casual wear / Some central displays – gifts / Sale items not visible
Products by function / No free samples or demonstrations / Clothes at eye level / Homewear
least accessible / Prices average / Females 20-30s / Browsing
Customers go in different directions / Customers touch / No encouragement
Less than half buy
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2. Lynn Bright Crash Course in Creativity Lesson Two
Good window display /Open door / Not enticing / Large lettering / Chain
Mute colours / Mixed merchandise / Own brands / Concessions
High ceiling / Brightly lit / No music / Comfortable temperature
Lots of merchandise / Cash desks in various locations / Perfume smell on ground floor
No visible security staff / Cameras
Quick walk round / Value of merchandise fits store / No contact from staff
No sales script/ Customers treated equally / Few sales staff to customers
Young female/ Staff wear badge / No uniform / Salespeople match the store
First sight perfume and jewellery / Central displays – gifts / Sale items by escalators
Products by function / No free samples or demonstrations / Eye level displays
Electrical goods least accessible / Prices medium expensive
Females 40 - 60s / Browsing / Customers go in one direction / Carpet strips
Customers touch clothes / No encouragement
Less than half buy
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3. Lynn Bright Crash Course in Creativity Lesson Two
No window display / Open / sliding doors / Not enticing / Large lettering
Chain / Corporate colours / Basic feeling / Everyday shop
High ceiling / Brightly lit / Christmas music / Cold temperature
Lots of merchandise / Cash desks along exit wall / Baking smell
Security staff by the door / Cameras / Shoppers go up and down each aisle
Value of merchandise fits store / No contact from staff but friendly if asked
Sales script on food – thanks for waiting / Customers treated equally
Several helpful sales staff / Young – middle aged staff male and female
Staff wear uniform / Salespeople match the store / First sight George clothes
Seasonal goods / Some central displays / Sale items near entrance /Products by function /
More expensive items at eye level
Menswear least accessible /Prices average / Females 20-70s Buying /Customers go in different
directions / Customers touch / No encouragement
All buy
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4. Lynn Bright Crash Course in Creativity Lesson Two
Good window display/ Half open door / Draws me in / Large lettering / Chain
Corporate colours / Relaxed atmosphere / Books
Medium high ceiling / Brightly lit but not too bright / Coffee shop
Comfortable temperature / Lots of books / Well displayed by type /Cash desks to the left / No
smell
No security staff / Camera
Slow walk round / Value of merchandise fits store / No contact from staff / No sales script /
Customers treated equally / Few sales staff
Young male and female / No uniform / badge / Salespeople match the store
First sight stairs up / Some central displays – new books / Sale items to the left
Products by category / No free samples or demonstrations / Best sellers and cards at eye level
/ Textbooks least accessible / Prices average / Male & female all ages
Browsing / Customers go in different directions / Customers touch and read
Less than half buy
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5. Lynn Bright Crash Course in Creativity Lesson Two
Good window display/ Doors closed / Draws me in
Large lettering / Chain / Corporate colours / uniform / Badge
Dependable feeling / Everyday clothes
Medium high ceiling / Brightly lit / Christmas music / Green & red Xmas displays
Comfortable temperature / Lots of merchandise
Cash desks to the left No smell / Security staff by the door / Cameras
Slow walk round / Value of merchandise fits store / No contact from staff
Sales script on food – thanks for waiting / Customers treated equally
Several helpful sales staff / Young – middle aged female / Staff wear uniform / Salespeople
match the store
First sight Per Una / Some central displays / Sale items by through path / Products by function
/ Free samples in food section / Outfits and sweets at eye level / Homewear least accessible /
Prices average
Females 30-60s / Browsing and buying / Customers go in different directions / Customers
touch / No encouragement
More than half buy
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6. Lynn Bright Crash Course in Creativity Lesson Two
Good window display/ Doors open / Draws me in
Large lettering / Chain / Bright colours / dark clothes / Badge
Cheap and cheerful / Everyday & party clothes / Medium high ceiling / Brightly lit
Comfortable temperature / Lots of tightly packed in merchandise
Cash desks to the right / No smell / Security staff by the door / Cameras
Slow walk round / Value of merchandise fits store / No contact from staff
Customers treated equally / staff / Young female / Staff wear black / Salespeople match the
store
First sight handbags / Some central displays / Sale items near escalator / Products by function
Various items at eye level / Homewear least accessible / Prices cheap
Females 12-25s / Browsing and buying / Customers go in different directions / Customers
touch / No encouragement
Most buy
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