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A CRASH COURSE ON CREATIVITY



OBSERVATIONS LAB

SUBMITTED BY BOB JERSIN (BOB@JERSINFINANCIAL.COM)

SUBMIT Date: 11/1/2012




                                INDEX


      I.     LISTING OF STORE OBSERVED and PHOTOGRAPHED
      II.    OBSERVATIONS & PICTURES ON THE MOST INVITING STORE
      III.   DETAIL AND OBSERVATIONS AND PICTURES OF OTHER 5 STORES
      IV.    RAW DATA ACCUMULATED ON CLASS QUESTIONS, BY STORE
I.     LISTING OF STORES OBSERVED



1.   COSTCO
2.   TARGET
3.   WHOLE FOODS
4.   SAFEWAY
5.   LUCKY SUPERMARKET
6.   HOME DEPOT



The six stores above were visited and each was assessed. Photographs
were taken of each. The observations of each are described in the sections
that follow.




      II.   OBSERVATIONS ON THE MOST INVITING STORE


MY FAVORITE STORE: WHOLE FOODS



My favorite store was Whole Foods. They had a very inviting display
outside of their doors as well as inside, with colorful fruits, and flowers, as
the pictures show, below.

The entrance to Whole Foods had a display outside, which was inviting and
looked like a Farmers Market. They used brightly colored foods effectively to
beautify the area. Just inside the entry, there were colorful vegetables and a
wine colored cement floor, which looked very attractive.

The smells in Whole foods were wonderful, and included that of cooked
foods, and lavender.

This store put a lot of work into making sure the environment was pleasant,
attractive, colorful and cozy. Calm music was playing which added a sense
of relaxation.
WHOLE FOODS

      FROM OUTSIDE                  OUTSIDE ENTRANCE




INSIDE WHOLE FOODS ENTRANCE
WINE COLORED FLOOR & COLORFUL FOODS IN CRATES
III.   DETAILED OBSERVATIONS OF OTHER FIVE STORES



DRAW:

Only Whole Foods and Safeway had a good draw, and this was due to
their putting goods outside of their entry way.

Whole Foods was noted in the prior section. They and Safeway both had food
outside of the stores, attracting people to their location and enticing them
inside. Once inside, both store continued the attraction. Whole foods
displayed vegetables, while Safeway had a display of flowers for sale.

SAFEWAY FLOWER DISPLAY ON WOODEN FLOORING




The other three stores, Costco, Lucky and Target, did not have much if any
outdoor enticement. Home dopot had some flowers and merchandise out, but
it was NOT attractively done.
SIGNAGE:

All store had large signage, which gave the impression that they were
substantial stores. However, the Lucky’s sign was backed by paint which
was splotchy, and gave a bad impression.    The Whole Foods sign was the
most unusual font, giving a more modern and up to date look and feel.
An entry way enhancement which Target had was a spread of sales
advertisements under glass to inform all entrants of special sales. Then they
had to go find them in the store. A game of hide and go seek?

TARGET ENTRY AD DISPLAY




FLOORING:

Costco and Home Depot both had plan cement flooring.
Target, Lucky and Safeway had vinyl flooring which was softer in appearance
and feel
Whole Foods had a colored cement floor which looks especially nice.

NOISE

Home Depot was by far the noisiest store, with loud beeping from forklifts as
a warning to customers, and constant PA paging, High Speed Fans, as well as
cart rattling noises. No music here!
The most subdued sounds were in Whole Foods, which included soft music.
Safeway and Lucky also had music. The others did not (Costco/Home
Depot/Target)
REGISTERS, and PATHWAYS

All stores had a bank of registers up front, which helped direct customers
down common pathways. The best common pathway stores were Costco and
Whole Foods. The others had more off-pathway customer drift.

 SMELLS

All store smelled decent, however, Whole Foods was the best smelling,
followed by Safeway. Home Depot smelled generally fresh, but also of wood
and some isles smelled of chemicals, so I wanted to get away from those
isles.

LIGHTING

All stores were well lit. The brightest were: Costco, Target, Whole Foods and
Lucky. Home Depot was just a bit dimmer, and Safeway was the most dim.

TIME IN STORE

 Whole Foods was the best place to spend time, and Costco was second, due
to the quantity of merchandise, and the free food samples. Yum!




STORE PERSONNEL

SALES

The only sales contact was at Home Depot, after ten minutes.       The other
stores did not seem to have sales people.

AGE AND GENDER

1.   COSTCO (30 years old, twice the number of males as females)
2.   TARGET (35 years old, mostly females)
3.   WHOLE FOODS (40, both sexes)
4.   SAFEWAY (40, both sexes)
5.   LUCKY SUPERMARKET (35, both sexes)
6.   HOME DEPOT (45, both sexes)
UNIFORMS

Only Costco had no uniform. Target was the most elaborate. Other stores
used smocks for the uniforms.

Target’s interior was all red, even the carts were red.


PRODUCTS

The first product noticed:

1. COSTCO (high end TV’s)




2. TARGET (Cosmetics)
3. WHOLE FOODS (Organic Fruits and Vegetables)




4. SAFEWAY (Pumpkins, Flowers and Fruit)




5. LUCKY SUPERMARKET
   Bare Entrance, a few flowers and a wine box
6. HOME DEPOT (Flowers, yes even at Home Depot! But also a junky mess of
   a mix of out door products)




All Products in all stores were arranged by Function.

All Prices were easy to find in all stores.

Costco had the most samples. Whole Foods had the BEST tasting samples.
The other stores did not have any samples.

There were no impulse items at the register in Costco, but there were at all
other stores.

RECOMMENDATION: Costco should add impulse items by register. Many
customers wait in line a long time and this would be a good opportunity to
add revenue to the store.



CENTRAL DISPLAY

All stores except target had a central display
CUSTOMERS

Customers at all stores were mostly alone, however, there were some
children with parents at Safeway.

Average Customer Age & Gender

 1.   COSTCO (40 – both)
 2.   TARGET (40 – female)
 3.   WHOLE FOODS (50 – both – mostly slender people)
 4.   SAFEWAY (40 – female)
 5.   LUCKY SUPERMARKET (40, both)
 6.   HOME DEPOT (40, more men 3/2)

(See pathways, above)


Product touching took place in all stores.

Customers were mostly on a mission in all stores.

100% of customers purchase something in every store, except Target which
had about a 95% purchase rate.

Customers stayed in Costco the longest time (about 45 minutes) much of
which was due to the long check out lines, and the size of the store.




IMPRESSIONS

 1.   COSTCO (BULK ITEMS AT A DISCOUNT)
 2.   WHOLE FOODS (HIGH VALUE AND GOOD FOR YOU PRODUCTS)
 3.   SAFEWAY (NICE SUPER MARKET)
 4.   LUCKY SUPERMARKET (LOWER END MARKET, LOWER END FOOD)
 5.   HOME DEPOT (MUCH LOWER ESTHETICS THAN LOWES, BUT THEY MAKE
      MORE MONEY SO THEY MUST BE DOING SOMETHING RIGHT).
IV.           RAW DATA

                                    Ranking by Catagory

                     (Categories quantified with a low assesment of zero
                            to a high of 10 for each subcategory)



                 6 STORE QUANTIFIED
                 RANKING BY CATEGORIES

                 ENTRANCE TOTAL                   DRAW          OPEN DOOR             FEELING          SIGN                             INDICATION
 COSTCO                                  41                 6                   10           8                                     10                 7
 TARGET                                  40                 7                    7           8                                     10                 8
 WHOLE FOODS                             49               10                     9          10                                     10                10
 SAFEWAY                                 41                 8                    6           8                                     10                 9
 LUCKY                                   26                 4                    4           5                                      7                 6
 HOME DEPOT                              37                 7                    7           6                                     10                 7




                                                                                           8warm
                                                                                                                                             in
                             HIGH                      10 - 0                              7cool                                             store
               ENVIRONMENT   CEILING          BRIGHT   LOUD     CAUSE                      TEMP.        MERCH.    SMELL             SMELL    TIME    VALU
COSTCO                  92          10            10        2   carts/talking                      8          5   NO                     6      35
TARGET                  76           8            10        5   talking                            8          5   stuffy                 4      25

WHOLE FOODS             83          10            10        3   music                              8          5   Fresh/lavender        10      20        1
SAFEWAY                 74           8             7        3   carts/talking/music                7          5   Food                   8      20
LUCKY                   68           8            10        4   Carts/announcements                7          5   Sweet                  8      15
HOME DEPOT              79          10             9        1   fans/announcements/carts           7          5   Fresh/wood             7      25
MATCHES
                PERSONNEL         CONTACT          UNIFORM          IMAGE         AGE    GENDER
 COSTCO                    13                 0                5              8     30   MMF     MMF = 2 MALES FOR EVERY FEMALE
 TARGET                    20                 0             10              10      35   F
 WHOLE FOODS               15                 0                8              7     40   MF
 SAFEWAY                   16                 0                8              8     40   MF
 LUCKY                     16                 0                8              8     35   MMF
 HOME DEPOT                21                 5                8              8     45   MMF




                                                  CENTRAL          SALE                                       MOST           VISIBLE        IMPULSE BY
                                FIRST
               PRODUCTS         PROD              DISPLAY          ITMES      ARRANGEMENT       SAMEPLES?     EXPENSIVE      PRICING        CASHIER
COSTCO                30        TV                     10          MIXED      FUNCTIONAL                 10   ENTRY                    10   NONE
                                                                                                              SIDE
TARGET                25        MAKEUP                     5       MIXED      FUNCTIONAL                  0   FRONT                    10             10
WHOLE FOODS           35        VEGGIES                10          NONE       FUNCTIONAL                  5   CENTER                   10             10
                                                                                                              SIDE
SAFEWAY               28        PUMPKINS                   8       BACK       FUNCTIONAL                  0   FRONT                    10             10
LUCKY                 29        PUMPKINS                   9       MIXED      FUNCTIONAL                  0   BACK                     10             10
                                                                                                              BEG OF
HOME DEPOT            26        FLOWERS                    6       CENTER     FUNCTIONAL                  0   ISLES                    10             10




                                                    AVE.           IN STORE                        ON         PERCENT
                                                    CUST
               CUSTOMERS                ALONE       AGE            TIME     SAME PATH    TOUCH     MISSION    PURCHASE
COSTCO                                  YES                40         50    YES          SOME      YES                 100
TARGET                                  YES                40         20    SOMEWHAT     YES       YES                  95
WHOLE FOODS                             YES                50         20    YES          YES       YES                 100
SAFEWAY                                 YES                40         30    SOMEWHAT     YES       YES                 100
LUCKY                                   YES                40         20    SOMEWHAT     YES       YES                 100
HOME DEPOT                              YES                40         25    NO           YES       YES                 100
MORE PHOTOGRAPHS

TARGET




SAFEWAY




HOME DEPOT

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A crash course on creativity word asn 2

  • 1. A CRASH COURSE ON CREATIVITY OBSERVATIONS LAB SUBMITTED BY BOB JERSIN (BOB@JERSINFINANCIAL.COM) SUBMIT Date: 11/1/2012 INDEX I. LISTING OF STORE OBSERVED and PHOTOGRAPHED II. OBSERVATIONS & PICTURES ON THE MOST INVITING STORE III. DETAIL AND OBSERVATIONS AND PICTURES OF OTHER 5 STORES IV. RAW DATA ACCUMULATED ON CLASS QUESTIONS, BY STORE
  • 2. I. LISTING OF STORES OBSERVED 1. COSTCO 2. TARGET 3. WHOLE FOODS 4. SAFEWAY 5. LUCKY SUPERMARKET 6. HOME DEPOT The six stores above were visited and each was assessed. Photographs were taken of each. The observations of each are described in the sections that follow. II. OBSERVATIONS ON THE MOST INVITING STORE MY FAVORITE STORE: WHOLE FOODS My favorite store was Whole Foods. They had a very inviting display outside of their doors as well as inside, with colorful fruits, and flowers, as the pictures show, below. The entrance to Whole Foods had a display outside, which was inviting and looked like a Farmers Market. They used brightly colored foods effectively to beautify the area. Just inside the entry, there were colorful vegetables and a wine colored cement floor, which looked very attractive. The smells in Whole foods were wonderful, and included that of cooked foods, and lavender. This store put a lot of work into making sure the environment was pleasant, attractive, colorful and cozy. Calm music was playing which added a sense of relaxation.
  • 3. WHOLE FOODS FROM OUTSIDE OUTSIDE ENTRANCE INSIDE WHOLE FOODS ENTRANCE WINE COLORED FLOOR & COLORFUL FOODS IN CRATES
  • 4. III. DETAILED OBSERVATIONS OF OTHER FIVE STORES DRAW: Only Whole Foods and Safeway had a good draw, and this was due to their putting goods outside of their entry way. Whole Foods was noted in the prior section. They and Safeway both had food outside of the stores, attracting people to their location and enticing them inside. Once inside, both store continued the attraction. Whole foods displayed vegetables, while Safeway had a display of flowers for sale. SAFEWAY FLOWER DISPLAY ON WOODEN FLOORING The other three stores, Costco, Lucky and Target, did not have much if any outdoor enticement. Home dopot had some flowers and merchandise out, but it was NOT attractively done.
  • 5. SIGNAGE: All store had large signage, which gave the impression that they were substantial stores. However, the Lucky’s sign was backed by paint which was splotchy, and gave a bad impression. The Whole Foods sign was the most unusual font, giving a more modern and up to date look and feel.
  • 6. An entry way enhancement which Target had was a spread of sales advertisements under glass to inform all entrants of special sales. Then they had to go find them in the store. A game of hide and go seek? TARGET ENTRY AD DISPLAY FLOORING: Costco and Home Depot both had plan cement flooring. Target, Lucky and Safeway had vinyl flooring which was softer in appearance and feel Whole Foods had a colored cement floor which looks especially nice. NOISE Home Depot was by far the noisiest store, with loud beeping from forklifts as a warning to customers, and constant PA paging, High Speed Fans, as well as cart rattling noises. No music here! The most subdued sounds were in Whole Foods, which included soft music. Safeway and Lucky also had music. The others did not (Costco/Home Depot/Target)
  • 7. REGISTERS, and PATHWAYS All stores had a bank of registers up front, which helped direct customers down common pathways. The best common pathway stores were Costco and Whole Foods. The others had more off-pathway customer drift. SMELLS All store smelled decent, however, Whole Foods was the best smelling, followed by Safeway. Home Depot smelled generally fresh, but also of wood and some isles smelled of chemicals, so I wanted to get away from those isles. LIGHTING All stores were well lit. The brightest were: Costco, Target, Whole Foods and Lucky. Home Depot was just a bit dimmer, and Safeway was the most dim. TIME IN STORE Whole Foods was the best place to spend time, and Costco was second, due to the quantity of merchandise, and the free food samples. Yum! STORE PERSONNEL SALES The only sales contact was at Home Depot, after ten minutes. The other stores did not seem to have sales people. AGE AND GENDER 1. COSTCO (30 years old, twice the number of males as females) 2. TARGET (35 years old, mostly females) 3. WHOLE FOODS (40, both sexes) 4. SAFEWAY (40, both sexes) 5. LUCKY SUPERMARKET (35, both sexes) 6. HOME DEPOT (45, both sexes)
  • 8. UNIFORMS Only Costco had no uniform. Target was the most elaborate. Other stores used smocks for the uniforms. Target’s interior was all red, even the carts were red. PRODUCTS The first product noticed: 1. COSTCO (high end TV’s) 2. TARGET (Cosmetics)
  • 9. 3. WHOLE FOODS (Organic Fruits and Vegetables) 4. SAFEWAY (Pumpkins, Flowers and Fruit) 5. LUCKY SUPERMARKET Bare Entrance, a few flowers and a wine box
  • 10. 6. HOME DEPOT (Flowers, yes even at Home Depot! But also a junky mess of a mix of out door products) All Products in all stores were arranged by Function. All Prices were easy to find in all stores. Costco had the most samples. Whole Foods had the BEST tasting samples. The other stores did not have any samples. There were no impulse items at the register in Costco, but there were at all other stores. RECOMMENDATION: Costco should add impulse items by register. Many customers wait in line a long time and this would be a good opportunity to add revenue to the store. CENTRAL DISPLAY All stores except target had a central display
  • 11. CUSTOMERS Customers at all stores were mostly alone, however, there were some children with parents at Safeway. Average Customer Age & Gender 1. COSTCO (40 – both) 2. TARGET (40 – female) 3. WHOLE FOODS (50 – both – mostly slender people) 4. SAFEWAY (40 – female) 5. LUCKY SUPERMARKET (40, both) 6. HOME DEPOT (40, more men 3/2) (See pathways, above) Product touching took place in all stores. Customers were mostly on a mission in all stores. 100% of customers purchase something in every store, except Target which had about a 95% purchase rate. Customers stayed in Costco the longest time (about 45 minutes) much of which was due to the long check out lines, and the size of the store. IMPRESSIONS 1. COSTCO (BULK ITEMS AT A DISCOUNT) 2. WHOLE FOODS (HIGH VALUE AND GOOD FOR YOU PRODUCTS) 3. SAFEWAY (NICE SUPER MARKET) 4. LUCKY SUPERMARKET (LOWER END MARKET, LOWER END FOOD) 5. HOME DEPOT (MUCH LOWER ESTHETICS THAN LOWES, BUT THEY MAKE MORE MONEY SO THEY MUST BE DOING SOMETHING RIGHT).
  • 12. IV. RAW DATA Ranking by Catagory (Categories quantified with a low assesment of zero to a high of 10 for each subcategory) 6 STORE QUANTIFIED RANKING BY CATEGORIES ENTRANCE TOTAL DRAW OPEN DOOR FEELING SIGN INDICATION COSTCO 41 6 10 8 10 7 TARGET 40 7 7 8 10 8 WHOLE FOODS 49 10 9 10 10 10 SAFEWAY 41 8 6 8 10 9 LUCKY 26 4 4 5 7 6 HOME DEPOT 37 7 7 6 10 7 8warm in HIGH 10 - 0 7cool store ENVIRONMENT CEILING BRIGHT LOUD CAUSE TEMP. MERCH. SMELL SMELL TIME VALU COSTCO 92 10 10 2 carts/talking 8 5 NO 6 35 TARGET 76 8 10 5 talking 8 5 stuffy 4 25 WHOLE FOODS 83 10 10 3 music 8 5 Fresh/lavender 10 20 1 SAFEWAY 74 8 7 3 carts/talking/music 7 5 Food 8 20 LUCKY 68 8 10 4 Carts/announcements 7 5 Sweet 8 15 HOME DEPOT 79 10 9 1 fans/announcements/carts 7 5 Fresh/wood 7 25
  • 13. MATCHES PERSONNEL CONTACT UNIFORM IMAGE AGE GENDER COSTCO 13 0 5 8 30 MMF MMF = 2 MALES FOR EVERY FEMALE TARGET 20 0 10 10 35 F WHOLE FOODS 15 0 8 7 40 MF SAFEWAY 16 0 8 8 40 MF LUCKY 16 0 8 8 35 MMF HOME DEPOT 21 5 8 8 45 MMF CENTRAL SALE MOST VISIBLE IMPULSE BY FIRST PRODUCTS PROD DISPLAY ITMES ARRANGEMENT SAMEPLES? EXPENSIVE PRICING CASHIER COSTCO 30 TV 10 MIXED FUNCTIONAL 10 ENTRY 10 NONE SIDE TARGET 25 MAKEUP 5 MIXED FUNCTIONAL 0 FRONT 10 10 WHOLE FOODS 35 VEGGIES 10 NONE FUNCTIONAL 5 CENTER 10 10 SIDE SAFEWAY 28 PUMPKINS 8 BACK FUNCTIONAL 0 FRONT 10 10 LUCKY 29 PUMPKINS 9 MIXED FUNCTIONAL 0 BACK 10 10 BEG OF HOME DEPOT 26 FLOWERS 6 CENTER FUNCTIONAL 0 ISLES 10 10 AVE. IN STORE ON PERCENT CUST CUSTOMERS ALONE AGE TIME SAME PATH TOUCH MISSION PURCHASE COSTCO YES 40 50 YES SOME YES 100 TARGET YES 40 20 SOMEWHAT YES YES 95 WHOLE FOODS YES 50 20 YES YES YES 100 SAFEWAY YES 40 30 SOMEWHAT YES YES 100 LUCKY YES 40 20 SOMEWHAT YES YES 100 HOME DEPOT YES 40 25 NO YES YES 100