CHASH COURSE ON CREATIVITY.

OBSERVATION LAV

STORES OBSERVATION

Cristina Caballero Cros

STORES:

• DESIGUAL RETAIL• CASA VIVA HOME RETAIL• CAPRABO Food super market• ALAIN AFFLELOU GLASSES STORE• BASE SPORTS STORE

BEFORE ENTER:

Before to enter...• Desigual: is a very known retail shopping (competence to Custo), so it is why draw me in, the

lettering is no so big, but it doesn’t matter. As you can see, the door is open so ths make me feel “Wellcome... Why you don’t visit me?”. The perfume store was very attractive.

• CASA VIVA: is know as a home retail, no so expensive neither cheap. The lettering is big, and the door is open. What draws me in is the colour, white, and it looks like a fashion store that tells “Hey, you want to have a “could home”?”.

• CAPRABO: is a very known supermarket chain in Catalonia. The door is close but open automatically. The lettering is very big and hat “extra ad” with opinions and products in promotion. Nothing draws to me, but I use to buy on it because is in the way to go home.

• ALAIN AFFLELOU: What it draw me in is the offer “1 year to pay the glasses”. The door were closed but what I felt is “get quality and individual consulting”.

• BASE: What it was attractive is the Showcase that is very cool, like a fashion shop, that tells me “you can do sport and be cool at the same time”. Lettering is no so big and the door was open.

• CONCLUSION: many shops wants to offer the concept “Be cool” with no so big lettering, nice lighting, nice showcase and the colour of the shop. Open doors invites to come on, closed door shows privacy, individually consulting.

ENVIRONMENT: DESIGUAL• Entrance with open doors which invites to come

in and have a look around. • Multi-colour store, quite brightly, with many

lighted signs.• Light colour of the floor and the ceiling, that in

combination of the store, I feel like to be in a non “traditional” store.

• The store has disco music, quite noisy, that feet completely with the store.

• The store is warm, with a distinctive smell.• The cash register is in the bottom of the store,

and the store security is visible.• The shop fits with the idea of non-conventional

clothes, with many colours and drawings.

PERSONNEL: DESIGUAL

• Salespeople are around 25 years old, and wears store T-shirts, that are at the same time the uniform,

and match completely with the store.

• They contact the customer when is looking for help.

• Because the crisis, not too much customer are in the shop.

• As a new fashion brand products are more expensive

• The first products you see are the “discount” products and the

central display.• Male and female clothes are not

together, but they are placed by function, colours and prices.

• They are easy to catch, people can try them without any problem.

• All the prices are labeled.• Impulse items are near the cash

register.

PRODUCTS: DESIGUAL

COSTUMERS: DESIGUAL

• Many customers went in group, mother + father + daughter, or

girlfriends.• The customers are young, in

exception of the families.• People are free to walk, to touch, and

to move with the clothes or bags. • Mainly purchases where done by

families, and people that were alone. Groups didn’t buy.

• I suppose that 25% of the customers hat purchase something.

ENVIRONMENT: CASA VIVA

• Mono-colour store, white, and, many clear lighting, the store is quite brightly.

• Grey colour of the floor and a white ceiling• White stands, .

• No music is playing.• You enter in the store through a big open

door but with a barrier system which don’t let you go out through this door. After

crossing the shop you come to the exit door with the cash register just beside.

• The store security is visible.• The store looks modern but no cold.

PERSONNEL: Casa Viva

• Salespeople is between 30 and 40 years old and wears a black

uniform with the letter of th shop.• They contact directly the customer

“May I help you”.• Because it was late, only a few

customer were in the shop.

• The first products you see are the “discount” products just in front of

the entrance.• The household product are sorted

by functions and colours and not by price.

• The products are neither cheap nor expensive.

• Prices are from 0,1€ to 300€.• All the products are labeled with

the price.• Impulse items are near the cash

register.

PRODUCTS: Casa Viva

COSTUMERS:Casa Viva

• Only a few customer, men and women, all alone.

• Middle age, casual dressed.• People are free to walk, to touch.

• I suppose that 50% of the customers has purchased something.

ENVIRONMENT: Caprabo• Big glass front with the corporated colours blue and white

• Inside clear lighting, grey-white colour of the floor• Products are placed in stands but also on tables to give an

impression of big size • Products are placed directly in the stand and not in carton

boxes (more exclusively).• Fresh Fish and meat area behind a counter for customized

preparing • Backround music is playing, sometime products are

advertised.• You first enter in a long floor and the you enter in the sales

area through a unic barrier door (no exit possible). beside you have a line of about 10 cash register .

• The store security is visible.• The store looks more luxury then most of competitors,

although the image is changing because of lower prices and products because of crisis

PERSONNEL: Caprabo

• Salespeople are young an older, wearing a blue and white uniform

with the letter of th shop.• No free personal to attend the

people in the sales area but friendly and helpful when being asked .

.

• The first products you see are fresh products and season products and also

discount products placed on tables. • Further you see quickly the “discount”

products placed at the beginning of each stand

• Products are looking very fresh, all known brands are present and prices

are consequently some higher than competition .

• All the prices are standing at the bottom of the stand.

• Impulse items are near the cash register.

PRODUCTS: Caprabo

COSTUMERS:CABRABO

• In the late afternoon a lot of customer ,all cash registers are open

to avoid longer waiting time for customers.

• A lot of mothers and fathers with her children.

• Most are Middle age, well dressed. • Less people from the lower society

because of higher prices.

ENVIRONMENT: Alain Affelou

• Mono-colour store, white, clear lighting.• Grey colour of the floor and a white ceiling

• You enter in the store through a closed door. • The complete left wall is filled with stands full of glasses.

• On the right side is a table with several chairs for personal adapted consulting.

• At the bottom of the shop is the cash register but because of the small size well visible

• The store security is visible.• The store is looking traditional and some modern, but

seriously The close door does not invite people to come in and look around but people looking for a individually

consulting

PERSONNEL: Alain Affelou• 2 young saleswoman about 25-30

years are behind the cashregister. They wear nice red uniform,

supposed to attend younger people for fashion glasses

• The manager of the shop is sitting and consuling a couple of older

people for normal glasses• When entering one of the

saleswoman is coming and asking discretly “May I help you”.

• In the shop window you could see some fashion glasses for young and old and a few “discount” products.

• The glasses are sorted by brands, function and fashion.

• The products are neither cheap nor expensive.

• All the products are labeled with the price.

PRODUCTS: Alain Affelou

COSTUMERS: Alain Affelou

• Because it was late, and because of the crisis only a few customer were in the shop.

• A couple midsize age are sitting and is being consulted by the shop manager

• A younger girl is looking alone the stands of sun glasses.

• People are free to walk, to touch. • I suppose the couple getting consulted is going to buy

glasses.

ENVIRONMENT: Base• Double floor with glass front,

• Big bright photos of sportmen doing different sports. • Beside the big oversized photos it looks like a traditional sport

shop. • The shop is full of sport clothes, perhaps to much.

• The ground floor could be some brigther. The different sports are separated by functins.

• The floor has a red painted walking area for guiding.• .

• The cash register is rigth to the main entrance. of the store, and the store security is visible.

• The shop fits with the idea of a conventional no luxury sport shop. But the lightend photos are calling for entrance.

• The products are sorted by area and function

• “discount” products are well place in the different areas .

• Male and female clothes are closed together, placed by brands.

• They are easy to catch, people can try them without any problem.• All the prices are in labeled.

• Impulse items are near the cash register.

PRODUCTS: BASE

PERSONNEL: Base

• Salespeople are around 25 years old, except the boss who is about 50 years

old. They wear a darkstore T-shirts, that are at the same time the uniform, and

match completely with the store.• When available the personnel contact

directly the clients.• Because of the crisis, only a few

customer were in the shop.

COSTUMERS: Base

.• The customers are young and older.

• People are free to walk, to touch, and to move with the clothes or sport

products. • Most of the people are casual

dressed.• I suppose that 50% of the customers

purchase something.