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