Observation Lab for A Crash Course on Creativity

1. BSERVATION LAB
Observation of various stores in Santo Domingo, Dominican
Republic.

2. My Insights
After make my observation
lab in some stores in Santo
Domingo, Dominican
Republic, I found that as big
is the local of the store, more
complex is the management
of the merchandise, and the
logistic to keep the customer
motivated inside the place.
Ex: When you get in in Stores
likes La Sirena or Jumbo, you
find the season offers in the
entrance, and that makes you
to take a look at it, even if
you are not going in plan to
buy this products.

3. My Insights
As big is the store
local, as it is the
sign

4. My Insights
All the little stores have in
common that their inventory
is on you sights, they are
arranged in the same way
their ceiling is low and well
illuminated, and that makes
me feel that this places is
more big than it’s
appearance, the weather
feels cold, and the
environment looks more
stylish. The big stores use
high ceiling and their
environment makes you fell
in a warehouse.

5. My Insights
All the stores that
I visit have in
common that the
sales
representatives
do not pay much
attention to the
customers

6. Things I haven’t pay attention
before
The hidden security
around the store, the
logo signs in the
shopping cart, the
entrances that
makes you to see
the offers first, and
you have to pass
around it to get into
others sides of the
store, the scents in
the environment.

7. Opportunities
The stores have to
improve some changes
in the customer relation,
because the give you a
point card, and they
don’t use it to make the
customers custom
offers for their needs, or
to use the buyer data
for statistics of the
customer behavior in
certain occasions.

8. Opportunities
Train the sales
employee in
customers
relations, to
generate more
empathy with the
customer, and
traduce it in
customer
satisfaction and

9. Opportunities
The use of store
map at the
entrance of the
bigger stores,
because some
times you have to
walk all the store to
find something
specific that you
are looking at.