Observa(on  Lab:    Insights  and  Hidden  Opportuni(es  

K.  Kemp  2012  for:  A  Crash  Course  on  Crea5vity  

 

OBSERVATIONS:    What  a8racts  people  

to  shops?  

Shop names and the feelings we associate

with those names

Candy  Shop  

LARGE  ENTRANCES    ATTRACT  MORE  PEOPLE  

Regular  H&M  Entrance  AN

D…  

H&M with Lighting and Ample Entrance

No  need  for  shop  name  to  be  in  large  le8ers.  

DO  SOMETHING  DIFFERENT:  Hang  clothing  from  the  ceiling…  

Ac5ve  Observa5on  Reveals:    SURPRISES!  

•  While  people  are  drawn  into  the  shop  by  the  sales  racks  at  the  front,  few  people  stop  to  look  at  this  items.  

•  The  staff  –  a  lot  of  people  were  turned  off  by  staff  assistants  trying  to  help  them.      

•  People,  in  general,  are  drawn  to  (dy  tables  and  organized  displays.  

Oportuni5es  and  Solu5ons  

•  Take  (me  to  understand  exactly  what  the  customer  wants  and  do  it…  

•  Give  customers  the  chance  to  explore  without  bother…  

•  All  marke(ng  needs  a  hook  to  draw  in  the  customers:  some(mes  it’s  simple,  “Happy  Books”  and  “Happy  Pills”