CRASH COURSE

ON CREATIVITYOBSERVATION LAB

Alejandro Angeles Olguín

@alxangeles

HERE ARE THE INSIGHTS OF

6 STORES:

Cibercafé Los Alex

Lob Moda

C&A

Telcel

Chilim Balam

Steren

NOTE: Did’t have the chance to get pics from some stores, because of their politics, that’s why I put

some web pictures I found.

CIBER COFFEE

ENVIRONMENT:

Music playing

Cool aconditionated

Comfortable

Little bit cold

PERSONNEL:

Young

No uniform

Very kind with costumers

PRODUCTS:

Computer rentals their

most important product

Prices not well

established

CUSTOMERS:

The just want to do their

job

Not so much contact with

personnel

Young people

HIDDEN OPPORTUNITIES

More engagement to atract and keep more clients

There are no promotions

The space between pc’s it’s little bit small

There aren’t things different of other business like it

They offer cell phone recarges, they could put a machine for

it, could be more efficient

LOB MODA

ENVIRONMENT:

Music playing all the time,

fast music, inciting to buy

and buy and buy!

Cool aconditionated

Lot of space to walk

PERSONNEL:

Young people well-

dressed using the shop

clothes

Most of them very kind

PRODUCTS:

Computer rentals their

most important product

Prices not well

established in some

products

CUSTOMERS:

Most of them were with

someone else

An important % of

costumers buy some

product

Young pepple

HIDDEN OPPORTUNITIES

Personnel could be more kind, some of them did’t give the chance

to costumers to use dress room

Some clothes didn’t have prices

It’s obvious they need security, but it’s irritating that the first thing

you see when you get into the store its a guy like a policeman

Staff receiving payments is not very efficient, and there are

queues to make payments. They have to improve that

C&A

ENVIRONMENT:

Not so much spacious

Music playing not loud

enough

Huge entrance

PERSONNEL:

There isn’t personnel

asking costumers for help

They have uniform, not so

cool by the way, haha

PRODUCTS:

Cool clothes

Products arranged in

sections: Young people,

kids, senior, casual,

formal, etc.

No “for sale” section

CUSTOMERS:

Most of them were with

someone else

An important % of

costumers buy some

product

Young people

HIDDEN OPPORTUNITIES

Definitely here is an opportunity area where they can improve.

Their billing system is designed to facilitate the sale process for

the store and not the client. In the same row are those who will

pay a product, making card payments, clients to check their

balance. So then it’s a mess…

¿How about “gamificating” the clothes-buy experience?

TELCEL

ENVIRONMENT:

There’s no music playing

Kind of a big office

Small door

Well-thinked distribution

A brightly lit place

PERSONNEL:

Uniform: YES

Too serious

There’s a place where

staff ask clients about

their mission there

PRODUCTS:

More than a product,

offering the service to

customers

Some products are

offered by the staff to use

them

CUSTOMERS:

Kind of 80% of clients

have a mission there,

there want to solve a

problem in their phones,

asking for a new plan or

paying doubts

HIDDEN OPPORTUNITIES

The corporate look-like they have, is not entirely pleasant

The product contact is very important in the sales chain, definitely

there is an area of opportunity for Telcel

CHILIM BALAM

ENVIRONMENT:

The place itself invites

you in.

Very colorful

Fun

Everything it’s perfectly in

place

It’s a small place

PERSONNEL:

They use colorful

uniforms

It’s the store where much

rapidly the staff makes

contact with clients

The staff matches with

store image

PRODUCTS:

Candies of all colors and

flavors

There are some products

that the staff prepare in

front of you

CUSTOMERS:

They enjoy this idea of

the staff preparing in front

of them some products,

this is very atractive to the

clients

HIDDEN OPPORTUNITIES

One of it’s strengths is having a fun image, could lead even

further this principle

How about the “do it yourself”?

STEREN

ENVIRONMENT:

Boring

Spacious

PERSONNEL:

There isn’t personnel

asking costumers for help

They have uniform, not so

cool by the way, haha

PRODUCTS:

Many cables, connectors,

antennas, electronics,

etc.. but are not perfectly

ordered

CUSTOMERS:

Most customers are

looking for a specific

product

Most are middle-aged

men

HIDDEN OPPORTUNITIES

Is a place where technology is sold, but at the same time is a very

boring place, and should be reversed. It occurs to me that could

incorporate some of the products they sell, displaying real-time

operation

The staff sometimes seems that there aren’t experts in technology

and the products they offer, should consider this little detail

@alxangeles