Payingattention

by Angie Valerdi

ARE YOU PAYING ATTENTION?ARE YOU PAYING ATTENTION?

Barcelona F.C Official StoreSpecialized store of Barcelona soccer

team

INSIGHTS

• Good location• Soccer team with a positioned globally brand• The entrance is big and open for everybody• Legibly typography, simple, a mix with regular and bolds. According to the brand and the team badge• The colors outside make a contrast with the outside window and turn it into something solemn• Image should match the concept of the football team • The shop should send the right message for the fans. “Wear a T-shirt” must become in “wear the Barcelona team T-shirt”• The colors are adapt whole brand (blue, gold and red). Also the lights and the products have the same colors.

HIDDEN OPPORTUNITIES

• It is an specialized store however, has the chance to open up to other public• The music is loud• Need highlight the brand experience• The interior design sends different message than outside design. Does not achieve unified experience and this causes the breakdown with the general concept• The staff seem not interested in costumers, also they don’t use uniforms and this is important because we’re analyzing a soccer team shop so it must be representative• The local business does not offer a competitive advantage• The products could be in better and more original stands• The accommodation of the products don’t have a logical path• They have media support but they don’t take the 100% of it.• They need more interaction between the product and the feeling of being part to the soccer team• The security is not visible at all

L‘OCCITANE EN PROVENCEBoutique of fragrances and textures of Provence

INSIGHTS

• The store looks according to the general concept of the brand• The stands were look made genuine• The ambiance transports you in a luxury fragrance garden• Details reflecting brand in the floor, the flasks, the packaging, the logo, the typography.• Personnel seems to have has good knowledge of the products, consults intensively• The packaging makes a plus in purchasing• Nice samples and demonstrations• In the shop are signs to facilitate purchase choice, also the color• The costumers are woman and man to 25-50• The costumers were browsing • The costumers stay in the store a while• The security is not visible at all• The cash register is at the end of the route• There are impulse items near cash register


• The music is not according to the rest of the elements in the store• The smell was confuse, because they have a lot of fragrances and you can’t distinguish a particular one• You cannot see easily the prices• Many products and they don’t have a catalogue • They sold products only for adults

KIKOProfessional make-up

INSIGHTS

• They have attractive posters• In the store you can use, see the products and also a person gives free beauty treatments• The door is open and big• The sign with the letter is appropriate, they have this famous fashion and simple tinny letters• The colors are magnetic and fashion• The music is electronic• The merchandise is separated according to seasons and colors, and each product has a description and price• You can’t see security cameras or policeman• Personnel induces you to know the products and the differences between each one• Salespeople are young• The products are at the eye level


• Compared with competition they need more visual impact in the store• The store is small and full of products• The floor doesn’t fit with the rest of the store• You can’t see the products if the place is full• The cash register is in the middle so you don’t have any route• The costumer can’t perceive a distinctive smell• Salespeople don’t use a uniform• Locations can improve

CASAS SABATERSShoe store for the most prominent Spanish brands

INSIGHTS

• The shop window is attractive showing different products• They have groups of different products with their own light, highlighting them• The floor is different and carefully choice • The brand image is agree with the retail• They have glasses in the entrance, one big open door and the bold typography is in the top• They have music• The cash register is at the end of the store• The salesperson have a uniform• The employers are man and woman• Salespeople match with the image• They have central displays with featured products and in good placement• The people were browsing the products


• The costumer can’t perceive a distinctive smell • You cant’s see the security• Takes almost 20 minutes until the salespersons initiates contact• There are many products and many people, and only two employers• There are not impulsive items near the cash register• They have only adults in the store• They don’t have publicity or images of the shoes

BELROS Shop for sweets and candy

INSIGHTS

• You can easily choose the product• They have a route for a better purchasing• The store has attractive candy pictures on the walls• The stores smells sweet• You don’t want to stay to long • The security is not visible• The environment influence the perceived of the product• Salespeople have a uniform and match with the store images• The first product that you notice are candies• They have promotions depending of the season• The store looks very clean and the displays are transparent to see the candies• The items are separated by different types


• The retail has the possibility to increase the brand experience• You can’t see the logo easily• The typography brand is confused• The store is small for all the products• Don’t’ have music• The store was crowded in a little space• You can confuse the prices of the products• The contact with the salesperson is at the end • Don’t’ have central displays• Not all the products are accessible to take

DESIGUALClothes and Fashion shop

INSIGHTS

• The concept is well defined• They have a solid brand strategy• Outside they use the media and the visual invitation to invite• The music is particularly part of the ambiance• The signs and the displays are creative• The clothes are in different groups with different installation• They surprise you with the creativity• The store counts with an interactive space where you can make your own clothes with a professional• The prices are easily to find• The salespeople use the clothes of the brand• Costumer can touch the products• There are impulse items near the cash register• There are areas for man, women and kids• Salespeople are from 20-30• Definitely the environment influence perceived value of the merchandise


• The smell is not particular• They have many products and the store is big with just a few employees • There are a lot of products and sometimes is confuse to focus only in one• They have many samples of the same model• The store is dark

Conclusion

Before this assignment I usually did not pay attention to details. Sometimes I entered stores, realizing that something disturbs me, but no knowing surely why and what. The tools provided in this assignment helped changing my perception and focus more on the hidden tracks.

In my career of designer I need to apply methodologies to realize a specific project, however it came clear to me that everyday we are missing things that can become opportunities.

My biggest surprises is that I can see different things in places that I already had been visiting before, broadening my concept of design

There are many opportunities hidden in plain sight, but we need to pay attention to be able to make of them something different, and change them into something better.

Documents

Payingattention