in search of ..opportunities
TRANSCRIPT
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paying attention …
a close observation of 6 selected stores
in Rome (Italy)
giulia zanotticrash course on creativityassignment #2
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I selected 6 shops in my neighbourhood in Rome (Italy):• a flower shop• a bookshop• an organic food shop• a pizzeria• a shoes shop• a bakery
I spent there some time trying to discover strengths, weaknesses and opportunities for improvement
The following are a few ideas, but observation is never ending…
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THE FLOWER SHOP • small shop with a very nice entrance• the door is almost always open • a colorful and brightly space• people are welcome to browse• florists give advice and create hand
crafted bouquets
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• long time to wait to be served by the florists
• prices are not shown• offer is not so large
but …
THE FLOWER SHOP
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• selected products appropriate as small gifts could be offered beside flowers
(i.e. books, chocolates, perfumes …)•some soft music would be nice and encourage sales
opportunities …
THE FLOWER SHOP
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THE BOOKSTORE
• specialized on fashion, art and design• large shop windows always very attractive
that often change• salespeople kind and helpful match the store image• sophisticated & design products• medium - high prices
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THE BOOKSTORE
opportunities …
• create a living room: this is a store to stay and look for hours, a sofa or nice chairs would encourage clients to stay and enter (seeing the shop is not empty)
• play some music• organize special occasions and keep the door
open • free wifi would be an asset
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• the color scheme of the store is appropriate: simple, bright and clean• very soft music playing • salespeople are friendly, share values and
tastes with clients and give advices
THE ORGANIC FOOD SHOP
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opportunities …
THE ORGANIC FOOD SHOP
• enhance used glass collecting for re-use• create an exchange point for objects that people don’t
use anymore but are still useful• create an on line community for clients to share ideas and experiences and a newsletter • video in the shop with tutorials on new products (i.e. where they come from and how to use them)
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• the door is closed but you can easily get in • or seat outside• playful logo• quick service• especially built wood stove
THE PIZZA SHOP
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• basic and bright environment• full of different colors (chairs, glasses,…)• high quality, fresh and genuine food• typical home made products that you can’t find elsewhere
THE PIZZA SHOP
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THE PIZZA SHOP
opportunities …
• one of the best pizzas in town• everything seems to perfectly address
the target !!!• they could implement home delivery
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THE SHOE SHOP
• two big doors open at all times draw you in• most customers are browsing• you’re free to browse and touch products• salespeople do not initiate contact• very cold environment
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THE SHOE SHOP • salespeople could smile !!!• change lights and decoration to create a
warmer atmosphere• change the color scheme of the store• offer small items close to the cash register
(socks, etc…)
opportunities …
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THE BAKERY
• the door is open• sophisticated and stylish environment • wide variety of products• high quality home made cakes• coffee self service
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• you can see inside the workshop people working
• salespeople (owners) don’t match the store image and are not so friendly
THE BAKERY
but …
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• hire a nice and motivated salesperson !• put a few small tables to have a sit• play some music• organize home delivery
opportunities …
THE BAKERY
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Thanks for your attention !
Any comment would be appreciated