Observation Lab

By Virtuts Saez Nieto

Shops in Centelles (Barcelona, Spain) A Crash Course on Creativity Professor Tina Seelig, Stanford University

Centelles, 7000 inhabitants At 65 km in the north from Barcelona direction Pyrenes Mountains Mediterranean city with commercial structure consisting of the stores are in the center but also present in all areas

Report performed on Sunday morning (Unlike other cities, in Centelles, shops open on Sundays) This day was a very windy day There are 2 little supermarkets The other stablishments are commercial establishments

Shop 1. Sport Trops

Its a sports store. Before enter to the store: The store draw me in because the doors were open Products were exposed on the outside that caught my attention.

The appearance was ordained The logo is in the glass window of the store. It does not preclude the display showcase products The outdoor sign, tells us that the establishment is sporty

The store is warm. The establishment combines two colors: yellow earthy and blue. The ceiling is high. It is well lit. It is on the same colour that the walls, is integrated. The wood floor is combining the two colors. There is music inside the establishment.

The merchandise is well placed and organized. It highlights products on offer. It is spacious and comfortable, and inviting to walk through it and see the different products. The store is crowded with merchandise. It feels plastic odor. The cash register is located in the middle of the store.

The first contact was immediately. There was a person on the outside who accompanied me inside the store. Inside the hotel, there was another person. The ratio of salespeople to customers was 1:1 There was a woman and a men, aged 4045.

The first product I saw sneakers are on the outside. The offers are located abroad and at the beginning of the store. The products are placed in categories or by function. No samples.

Shop 2. Merceria Angelina

Before enter the store: Tthe sideboard is attractive. The door is locked, but it is a windy day. This establishment is already centennial.

The interior is small, and it looked busy. Inside, you find comfortable. The lettering is on the glass door, in black color and italics. The lettering talks about the name of the founder of the establishment.

Inside look underwear, clothes, threads, haberdashery, sewing, etc. The floor of the building is original, from the early twentieth century, in the form of honeycomb. The wood used in interior walls and red-maroon paint. The ceilings are high. It is well lit, brightly. No music on site. In Spain there is a very expensive rate for playing music. The store was hot. The store is crowed with merchandise. Any distinctive smell. The cash register is located on the table where it serves the public. It could be a long time in the store because there are many possibilities of products to buy. It's a little small.

Shop 3. Cafeteria de la Plaa

The cafe is located in the town square. It's in a medieval building, in what were once the stables for the horses. Therefore, the ceiling is rounded, dome-shaped and low. The decor is wood. Logo is displayed on the mirrors, towels, clothes of the waiters in the sugar packets, etc.. This cafe has 25 years working. They also sell coffee to customers. It has three parts: a bar, a lounge for coffee and share stores and sinks. In the square there are chairs and tables outside, but that day was very windy and there was nobody. Smells like coffee. There is little light inside, and there's always music and television in silence. The noise you can hear is that of coffee and sometimes people talking. The cash is located at the end of the bar where it serves the public. The staff is usually less than the number of clients, in a 1:3 ratio. Owners have 40 years. The waiters are young but very attentive. Van uniform. At eye level, behind the bar, have drinks instead of glasses and cups. The products are arranged by categories: liquors, tea, coffee, etc.. No samples. There are no products available. They must be served. Near the cash you can find new products, gums and candy boxes exposed like merchandising.

Shop 4. Casa Esteve

This store is really attractive. Recently renovated, has gray tones throughout. Perhaps it is a bit dark, but great walk through it because it is full of delicatessen products you just do not find buying and anywhere. Their windows are very attractive and original.

The name of the establishment is located at eye level, between the door and the window. They wear a white coat always very clean. The property is a bit cold, but it has to be because there fresh food. No music or noise inside. The merchandise is very well organized, classified by products: nuts, olives, beverages, preserves, cheeses. There are usually three people in the establishment: the mother, the son and a worker.

They are very attentive and suggest new products to customers. The cash register is placed behind the bar serving bar to serve the public, in the corner. The most expensive products are not accessible but visible.

The prices of the products are not visible, although at the entrance stand offerings, and help customers with recipes for cooking products. Customers can come in and buy products that were not provided.

Some products may be touched by the customer, but those who can not be harmed by touching. Customers usually go alone and have a medium-high status.

Shop 5. Barnolas Pharmacy

This is a drug that is usually open doors. Today was windy and have closed. In the pharmacy you are comfortable. Smells like drugs. It's wide. It is divided into the part where it serves the public, a small room where blood pressure measured in private, and a drug store.

It's well lit, brightly. Helps on the products perception. The ceiling is high. No noises. Only customer conversations with employees. It is a bit cold. The merchandise is ordered and crowed.

The cash register is located in the middle of the table to the public. The environment influence the perceived value ot the merchandise. The sales personnel initiates contact inmediately. The ratio of salespeople to customers is 1:1 The salespeople has uniform. They match the stores image in the uniform. The first products that I noticed were toothpaste, vitamins. There is a central display table with featured products. Products, in the area of public attention are arranged by function, but inside the stablishment, by alphabetical order. The products at the eye level are parapharmaceutical products. The products located at least accessible locations are baby food . The products expensive products are cosmetics. The least expensive products are strips and bandages.

Prices are not easy to find. You can only see prices exposed in promotion or offer products. Customers are families or elder people, who needs tips and advice. They are couples with little children or retirees. When a customer enters the store, tend to walk in the same direction.

Customers can touch some of the products. All are protected.

Customers visit the stablisment searching advices. They have a need, a question about their health or about taking care

All the customers pruchase product in the store because they have a need.

THE ASSIGNEMENT
I have not had time to do the 6 stores for work because I worked every day including the week-end and my times are very long. I visited five stores.

CONCLUSSIONS
I was surprised to realize these stores detail, I visit frequently, and had not seen until today. Paying attention is important. I have discovered in the stores colours, structures, decorative elements, materials that I had never noticed before the assignement. To observe, to pay attention can generate new opportunities.