Assignment 2. Stanford Venture Lab. Creativity with Tina Seelig.

1. Are You Paying Attention?
Venture Lab Assignment #2
Dan Politzer

2. List of stores
• RadioShack (RS)
• Design Within Reach (DWR)
• Tango
• Banana Republic (BR)
• Ann Taylor Loft (Loft)
• CVS

3. Before entering the store
RS DWR Tango BR Loft CVS
Some. Ads Yes. Huge Yes. Beautiful Somewhat. No. Not for me No.
with low- windows. display Large photos (gender and
Does the store
priced sale including some and age).
draw you in?
items. of the clothes. mannequins.
Closed. Closed. Open. Closed. Closed. Closed.
Door
Fine. As Peaceful. Welcome. Negative. Okay. Double Neutral.
Feeling expected. door helps.
Medium Small. Clean Medium plus. Medium, Large. Sans Large.
lettering. sans-serif Sans-serif. serifed font. serif. Standard CVS
Sign Radioshack lettering. colors.
standard font
sans-serif
Practical. Not Attractive. Clean + spare Classic. Bold. Not Tells me it is
Info from all of fancy. Clean. = expensive. demure. CVS.
above

4. Environment (1)
RS DWR Tango BR Loft CVS
Red and white. Bone white. White and Brown/beige. White on White. Gray.
Color scheme
Not relaxing. Neutral for beige. Neutral. Boring. white. Positive
and effect
display. energy.
Dark carpet Blonde wood. Tile. Not a Hard tile in White lino. Carpet tiles.
Type of floor tile. Damps Light, clean. great fit. front. Wood in
sounds. back of store.
9 feet. A bit 14 feet. 9 feet. Too low. 18 feet? Airy, 12 feet. Feels 12 feet. Helps
Ceiling height low. Spacious, airy. Feels cramped. relaxed and right. offset height of
private. shelves.
Bright. Does Well lighted, Medium Medium. Feels Bright. Too Well lighted.
Brightly lit not encourage but not overly lighting. blah. much for me.
browsing. bright. Neutral.
Quiet. Quiet. Low radio. Medium low. Loud. Quiet.
Loudness
TV – annoying None. Radio/music. Music. Radio. n/a
Source of noise but got me to
look at TVs.
No music. None. Fits. Pop Okay. Yes. Fits. n/a
Music? Fit?
music. Boring/bland.
Warm. Warm. Neutral. Neutral. Warm. Neutral.
Warm/Cold?

5. Environment (2)
RS DWR Tango BR Loft CVS
Medium. Medium/Spare A little sparse Medium. Crowded. Crowded.
Crowded with
but good
merchandise?
amount.
No. No. No. No. No. No.
Smell
Middle of store. Near front but Front. Towards back Back. Front.
Cash register very discreet. at bottom of
stairs.
Visibility of Visible camera. Not at all No. Discreet Visible Yes.
store security visible. cameras. cameras.
Not long. Comfortable Not long. I Not long. Not long. A bit Not long.
Stay how long for browsing. was overwhelming.
INVISIBLE.
Practical + Curation Curation Boring and not Sense of Value and
Environment/ straightforward increases increases a strong possible selection.
perceived value = value. perceived perceived message is bargains, not
value. value. negative. high end.

6. Personnel
RS DWR Tango BR Loft CVS
No contact Several No contact. 10 seconds. No contact. No contact.
Time to contact
minutes.
n/a No. n/a Yes. n/a n/a
Scripted
No. Customers Yes. Yes. Regulars No. Yes. I was only No.
Variation in initiate. Consultative. get different male. Most
treatment treatment. others were
offered help.
Ratio 1:1 1:1 1:1 2:1 (midday) 0.25:1 0.1:1
(sales:customers)
20s, male. 20s female, 20s and 40s, 20s, male and 20s female. Early 20s,
Employee age and
30s male. female. female. female and
gender
male
Salespeople use No. n/a Yes. Yes. Yes. n/a
store products
Yes. Shirts. No. No. Yes (brand No. Yes.
Uniform
clothes).
Not sure. Yes. Yes. Yes. More or less, Yes.
Salespeople match
but a bit
store image
sloppy.

7. Products
RS DWR Tango BR Loft CVS
First product Phones. Table and Jewelry. Shirts. Shirts. Candy.
noticed sofa.
Yes. Rack of No. Two central No. Yes. Yes.
Central display phones. tables. Shirts
and sweaters.
Where are sale Throughout. Throughout. Back. Alcove. Side alcove. Near checkout. Central
items Out of the way. display.
Product Function. Function, Function. Function and Function. Function.
arrangement room style. style.
No. No. No. No. No. No.
Samples, demos
Phones. n/a Dresses. Main clothing More expensive Most
Eye level
Jackets. pieces. pieces. frequent.
Cheap parts Chairs. Shoes, sales Sale items. Petites. Least
Least accessible
and adapters. items. frequent.
Most and least M: front M: first big M: sides M: back Both in middle. M: back
expensive L: back room L: t-shirts in L: side alcove L: front
locations L: upstairs middle
Yes. Yes. Yes. Yes. Yes. Yes.
Prices easy to find
Impulse items near Yes. No. Some but not Yes. Yes. Yes.
register cheap.

8. Customers
RS DWR Tango BR Loft CVS
Alone/Together. Alone. Together. Alone. Alone. Together, friends. Alone.
Relationship
Broad range. 40s and up. 30s – 50s 30s female. 30s female. Wide range,
Age and gender Male and female. more women.
female.
Yes. Yes. Yes. Yes. Yes. Varies.
Path
Less than 10 15+ minutes. 15+ minutes. 10-15 minutes. 10 minutes. 5 minutes.
Stay how long
minutes.
Touch products, Yes. Yes. Yes. Yes. Yes. Yes. Yes. Yes. Yes. Yes. No.
encouraged
Mission. Browsing. Browsing. Browsing. Browsing. Mission.
Mission/browsing
Percent who 75% Less than 50% Not sure. 25-30% Nearly 100%
purchase 25% Probably 25%