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, the shops open on Sundays). This day was a very windy day. There are two little supermarkets. The other establishments are commercial establishments.

Shop 1. Sport Trops

Its a sports store. When I entered the store, it drew me in because the doors were open. Products were exposed on the outside that caught my attention.

The appearance was orderly. The logo is in the glass window of the store, but It does not obstruct the inside display showcase products throught the window. The outdoor sign tells us that the establishment is sporty.

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

The merchandise is well placed and organized. It highlights products that are offered. It is spacious and comfortable, and inviting to walk through and see the different products. The store is crowded with merchandise. It smells like plastic. The cash register is located in the middle of the store.

The first contact with the store personnel was immediat. There was a person on the outside who accompanied me inside the store. Inside the store, there was another person. The ratio of salespeople to customers was 1:1. There were a woman and a man, both aged 40-45. The first product I saw, sneakers, was located on the outside. The specials sales were located at the entrance to the store. The products are placed in categories or by function. There were not samples.

Shop 2. Merceria Angelina

When I entered the store the sideboard was attractive. The door was locked, because it was a windy day. This establishment is a hundred years old.

The interior is small, and it looks busy. Inside, it is comfortable. The lettering is on the glass door, in black color and italics. The lettering informs us about the name of the founder of the establishment.

Inside I see underwear, clothes, threads, haberdashery, sewing, etc. The floor of the building is original, from the early twentieth century, in the form of a honeycomb. The wood is used in interior walls with red-maroon paint. The ceilings are high. It is well lit, brightly. There is no music in the store. In Spain there is a very expensive rate for playing music. The store was hot The store is crowded with merchandise. There is no distinctive smell. The cash register is located on the table where it serves the public. We could take a long time in the store because there are many possibilities of products to buy. The stablishment 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. The logo is displayed on the mirrors, towels and clothes of the waiters , and in the sugar packets, etc. This cafe has been opened for 25 years. They also sell coffee to customers. It has three parts: a bar, a lounge for coffee and in the back cabinets and sinks. In the square outside there are chairs and tables, but that day was very windy and there was nobody outside. The cafe smells like coffee. There is little light inside, and there's always music and television has not sound, turned off. The noise you can hear is the sound of the coffee machine and sometimes of people talking. The cash register 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. The owners are all about 40 years old. The waiters are young but very attentive. They ware an uniform with the logo of the cafe. At eye level, behind the bar, there are bottles but also glasses and cups. The products are arranged by categories: liquors, tea, coffee, etc. There are no samples. There are no products available. They must be served. Near the cash register you can find new products, gums and candy boxes exposed like merchandise.

Shop 4. Casa Esteve

This store is really attractive. Recently renovated, it has grey tones throughout. Perhaps it is a bit dark, but it is great walking through it because it is full of delicatessen products that you dont find other places. Their windows are very attractive and original.

The name of the establishment is located at eye level, between the door and the window. The personnel of the store each wear white coats, which is always very clean. The store is a bit cold, but it has to be because there is fresh food. There is no music or noise inside. The merchandise is very well organized, classified by products: nuts, olives, beverages, preserves and 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 serving bar in the corner, to serve the public. The most expensive products are not accessible but visible.

The prices of the products are not visible, but at the entrance there is a stand with offering and help for customers with recipes for cooking products. Customers can come in and buy products they had not planned to buy.

Some products may be touched by the customers, but only those which can not be harmed by touching. Customers usually go alone to buy and the prices are a little expensive.

Shop 5. Barnolas Pharmacy

This is a drug store that is usually open. Today was windy and thet have closed. The doors In the pharmacy you are comfortable. It smells like drugs. It's wide. It is divided into one part where it serves the public, and another part where blood pressure is measured in private, and finally a drug store. It's well lit, which helps with the products perception. The ceiling is high. There are no noises, only customer conversations with employees. It is a bit cold. The merchandise is ordered and crowded.

The cash register is located in the middle of the table facing the public. The environment influences the perceived value of the merchandise. The sales personnel initiates contact immediately. The ratio of salespeople to customers is 1:1 The salespeople have uniform. They match the stores image in the uniform. The first products that I noticed were toothpaste and vitamins. There is a central display table with featured products. Products, in the area of public attention are arranged by function, but inside the establishment, by alphabetical order. The products at eye level are parapharmaceutical products. The product located at the least accessible location is baby food . The most 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 and in sales products. Customers are families or elder people, who need all of those tips and advice. They are couples with little children or retirees. When customers enter the store, they tend to walk in the same direction.

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

All the customers visit the establisment seeking advice. They have a need, a question about their health or about taking care of themselves.

All the customers purchase products in the store because they have a need.

THE ASSIGNEMENT
I have not had time to do the 6 stores because I worked every day including the week-end and my days are very long. I visited five stores, but the drug store had two parts. So make six.

CONCLUSIONS
I was surprised to realize these stores details. I visit them frequently, but I had not seen everything until today. Paying attention is important. I have discovered in the stores colors, structures, decorative elements, and materials that I had never noticed before this assignment. To observing and to paying attention can generate new opportunities.