retail audit lilia gonzalez, davide santini, léo loison
TRANSCRIPT
RETAIL AUDIT
Lilia Gonzalez, Davide Santini, Léo Loison
Agenda
Hypothesis 7
Merchandising audit
Consumers observations
B2B behavior hypothesis
Hypothesis 7
• H7: “The prime reason for a shopper's mall visit influences the activities the visitor reports engaging in while visiting the mall.”
• 4 categories: Shopping / Entertainment/ Eating / Socializing
Hypothesis 7• H7. “The prime reason for a shopper's mall visit influences
the activities the visitor reports engaging in while visiting the mall.”
• Table 4•
Hypothesis 7
Conclusion:• We see that almost 25% of Mall of America shoppers
don’t shop anything. In the other malls only 7%, 6% and 11% are not buying anything.
• This observation sustains the hypothesis that the prime reason for a shopper's mall visit (entertainment in that case) influences the activities the visitor reports engaging in while visiting the mall.”
Merchandising auditArkaden – Potsdamer Platz
H&M Zara
Puma Adidas NEO
Saturn
Stores characteritics H&M ZARA
Front displaySeasonal
Various articles No price
Best items Prices shown
In-store displayGender division
DenseSpecial offers
Age division Items assortment
Spacious No special offers
ConsumersAge 16-25
Mainly alone shoppers
Age 26-60Shoppers with relatives
Merchandising audit
SignsSigns to cashier,
elevator & fitting rooms
No signs Lines divided with
stanchion
Sales PeopleInformal
Both gendersArranging
Formally dressedSalesmen
Restocking
ConvenienceSome mirrors
Small fitting room No mirrors
Big hidden fitting room
Stores characteritics H&M ZARA
Merchandising audit
ExperienceLike a labyrinth
Holiday songNo security
Good lightNo music
Active security (some issues here...)
PositioningCheap fashion &
various stylesChic, simple, elegant &
affordable
Stores characteritics H&M ZARA
Merchandising audit
Stores characteritics PUMA ADIDAS NEO
Front displayNot attractive
No outfitsNo prices
AttractiveSeasonal
Clear prices
In-store displayWide product assortmentBy gender
Just casualBy gender & size
ConsumersAge 20 – 40Sport driven
Age 15 – 25Save moneyLook fashion
Merchandising audit
Signs Clear division Clear division
Sales PeopleHelpfulYoung
English speaker
HelpfulYoung
English speaker
ConvenienceBad fitting roomsAlmost no mirrors
Appropriate fitting rooms and mirrors
Stores characteritics
Merchandising audit
Experience PoorGood use of lights,
colors, sounds
PositioningHigh qualityHigh prices
Performance
TrendyCheapTeens
Stores characteritics PUMA ADIDAS NEO
Merchandising audit
Stores characteritics SATURN
Front display Focus on brand identification No products
In-store displayOne area for each product category
Brand divisionSpecial offers displays
ConsumersAge 15 – 6560% alone
40% with relatives
Merchandising audit
SignsBig signs showing product category
areas
Sales PeoplePassive behavior
Act as advisors on request
Convenience
Large aislesClear pricing
Big signsStaff available
Stores characteritics SATURN
Merchandising audit
ExperienceNoisyUgly
But some good specific diplays
PositioningDiscount
storeFocus on online stores
Stores characteritics SATURN
Merchandising audit
Recommendations
Reduce a bit the product
range
So many items that it can become
confusing
Should create displays for
articles on sales and have better
price signs
Should improve the experience
(music, pictures…)
Add a catwalk in fitting rooms and a sign to find the
fitting room
Add a section for men
More personality in the store such as music, colors,
lights
More emphasis on the sport merchandise
Better front display, with
outfits, and clear prices
Add a second salesman
especially for busy hours
More promotion types: not only this 3x2 cause
if teens go there to save, they are not gonna spend 100 -200€ just because they get another item with it
Active staff for certain target
groups
More experience oriented
More advisor oriented
And clean this store! If not I will
start to buy online!
Consumer observationsCustomer 1 (Zara):• 2 women who were friends.• Sometimes split up & get back together again.• Spent the majority of their time in the pants area• Shown selections, talk about matching.• “What color should I take?”• Kept carrying desired + dismissed items till they were about to pay• Got near where other women observe clothes and picked the same sweater. • Disarrange clothes, try them out slightly put them back without folding• Spent about 20 minutes in cashier because signing up to get the loyalty card.• First happy at the cashier and then getting impatient.• After payment looked relieved & left.• Picked several goods = three bags of Zara and her friend 1 bag full of
accessories.• -
Problem
Recognition
Search for
Relevant Information
Evaluation of
Alternatives
Choice
Decisions
Purchase
Consumer observationsCustomer 2 (Saturn):• 2 boys who were friends (aged 25).• In the tablets & computer area.• First had a look at all the different tablets.• Then focused on the tablets people can try• Exchanged comments about the tablet they were trying• One of the boy seemed to already have this tablet• So the other (the buyer) was listening to the experience of his friend• The friend was showing how the tablet works and what you can do with it• Finally the buyer asked a salesman to show him some other alternatives• The buyer after having listening to the salesman came back to the tablet of
his friend• And ask for more information including the price of the keyboard• Discussing if it’s relevant or to take 16gb or 32gb• Finally he bought this tablet (Microsoft Surface 2)
Problem
Recognition
Search for
Relevant Information
Evaluation of
Alternatives
Choice
Decisions
Purchase
B2B behavior Hypothesis
Motivated by self expression:• They are open to more original and creative reward systems:
90% of self expression motivated people chose the “bonus point system”.
Motivated by values:• There is a correlation between being motivated by values and being creative:
100% of the values oriented are creative• If you focus too much on your values it’s more likely that you will be beaten by
the opponent negociator:The 2 teams 100 % composed of values motivated persons scored below average as a team & on average in total.
B2B behavior Hypothesis
Motivated by achievement:• Motivated by achievement are more likely to accept the bonus point system.• There is a correlation between teams made up with achievement people and
single teams scores. The two lowest teams scores come from groups entirely formed by achievement orientated members.
Creative:• It seems more likely you top score if your team is 100% composed of creative
person. (the two top score as teams are 100% made of creative people).