RETAIL AUDIT & CONSUMER OBSERVATION MELANIE ENGELHARDT, ARNE JANSSEN, HENDRIK WALTER
Jan 12, 2016
RETAIL AUDIT & CONSUMER OBSERVATION
MELANIE ENGELHARDT, ARNE JANSSEN, HENDRIK WALTER
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AGENDA
TEST OF H13
RETAIL AUDIT
CONSUMER OBSERVATION
HYPOTHESIS FOR FUTURE RESEARCH
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TEST OF H13: ”MALL TYPE AFFECTS PLANNED EXPENDITURE LEVELS”
• Proof 1: Average planned expenditures by mall
• Proof 2: Combination of planned expenditure and mall activities
Picture Source: http://www.arborscapeservices.com/wp-content/uploads/2013/06/mall-of-america-treescape.jpg
Mall of America
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RETAIL AUDIT
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Create loyal customer base with all available marketing instruments
Quality at reasonable price, without expensive ad campaigns
3,8 3,4
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How are customers guided through the store and addressed?
• Big signs at entrance and stairs• Signs on each shelf row• Seasonal products & drinks at
store front
• No real guidance• Shelves are placed diagonal• Low shelves
How does sales staff treat customers?
• Not too helpful:• “don’t know” disappeared
• Nice and friendly
Source for the most current fashions at the greatest value
Dressing young people who are engaged with their environment
and relate to each other
3,5 3,5
• Seats, phone charger, photo booth and interactive screens
How do they keep customers in the shop?
Type of customers?
• Fitting rooms only on the upper floors, not downstairs
• Mostly young, some middle-aged people
• Mostly young & middle-aged people
• Wooden tables and racks• Clothes arranged by colors• Men and women clothes on
both floors
How are products presented?
• Dummy displays throughout the store
• Clothes arranged by style• Men on extra floor
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4,1
“Huge variety, passion for Service at low prices”
• In-store cafe
How do they keep customers in the shop?
How does sales staff treat customers?
• Frequent seating possibilities to test products
• High “customer/sales person”-quota
• Knowledgable and helpful
• Free sales staff approaches browsing customers to offer assistance
How are products presented?
• Products are stored in piles• “Store-in-store”• Manufacturer-themed areas
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CONSUMER OBSERVATION
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Need recognition
Information search
Group of men, one leader
Fulfill the need of someone else
Ask sales person in Saturn, but keep looking alone as well
Learning process while browsing
Two men, 60 years
Customer service representative explains all the details and
functions
Replacement for old TV in living room
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Evaluation of alternatives
Purchase
?
Consider one more expensive alternative
Calls principal for approval of buying
Buys LG TV on offer for 999€
Sales person shows alternatives (4 products)
Buys LG TV on offer for 999€
Buyer is decider
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1. H1 Every value oriented person is a creative person ( frequency)C
orre
latio
n co
effic
ient
Attributes (Negotiation behavior)
2. H2 The older the person the more frequent labeled behavior occurs ( Pearson‘s correlation coefficient r1 = 0,51, r2 = 0,48)
HYPOTHESIS
„Labeled behavior“
RETAIL AUDIT & CONSUMER OBSERVATION
MELANIE ENGELHARDT, ARNE JANSSEN, HENDRIK WALTER