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Retail audit . Lilia Gonzalez, Davide Santini, Léo Loison. Agenda. 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.

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retail audit
Retail audit

Lilia Gonzalez, Davide Santini, Léo Loison

hypothesis 7
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 71
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 72
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 hypothesisthatthe prime reason for a shopper\'s mall visit (entertainment in that case) influences the activities the visitor reports engaging in while visiting the mall.”
consumer observations
Consumer observations

Customer 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.
  • -
consumer observations1
Consumer observations

Customer 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 thistablet
  • So the other (the buyer) waslisteningto the experience of hisfriend
  • The friendwasshowing how the tabletworks and whatyoucan do withit
  • Finallythe buyerasked a salesman to show himsomeother alternatives
  • The buyerafterhavinglistening to the salesman came back to the tablet of hisfriend
  • And ask for more information including the price of the keyboard
  • Discussing if it’s relevant or to take 16gb or 32gb
  • Finallyheboughtthistablet (Microsoft Surface 2)
b2b behavior hypothesis
B2B behaviorHypothesis

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 correlationbetweenbeingmotivated by values and beingcreative: 100% of the values oriented are creative
  • If you focus toomuch on your values it’s more likelythatyouwillbebeaten by the opponentnegociator:The 2 teams 100 % composed of values motivatedpersonsscoredbelowaverage as a team & on average in total.
b2b behavior hypothesis1
B2B behaviorHypothesis

Motivatedby 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 likelyyou top score if your team is 100% composed of creativeperson. (the two top score as teams are 100% made of creative people).
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