Retail audit
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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

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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


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 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.”


Merchandising auditArkaden – PotsdamerPlatz


H&M Zara


PumaAdidas NEO


Saturn


Merchandising audit


Merchandising audit


Merchandising audit


Merchandising audit


Merchandising audit


Merchandising audit


Merchandising audit


Merchandising audit


Merchandising audit


Recommendations


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 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 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 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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