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Big Sale 1 `Tell Us Your Shopping Wishes’ Survey 17 th July 2009

Big Sale 1 `Tell Us Your Shopping Wishes’ Survey 17 th July 2009. Objectives. To anchor the Big Sale campaign To create a point of difference Conducted 2 surveys – 1 online & 1 face-to-face interview.

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Big Sale 1 `Tell Us Your Shopping Wishes’ Survey 17 th July 2009

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  1. Big Sale 1 `Tell Us Your Shopping Wishes’ Survey 17th July 2009

  2. Objectives • To anchor the Big Sale campaign • To create a point of difference • Conducted 2 surveys – 1 online & 1 face-to-face interview. • To find out what kind of offers & promotions that our shoppers want and would like to see more from us so as to better cater to them during the upcoming Big Sale. • To find out what kind of offers & promotions that the competitors’ shoppers are interested in so that we are able to attract them to shop with us.

  3. Online Survey

  4. Web Response

  5. Groups Targeted Metro Cardmembers 6, 543 A & P Base 7, 470 Metro Facebook Fans 1, 340 Target Audience Web Response

  6. Metro Cardmembers : Profiling Web Response

  7. Groups Targeted Responded Response Rate Metro Cardmembers 6, 543 341 5% A & P Base 7, 470 8% 612 Metro Facebook Fans 1, 340 43 3% Respondents Web Response

  8. Males Females Gender Metro Facebook Fans Metro Cardmembers A & P Base Web Response

  9. Age Range 18 – 23 years old Metro Cardmembers 24 – 29 years old 30 – 35 years old 36 years old & above A & P Base Metro Facebook Fans Web Response

  10. $0 - $1, 000 $1, 001 – $2, 000 $2, 001 – $3, 000 $3, 001 & above Monthly Income Metro Cardmembers A & P Base Metro Facebook Fans Web Response

  11. Question 1 What are the top 3 shopping wishes would you like to receive from Metro? Web Response

  12. What are the top 3 shopping wishes would you like to receive from Metro? Web Response

  13. Metro Cardmembers’ Interesting Wishes to Consider….. “More high-end branded goods at neighborhood Metro”. “Online shopping!” “Birthday month should have more discounts and privileges”. “Monthly sales on certain products/goods for Metro Cardmembers”. “More clothing / gadgets stuffs for men”. “More pretty big clothes for fat people”. “10 cents discount off shopping expenditure for bringing own shopping bag while purchasing at Metro”. “Wish that Metro can include more kids clothing for age range from 6 years old – 12 years old”. “$1 treat without minimum purchase”. “Normally Metro is a 2 – 3 level shopping outlet. It would help shoppers if there’s a sign stating what department is at which level”. Web Response

  14. A & P Base’s Interesting Wishes to Consider….. “Online catalogue!” “It would be good if Metro has a nursery.” “Bring in more international brands like Tangs & Isetan. Bring in more trendy ladies’ apparel to cater to the working adults as the clothes’ range are too old-fashioned.” “Bring Victoria Secrets range to Metro. Their bras, bikinis, make-up perfumes, etc”. “More stores to be opened in the North, South, East & West!” “Birthday treats ~ better discounts, vouchers, free gifts, etc…”. “Sitting area for matured, aged shoppers.” “Please bring in more brands and items to the heartland stores.” “Ladies’ department should be on the same level as the children’s department so mom can shop with her child!” “More variety of baby & children’s products.” “Be more guy-centric!.” Web Response

  15. Metro Facebook Fans’ Interesting Wishes to Consider….. “More chairs around for tired feet!”. “Whenever there’re sales, please have more cashiers. Usually customers have to wait very long for the cashier. I personally waited for an hour just to pay up at Metro Sengkang. Many who saw the long queue left without queuing. “Better customer service. Feels that staff is more of a matured group where most of them have no fashion sense or not dedicated to serving customers. Keeps chit chatting.” “To provide a wider range of clothes for age 25 – 35 age group.” “More stores!” “More baby products. Too little selection!” Web Response

  16. Question 2 So many deals out there. What’s more important to you? Hard benefits vs Soft benefits Web Response

  17. Metro Cardmembers 98% Web Response

  18. A & P Base 97% Web Response

  19. Metro Facebook Fans 100% Web Response

  20. Question 3 Here’s a list of 8 general offers. Please rate how attractive they are to you. • (1 being the least attractive to 5 being the most attractive) • Contest • Sure-Win Lucky Dip • Free Gifts • Buy 1, Get 1 Free • Purchase-with-Purchase • Midnight Shopping • Storewide 20% • Special Buys (offer prices) Web Response

  21. How the results are ranked? 8 55 193 5 4 233 1 262 6 154 107 7 254 2 3 247 Web Response

  22. Top 3 Most-Wanted Offers Web Response

  23. Question 4 There are many gift-with-purchase (GWP) offers out there. Please rate how attractive they are to you. (1 being the least attractive to 5 being the most attractive) Cosmetics & Fragrances sample kits Skin care sample kits Movie vouchers Shopping vouchers F & B vouchers Electrical Appliances IT gadgets Others (Please specify what you want that is not stated in the list) Web Response

  24. Top 3 Most-Wanted GWP Web Response

  25. Question 5 If there is a lucky draw / contest, what prizes would you like to win or would attract you to participate? Please tell us your top 3 fancied prizes. Web Response

  26. Top 3 Most-Wanted Prizes Web Response

  27. Question 6 Special Buys Tick up to 5 that is most attractive to you. Cosmetics & Fragrances Ladies’ Apparel Ladies’ Accessories Ladies’ Shoes Ladies’ Bags Men’s Apparel Men’s Accessories Men’s Shoes Household Homelinen Toy Children’s Apparel Children’s Accessories Children’s Shoes None of the above Web Response

  28. Top 3 Most-Wanted Special Buys Web Response

  29. Question 7 • Did you know Metro has….. • Free Home Delivery with minimum purchase of $100. • Metro Shoppers Cheque & Gift Vouchers that have no expiry date • Gift Receipt (allows the recipient of the gift to exchange the item without knowing the price) • Personal Shopper at Metro Paragon • Metro Gift Card • Metro Facebook Fan Page • None of the above Web Response

  30. Did you know Metro has….. • Metro • Cardmembers Metro Facebook Fans A & P Base Free Home Delivery with min. purchase of $100 22% 35% 21% 71% 71% 72% Metro Shoppers Cheque & Gift Vouchers that have no expiry date Gift Receipt 18% 23% 21% 16% 23% 28% Personal Shopper at Metro Paragon 68% 78% 88% Metro Gift Card 53% 63% 95% Metro Facebook Fan Page 8% 3% 0% None of the above Web Response

  31. Question 8 How else can we enhance your shopping experience with us? Web Response

  32. Metro Cardmembers “Special price for Metro CM uncomparable to other store” “Reduce Q time during sales. Have mobile cashiers. Paragon is at least 1 hour waiting time?” “Improve customer service” “More brands. More variety” “More well informed staff” “Hate after work previews. Prefer 1 or 2 day kind of preview like Robinson’s & Tangs’” “More branded brands at heartland stores.” “More trendy brands” “Longer operating hours” “Online shopping” “Shopping experience very predictable. Introduce new products once in a while like Tangs, a mini food court” “Hourly promo for CMs.” “Lengthen storewide discount event” “Younger brands for 20s” “Online catalogue” “Budget Corner” “Water Cooler” “December birthday month 20% discount coincides with year end sales. So, not a benefit anymore….” “Internet café lounge for rest” “More Metro outlets.” http://beijing.ebuddy.com/vo7.5.7/main.html “Redecorate the shopping floor. Ladies’ area are messy” “Sign to say what department is at which level.” “More benches. More seats” “Free parking” “Playroom for children so adults can shop” “Frustrated about lack of blue tag items, especially during birthday month. Most are non-blue tag” Web Response

  33. A & P Base “Travel services and wireless internet access and instore café/fast food outlets” “Allow us to redeem gifts with accumulated purchase” “Bags to put our intended purchase to free our hands so that it’s easier for us to continue shopping” “GSS is usually during May – June. For members whose birthday falls in June, the 20% does not help much” “More male staff at the undergarment section, a female staff helping a male customer in the undergarment section feels `weird’” “Allow customer to register their interest in specific products/brands that they want to be informed” “Be more guy-centric” “Perhaps Metro can have a 1 week special offer theme once a month” “Special birthday gift” “Nursing room” “Payment at any level of store, rather than at the level the item is purchased at, this helps ” “Nutritional talk, feng shui, grooming or even any subject on kids. Free cooking lesson” “Warehouse sales at central area than Expo (too far)” “New delivery service process takes a very long time. I always need to wait for the system to generate the delivery note. Time taken is even longer than the old manual way. Moving forward, consider storing customers’ info, whom have use the delivery service before, so that the next delivery doesn’t require the customer to provide same info again. Instantaneous generation of delivery note would be ideal” Web Response

  34. Metro Facebook Fans “Hold your sales/discount for a longer period, eg:- anniversary sale, make it more than 3 days” “Facebook Fan Day – closed door event” “Provide free locker” “After sales service” “Weekly free gifts when spending $50 or more.” Web Response

  35. Face – to – Face Interview

  36. Target Audience Face - to - Face Interview

  37. Metro Paragon Metro Sengkang Metro Woodlands 80% female, 20% male 80% female, 20% male 80% female, 20% male Metro ShoppersProfile Left Pie: Age 18 & below 18-23 24-29 30-35 36 & above Right Pie: Income < 1000 < 2000 < 3000 < 4000 < 5000 > 5000 Face - to - Face Interview

  38. Tangs Robsinson CentrePoint Isetan Parkway 70% female, 30% male 80% female, 20% male 75% female, 25% male Competitors’ ShoppersProfile Left Pie: Age 18 & below 18-23 24-29 30-35 36 & above Right Pie: Income < 1000 < 2000 < 3000 < 4000 < 5000 > 5000 Face - to - Face Interview

  39. Question 1 What 3 wishes would you like to receive from a departmental store? Face - to - Face Interview

  40. Metro Shoppers’ Top 3 Wishes Across Metro Stores Top 1: Discounts Top 2: Vouchers Top 3: Freebies Face - to - Face Interview

  41. Other Shoppers’ Top 3 Wishes Across Competitors Top 1: Discounts Top 2: Vouchers Top 3: Fashion/Clothing/ Bag/Good Variety Face - to - Face Interview

  42. Question 2 There are so many deals out there. Generally, what’s more important to you? Hard benefits vs Soft benefits Face - to - Face Interview

  43. 80% 75% 90% Hard benefits Soft benefits Metro Shoppers Metro Paragon Metro Sengkang Metro Woodlands Face - to - Face Interview

  44. Tangs Isetan Parkway 70% 80% Hard benefits Soft benefits Competitors’ Shoppers Robsinsons Centrepoint 90% Face - to - Face Interview

  45. Question 3 A list of 8 general offers. Please rate how attractive they are to you. (1 being the least attractive to 5 being the most attractive) Face - to - Face Interview

  46. Metro Shoppers : Top 3 Most-Wanted Offers Face - to - Face Interview

  47. Competitors’ Shoppers : Top 3 Most-Wanted Offers Face - to - Face Interview

  48. Question 4 There are many gift-with-purchase (GWP) offers out there. Please rate how attractive they are to you. (1 being the least attractive to 5 being the most attractive) Cosmetics & Fragrances sample kits Skin care sample kits Movie vouchers Shopping vouchers F & B vouchers Electrical Appliances IT gadgets Others (Please specify what you want that is not stated in the list) Face - to - Face Interview

  49. Metro Shoppers : Top 3 Most-Wanted GWP Face - to - Face Interview

  50. Competitors’ Shoppers : Top 3 Most-Wanted GWP Face - to - Face Interview

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