Cristian Dohi, Lena Grosse, Nicklas Peele

Testing the retail hypothesis

Performing retail audit

Formulating B2B hypothesis

Some specific consumer decision-making (CDM) styles relate more than others to specific primary reasons for the shopper visiting a mall

Hypothesis 6

• Exploratory research

• Unrepresentative sample of 527

• Convenience sample

• Incentivized questionnaire

• Likert 5-point scale

• The malls = tourist hotspots

Limitations

Attribute Jimmy Choo Lacoste Red Wing Karstadt BossLayout 5 4 3 3 5Crowded/Not Crowded 5 2 3 4 5Store’s Interior Floor Covering 4 3 5 3 3Store Fixtures 5 3 3 3 5Width of the Aisles 3 4 2 4 5Signage/Displays 4 2 4 3 4Storefront Signs 5 - 5 3 5Marquee 3 - 3 3 5Entrances 4 - 3 3Window Displays 5 - 5 3 5Sensory Experience Lighting 5 3 2 3 5Color 5 3 5 3 5Noise 5 2 2 4 4Smells 5 3 3 2 5Temperature 5 3 3 4 3

Retail audit - overview

Retail audit – Jimmy Choo

Retail audit - Lacoste

Retail audit - Karstadt

Retail audit – Red Wing

Retail audit - Boss

• Provide shopping opportunities for men while waiting for their wives

• Create a more complex shopping experience for men by integrating lighting, colors, smells and decorations

• In KaDeWe and Karstadt, better integrate displays with accessories and other leather goods into the existing layout

Recommendations

Young couple

Buyer/User: the boyfriendDecider/Influencer: the girlfriend

• Age: 25-35

• Entry-level/Working professional in an urban environment

• Getting a first taste of the finer things in life

• Very active in his leisure time

Customer profile

Young couple

Attribute Price/quality ratio

Quality Fashion

Functional consequence

Saving money

Long-lasting

Exclusivity

Terminal value

Durable shoe

Protection Individuality

Mature couple

Buyer/Decider/Influencer/User: the husbandUser: the wife

• Age: 40+

• Successful

• Indulges in the finer things in life

• Likes his partner to take part in his lifestyle

Customer profile

Mature couple

Attribute Quality Prestige Trusted brand

Functional consequence

Long-lasting

Appear wealthy

More comfort

Terminal value

Protection Esteem Reliable shoe in any situation

Companies that value and promote creative approaches are more prone to be socially responsible in negotiations.

B2B hypothesis

Images

• Own property

Sources