RETAIL AUDIT

Lilia Gonzalez, Davide Santini, Léo Loison

Agenda

Hypothesis 7

Merchandising audit

Consumers observations

B2B behavior hypothesis

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 7Conclusion:• 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 hypothesis that the 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 – Potsdamer Platz

H&M Zara

Puma Adidas NEO

Saturn

Stores characteritics H&M ZARA

Front displaySeasonal

Various articles No price

Best items Prices shown

In-store displayGender division

DenseSpecial offers

Age division Items assortment

Spacious No special offers

ConsumersAge 16-25

Mainly alone shoppers

Age 26-60Shoppers with relatives

Merchandising audit

Signs Signs to cashier, elevator & fitting rooms

No signs Lines divided with

stanchion

Sales PeopleInformal

Both gendersArranging

Formally dressedSalesmen

Restocking

Convenience Some mirrorsSmall fitting room

No mirrorsBig hidden fitting room

Stores characteritics H&M ZARA

Merchandising audit

ExperienceLike a labyrinth

Holiday songNo security

Good lightNo music

Active security (some issues here...)

Positioning Cheap fashion & various styles

Chic, simple, elegant & affordable

Stores characteritics H&M ZARA

Merchandising audit

Stores characteritics PUMA ADIDAS NEO

Front displayNot attractive

No outfitsNo prices

AttractiveSeasonal

Clear prices

In-store displayWide product assortmentBy gender

Just casualBy gender & size

Consumers Age 20 – 40Sport driven

Age 15 – 25Save moneyLook fashion

Merchandising audit

Signs Clear division Clear division

Sales PeopleHelpfulYoung

English speaker

HelpfulYoung

English speaker

Convenience Bad fitting roomsAlmost no mirrors

Appropriate fitting rooms and mirrors

Stores characteritics

Merchandising audit

Experience Poor Good use of lights, colors, sounds

PositioningHigh qualityHigh prices

Performance

TrendyCheapTeens

Stores characteritics PUMA ADIDAS NEO

Merchandising audit

Stores characteritics SATURN

Front display Focus on brand identification No products

In-store displayOne area for each product category

Brand divisionSpecial offers displays

ConsumersAge 15 – 6560% alone

40% with relatives

Merchandising audit

Signs Big signs showing product category areas

Sales People Passive behaviorAct as advisors on request

ConvenienceLarge aislesClear pricing

Big signsStaff available

Stores characteritics SATURN

Merchandising audit

ExperienceNoisyUgly

But some good specific diplays

PositioningDiscount

storeFocus on online stores

Stores characteritics SATURN

Merchandising audit

Recommendations

Reduce a bit the product

range

So many items that it can become

confusing

Should create displays for

articles on sales and have better

price signs Should improve the experience

(music, pictures…)

Add a catwalk in fitting rooms and a sign to find the

fitting room

Add a section for men

More personality in the store such as music, colors,

lights

More emphasis on the sport merchandise

Better front display, with

outfits, and clear prices

Add a second salesman

especially for busy hours

More promotion types: not only this 3x2 cause

if teens go there to save, they are not gonna spend 100 -200€ just because they get another item with it

Active staff for certain target

groups

More experience oriented

More advisor oriented

And clean this store! If not I will

start to buy online!

Consumer observationsCustomer 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.• -

Problem

Recognition

Search for

Relevant Informatio

n

Evaluation of

Alternatives

Choice Decisions

Purchase

Consumer observationsCustomer 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 this tablet• So the other (the buyer) was listening to the experience of his friend• The friend was showing how the tablet works and what you can do with it• Finally the buyer asked a salesman to show him some other alternatives• The buyer after having listening to the salesman came back to the tablet of his

friend• And ask for more information including the price of the keyboard• Discussing if it’s relevant or to take 16gb or 32gb• Finally he bought this tablet (Microsoft Surface 2)

Problem

Recognition

Search for

Relevant Informatio

n

Evaluation of

Alternatives

Choice Decisions

Purchase

B2B behavior Hypothesis

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 correlation between being motivated by values and being creative:

100% of the values oriented are creative• If you focus too much on your values it’s more likely that you will be beaten by

the opponent negociator:The 2 teams 100 % composed of values motivated persons scored below average as a team & on average in total.

B2B behavior Hypothesis

Motivated by 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 likely you top score if your team is 100% composed of creative

person. (the two top score as teams are 100% made of creative people).