Upload
others
View
11
Download
0
Embed Size (px)
Citation preview
1
FASHION RETAIL MYSTERY SHOPPING BENCHMARK STUDY
UNITED STATES
The retail journey is about to get very complex. Companies not only need to provide online platforms, they need to blur physical and digital experience.
2
1
2
3
4
84% of shoppers are directly influenced by what
their social network says about a product
Nearly half of consumers are shopping online for
clothes
87% of consumers prefer to buy from brands that are able to personalize experiences the best
60% of respondents prefer in-store experience, due to pre-purchase visual appraisal and fit assessment
Source: Fashion Retail Trends and Challenges, 2016, Bare International
In-store experience
Online experience
Mystery visits conducted: September 2016
Fashion brands:
3
Our evaluators visited 44 stores of 10 fashion brands in the US to assess sales performance.
TOTAL EVALUATION SCOREThe Evaluation Score is calculated from the scores of the questions
covering operational excellence during nine sequential sections of the visit.
4
3. Welcoming
and greeting
2. Store
appearance
1. Pre-visit
online exp.
4. Discovering
needs
5. Product
presentation
7. Additional
sale
6. Fitting
experience
8. Loyalty / services
9. Closing the
sale
SCENARIOSurf on the assigned brand’s webpage to evaluate it and to find a fitting store locationVisit a store to evaluate the physical environment and service based on given aspects
SCORINGThere is a score assigned to all questions based on their importance.Actual score / maximum available score (min 0 – max 100)
Besides the traditional aspects of the sales experience we also addressed how technology is used to attract customers to store, support product presentation or build brand loyalty.
5
64
79 7771
65 64 62 57 57 54 49
1.1 1.4 1.4
2.5
1.5
4.3 4.3
2.6
3.9
2.7
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
0
10
20
30
40
50
60
70
80
90
> 80 < 6080 - 60
The average of the total score of all visits is 64 (out of 100) and even the top performing brands – Coach and Pandora – did not excel in all our evaluation aspects.
Average number of customers / sales associate present in the store during the visit
6
Assistance provided by sales advisors (S.A.)
Online options and store appearanceS.A. performance
below average
The brands are following rather different strategies when it comes to a mix of applying technology and providing personal assistance.
More focus on S.A. performance
Outstanding in both dimensions
Most stores perform well on their online platforms and in assessing the customers’ needs.
7
86
6476 82
70 65
34 2745
3. Welcoming
and greeting
2. Store
appearance
1. Pre-visit
online exp.
4. Discovering
needs
5. Product
presentation
7. Additional
sale
6. Fitting
experience
8. Loyalty / services
9. Closing the
sale
> 80 < 6080 - 60
However the sales personnel significantly underperforms in recommending additional sales and building brand loyalty / making the customers return to the store with a proper closing.
8
98% 95%84% 84%
73%
41%
Information is easy tolocate
Shopping bag Refund policy is easy tofind
Home delivery Personalizedsuggestions
Wishlist
3. Welcoming
and greeting
2. Store
appearance
1. Pre-visit
online exp.
4. Discovering
needs
5. Product
presentation
7. Additional
sale
6. Fitting
experience
8. Loyalty / services
9. Closing the
sale
> 80 < 6080 - 60
* from open comments of the evaluators
General information is easy to locate on all websites. The top achievers stand out with more personalized offerings and with connecting online and in-store experience.
Brand loyalty!Savable wishlist
makes customers return
9
100%
100%
The outside of thestore is clean and
well presentedThe inside of thestore is clean and
tidy
Sales personnel: Store tidiness:
98%
68%
Behaving in aprofessional andinviting manner
Wearing badgeand/or uniform
3. Welcoming
and greeting
2. Store
appearance
1. Pre-visit
online exp.
4. Discovering
needs
5. Product
presentation
7. Additional
sale
6. Fitting
experience
8. Loyalty / services
9. Closing the
sale
> 80 < 6080 - 60
Devices, visualization tools:
23%
18%
16%
catalogues
LCDwall/digital
displays
tablet forsales staff
Stores are clean and tidy however sales associates of certain brands are less recognizable. Best performers stand out with applying additional visual tools.
H&M (3)Nike (2)
Adidas (1)A.E. (1)GAP (1)
100% 100% 100% 80% 75% 60% 50% 50% 50%0%
GAP H&M Nike Swarovski Coach Pandora Adidas AmericanEagle
Express Levis
32% of the sales associates not recognizable
82% 84%100% 98%
80% 70%82%
55%
100%80%
100% 100%80%
100% 100% 100%
60%80%
100% 100%
40% 40%20% 20%
10
3. Welcoming
and greeting
2. Store
appearance
1. Pre-visit
online exp.
4. Discovering
needs
5. Product
presentation
7. Additional
sale
6. Fitting
experience
8. Loyalty / services
9. Closing the
sale
Steps of ’traditional sales assistance’ are mostly well performed. Top brands stand out with proactive help offering, thorough product introduction and more assistance provided during fitting.
S.A. approached
within 5 minute
S.A. highlighted features / benefits
S.A. asked customer’s
opinion
Customer encouraged to try the product
S.A. stayed on-hand
during fitting
S.A. asked open-ended
questions
Recommended products
matched needs
S.A. listened attentively
In 36% of the visits (16 visit out of the total 44) all these steps were well performed by the sales personnel
Best performer: PandoraAll visits Worst performer: H&M
11
3. Welcoming
and greeting
2. Store
appearance
1. Pre-visit
online exp.
4. Discovering
needs
5. Product
presentation
7. Additional
sale
6. Fitting
experience
8. Loyalty / services
9. Closing the
sale
In 66% of the visits the sales associate missed the opportunity to offer any additional products different from the one in the customer’s initial request.
ADDITIONAL
SALE
No66%
Yes34%
Salesperson suggested additional products
100%75%
60% 50%25% 20%
0% 0% 0% 0%
> 80 < 6080 - 60
12
3. Welcoming
and greeting
2. Store
appearance
1. Pre-visit
online exp.
4. Discovering
needs
5. Product
presentation
7. Additional
sale
6. Fitting
experience
8. Loyalty / services
9. Closing the
sale
The second critical point is building brand loyalty: sales associates miss to take actions that make customers return to the store (either online or brick and mortar) and keep the brand in mind.
LOYALTY
Yes, 16% Yes, 11% Yes, 23% Yes, 23%
No, 84% No, 89% No, 77% No, 77%
E-mail sign up, loyalty card or mobile application offered
Information provided about campaigns / offers to make
customers return
Recommended to visit the online shop
Possible to make a reservation
39%
98%80%
60%100% 100%
0%
100%60%
13
3. Welcoming
and greeting
2. Store
appearance
1. Pre-visit
online exp.
4. Discovering
needs
5. Product
presentation
7. Additional
sale
6. Fitting
experience
8. Loyalty / services
9. Closing the
sale
At the end of the sales process the sales associates (S.A.) are mostly polite and friendly but not trying to
close the sale.
S.A. tried to close the sale ’Thank you’ and ’Goodbye’ in a friendly manner
S.A. remained friendly when customer did not purchase
Best performer: PandoraAll visits Worst performer: H&M
14
SUMMARY
• Webpages are easy to use and informative. However, there is more potential in personalizing offers and making customers return. Best performer: Coach.
• Stores are always clean. Sales associates are often difficult to recognize (without badge or uniform). Visualization tools are still not widely used. Best performers: Nike and H&M.
• Steps of ’traditional sales assistance’ are in general well performed. However, offering help proactively, introducing the products thoroughly and providing assistance during fitting are often neglected. Best performer: Pandora.
• Additional products are offered in only 34% of the sales conversations (with huge differences among brands)! Best performer: Pandora.
• Sales associates are polite but miss to take actions that make customers return to the store (either online or brick and mortar)and keep the brand in mind. Best performer: Coach.
• None of the brands excel in all addressed aspects (active personal sales assistance and technology, visuals). Even the best performer brands – Coach and Pandora – have potential to improve their retail performance.
3. Welcoming
and greeting
2. Store
appearance
1. Pre-visit
online exp.
4. Discovering
needs
5. Product
presentation
7. Additional
sale
6. Fitting
experience
8. Loyalty / services
9. Closing the
sale
Appendix
16
Our evaluators visited 44 stores of 10 fashion brands in the US to assess sales performance.
Mystery visits conducted: September 2016
Brand No. of visitsAdidas 4American Eagle 4Coach 4Express 4GAP 4H&M 5Levis 4Nike 5Pandora 5Swarovski 5Total 44
DISTRIBUTION ON TOTAL EVALUATION SCORE PER BRAND
17
32% 25% 25%50% 60% 75% 80%
55%
25%60%
100%75%
100% 50%
50% 40% 25% 20%14%
75%40% 25%
64 79 77 71 65 64 62 57 57 54 49
-3000
-2500
-2000
-1500
-1000
-500
0
-15%
5%
25%
45%
65%
85%
105%
Total Coach Pandora Swarovski Levis Express Adidas GAP Nike AmericanEagle
H&M
3. Welcoming
and greeting
2. Store
appearance
1. Pre-visit
online exp.
4. Discovering
needs
5. Product
presentation
7. Additional
sale
6. Fitting
experience
8. Loyalty / services
9. Closing the
sale
> 80 < 6080 - 60
1. PRE-VISIT ONLINE EXPERIENCE
18
86
3. Welcoming
and greeting
2. Store
appearance
1. Pre-visit
online exp.
4. Discovering
needs
5. Product
presentation
7. Additional
sale
6. Fitting
experience
8. Loyalty / services
9. Closing the
sale
> 80 < 6080 - 60
SECTIONAL SCORES
100 93 91 89 86 86 83 82 79 77
0102030405060708090
100
2. STORE APPEARANCE
19
64
3. Welcoming
and greeting
2. Store
appearance
1. Pre-visit
online exp.
4. Discovering
needs
5. Product
presentation
7. Additional
sale
6. Fitting
experience
8. Loyalty / services
9. Closing the
sale
> 80 < 6080 - 60
SECTIONAL SCORES
75 75 70 69 68 6657 50 50 47
0102030405060708090
100
3. WELCOMING AND GREETING
20
76
3. Welcoming
and greeting
2. Store
appearance
1. Pre-visit
online exp.
4. Discovering
needs
5. Product
presentation
7. Additional
sale
6. Fitting
experience
8. Loyalty / services
9. Closing the
sale
> 80 < 6080 - 60
SECTIONAL SCORES
96 90 88 88 83 79 7363 58
43
0102030405060708090
100
4. DISCOVERING NEEDS
21
82
3. Welcoming
and greeting
2. Store
appearance
1. Pre-visit
online exp.
4. Discovering
needs
5. Product
presentation
7. Additional
sale
6. Fitting
experience
8. Loyalty / services
9. Closing the
sale
> 80 < 6080 - 60
SECTIONAL SCORES
10092 90 90 90
80 76 76 7060
0102030405060708090
100
5. PRODUCT PRESENTATION
22
70
3. Welcoming
and greeting
2. Store
appearance
1. Pre-visit
online exp.
4. Discovering
needs
5. Product
presentation
7. Additional
sale
6. Fitting
experience
8. Loyalty / services
9. Closing the
sale
> 80 < 6080 - 60
SECTIONAL SCORES
86 86 82 79 78 71 6854 50 49
0102030405060708090
100
6. FITTING EXPERIENCE
23
65
3. Welcoming
and greeting
2. Store
appearance
1. Pre-visit
online exp.
4. Discovering
needs
5. Product
presentation
7. Additional
sale
6. Fitting
experience
8. Loyalty / services
9. Closing the
sale
> 80 < 6080 - 60
SECTIONAL SCORES
95 94 9081 75 69
5644
35
15
0102030405060708090
100
7. ADDITIONAL SALE
24
34
3. Welcoming
and greeting
2. Store
appearance
1. Pre-visit
online exp.
4. Discovering
needs
5. Product
presentation
7. Additional
sale
6. Fitting
experience
8. Loyalty / services
9. Closing the
sale
Includes only one question: Did the salesperson suggest additional products (any products that were different from the one in your initial request)?
> 80 < 6080 - 60
SECTIONAL SCORES
100
7560
50
25 20
0 0 0 00
102030405060708090
100
8. LOYALTY PROGRAM / SERVICES
25
27
3. Welcoming
and greeting
2. Store
appearance
1. Pre-visit
online exp.
4. Discovering
needs
5. Product
presentation
7. Additional
sale
6. Fitting
experience
8. Loyalty / services
9. Closing the
sale
> 80 < 6080 - 60
SECTIONAL SCORES
40 36 35 28 28 25 24 20 15 15
0102030405060708090
100
9. CLOSING THE SALE
26
45
3. Welcoming
and greeting
2. Store
appearance
1. Pre-visit
online exp.
4. Discovering
needs
5. Product
presentation
7. Additional
sale
6. Fitting
experience
8. Loyalty / services
9. Closing the
sale
> 80 < 6080 - 60
SECTIONAL SCORES
67 67 60 5342 42 37 33 29 27
0102030405060708090
100