Retail Audit Sophia Kuhl Shakhribonu Tursunova Julia Volkova

Retail Audit

Sophia Kuhl

Shakhribonu Tursunova

Julia Volkova

http://trust-new.altedit.ru/retail-audit.htmlhttp://blog.compliantia.com/2010/01/21/mystery-shopping-vs-district-manager-store-walks-2/

OutlineHypothesis Test

Store 1 - Jack Wolfskin

Purchase 1

Store 2 – The North Face

Store 3 - Pandora

Store 4 - Swarovski

Purchase 2

Store 5 - WMF

B2B Hypothesis

Hypothesis Test

Purchase 1

North Face

Pandora

Jack-Wolfskin

Swarovski

Purchase 2

WMF

B2B Hypothesis https://delivermagazine.com/2012/07/getting-to-know-your-target-audience/

http://justmysociologicalimagination.wordpress.com/2013/03/21/week-10-gender-inequality/

H2: Demographics and CDM

styles

•Cluster analysis to group informants

into CDM styles

• 30 unique combinations of the

attributes

• 0RFP (no „very high style“,

recreational conscious, fashion

conscious, perfectionist) included

nearly all females and only two men

• Gender is most affecting factor for

the cluster group membership

Hypothesis Test

The Store

Rather small

store

A lot of

clothes

in a condensed

space

High traffic

Purchase 1

North Face

Pandora

Swarovski

Purchase 2

WMF

B2B Hypothes

is

Hypothesis Test

http://www.shopandmall.ru/new.php?news=11360

Jack-Wolfskin

Purchase 1

North Face

Pandora

Swarovski

Purchase 2

WMF

B2B Hypothes

is

Hypothesis Test


•Fitting room was blocked

with boxes, only two mirrors

•Displays were not always

matching the goods offered

• Light was shady

Jack-Wolfskin

The Store

Purchase 1

North Face

Pandora

Swarovski

Purchase 2

WMF

B2B Hypothesis

Hypothesis Test


• Couples and women

• Age range: 25-55

• Middle class income

• Not very stylish

• Average not very wealthy

• Many people were already

wearing

Jack Wolfskin

Jack-Wolfskin

The Customers

Purchase 1

North Face

Pandora

Swarovski

Purchase 2

WMF

B2B Hypothesis

Hypothesis Test


• Two salespeople, one (male 20 and 30)

• No contact with customers when they entered

• People had to ask them actively if they wanted assistance

Jack-Wolfskin

Salespeople

Purchase 1

North Face

Pandora

Swarovski

Purchase 2

WMF

B2B Hypothesis

Hypothesis Test


• Train your staff

better

• Improve store

decoration

• Better structure in

the store

• Better lighting

facilities

Jack-Wolfskin

Recommendations

Purchase 1

North Face

Pandora

Swarovski

Purchase 2

WMF

B2B Hypothes

is

Hypothesis Test

Jack Wolfskin

http://www.123rf.com/photo_13533502_i-love-shopping-icon-the-heart-is-made-from-different-female-fashion-items.html

• Emma, 48 years old

• Highly educated, eco

friendly, self-confident

• Had one arm and looked

for a winter coat, tried 10

coats

• Decision making process

< 1 hour (compared to a

man 5 minutes)

• Purchase: decided for a

brown one for 199€

(cheapest one)

Purchase 1

Decision-making process

North Face

Pandora

Swarovski

Purchase 2

WMF

B2B Hypothes

is

Hypothesis Test

Jack Wolfskin


“I need a warm coat with good quality. Must be possible to use the zipper with one arm only”Research online what is good value for money, talk to friends/relatives about the products of Outdoor brands. She decides for Jack Wolfskin!Trying on 10 different coats but she wanted only one of this brand (didn’t leave the store in between).I take the brown one, I don’t like a too exotic color and this is the least expensive one.

She opened a customer account for Jack Wolfskin to make it easier for her to make use of her 2-year warranty.

Purchase 1

Purchase 1

Need Recognitio

n

Information Search

Evaluate Alternativ

es

Purchase Decision

Post Purchase

Purchase 1

North Face

Pandora

Swarovski

Purchase 2

WMF

B2B Hypothes

is

Hypothesis Test

Jack Wolfskin


Purchase 1

End Means High-End Coat

Attribute Trusted brand

Functional Consequence Have a high-quality, functional coat

Terminal Value Stay warm with a high-quality winter coat

The Store

Pandora

Swarovski

Purchase 2

WMF

B2B Hypothes

is

Hypothesis Test

Jack Wolfskin

Purchase 1

http://www.outdoor-test.de/statuscheck-nachhaltigkeit-the-north-face-2776

• Bigger store

• Loud electronic music

• More space for people

• Very good lighting

• Not crowded

North Face

Pandora

Swarovski

Purchase 2

WMF

B2B Hypothesis

Hypothesis Test

Jack Wolfskin

Purchase 1


• More men, some women

(30-55) & couples

• Customers look wealthier

• More upscale clothes

• Women were wearing

make-up and even heels

North Face

The Customers

Pandora

Swarovski

Purchase 2

WMF

B2B Hypothesis

Hypothesis Test

Jack Wolfskin

Purchase 1


• Two salespeople (male

early thirties)

• Were friendly and

professional

• Matched the “trendy”

atmosphere in the shop

North Face

Salespeople

Pandora

Swarovski

Purchase 2

WMF

B2B Hypothesis

Hypothesis Test

Jack Wolfskin

Purchase 1


• Better store location

in the mall

• Empty stores are not

very attractive

• Have an attention-

grabbing shelf in the

entrance area

Recommendations

North Face

The Store

Swarovski

Purchase 2

WMF

B2B Hypothesis

Hypothesis Test

Jack Wolfskin

Purchase 1

North Face

http://vintageland.org/bizhuterija-braslety-pandora

• Very structured store

• Counter with salespeople

• Bright colors & good lighting

• Display with the newest

part of the collection

and explanation

Pandora

Swarovski

Purchase 2

WMF

B2B Hypothesis

Hypothesis Test

Jack Wolfskin

Purchase 1

North Face


• Young couple & woman

in her end-twenties

• Mainly females or

accompanying malesPandora

The Customers

Swarovski

Purchase 2

WMF

B2B Hypothesis

Hypothesis Test

Jack Wolfskin

Purchase 1

North Face


• 4 salespeople and no customer

• Were chatting but gave good

advice and were friendly

• Too many of them for the number

of customersPandora

Salespeople

Recommendations

Swarovski

Purchase 2

WMF

B2B Hypothesis

Hypothesis Test

Jack Wolfskin

Purchase 1

North Face


• Decrease the number of

salespeople

• Music that supports the

atmosphere of the store

Pandora

The Store

Purchase 2

WMF

B2B Hypothesis

Hypothesis Test

Jack Wolfskin

Purchase 1

North Face

Pandora

http://www.ma3.ru/index.php?pd=2&k=1&b=176

• Rather small store

•Traffic rather high for the

size of the store

• Attracting shelf with shiny

rings (men and woman)

• Color scheme blue/silver

• Lighted displays

• Not very broad entrance

• Attentive Salespeople

Swarovski

• Mainly woman (40+);

younger couples

• Men (in their 20 and 50s)

looking for presents

• Rather upscale people,

women wearing make-up &

expensive clothes

•Younger people not very

upscale, more looking for a

special gift

Purchase 2

WMF

B2B Hypothesis

Hypothesis Test

Jack Wolfskin

Purchase 1

North Face

Pandora


Swarovski

The Customers

Purchase 2

WMF

B2B Hypothesis

Hypothesis Test

Jack Wolfskin

Purchase 1

North Face

Pandora


• More space for each piece in

the shelf

• Better store location (space

for

window displays)

• Better visibility for the store

from

the distance (Marquee)

Redommendations

Swarovski

Purchase 2Monika (55), married with two

kids, housewife, wealthy,

educated

Family-oriented, traditional

Wanted to buy a bracelet for

her niece

She had one in light blue

already

It took her 25 minutes

to make the decisionWMF

B2B Hypothesis

Hypothesis Test

Jack Wolfskin

Purchase 1

North Face

Pandora

Swarovski


Purchase 2

Purchase 2

WMF

B2B Hypothes

is

Hypothesis Test

Jack Wolfskin

Purchase 1

North Face

Pandora

Swarovski


Decision-making process

“I want a charm bracelet for my niece from Swarovski. She liked the light blue one already.”

Ask niece what she wants for Christmas and where the next Swarovski store is.

She knew about the former bracelet but had to decide for a further color and the additional pieces (two more colors on offer).

I take the navy blue one because I like the color and my niece will like it as well.

She ordered an additional piece (star) for the bracelet and will go back to pick it up. She got a discount for the Swarovski loyalty program.

Need Recognitio

n

Information Search

Evaluate Alternativ

es

Purchase Decision

Post Purchase

Purchase 2

Purchase 2

WMF

B2B Hypothesis

Hypothesis Test

Jack Wolfskin

Purchase 1

North Face

Pandora

Swarovski


Purchase 2

End Means Fancy Jewelry

Attribute Luxury brand

Functional Consequence Meet her niece‘s taste

Terminal Value Be regarded as good aunt

B2B Hypothesis

Hypothesis Test

Jack Wolfskin

Purchase 1

North Face

Pandora

Swarovski

Purchase 2

http://www.brandprofiles.com/wmf-3-logo

• Structured

• Aisles not too narrow

• A lot of display

samples (touch

everything)

• Even samples for

knives to try out

cutting

• Very good lighting

• Background lounge

music

• Attentive salespeople

WMF

The Store

B2B Hypothesis

Hypothesis Test

Jack Wolfskin

Purchase 1

North Face

Pandora

Swarovski

Purchase 2


•Female (40+),

•Upper middle class,

•Upscale clothes &

wearing make-up

•Men (40+) alone looking

for presents

The Customers

WMF

B2B Hypothesis

Hypothesis Test

Jack Wolfskin

Purchase 1

North Face

Pandora

Swarovski

Purchase 2


• Real food in store is nice,

but make it look hygienic

• Keep the area for show-

cooking clean

Recommendations

WMF

B2B HypothesisHypothesis Test

Jack Wolfskin

Purchase 1

North Face

Pandora

Swarovski

Purchase 2

WMF

http://creafety.wordpress.com/2011/10/03/hypothesis-in-quantitative-research/

Hypothesis 1.

There is a correlation between the age and the type of motivation. The younger the people are, the more they are motivated by achievements.

B2B Hypothesis

Thank you for your attention!

Documents

Retail Audit Sophia Kuhl Shakhribonu Tursunova Julia Volkova