RETAIL AUDIT & CONSUMER OBSERVATION

MELANIE ENGELHARDT, ARNE JANSSEN, HENDRIK WALTER

2

AGENDA

TEST OF H13

RETAIL AUDIT

CONSUMER OBSERVATION

HYPOTHESIS FOR FUTURE RESEARCH

3

TEST OF H13: ”MALL TYPE AFFECTS PLANNED EXPENDITURE LEVELS”

• Proof 1: Average planned expenditures by mall

• Proof 2: Combination of planned expenditure and mall activities

Picture Source: http://www.arborscapeservices.com/wp-content/uploads/2013/06/mall-of-america-treescape.jpg

Mall of America

4

RETAIL AUDIT

5

Create loyal customer base with all available marketing instruments

Quality at reasonable price, without expensive ad campaigns

3,8 3,4

6

How are customers guided through the store and addressed?

• Big signs at entrance and stairs• Signs on each shelf row• Seasonal products & drinks at

store front

• No real guidance• Shelves are placed diagonal• Low shelves

How does sales staff treat customers?

• Not too helpful:• “don’t know” disappeared

• Nice and friendly

Source for the most current fashions at the greatest value

Dressing young people who are engaged with their environment

and relate to each other

3,5 3,5

• Seats, phone charger, photo booth and interactive screens

How do they keep customers in the shop?

Type of customers?

• Fitting rooms only on the upper floors, not downstairs

• Mostly young, some middle-aged people

• Mostly young & middle-aged people

• Wooden tables and racks• Clothes arranged by colors• Men and women clothes on

both floors

How are products presented?

• Dummy displays throughout the store

• Clothes arranged by style• Men on extra floor

9

4,1

“Huge variety, passion for Service at low prices”

• In-store cafe

How do they keep customers in the shop?

How does sales staff treat customers?

• Frequent seating possibilities to test products

• High “customer/sales person”-quota

• Knowledgable and helpful

• Free sales staff approaches browsing customers to offer assistance

How are products presented?

• Products are stored in piles• “Store-in-store”• Manufacturer-themed areas

11

CONSUMER OBSERVATION

12

Need recognition

Information search

Group of men, one leader

Fulfill the need of someone else

Ask sales person in Saturn, but keep looking alone as well

Learning process while browsing

Two men, 60 years

Customer service representative explains all the details and

functions

Replacement for old TV in living room

13

Evaluation of alternatives

Purchase

?

Consider one more expensive alternative

Calls principal for approval of buying

Buys LG TV on offer for 999€

Sales person shows alternatives (4 products)

Buys LG TV on offer for 999€

Buyer is decider

14

1. H1 Every value oriented person is a creative person ( frequency)C

orre

latio

n co

effic

ient

Attributes (Negotiation behavior)

2. H2 The older the person the more frequent labeled behavior occurs ( Pearson‘s correlation coefficient r1 = 0,51, r2 = 0,48)

HYPOTHESIS

„Labeled behavior“

RETAIL AUDIT & CONSUMER OBSERVATION

MELANIE ENGELHARDT, ARNE JANSSEN, HENDRIK WALTER