BIG AND TALL CUSTOMER SEGMENT

Rebekah Rueger | Alex Johnson | Carly Hathaway | Amanda Risius

AGENDA

The Big and Tall Customer

http://dansbigtall.com/Big-tall-scale.htm; Big and Tall Men as Apparel Shoppers: Consumer Characteristics and Shopping Behavior, 1991

Objective

Survey Background

Survey 1. What is your age?

45 to 54

35 to 44

25 to 34

18 to 24

0% 10% 20% 30% 40% 50% 60% 70% 80%

What is your age?

2. What is your gender?

Male

Female

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

What is your gender?

3. What is your height?

0'0" 6'0" 6'1" 6'2" 6'3" 6'4" 6'5" 6'6" 6'7" 6'8" 6'9" 6'10"6'11" 7'0" 7'1" 7'2"0

2

4

6

8

10

12

What is your height?

4. Do you shop in the men’s big and tall section?

No

Yes

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Do you shop in the men's big and tall section at clothing stores?

5. What frustrates you most about shopping in the big and tall section?

6. Have you ever purchased clothing from the big and tall section at Kohl's department stores?

No

Yes

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Have you ever purchased clothing from the big and tall section at Kohl's de-

partment stores?

Where They Shop Instead Casual Male Retail Group 12% JCPenney Corp. 11.2% The Men’s Wearhouse 9.2% 67.6% Other Stores

Source: IBISWorld

9.2%11.2

%12.0

%67.6

%

Major Players(Market Share)

The Men’s Wearhouse

JCPenney Corporation Inc.

Casual Male Retail Group Inc.

Other

7. What is your preferred method of shopping for clothing?

Online

In-Store

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

What is your preferred method of shopping for clothing?

8. How frequently do you shop for clothing?

Every 2 weeks

Once a month

Every 2-3 months

Every 4-6 months

Once a year Less than once a year

0

2

4

6

8

10

12

14

16

How frequently do you shop for clothing?

9. Who is the decision maker in your clothing choices?

53 respondents said myself (96%) 2 respondents said wife/girlfriend (4%)

Survey Conclusion

How Do Big and Tall Customers Behave Differently?

Big and tall Men as Apparel shoppers: Consumer Characteristics and Shopping Behavior

Problem: Failing to Meet Big and Tall Needs

SOLUTIONS

Selection

Selection Problems

Sizing

Sizing Example

Clothes Shipping

80/20 Rule

Big and tall Men as Apparel shoppers: Consumer Characteristics and Shopping Behavior

Selection

Selection Examples

Kohls.com

SOLUTIONS

Marketing

What message will they respond to?

Ad Age, Huffington Post

Marketing Objectives

Celebrity Endorsement

Direct Mailers

In- store Advertising

Big & Tall App

Celebrity Endorsement

Retired and notable athletes appeal to the middle aged generation

Reduces negative connotation

In-Store Advertising

Displays

In-store

Posters

Mannequins

Sizing Charts

Overhead hangings

In-Store Example

Targeting Non-Customers

Direct Mailers

According to the CDC, Obesity is higher among

middle age adults, 40-59 years (39.5%)

Sending to this age group will be

more effective

Seamless Shopping Experience

Accenture

Integrate shopping into their daily routine

Pew Research Center

Kohl’s Shopping Mobile App Extension

SHOPSIZING GUIDE CHECKOUT

Kohl’s Mobile App New FeaturesFilter by price, size, type, and brand for a customized experience

Featured lets users shop bypopular outfits for suggested styling

Build a profile to save favoriteitems and sizes for speedy shopping next time

Kohl’s Mobile App New Features

Enter sizing measurements for recommended sizing

Suggested brands, sizes, and styles for a customized fit

Check which type(s) of product your sizing

Kohl’s Mobile App New Features

Click on store map for thelayout to quickly locate itemsin stores

Pre-determined barcode means you can checkout faster thanever in-store by simply scanning it and paying. Options to purchase through the app are also available

Enter zip code to identify nearest store for in-stocksolutions

More Mobile App Features

How is Kohl’s app different?

SOLUTIONS

Location

What’s wrong with the current location in-store?

Location Suggestions

Location Change of Big and Tall

Chen Li, Swanson School of Engineering, Pittsburgh School of Engineering; 2010.

Location Change of Big and TallCurrent layout example:

Chen Li, Swanson School of Engineering, Pittsburgh School of Engineering; 2010.

Location Change of Big and TallSuggested layout example:

Location Change of Big and Tall Rationale

Where can we test this layout? Suggestion 1: The ten heaviest states in the

U.S.

2013 Gallup-Healthways Well-Being Index

Suggestion 1: The top ten most obese states in the U.S. Rationale

Summary

Problem: Failing to Meet Big and Tall Needs

Questions?