Retail audit

1. Retail audit Lilia Gonzalez, Davide Santini, Léo Loison

2. Agenda

3. 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

4. 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

5. Hypothesis 7 Conclusion: • 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 hypothesisthatthe prime reason for a shopper's mall visit (entertainment in that case) influences the activities the visitor reports engaging in while visiting the mall.”

6. Merchandising auditArkaden – PotsdamerPlatz

7. H&M Zara

8. Puma Adidas NEO

9. Saturn

10. Merchandising audit

11. Merchandising audit

12. Merchandising audit

13. Merchandising audit

14. Merchandising audit

15. Merchandising audit

16. Merchandising audit

17. Merchandising audit

18. Merchandising audit

19. Recommendations

20. Consumer observations Customer 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. • -

21. Consumer observations Customer 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 thistablet • So the other (the buyer) waslisteningto the experience of hisfriend • The friendwasshowing how the tabletworks and whatyoucan do withit • Finallythe buyerasked a salesman to show himsomeother alternatives • The buyerafterhavinglistening to the salesman came back to the tablet of hisfriend • And ask for more information including the price of the keyboard • Discussing if it’s relevant or to take 16gb or 32gb • Finallyheboughtthistablet (Microsoft Surface 2)

22. B2B behaviorHypothesis 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 correlationbetweenbeingmotivated by values and beingcreative: 100% of the values oriented are creative • If you focus toomuch on your values it’s more likelythatyouwillbebeaten by the opponentnegociator:The 2 teams 100 % composed of values motivatedpersonsscoredbelowaverage as a team & on average in total.

23. B2B behaviorHypothesis Motivatedby 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 likelyyou top score if your team is 100% composed of creativeperson. (the two top score as teams are 100% made of creative people).