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We want to hear from YOU! Tell us what our customers really want 11 th November 2009.

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Presentation on theme: "We want to hear from YOU! Tell us what our customers really want 11 th November 2009."— Presentation transcript:

1 We want to hear from YOU! Tell us what our customers really want 11 th November 2009

2 Objectives  To find out how well we know our customers.  To further enhance in-store customer experience, thereby maximizing customer satisfaction so as to increase sales volume, profitability & productivity  To understand what our shoppers want and examine their feasibility  To determine what can help us make a difference in our service offerings in other to wow our customers  To stay on top of our business by being competitive in our service offerings to our shoppers to keep them coming back.

3 Target Audience GroupsTargetedNo. of surveys received HO9161 (67%) MPN270230 (85%) MW232175 (75%) MS200170 (85%) MCS7676 (100%) TOTAL868712 (82%)

4 Respondents GroupsNo. of surveys received Invalid surveys Tabulated HO6118 (30%)43 (70%) MPN23024 (10%)206 (90%) MW17562 (35%)113 (65%) MS17058 (34%)112 (66%) MCS7639 (51%)37 (49%) TOTAL712201 (28%)511 (72%)

5 Gender GroupsMaleFemaleTOTAL HO6 (14%)37 (86%)43 MPN20 (10%)186 (90%)206 MW14 (12%)99 (88%)113 MS23 (21%)89 (79%)112 MCS6 (16%)31 (84%)37 TOTAL69 (13%)442 (87%)511

6 Age Range GroupsAge 18 & Below 18 – 23 years old 24 – 29 years old 30 – 35 years old 36 years old & above Tabulated HO0 (0%)1 (2%)8 (19%)6 (14%)28 (65%)43 MPN1 (0%)41 (20%)51 (25%)27 (13%)86 (42%)206 MW2 (2%)9 (8%)17 (15%)21 (18%)64 (57%)113 MS3 (3%)19 (17%)17 (15%)11 (10%)62 (55%)112 MCS0 (0%)8 (22%)6 (16%)4 (11%)19 (51%)37 TOTAL6 (1%)78 (15%)100 (20%)69 (13%)259 (51%)511

7 Question 1 What 3 wishes do you think our shoppers would like to receive from us?

8 What are the top 3 shopping wishes that you think our shoppers would like to receive from Metro? No.Our Shoppers (n = 964) HO (n = 43) MPN (n = 206) MW (n = 113) 1.Discounts (29%)Discounts (23%)Discounts (34%)Free Gifts (29%) 2.Shopping vouchers (25%)Shopping vouchers (21%)Free Gifts (24%)Discounts (25%) 3.C & F Offers (7%)Better merchandise mix (12%)Service related (23%)Service related (21%) TOTAL:61%58%81%75% 4.Service related & Others (12% each) Better merchandise mix (6%)Shopping vouchers (7%) 5.Cash rebate & Free Gifts (5% each) Shopping vouchers (4%)Others (6%) 6Car, Cash, IT gadgets & More promos (2% each) Cash (3%)Better merchandise mix (5%) TOTAL:42% 13%18%

9 No.MSMCS 1Service related (38%) 2Discounts (29%)Free gifts (32%) 3Others (8%)Discounts (19%) TOTAL75%89% 4More promotions (5%)Better merchandise mix (5%) 5Shopping vouchers (4%)Lucky draw & Shopping vouchers (3% each) 6Better merchandise mix (3%)- TOTAL12%11% What are the top 3 shopping wishes would you like to receive from Metro?

10 Question 2 So many deals out there. What do you think is more important to our shoppers? Hard benefits vs Soft benefits

11 GroupsHard benefits (eg discounts, free gifts) Soft benefits (eg personal shopper, home delivery) TOTAL HO41 (95%)2 (5%)43 MPN200 (97%)6 (3%)206 MW110 (97%)3 (3%)113 MS105 (94%)7 (6%)112 MCS34 (92%)3 (8%)37 TOTAL490 (96%)21 (4%)511 There are so many offers and deals out there. Generally, what do you think is more important to our shoppers?

12 Question 3 Here’s a list of 8 general offers. Please rate how attractive you think they are to our shoppers. (1 being the least attractive to 5 being the most attractive) Contest Sure-Win Lucky Dip Free Gifts Buy 1, Get 1 Free Purchase-with-Purchase Midnight Shopping Storewide 20% Special Buys (offer prices)

13 Top 3 Most-Wanted Offers : HO RANKContest Sure-Win Lucky Draw Free Gifts Buy 1, Get 1 Free PWP Midnight Shopping STW 20% Special Buy HO 1028700260 21101570055 3244143178 4377117116 5267117127 6582296110 7176015617 81300022800

14 Top 3 Most-Wanted Offers : MPN RANKContest Sure-Win Lucky Draw Free Gifts Buy 1, Get 1 Free PWP Midnight Shopping STW 20% Special Buy MPN 12202646011056 212757 1133713 3537444628421 4182941213521941 514332518564947 6254788519355 711083423331114 831526215019

15 Top 3 Most-Wanted Offers : MW RANKContest Sure-Win Lucky Draw Free Gifts Buy 1, Get 1 Free PWP Midnight Shopping STW 20% Special Buy MW 109301330526 2227 3040149 32132232821816 442120191011721 591511 225535 618 14468414 7559031518310 82312157902

16 Top 3 Most-Wanted Offers : MS RANKContest Sure-Win Lucky Draw Free Gifts Buy 1, Get 1 Free PWP Midnight Shopping STW 20% Special Buy MS 1114171812545 22133532631110 34232725501513 46 17192921016 51217107263928 6824452798 7488141523310 83101237023

17 Top 3 Most-Wanted Offers : MCS RANKContest Sure-Win Lucky Draw Free Gifts Buy 1, Get 1 Free PWP Midnight Shopping STW 20% Special Buy MCS 1039400192 20512131114 346852057 4352611055 5274610215 687215248 7134017426 8700112800

18 Question 4 There are many gift-with-purchase (GWP) offers out there. Please rate how attractive they are to you. (1 being the least attractive to 5 being the most attractive) Cosmetics & Fragrances sample kits Skin care sample kits Movie vouchers Shopping vouchers F & B vouchers Electrical Appliances IT gadgets Others (Please specify what you want that is not stated in the list)

19 Top 3 Most-Wanted GWPs : HO RANK C & F sample kits Skin Care sample kits Movie Vouchers Shopping Vouchers F & B Vouchers Electrical Appliances IT Gadgets HO 152028134 245731266 37666756 486913106 5 564774 641330797 7561216310

20 Top 3 Most-Wanted GWPs : MPN RANK C & F sample kits Skin Care sample kits Movie Vouchers Shopping Vouchers F & B Vouchers Electrical Appliances IT Gadgets MPN 11956132111815 230223019494115 318304426362230 435263515363029 52744367352829 64745182274225 73034375122563

21 Top 3 Most-Wanted GWPs : MW RANK C & F sample kits Skin Care sample kits Movie Vouchers Shopping Vouchers F & B Vouchers Electrical Appliances IT Gadgets MW 1834751616 21713158232116 31791419 2510 4181211832257 5192429118814 62322190121621 7113021281229

22 Top 3 Most-Wanted GWPs : MS RANK C & F sample kits Skin Care sample kits Movie Vouchers Shopping Vouchers F & B Vouchers Electrical Appliances IT Gadgets MS 180284693 2992211312010 31713175222414 41917 5 2215 52117254181017 624 113121721 7143218061032

23 RANK C & F sample kits Skin Care sample kits Movie Vouchers Shopping Vouchers F & B Vouchers Electrical Appliances IT Gadgets MCS 123121145 263351244 353107372 45472676 526 11152 613531384 74 301214 Top 3 Most-Wanted GWPs : MCS

24 Question 5 If there is a lucky draw / contest, what prizes would you like to win or would attract you to participate? Please tell us your top 3 fancied prizes.

25 Top 3 Most-Wanted Prizes No.HOMPNMW 1.Holiday (30%)Cash (30%)Cash (27%) 2.Cash (21%)Holiday (19%)Holiday (21%) 3.Car (19%)Car (16%)IT / Electricals (19%) TOTAL:70%65%67% Others to consider 4.Condo (14%)IT / Electricals (15%)Car (18%) 5.Shopping vouchers & IT / Electricals (7% each) Shopping vouchers (11%)Shopping vouchers (8%) 6C & F (2%)Others (3%)Condo (5%) TOTAL:30%29%31%

26 Top 3 Most-Wanted Prizes No.MSMCS 1Shopping vouchers (26%)Holiday (35%) 2Cash (25%)Car (19%) 3IT / Electricals (22%)Shopping vouchers (16%) TOTAL73%70% Others to consider 4Car (11%)IT / Electricals (14%) 5Holiday (10%)Cash, Condo & Others (4% each) 6Condo & Others (3% each)- TOTAL27%30%

27 Question 6 For Special Buy offers (items at special prices), please tick from the list below up to 5 types of products that you think will attract our shoppers. Cosmetics & Fragrances Ladies’ Apparel Ladies’ Accessories Ladies’ Shoes Ladies’ Bags Men’s Apparel Men’s Accessories Men’s Shoes Household Homelinen Toy Children’s Apparel Children’s Accessories Children’s Shoes None of the above

28 Top 3 Most-Wanted Special Buys No.HOMPNMW 1.C & F (93%)C & F (88%)C & F (87%) 2.Household (88%)Ladies’ Shoes (67%)Household (77%) 3.Ladies’ Shoes (78%)Ladies’ Bags (56%)Ladies’ Bags (63 %) Others to consider 4.Ladies’ Bags (70%)Household (52%)Homelinen (54%) 5.Homelinen (67%)Ladies’ Apparel (51%)Ladies’ Apparel (50%) 6.Ladies’ Apparel (53%) Homelinen (38%)Ladies’ Shoes (46%)

29 Top 3 Most-Wanted Special Buys No.MSMCS 1.C & F (84%)C & F (73%) 2.Ladies’ Bags (65%)Household (70%) 3.Homelinen (63%)Ladies’ Bags (57%) Others to consider 4.Ladies’ Apparel (60%)Toys (54%) 5.Ladies’ Shoes (52%)Homelinen (51%) 6.Toys (53%)Ladies’ Shoes (46%)

30 Question 7 List the services that you think know Metro has…..

31 Did you know Metro has….. No.HOMPNMW 1.Free home delivery with a minimum of $100 nett spend (93%) Free home delivery with a minimum of $100 nett spend (75%) Gift Wrap (73%) 2.Gift Wrap (42%)Gift Wrap (59%)Free home delivery with a minimum of $100 nett spend (71%) 3.Alteration (37%)Alteration (47%)Alteration (48%) 4.Exchange & refund policy (33%)CSC & GST refund (37% each)Store to store transfer (19%) 5.Personal Shopper (28%)Personal Shopper (10%)CSC (13%) 6.Store to store transfer & Gift Receipt (14% each) Exchange & Refund policy (7%)Exchange & Refund policy (12%) 7.Reservation (12%)Metro Gift Vouchers (3%)GST Refund (10%) 8.Metro Gift Vouchers, CSC & GST refund (7% each) Gift Receipt & Reservation (1%)Reservation (7%) 9.Metro Shoppers Cheque & Metro Gift Card (2% each) Metro Gift Card (0.4%)Gift Receipt, Personal Shopper & NTUC Linkpoints (4% each) 10.--Metro Shoppers Cheque & Tree Stylists (3% each) 11.--Metro Gift Card & Bag Storage (2% each) 12.--Metro Gift Vouchers (1%)

32 Did you know Metro has….. No. MSMCS 1.Free home delivery with a minimum of $100 nett spend (88%) Free home delivery with a minimum of $100 nett spend (76%) 2.Gift Wrap (72%)Gift Wrap (49%) 3.Exchange & refund policy + Alteration (21% each) Alteration (46%) 4.CSC & Reservation (7% each)GST refund (27%) 5.GST Refund (5%)Exchange & Refund policy (8%) 6.Metro Gift Vouchers, Metro Gift Card, Personal Shopper & Bag Storage (2% each) Personal Shopper, Reservation & NTUC Linkpoints (3% each) 7.Metro Shoppers Cheque (1%)-

33 Question 8 Besides the services that you have listed for Question 7, what other services do you think would attract our shoppers?

34 “Free parking for customers’ convenience” “Birthday gifts for Metro Cardmembers” “Childcare services” “Nursing room” “Mini café” “Online shopping” “Follow-up service” “Money changer” “Express delivery” “Dry cleaning” “Free coffee for shoppers on every Sunday” “Improve staff’s knowledge on products & promotions” “Massage area”

35 Question 9 This survey is coming to an end. Besides what we have discussed so far, how else do you think we can enhance our customers’ shopping experiences? This can be in the form of non-sales related offerings, value- added services or in-store design / layout.

36 “Place more seats in the stores.” “Place some refreshments like sweets at every cashier counter.” “We don’t have dustbins on selling floor, not very convenient for our shoppers” “A resting room for our shoppers” “To have Chinese signages” “Fashion / make-up workshops” “To have a sports department” “More fitting rooms & more mirrors in the stores” “Improve staff’s English” “More new fixtures & displays.”

37 Executive Summary

38 Findings are consistent throughout, serves more as to reaffirm our knowledge  Wish -Savings in the forms of discounts, vouchers (Metro vouchers and general shopping vouchers are top), Buy 1, Get 1 Free, Special Buys -Extra value in the forms of Free Gifts -Money: Cash, Rebate  GWP -Similar Savings as above -In fact, F & B vouchers are also one of the gifts that our selling floor staff thinks our shoppers would favor. -IT Gadgets and Electronic Appliances are next favored  Prizes - Holidays and Cash are most favored, followed by Shopping Vouchers and Car. - Few big ticket items mainly Cars, Condos and LCD TV Hard benefits, like cash / holidays / shopping vouchers / car are still the key driver to encourage footfall and spend Contest / lucky draw and Midnight shopping are amongst the least attractive promotion offers. Summary

39 Generally, C & F, ladies’ shoes & bags and Household products are most favored for special buys. More brands, variety and trendy merchandise Store environment  Long Q during sales and customer service is a big concern, raised by many across the lists  More seats, resting areas.  To have childcare services & nursing room  Layout design to improve – new fixtures & new displays Metro Value Added Services must be improved in terms of awareness  A lot of staff did not mention Metro Shoppers Cheque / Metro Gift Vouchers / Metro Gift Cards, perhaps because they did not view them as services.  The top services that our staff mentioned are free home delivery with a minimum of $100 nett spend, gift wrap, alteration & exchange policy.  It appears that many of our staff do not know that we have the personal shopper service at Metro Paragon.


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