1. Cristian Dohi, Lena Grosse, Nicklas Peele Testing the retail hypothesis Performing retail audit Formulating B2B hypothesis

2. Some specific consumer decision-making (CDM) styles relate more than others to specific primary reasons for the shopper visiting a mall Hypothesis 6

3. Exploratory research Unrepresentative sample of 527 Convenience sample Incentivized questionnaire Likert 5-point scale The malls = tourist hotspots Limitations

4. AttributeJimmy ChooLacosteRed WingKarstadtBoss Layout54335 Crowded/Not Crowded52345 Store’s Interior Floor Covering43533 Store Fixtures53335 Width of the Aisles34245 Signage/Displays42434 Storefront Signs5-535 Marquee3-335 Entrances4-33 Window Displays5-535 Sensory Experience Lighting53235 Color53535 Noise52244 Smells53325 Temperature53343 Retail audit - overview

5. Retail audit – Jimmy Choo

6. Retail audit - Lacoste

7. Retail audit - Karstadt

8. Retail audit – Red Wing

9. Retail audit - Boss

10. Provide shopping opportunities for men while waiting for their wives Create a more complex shopping experience for men by integrating lighting, colors, smells and decorations In KaDeWe and Karstadt, better integrate displays with accessories and other leather goods into the existing layout Recommendations

11. Young couple Buyer/User: the boyfriend Decider/Influencer: the girlfriend Age: 25-35 Entry-level/Working professional in an urban environment Getting a first taste of the finer things in life Very active in his leisure time Customer profile

12. Young couple AttributePrice/quality ratio QualityFashion Functional consequence Saving money Long-lastingExclusivity Terminal value Durable shoe ProtectionIndividuality

13. Mature couple Buyer/Decider/Influencer/User: the husband User: the wife Age: 40+ Successful Indulges in the finer things in life Likes his partner to take part in his lifestyle Customer profile

14. Mature couple AttributeQualityPrestigeTrusted brand Functional consequence Long-lastingAppear wealthy More comfort Terminal value ProtectionEsteemReliable shoe in any situation

15. Companies that value and promote creative approaches are more prone to be socially responsible in negotiations. B2B hypothesis

16. Images Own property Sources