RETAIL AUDIT & CONSUMER OBSERVATION MELANIE ENGELHARDT, ARNE JANSSEN, HENDRIK WALTER

AGENDA TEST OF H13RETAIL AUDITCONSUMER OBSERVATION HYPOTHESIS FOR FUTURE RESEARCH 2

TEST OF H 13 : ”MALL TYPE AFFECTS PLANNED EXPENDITURE LEVELS” Proof 1: Average planned expenditures by mall Proof 2: Combination of planned expenditure and mall activities Picture Source: Mall of America 3

RETAIL AUDIT 4

Create loyal customer base with all available marketing instruments Quality at reasonable price, without expensive ad campaigns 3,8 3,4 5

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 6

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

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

4,1 9 “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

CONSUMER OBSERVATION 11

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 12 Replacement for old TV in living room

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€ 13 Buyer is decider

14 1.H 1 Every value oriented person is a creative person (  frequency) Correlation coefficient Attributes (Negotiation behavior) 2.H 2 The older the person the more frequent labeled behavior occurs (  Pearson‘s correlation coefficient r 1 = 0,51, r 2 = 0,48) HYPOTHESIS „Labeled behavior“

RETAIL AUDIT & CONSUMER OBSERVATION MELANIE ENGELHARDT, ARNE JANSSEN, HENDRIK WALTER