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

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Presentation transcript:

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

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

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

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

Retail audit – Jimmy Choo

Retail audit - Lacoste

Retail audit - Karstadt

Retail audit – Red Wing

Retail audit - Boss

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

Young couple Buyer/User: the boyfriend Decider/Influencer: the girlfriend Age: 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

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

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

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

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

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