1. RETAIL AUDIT Lilia Gonzalez, Davide Santini, Léo Loison

2. Agenda Hypothesis 7Merchandising auditConsumers observationsB2B behavior hypothesis

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 dont shop anything. In the other malls only 7%, 6% and 11% are not buying anything. This observation sustains the hypothesis that the 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 audit Arkaden – Potsdamer Platz

7. H&M Zara

8. PumaAdidas NEO

9. Saturn

10. Stores characteritics H&MZARA Front display Seasonal Various articles No price Best items Prices shown In-store display Gender division Dense Special offers Age division Items assortment Spacious No special offers Consumers Age 16-25 Mainly alone shoppers Age 26-60 Shoppers with relatives Merchandising audit

11. Signs Signs to cashier, elevator & fitting rooms No signs Lines divided with stanchion Sales People Informal Both genders Arranging Formally dressed Salesmen Restocking Convenience Some mirrors Small fitting room No mirrors Big hidden fitting room Stores characteritics H&MZARA Merchandising audit

12. Experience Like a labyrinth Holiday song No security Good light No music Active security (some issues here...) Positioning Cheap fashion & various styles Chic, simple, elegant & affordable Stores characteritics H&MZARA Merchandising audit

13. Stores characteritics PUMAADIDAS NEO Front display Not attractive No outfits No prices Attractive Seasonal Clear prices In-store display Wide product assortment By gender Just casual By gender & size Consumers Age 20 – 40 Sport driven Age 15 – 25 Save money Look fashion Merchandising audit

14. SignsClear division Sales People Helpful Young English speaker Helpful Young English speaker Convenience Bad fitting rooms Almost no mirrors Appropriate fitting rooms and mirrors Stores characteritics Merchandising audit

15. ExperiencePoor Good use of lights, colors, sounds Positioning High quality High prices Performance Trendy Cheap Teens Stores characteritics PUMAADIDAS NEO Merchandising audit

16. Stores characteritics SATURN Front display Focus on brand identification No products In-store display One area for each product category Brand division Special offers displays Consumers Age 15 – 65 60% alone 40% with relatives Merchandising audit

17. Signs Big signs showing product category areas Sales People Passive behavior Act as advisors on request Convenience Large aisles Clear pricing Big signs Staff available Stores characteritics SATURN Merchandising audit

18. Experience Noisy Ugly But some good specific diplays Positioning Discount store Focus on online stores Stores characteritics SATURN Merchandising audit

19. Recommendations Reduce a bit the product range So many items that it can become confusing Should create displays for articles on sales and have better price signs Should improve the experience (music, pictures…) Add a catwalk in fitting rooms and a sign to find the fitting room Add a section for men More personality in the store such as music, colors, lights More emphasis on the sport merchandise Better front display, with outfits, and clear prices Add a second salesman especially for busy hours More promotion types: not only this 3x2 cause if teens go there to save, they are not gonna spend 100 -200 just because they get another item with it Active staff for certain target groups More experience oriented More advisor oriented And clean this store! If not I will start to buy online!

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. - Problem Recognition Search for Relevant Information Evaluation of Alternatives Choice Decisions Purchase

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 this tablet So the other (the buyer) was listening to the experience of his friend The friend was showing how the tablet works and what you can do with it Finally the buyer asked a salesman to show him some other alternatives The buyer after having listening to the salesman came back to the tablet of his friend And ask for more information including the price of the keyboard Discussing if its relevant or to take 16gb or 32gb Finally he bought this tablet (Microsoft Surface 2) Problem Recognition Search for Relevant Information Evaluation of Alternatives Choice Decisions Purchase

22. B2B behavior Hypothesis 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 correlation between being motivated by values and being creative: 100% of the values oriented are creative If you focus too much on your values its more likely that you will be beaten by the opponent negociator: The 2 teams 100 % composed of values motivated persons scored below average as a team & on average in total.

23. B2B behavior Hypothesis Motivated by 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 likely you top score if your team is 100% composed of creative person. (the two top score as teams are 100% made of creative people).