1. Retail Audit Sophia Kuhl Shakhribonu Tursunova Julia Volkova http://trust-new.altedit.ru/retail-audit.html http://blog.compliantia.com/2010/01/21/mystery-shopping-vs-district-manager-store-walks-2/

2. Outline Hypothesis Test Store 1 - Jack Wolfskin Purchase 1 Store 2 – The North Face Store 3 - Pandora Store 4 - Swarovski Purchase 2 Store 5 - WMF B2B Hypothesis

3. Hypothesis Test Purchase 1Purchase 1 North FaceNorth Face PandoraPandora Jack- Wolfskin SwarovskiSwarovski Purchase 2Purchase 2 WMFWMF B2B Hypothesis https://delivermagazine.com/2012/07/getting-to-know-your-target-audience/ http://justmysociologicalimagination.wordpress.com/2013/03/21/week-10-gender-inequality/ H2: Demographics and CDM styles Cluster analysis to group informants into CDM styles 30 unique combinations of the attributes 0RFP (no „very high style“, recreational conscious, fashion conscious, perfectionist) included nearly all females and only two men Gender is most affecting factor for the cluster group membership Hypothesis Test

4. The Store Rather small store A lot of clothes in a condensed space High traffic Purchase 1Purchase 1 North FaceNorth Face PandoraPandora SwarovskiSwarovski Purchase 2Purchase 2 WMFWMF B2B Hypothesis Hypothesis Test http://www.shopandmall.ru/new.php?news=11360 Jack- Wolfskin

5. Purchase 1Purchase 1 North FaceNorth Face PandoraPandora SwarovskiSwarovski Purchase 2Purchase 2 WMFWMF B2B Hypothesis Hypothesis Test http://www.shopandmall.ru/new.php?news=11360 Fitting room was blocked with boxes, only two mirrors Displays were not always matching the goods offered Light was shady Jack- Wolfskin The Store

6. Purchase 1Purchase 1 North FaceNorth Face PandoraPandora SwarovskiSwarovski Purchase 2Purchase 2 WMFWMF B2B Hypothesis Hypothesis Test http:// www.shopandmall.ru/new.php?news=11360 Couples and women Age range: 25-55 Middle class income Not very stylish Average not very wealthy Many people were already wearing Jack Wolfskin Jack- Wolfskin The Customers

7. Purchase 1Purchase 1 North FaceNorth Face PandoraPandora SwarovskiSwarovski Purchase 2Purchase 2 WMFWMF B2B Hypothesis Hypothesis Test http:// www.shopandmall.ru/new.php?news=11360 Two salespeople, one (male 20 and 30) No contact with customers when they entered People had to ask them actively if they wanted assistance Jack- Wolfskin Salespeople

8. Purchase 1Purchase 1 North FaceNorth Face PandoraPandora SwarovskiSwarovski Purchase 2Purchase 2 WMFWMF B2B Hypothesis Hypothesis Test http:// www.shopandmall.ru/new.php?news=11360 Train your staff better Improve store decoration Better structure in the store Better lighting facilities Jack- Wolfskin Recommendations

9. Purchase 1 North FaceNorth Face PandoraPandora SwarovskiSwarovski Purchase 2Purchase 2 WMFWMF B2B Hypothesis Hypothesis Test Jack Wolfskin http://www.123rf.com/photo_13533502_i-love-shopping-icon-the-heart-is-made-from-different-female-fashion- items.html Emma, 48 years old Highly educated, eco friendly, self-confident Had one arm and looked for a winter coat, tried 10 coats Decision making process < 1 hour (compared to a man 5 minutes) Purchase: decided for a brown one for 199€ (cheapest one) Purchase 1Purchase 1

10. Decision-making process North FaceNorth Face PandoraPandora SwarovskiSwarovski Purchase 2Purchase 2 WMFWMF B2B Hypothesis Hypothesis Test Jack Wolfskin http://www.123rf.com/photo_13533502_i-love-shopping-icon-the-heart-is-made-from-different-female-fashion- items.html “I need a warm coat with good quality. Must be possible to use the zipper with one arm only” Research online what is good value for money, talk to friends/relatives about the products of Outdoor brands. She decides for Jack Wolfskin! Trying on 10 different coats but she wanted only one of this brand (didn’t leave the store in between). I take the brown one, I don’t like a too exotic color and this is the least expensive one. She opened a customer account for Jack Wolfskin to make it easier for her to make use of her 2-year warranty. Purchase 1Purchase 1 Purchase 1 Need Recognition Information Search Evaluate Alternatives Purchase Decision Post Purchase

11. Purchase 1 North FaceNorth Face PandoraPandora SwarovskiSwarovski Purchase 2Purchase 2 WMFWMF B2B Hypothesis Hypothesis Test Jack Wolfskin http://www.123rf.com/photo_13533502_i-love-shopping-icon-the-heart-is-made-from-different-female-fashion- items.html Purchase 1Purchase 1 End MeansHigh-End Coat AttributeTrusted brand Functional ConsequenceHave a high-quality, functional coat Terminal ValueStay warm with a high-quality winter coat

12. The StorePandoraPandora SwarovskiSwarovski Purchase 2Purchase 2 WMFWMF B2B Hypothesis Hypothesis Test Jack Wolfskin Purchase 1Purchase 1 http://www.outdoor-test.de/statuscheck-nachhaltigkeit-the-north-face-2776 Bigger store Loud electronic music More space for people Very good lighting Not crowded North FaceNorth Face

13. PandoraPandora SwarovskiSwarovski Purchase 2Purchase 2 WMFWMF B2B Hypothesis Hypothesis Test Jack Wolfskin Purchase 1Purchase 1 http:// www.outdoor-test.de/statuscheck-nachhaltigkeit-the-north-face-2776 More men, some women (30-55) & couples Customers look wealthier More upscale clothes Women were wearing make-up and even heels North FaceNorth Face The Customers

14. PandoraPandora SwarovskiSwarovski Purchase 2Purchase 2 WMFWMF B2B Hypothesis Hypothesis Test Jack Wolfskin Purchase 1Purchase 1 http:// www.outdoor-test.de/statuscheck-nachhaltigkeit-the-north-face-2776 Two salespeople (male early thirties) Were friendly and professional Matched the “trendy” atmosphere in the shop North FaceNorth Face Salespeople

15. PandoraPandora SwarovskiSwarovski Purchase 2Purchase 2 WMFWMF B2B Hypothesis Hypothesis Test Jack Wolfskin Purchase 1Purchase 1 http:// www.outdoor-test.de/statuscheck-nachhaltigkeit-the-north-face-2776 Better store location in the mall Empty stores are not very attractive Have an attention-grabbing shelf in the entrance area Recommendations North FaceNorth Face

16. The Store SwarovskiSwarovski Purchase 2Purchase 2 WMFWMF B2B Hypothesis Hypothesis Test Jack Wolfskin Purchase 1Purchase 1 North FaceNorth Face http:// vintageland.org/bizhuterija-braslety-pandora Very structured store Counter with salespeople Bright colors & good lighting Display with the newest part of the collection and explanation PandoraPandora

17. SwarovskiSwarovski Purchase 2Purchase 2 WMFWMF B2B Hypothesis Hypothesis Test Jack Wolfskin Purchase 1Purchase 1 North FaceNorth Face http:// vintageland.org/bizhuterija-braslety-pandora Young couple & woman in her end-twenties Mainly females or accompanying males PandoraPandora The Customers

18. SwarovskiSwarovski Purchase 2Purchase 2 WMFWMF B2B Hypothesis Hypothesis Test Jack Wolfskin Purchase 1Purchase 1 North FaceNorth Face http:// vintageland.org/bizhuterija-braslety-pandora 4 salespeople and no customer Were chatting but gave good advice and were friendly Too many of them for the number of customers PandoraPandora Salespeople

19. Recommendations SwarovskiSwarovski Purchase 2Purchase 2 WMFWMF B2B Hypothesis Hypothesis Test Jack Wolfskin Purchase 1Purchase 1 North FaceNorth Face http:// vintageland.org/bizhuterija-braslety-pandora Decrease the number of salespeople Music that supports the atmosphere of the store PandoraPandora

20. The Store Purchase 2Purchase 2 WMFWMF B2B Hypothesis Hypothesis Test Jack Wolfskin Purchase 1Purchase 1 North FaceNorth Face PandoraPandora http:// www.ma3.ru/index.php?pd=2&k=1&b=176 Rather small store Traffic rather high for the size of the store Attracting shelf with shiny rings (men and woman) Color scheme blue/silver Lighted displays Not very broad entrance Attentive Salespeople SwarovskiSwarovski

21. Mainly woman (40+); younger couples Men (in their 20 and 50s) looking for presents Rather upscale people, women wearing make-up & expensive clothes Younger people not very upscale, more looking for a special gift Purchase 2Purchase 2 WMFWMF B2B Hypothesis Hypothesis Test Jack Wolfskin Purchase 1Purchase 1 North FaceNorth Face PandoraPandora http:// www.ma3.ru/index.php?pd=2&k=1&b=176 SwarovskiSwarovski The Customers

22. Purchase 2Purchase 2 WMFWMF B2B Hypothesis Hypothesis Test Jack Wolfskin Purchase 1Purchase 1 North FaceNorth Face PandoraPandora http:// www.ma3.ru/index.php?pd=2&k=1&b=176 More space for each piece in the shelf Better store location (space for window displays) Better visibility for the store from the distance (Marquee) Redommendations SwarovskiSwarovski

23. Purchase 2 Monika (55), married with two kids, housewife, wealthy, educated Family-oriented, traditional Wanted to buy a bracelet for her niece She had one in light blue already It took her 25 minutes to make the decision WMFWMF B2B Hypothesis Hypothesis Test Jack Wolfskin Purchase 1Purchase 1 North FaceNorth Face PandoraPandora SwarovskiSwarovski http:// www.123rf.com/photo_13533502_i-love-shopping-icon-the-heart-is-made-from-different-female-fashion- items.html Purchase 2Purchase 2

24. Purchase 2 WMFWMF B2B Hypothesis Hypothesis Test Jack Wolfskin Purchase 1Purchase 1 North FaceNorth Face PandoraPandora SwarovskiSwarovski http://www.123rf.com/photo_13533502_i-love-shopping-icon-the-heart-is-made-from-different-female-fashion-items.html Decision-making process “I want a charm bracelet for my niece from Swarovski. She liked the light blue one already.” Ask niece what she wants for Christmas and where the next Swarovski store is. She knew about the former bracelet but had to decide for a further color and the additional pieces (two more colors on offer). I take the navy blue one because I like the color and my niece will like it as well. She ordered an additional piece (star) for the bracelet and will go back to pick it up. She got a discount for the Swarovski loyalty program. Need Recognition Information Search Evaluate Alternatives Purchase Decision Post Purchase Purchase 2Purchase 2

25. Purchase 2 WMFWMF B2B Hypothesis Hypothesis Test Jack Wolfskin Purchase 1Purchase 1 North FaceNorth Face PandoraPandora SwarovskiSwarovski http:// www.123rf.com/photo_13533502_i-love-shopping-icon-the-heart-is-made-from-different-female-fashion- items.html Purchase 2Purchase 2 End MeansFancy Jewelry AttributeLuxury brand Functional ConsequenceMeet her niece‘s taste Terminal ValueBe regarded as good aunt

26. B2B Hypothesis Hypothesis Test Jack Wolfskin Purchase 1Purchase 1 North FaceNorth Face PandoraPandora SwarovskiSwarovski Purchase 2Purchase 2 http:// www.brandprofiles.com/wmf-3-logo Structured Aisles not too narrow A lot of display samples (touch everything) Even samples for knives to try out cutting Very good lighting Background lounge music Attentive salespeople WMFWMF The Store

27. B2B Hypothesis Hypothesis Test Jack Wolfskin Purchase 1Purchase 1 North FaceNorth Face PandoraPandora SwarovskiSwarovski Purchase 2Purchase 2 http:// www.brandprofiles.com/wmf-3-logo Female (40+), Upper middle class, Upscale clothes & wearing make-up Men (40+) alone looking for presents The Customers WMFWMF

28. B2B Hypothesis Hypothesis Test Jack Wolfskin Purchase 1Purchase 1 North FaceNorth Face PandoraPandora SwarovskiSwarovski Purchase 2Purchase 2 http:// www.brandprofiles.com/wmf-3-logo Real food in store is nice, but make it look hygienic Keep the area for show-cooking clean Recommendations WMFWMF

29. B2B Hypothesis Hypothesis Test Jack Wolfskin Purchase 1Purchase 1 North FaceNorth Face PandoraPandora SwarovskiSwarovski Purchase 2Purchase 2 WMFWMF http:// creafety.wordpress.com/2011/10/03/hypothesis-in-quantitative-research / Hypothesis 1. There is a correlation between the age and the type of motivation. The younger the people are, the more they are motivated by achievements. B2B Hypothesis

30. Thank you for your attention!