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
Attribute Jimmy Choo Lacoste Red Wing Karstadt BossLayout 5 4 3 3 5Crowded/Not Crowded 5 2 3 4 5Store’s Interior Floor Covering 4 3 5 3 3Store Fixtures 5 3 3 3 5Width of the Aisles 3 4 2 4 5Signage/Displays 4 2 4 3 4Storefront Signs 5 - 5 3 5Marquee 3 - 3 3 5Entrances 4 - 3 3Window Displays 5 - 5 3 5Sensory Experience Lighting 5 3 2 3 5Color 5 3 5 3 5Noise 5 2 2 4 4Smells 5 3 3 2 5Temperature 5 3 3 4 3
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 boyfriendDecider/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
Young couple
Attribute Price/quality ratio
Quality Fashion
Functional consequence
Saving money
Long-lasting
Exclusivity
Terminal value
Durable shoe
Protection Individuality
Mature couple
Buyer/Decider/Influencer/User: the husbandUser: 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
Attribute Quality Prestige Trusted brand
Functional consequence
Long-lasting
Appear wealthy
More comfort
Terminal value
Protection Esteem Reliable shoe in any situation
Companies that value and promote creative approaches are more prone to be socially responsible in negotiations.
B2B hypothesis
Images
• Own property
Sources