PEEBLESCompetitive Store Survey

Junior Apparel

About the Retailer

Department StoreBig Rapids, MichiganThursday, May 26th, 200812:30 P.M.

Customer Profile

• Number of People• 1

• Average age• 50

• Gender Percent• 100 % Female

• Predominant Ethnicities• Caucasian

Customer Profile

Purchases Being Made◦None

Customer Service◦Store Associates very helpful

Customer Profile

Demographics◦Have 1 or 2 young children - $45,000/ year.◦Married females that live in small town

Psychographics◦Dates w/ husband when there is time.◦Vacations to Disney World with children.◦Cooks◦Enjoys Reading

Customer Profile

Does store atmosphere reflect customer characteristics?

◦Very clean store◦Relaxing music◦Laid back

Visual Presentation

Traffic Flow ◦2 aisles – 5 feet wide each◦Very easy shopping◦Racks full◦Next to Ladies Clothes

Visual Presentation

Type of fixtures◦Circle Racks◦4 Metal Rod Racks◦Tables

Visual Presentation

Product layout◦Arranged by Classification

Jeans, shirts, shorts, dresses. Clearance rack has every type of classification.

Visual Presentation

Signage◦White with red lining◦Clearance sign was all black

Stood out more

Merchandise Selection

Merchandise Categories◦Dresses, Pants, polos, shorts, shirts, jeans

Different Vendors◦Fang, Derek Heart, Jolt, Angels, Energie,

YOUnique, Self Esteem.

Merchandise Selection

Private label brands◦Union Bay

Only Product not on sale A little more expensive. Highest: $34.99 Lowest: $14.99 Quality is a little better.

Merchandise Selection

Price Points◦Highest: $36.00◦Lowest: $5.99◦Average: $14.99

Selection◦Broad and Shallow

Many different vendors◦Have a few products from each one

Merchandise Selection

Sizing◦Sufficient

Carry 1-3-5-7-9-11-13 in Pants, Jeans, Shorts S-M-L-XL in shirts

◦Very few smalls

Overstock◦Not allowed◦Everything is always out on the floor

Merchandise Selection

Clearance items◦Put into one rack where advertised.◦All types of classifications◦Rack very full.

Merchandise Selection

New items◦Dress / Shirt type product just went onto the

floor day before I came.

Competition

Why is Peebles a competitor to Perry’s?

Carries all Junior Apparel Classifications

Great AtmosphereQuality Prices

Strengths

What are Peeble’s Strengths?◦Clearance◦Great Atmosphere◦Union Bay◦Variety◦Quality of prices

How can we overcome?◦Marketing plan◦Quality of Products◦Private Label of our own◦Customer service (Gift Wrap)

Weaknesses

What are Peeble’s Weaknesses?◦Having everything on sale

Could hurt perception of Peeble’s◦No gift wrap◦Too many unknown brands

How could we take advantage?◦Have sales at certain times, and market them.◦Add gift wrap

Take customer service to…another level.◦Have name brands, along with a private label brand

People know products and trust them.