Analysis of the visitor survey for

Transcription

1 Analysis of the visitor survey for Beispiel GmbH Cologne, April 2009

2 Contents I. Consulimus Information II. 1. Survey design 2. Sample Consulimus Results 1. Quota 2. Intention of Visit 3. Satisfaction 4. Perception of Beispiel GmbH 5. Buying behaviour 6. Marketing tools III. Consulimus Potential for improvement 1. Offer 2. Sales floor 3. Customer Service V. Consulimus Contact Visitor Survey Beispiel GmbH 2

3 I. Consulimus Information Visitor Survey Beispiel GmbH 3

4 1.1 Survey design Visitor Survey Beispiel GmbH 4

5 1.1 Information regarding the survey design Objective: Increase purchase frequency by improving visitor satisfaction Type: Personal interviews of visitors of Beispiel GmbH Period: 2nd March 7th March 2009 Location: A total of 400 visitors have been interviewed, thereof: 100 visitors in City visitors in City visitors in City visitors in City 4 Visitor Survey Beispiel GmbH 5

6 1.1 Information regarding the survey design Date Monday, 2nd March 2009 Tuesday, 3rd March 2009 Wednesday, 4th March 2009 Thursday, 5th March 2009 Friday, 6th March 2009 Saturday, 7th March 2009 Visitor Survey Beispiel GmbH 6

7 1.1 Information regarding the survey design 3. Time 10:00 a.m. - 01:00 p.m. 01:00 p.m. - 05:00 p.m. 05:00 p.m. - 08:00 p.m Visitor Survey Beispiel GmbH 7

8 1.2 Sample Visitor Survey Beispiel GmbH 8

9 1.2 Information regarding the sample Sex: Of 400 visitors, there are 50% female (200 visitors) 50% male (200 visitors) Age: The average age is 29 years Over 70% of all interviewed visitors are between 20 and 40 years old Visitor Survey Beispiel GmbH 9

10 1.2 Information regarding the sample 29. Do you work? Yes, full-time Yes, part-time No, I am studying / doing a training No, looking for a job No, housewife / houseman Visitor Survey Beispiel GmbH 10

11 1.2 Information regarding the sample 30. What is your monthly net income? 31% 21% 14% 3% 4% 17% 10% Up to 400 Euro Euro Euro Euro Euro More than 3000 Euro No statement Visitor Survey Beispiel GmbH 11

12 II. Consulimus Results Visitor Survey Beispiel GmbH 12

13 2.1 Quota Visitor Survey Beispiel GmbH 13

14 Visitor Survey Beispiel GmbH 14

15 2.2 Intention of Visit Visitor Survey Beispiel GmbH 15

16 2.2.1 Searched items I 7a. Did you look for anything in particular? 191; 48% 206; 52% Yes No Visitor Survey Beispiel GmbH 16

17 2.2.1 Searched items II 50 7a. Did you look for anything in particular? Product A B C D E F G H I Other Visitor Survey Beispiel GmbH 17

18 2.2.2 Closer look on certain items 7b. Did you have a closer look on certain items? 184; 47% 208; 53% Yes No Visitor Survey Beispiel GmbH 18

19 2.2.3 Looked over & Purchased items 70 7b. Did you have a closer look on certain items? 7c. What did you buy? Product C D B I A E F J G Other Visitor Survey Beispiel GmbH 19

20 2.2.4 Purchase information Visitor Survey Beispiel GmbH 20

21 2.2.5 Reasons for not buying I Why did you not buy anything or everything you wanted? Did not find what I was looking for Offer not my taste Prices too high Will have a look at other shops first No purchase intention Not enough offer Insecure, will rethink it Visitor Survey Beispiel GmbH 21

22 2.2.5 Reasons for not buying II Why did you not buy anything or everything you wanted? No time Financial reasons Companion discouraged me from buying Quality not convincing No service Sales persons too obtrusive Bad service Visitor Survey Beispiel GmbH 22

23 2.2.5 Reasons for not buying III Why did you not buy anything or everything you wanted? Store too crowded Cash desk queue too long Store construction not easy Bad visual merchandising Music too loud 5 Other Visitor Survey Beispiel GmbH 23

24 2.3 Satisfaction Visitor Survey Beispiel GmbH 24

25 2.3.1 Satisfaction with I Price / Value 2,45 Quality 2,17 Diversity of offer 2,43 Visual merchandise Arrangement in the store in general Atmosphere 1,84 2,03 1,99 Arrangement of sales floor 2,24 Cleanliness in the store 1,58 Neatness of the store 1,61 Overall impression 1, Visitor Survey Beispiel GmbH 25

26 2.3.1 Satisfaction with II Music 2,21 Light 1,89 Friendliness of sales persons 1,51 Expertise of sales persons 1,66 Look of sales persons 1,60 Possibility of return / exchange of items 2,16 Overall impression 1, Visitor Survey Beispiel GmbH 26

27 Visitor Survey Beispiel GmbH 27

28 2.3.4 Overall impression Reasons for not returning / not recommending Beispiel GmbH: Items too expensive Not enough offer Quality not convincing No service Visitor Survey Beispiel GmbH 28

29 2.4 Perception of Beispiel GmbH Visitor Survey Beispiel GmbH 29

30 2.4.1 Image Reliable Distrustable Premium Cheap Insider tip Mainstream Trendsetter Imitator Visitor Survey Beispiel GmbH 30

31 2.4.2 Competitors I 17. Where else do you go shopping? 25% 20% 19% 18% 15% 14% 13% 12% 10% 10% 7% 5% 5% 3% 0% Store A B C D E F G H Other* Visitor Survey Beispiel GmbH 31

32 2.4.2 Competitors II *Other stores include: Store I Store J Visitor Survey Beispiel GmbH 32

33 Visitor Survey Beispiel GmbH 33

34 2.5 Buying behaviour Visitor Survey Beispiel GmbH 34

35 2.5.1 Buying inspiration 21. Where do you get buying inspirations? 30% 25% 23% 21% 20% 15% 15% 10% 5% 12% 10% 8% 6% 5% 1% 0% Friends Magazines Radio Brochures TV Test reports Sales persons Internet A little bit of everything above Visitor Survey Beispiel GmbH 35

36 2.5.1 Buying inspiration (print) 22. Which magazines do you read? 30% 20% 13% 4% 5% 5% 6% 6% 11% Magazine A B C D E F G H Other Visitor Survey Beispiel GmbH 36

37 2.5.1 Buying inspiration (online) I 23. Which internet sites do you use regularly? Homepage A B C D E F G Visitor Survey Beispiel GmbH 37

38 2.5.1 Buying inspiration (online) II 23. Which internet sites do you use regularly? H I J Homepages of other stores Online shops Online magazines Online platforms Visitor Survey Beispiel GmbH 38

39 2.5.3 Product spending 24. How much money do you spend for the offered product type in a month? 14% 2% 5% 9% 40% 30% Less than 50 Euro Euro Euro Euro More than 300 Euro No statement Visitor Survey Beispiel GmbH 39

40 2.6 Marketing tools Visitor Survey Beispiel GmbH 40

41 Visitor Survey Beispiel GmbH 41

42 III. Consulimus Potential for Improvement* *The following verbatim quotes reflect percieved potential for improvement Visitor Survey Beispiel GmbH 42

43 3.1 Offer Visitor Survey Beispiel GmbH 43

44 3.1 Offer Greater variety of offer, especially in section A in section D Improve quality of items Greater diversity of product styles Visitor Survey Beispiel GmbH 44

45 3.2 Sales floor Visitor Survey Beispiel GmbH 45

46 3.2 Sales floor Enlarge store size Rearrange floor division to make it more spacious and clear Improve visual merchandising, i.a. through Photographs / Pictures of items Brighter lighting Arrange product type K in a seperate department / division Better window presentation Visitor Survey Beispiel GmbH 46

47 3.3 Customer Service Visitor Survey Beispiel GmbH 47

48 3.3 Customer Service Reduce prices Return of items for money Offer more bargains Sales persons should be more friendly and approaching More advertisement Launch a Beispiel GmbH customer card Expand to more stores Offer water / coffee Visitor Survey Beispiel GmbH 48

49 IV. Consulimus Contact Visitor Survey Beispiel GmbH 49

50 4. Contact Consulimus AG Gottfried-Hagen-Str Cologne, Germany Contact person: Fabian Molzberger Tel.: +49 (221) Web: Visitor Survey Beispiel GmbH 50