Analysis of the visitor survey for Beispiel GmbH Cologne, April 2009
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
I. Consulimus Information Visitor Survey Beispiel GmbH 3
1.1 Survey design Visitor Survey Beispiel GmbH 4
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 1 100 visitors in City 2 100 visitors in City 3 100 visitors in City 4 Visitor Survey Beispiel GmbH 5
1.1 Information regarding the survey design 140 2. Date 126 120 100 80 69 75 60 51 45 40 34 20 0 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
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. 0 50 100 150 200 250 300 350 400 Visitor Survey Beispiel GmbH 7
1.2 Sample Visitor Survey Beispiel GmbH 8
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
1.2 Information regarding the sample 29. Do you work? 200 180 160 180 160 140 120 100 80 60 40 39 20 4 15 0 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
1.2 Information regarding the sample 30. What is your monthly net income? 31% 21% 14% 3% 4% 17% 10% Up to 400 Euro 400-1000 Euro 1000-1500 Euro 1500-2000 Euro 2000-3000 Euro More than 3000 Euro No statement Visitor Survey Beispiel GmbH 11
II. Consulimus Results Visitor Survey Beispiel GmbH 12
2.1 Quota Visitor Survey Beispiel GmbH 13
Visitor Survey Beispiel GmbH 14
2.2 Intention of Visit Visitor Survey Beispiel GmbH 15
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
2.2.1 Searched items II 50 7a. Did you look for anything in particular? 45 44 40 40 35 32 30 28 27 25 20 22 19 15 10 12 11 10 5 0 Product A B C D E F G H I Other Visitor Survey Beispiel GmbH 17
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
2.2.3 Looked over & Purchased items 70 7b. Did you have a closer look on certain items? 7c. What did you buy? 60 60 53 56 50 40 44 36 47 41 34 34 40 43 30 26 24 20 10 14 19 9 13 11 11 17 0 Product C D B I A E F J G Other Visitor Survey Beispiel GmbH 19
2.2.4 Purchase information Visitor Survey Beispiel GmbH 20
2.2.5 Reasons for not buying I 100 9. Why did you not buy anything or everything you wanted? 90 86 80 73 70 60 50 46 40 30 20 21 21 18 15 10 0 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
2.2.5 Reasons for not buying II 100 9. Why did you not buy anything or everything you wanted? 90 80 70 60 50 40 30 20 10 9 7 6 4 3 2 2 0 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
2.2.5 Reasons for not buying III 100 9. Why did you not buy anything or everything you wanted? 90 80 70 60 50 40 30 20 10 0 1 1 0 0 0 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
2.3 Satisfaction Visitor Survey Beispiel GmbH 24
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 1,98 1 2 3 4 5 Visitor Survey Beispiel GmbH 25
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 1,98 1 2 3 4 5 Visitor Survey Beispiel GmbH 26
Visitor Survey Beispiel GmbH 27
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
2.4 Perception of Beispiel GmbH Visitor Survey Beispiel GmbH 29
2.4.1 Image Reliable Distrustable Premium Cheap Insider tip Mainstream Trendsetter Imitator Visitor Survey Beispiel GmbH 30
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
2.4.2 Competitors II *Other stores include: Store I Store J Visitor Survey Beispiel GmbH 32
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2.5 Buying behaviour Visitor Survey Beispiel GmbH 34
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
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
2.5.1 Buying inspiration (online) I 23. Which internet sites do you use regularly? 25 20 20 15 10 9 9 5 6 5 4 3 0 Homepage A B C D E F G Visitor Survey Beispiel GmbH 37
2.5.1 Buying inspiration (online) II 23. Which internet sites do you use regularly? 25 20 15 12 10 9 5 5 2 2 2 2 0 H I J Homepages of other stores Online shops Online magazines Online platforms Visitor Survey Beispiel GmbH 38
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 50-100 Euro 100-200 Euro 200-300 Euro More than 300 Euro No statement Visitor Survey Beispiel GmbH 39
2.6 Marketing tools Visitor Survey Beispiel GmbH 40
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III. Consulimus Potential for Improvement* *The following verbatim quotes reflect percieved potential for improvement Visitor Survey Beispiel GmbH 42
3.1 Offer Visitor Survey Beispiel GmbH 43
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
3.2 Sales floor Visitor Survey Beispiel GmbH 45
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
3.3 Customer Service Visitor Survey Beispiel GmbH 47
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
IV. Consulimus Contact Visitor Survey Beispiel GmbH 49
4. Contact Consulimus AG Gottfried-Hagen-Str. 20 51105 Cologne, Germany Contact person: Fabian Molzberger Tel.: +49 (221) 7887 45 12 E-Mail: molzberger@consulimus.de Web: www.consulimus.de Visitor Survey Beispiel GmbH 50