RETAIL RESEARCH

In-Store Attribute Importance Survey Findings Peshwa acharya

Objectives/Methodology
Objectives:
Determine which of the in-store attributes are most important to consumer electronics shoppers during the holiday shopping season
Methodology:
An online survey was conducted and sampled the following groups:
General population (301 – 40% female(124), 60% male(177))
Jill (101)
Barry(100)
Buzz(100)
BBFB(100)
Ray(102)
Total sample was 804
Respondents were asked to rate 27 individual attributes on a scale of 1-10 (with 1 being not at all important and 10 being extremely important). The attributes were related to:
Sales Personnel
Products
Checkout
Overall Store
Page

Page Attribute Importance by Category Product knowledge Availability Friendliness Ability to demonstrate Checkout Products Speed of checkout Friendliness of cashier Gift Receipts Accurate pricing Prices clearly marked Items in stock Product easily accessible Organization of products “ Hot” products easy to find Attentiveness (undivided attention) Ability to match product to needs Not on commission Grooming High Medium Low Cash only checkout lane Sales Personnel Attribute Importance Availability of parking Cleanliness of store Depts clearly marked Extended shopping hours Weekly Ad available in-store Availability of shopping carts Ability of greeter to point in right direction Being greeted upon entering Holiday music playing in-store Overall Store “ High” importance ranked 1-10 in overall importance, “Medium” importance ranked 11-19 in overall importance and “Low” ranked 20 – 27 in overall importance

Top 10 Attributes by Category Page ATTRIBUTES RANK % OF RESPONDENTS THAT RANKED ATTRIBUTE 9 OR 10 PRODUCT RELATED Accurate pricing Prices clearly marked Items in stock Product easily accessible Organization of products 1 2 3 5 9 75.5% 72.8% 72.6% 592% 48.3% SALES PERSONNEL Product knowledge Availability Friendliness Ability to demonstrate how to use 4 6 8 10 60.7% 55.2% 48.3% 47.5% CHECKOUT Speed 6 55.2%

Key Findings
The data suggests that accurate pricing and having product in-stock are most important to customers during holiday shopping; however, more than 50% of customers surveyed also ranked product knowledge and availability of sales personnel as having high importance
Although females placed a significantly greater level of importance on almost all attributes than males, the order of importance is consistent between the two groups
The top ten attributes were relatively consistent between the general population and the customer segments
Page

Recommendations
Since customers indicated that the three most important attributes during holiday shopping are accurate pricing, clearly marked prices and having product in-stock, it is critical that focus is placed on these merchandising tasks
In the past, our merchandising audits have shown that pricing accuracy and in-stock levels decline during November and December
According to last year’s Nov/Dec Loyalty 1 results approximately 44% of purchasing customers indicated that they intended to purchase another product but didn’t because they could not find the product
Page

APPENDIX

All Attributes – Importance Rank Order
Accurate pricing
Prices clearly marked
Items in stock
SA product knowledge
Products easily accessible
SA availability
Speed of checkout
Friendliness of sales associate
Organization of products
SA ability to demonstrate product
Availability of parking
SA attentiveness
Cleanliness of store
Depts clearly marked
Friendliness of cashier
“ Hot” items easy to find
SA ability to match product
Extended shopping hours
Weekly ad available in-store
Gift receipts
SA not on commission
Availability of shopping carts
SA grooming
Ability of greeter to point in right direction
Cash only checkout lane
Being greeted upon entering
Holiday music
Page Ranked 9 or 10 on the importance scale

Males/Females
Males (Gen Pop)
Accurate pricing
Items in stock
Sales Assoc Product Knowledge
Speed of Checkout
Sales Assoc availability
Parking availability
Sales Assoc ability to demonstrate
Females (Gen Pop)
Accurate pricing
Items in stock
Sales Assoc friendliness
Speed of checkout
Page Ranked 9 or 10 on the importance scale Blue highlight indicates difference between two groups among top 10 attributes

Males and females rank the attributes in a similar order; however, the level of importance is significantly greater for females than males Page % of respondents that ranked attribute 9 or 10 Base = 804

Jill/Females
Jill
Items in stock
Accurate pricing
Sales Assoc product knowledge
Speed of Checkout
Females (Gen Pop)
Accurate pricing
Items in stock
Speed of checkout
Page Jill customers and females ranked the attributes in a similar order Blue highlight indicates difference between two groups among top 10 attributes Ranked 9 or 10 on the importance scale

Barry/Males
Barry
Accurate pricing
Items in stock
Speed of Checkout
Sales Assoc ability to demonstrate how to use product
Males (Gen Pop)
Accurate pricing
Items in stock
Speed of Checkout
Page The top ten attributes among Barry customers and males are the same Blue highlight indicates difference between two groups among top 10 attributes Ranked 9 or 10 on the importance scale

Ray/Males
Ray
Accurate pricing
Items in stock
Speed of Checkout
“ Hot” products easy to find
Males (Gen Pop)
Accurate pricing
Items in stock
Speed of Checkout
Page Eight out of ten of the most important attributes are the same among Ray customers and males Blue highlight indicates difference between two groups among top 10 attributes Ranked 9 or 10 on the importance scale

Buzz/Males
Buzz
Accurate pricing
Items in stock
Speed of checkout
Males (Gen Pop)
Accurate pricing
Items in stock
Speed of Checkout
Page The order of importance of the attributes are not very different between Buzz customers and male customers Blue highlight indicates difference between two groups among top 10 attributes Ranked 9 or 10 on the importance scale

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RETAIL RESEARCH

by PESHWA ACHARYA on Nov 19, 2009

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RETAIL RESEARCH — Presentation Transcript