Retail insights

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Insights in retail customer behavior, how parents cause purchases, and how children get influenced

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Retail insights

  1. 1. RETAIL INSIGHT: SPENDING PATTERNS AT SCHOOL EXHIBITIONS
  2. 2. The events • Exhibitions run by an omni-channel retailer which specialises in the K-12 segment. • Children between 3-10 years, mainly till 9 years • Illustrative event days – Christmas carnival, on a public holiday • Children accompanied by parents; sometimes with grandparents – Annual day related talent day, on a week day • Children accompanied primarily by mothers; sometimes with grand-parents 2
  3. 3. Our preliminary observations 1 2 3 4 5 6 Environment makes a difference Fathers buy differently from mothers Technology awareness is still low Customer discretion plays an important part Customer centric assortment / merchandising Influence of television 3
  4. 4. Environment • The situation and environment does make a significant difference in the consumer behavior and content of each cart /shopping basket. – A large fete /carnival gets consumers to buy more fun filled items and products e.g. color supplies sold more – Inside school exhibition, caused a larger focus on books, CDs etc. 4
  5. 5. Which parent buys • Whether it’s the father or the mother buying – Mothers wean children away from entertainment related items, and away from “non-required” coloring or stationery material – Fathers are more generous about non-books or noneducational items, and also tend to spend more; and also linger longer 5
  6. 6. Technology awareness • Parents were clearly from the affluent sections of the society – but their technology awareness is still lower than expected. – Many still buy large number of books from brick and mortar stores at non-discounted prices – Unaware that purchasing on the internet will get them discounts, or free home delivery 6
  7. 7. Customer discretion • Customer discretion plays an important part in final purchases – Parents largely influence purchases made for children – Parents (especially mothers) make a negative purchase decision for potential “bad influences” e.g. Hannah Montana, Barbie etc. 7
  8. 8. Customer centricity • Assortment – Important to ensure assortment covered spread of target consumers – Assortment spread across books, CDs, Video and stationery helped • Visual merchandising – Colorful stationery displayed in the visible centre attracts children into the store – Spreading out books across two sections helped distribute the consumers across limited space – Hannah Montana, Barbie, Ben 10, Pepper, Dora and Doaremon towards the outer edges of the store attracted consumers into the store – Children’s worksheets at checkout pulled people in, and also caused stock out of worksheets 8
  9. 9. Television in our lives • Television does indeed play an important part in our lives and certainly in the lives of children – Barbie, Hanna Montana, Scooby Doo, Bob the Builder, Ben10, Doraemon are hit characters – Chhota Bheem is extremely popular and children wanted to pick Chhota Bheem DVDs. • Mothers weaned their children away mentioning that it would be a waste of money since Chhota Bheem is being shown on the tube 9
  10. 10. OUTSOURCING STRATEGY IT ADVISORY LEARNING STRATEGY RETAIL OFFSHORING STRATEGY PROCESS ENGINEERING TRAINING CONSUMER PRODUCTS CIO ON TAP PROJECT MANAGEMENT CONTENT DEVELOPMENT STARTUP ADVISORY +91 9980711477 | +91 9980525553 reach@delhigate.com

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