Presented by Element. Worked with five other students to create a consumer behavior analysis for the Burlington L.L. Bean. Our analysis included a Stated Objective, Company Overview, Location and Consumer Research, CBA Roadmap, Interview Results, and Recommendations.

1. Consumer Behavior Analysis
Presented by Element
Hannah Hook, Noah Kidney, Will Lanthier, Earl Thompson,
and Mae Sullivan

2. Our Experience with the Brand

4. ❏ History
❏ Est. 1912 by Leon Leonwood Bean
❏ Maine Hunting Shoe → Bean Boot
❏ Overcame early adversity
❏ Values
❏ Durable, high-quality products
❏ Unparalleled customer service
❏ Maintaining tradition yet moving
forward
❏ the Signature Line
❏ e-commerce
Recap

5. TOWN CENTER MALL
BURLINGTON, VT
FLAGSHIP STORE
FREEPORT, MN

6. ❏ Burlington Town Center Mall in downtown Burlington
❏ Across from bus station
❏ Signage for no smoking and loitering
❏ Hub for active, outdoorsy individuals
❏ A lot of opportunities for outdoor activities
❏ Starting to branch out into college towns
Location

7. Demographics
❏ Current market-
50-60 year olds
Targeting- 30-40 year
olds
❏ Surrounding towns
and suburbs have a
higher percentage of
families
❏ Company prides
itself on community
outreach programs
❏ L.L. Bean is
currently working
towards and is
conscious about
having a diversely
represented brand

9. ❏ Simulated Terrain
❏ Engaging Stairs
❏ Signage
Year 1: Changing the Burlington Storefront

10. ❏ Summer Concert
❏ Road Race
❏ Horse Drawn Carriage Ride
Year 2: Engaging Events

11. ❏ Two 14-story residential towers
❏ $200 million makeover of the
Burlington Town Center mall.
❏ Built on the Cherry Street side
❏ New street entrances for retailers
on Bank and Cherry streets
❏ Redesigned Church Street
entrance will blend in better with
the surrounding historic
buildings.
Source: Seven Days
http://www.sevendaysvt.com/OffMessage/archives/2
015/05/06/a-new-high-burlington-town-center-plan-i
ncludes-14-story-towers
Year 3: Mall Expansion

12. ❏ Demographics
❏ Increase the target market to cater more to college aged consumers.
❏ Utilize social media to reach the age group of 18-25.
❏ Create deals and promotions aimed at college students.
❏ Put on an event at UVM or Champlain College.
Year 4: Increase the Target Audience

13. ❏ Right off of Church street is one
of the most tourist-heavy parts of
Burlington.
❏ Many stores in Burlington have
started in one place and have
moved to a larger location.
Year 5: Relocation

14. Based on our research
We suggest a 5 Year Plan
Read it. Follow it.
In Conclusion...

15. ❏ Boosts in sales
❏ Increased traffic into store
❏ Better store experience
❏ Improved brand reputation
❏ More active with local community
❏ Access to new demographics
❏ Current goal of L.L. Bean
❏ Expansion / Relocation
❏ Preservation of company values
❏ Feel of other L.L. Beans
❏ Increased customer satisfaction
❏ Easier to navigate
Benefits of the 5 Year Plan

16. Citations
Demographics Information and Graphic:
❏ http://bit.ly/1Rpnxqn
L.L. Bean Pictures:
❏ http://www.pcconstruction.com/ll-bean/
❏ http://edoublem.blogspot.com/2012/05/ll-bean-signature-fallwinter-2012.html
❏ https://s-media-cache-ak0.pinimg.com/236x/7f/0d/e9/7f0de9c8500a35d4a317ea86c8fdb72a.jpg
❏ https://livemusicdaily.com/2015/04/21/twiddle-and-moe-to-headline-two-shows-on-burlingtons-waterfr
ont-on-august-7th-8th/
❏ http://pss.uvm.edu/ppp/towerlogo2C.jpg
❏ https://vtcolleges.org/images/color_logos/champlain_logo_color.png
❏ https://www.seeklogo.net/wp-content/uploads/2013/11/facebook-flat-vector-logo-400x400.png
❏ https://pmcdeadline2.files.wordpress.com/2014/06/twitter-logo.png
❏ http://www.clker.com/cliparts/a/J/e/e/n/p/dark-green-pine-hi.png