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  1. 1. PEEBLES<br />Competitive Store Survey<br />Junior Apparel<br />
  2. 2. About the Retailer<br /><ul><li>Department Store
  3. 3. Big Rapids, Michigan
  4. 4. Thursday, May 26th, 2008
  5. 5. 12:30 P.M.</li></li></ul><li>Customer Profile<br /><ul><li>Number of People
  6. 6. 1
  7. 7. Average age
  8. 8. 50
  9. 9. Gender Percent
  10. 10. 100 % Female
  11. 11. Predominant Ethnicities
  12. 12. Caucasian</li></li></ul><li>Customer Profile<br />Purchases Being Made<br />None<br />Customer Service<br />Store Associates very helpful<br />
  13. 13. Customer Profile<br />Demographics<br />Have 1 or 2 young children - $45,000/ year.<br />Married females that live in small town<br />Psychographics<br />Dates w/ husband when there is time.<br />Vacations to Disney World with children.<br />Cooks<br />Enjoys Reading<br />
  14. 14. Customer Profile<br />Does store atmosphere reflect customer characteristics?<br />Very clean store<br />Relaxing music<br />Laid back<br />
  15. 15. Visual Presentation<br />Traffic Flow <br />2 aisles – 5 feet wide each<br />Very easy shopping<br />Racks full<br />Next to Ladies Clothes<br />
  16. 16. Visual Presentation<br />Type of fixtures<br />Circle Racks<br />4 Metal Rod Racks<br />Tables<br />
  17. 17. Visual Presentation<br />Product layout<br />Arranged by Classification<br />Jeans, shirts, shorts, dresses.<br />Clearance rack has every type of classification.<br />
  18. 18. Visual Presentation<br />Signage<br />White with red lining<br />Clearance sign was all black<br />Stood out more<br />
  19. 19. Merchandise Selection<br />Merchandise Categories<br />Dresses, Pants, polos, shorts, shirts, jeans<br />Different Vendors<br />Fang, Derek Heart, Jolt, Angels, Energie, YOUnique, Self Esteem.<br />
  20. 20. Merchandise Selection<br />Private label brands<br />Union Bay<br />Only Product not on sale<br />A little more expensive.<br />Highest: $34.99<br />Lowest: $14.99<br />Quality is a little better.<br />
  21. 21.
  22. 22. Merchandise Selection<br />Price Points<br />Highest: $36.00<br />Lowest: $5.99<br />Average: $14.99<br />Selection<br />Broad and Shallow<br />Many different vendors<br />Have a few products from each one<br />
  23. 23. Merchandise Selection<br />Sizing<br />Sufficient<br />Carry 1-3-5-7-9-11-13 in Pants, Jeans, Shorts<br />S-M-L-XL in shirts<br />Very few smalls<br />Overstock<br />Not allowed<br />Everything is always out on the floor<br />
  24. 24. Merchandise Selection<br />Clearance items<br />Put into one rack where advertised.<br />All types of classifications<br />Rack very full.<br />
  25. 25. Merchandise Selection<br />New items<br />Dress / Shirt type product just went onto the floor day before I came. <br />
  26. 26. Competition<br />Why is Peebles a competitor to Perry’s?<br />Carries all Junior Apparel Classifications<br />Great Atmosphere<br />Quality Prices<br />
  27. 27. Strengths<br />What are Peeble’s Strengths?<br />Clearance<br />Great Atmosphere<br />Union Bay<br />Variety<br />Quality of prices<br />How can we overcome?<br />Marketing plan<br />Quality of Products<br />Private Label of our own<br />Customer service (Gift Wrap)<br />
  28. 28. Weaknesses<br />What are Peeble’s Weaknesses?<br />Having everything on sale<br />Could hurt perception of Peeble’s<br />No gift wrap<br />Too many unknown brands<br />How could we take advantage?<br />Have sales at certain times, and market them.<br />Add gift wrap<br />Take customer service to…another level.<br />Have name brands, along with a private label brand<br />People know products and trust them.<br />