Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Peebles

517 views

Published on

Published in: Lifestyle, Business
  • Be the first to comment

  • Be the first to like this

Peebles

  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 />

×