Final EOC

This study was especially designed and implemented for Dinosaurs and Rose to assist in determining the needs of their new Downtown Summerlin Location.  In reviewing the store it is my belief that the prices are too high compared to their competition in the area, which is causing a lack in their sales.  The survey question have been designed to answer the following questions:

Customer satisfaction?

Customer Awareness?

Customer Frequency?

Frequency of Purchases?

The following analysis of the statistical information was mined from their customer list and was sent out to 1750 customers via email. It is designed to assess the strengths and weaknesses of both retail locations.  It is only compiled from the respondents that answered the survey on Survey Monkey and it is a snapshot of their feeling and thoughts about the stores and different locations.

 

The comprehensive statistical analysis has revealed that customer satisfaction was very high with no customers being dissatisfied in any way.  Customer awareness was also very good with 75 % of the customers were aware of a second location and 44% said they would like a newsletter every two weeks. 56% of the customer found the store by word of mouth.  The stores themselves had very good customer overall satisfaction. 

In Summerlin 57% original Downtown location and 15% new Downtown location, so 72% of the surveys that had come back were customers that had visited the Downtown Summerlin locations.  This survey shows that the traffic for those locations was good but where the problem was, was in the purchases made, as only 33% made purchases and when asked why 44% said the prices were only moderately fair with another 11% coming in at not fair at all.   

Therefor it is my conclusion that based on the information that was received in the final analysis that my hypothesis is correct.  The customers are not making the purchases based on the pricing of the items in the store.

Week 7 EOC Final Project Pitch

The store I would like to do my survey with is Charming Charlie’s.  Sydney the store manager is my point of contact at the Fashion Show Mall location.  We had a scheduled meeting for last week however she had the corporate officials come in last week so we had to reschedule our meeting for this week.  I would like to interview her as to what challenges she would like to overcome with her price points and how we can increase her point of sale in the already successful store.  

Right now the store is divided up by color and the color family which can sometimes create tunnel vision with the customer.  Corporate lays out all of the stores, so that all the stores are the same and you can go in any store anywhere in the United States and it looks and feels the same. This means that the store manager has no control over the layout of the store.  Everything is sold by its prospective color.  It is my proposal that the sales associates learn to better coordinate color and the items so that they would be able to increase their sales.

This would be a training issue with the sales associates and possibly learning or cross training coordinating colors and which colors look best or compliment additional colors.  This would help to promote diversity in the store with different color associated with accessories and different looks that could be combined in different coordinating colors. For instance if someone were to purchase a purse with a pink and yellow flower pattern the sales person would not only be able to coordinate pink and yellow but possibly add green to the mix because of the green foliage behind the flowers, thus making the color combinations of yellow and green along with green and pink as well as pink and yellow and this would give the customer several different looks as well as increase the individual sales