SlideShare a Scribd company logo
1 of 24
Download to read offline
“Who is She?”

Presented by the Intern Class of 2012
Agenda

Focus   of Project

Executed   Process

Results


Suggestions   for Opportunities
Focus areas for the team

  Who   is the Burlington customer?



  Why   does/doesn’t the customer choose Burlington?



  What   is the store experience like?

   ◦ From the Outside?

   ◦ From the Inside?

   ◦ In each department?
Project Brief
 Utilize   45 interns to collect data
 Split   into teams
 External    Evaluations
 Departmental      Evaluations
 Three     Rotations
  ◦ In-Store Detective
  ◦ Surveyor & Interviewer
  ◦ Walk-Out Viewer

 Collaborative    Store Observation
NOTE: Partial Sample…
    Locations
      Limited to a 29 store sample in New Jersey, Pennsylvania, Delaware and California

      Not a correct proportion of all Location types (Malls, Retail centers, etc) represented


    Non-peak shopping hours
      Excludes weekend shopping (11 stores on Mondays, 10 on Tuesdays, 2 on Wednesdays, & 4 on

        Thursdays)

      Excludes evenings and nights (most stores observed between 10am – 1pm)


    Sample Sizes
      229 Surveys collected over a 10 day period (7/9-7/19)

      1,952 customers viewed
What we found
    The assortment in Ladies Apparel, Children's and Shoes is particularly important
     since most customers shopped for themselves or their kids; and most customers
     shopped Ladies Apparel and Shoes

    Customers shop at Burlington for the value and prices; Burlington should continue
     reinforcing this message

    Store operations that are in place are resulting in a clean and organized store
     environment
     ◦ Most customers stated they found everything they were looking for (“assortment was just
       right”; “stores were neat” and “racks were organized”)

    However, of the customers who did not find what they wanted, “Size” was stated as
     the primary issue; therefore continuing to organize merchandise by sizes and
     improving availability of “plus sizes” could help those customers

    26% of shoppers were accompanied by family or friends and these shoppers were
     more likely to buy something than those who visited by themselves; therefore
     Burlington should continue emphasizing a “social shopping” experience
     ◦ To further improve conversion rate of “lone shoppers”, Burlington could find more shopping
       aids such as mirrors throughout departments; associates around Suits to assist with sales etc.
Demographics
   • Greater Ethnic skew in data
   • Due to mid-week and mid-day samples, greater than expected shoppers were 50yrs+



                                   Other 3%
                                                                            65+              >100k
                                    Asian 3%
                                                                            10%               15%
                                                                                     Male
                                    Hispanic
                                                                                     27%
                                      15%
                                                                            50-65
                                                                                             75-100k
                                                                             25%
                                                                                              19%

                                     African
                                    American
                                                                            40-49            50-75k
                                      38%
                                                                             16%              24%


                                                                            30-39   Female
                                                                             17%     73%

                                                                                             25-50k
                                                                            25-29
                                                                                              27%
                                                                             11%

                                                                            18-24
                                                                             21%              <25k
                                                                                              15%




Source: Observations at 29 stores in New Jersey, Pennsylvania, California
Stated Shopping Behaviors
        • Most customers interviewed were:
            • Shopping for themselves, or their children
            • 60% were best customers (5+ trips in last 12 months)
            • Ladies apparel and Shoes were the most frequently visited departments




# respondents



Source: Observations at 29 stores in New Jersey, Pennsylvania, California
Why Burlington?
   • Most customers interviewed shopped us for the “Great value and prices” we offer
   • 82% felt our assortment was “Just right” or “Average”; 12% stated “too small”; 6%
     “Overwhelming”
                  What do you enjoy most about                              Did you feel the
                    shopping at Burlington?
                                        (check all that apply)              assortment was:




   # of times each option
   was selected



Source: Observations at 29 stores in New Jersey, Pennsylvania, California
Visual Assessments of Store Interiors
                                                                            Desired state         Undesired state




                                                                                    • Most stores were neat and racks
                                                                                      were well organized

                                                                                    • None of the stores visited were too
                                                                                      unorganized or too packed to pull
                                                                                      out merchandise from racks

                                                                                    • Only 2 stores were messy and 5
                                                                                      stores had misplaced merchandise
                                                                                      or products on the floor



Source: Observations at 29 stores in New Jersey, Pennsylvania, California
Visual Assessment of Checkout area
                                                                            Desired state        Undesired state




                                                                                      • Majority of stores were stocked
                                                                                        efficiently and left an
                                                                                        impression of cleanliness



                                                                                      • 3 stores were overflowing with
                                                                                        POS/Queuing merchandise
                                                                                        and 1 store had piles of clothes
                                                                                        behind checkout area




Source: Observations at 29 stores in New Jersey, Pennsylvania, California
Views about BCF Shopping Experience
      • Most customers found what they were looking for
      • Of those that did not, 70% could not find the Style or the Size they wanted


                 Did you find everything
                  you were looking for?
                                                                                          If not, why not?




Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware, and California
Profile of Shoppers Who Did Not Find What They Wanted
    • Older female and affluent customers have a harder time finding what they want in our stores.


                                     Ethnicity                                             Age




                                        Gender                                            Income




Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware, and California
Departments Shopped
By Shoppers who did not find what they were looking for
• Of the shoppers who could not find what they wanted, Ladies, Shoes and Accessories were most
  prominent
• Despite a smaller shopper base, Home had 28% customers who did not find what they wanted


        Number of Shoppers who did not find what they were looking for in that department



                                                                                                          18%

                                                                                                    11%
                                                                                              12%
                                                                                         8%




                                                                           28%
                                                       22%
                                   44%
                25%




Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware and California
Shopping In Groups
    • The percentage of purchases are higher for groups compared to purchases by individuals
    • The rate at which men and women shop is groups is very similar




                          N=999                               N=1408




                   # of groups                           Foot Traffic
                    observed                              Observed

Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware and California
Parting Thoughts
Future Ideas
In support of group shopping, Burlington should look into bringing in a small
restaurant or café to the stores
Renovation or Remodels Stores should be treated as new stores
      ◦   The outer signage should also be renovated to market to customers in the neighborhood
      ◦   There should be a re-grand openings for all renovations or remodels to excite customers whom have possibly been
          turned away in the past
Equipment         should be hidden an out of reach from customers
      ◦   Create a few designated hidden locations for associate tools
      ◦   Designate an area for equipment such as ladder and lifts
In   Store Experience can constantly improve
      ◦   Reinforce the audio ads to play in the store every 15-20 minutes
      ◦   Discuss having more associates on the floor to assist customer



Experience
Customer         interaction is vital to support any data
      ◦   It was great to visit the stores and speak with customers and associates
Having       support throughout the process was key to success
      ◦   From HR to Strategy, we appreciate all of the help and support to reach these findings
Saying       you are a team and being a team are two different things
      ◦   All of the interns were more than helpful and critical to getting the job done
Thank You
Appendix
   First Timers Vs. Best Customers
      • The data shows more variety in best customers over first time customers. The largest change
        can be seen in gender. Most Best customers are Males in comparison to more females being
        first time customers.

                        Ethnicity                                     Age                    Gender     Income
               N         5                125                   5                 125       5     125   5     125
                                                                                   65+                        >100k
                                                                                   10%       M                 9%
                                           Other
                                                                                            20%
                                           23%                                                                  75-
                                                              50-65
                                                                                                               100k
                                                               40%
                                           Asian 1%                               50-65                 50-    16%
                                           Hisp                                    29%                  75k
                                           11%                                                          50%
                                                                                                   M           50-
                                                                                                  78%          75k
                                                                                  40-49                        26%
                                                              40-49                14%
                                            AA
                                                               20%
                                           34%
                                                                                             F
                                                                                  30-39     80%
                        Cauc
                                                                                   20%
                        67%                                                                                    25-
                                                                                                        20-    50k
                                                                                  25-29                 50k    37%
                                                              18-24                                     50%
                                                                                   11%
                                           Cauc                40%
                                           31%                                                     F
                                                                                  18-24
                                                                                                  22%
                                                                                   16%                        <25k
                                                                                                              12%


                       FT                   B                 FT                   B        FT    B     FT     B
  Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware, and California
Appendix
   Profile of a customer who has shopped within the past month
      • Additional metrics to “First Time Customer versus Best Customer”




                              Other/                                    65+                          >100k
                                                                                            Male
                            No Answer                                   11%                           10%
                                                                                            20%
                               18%                                                                   75-100k
                              Asian 2%                                 50-65                          12%
                          Hispanic 14%                                  24%

                                                                                                     50-75k
                                                                       40-49                          24%
                                                                        16%
                              African
                             American                                                       Female
                               37%                                     30-39                 80%
                                                                        20%                          25-50k
                                                                                                      38%

                                                                    25-29 8%

                                                                       18-24
                                                                        21%                           <25k
                                                                                                      16%




  Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware, and California
Appendix
  Departments Shopped by Gender
                                                                                                         Male      Female
      • Most departments were heavily populated by females.
      • However, the Men’s and Coats departments seemed to be the
        focus for the male shopper in proportion to the female shopper.




                                              11%                                          89%                          121

                                              11%                                          89%                          46

                                              12%                                          88%                          26

                                               15%                                           85%                        41

                                                  20%                                            80%                    49

                                                    23%                                            77%                  65

                                                                 38%                                   62%              8

                                                                      58%                                    41%        60




  Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware and California
Appendix
   Purchase Breakdown
           There were 1527 customers that appeared to be over the age of 25 and out of these people:
                •Most were women between the ages of 26-50
                • Of all the males purchased a vast majority (73%) were 26-50




  Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware, and California
Appendix
   Walk-Out-Viewer Observations (not from survey)

                                                                                           Overall Merchandise
                                              Gender
                                                                                                Purchase

                                                                                               No Purchase


                                               Female




                                                                                                Purchase


                                                  Male




  Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware and California
Appendix
   Walk-Out-Viewer Observations (not from survey)

                                                                                              Merchandise
                                              Gender
                                                                                           Purchase by Gender
                                                                                              No Purchase



                                               Female


                                                                                                Purchase




                                                                                              No Purchase
                                                  Male
                                                                                                Purchase




  Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware and California
Appendix
  Types of Groups Who Shopped
     •     49% of groups who walked in the store could be viewed as friends while 32% were couples


                                                                        Type of Groups
                                                                              n=255groups




  Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware and California

More Related Content

Similar to Burlington Coat Factory Group Presentation

Vulnerability. Parity. Leadership. Using Shopper Perceptions to Drive Brand ...
Vulnerability.  Parity. Leadership. Using Shopper Perceptions to Drive Brand ...Vulnerability.  Parity. Leadership. Using Shopper Perceptions to Drive Brand ...
Vulnerability. Parity. Leadership. Using Shopper Perceptions to Drive Brand ...Watt International
 
The marketing strategy
The marketing strategy The marketing strategy
The marketing strategy vem0026
 
B2 B Barometer Wave 6 Report
B2 B Barometer Wave 6 ReportB2 B Barometer Wave 6 Report
B2 B Barometer Wave 6 Reportdebbiemwilliams
 
B2B Barometer Wave 6 Report
B2B Barometer Wave 6 ReportB2B Barometer Wave 6 Report
B2B Barometer Wave 6 Reportdebbiemwilliams
 
B2B barometer q1 2012 slide deck
B2B barometer q1 2012 slide deckB2B barometer q1 2012 slide deck
B2B barometer q1 2012 slide deckTheIDM
 
Member Models and Their Relation to Value
Member Models and Their Relation to ValueMember Models and Their Relation to Value
Member Models and Their Relation to ValueMcKinley Advisors
 

Similar to Burlington Coat Factory Group Presentation (9)

Observation lab
Observation labObservation lab
Observation lab
 
Vulnerability. Parity. Leadership. Using Shopper Perceptions to Drive Brand ...
Vulnerability.  Parity. Leadership. Using Shopper Perceptions to Drive Brand ...Vulnerability.  Parity. Leadership. Using Shopper Perceptions to Drive Brand ...
Vulnerability. Parity. Leadership. Using Shopper Perceptions to Drive Brand ...
 
The marketing strategy
The marketing strategy The marketing strategy
The marketing strategy
 
Observation lab
Observation labObservation lab
Observation lab
 
Final westside
Final westsideFinal westside
Final westside
 
B2 B Barometer Wave 6 Report
B2 B Barometer Wave 6 ReportB2 B Barometer Wave 6 Report
B2 B Barometer Wave 6 Report
 
B2B Barometer Wave 6 Report
B2B Barometer Wave 6 ReportB2B Barometer Wave 6 Report
B2B Barometer Wave 6 Report
 
B2B barometer q1 2012 slide deck
B2B barometer q1 2012 slide deckB2B barometer q1 2012 slide deck
B2B barometer q1 2012 slide deck
 
Member Models and Their Relation to Value
Member Models and Their Relation to ValueMember Models and Their Relation to Value
Member Models and Their Relation to Value
 

Burlington Coat Factory Group Presentation

  • 1. “Who is She?” Presented by the Intern Class of 2012
  • 2. Agenda Focus of Project Executed Process Results Suggestions for Opportunities
  • 3. Focus areas for the team  Who is the Burlington customer?  Why does/doesn’t the customer choose Burlington?  What is the store experience like? ◦ From the Outside? ◦ From the Inside? ◦ In each department?
  • 4. Project Brief  Utilize 45 interns to collect data  Split into teams  External Evaluations  Departmental Evaluations  Three Rotations ◦ In-Store Detective ◦ Surveyor & Interviewer ◦ Walk-Out Viewer  Collaborative Store Observation
  • 5. NOTE: Partial Sample…  Locations  Limited to a 29 store sample in New Jersey, Pennsylvania, Delaware and California  Not a correct proportion of all Location types (Malls, Retail centers, etc) represented  Non-peak shopping hours  Excludes weekend shopping (11 stores on Mondays, 10 on Tuesdays, 2 on Wednesdays, & 4 on Thursdays)  Excludes evenings and nights (most stores observed between 10am – 1pm)  Sample Sizes  229 Surveys collected over a 10 day period (7/9-7/19)  1,952 customers viewed
  • 6. What we found  The assortment in Ladies Apparel, Children's and Shoes is particularly important since most customers shopped for themselves or their kids; and most customers shopped Ladies Apparel and Shoes  Customers shop at Burlington for the value and prices; Burlington should continue reinforcing this message  Store operations that are in place are resulting in a clean and organized store environment ◦ Most customers stated they found everything they were looking for (“assortment was just right”; “stores were neat” and “racks were organized”)  However, of the customers who did not find what they wanted, “Size” was stated as the primary issue; therefore continuing to organize merchandise by sizes and improving availability of “plus sizes” could help those customers  26% of shoppers were accompanied by family or friends and these shoppers were more likely to buy something than those who visited by themselves; therefore Burlington should continue emphasizing a “social shopping” experience ◦ To further improve conversion rate of “lone shoppers”, Burlington could find more shopping aids such as mirrors throughout departments; associates around Suits to assist with sales etc.
  • 7. Demographics • Greater Ethnic skew in data • Due to mid-week and mid-day samples, greater than expected shoppers were 50yrs+ Other 3% 65+ >100k Asian 3% 10% 15% Male Hispanic 27% 15% 50-65 75-100k 25% 19% African American 40-49 50-75k 38% 16% 24% 30-39 Female 17% 73% 25-50k 25-29 27% 11% 18-24 21% <25k 15% Source: Observations at 29 stores in New Jersey, Pennsylvania, California
  • 8. Stated Shopping Behaviors • Most customers interviewed were: • Shopping for themselves, or their children • 60% were best customers (5+ trips in last 12 months) • Ladies apparel and Shoes were the most frequently visited departments # respondents Source: Observations at 29 stores in New Jersey, Pennsylvania, California
  • 9. Why Burlington? • Most customers interviewed shopped us for the “Great value and prices” we offer • 82% felt our assortment was “Just right” or “Average”; 12% stated “too small”; 6% “Overwhelming” What do you enjoy most about Did you feel the shopping at Burlington? (check all that apply) assortment was: # of times each option was selected Source: Observations at 29 stores in New Jersey, Pennsylvania, California
  • 10. Visual Assessments of Store Interiors Desired state Undesired state • Most stores were neat and racks were well organized • None of the stores visited were too unorganized or too packed to pull out merchandise from racks • Only 2 stores were messy and 5 stores had misplaced merchandise or products on the floor Source: Observations at 29 stores in New Jersey, Pennsylvania, California
  • 11. Visual Assessment of Checkout area Desired state Undesired state • Majority of stores were stocked efficiently and left an impression of cleanliness • 3 stores were overflowing with POS/Queuing merchandise and 1 store had piles of clothes behind checkout area Source: Observations at 29 stores in New Jersey, Pennsylvania, California
  • 12. Views about BCF Shopping Experience • Most customers found what they were looking for • Of those that did not, 70% could not find the Style or the Size they wanted Did you find everything you were looking for? If not, why not? Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware, and California
  • 13. Profile of Shoppers Who Did Not Find What They Wanted • Older female and affluent customers have a harder time finding what they want in our stores. Ethnicity Age Gender Income Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware, and California
  • 14. Departments Shopped By Shoppers who did not find what they were looking for • Of the shoppers who could not find what they wanted, Ladies, Shoes and Accessories were most prominent • Despite a smaller shopper base, Home had 28% customers who did not find what they wanted Number of Shoppers who did not find what they were looking for in that department 18% 11% 12% 8% 28% 22% 44% 25% Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware and California
  • 15. Shopping In Groups • The percentage of purchases are higher for groups compared to purchases by individuals • The rate at which men and women shop is groups is very similar N=999 N=1408 # of groups Foot Traffic observed Observed Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware and California
  • 16. Parting Thoughts Future Ideas In support of group shopping, Burlington should look into bringing in a small restaurant or café to the stores Renovation or Remodels Stores should be treated as new stores ◦ The outer signage should also be renovated to market to customers in the neighborhood ◦ There should be a re-grand openings for all renovations or remodels to excite customers whom have possibly been turned away in the past Equipment should be hidden an out of reach from customers ◦ Create a few designated hidden locations for associate tools ◦ Designate an area for equipment such as ladder and lifts In Store Experience can constantly improve ◦ Reinforce the audio ads to play in the store every 15-20 minutes ◦ Discuss having more associates on the floor to assist customer Experience Customer interaction is vital to support any data ◦ It was great to visit the stores and speak with customers and associates Having support throughout the process was key to success ◦ From HR to Strategy, we appreciate all of the help and support to reach these findings Saying you are a team and being a team are two different things ◦ All of the interns were more than helpful and critical to getting the job done
  • 18. Appendix First Timers Vs. Best Customers • The data shows more variety in best customers over first time customers. The largest change can be seen in gender. Most Best customers are Males in comparison to more females being first time customers. Ethnicity Age Gender Income N 5 125 5 125 5 125 5 125 65+ >100k 10% M 9% Other 20% 23% 75- 50-65 100k 40% Asian 1% 50-65 50- 16% Hisp 29% 75k 11% 50% M 50- 78% 75k 40-49 26% 40-49 14% AA 20% 34% F 30-39 80% Cauc 20% 67% 25- 20- 50k 25-29 50k 37% 18-24 50% 11% Cauc 40% 31% F 18-24 22% 16% <25k 12% FT B FT B FT B FT B Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware, and California
  • 19. Appendix Profile of a customer who has shopped within the past month • Additional metrics to “First Time Customer versus Best Customer” Other/ 65+ >100k Male No Answer 11% 10% 20% 18% 75-100k Asian 2% 50-65 12% Hispanic 14% 24% 50-75k 40-49 24% 16% African American Female 37% 30-39 80% 20% 25-50k 38% 25-29 8% 18-24 21% <25k 16% Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware, and California
  • 20. Appendix Departments Shopped by Gender Male Female • Most departments were heavily populated by females. • However, the Men’s and Coats departments seemed to be the focus for the male shopper in proportion to the female shopper. 11% 89% 121 11% 89% 46 12% 88% 26 15% 85% 41 20% 80% 49 23% 77% 65 38% 62% 8 58% 41% 60 Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware and California
  • 21. Appendix Purchase Breakdown There were 1527 customers that appeared to be over the age of 25 and out of these people: •Most were women between the ages of 26-50 • Of all the males purchased a vast majority (73%) were 26-50 Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware, and California
  • 22. Appendix Walk-Out-Viewer Observations (not from survey) Overall Merchandise Gender Purchase No Purchase Female Purchase Male Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware and California
  • 23. Appendix Walk-Out-Viewer Observations (not from survey) Merchandise Gender Purchase by Gender No Purchase Female Purchase No Purchase Male Purchase Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware and California
  • 24. Appendix Types of Groups Who Shopped • 49% of groups who walked in the store could be viewed as friends while 32% were couples Type of Groups n=255groups Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware and California

Editor's Notes

  1. Please feel free to ask questions throughout the presentation!
  2. Overall, OUR SHOPPERS REALLY LIKE US!
  3. Overall demographics TAKE THE 40% OUT AND KEEP THE OTHER BUCKET FOR THE 6 PPL HERE ARE THE CUSTOMER PREOFILE OF THOSE WE SHOPPED FOR…. WE DID NOT SPEAK TO CUSTOMERS DURING THE WEEKEND OR AT NIGHT…. OUR CUSTOMERS WERE MORE ETHNIC AND OLDER…. WE HAVE GIVEN THE DATA TO BART AND HIS TEAM AND THEY WILL BE ADJUSTED TO CRM DATA.
  4. Overall stores, most stores were neatly organized and racks were well stocked. Burlington should continue to reinforce store operating procedures which resulted in most of the store showing up as being very empty. Use lean time period of the store to focus on cleaning up…. #put picture up with stuff on the floor and reinforce that it was a wed….
  5. At a non lean time of the day and week, no stores should be piled with clothes
  6. Most people found it but for those who did not, size was an issue….. Continue the sizing program where merchandise is arranged by sizes… making it easier for the associates to put back and for customers.
  7. older female and alfulent customers have a harder time finding what they want in our stores. Ppl with a higher income have less time so our treasure hunt model does not suit them.
  8. Put incidence as well
  9. Men are ju st ask likely to shop in groups in comparison to popular beleifs…
  10. PUT N ONTOP OF EACH. CHECK NUMBERS… LEAVE IN APPENDIX
  11. Male shoppers were more likely to shop in coats and mens…. Just a notice. DOES NOT NEED TO GO UP TO TOP