Burlington Coat Factory Group Presentation
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Transcript of Burlington Coat Factory Group Presentation
““Who is She?”Who is She?”
Presented by the Intern Class of 2012
AgendaAgenda
Focus of Project
Executed Process
Results
Suggestions for Opportunities
Focus areas for the teamFocus 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 BriefProject 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…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 foundWhat 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.
DemographicsDemographics
Source: Observations at 29 stores in New Jersey, Pennsylvania, California
• Greater Ethnic skew in data• Due to mid-week and mid-day samples, greater than expected shoppers were 50yrs+
30-3917%
25-2911%
18-2421%
Other 3%Asian 3%
Hispanic15%
African American
38% 40-4916%
50-75k24%
25-50k27%
<25k15%
Female73%
50-6525%
65+10% Male
27%
75-100k19%
>100k15%
Stated Shopping BehaviorsStated Shopping Behaviors
# respondents
Source: Observations at 29 stores in New Jersey, Pennsylvania, California
• 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
Why Burlington?Why Burlington?
Source: Observations at 29 stores in New Jersey, Pennsylvania, California
# of times each option was selected
What do you enjoy most about shopping at Burlington?
(check all that apply)
Did you feel the assortment was:
• 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”
Visual Assessments of Store Interiors Visual Assessments of Store Interiors
Source: Observations at 29 stores in New Jersey, Pennsylvania, California
• 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
Desired state Undesired state
Visual Assessment of Checkout areaVisual Assessment of Checkout area
Source: Observations at 29 stores in New Jersey, Pennsylvania, California
• 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
Undesired stateDesired state
Views about BCF Shopping ExperienceViews about BCF Shopping Experience
Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware, and California
• 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?
Profile of Shoppers Who Did Not Find What They WantedProfile of Shoppers Who Did Not Find What They Wanted
Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware, and California
• Older female and affluent customers have a harder time finding what they want in our stores.
Ethnicity Age
IncomeGender
Number of Shoppers who did not find what they were looking for in that department
Departments Shopped Departments Shopped By Shoppers who did not find what they were looking forBy Shoppers who did not find what they were looking for
Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware and California
• 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
25% 44%
28%
22%
8% 12%11%
18%
Shopping In GroupsShopping In Groups
Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware and California
• 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
# of groups observed
Foot Traffic Observed
N=999 N=1408
Future IdeasIn support of group shopping, Burlington should look into bringing in a small restaurant or café to the storesRenovation 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
ExperienceCustomer 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
Parting ThoughtsParting Thoughts
Thank YouThank You
First Timers Vs. Best CustomersFirst Timers Vs. Best Customers
Ethnicity GenderAge Income
40-4920%
18-2440%Cauc
31%
AA34%
Hisp11%
Asian 1%
Other23%
Cauc67%
50-6529%
65+10% M
20%
40-4914%
30-3920%
25-2911%
18-2416%
50-6540%
M78%
F80%
50-75k50%
20-50k50%
>100k9%
75-100k16%
50-75k26%
25-50k37%
<25k12%
F22%
FT FTFT FTB BB B
• 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.
AppendixAppendix
Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware, and California
5 5 5 5125 125 125 125N
Profile of a customer who has shopped within the past monthProfile of a customer who has shopped within the past month
AppendixAppendix
• Additional metrics to “First Time Customer versus Best Customer”
Asian 2%
Other/No Answer
18%
Hispanic 14%
African American
37%
65+11%
50-6524%
40-4916%
30-3920%
25-29 8%
18-2421%
Male20%
Female80%
<25k16%
25-50k38%
50-75k24%
75-100k12%
>100k10%
Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware, and California
Departments Shopped by GenderDepartments Shopped by GenderMale Female
Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware and California
12%
11%
23%
15%
20%
58%
38%
11%
89%
89%
88%
85%
80%
77%
62%
41%
• 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.
121
46
26
41
49
65
8
60
AppendixAppendix
Purchase BreakdownPurchase BreakdownThere 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
AppendixAppendix
Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware, and California
Walk-Out-Viewer Observations (not from survey)Walk-Out-Viewer Observations (not from survey)
Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware and California
Female
Male
No Purchase
Purchase
GenderOverall Merchandise
Purchase
AppendixAppendix
Walk-Out-Viewer Observations (not from survey)Walk-Out-Viewer Observations (not from survey)
Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware and California
Female
Male
No Purchase
Purchase
GenderMerchandise
Purchase by Gender
No Purchase
Purchase
AppendixAppendix
Type of Groups
n=255groups
AppendixAppendix
Types of Groups Who ShoppedTypes of Groups Who Shopped
Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware and California
• 49% of groups who walked in the store could be viewed as friends while 32% were couples