Projects

TERM PROJECT
Your final project involves three separate parts. In summary, this is what you are going to do:
Part A: Comparison Shopping
Part B: Retailer Analysis
Part C: Internet Shopping Analysis
PART A: Compare at least seven products among four food retailers (Grocery super markets) on
 Variety
 Assortment
 Price
 Location
 Promotion
 Design and Display
 Type of Retail Institution
TERM PROJECT: PART A
Product #___: Type of Product_____________________________________________
STORE #1

STORE #2

STORE #3

Merchandising A. design and visual merchandising techniques used consistent with the exterior of the store and the location? What does it say about the type of store this is and the market it is trying to attract? B. Is the store layout. capture a mood. remodel or renovation? What improvements would you suggest? II.? Are there any displays that increase interest in the products being offered? If not. Does the sales staff use suggestive selling? E. or downplay unwanted features? B. design and visual merchandising techniques employed. Promotion A. C. PART C: Evaluate Web Sites. Be sure to reference the concepts you have learned in your chapters. would you recommend any? How has the retailer organized merchandise? What improvements could be made? Summarize your suggestions on how this retailer can improve the shopping experience for their customers. V. update. Appearance A. Are the fixtures consistent with the merchandise and the overall ambiance of the store? C. Has the retailer used any theatrical effects to help sell merchandise? C. increase sales.PART B: Evaluate store layout. Does the lighting highlight merchandise. Does the store make creative use of wall space to sell product? D. Does the store layout help draw people throughout the store? Why or why not? B. What type of image do the fixtures portray? III. and improve their image. Does it effectively sell merchandise? B." downsizing gondolas and racks. Is the sales staff friendly and helpful? F. Explain your answers to the following questions: I. Does the store need a face lift. What type of layout is used? Would another type of layout be better? IV. Has the retailer employed any techniques for achieving greater space productivity such as using the "cube. Go to a store of your choice and evaluate the store layout. . Fixtures A. design and visual merchandising. minimizing no-selling space. How does the layout facilitate purchases? C. Is the image of the staff consistent with the image of the store? Layout A. Evaluate the store's signage. Is the store's ambiance consistent with the merchandise presented And the your expectations as a customer? C. VI. structure space. etc. B.

J. design of website f. price c. Levi because they all offer about the same quality and target similar markets.Go to the four retail web sites and shop for a product. I would try to find similar jeans at four different retailers. b) How do you compare your experience shopping on the Internet to shopping in a local store for this type of product? c) What are the advantages and disadvantages of the Internet shopping experience? d) Compare the retail offerings of the product you were shopping for: a. if I were shopping for a pair of jeans. Answer the following questions in detail: a) Identify the retailers you chose and why. Crew. website features e. I might view Victoria’s Secret. suggestive selling d. closing of the sale e) Which one of these sites would you use? Why? . product quality b. GAP. For example. ease of website use g.

 clearly marked. are paper products and soap available?  16) Were samples offered anywhere in the store? If yes.. did the salesperson take you to the item or point to the item?  4) Were salespeople using product knowledge when speaking with their guests?  5) Describe the store layout ­ e. signs.. deli). Were aisles clear?  6) Was the store clean and neat?  7) Did employees appear friendly? Were they smiling?  8) Were prices displayed prominently in the store?  9) Were sale items/store circulars displayed and/or available?  10) Check 3 sale items (and list) to see if the product is still available. Is there a lot of choice  within this category? Are there name brands and store brands? How are these displayed? Is product available  on the shelf?  14) Does the product look fresh and of high quality? Are there noticeable problems with any products?  15) Check the restrooms ­ are they clean. dairy.  20) Was there anything noticeably wrong during your visit?  .g. etc..  17) If you used a credit card or check. did you notice what happened to another customer if they did?  18) Provide comments on the quality of products/services. overall feel of the store.STORE MYSTERY SHOPPING OBSERVATION Date: _____________________________ Day of the Week: _________________ Time of Day: ____________________ Name of Store:______________________________________ Address: ______________________________________ Total Store Information: Number of cars in the parking lot: _______________________________ How many times were there 3 or more customers in a check out lane: _____________ Average items being purchased: using baskets carts less than ½ full ___________ carts ½ or more full  ______________ How long did you wait in line to check out? _______________________________ How many items did you purchase? _______________________________ General Shopping Information: 1) Were you greeted when arriving at the store? 2) Were shopping baskets/carts available and/or offered? 3) Were salespeople visible on the store floor? Did anyone ask if they could assist you in finding an item? When asking for assistance. promotions.. describe. cereal. Are products available?  11) Is the store easy to shop?  12) Is there a large variety of products?  13) Examine two different categories of products in the store (e.g. pleasing to shop at.  19) Provide comments on the overall service ­ especially the checkout. did the cashier use your name? If you did not use either.

and minimizing non-selling space? 18. and tertiary trade areas? What are their boundaries? Why? Do you believe that the population living in the trade area provides the most potential for this store? Assess the site. Do they do an effective job in selling merchandise? 8. STORE LAYOUT AND DESIGN ASSIGNMENT Go to ―your store‖ and evaluate the store layout. down-sizing gondolas and racks. Evaluate the retailer’s use of empty space. Has the retailer taken advantage of the opportunity to sell merchandise in feature areas? 12. remodel or renovation? 4. Are the fixtures consistent with the merchandise and the overall ambiance of the store? Are they flexible? 7. try to determine what factors are considered when putting together a plan-o-gram. and downplaying unwanted features? 6. Is it a good location in general? Is it good for ―your store‖? Use Chapter 8 as a guide to prepare this assignment. To what extent is the store’s layout. what are the primary. Ask the store manager how the profitability of space is evaluated. design. update. 16. Are departments in the most appropriate locations? Would you move any departments? 19. What type of layout does the store use? Is it appropriate for the type of store? Would another type layout be better? 14. Ask the store manager if plan-o-grams are used. and merchandising techniques flexible? 5. Has the retailer used any theatrical effects to help sell merchandise? 9. design and visual merchandising techniques used consistent with the exterior of the store and location? 2. Does it do a good job in highlighting merchandise. Does the store layout help draw people through the store? 10.‖ Define and analyze their trade area. Does the store look like it needs to be redesigned? Do you think it needs a face lift. Is there a better approach? 15. profit per square foot. If so. Ask the store manager how space is assigned to merchandise. secondary. is the store layout.LOCATION ANALYSIS PRESENTATION ASSIGNMENT Go to ―Your Store. 17. Critically evaluate the answer. Notice the lighting. Specifically. . capturing a mood. Has the retailer employed any techniques for achieving greater space productivity such as using the ―cube‖. design. What method(s) has the retailer used for organizing merchandise? Is this the ―best ‖ way? Suggest appropriate changes. Does the store make creative use of wall space? 13. Is the store’s ambiance consistent with the merchandise presented and the customer’s expectations? 3. In general. Evaluate the store’s signage. 11. structuring space. for example. Explain your answers to the following questions: 1. and visual merchandising techniques employed.