PRACTICE 05 - DAIC 06/12/2022

Market research: qualitative research.

GROUP REPRESENTANT:

Carmen Magariños Blanco- carmen.magarinosb@udc.es

GROUP MEMBERS:

Alba López Fernández- alba.lopez6@udc.es

Inés Magariños Barros - ines.magarinos@udc.es

Carmen Magariños Blanco- carmen.magarinosb@udc.es

Daniel Noya Paredes- d.noyap@udc.es

 MYSTERY SHOPPING EXPERIENCE RESULTS

After the representants have made the questionnaire, we memorized the

questionnaire and we went to the shopping center and we decided to divide
ourselves. Dani went to h&m, Inés to Mango and Alba went to Zara and Oysho to
make the observations enough to do the mystery shopping task.

QUESTIONNAIRE
The questionnaire made by the representants is the following one which is divided in
three categories.

In-Store Cleanliness & Appearance Questions

1. Was the store generally clean?

2. Was there easy access for disabled people?

3. Were the products distributed in a tidy manner?

4. Were there misplaced products on the clothing racks?

5. If changing rooms were available, were they tidy?

6. The way products were displayed in the window display made you want to enter
the store?

7. Are prices in shop windows visible and updated?

8. Were plenty of full-body mirrors available?

9. Did you notice any pattern regarding the location of the clothing? Was it divided in
categories, colours etc.?

Employee Behavior Questions

10. When you entered the store, did any team member ask you if you wanted help?

11. How full was the store to make the purchase? If it was, did any team member
reach you even though it was full?

12. Were the questions asked to the team members politely resolved?

13. Did the team member give you advice about any clothing piece?
14. Did the team member ensure that you were satisfied with your purchase today?

15. Did any team member try to convince you to buy any product?

16. Were there enough workers in the establishment to take care of all the
customers?

17. Did the team member praise/criticize any product, affecting your purchase
decisions?

18. Did you feel as if the team member was preoccupied about your purchasing
experience?

19. Were the team members approachable and easy to talk to? Would you consider
the team members patient and well-mannered?

20. Was there any team member that surpassed your expectations in order to assure
a good shopping experience? If YES, what was his/her department, and how was
his/her behavior?

21. Did all other team members you encountered or passed smile and greet you?

22. Did the team member provide a pleasant closing comment (“Have a good day,”
“Thanks for shopping with us,” “Thank you,” etc.)?

23. Did the cashier greet/acknowledge you when you reached the counter?

24. Did the cashier ask if you found everything you needed?

25.While making the purchase, were you asked how the shopping experience had
been?

26. If you needed a product that wasn’t in the shopping area but in the storeroom,
how long did it take for the employee to look for that item and come back with it? Did
they forget your request?

27. What about their tone and body language? Did you feel like the employee was
faking their attentiveness?

Path to Purchase Questions

28. Did they let you pay in cash?

29. How many registers were open?

30.Did they open another register when there were more than three people in line?
31. Was self service available? Did they help you when using it?

32. Did the cashier ask if you would like to join the brand's community?

33. In the case of being a member, were you informed of upcoming offers and
current discounts?

34. The person who was working at the cash register asked you if you already had a
bag to avoid unnecessary expense?

35. If the object you wanted was not available, did they give you the option of
ordering it in the same store?

36. Were there any lanes to divide the clients and make a queue neatly?

37. Were there dedicated registers for returns and exchanges exclusively?

38. How did you find the skill of the cashiers? Did they have any doubt or problem
that gave you the impression that they weren’t experienced enough? If the answer is
YES, what was it?

39. How satisfied were you after the whole purchase process?
ANALYZING THE RESULTS

In this part, we can see some regularities and irregularities depending on the
question. On the first question, we can look at the similarities of the answers
meaning the store was generally clean, but when it comes to the second question, 3
of the 4 stores have accessibility for dissabled people, H&M does not.

We can see that all 4 stores were distributed almost very tidy in manners but thanks
to the next question we can see that the were some misplaced products but oysho
and H&M were the tidiest. As a matter of fact, the changing rooms were tidier than
the cloth hangers in all stores except in mango.We have to consider the special
occasion of the Black Friday which could affect these facts.
Prices in the windows were not much visible except in oysho which they were at
sight. There were plenty of mirrors in the store, enough for the space of the shop and
we kind of saw a pattern on the location of the clothing except in zara which was
less visible the for example, color pattern.

In general, in none of the stores did the team members come forward to offer their
assistance when entering the store, and although the stores were generally not very
crowded, the team members did not come forward to offer assistance.
In the first question we can see that in general, the team members solve the
questions in a friendly way, especially at H&M and OYSHO.

We can also see that the next question shows very similar results, and that with the
exception of ZARA, team members do not usually give advice on garments.

Again, ZARA is the only one that stands out because its members make sure that
you are satisfied with the purchase you have made, and as for convincing you, in
general in any store the employees try to do so, but in MANGO and ZARA more than
in the rest.

As for the available staff, we can see that in most of the stores there is a sufficient
number of members, although in ZARA it is a little scarcer than in the rest, probably
because it is the store with more customers.

And as for the next two questions, we can see that ZARA again is the store in which
members are most involved when it comes to communication with the shopper, both
to affect buying decisions and to try to improve the shopping experience, in general
we can see that they abstain quite a lot and ZARA stands out above the rest.

When it comes to approaching team members, they are easy to talk to in all stores
and are generally patient and responsive to queries. However, no member exceeded
expectations in terms of service and experience, with the exception of MANGO.In
the case of Mango, the expectations were exceeded since a shop assistant took
care to come to see if I had the size I needed while I was looking for a specific item
of clothing. The department to which she belongs is sales.

In this case, we can clearly see the difference between MANGO and the rest when it
comes to members greeting or smiling to their customers, although in OYSHO they
also did it, on the other hand, in all the stores the workers said goodbye with a
pleasant comment to the customers.
As for the cashier, in all the stores he greeted the customer when he arrived at the
cash register, except in ZARA, where he did not treat the customer as closely as in
the others, however, in none of the stores was he interested in the customer having
found all the products he needed and was limited to charging the ones he finally
acquired.

In this case, no questions were asked about the shopping experience at checkout in
any store either, something that could be used by the store when improving their
services.

When it came to ordering products from the warehouse, the average waiting time
was 15 minutes, and slightly less at Mango, but all stores got the product from the
warehouse eventually.

In terms of body language and the way members of staff spoke, at H&M and
MANGO, there was a more rubbed tone when serving customers; however, at ZARA
and OYSHO, they responded with more naturalness and friendliness.
Next, we are going to explain the path to purchase questions. As we can see, in all
stores you could pay in cash, however it should be noted that the number of
registers was the same (2 registers) in all stores except H&M, where there were 3.

As we can see in the graph, Zara stands out from the rest in the matter of opening
another register when there were more than three people in line. However, we must
emphasize that H&M did not open another register. In addition, we can see that
Mango was the only one that had self-service available and that the workers did help
to use it.
In none of the stores did the cashier ask if we wanted to join the brand's community,
however, having experience of being a Mango member, we can affirm that you
receive news continuously about both offers and discounts.

As we can see, both at Zara and at Oysho, the cash register asked if we had a bag to
save unnecessary spending, while at H & M and Mango they did not. In addition, both
Zara and Oysho gave us the option of ordering the non-available item we wanted in
the same store, while H&M did not.
Both H&M and Oysho had lanes to divide customers while Mango and Zara did not.
We should also point out that in none of the stores were there registers dedicated
exclusively to returns and exchanges.
CONCLUSIONS
As we can see, we find the skills of the cashiers remarkably remarkable in Mango
while we don't find them so good in the rest of the stores. To conclude, we were all
quite satisfied with our whole purchase process except for H&M as it has a lower
rated shopping experience.

Summing up about Mango, it should be noted that the cleanliness and appearance
conditions within the store itself were generally positive. This is an important factor
since it conditions the customer's purchase decision because if these conditions
were not positive, the customer would probably not be motivated to enter the store
and purchase the products offered.
Regarding the behavior of the employees, the experience was pleasant since I was
able to notice an interest on the part of the employees when it came to knowing if
my needs regarding the purchases I wanted to make were being covered. I must also
positively highlight the politeness and tone used by the workers towards the
customers.Finally, I can conclude that my shopping experience was quite well
satisfied, since it practically met all my expectations about it.

To sum up the experience about zara and oysho, in general there are no bad
comments. The stores were generally clean and we can only emphasize that in
oysho there were more misplaced clothes than in the others. Thanks to the above,
the collocation of the store, the mirrors and others, customers would have a better
customer experience. In general the team members of the store answered questions
and showed preoccupation for the customers purchase, but almost none offered
advice or showed “real interest” on if the purchase was pleasant , oysho is the one
who have to improve that the most.

Finally, we will talk about the experience at H&M, which in general obtained similar
results to ZARA, and generally good results. Some of the cons of H&M may be for
example that there is no access for people with reduced mobility, or that the
members did not have as close attention as ZARA, which is the one that stands out
in this aspect, but the attention they show is of quality. Perhaps some aspects to
improve could be in terms of the treatment at the cash register, the possible
unnecessary use of bags or the implementation of self-service to avoid possible
queues due to the limited number of cash registers.