Men are from Home Depot... - PowerPoint PPT Presentation

1 / 32
About This Presentation
Title:

Men are from Home Depot...

Description:

Men are from Home Depot... Women from Bed, Bath & Beyond! Dr. Richard J. George. rgeorge_at_sju.edu ... Home delivery of out of stocks. Add New Attributes. Hand ... – PowerPoint PPT presentation

Number of Views:53
Avg rating:3.0/5.0
Slides: 33
Provided by: ImcLoa
Category:
Tags: depot | home | men

less

Transcript and Presenter's Notes

Title: Men are from Home Depot...


1
Men are from Home Depot... Women from Bed, Bath
Beyond!

Dr. Richard J. George rgeorge_at_sju.edu
2
Food Retailer Selection The Ante
  • Cleanliness
  • Quality
  • Price (Value)
  • Necessary but not sufficient to positively
    differentiate your store

3
What improvements would you like to see in your
primary food store?
  • Better customer
  • service
  • (1 Answer)

4
Research Design
  • 21 Attribute Survey (originally 53 items)
  • 5 Factors
  • Regional Random Sample (MW,SE,SW)
  • Telephone Survey
  • Conducted Spring 2004/Replicated 2006
  • Overall Attitude
  • Attribute Importance Attribute Beliefs
  • Demographics Age, Sex, Family Income Education

5
Factors (5)
  • Tangibles physical facilities, equipment
    appearance.
  • Assurance guarantee, promise, ability to inspire
    trust confidence.
  • Responsiveness willingness to help customers
    provide prompt service.
  • Dependability ability to provide the promised
    service dependably accurately.
  • Empathy caring, individualized attention.

6
Customer Service Attributes
  • Uncluttered aisles
  • Shopper friendly store layout
  • Easy access to parking lot
  • Complaints quickly and fairly responded to
  • Accurate shelf tags
  • Prices visible when items scanned at check out
  • Store accepts returns without hassle
  • Employees responsive to questions and problems
  • Accurate check out
  • Check out has dedicated baggers
  • All check out lanes open
  • Speedy check out

7
Customer Service Attributes
  • Advertised specials in stock
  • No products on shelf after sell by date
  • Every item in stock/Shelves well stocked
  • Sales prices honored without the need to clip
    coupons
  • Sales prices honored without the need for
    shopper/loyalty card
  • Employees express thanks at the end of
    transaction
  • Employees not engaged in conversation with each
    other
  • Employees show appreciation for customers
    business
  • Employees ask if there is anything they can do
    for you

8
Results
9
(No Transcript)
10
(No Transcript)
11
Top 10 Importance Women
  • Accurate check out
  • Speedy check out
  • No products on shelf after "sell by" date
  • Every item in stock/Shelves well stocked
  • Accurate shelf tags
  • Prices visible when scanned at check out (W)
  • Uncluttered aisles
  • Easy access to parking lot (W)
  • Advertised specials in stock
  • Complaints quickly and fairly responded to (W)

12
(No Transcript)
13
Top 10 Importance Men
  • Accurate check out
  • Speedy check out
  • Every item in stock/Shelves well stocked
  • Uncluttered aisles
  • No products on shelf after "sell by" date
  • Accurate shelf tags
  • Shopper friendly store layout (M)
  • Sale prices honored without the need to clip
    coupons (M)
  • Advertised specials in stock
  • Employees show appreciation for customers
    business (M)

14
Similar Importance
  • Accurate check out
  • Speedy check out
  • Uncluttered aisles

15
More Important to Women
  • No products on shelf after "sell by" date
  • Every item in stock/Shelves well stocked
  • Accurate shelf tags
  • Prices visible when scanned at check out
  • Easy access to parking lot
  • Complaints quickly and fairly responded to

16
More Important to Men
  • Shopper friendly store layout
  • Sale prices honored without the need to clip
    coupons
  • Advertised specials in stock
  • Employees show appreciation for customers
    business

17
Bottom 10 Beliefs Women
  • All check out lanes open
  • Check out has dedicated baggers
  • Sales prices honored without the need for
    shopper/loyalty card
  • Employees ask if there is anything they can do
    for you
  • Employees not engaged in conversation with each
    other

18
Bottom 10 Beliefs Women
  • Employees show appreciation for customers
    business
  • Sales prices honored without the need to clip
    coupons
  • Speedy check out
  • Employees responsive to questions and problems
  • Employees express thanks at the end of
    transaction

19
Bottom 10 Beliefs Men
  • Check out has dedicated baggers
  • All check out lanes open
  • Employees ask if there is anything they can do
    for you
  • Sales prices honored without the need for
    shopper/loyalty card
  • Employees not engaged in conversation with each
    other

20
Bottom 10 Beliefs Men
  • Employees show appreciation for customers
    business
  • Sales prices honored without the need to clip
    coupons
  • Employees express thanks at the end of
    transaction
  • Speedy check out
  • Employees responsive to questions and problems

21
Food Shopping andCustomer Service
  • Background
  • Research Design
  • Results
  • Strategic Options
  • Conclusions Implications

22
Strategic Options
23
Close the Gap on Key Common Attributes
  • Accurate check out
  • Speedy check out
  • Every item in stock/Shelves well stocked
  • Uncluttered aisles

24
Immediately Address the 2 Key Factors That
Exhibit Little Customer Belief
  • Responsiveness willingness to help customers
    provide prompt service.
  • Empathy caring, individualized attention

25
Close the Gap on Attributes More Important to
Women
  • No products on shelf after "sell by" date
  • Every item in stock/Shelves well stocked
  • Accurate shelf tags
  • Easy access to parking lot
  • Complaints quickly and fairly responded to

26
Close the Gap on Attributes More Important to Men
  • Shopper friendly store layout
  • Sale prices honored without the need to clip
    coupons
  • Advertised specials in stock
  • Employees show appreciation for customers
    business

27
Add New Attributes
  • Menu/meal/party planner
  • Internet deli orders
  • Personal shopper
  • Customized shopping list
  • Premiere check out line
  • Home delivery of out of stocks

28
Add New Attributes
  • Hand wipes in produce section
  • Assembled meal components in one place
  • Sanitized shopping carts/baskets
  • Assistance with groceries to car
  • Provide special parking for mothers with small
    children

29
Conclusions and Implications
30
Conclusions and Implications
  • At the very least supermarkets need to become
    more responsive and empathic.
  • A significant opportunity exists to improve the
    customer service experience.
  • Close the gap on the key attributes.

31
Conclusions and Implications
  • A significant opportunity exists to address the
    different need states of men versus women
    shoppers.
  • Think beyond smiles and thank you to enhance
    the customer service experience.

32
Conclusions and Implications
  • Adopt an outside-in, customer focused approach
  • Determine customer service importance beliefs
    take some actionable steps
  • Remember the words of Darwin
  • Cosmetic changes are not enough
  • A one size fits all approach will not work
  • Develop your unique approach to customer service
Write a Comment
User Comments (0)
About PowerShow.com