Retail Field Research

Project status
Project posted
3rd June 2014
Project duration (approx.)
16.0 Days
Budget (approx.)
€3000 / day
Industry
Retail
Area of expertise
Sales / Business Development
Required market experience
United Kingdom (Essential)
Consultant location
Off-site

Background & Objectives

Our Client is looking for four field
researches to conduct a series of retail measurements for our client’s stores
in Wimbledon and Westfield.

WHEN & WHEREWIMBLEDON: 9th of June
till the 22nd of June (both days included)

WESTFIELD: 12th of June
– 25th of June (both days included)

Measurements are to be conducted between the hours of 11am till 7
pm each day for approx. 3 hours a day during the periods (weekends incl.)

Research topics:

-       Customer
dwell time

-       Service
and traffic

-       Customer
satisfaction

-       Staff
routines

The job will be paid according to qualifications

Key deliverables

DETAIL
OF MEASUREMENT

2.1 CUSTOMER
DWELL TIME

-       
Definition: Dwell time = Length of time
people spend in the store

-       
Action: Measure time customer enters
the store until they leave (use stopwatch)

2.2 CUSTOMER
SATISFACTION

-       
Definition: Customer Satisfaction = Customer
Satisfaction with store service

-       
Action: Mini exit survey (in order to
get as many responses as possible), focus on service.

 2.3 NO.
CUSTOMERS SERVED (DURING PEAK HOURS)

-       
Definition: No. Customers served = No.
Customers attended to by staff on the shop floor

-       
Definition: Peak Hours = the 2 busiest
hours in the store, Note. Each stores ‘Peak Hours’ will be different and must
be defined before tests by communicating with store manager

-       
Action: Measure number of customers
attended to by staff bringing out products to try or assisting with A&A
during peak hours (use counter – does not have to include an actual sale)

2.4 TIME
SPENT FINDING 3 PAIRS IN STOCK ROOM

-       
Definition: Time spent finding 3 pairs
in the stock room = time from customer request and staff leaving customer to
returning with 3 boxes to the customer on shop floor

-       
Action: Measure the time from customer
request and staff leaving customer, to returning with 3 boxes to the customer
on shop floor (use stop watch)

TEST
TEAM & TOOLS REQUIREMENTS

-       
2 x researchers (1 x in-store
measurements / 1 x exit survey) per store

-       
Mini Exit Survey (would be great on a
hand held device / ipad)

-       
Stop watch

-       
Counter

Consultant requirements

Requirement: Do you speak fluent English?
Desired response: Yes

Requirement: Are you available 3 hours a day for the entire period?
Desired response: Yes

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