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Date: 16 December 2010 Boutique Audit

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Page 1: Brand Audit

Date: 16 December 2010

Boutique Audit

Page 2: Brand Audit

12/16/2010

Boutique Audited: Valentino

Date of visit: 12/15/2010

Hour of visit: 18: 00

Length of visit: 30 min

Chosen scenario: Personal Purchase

Prepared by: Bora Qesja & Valerija Usjagina

Page 3: Brand Audit

Contents:

12/16/2010Prepared by: Bora Qesja & Valerija Usjagina

Sensory experience

Human Experience/ Human dimension

Strengths/weaknesses

Page 4: Brand Audit

Prepared by: Bora Qesja & Valerija Usjagina

Sensory experienceGeneral Environment Exterior:

Display windows & surrounding overall clean

Concept in the window well presented

Prices were not visible

12/16/2010

Page 5: Brand Audit

Prepared by: Bora Qesja & Valerija Usjagina

12/16/2010

Interior:

No fresh flowers/fragrance

Products well presented

Sales staff had uniforms

Boutique was clean & well organized

Pleasant background music

Sensory ExperienceGeneral Environment

Page 6: Brand Audit

12/16/2010

Greeted by all staff

Waited less than 10 sec before being approached

Prepared by: Bora Qesja & Valerija Usjagina

Human Experience/DimensionReception

Page 7: Brand Audit

12/16/2010

Vendor Indentified our needs

Asked exactly 3 initial questions

Listened attentively

Reformulated the expectations

A prior visit to the boutique was stated in advance/ Manager recognized

Prepared by: Bora Qesja & Valerija Usjagina

Human Experience/DimensionDiscovery

Page 8: Brand Audit

12/16/2010

3 initial dresses followed by 7 after the clear identification of needs

Models manipulated with care/ clean good state

Impressions were taken into consideration/ unwanted models put aside

Vendor proposed for the models to be tried on **

Prepared by: Bora Qesja & Valerija Usjagina

Human Experience/DimensionPresentation

Page 9: Brand Audit

12/16/2010

Vendor provided advice without appearing pushy

Did not value/romance model/brand

Did not justify price

Accepted/understood objections & resolved them

Did not explain something about model/brand

Prepared by: Bora Qesja & Valerija Usjagina

Human Experience/DimensionExplanation

Page 10: Brand Audit

12/16/2010Prepared by: Bora Qesja & Valerija Usjagina

Human Experience/Dimension

•Sales not concluded/Vendor remained courteous

•Vendor did not give desire to purchase/ product itself did

•Attached services to the model presented/ no price discretion/ no intrinsic qualities recalled

•No advice on how to use the model/no gift

•Inquired if another item was needed

Sales conclusion

Page 11: Brand Audit

12/16/2010Prepared by: Bora Qesja & Valerija Usjagina

Human Experience/DimensionDeparture

•No business card provided/ no catalogue provided/ no offer to register in the database

•Thanked us for the visit/ accompanied us to the door

Acknowledging the person with the client

•Initially distant / did not adapt to language change•Improved by asking for opinions

Page 12: Brand Audit

12/16/2010Prepared by: Bora Qesja & Valerija Usjagina

Sales Person

Client

Functional relationship

Positive Human Relationship

ON

ON

ON

ON

Page 13: Brand Audit

12/16/2010Prepared by: Bora Qesja & Valerija Usjagina

•Empathetic & not judgmental ( smiling, very helpful)

•Tried to cross sell with items that matched the taste

•Made us feel like the only clients there

Strong Points

Page 14: Brand Audit

12/16/2010Prepared by: Bora Qesja & Valerija Usjagina

Points to Develop

•Window display concept (more luxurious items to represent the brand)

•The lightening as a value adder

•The window display does not match much with the offering inside

Page 15: Brand Audit

Prepared by: Bora Qesja & Valerija Usjagina

THANK YOU FOR YOUR ATTENTION!

QUESTIONS ARE WELCOME!

12/16/2010