burlington coat factory group presentation

““Who is She?”Who is She?”

Presented by the Intern Class of 2012

AgendaAgenda

Focus of Project

Executed Process

Results

Suggestions for Opportunities

Focus areas for the teamFocus areas for the team

Who is the Burlington customer?

Why does/doesn’t the customer choose Burlington?

What is the store experience like?

◦ From the Outside?

◦ From the Inside?

◦ In each department?

Project BriefProject Brief

Utilize 45 interns to collect data

Split into teams

External Evaluations

Departmental Evaluations

Three Rotations◦ In-Store Detective

◦ Surveyor & Interviewer

◦ Walk-Out Viewer

Collaborative Store Observation

NOTE: Partial Sample…NOTE: Partial Sample…

Locations

Limited to a 29 store sample in New Jersey, Pennsylvania, Delaware and California

Not a correct proportion of all Location types (Malls, Retail centers, etc) represented

Non-peak shopping hours

Excludes weekend shopping (11 stores on Mondays, 10 on Tuesdays, 2 on Wednesdays, & 4 on

Thursdays)

Excludes evenings and nights (most stores observed between 10am – 1pm)

Sample Sizes

229 Surveys collected over a 10 day period (7/9-7/19)

1,952 customers viewed

What we foundWhat we found The assortment in Ladies Apparel, Children's and Shoes is particularly important

since most customers shopped for themselves or their kids; and most customers shopped Ladies Apparel and Shoes

Customers shop at Burlington for the value and prices; Burlington should continue reinforcing this message

Store operations that are in place are resulting in a clean and organized store environment ◦ Most customers stated they found everything they were looking for (“assortment was just

right”; “stores were neat” and “racks were organized”)

However, of the customers who did not find what they wanted, “Size” was stated as the primary issue; therefore continuing to organize merchandise by sizes and improving availability of “plus sizes” could help those customers

26% of shoppers were accompanied by family or friends and these shoppers were more likely to buy something than those who visited by themselves; therefore Burlington should continue emphasizing a “social shopping” experience◦ To further improve conversion rate of “lone shoppers”, Burlington could find more shopping

aids such as mirrors throughout departments; associates around Suits to assist with sales etc.

DemographicsDemographics

Source: Observations at 29 stores in New Jersey, Pennsylvania, California

• Greater Ethnic skew in data• Due to mid-week and mid-day samples, greater than expected shoppers were 50yrs+

30-3917%

25-2911%

18-2421%

Other 3%Asian 3%

Hispanic15%

African American

38% 40-4916%

50-75k24%

25-50k27%

<25k15%

Female73%

50-6525%

65+10% Male

27%

75-100k19%

>100k15%

Stated Shopping BehaviorsStated Shopping Behaviors

# respondents


• Most customers interviewed were:• Shopping for themselves, or their children• 60% were best customers (5+ trips in last 12 months)• Ladies apparel and Shoes were the most frequently visited departments

Why Burlington?Why Burlington?


# of times each option was selected

What do you enjoy most about shopping at Burlington?

(check all that apply)

Did you feel the assortment was:

• Most customers interviewed shopped us for the “Great value and prices” we offer• 82% felt our assortment was “Just right” or “Average”; 12% stated “too small”; 6%

“Overwhelming”

Visual Assessments of Store Interiors Visual Assessments of Store Interiors


• Most stores were neat and racks were well organized

• None of the stores visited were too unorganized or too packed to pull out merchandise from racks

• Only 2 stores were messy and 5 stores had misplaced merchandise or products on the floor

Desired state Undesired state

Visual Assessment of Checkout areaVisual Assessment of Checkout area


• Majority of stores were stocked efficiently and left an impression of cleanliness

• 3 stores were overflowing with POS/Queuing merchandise and 1 store had piles of clothes behind checkout area

Undesired stateDesired state

Views about BCF Shopping ExperienceViews about BCF Shopping Experience

Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware, and California

• Most customers found what they were looking for• Of those that did not, 70% could not find the Style or the Size they wanted

Did you find everything you were looking for? If not, why not?

Profile of Shoppers Who Did Not Find What They WantedProfile of Shoppers Who Did Not Find What They Wanted


• Older female and affluent customers have a harder time finding what they want in our stores.

Ethnicity Age

IncomeGender

Number of Shoppers who did not find what they were looking for in that department

Departments Shopped Departments Shopped By Shoppers who did not find what they were looking forBy Shoppers who did not find what they were looking for

Source: Observations at 29 stores in New Jersey, Pennsylvania, Delaware and California

• Of the shoppers who could not find what they wanted, Ladies, Shoes and Accessories were most prominent

• Despite a smaller shopper base, Home had 28% customers who did not find what they wanted

25% 44%

28%

22%

8% 12%11%

18%

Shopping In GroupsShopping In Groups


• The percentage of purchases are higher for groups compared to purchases by individuals• The rate at which men and women shop is groups is very similar

# of groups observed

Foot Traffic Observed

N=999 N=1408

Future IdeasIn support of group shopping, Burlington should look into bringing in a small restaurant or café to the storesRenovation or Remodels Stores should be treated as new stores

◦ The outer signage should also be renovated to market to customers in the neighborhood◦ There should be a re-grand openings for all renovations or remodels to excite customers whom have possibly been

turned away in the past

Equipment should be hidden an out of reach from customers◦ Create a few designated hidden locations for associate tools ◦ Designate an area for equipment such as ladder and lifts

In Store Experience can constantly improve◦ Reinforce the audio ads to play in the store every 15-20 minutes◦ Discuss having more associates on the floor to assist customer

ExperienceCustomer interaction is vital to support any data

◦ It was great to visit the stores and speak with customers and associates

Having support throughout the process was key to success◦ From HR to Strategy, we appreciate all of the help and support to reach these findings

Saying you are a team and being a team are two different things◦ All of the interns were more than helpful and critical to getting the job done

Parting ThoughtsParting Thoughts

Thank YouThank You

First Timers Vs. Best CustomersFirst Timers Vs. Best Customers

Ethnicity GenderAge Income

40-4920%

18-2440%Cauc

31%

AA34%

Hisp11%

Asian 1%

Other23%

Cauc67%

50-6529%

65+10% M

20%

40-4914%

30-3920%

25-2911%

18-2416%

50-6540%

M78%

F80%

50-75k50%

20-50k50%

>100k9%

75-100k16%

50-75k26%

25-50k37%

<25k12%

F22%

FT FTFT FTB BB B

• The data shows more variety in best customers over first time customers. The largest change can be seen in gender. Most Best customers are Males in comparison to more females being first time customers.

AppendixAppendix


5 5 5 5125 125 125 125N

Profile of a customer who has shopped within the past monthProfile of a customer who has shopped within the past month

AppendixAppendix

• Additional metrics to “First Time Customer versus Best Customer”

Asian 2%

Other/No Answer

18%

Hispanic 14%

African American

37%

65+11%

50-6524%

40-4916%

30-3920%

25-29 8%

18-2421%

Male20%

Female80%

<25k16%

25-50k38%

50-75k24%

75-100k12%

>100k10%


Departments Shopped by GenderDepartments Shopped by GenderMale Female


12%

11%

23%

15%

20%

58%

38%

11%

89%

89%

88%

85%

80%

77%

62%

41%

• Most departments were heavily populated by females.• However, the Men’s and Coats departments seemed to be the

focus for the male shopper in proportion to the female shopper.

121

46

26

41

49

65

8

60

AppendixAppendix

Purchase BreakdownPurchase BreakdownThere were 1527 customers that appeared to be over the age of 25 and out of these people:

•Most were women between the ages of 26-50 • Of all the males purchased a vast majority (73%) were 26-50

AppendixAppendix


Walk-Out-Viewer Observations (not from survey)Walk-Out-Viewer Observations (not from survey)


Female

Male

No Purchase

Purchase

GenderOverall Merchandise

Purchase

AppendixAppendix

Walk-Out-Viewer Observations (not from survey)Walk-Out-Viewer Observations (not from survey)


Female

Male

No Purchase

Purchase

GenderMerchandise

Purchase by Gender

No Purchase

Purchase

AppendixAppendix

Type of Groups

n=255groups

AppendixAppendix

Types of Groups Who ShoppedTypes of Groups Who Shopped


• 49% of groups who walked in the store could be viewed as friends while 32% were couples

burlington coat factory group presentation

Documents

customers viewedwhat

burlington customer

best customers

shopping aids

prices burlington

store sample

new jersey

right stores