1. 1. The Most Effective Strategy to Increase Consumer User Experience for BowTieCause.com Anthony Barrett Robert Yanik Michelle Sanks
2. 2. 1. Executive Summary 2 BowTie Cause creates and sells custom bowties for organizations that benefit a cause. For each bowtie that is purchased, $10 of the purchase is donated to the organization that the bowtie supports. BowTie Causes primary target market is men ages 18-54, who have a need to express themselves through the clothing they wear as well as supporting philanthropic causes. Our team was able to create a research design by determining a managerial decision opportunity and five objectives. The goal was to determine the most effective strategy to increase user experience for BowTieCause.com. The five research objectives to help determine the best strategies are: 1. Understanding what drives the end consumer to BowTieCause.com. 2. Understanding buying behaviors of consumers online in comparison to storefront consumers. 3. Researching how consumers interact with philanthropic purchases online. 4. Investigating how website layouts influence final decision-making. 5. Analyzing why consumers buy from BowTieCause.com. Initially, the team found secondary data that answered the research objectives by using the literature search research method on databases such as IBIS World and Mintel. Creating a survey using Qualtrics helped complete the data collection method. The survey was the main form of data collection, but some insights were gained from an in- depth interview. The results from the survey yielded primary data that answered all of the research objectives that were previously established. The survey was distributed through an email blast on a specific email list from BowTie Cause clients. Additionally, the survey was shared on Facebook and emailed to a few participants. The total time of the data collection for the survey was one month, spanning from the beginning of November to the beginning of December 2014. The results of the survey showed that even though online shopping is on an upward trend, more people want to shop in storefronts rather than online. Also, users were able to show where they would click on the homepage to start navigating through the BowTie Cause website. More than three-quarters of the respondents belonged to the age bracket of 18-24. Additionally, more than half of the participants who said that they did not need to try on a bowtie before buying it also had a strong preference to shop in a storefront. By answering all of the research objectives, the team was able to create recommendations to enhance the overall user experience for BowTieCause.com.
3. 3. 2. Background (RFI) 3 Managerial Decision Opportunity: What is the most effective strategy to increase consumer user experience for BowTieCause.com? This MDO is strategy oriented. After our initial key informant interview with the CEO of BowTie Cause, Amanda Williams, our team identified five research objectives based on the managerial decision opportunity regarding the overall user experience of BowTie Cause. To further understand and leverage these objectives, the findings of our research can potentially influence the overall goals as stated by the CEO; drive online sales, expand into additional markets, and increase online traffic. The five research objectives are as follows: 1. Understanding what drives the end consumer to BowTieCause.com. 2. Understanding buying behaviors of consumers online in comparison to storefront consumers. 3. Researching how consumers interact with philanthropic purchases online. 4. Investigating how website layouts influence final decision making. 5. Analyzing why consumers buy from BowTieCause.com. The main focus of the research objectives was to understand how to enhance the overall user experience of BowTie Cause customers. For research objective one, our team strived to understand why consumers gravitated towards BowTieCause.com We wanted to determine what worked well for the website and what needed to be improved upon. Discovering what drives the consumer to BowTieCause.com will help BowTie Cause further improve successful practices as well as, expand on unexplored opportunities. For research objective two, our team wanted to figure out the buying behaviors of consumers shopping online verses consumers shopping in store. By discovering consumers preferences of both online shopping and storefront purchases, BowTie Cause has the opportunity to create the most satisfying online shopping experience for their customers. For research objective three, our team wanted to focus on the reasons behind consumers buying products for philanthropic reasons. By understanding what motivates the consumer to support a specific cause, BowTie Cause can strategically reach out to past customers, as well as entice potential consumers to visit BowTieCause.com.
4. 4. 4 For research objective four, our team wanted to focus on the influence website layouts have on final decision making. Discovering how consumers successfully interact with BowTieCause.com may help BowTie Cause increase website activity and in turn, increase profits. For research objective five, our team wanted to understand why consumers chose to buy from the BowTie Cause website. We wanted to discover what stimulates the consumer to go to the website and purchase their products. Understanding aspects of purchasing such as philanthropic tendencies and overall online experience can help BowTie Cause market themselves to achieve the ultimate end goals of the company As a team, we became business partners with our client by ensuring that our research objectives aligned with the overall goals of BowTie Cause. We discussed and evaluated how our objectives would be beneficial to improving bowtiecause.com and each individuals overall user experience. With continuous collaboration with Amanda Williams and BowTie Cause, we believe our findings will assist in achieving these goals. In order to be successful in gathering information about these objectives, defining the target market is necessary. By utilizing literature search, our team is in agreement that men between the ages of 25 and 54 who are prosperous, brand conscious individuals with the socioeconomic standing of upper middleclass. They are socially active and have influence among their peers and other consumers. These digital savvy individuals are consistent customers of neckties and bowties related to philanthropic causes as found in MRI+ and Hitwise databases. Our team used both quantitative and qualitative methods for data collection. The quantitative findings were researched through strategically creating a survey that minimized error and proved to be clear and concise. In addition, we conducted in depth informant interviews to collect expert qualitative data. Consequently, we were able to learn about consumer behaviors regarding interactions of online shopping. Ourteambelievesthesefiveresearchobjectiveswillhelpevaluatetheoveralluser experienceofthecustomersofBowTieCause.com.Understandingaspectsoftheonline experience,suchas,drivers,motivations,preferences,andnavigationtendencieswillhelp BowTieCauseimproveontheirproductsandservices.Theseresearchobjectiveswillthen helpBowTieCauseimprovetheirultimatemission,generatingawarenessandfundsfor philanthropicorganizations.
5. 5. 5 Data Collection Tools we utilized to collect data included both a Focus Group Moderator Guide and a Qualtrics Survey. Both were used to tailor specific questions to the audience regarding our MDO, and to gain insights from the minds of the typical consumer. Focus Group Moderator Guide The moderator guide we conducted consists of nine questions to ask participants. These nine questions are divided into three unique sections: The first two engagement questions are warm up questions to help participants feel comfortable with the topic. The next six exploration questions are all open ended, intended to address all five of the stated research objectives. These questions are relatively broad in order to promote discussion within the group and cover all aspects of our MDO. The last question is an exit question to give the participants the opportunity to share any additional information they might wish to share. Engagement Exploration Exit This focus group moderator guide also helped direct our team in choosing questions for in-depth interviews and the final survey created through Qualtrics
6. 6. 6 Qualtrics Survey The Qualtrics survey includes six nominal questions, five interval questions, five demographic questions, a heat map to see where the participants click first on the BowTie Cause homepage, and two open-ended questions about consumer satisfaction when navigating BowTieCuase.com. The variation in measurement levels gives a good balance of both reliable and strong data, without overwhelming the participant with a complexity. These questions also support our research objectives by collecting data on the consumers reactions when using the website rather than the hard numbers of the website analytics. This particular breakdown is helped to minimize non-sampling errors by allowing anyone with experience utilizing BowTieCuase.com to complete the survey. We utilized Qualtrics skip logic to allow those who have ever purchased a bow tie to continue with more questions about their behavior while doing so. The arrangement of the questionnaire was ordered to support the research objectives and easily guide the participant to the next block of questions. The survey was also created to keep the users attention. Encouraging transition sentences and block questioning were also used to help reduce random errors. Pretesting Tested over 500 times through Qualtrics Advanced Options Software. Evaluated by two student teams Assessed by Loyola University Chicago graduate assistant **Evaluations were conducted by following a writing great questions checklist that addressed what to avoid when creating survey questions.
7. 7. 7 Leading questions and other biases were absent from this survey. Response options were determined to be exhaustive through evaluations and pretesting. The techniques mentioned above such as block questioning and skip logic contributed to the surveys value. Random error was also minimized, but not completely avoided, by creating an environment for the participant to fully engage in the survey. Although there was no time pressure on our end of the survey, we recognized that aspects of the participants physical environment, procedures, and emotional state should be accounted for. Systematic errors were also minimized by the clean and concise structure of the survey that encourages the participant to finish the survey with genuine answers. All questions we also complete and relevant that supported the overall research objectives.
8. 8. 8 Sampling and Data Collection The sampling frame of BowTie Cause included men between the ages of 18-54 who are extraverted, prosperous, and brand conscious individuals with socioeconomic standing of upper middleclass. The faming frame also consisted of these men having previous interest in philanthropic causes as well as experience with purchasing apparel online. Men with these characteristics is the ideal target market of BowTie Cause. Although these distinguishing factors were valued, majority of population and potential participants had a fair chance to complete the survey, even if they did not possess all elements. Our team distributed the survey via multiple platforms to reach out to as many potential participants as possible. The survey was sent out through email blasts of past BowTie Cause customers, as well as, social media outlets of the team. Twitter and Facebook posts were used to lead the user to the survey. Although these posts were successful in generating more responses, the reach was limited to friends on Facebook and followers on Twitter. The restrictions on reach were clearly present in analyzing the completed data of the survey. There were several similarities of majority of respondents such as education level, income, gender, and age. Although an underrepresented population was present the validity and reliability of the actual participants was high. Therefore, we believe our data collection stills has high quality and value to the overall objective of BowTie Cause.
9. 9. 9 When obtaining data collection our team acted in an ethical manner. We referenced ICC/ESOMARs International Code on Market and Social Research to make sure we were carrying out our sampling and data collection to exceed ethical standards. Our team recognized that, market research depends for its success on public confidence-that it is carried out honestly, objectively, and without unwelcome intrusion or disadvantage to its participants (page, 3). We took actions that only ran complimentary to the codes and conduct of this promise. We were faced with potential ethical dilemmas such as using and sharing personal information without consent and transparency; however, as researchers to ensure internal validity we avoided violating our participants in this way. Data Analysis Considering Preliminary Steps As stated previously, data was collected through Qualtrics. However, to analyze the data correctly we migrated the data from Qualtrics to SPSS through the following steps: In order to properly analyze the data, out team turned the value columns into frequencies. The value was first to be identified as 1 = yes and 2 = no to ensure valid data was interpreted. After these steps were taken, we matched the variables to the related research objective with the newly clean data. View Results Download Data Saveas .savfile Identify Variables Code Variables
10. 10. 10 Data Analysis Considering Individual Variable Our team analyzed specific variables that supported our five research objectives. The majority of the data collection was take from questions, 2, 3, 5, 7, and 11 of the distributed survey. We found these were most important for frequency analysis, partly because they were most regularly found on the Data Analysis Plan. Research objective one is to understand what drives the end consumer to BowTieCause.com. If Understanding what drives the end consumer to BowTieCause.com. Understanding buying behaviors of consumers online in comparison to storefront consumers. Researching how consumers interact with philanthropic purchases online. Investigating how website layouts influence final decision-making. Analyzing why consumers buy from BowTieCause.com. Q5 Q7 Q3 Q11 Q2
11. 11. 11 consumers are visiting the website to purchase a bowtie and experience online apparel shopping, this can influence sales of BowTieCause.com and ultimately help BowTie Cause make decisions that push consumers to increase traffic to their website. Research objective two deals with understanding how shopping for bow ties differed between online shopping and brick and mortar shopping. Understanding the behaviors of consumers such as, if they physically try on bowties, can further help us understand the effects of BowTie Cause having only an online presence. Research objective three consists of understanding consumers online interactions with philanthropic causes. Analyzing if a consumer is more inclined to buy something related to a philanthropic cause can potentially help BowTieCause understand how their competitive advantage of being tied to a cause effects their overall business. Research objective four concerning the influence of website layouts have on a consumer can help determine if the overall experience with the website have an impact on whether or not a consumer makes a purchase. These findings can help BowTie Cause make changes to the website where consumers had a negative experience. Research objective five, lastly reflects why consumers generally decide to buy from BowTieCuase.com. Understanding if a consumer responds to the idea of supporting a philanthropic cause through online apparel purchasing can help BowTie Cause market their inventory more successfully. Webelievethesesurveyquestionsare mostcriticaltoansweringourMDO.
12. 12. 14 Data Analysis Considering Multiple Variable (Cross-Tabs) Our team created a crosstab for each research objective to further answer individual objectives as well as our MDO. For research objective, creating a cross tab between Q5 and Q7, will help us understand how preferences of shopping online rather than retail stores influences the purchasing of bowties in general. The cross tab created for research object two, using the survey questions 7 and 8 will help BowTie Cause analyze how having an online presence with no interaction with salespeople effects the reasons why some consumers might not choose to purchase from BowTieCause.com. Analyzing the cross tab for research object three, helps BowTie Cause understand how much disposable income can affect the way a consumer responds to the opportunity to use that money for a philanthropic cause. This can help market towards consumers who are willing to make a monetary contribution to a specific cause. For research objective four, we created a cross tab between Q11 and Q13a&b. Understanding the effects of how the layout of the website contributes to the overall usability and navigation of the website can contribute to BowTie Cause making needed changed to guide the user through the website in order to complete a purchase. This specific crosstab helps see how the visual aspects of the website relate to the overall experience of the consumer. Research objective five was further understood by forming a cross tab between Q2, Q5, and Q21b of the distributed survey. This crosstab combines aspects of BowTie Cause such as selling bowties, dealing with philanthropy, and how being only an online store affects the overall reasons consumer choose to purchase buy from BowTieCause.com. Results Webelievethesesurveycrosstabsaremostimportanttoeachindividual researchobjective,aswellashelpinginansweringtheoverallMDOconcerning theuserexperienceofaconsumerofBowTieCause.com.
13. 13. 4. Conclusion 13 After analyzing the data that was collected through the research process, there are several conclusions that can be made. For research objective one, understanding what drives the end consumer to BowTieCause.com, our team was able to gather primary data on whether consumers preferred shopping online or storefront. In the current market, online shopping is on an upward trend, but the primary data our team collected said otherwise. 69% of participants stated they preferred shopping in a store as opposed to online (Figure 1)1 . Our team found this very interesting because 77% of the participants were in the age group of 18-24 (Figure 2). Traditionally, Millennials are viewed as a tech savvy, forward-thinking generation. Surprisingly, many respondents stated they wanted to shop in a store as opposed to online which goes against the trends in todays marketplace. For the second research objective, understanding buying behaviors of consumers online in comparison to storefront consumers, our team asked consumers how frequently they tried on bowties before purchasing one while shopping for a bowtie. The vast majority of participants said they rarely tried on bowties, which can be expected. A lot of people do not think its necessary to try on bowties because they are one size fits all. On the other hand, 14% of the participants answered that they always tried on bowties before purchasing them (Figure 3). This is an interesting point of data to focus on because BowTie Cause is an online-only company. The consumers who marked that they always tried on the bowties would not be able to try on a bowtie from BowTie Cause before purchasing it, due to it being an online-only company. 1 All figures are located in the Appendix
14. 14. 14 Furthermore, our team was able to run a cross tab of the questions mentioned above for research objectives 1 & 2 to determine if there was a correlation between buying behaviors and what drives consumers to BowTieCause.com. 63% of consumers who stated that they preferred shopping in stores said that they rarely tried on bowties. Conversely, 100% of consumers who stated that they always tried on bowties also said that they preferred to shop in stores (Figure 4). The 63% who said that they didnt need to try on bowties but preferred shopping in stores would be a group of people that BowTie Cause has an opportunity to convert into customers. These consumers would need to be encouraged to shop online rather than in a storefront. For the third research objective, researching how consumers interact with philanthropic purchases online, the team asked if participants were more inclined to buy an article of clothing if there is a philanthropic cause supported by it. 63% of respondents said that they are more likely to purchase clothing that supports a cause (Figure 5). However, our team asked if it was important to consumers that a company they purchase products from supports a philanthropic cause rather than not. Interestingly enough, only 55% of respondents stated that a company needed to support a philanthropic cause (Figure 6). With that in mind, a conclusion can be drawn that consumers care less about if a company supports a cause rather than if a specific item of clothing supports a cause.
15. 15. 15 Next, research objective four was investigating how website layouts influence final decision-making for consumers. Our team decided to present participants with a copy of BowTie Causes homepage of the companys website via Qualtrics Heat Map format. Participants were asked to click on the picture where they would click to start navigating through the website. Several findings were drawn from this question. To start off, the vast majority of participants clicked on the Shop tab of the navigation bar. This is valuable because it shows consumers want to look at products first and start shopping around. However, there was a spike over the logo at the top of the homepage. This can be difficult for the consumer to navigate through the website because clicking on the logo brings consumers back to the homepage, which is where they already are. Lastly, there was an increase of hits on the arrow that moves the images that scroll on the homepage. This shows that those consumers are interested in learning more about the company rather than directly going to the shop first. The consumer clicking patterns displayed on the BowTie Cause homepage that was collected through the survey can be found in Figure 7 of the Appendix. Finally, research objective five was analyzing why consumers buy from BowTieCause.com. Our team was able to perform in-depth interviews and collect survey data to help accomplish this objective. Specifically, one of the interviews was conducted with a potential customer. The consumer had never heard of or shopped on BowTie Causes website. During the interview, he was shown the website. He stated that he trusted BowTie Cause as a company from the aesthetics of the website alone. He said that having a modern and professional look makes the company trustworthy. He said he would trust using BowTie Cause for purchases, knowing that he would be getting what he paid for rather than scammed. When trying to attract new customers to a company, it is important that consumers trust the company from the first interaction. An infographic published by Vertical Measures, a search, social, and content marking firm in Phoenix, AZ, stated that it only takes .2 seconds for a consumer to form an opinion about a brand (Pritchard). Within the first second a consumer visits the BowTie Cause homepage, they will have already formed an opinion about the company and brand. Therefore, it is essential that consumers trust the website.
16. 16. 16 Analysis Valid and reliable recommendations can be made from the data that was collected by our team. The survey had internal validity because consumers were promising anonymity for their responses. This encouraged consumers to answer honestly if they know that their answers will remain anonymous. Additionally, our team added skip-logic to a few of the questions in order to give each participant relevant questions for him or her based on what he or she answered previously in the survey. This kept consumers on track and make sure that they were not asked questions that did not apply to them. In addition, the survey can be considered limited because a large amount of the responses came from a small population of fraternity men at Loyola University Chicago. This could be considered a poor collection error of the data because many of the fraternity men at Loyola University Chicago wear bowties often. Consequently, there could be some bias towards BowTie Cause as it is a company that predominantly sells bowties. This error would also reflect why there were so many participants that fell into the 18-24 age bracket. That being said, our team offers the following strategies to enhance and create a better user experience for BowTie Cause customers and potential new customers: Homepage Direct the logo on the top banner of the homepage to go to somewhere else in the website. Attaching a different link to the logo on the homepage can help BowTie Cause direct visitors to a page of the website that may not get as much attention. Additionally, create updated content for the scrolling banner on the home page. Updating the content on the home page every few weeks is beneficial for user experience because every time users go to the BowTie Cause website, there will be new content or thought leadership published. This creates opportunities for consumers to interact with the brand and company values. Generalizations can be formed from the data, even though the entire target market of people who purchase bowties was not surveyed. All of the participants data was collected from fell into the age range of 18-54, thus, making it externally valid.
17. 17. 17 Engaging the Storefront Consumers Focus on trying to get BowTie Cause bowties into retail store. Engaging consumers in a retail store such as Macys or Nordstrom through a display in the mens section for formal wear would not only increase sales of the bowties, but also create consumer interaction with BowTie Causes brand and products. Public Relations Effort Reach out to any of the local universities and offer to create a custom bowtie for fraternities or other Greek-life organizations to order. This could be transitioned into a national-level campaign of Greek-specific bowties.
18. 18. Works Cited ESOMAR. "ICC/ESOMAR International Code on Market and Social Research." ICC/ESOMAR International Code on Market and Social Research (2007): n. pag. Print. HitWise. "Most Popular Websites in Lifestyle - Mens Sites Ranked by Visits Share." HitWise. HitWise, Dec. 2014. Web. 15 Dec. 2014. Pew Research. "Millennials in Adulthood." Pew Research Centers Social Demographic Trends Project RSS. Pew Research, 06 Mar. 2014. Web. 14 Dec. 2014. . Pritchard, Erin. "First Impressions: How Are People Interacting & Reacting to Your Brands Website? [INFOGRAPHIC]." Vertical Measures. Vertical Measures, 21 Mar. 2013. Web. 13 Dec. 2014. . Qualtrics. "Understanding Statistics - Qualtrics." Qualtrics. Qualtrics, 2014. Web. 15 Dec. 2014. .
19. 19. 1. Qualtrics Survey The Next UX Q1 Hello, We are conducting a survey about how users interact with retail websites, focusing more specifically on BowTieCause.com. We would love to hear from you. The data collected will be used to enhance the overall user experience when interacting with BowTieCause.com. All information attained will only be used for the purposes of BowTie Cause and will be kept private. After you have completed the survey, you will receive: 10% off discount at checkout through December 24th, using the discount code provided at the end of this survey. If you have any questions or concerns, please email Robert Yanik at ryanik@luc.edu. Thank you in advance for your participation. Q2 Is it important that a company you purchase products from supports a philanthropic cause? m Yes (1) m No (2) Q3 Are you inclined to buy an article of clothing if there is a philanthropic cause behind it? m Yes (1) m No (2) Q4 Given a scenario where you have $100 extra to spend for the month, how much money would you donate to support a philanthropic cause? ______ Less than $10 (1) Q5 Do you currently own a bowtie? m Yes (1) m No (2) Q6 Keep Going!! On the next page, we want to know more about how you shop for your clothing. Q7 Do you prefer to shop online or in a retail store? m Online (1) m Store (2) m Other (3) ____________________
20. 20. Q8 When shopping for apparel, how often do salespeople influence your purchase decision? m Rarely (1) m Sometimes (2) m Always (3) Answer If Have you ever purchased or do you currently own a bowtie? Yes Is Selected Q9 When you are looking for bow ties, how frequently do you try them on? m Rarely (1) m Sometimes (2) m Always (3) Q10 On the next page, we want to know a little about how you would start using the BowTieCause website. Q11 This is the homepage for BowTieCause.com. Please click on the page as if you were using the webpage yourself. Where would you click first to start looking through the website? Please only click one area, then move on to the next question.
21. 21. Q12 You're awesome. Up next, we want to know what you think about the overall quality of the website. Q13 Please open the BowTie Cause website in a new tab. Using the website, please answer the following questions relating to how easy it is to use. Strongly Disagree (1) Disagree (2) Neither Agree nor Disagree (3) Agree (4) Strongly Agree (5) It is easy to get anywhere on this retailer's website. (1) m m m m m I don't get lost on this retailer's website. (2) m m m m m This website allows you to find a page previously viewed. (3) m m m m m This website allows you to go back if you make a mistake or want to change your order. (4) m m m m m Q14 Please keep the webpage open, you will need it for the next question. We want to know about what you think of the design of the website next.
22. 22. Q15 Please open the BowTie Cause website in a new tab if you closed out of it. Using the website, please answer the following questions relating to how the website has been designed. Strongly Disagree (1) Disagree (2) Neither Agree nor Disagree (3) Agree (4) Strongly Agree (5) The retail site is visually pleasing. (1) m m m m m The website design is unique and innovative. (2) m m m m m The graphics and pictures on the website are clear and crisp. (3) m m m m m The text on the website is easy to read. (4) m m m m m I do not have to scroll from side to side in order to see the whole page. (5) m m m m m Q16 Please keep the webpage open, you will need it for the next question. We want to know about how credible you think the website is.
23. 23. Q17 Please open the BowTie Cause website in a new tab if you closed out of it. Using the website, please answer the following questions relating to the credibility of the information presented on the website. Please try to set up a "mock purchase" by selecting a product and then pretending to check out, without actually purchasing the items, to help you with the questions. Strongly Disagree (1) Disagree (2) Neither Agree nor Disagree (3) Agree (4) Strongly Agree (5) This retailer's advertised items are in stock. (1) m m m m m This retailer provides information on how much an item costs with the shipping costs included. (2) m m m m m This retailer provides accurate information about when orders will be received. (3) m m m m m This retailer's website has a running total of purchases as you add more items to the cart. (4) m m m m m Q18 Please keep the webpage open, you will need it for the next question. We want to know about how functional you think the website is.
24. 24. Q19 Please evaluate the BowTie Cause website for user experience by answering the following questions as it relates to the overall function of the website. Strongly Disagree (1) Disagree (2) Neither Agree nor Disagree (3) Agree (4) Strongly Agree (5) The website does not crash (1) m m m m m The website pages load quickly (2) m m m m m The retailer provides numerous payment options (3) m m m m m Q20 Almost done! We just want to know how pleased you were with your overall experience using the BowTie Cause website. Q21 How satisfied have you been with your interaction with BowTie Cause website (www.BowTieCause.com)? Strongly Disagree (1) Disagree (2) Neither Agree nor Disagree (3) Agree (4) Strongly Agree (5) SatisfactionOverall, I am very happy with the service experience. (1) m m m m m In general, I am very pleased with the quality of the service this retailer provided. (2) m m m m m I feel pretty negative about this retailer. (3) m m m m m Answer If How satisfied have you been with your interaction with CO... Satisfaction
    Overall, I am very happy with the service experience - Agree Is Selected Or How satisfied have you been with your interaction with CO...
25. 25. Satisfaction
    Overall, I am very happy with the service experience - Strongly
    Agree Is Selected Q22 What is it that made you so happy with your service experience? Answer If How satisfied have you been with your interaction with CO... Satisfaction
    Overall, I am very happy with the service experience - Strongly
    Disagree Is Selected Or How satisfied have you been with your interaction with CO... Satisfaction
    Overall, I am very happy with the service experience - Disagree Is Selected Or How satisfied have you been with your interaction with CO... I feel pretty negative about this retailer - Agree Is Selected And How satisfied have you been with your interaction with CO... I feel pretty negative about this retailer - Strongly
    Agree Is Selected Q23 What in your service experience could have been improved? Q24 Coming up next, we just want to know some information about you to help us understand the answers. Q25 These final few questions will help us to understand your answers. Again, all information is confidential.What is your age? m 18 to 24 years (2) m 25 to 34 years (3) m 35 to 44 years (4) m 45 to 54 years (5) m 55 to 64 years (6) m 65 to 74 years (7) m 75 to 84 years (8) m 85 years and over (9) Q26 What is your sex? m Male (1) m Female (2) Q27 Education level completed. Please select the highest. m High School / GED (2) m Some College (3) m 2-year College Degree (4) m 4-year College Degree (5) m Graduate Degree (Masters, Ph.D.) (6) m Professional Degree (JD, MD) (7)
26. 26. Q28 What best describes your Race/Ethnicity? (Multiple items may be selected) q White (1) q Black, African American, Negro (2) q Spanish/Hispanic/Latino, Mexican, Mexican Am., Chicano, Puerto Rican, Cuban, other Spanish/Hispanic/Latino (3) q Asian Indian, Chinese, Philipino, Japanese, Korean, Vietnamese, Native Hawaiian, Guamanian or Chamorro, Samoan, Other Pacific Islander, Other Asian (4) q American Indian, Alaska Native (5) q Other (please specify) (6) ____________________ Q29 Which category best represents your combined total annual household income? m under $25,000 (1) m 25,000-49,999 (2) m 50,000-74,999 (3) m 75,000-99,999 (4) m 100,000-124,999 (5) m 125,000-149,999 (6) m 150,000-174,999 (7) m 175,000-199,999 (8) m 200,000 or more (9) Q30 Thank you for providing feedback about your experience, thanks to you we can continually improve our products and services. Our mission is to generate awareness and funds for organizations that make a difference. We accomplish this by telling the story of organizations through the design, creation and promotion of a signature BowTie. Q31 Below is the discount code you can use for 10% off through December 24th at BowTieCause.com: code: thankyou 2. Graphs and Charts Figure 1
27. 27. Figure 2 Figure 3 15 34 0 5 10 15 20 25 30 35 40 Online Store Doyouprefertoshoponlineorinastorefront? 34 4 2 1 3 0 5 10 15 20 25 30 35 40 18to24years25to34years35to44years45to54years55to64years AgesofParticipants
28. 28. Figure 4 Figure 5 Doyouprefertoshoponlineorinaretail store? Online Store Other Total Whenyouarelookingfor bowties,howfrequently doyoutrythemon? Rarely 7 12 0 19 Sometimes 3 3 0 6 Always 0 4 0 4 Total 10 19 0 29 0 2 4 6 8 10 12 14 16 18 20 Rarely Sometimes Always Howoftendoyoutryonbowtiesbeforebuyingone?
29. 29. Figure 6 0 5 10 15 20 25 30 35 Yes No Areyoumorelikelytobuyanitemofclothingifithasa philanthropiccausebehindit? 0 5 10 15 20 25 30 Yes No Isitimportanttoyouthatacompanyyoupurchase productsfromsupportsaphilanthropiccause?
30. 30. Figure 7
31. 31. 3. Frequencies and Cross Tabs Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent Are you inclined to buy an article of clothing if there is a philanthropic cause behind it? * Is it important that a company you purchase products from supports a philanthropic cause? 43 95.6% 2 4.4% 45 100.0% Given a scenario where you have $100 extra to spend for the month, how much money would you donat...- Less than $10 * Is it important that a company you purchase products from supports a philanthropic cause? 39 86.7% 6 13.3% 45 100.0%
32. 32. Crosstab Is it important that a company you purchase products from supports a philanthropic cause? Yes No Do you currently own a bowtie? Yes Count 16 10 % within Is it important that a company you purchase products from supports a philanthropic cause? 69.6% 50.0% No Count 7 10 % within Is it important that a company you purchase products from supports a philanthropic cause? 30.4% 50.0% Total Count 23 20 % within Is it important that a company you purchase products from supports a philanthropic cause? 100.0% 100.0% Do you currently own a bowtie? * Is it important that a company you purchase products from supports a philanthropic cause? Crosstabulation Is it important that a company you purchase products from supports philanthropic cause? Frequency Percent Valid Percent Cumulative Percent Valid Yes 23 51.1 53.5 53.5 No 20 44.4 46.5 100.0 Total 43 95.6 100.0 Missing System 2 4.4 Total 45 100.0
33. 33. Is it important that a company you purchase products from supports a philanthropic cause? Yes No Do you currently own a bowtie? Yes Count 16 10 % within Is it important that a company you purchase products from supports a philanthropic cause? 69.6% 50.0% No Count 7 10 % within Is it important that a company you purchase products from supports a philanthropic cause? 30.4% 50.0% Total Count 23 20 % within Is it important that a company you purchase products from supports a philanthropic cause? 100.0% 100.0% Are you inclined to buy an article of clothing if there is a philanthropic cause behind it? Frequency Percent Valid Percent Cumulative Percent Valid Yes 26 57.8 60.5 60.5 No 17 37.8 39.5 100.0 Total 43 95.6 100.0 Missing System 2 4.4 Total 45 100.0 Do you prefer to shop online or in a retail store?
34. 34. Frequency Percent Valid Percent Cumulative Percent Valid Online 13 28.9 30.2 30.2 Store 30 66.7 69.8 100.0 Total 43 95.6 100.0 Missing System 2 4.4 Total 45 100.0 When shopping for apparel, how often do salespeople influence your purchase decision? Frequency Percent Valid Percent Cumulative Percent Valid Rarely 20 44.4 46.5 46.5 Sometimes 20 44.4 46.5 93.0 Always 3 6.7 7.0 100.0 Total 43 95.6 100.0 Missing System 2 4.4 Total 45 100.0 Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent When shopping for apparel, how often do salespeople influence your purchase decision? * Do you prefer to shop online or in a retail store? 43 95.6% 2 4.4% 45 100.0%
35. 35. 4. Field Notes from Initial Key Informant, In-depth Interview Anthony Barretts Field Notes AboutBowtieCause: 155uniquebowties Over130organizationsthattheyworkwith Startedwebsitelastyear $50,000yearlyonlinesales SocialPlatforms:Twitter,Facebook,andInstagram WhatdoyouhopetoaccomplishusingMarketingResearch? 1. Howtoreachouttopartpartners a. Whatquestionstoask 2. Newmarketingopportunities a. Howtoattractmoreclientele AdditionalNotes Wordofmouthmarketingforsalesandnewpartners Menage30-50istheirtargetmarket Wanttobemoreconsistentintheirsales Whybowties o Fashionstatement/conversationstarter Otherproducts:womenscarvesandnecklaces GoogleAnalytics-notsomethingtheyusefrequently o Notalotofdata
36. 36. Noloyaltyprogram 1stnewslettersentoutattheendofthissummer Michelle Sanks Field Notes Background 155 bowties 130 organizations- some have more than one bowtie Fashion statement piece-conversation starter New website last year Concern Online presence Different market to expand to $50, 000 a year in online sales Social media- twitter, facebook, Instagram Communication with current/past partner (good/bad) Companies copycat Past Strategies Reach out to non profits- network with them 12 week process for organizations Word of mouth New partners and individual sales Sales Men 30-50 years old Be a great holiday gift No consistent media outlet
37. 37. Beat out vineyard vines Expansion Women Scarves, necklaces Again conversation starter Advantages Personality Unique way of designing bowties Manufactures in the United States Improvements How to center in on one cause How to bring up challenging cause without being too forward Data Tools Excel Trending on website Track sales Ability to ask demographics Google analytics Website crash Marketing/Branding Word of mouth Look at what others are doing Promote nonprofit aspect more than others Partnerships With greater organizations, ie Toms Pricing Wholesale reduced cost $28.50 @100 bowties--- BTC keeps it $57 a bowtiechanges at time 25% to org $10 to non profit Reach out to other audiences
38. 38. Younger crowd wearing bowties Occasion rather than daily wear Ie, chubbies- fraternities Other Notes No application process Subscription bas- discount for frequent customers No loyalty programs- but run specials like 15% off 2010- produced in china Now- USresponse time too quick to pull out Newsletter using CRM data Do not want to overstimulate audience with heavy promotions 5. Moderator Guide Engagement questions: What is your favorite philanthropic cause? Do you enjoy shopping online? Exploration Questions: How do you support philanthropic causes? How do you normally discover new websites? What are the pros and cons of shopping online vs. storefront? When shopping for apparel, what influences your purchase decisions most? Do you ever get frustrated shopping online? If so, what frustrates you? Do the aesthetics of a website influence your purchasing behaviors? If so, how? Exit question: Is there anything else you would like to say about your purchasing decisions as it relates to philanthropic causes?
39. 39. 6. Infogrpahics
40. 40.
41. 41. Anthony J. Barrett (847) 890-0302 Ajb.4@mac.com 1169 North Arbor Lane Palatine, IL 60067 EDUCATION Loyola University of Chicago Chicago, IL Quinlan School of Business January 2013-May 2015 Major/Minor: Entrepreneurship, Marketing Bachelor of Business Administration: 3.8/4.0 GPA Major/Minor: Entrepreneurship, Marketing Milwaukee, WI Marquette University: 3.5/4.0 GPA August 2011-December 2012 SALES AND CUSTOMER SERVICE EXPERIENCE Target Palatine, IL Sales Floor Team Member June 2011- Present Dramatically improved the merchandising displays Managed inventory control to ensure no expired products Participated in customer service pilot projects Recognized as Employee of the Month July 2012 for outstanding customer service and cross functional team support Trained new team members on merchandising and inventory processes HONORS Deans List Spring 2012 Marquette University Milwaukee, WI Merit Scholarship Recipient June 2010 Marquette University Milwaukee, WI Deans List Spring 2013, Fall 2013, Spring 2014, Fall 2014 Loyola University of Chicago Chicago, IL Deans List Summer, 2014 John Felice Rome Center-Loyola University of Chicago Rome, Italy LEADERSHIP Eleventh Floor Representative September 2011 May 2012 McCormick Residence Hall, Marquette University Represented 800 residents Interacted with residents, staff, and alumni on residence hall issues Developed and implemented new programs Volunteer June 2009 June 2010 Willow Creek Food Pantry Barrington, IL
42. 42. Michelle'Sanks'' 656#Pearson#St##404C,#Des#Plaines,#IL#60016##773.742.4898##mlsanks@gmail.com# # Michelle#Sanks##773.742.4898##mlsanks@gmail.com# # ' Education' Loyola' University' Chicago' Majors:#Human#Resource#Management,#Marketing# Minors:#Management## John#Felice#Rome#Center#### GPA:#3.6################################################################################################# Chicago,## IL# # Spring#2014## Expected#Grad:#15# #### # Loyola'Academy' ' High#School#Graduate# Wilmette,#IL# 2011# Work'Experience' New'Era'Optical'' 2010##Present## ' # ''Distribution'Associate'' Corresponds#daily#with#ophthalmologists/#opticians.# Oversees#inventory#handling#and#records.# Work#in#relation#with#major#companies#and#suppliers:# Walgreens,#Vistacon,#Bausch#and#Lomb.' Train#and#develop#new#employees#' Chicago,# IL# # # # # # Community'Service' Volunteer:#Family#Connections#Day#Care,#Howard#Family#Center,#St.#Thomas#of# Canterbury#Soup#Kitchen,#NSCS#Sponsored#Blood#Drives# VP#Community#Service#Chair#of#National#Society#of#Collegiate#Scholars,#LUC#Chapter# Habitat#for#Humanity#Summer#Service#Trip#to#South#Dakota## Member#of#Loyola#University#Chicago#Habitat#for#Humanity#Campus#Chapter## Clean#Water#for#Everyone#Campaign/#UncapLUC#Campaign## Participant#of#Annual#CROP#Hunger#Walk# # Honors,'Awards,'and'Achievement'' Polish#National#Alliance#Scholarship# Jesuit#Heritage#Award# John#Felice#Rome#Center#Alumni#Scholarship# Magna#Cum#Laude#Certificate#for#National#Latin#Exam## Loyola#University#Chicago#Deans#List# Member#of#Loyola#University#Chicago#Advertising#Club Publicity#Chair#of#Human#Resources#Student#Association,#HRSA#Loyola#University#Chicago Business/#Communication#Award# # Interests'and'Skills' Proficient#in#Microsoft#Office,#Excel,#and#PowerPoint Experience using Qualtrics
43. 43. Robert Yanik 1256 Northshore Ave. #1 Chicago, IL 60626 (815) 861-6516 ryanik@luc.edu OBJECTIVE Dynamic marketing student with strong leadership, organizational and communication skills, seeking fast-paced production internship. EDUCATION Loyola University Chicago, Quinlan School of Business Chicago, IL Bachelor of Business Administration Expected May 2015 Major in Marketing Delta Sigma Phi Leadership Institute Prescott, AZ Jul 2013 Li Graduate 4-day camp focused on leadership training and personal development/growth WORK EXPERIENCE The Jacobson Group Chicago, IL Marketing & Communications Intern Jun 2014 Present Contribute to overall support to both marketing and company as a whole Maintain, Monitor, and create reports for marketing and marketing spend and provide solutions to decrease spend Write press releases and maintain relationships with media contacts Create campaigns and design graphics for company website, publications, and marketing efforts The Better Business Bureau, Serving Greater Chicago & Northern Illinois Chicago, IL Charity & Marketing Intern Sept 2013 Jun 2014 Act as a liaison between The Better Business Bureau (BBB) and the Charities in the serving community Create, update and publish reports for the BBB Charity Division in Chicago, IL Create advertisements to bring more charities to the BBB for review Contribute overall support to both marketing and charity teams on projects Delta Sigma Phi Fraternity, Inc. Indianapolis, IN National Recruitment & Marketing Intern Aug 2013 - Mar 2014 Consult chapters at a national level on recruitment styles and techniques Conduct market research concerning recruitment and advertising techniques Prospect new schools for expansion projects at a national level. Caregiverlist, Inc. Chicago, IL Assistant Sales Account Manager Jan - Mar 2013 Managed and advertised to over 150 accounts in order to make sales and establish client relationships Update and prospect new data in order to expand client list LEADERSHIP Executive Vice President Delta Sigma Phi (Epsilon Kappa) Jan 2013 Present Manage chapter operations and ensure that all policies are enforced Conduct, but not limited to, contract negotiations, officer placement, and event planning. Inter-fraternity Council Recruitment Chairman Feb - Dec 2013 Managed and promoted campus recruitment for all social fraternities on campus Director of Recruitment Mar 2012 - Apr 2013 Designed advertisements and plans for recruitment Instructed all recruitment workshops to develop inter-personal skills OTHER SKILLS Computer: Mac OSX, Windows 7, MS Word, PowerPoint, Excel, Access, Prezi, Visio, Blackboard, Sakai, Pages, Numbers, Keynote, Evernote, Outlook/Exchange, Photoshop Elements 12, inDesign, Photoshop CC, Facebook, Twitter, Pinterest, Instagram, Youtube, Bullhorn