Boosting Premium Outlet Traffic
Lee Jeans needed to increase the traffic at their premium outlet mall stores. A study was undertaken to identify the factors that caused customers to shop outlet malls in the first place, surface the barriers to shopping Lee stores and evaluate if and how competitive outlet mall stores might be outperforming Lee. In mall intercept interviews were conducted with customers visiting Lee, those passing Lee without going in as well as well shoppers who visited only stores competitive to Lee. Results showed that factors such as the perception that Lee didn’t carry merchandise of interest, power of the store windows and signage to draw shoppers in and price/value perceptions versus competitive stores were major hindrances to attracting store traffic. A wide number of recommendations were made for developing more compelling brand, product variety, windows sign and in-store merchandising approaches.
New Order Process Evaluation
McDonald’s developed a promising new approach for front counter employees to serve customers. The goal of the research was to assess the effectiveness of new system on both customers placing orders and employees filling them. Video and audio analytics were used to capture and code thousands of transactions during a six month trial period at test restaurants. Additionally, personal interviews were conducted with customers and store crews. Results indicated customers they liked the new system and that it reflected positively on McDonald’s in the way customers were served. Employees also liked the new system and found it to be more efficient approach to filling orders.
New Product Market Test
McDonald’s developed a new burger and wished to gain a deeper insight in customer opinions of the burger, explore associations drawn from the name and identify any potential barriers to trial. Test stores were used in featuring the new burger and video and audio interviews were conducted with both burger triers and non-triers. Results showed strong acceptance of the product but also indicated areas were operations could improve so that product acceptance could be further enhanced. Recommendations were made as to where marketing and promotional programs could grow trial and repeat purchase.
