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Members:
Mustafa Khalid (9711)
Obaid Saleem (9558)
Muhammad Arif (9531)
Sana Abbas (5583)
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6 Founder of Envirosell, a behavioral research and
consultancy firm

6 An expert on consumer trends & Retail management

6 From buying behavior to consumerism in the modern

world; Paco has presented ground breaking
observations in his books and speeches

6 Other Books:
6 Y




 

6 mhat momen mant: The Global Market Turns

Female Friendly
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6 ônderhill describes himself as an urban geographer and retail
anthropologist

6 Fundamental research methodology is to track customers

6 ônobtrusively observe consumers with:

6 Time spend in each area of the store
6 what they touch and look at
6 what they buy
6 how much they spend

6 After 20 years of research and huge database of shopper behaviorȄThe

science of shopping was invented
 
 

Yhapter 1

    
^ AnthropologyȄstudy of humanity; all aspects of society and culture.

^ Study of Modern shoppers in situȄShoppersǯ interaction with retail

environment

^ Study the environment for the consumer from the farthest reach of
parking lot to the store itself including:
Ñ Shelf
Ñ Counter
Ñ Table
Ñ Display of merchandise
Ñ Banners
Ñ Entrance and exits
Ñ Cashier
Ñ Teller

How human interact with these things


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6 Anthropology does not cover the anatomical mechanics and behavioral
psychology of the consumer.

6 mhere they go and donǯt go

6 By what path they go there
6 mhat they see and failed to see
6 mhat they read and decline to read
6 How they deal with the objects that come upon.

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6 Anthropology is not paying attention in collating, digesting, tabulating
and cross referencing every little bit of dataȄto the extreme narrow.

 

6 How many people enter the store in morning?

This should be broken down by:

6 Gender

6 Age

6 Socio cultural factors

Gf Anthropology had been paying attention
on all these aspects then we wouldnǯt have
had to try to invent the

Dz   


  

6 Trackers

6 Research Tools/ Hardware

6 Track Sheet

6 Job Captain
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6 Field researchers.

  m 

6 A tracker begins by wandering near a storeǯs entrance.

6 Trackers stick with the shopper as long as he/she is in store and record
virtually everything an individual does.

6 Trackers work in a team if the store is large


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6 Handheld computers
6 Cameras
6 Laptops
6 Tripods
6 Tapes
6 Mount
6 Lenses
6 Other Camera Accessories
6 Hard shell cases
6 Track sheet (a low tech piece of paper)
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6 Low tech piece of paper

6 Gt contains
6 Map about the store or premises
6 Shopper details like, sex, age & other variables.
6 mhat he/she does in the store

6 Tracker uses the system of shorthand notations.

6 Over the time more variables have been evolved.

6 Currently up to 40 variables are monitored.
r Y



6 Spends a day Dzcleaningdz the forms.

6 Provides data to be entered into the database.

6 Mainly SPSS and MS Excel are used for data analysis

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6 Shoppers donǯt like being brushed or touched from behind

6 They even move away from the product to avoid it.

6 Example: Neck wear issue

6 Therefore proper placement of product is required.

‰"#

6 maiting time at cash counter
6 Complicated transactions should be distinguished and separate
counters should be there.

6 Display of new releases hidden behind the crowd at cashier.

6 Aspirin placed near Beverages section. Elders get irritated and walk
away empty handed. (Modified version of Butt-brush effect)
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6 Generations ago, only big brand goods were advertised.

6 Today, we are dangerously over retailed.

6 Too much is for sale through too many outlets.

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6 Early generations stuck to the
brands that they chose early in life.

6 Today it is difficult to convince consumer.

6 The store itself is important medium for transmitting messages.

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6 How to
6 Attract customers
6 Ensure that each message is at appropriate place
6 Ensure that each part of store is reachable

6 The longer the shopper stays, the more he will buy

6 Time spent in store depicts the extent of enjoyment

6 Science of shopping creates better retail environment


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& '

Yhapter 2
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6 Buyer-Supplier relationships are
one of the most important w

elements that influences the  
purchasing process.

6 Establishing & managing

effective relationships at every
link in the supply chain is
becoming the pre-requisite of w

DzBusiness Successdz
  
 




 
 ((   
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))
The Concept of Conversion Rate
6 Shoppers somehow need to
be transformed into buyers.

*)
6 Change in:
1. Store layout
2. Display
3. Merchandising & Staffing
  
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6 Direct Relationship with how much a customer may buy.

6 Gn some stores buyers spend three or four times as much times as non
buyers.

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6 Get shoppers to shop
6 longer.!!!
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

6 Gmplies the percentage of customers who have some contact with the
store employees.

6 The more shopper-employee contacts takes place, greater the average

sales.

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6 Talking with an employee draws a customer closer!

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6 Most important factor in customer satisfaction

6 Nobody likes to wait-Be it some busy executive or a normal housewife

6 mhen made to wait for too long, the impression of overall service
plunges.

*‰|*$
6 mork on shortening the wait
And Most Gmportantlyǥ
KNOm YOôR CôSTOMERS..!!!
Thank You!