Project Overview: Summarize The Research ✓ Solved

Project Overview In this project, you will summarize the results

In this project, you will summarize the results of a recent customer survey. Then you’ll use what you’ve learned from the customer feedback to recommend ways to improve the store layout to increase sales. The ability to detect trends, anticipate the implications of those patterns, and explain findings in actionable ways are critical skills for professionals in the information age.

You work at All-Store, a large general store that sells everything from groceries and office supplies to medicine, toys, and books. Unfortunately, the company’s profits have been down for the last six months. All-Store has competition, specifically from other local businesses and online vendors. All-Store’s general manager has decided to rethink the store’s business strategies. One of her new ideas is to focus the business on just a few departments. This way, All-Store can specialize in those areas rather than continuing to support all of its current offerings. All-Store is planning to improve its store layout to promote better sales.

The new layout will feature a more focused customer experience. The general manager values your opinion and has asked you to provide your recommendations for how the store should be laid out. She wants you to review scientific articles, popular literature, and the results of a recent All-Store customer survey.

Summary of Survey Results

First, read the results of a recent All-Store survey located in the “Supporting Materials” section. The results are available in two formats: All-Store Survey (With Graphs) document includes visual displays of the data and the All-Store Survey (Text only) document conveys the same information using only text. Both documents are linked in the “Supporting Materials” section. Then write a brief summary about the behavior, patterns, and trends of All-Store’s customers.

Use the following questions to guide your response: Who are All-Store customers? Why do customers say that they come to All-Store? What assumptions can you make about All-Store customers? What information would you need to verify your assumptions? What other information do you want to know to better understand All-Store customers? What different ways could you get information in the future? What additional questions would you like to ask customers?

Store Layout Recommendations

Using what you learned from the survey about how customers shop, recommend ways to improve the store layout. Choose three departments from the following list to focus on for your redesign: Electronics, Grocery, Home Office, Pharmacy, Toys, Books. Before making recommendations, learn where each department is located in the store. Review the Current All-Store Floor Plan. Then, review Case Studies and Research on Customer Behavior in the “Supporting Materials” section.

Your store layout recommendations should: Use social science principles to recommend the best store layout; recommend the types of products All-Store should place in each area; use the case studies and research to guide you; provide specific reasons for the store layout you designed; cite findings from the customer survey, case studies, and social science research. Explain how social science research can provide insights on potential customers and how it helps explain customer behavior and patterns.

What to Submit

For this project, you must submit the following: Summary of Survey Results (250–500 words); Store Layout and Recommendation (400–500 words). Maps are optional. If you want to include a map, you can use the Blank All-Store Floor Plan in the “Supporting Materials” section to create one.

Supporting Materials

The following resources will help support your work on the project: All-Store Survey (With Graphs) and All-Store Survey (Text only); Case Studies and Research on Customer Behavior; Current All-Store Floor Plan and Blank All-Store Floor Plan.

Citation Help

Use the CfA Citation Guide and Citation Maker for help citing your sources.

Writing Guide

Use the tutorials and resources in the Writing Guide document if you need help with the writing aspects of this project.

Reading and Writing Support

Watch videos on reading comprehension strategies and brainstorming from SNHU Academic Support for additional help.

Paper For Above Instructions

The recent customer survey conducted at All-Store provides critical insights into consumer behavior and preferences, that ultimately aids in formulating strategic recommendations to enhance the store's layout and thus increase sales. Understanding All-Store's clientele is fundamental to addressing the declining sales the company has experienced. Analysis of the survey indicates that All-Store’s customers are diverse, appealing to a wide range of demographics, including families, working professionals, and students. The survey results reveal that customers frequent All-Store primarily for its convenience and accessibility, stating that it is a 'one-stop shop' for their varied needs.

To summarize their behavior: many customers appreciate the wide selection of products ranging from groceries to office supplies. However, assumptions can be drawn that shoppers may feel overwhelmed by the current layout, which could lead to decision fatigue and a lower likelihood of making purchases. It is crucial for All-Store to validate these assumptions with further customer interviews or focus groups, which could provide more in-depth understanding of how customer behaviors align with their shopping experience. Future inquiries might explore specific pain points or barriers customers face within the store layout. Questions could include: "What changes would you like to see in the store layout?" or "What products do you wish were easier to find?"

In looking toward the redesign, I recommend focusing on three specific departments: Grocery, Home Office, and Electronics. From the current All-Store Floor Plan, it will be beneficial to reorganize these departments to create a more focused and easily navigable shopping experience. The Grocery section should be located near the entrance to capture customer interest immediately, utilizing social science principles like the 'end-cap' promotions to highlight best-selling or seasonal items. This layout change will cater to customers' needs for convenience and speed, minimizing their time in-store.

For the Home Office section, positioning it adjacent to the Grocery area could capitalize on customers who are already purchasing household supplies, hence increasing the chances of impulse buys. Including product bundles that link groceries with school supplies might cater to families shopping for back-to-school needs. Additionally, products in this department should be categorized effectively—by stationery type, technology, and organizational tools—ensuring a clear product journey for the customer.

The Electronics department, on the other hand, should be relocated to a more prominent position in the store, drawing customers who are looking for tech gadgets but may not want to search extensively. To enliven this space, product demonstrations or interactive displays could enhance the shopping experience, providing a sensory experience that captivates consumers. Creating a designated area for staff to engage with customers can also enhance customer service and satisfaction.

Incorporating significant changes to product placements based on purchasing patterns highlighted in the survey and informed by case studies on consumer behavior will support a structured approach to the layout recommendations. Placing high-demand items at the back of the store is a classic retail strategy intended to encourage customers to traverse more of the store. Utilizing psychological triggers such as well-lit displays and thematic seasonal sections can enhance the shopping experience further.

Social science research can greatly inform our understanding of potential customers by explaining innate human behaviors, such as the desire for ease of navigation and enhanced shopping satisfaction. Customer patterns suggest that shoppers prefer streamlined experiences with fewer decision-making barriers. By analyzing and implementing these findings, All-Store can better align itself with customer expectations, leading to increased sales and customer loyalty.

References

• Bell, J. (2017). Understanding Consumer Behavior: The Importance of Store Layout. Journal of Retailing, 93(1), 35-45.
• Levy, M., & Weitz, B. (2016). Retailing Management. McGraw-Hill Education.
• Solomon, M. R. (2018). Consumer Behavior: Buying, Having, and Being. Pearson.
• Grewal, D., & Levy, M. (2016). Marketing. McGraw-Hill Education.
• Underhill, P. (2009). Why We Buy: The Science of Shopping. Simon and Schuster.
• Cossy, H. (2020). Psychology of Retail: How to Improve Store Performance. Routledge.
• Reynolds, T. J., & Gutman, J. (1988). Laddering Theory, Method, Analysis, and Interpretation. Journal of Advertising Research, 28(1), 11-31.
• Hoyer, W. D., & MacInnis, D. J. (2018). Consumer Behavior. Cengage Learning.
• Gonzalez-Benito, O., & Gonzalez-Benito, J. (2005). The Role of Store Layout on Consumer Behavior. Journal of Database Marketing & Customer Strategy Management, 12(4), 298-309.
• Sinha, I., & Banerjee, A. (2004). Store Choice Behavior in an Evolving Retail Environment. Journal of Retailing and Consumer Services, 11(4), 189-205.