IKEA CSIstore Spring 2011 Ancona 457 Store Report · • La mappa EURISKO èlo strumento tramite il...
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Transcript of IKEA CSIstore Spring 2011 Ancona 457 Store Report · • La mappa EURISKO èlo strumento tramite il...
INDEX1. INTRODUCTION2. VISITORS PROFILE3. FAMILY AND BUSINESS4. INSPIRATION5. INFORMATION TECHNOLOGIES SERVICES6. SUMMARY OF OUR WORK7. EASY OF SHOPPING8. CO‐WORKER9. IKEA SERVICES10. INSTANT GRATIFICATION11. LIKELIHOOD RETURNING IKEA IN THE FUTURE/ADVICING IKEA TO A FRIEND12.STRENGHTS AND WEAKNESSES
WHAT IS THE IKEA CSI STORE?The IKEA CSIstore (Customer Satisfaction Indexstore) is a research tool to measure visitor satisfaction with the latest store visit.It is a standardised way of constantly measuring and following‐up on how IKEA stores are performing in the eyes of the visitor.
Introduction
HOW IS THE IKEA CSI STORE CONDUCTED?In the first period we did a job rotation to value the problems that client has during his shopping experience. The final target was to identify the critical points to investigate during the CSI in the following areas:‐ cash register;‐ customer service;‐ goods pick – up point.In each one area we focalized our attention to:‐ waiting time at cash register, customer service and good pick – up point;‐ customer’s problems during the use of self‐service cash register;‐ delivery, assembly and financial services.In a second time we did a shopping experience like mystery client to see the store with costumer’s eyes, to test staff attitude and others Ikea services (planners, find it, price info).All this experience helped us to build a questionnaire based on real problems of the customers. 5
Introduction
HOW IS THE IKEA CSI STORE CONDUCTED?• Visitors are recruited by master sida trainees.
• Visitors are recruited in the exit area:‐ according with a random procedure;
‐ divided into men and women;
‐ age less than 24 years to more than 60 years;
• Given 800 interviews divided in 436 weekly and 364 on weekends proportional to visit flow.
• 42 questions or less, because, in the questionnaire, were different ways based on different kind of customers; takes 8 – 12 minutes;
• The respondents fill in the questionnaires themselves on laptops to avoid influencing their responses;
• All information is uploaded to a central database;
• the survey is developed by independent computer software and print on an excel file.
Introduction
Introduction
Midweek 436 interviews
Weekend 364 interviews
KEY SURVEY DETAILS ‐ IKEA CSIANCONA
Sample Size ‐ Store:
Total 800 interviews
1 February 2011 30 June 2011
Fieldwork Dates:
7
Ancona 457 TOTALI ANCONA 457 INFRASETTIMANALI ANCONA 457 FINESETTIMANAGENDERMALE 40,38% 43,82% 37,40%FEMALE 59,62% 56,18% 62,60%
AGE<24 14,74% 12,74% 16,40%25-34 37,91% 41,83% 34,64%35-49 29,60% 29,64% 29,56%50-59 10,08% 9,14% 10,85%>60 7,68% 6,65% 8,55%
STATUSMARRIED/CO-HABITING 51,85% 50,58% 53,39%SINGLE/WIDOWED/DIVORCED/SEPARATED 48,15% 49,42% 46,61%
AVERAGE # OF PEOPLE IN HOUSEHOLD 2,92 3,03 3,31
JOBMANAGER 2,29% 2,55% 1,97%CONTRACTOR 4,20% 5,80% 2,25%PROFESSIONALS 15,78% 16,94% 14,37%OFFICE WORKER 32,57% 26,45% 40,00%WORKER 12,47% 9,98% 15,49%STUDENT/UNEMPLOYEED 19,97% 24,83% 14,08%HOUSEWIFE 5,85% 5,57% 6,20%RETIRED 6,87% 7,89% 5,63%
MEAN TIME SPENTING IN 457 IN HOUR 1,78 1,34 2,03
TRANSPORTCAR 93,86% 93,68% 94,08%BUS 2,05% 1,64% 0,85%TRAIN 1,79% 2,58% 2,54%VAN 2,30% 2,11% 2,54%
OUR CUSTOMERSVisitor profile
13
IKEA FAMILY INDEX
Which of the following benefits do you know?*
Family & business
17
DATABASE
*Aswered only ikea family members
Family’s member and visitor profile
• La mappa EURISKO è lo strumento tramite il quale è possibile inquadrare ed interpretare fenomeni e caratteristiche della popolazione sia strutturale che relativa ad atteggiamenti e comportamenti.
• Tramite la mappa vengono riconosciuti 14 stili di vita differenti.
• Quali sono gli stili di vita che contraddistinguono i visitatori ikea?
• Quanti dei facenti parte di queste stili sono possessori della carta ikea family?
18
STILI DI VITA EURISKO
19
Family’s member and visitor profile
Y (PENTRAZIONE STILE SUL TOTALE DEI VISITATORI)
X (PENETRAZIONE POSSESSORI FAMILY RISPETTO A STILE)
delfini
spettatori
impegnati
licealiorganizzatori
appartatearrivati
collegheaccorti
massaiecommesse
avventati esecutoriraffinate
1
2
4
3
Family’s member and visitor profile
• Età 18‐34 anni• Universitari, impiegati o liberi professionisti• Vivono con i genitori o sono sposati, ma senza figli• Sono forti lettori di libri, amano il teatro, il cinema, i concerti, le
mostre e le conferenze• Forti ascoltatori di radio private.• Poco interessati alla televisione.• Fortissimi lettori di quotidiani, di informazione e sportivi, di
settimanali e mensili.• Atteggiamento positivo verso i consumi:
Crescente richiesta di convenienza e auspicio di maggiori consumi, qualità e marca; fanno inoltre molta attenzione agli aspetti simbolici delle scelte: es. belle confezioni e distintività.
20
Chi sono i delfini
IKEA BUSINESS INDEX
Why you are not a member?*
Family & business
23
I don’t know benefits
* only for Iva owners
INSPIRATION ‐ INDEX
• Inspiration on store
• Inspiration on catalogue
• Inspiration on website
INSPIRATION
25
AWARNESSES OF IKEA TOOLS
KITCHEN PLANNING
SHELF PLANNING
WARDROBE PLANNING
FIND IT
PRICE INFO
27
INFORMATION TECHNOLOGIES SERVICES
HOW IS THE C.S.I CALCULATED?
1. Overall satisfaction with today’s visit
2. Likelihood of shopping at IKEA in the future
3. Willingness to advice IKEA to a friend
29
The C.S.I. is the average of three keys indicators. The index we used are:
To value the first index we used the customer promise.
HOW IS THE CUSTOMER PROMISE CALCULATED?
30
The IKEA customer promise is an index that demonstrates visitor satisfaction in terms of four important aspects of visit to our IKEA store: Instant gratification Easy of shopping Co‐workersIKEA services
To be counted into the customer promise a visitor has to give positive respons to all four aspects.
3=
CSILikely to shop
at IKEA in futureSatisfied with store visit Willing to recommend
IKEA to a friend
CUSTOMERPROMISE
Instant gratification
Instant gratification
Bought everythingthat you have
Intention to buy
&Easy of shopping
Waiting time
Cash register
Sales desk
Customer service
Pick up point
How to shop
Easy of finding wayaround the shop
Price & discountsare correctly
How to shopInformation
Easy of finding whatyou are looking for
&Co-worker
Co-worker
Greeter
Salers
Cashier
=
CUSTOMER PROMISE
Shoppingwithout intention
&IKEA services
IKEA services
Change & returns
Financial
delivery
Assembly
summary
31
HOW TO SHOP Easy of shopping
How to shop80,47%*
(643 customer)Easy of finding way
around the shop96,70%
Price & discountsare correctly89,20%
How to shopInformation91,60%
Easy of finding whatyou are looking for
91,62%
33
TOTAL
* Number of customers satisfied in all 4 points
WAITING TIME SUMMARY
Waiting time71,4%
(570 CUSTOMER)
Cash register72,12%
Sales desk72,87
Customer service76,70%
Pick up point52,54%
Easy of shopping
38* number of customers that had not problems with the waiting time AND are satisfied at least of one WT
WT CASH REGISTER
WT CUSTOMER SERVICE
WT PICK‐UP POINT
WT SALES DESK
V V V VV V V XV V V IV I I IV I I XX X X II I I I
COUNTED IN WT satisfaction
V CUSTOMER SATISFIED
X CUSTOMER NOT SATISFIED
I NEUTRAL CUSTOMER
3=
CSILikely to shop
at IKEA in futureSatisfied with store visit Willing to recommend
IKEA to a friend
CUSTOMERPROMISE
Instant gratification
Instant gratification
Bought everythingthat you have
Intention to buy
&Easy of shopping
60,2%
Waiting time71,4%
Cash register72,12%
Sales desk72,87%
Customer service76,70%
Pick up point52,54%
How to shop80,47%
Easy of finding wayaround the shop
96,70%
Price & discountsare correctly89,20%
How to shopInformation91,60%
Easy of finding whatyou are looking for
91,62%
&Co-worker
Co-worker
Greeter
Salers
Cashier
=
CUSTOMER PROMISE
Shoppingwithout intention
&IKEA services
IKEA services
Change & returns
Financial
delivery
Assembly
Easy of shopping
39
CO‐WORKER SUMMARY
Co-worker78,74%
(630 CUSTOMER)
Greeter76,29%
Salers86,12%
Cashier82,53%
CO‐WORKER
44* number of customers that had not problems with the CO‐WORKER AND are satisfied at least of one CO‐WORKER
3=
CSILikely to shop
at IKEA in futureSatisfied with store visit Willing to recommend
IKEA to a friend
CUSTOMERPROMISE
Instant gratification
Instant gratification
Bought everythingthat you have
Intention to buy
&Easy of shopping
60,2%
Waiting time71,4%
Cash register72,12%
Sales desk72,87%
Customer service76,70%
Pick up point52,54%
How to shop80,47%
Easy of finding wayaround the shop
96,70%
Price & discountsare correctly89,20%
How to shopInformation91,60%
Easy of finding whatyou are looking for
91,62%
&Co-worker
78,74%
Co-worker
Greeter76,29%
Salers86,12%
Cashier82,53%
=
CUSTOMER PROMISE
Shoppingwithout intention
&IKEA services
IKEA services
Change & returns
Financial
Delivery
Assembly
CO‐WORKER
45
NO PROBLEM WITH IKEA SERVICES
IKEA services58,25%
(466 CUSTOMER)
Change & returns51,06%
Financial12,07%
Delivery20,88%
Montaggio25,70%
48* number of customers that had not problems with SERVICES AND are satisfied at least of one SERVICES
IKEA SERVICES
3=
CSILikely to shop
at IKEA in futureSatisfied with store visit Willing to recommend
IKEA to a friend
CUSTOME PROMISE
Instant gratification
Instant gratification
Bought everythingthat you have
Intention to buy
&Easy of shopping
60,2%
Waiting time71,4%
Cash register72,12%
Sales desk72,87%
Customer service76,70%
Pick up point52,54%
How to shop80,47%
Easy of finding wayaround the shop
96,70%
Price & discountsare correctly89,20%
How to shopInformation91,60%
Easy of finding whatyou are looking for
91,62%
&Co-worker
78,74%
Co-worker
Greeter76,29%
Salers86,12%
Cashier82,53%
=
CUSTOMER PROMISE
Shoppingwithout intention
&IKEA services
58,25%
IKEA services
Change & returns51,06%
Financial12,07%
Delivery20,88%
Assembly25,70%
LOST BUSINESS SUMMARY
REASONS FOR NOT GETTIG EVERYTHING
PER CENT
STYLE OR COLOUR NOT SUITABLE 25,93%
NO LONGER SOLD BY IKEA 457 17,59%
PRODUCT NOT AVAILABLE 16,67%
IKEA DO NOT SELL THAT TYPE OF PRODUCT 13,89%
I COULD NOT TRANSPORT 9,26%
NO STAFF AVAILABLE TO HELP ME 4,63%
PRODUCT NOT GOOD VALUE FOR MONEY 3,70%
QUEUES AT THE CHECK OUT TOO LONG 1,85%
I WAS NOT INSPIRED 0,93%
OTHER 12,04%
ALL VISITORS (800)
INTENTION TO BUY 85,19% (681 CUSTOMER)
NO INTENTION TO BUY 14,81%(118 CUSTOMER)
BUY EVERYTHING 74,2%(505 CUSTOMER)
NOT BUY EVERYTHING 25,8%(176 CUSTOMER)
PURCHASE 44,82%(53 CUSTOMER)
NOT PURCHASE 55,18%()
51
INSTANT GRATIFICATION
INSTANT GRATIFICATION
INSTANT GRATIFICATION INDEX
BOUGHT EVERYTHING THAT YOU HAVE INTENTION(ALL VISITORS)
SHOPPING WITH OUTINTENTION (ALL VISITORS)
+
52
INSTANT GRATIFICATION
3=
CSILikely to shop
at IKEA in futureSatisfied with store visit Willing to recommend
IKEA to a friend
25,4%
Instant gratification
69,21%
Instant gratification
Bought everythingthat you have
Intention to buy62,32%
&Easy of shopping
60,2%
Waiting time71,4%
Cash register72,12%
Sales desk72,87%
Customer service76,70%
Pick up point52,54%
How to shop80,47%
Easy of finding wayaround the shop
96,70%
Price & discountsare correctly89,20%
How to shopInformation91,60%
Easy of finding whatyou are looking for
91,62%
&Co-worker
78,74%
Co-worker
Greeter76,29%
Salers86,12%
Cashier82,53%
=
CUSTOMER PROMISE
25,4%
Shoppingwithout intention
6,89%
&IKEA services
58,25%
IKEA services
Change & returns51,06%
Financial12,07%
Delivery20,88%
Assemby25,70%
Likelihood of returning in IKEA® in the futurerecommending IKEA® to a friend
Likelihood of returning in IKEA in the Future
Recommending IKEA to a Friend
55
3=
CSILikely to shop
at IKEA in future
74,62%
Satisfied with store visit Willing to recommend IKEA to a friend
25,4% 98,98% 99,48%
Instant gratification
69,21%
Instant gratification
Bought everythingthat you have
Intention to buy62,32%
&Easy of shopping
60,2%
Waiting time71,4%
Cash register72,12%
Sales desk72,87%
Customer service76,70%
Pick up point52,54%
How to shop80,47%
Easy of finding wayaround the shop
96,70%
Price & discountsare correctly89,20%
How to shopInformation91,60%
Easy of finding whatyou are looking for
91,62%
&Co-worker
78,74%
Co-worker
Greeter76,29%
Salers86,12%
Cashier82,53%
=
CUSTOMER PROMISE
25,4%
Shoppingwithout intention
6,89%
&IKEA services
58,25%
IKEA services
Change & returns51,06%
Financial12,07%
Delivery20,88%
Assembly25,70%
58
Wt casse
Wt customer service
Wt vendite
Wt consegna merci
Catalogo
Inspiration store
sito
Co‐worker
finanziamenti
resi
trasporto
montaggio
importance
performance
1
23
4
1. Priority for improvement (high impact on customer satisfaction AND not performing well compared to average).2. Secondary priority (not prforming well compared to average BUT lower impact on customer satisfaction).3. Ok (alredy performing well compared to average BUT lower impact on customer satisfaction).4. Strengths to maintain (high impact on customer satisfaction AND alredy performing well compared to average).
Is the correlation between each items and the customer satisfaction with store visit
Represent the satisfaction of each item.
O(median performance, median importance )
How to shop