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Getting Shoppers to Cross Aisles

BY CSA STAFF

A new study by TNS Retail Forward finds that while supercenters and discount stores are best positioned to deliver one-stop shopping, many are not fully leveraging the opportunity. Physical and aesthetic barriers often discourage female shoppers from crossing aisles, according to the study, which noted that even when shoppers do venture over, they often experience disappointment as retailers fail to meet their expectations. These negative outcomes dampen their enthusiasm for future aisle crossing.

The study, “Women Crossing Aisles,” indicates that, on average, female shoppers only visit 3.3 departments at a Wal-Mart Supercenter and 2.7 at a SuperTarget. Aisle-crossing activity in value department stores such as Kohl’s and J.C. Penney is even lower.

The study advised that retailers can encourage and reward future aisle crossing by:

Reducing barriers and improving the view;

Delighting customers who have limited expectations when they cross the aisle by delivering the goods: the right product in the right size at the right price;

Improving inventory management—especially for advertised items;

Ensuring online inventory information about in-store stock reflects reality; and

Supporting the offer with attractive visual merchandising and promotions.

“When supercenters and discount stores add touches of department store-like merchandising to their floors, customers are intrigued and motivated to cross aisles,” said Mandy Putnam, a VP with TNS Retail, and author of the study.

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S.Gacho says:
Mar-19-2013 04:24 am

As a business establishment, you must be responsible enough to give out ideas to your consumers. Don't just limit them with your expectations give them a lot more. - Michael Courouleau

S.Gacho says:
Mar-19-2013 04:24 am

As a business establishment, you must be responsible enough to give out ideas to your consumers. Don't just limit them with your expectations give them a lot more. - Michael Courouleau

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Sears Holdings ceo unhappy with 2Q

BY CSA STAFF

HOFFMAN ESTATES, Ill. Sears Holdings today reported net income of $176 million, or $1.17 per diluted share, for the second quarter ended Aug. 4, compared with net income of $294 million, or $1.88 per diluted share, for the second quarter ended July 29, 2006. The company attributed the decline in its second quarter results from the same quarter last year to lower operating results at both Sears Domestic and Kmart, which were partially offset by improved operating results at Sears Canada.

“We are disappointed with our second quarter results. Our gross margins came under pressure from sales declines and increased promotional activity, and as a result, our net income was significantly below last year and our expectations,” said Aylwin Lewis, Sears Holdings’ ceo and president.

Sears Domestic’s comparable-store sales declined 4.3% for the quarter, while Kmart’s comparable-store sales declined 3.8%. Total domestic comparable-store sales declined 4.1%. The company reported lower sales across most merchandise categories at both Kmart and Sears Domestic, partially offset by increased sales of women’s apparel at both Kmart and Sears Domestic, as well as within consumer electronics and footwear at Sears Domestic. For the quarter, total revenues declined $0.6 billion to $12.2 billion in fiscal 2007, as compared to $12.8 billion for the second quarter of fiscal 2006.

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Lane Bryant pres. joins Christopher & Banks

BY CSA STAFF

MINNEAPOLIS Former Lane Bryant president Lorna Nagler will join Christopher & Banks as president and ceo effective Aug. 31. She will replace Matthew Dillon, who resigned from his position as president and ceo and as a member of the board of directors today. Nagler has also been elected as a member of Christopher & Banks’ board of directors effective Aug. 31.

Nagler most recently served as president of Lane Bryant, a division of Charming Shoppes. Before joining Charming Shoppes in April, 2002, Nagler served as a senior vp and general merchandising manager for apparel and jewelry at Kmart Corp.

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