ikea csistore spring 2011 ancona 457 store report · • la mappa eurisko èlo strumento tramite il...

IKEA® CSIstore Spring 2011Ancona 457Store Report

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

Welcome to the IKEA® CSIstore

1. Introduction

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

2. VISITOR PROFILE

8

OUR CUSTOMERS

9

HOW FARDO YOU COME?

Visitor profile

10

WHO COMES WITH YOU?Visitor profile

11

OTHERS FAMLY’S MEMBERS

WHO LIVES WITH YOU?Visitor profile

12

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

3. FAMILY AND BUSINESS

14

IKEA FAMILY INDEX• Ikea family member

Family & business

15

IKEA FAMILY INDEX

Why you aren’t Ikea Family member?

Family & business

16

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


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


• 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

MEMBERS

KNOWLEDGE

ALL CUSTOMERS

CUSTOMERS WITH IVA

Family & business

21

IKEA BUSINESS INDEXWhich of the following benefits do you know?

Family & business

22

IKEA BUSINESS INDEX

Why you are not a member?*

Family & business

23

I don’t know benefits

* only for Iva owners

4. INSPIRATION

24

INSPIRATION ‐ INDEX

• Inspiration on store

• Inspiration on catalogue

• Inspiration on website

INSPIRATION

25

5. IKEA TOOLS

26

AWARNESSES OF IKEA TOOLS

KITCHEN PLANNING

SHELF PLANNING

WARDROBE PLANNING

FIND IT

PRICE INFO

27

INFORMATION TECHNOLOGIES SERVICES

6. SUMMARY

28

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


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

7. EASY OF SHOPPING7a. HOW TO SHOP7b. WAITING TIME

32

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%


91,62%

33

TOTAL

* Number of customers satisfied in all 4 points

WAITING TIME AT CASH REGISTER

MIDWEEK

WEEKEND

TOTAL

Easy of shopping

34

WAITING TIME AT CUSTOMER SERVICE

MIDWEEK

WEEKEND

TOTAL

Easy of shopping

35

WAITING TIME AT GOODS PICK UP POINT

MIDWEEK

WEEKEND

TOTAL

Easy of shopping

36

WAITING TIME AT SALES DESK

MIDWEEK

WEEKEND

TOTAL

Easy of shopping

37

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


IKEA to a friend

CUSTOMERPROMISE




Intention to buy

&Easy of shopping

60,2%

Waiting time71,4%

Cash register72,12%

Sales desk72,87%


Pick up point52,54%

How to shop80,47%


96,70%




91,62%

&Co-worker

Co-worker

Greeter

Salers

Cashier

=

CUSTOMER PROMISE


&IKEA services

IKEA services

Change & returns

Financial

delivery

Assembly

Easy of shopping

39

8. CO‐WORKER

40

CO‐WORKER

41

Helpful, Friendly and KnowledgeableCo‐workers during midweek

Helpful, Friendly and KnowledgeableCo‐workers during weekend

CO‐WORKER

42

Helpful, Friendly and KnowledgeableCo‐workers total

CO‐WORKER

43

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


IKEA to a friend

CUSTOMERPROMISE




Intention to buy

&Easy of shopping

60,2%

Waiting time71,4%

Cash register72,12%

Sales desk72,87%


Pick up point52,54%

How to shop80,47%


96,70%




91,62%

&Co-worker

78,74%

Co-worker

Greeter76,29%

Salers86,12%

Cashier82,53%

=

CUSTOMER PROMISE


&IKEA services

IKEA services

Change & returns

Financial

Delivery

Assembly

CO‐WORKER

45

9. IKEA SERVICES

46

IKEA SERVICES

CHANGE/RETURNS

FINANCIAL

DELIVERY

ASSEMBLY

47

IKEA SERVICES

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


IKEA to a friend

CUSTOME PROMISE




Intention to buy

&Easy of shopping

60,2%

Waiting time71,4%

Cash register72,12%

Sales desk72,87%


Pick up point52,54%

How to shop80,47%


96,70%




91,62%

&Co-worker

78,74%

Co-worker

Greeter76,29%

Salers86,12%

Cashier82,53%

=

CUSTOMER PROMISE


&IKEA services

58,25%

IKEA services


Financial12,07%

Delivery20,88%

Assembly25,70%

10. INSTANT GRATIFICATION

50

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 INDEX

BOUGHT EVERYTHING THAT YOU HAVE INTENTION(ALL VISITORS)

SHOPPING WITH OUTINTENTION (ALL VISITORS)

+

52


3=

CSILikely to shop


IKEA to a friend

25,4%


69,21%



Intention to buy62,32%

&Easy of shopping

60,2%

Waiting time71,4%

Cash register72,12%

Sales desk72,87%


Pick up point52,54%

How to shop80,47%


96,70%




91,62%

&Co-worker

78,74%

Co-worker

Greeter76,29%

Salers86,12%

Cashier82,53%

=

CUSTOMER PROMISE

25,4%


6,89%

&IKEA services

58,25%

IKEA services


Financial12,07%

Delivery20,88%

Assemby25,70%

11. Likelihood of returning in IKEA® in the future

recommending IKEA® to a friend

54

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%


69,21%



Intention to buy62,32%

&Easy of shopping

60,2%

Waiting time71,4%

Cash register72,12%

Sales desk72,87%


Pick up point52,54%

How to shop80,47%


96,70%




91,62%

&Co-worker

78,74%

Co-worker

Greeter76,29%

Salers86,12%

Cashier82,53%

=

CUSTOMER PROMISE

25,4%


6,89%

&IKEA services

58,25%

IKEA services


Financial12,07%

Delivery20,88%

Assembly25,70%

12. STRENGTHS AND WEAKNESSES

57

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

ikea csistore spring 2011 ancona 457 store report · • la mappa eurisko èlo strumento tramite il...

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