brand audit
TRANSCRIPT
Date: 16 December 2010
Boutique Audit
12/16/2010
Boutique Audited: Valentino
Date of visit: 12/15/2010
Hour of visit: 18: 00
Length of visit: 30 min
Chosen scenario: Personal Purchase
Prepared by: Bora Qesja & Valerija Usjagina
Contents:
12/16/2010Prepared by: Bora Qesja & Valerija Usjagina
Sensory experience
Human Experience/ Human dimension
Strengths/weaknesses
Prepared by: Bora Qesja & Valerija Usjagina
Sensory experienceGeneral Environment Exterior:
Display windows & surrounding overall clean
Concept in the window well presented
Prices were not visible
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Prepared by: Bora Qesja & Valerija Usjagina
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Interior:
No fresh flowers/fragrance
Products well presented
Sales staff had uniforms
Boutique was clean & well organized
Pleasant background music
Sensory ExperienceGeneral Environment
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Greeted by all staff
Waited less than 10 sec before being approached
Prepared by: Bora Qesja & Valerija Usjagina
Human Experience/DimensionReception
12/16/2010
Vendor Indentified our needs
Asked exactly 3 initial questions
Listened attentively
Reformulated the expectations
A prior visit to the boutique was stated in advance/ Manager recognized
Prepared by: Bora Qesja & Valerija Usjagina
Human Experience/DimensionDiscovery
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3 initial dresses followed by 7 after the clear identification of needs
Models manipulated with care/ clean good state
Impressions were taken into consideration/ unwanted models put aside
Vendor proposed for the models to be tried on **
Prepared by: Bora Qesja & Valerija Usjagina
Human Experience/DimensionPresentation
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Vendor provided advice without appearing pushy
Did not value/romance model/brand
Did not justify price
Accepted/understood objections & resolved them
Did not explain something about model/brand
Prepared by: Bora Qesja & Valerija Usjagina
Human Experience/DimensionExplanation
12/16/2010Prepared by: Bora Qesja & Valerija Usjagina
Human Experience/Dimension
•Sales not concluded/Vendor remained courteous
•Vendor did not give desire to purchase/ product itself did
•Attached services to the model presented/ no price discretion/ no intrinsic qualities recalled
•No advice on how to use the model/no gift
•Inquired if another item was needed
Sales conclusion
12/16/2010Prepared by: Bora Qesja & Valerija Usjagina
Human Experience/DimensionDeparture
•No business card provided/ no catalogue provided/ no offer to register in the database
•Thanked us for the visit/ accompanied us to the door
Acknowledging the person with the client
•Initially distant / did not adapt to language change•Improved by asking for opinions
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Sales Person
Client
Functional relationship
Positive Human Relationship
ON
ON
ON
ON
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•Empathetic & not judgmental ( smiling, very helpful)
•Tried to cross sell with items that matched the taste
•Made us feel like the only clients there
Strong Points
12/16/2010Prepared by: Bora Qesja & Valerija Usjagina
Points to Develop
•Window display concept (more luxurious items to represent the brand)
•The lightening as a value adder
•The window display does not match much with the offering inside
Prepared by: Bora Qesja & Valerija Usjagina
THANK YOU FOR YOUR ATTENTION!
QUESTIONS ARE WELCOME!
12/16/2010