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Analysing the Customer Monitor has brought surprising results for the Zeus partners in Luxembourg
July 2002 saw the start of the Zeus sales optimisation project, with the first measure involving the application of the standardised Customer Monitor to the store in question. So far Zeus has analysed around 3 000 questionnaires. Some dealers have been quite surprised by the results of the customer survey, since the interior view (through the retailer’s eyes) is frequently totally different from the exterior view (through customers’ eyes).
In the following article we show how the results of the Customer Monitor can be applied to everyday retailing, taking as our example the first analysis in Luxembourg of Werkmarkt Moes in Remich.
Margit and Gérard Moes have obtained important insights from the Customer Monitor, which they intend to put into practice in their new store.
New customer-oriented building
Moes is using the Customer Monitor to obtain reliable information about the company from a customer’s point of view. This information includes the professionalism of the product mix, the degree to which DIY products are available from the competition, the proportion of regular customers, an assessment of the company and of the main competitor, and the size of its actual catchment area. The information so obtained can now be used by Moes in designing the company’s new, two-storey building (ground floor 1 600 m², upper floor 1 400 m²), which is due to open in Remich in the spring of 2004.
Exploiting sales potential
Moes carried out a survey of 150 customers during the first half of 2003. Of this total, 83.3 per cent regard themselves as occasional DIYers. Informative evenings or DIY seminars could possibly lead on from this fact. The number of semi-professional male DIYers who meet their needs in other stores, comes to 31 per cent. Here Moes will offer a “Wincard” customer card to improve customer loyalty.
Trade customers account for a 25 per cent share in the hand tools section, but their share of the related area of occupational safety products comes to just eight per cent. One explanation for this discrepancy is that the two ranges are currently stocked on two different floors. In the new building they will be brought together on the ground floor.
In the area of decorating products, paint and varnish it emerged that only 7.5 per cent get their requirements from Moes, whereas 27 per cent buy from the competition. Zeus marketing experts recommend the introduction of a tinting machine, circumstances permitting, to raise the store’s profile. Where awareness of customer services is concerned, the Remich store has quite a lot of work ahead of it, as do many other partner businesses: 40 per cent of customers do not know about the delivery service and 38 per cent are unaware of the money-back guarantee. The info stand, supposedly customers’ first port of call when entering the store, is completely overlooked by 77 per cent of customers because it is at present “hidden away”. In the new store it will be positioned directly opposite the entrance on the ground floor.
In the following article we show how the results of the Customer Monitor can be applied to everyday retailing, taking as our example the first analysis in Luxembourg of Werkmarkt Moes in Remich.
Margit and Gérard Moes have obtained important insights from the Customer Monitor, which they intend to put into practice in their new store.
New customer-oriented building
Moes is using the Customer Monitor to obtain reliable information about the company from a customer’s point of view. This information includes the professionalism of the product mix, the degree to which DIY products are available from the competition, the proportion of regular customers, an assessment of the company and of the main competitor, and the size of its actual catchment area. The information so obtained can now be used by Moes in designing the company’s new, two-storey building (ground floor 1 600 m², upper floor 1 400 m²), which is due to open in Remich in the spring of 2004.
Exploiting sales potential
Moes carried out a survey of 150 customers during the first half of 2003. Of this total, 83.3 per cent regard themselves as occasional DIYers. Informative evenings or DIY seminars could possibly lead on from this fact. The number of semi-professional male DIYers who meet their needs in other stores, comes to 31 per cent. Here Moes will offer a “Wincard” customer card to improve customer loyalty.
Trade customers account for a 25 per cent share in the hand tools section, but their share of the related area of occupational safety products comes to just eight per cent. One explanation for this discrepancy is that the two ranges are currently stocked on two different floors. In the new building they will be brought together on the ground floor.
In the area of decorating products, paint and varnish it emerged that only 7.5 per cent get their requirements from Moes, whereas 27 per cent buy from the competition. Zeus marketing experts recommend the introduction of a tinting machine, circumstances permitting, to raise the store’s profile. Where awareness of customer services is concerned, the Remich store has quite a lot of work ahead of it, as do many other partner businesses: 40 per cent of customers do not know about the delivery service and 38 per cent are unaware of the money-back guarantee. The info stand, supposedly customers’ first port of call when entering the store, is completely overlooked by 77 per cent of customers because it is at present “hidden away”. In the new store it will be positioned directly opposite the entrance on the ground floor.
