13. Customer Profile Demographics Have 1 or 2 young children - $45,000/ year. Married females that live in small town Psychographics Dates w/ husband when there is time. Vacations to Disney World with children. Cooks Enjoys Reading
14. Customer Profile Does store atmosphere reflect customer characteristics? Very clean store Relaxing music Laid back
15. Visual Presentation Traffic Flow 2 aisles – 5 feet wide each Very easy shopping Racks full Next to Ladies Clothes
20. Merchandise Selection Private label brands Union Bay Only Product not on sale A little more expensive. Highest: $34.99 Lowest: $14.99 Quality is a little better.
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22. Merchandise Selection Price Points Highest: $36.00 Lowest: $5.99 Average: $14.99 Selection Broad and Shallow Many different vendors Have a few products from each one
23. Merchandise Selection Sizing Sufficient Carry 1-3-5-7-9-11-13 in Pants, Jeans, Shorts S-M-L-XL in shirts Very few smalls Overstock Not allowed Everything is always out on the floor
25. Merchandise Selection New items Dress / Shirt type product just went onto the floor day before I came.
26. Competition Why is Peebles a competitor to Perry’s? Carries all Junior Apparel Classifications Great Atmosphere Quality Prices
27. Strengths What are Peeble’s Strengths? Clearance Great Atmosphere Union Bay Variety Quality of prices How can we overcome? Marketing plan Quality of Products Private Label of our own Customer service (Gift Wrap)
28. Weaknesses What are Peeble’s Weaknesses? Having everything on sale Could hurt perception of Peeble’s No gift wrap Too many unknown brands How could we take advantage? Have sales at certain times, and market them. Add gift wrap Take customer service to…another level. Have name brands, along with a private label brand People know products and trust them.