Comparative Shopping

As a new buyer for XYZ Department Store, it is your responsibility to shop the
competition that you believe would compete with your department. Choose a local
mass merchant store that would offer direct competition to XYZ.
Buyer's: Karly Arnold, Tyler Gremminger, Brooke Pondoff, Janissa Portincaso, Andrea
Wenzl
Store you are shopping: Gymboree
Day of the week: Monday, January 25th
Store Location: Battlefield Mall: Springfield, Missouri
Type of Retailer: Specialty Retailer, newborn to kids
Date: 1/25/2016
Time of Day: Noon
Customer Profile:
1. How many customers were in the store or area when you were shopping?
When we were in the store, roughly 10 people walked by per minute; 0-2 shoppers
were in the store.
2. If there were an unusually large number of customers, why?
N/A
3. What was the average age of the customers? How many men? How many
women?
There were 2 women shoppers in the 30-45 age range; no men were in the store.
4. Were any customers making purchases?
One purchase was made by a customer while we were present.
5. Were there enough sales associates to accommodate the number of customers?
There appeared to be 2 associates working and customers never outnumbered
them.
6. Do you think this was a typical customer sampling for the store area?
No, it is still the beginning of the day and peak traffic has not been reached. This is
not necessarily an accurate depiction of their usual customer base although it is
usually compromised of women.
7. Did the store environment parallel the type of customers present (i.e. visual
presentation reflect the customer shopping?)
Yes, Gymboree was organized by age of children and was presented in a clean and
attractive manner.

8. Summarize the customer profile by describing the target customer for this store
or area.
The target market for this store most likely focuses on middle class families with
kids or that know families with kids. Gymboree is decently priced and often has
sales targeting shoppers on a budget.

Visual Presentation
1. Diagram the layout of the department on another sheet of paper. Was it easy of
difficult to shop? Why?
See photo attachment. The store was very shopable and organized, and the sale
was distinguished from regular presentation.
2. How many and what type of fixtures did the department contain?
There were 5 tables, 6 rolling wardrobers, 2 double-tier round racks, 3 ladder
fixtures, 17 sets of bins, 2 rectangular four-way fixtures.
3. How was the department merchandised visually? By color, category, size or
combination?
Each side of the store is separated by gender, then separated by age category, and
then organized into a color story which is stronger on the girls side. Seasonal items
are kept in center front (Valentine's Day).
4. What kind of signage was used? Describe.
There is category signage on the walls, orange percent off signage (basic everyday
marketing), and red sale marketing.
5. Summarize comments on the store and the areas visual presentation.
There is a lot of merchandise but the store is still kept organized, shopable, and
inviting.

Merchandise Selection
1. What type of merchandise is stocked? List a minimum of five categories.
Tops, dresses, outerwear, bottoms, shoes and accessories.
2. What vendors are carried? List a minimum of ten.
Gymboree carries their own brand, sourced to several countries.
3. What are their private labels? How do they compare in quality and price?
Gymboree carries their own brand and quality or price would depend on fabrication
and country of origin.

4. What are the price points? Lowest? Highest? Average?

Gymboree's lowest price point is $2 with accessories and ranges to $60 for
outerwear with an average of $30 overall for their merchandise.
5. Was the selection broad and shallow or narrow and deep?
The merchandise selection is narrow and deep providing a wide variety of options
specifically for babies and young children.

6. Did there appear to be sufficient sizes? How do you know?

There were sufficient sizes; they had copious amount of space dedicated to hanging
and under stock to keep good size integrity. Children's clothing is usually smaller or
shorter which allows more to merchandised on walls and under tables.
7. What was front and forward? What was in the back of the department?
The front of the store was dedicated to seasonal Valentine's items currently and the
back housed winter clearance.
8. Was clearance merchandise available and where was it located?
There was a lot of clearance merchandise because of this post-Holiday season. It
was situated on the walls and round racks with red sale signage.
9. What percentage of the merchandise was new or current? What percentage
appeared to be basics? What percentage was clearance?
The store consisted of 70% newness and 30% sale. Girls merchandise had 20%
basic items with the other 80% consisting of a lot of fashion items and dresses. Boys
merchandise has 40% basic items with a lot of tees and denim.
10. Were there any novelty pieces?
Girls had more novelty options with nicer shoes and a wide array of jewelry and hair
accessories. On the boys side there were items like rain boots, hats, and outerwear
for novelty items.
11. Did the merchandise meet your customer analysis?
This store does match our customer analysis as it attracts any parent with a budget
and low on time. There is a strong outfitting organization to the store with their
color story which makes it easy to mix and match. Accessories are kept lower to
attract kids and be in their reach, but there is a nice balance so parents don't have
to bend down for everything.

Overall Review of the Store

1. Why do you think this store will provided competition for XYZ?

Gymboree will be strong competition because they are well known and established
with an attractive array of products.
2. How can they overcome their strengths, and take advantage of their
weaknesses? Discuss.
Gymboree has great presentation for regular price items but their amount of sale
overwhelms this. The circular cash and wrap in the middle of the store is slightly
awkward and does not accommodate customers very well. With a larger store or
less product they could be visually less cluttered. However they have very smart
fixtures that maximize their product on the sales floor, as their stockroom is most
likely limited in space.