Field investigation report of Wal-Mart supermarket

Venue: Wal-Mart Supermarket Nanning Chaoyang Store

Participants: Huang Honghua, Mao Chengxi, Li Yinian.

The purpose of our on-the-spot investigation is to investigate the environment of the whole Wal-Mart supermarket and the characteristics of the goods displayed on the shelves in the supermarket, and then make an evaluation and put forward suggestions for improvement. After determining our purpose, we made a detailed field trip to Wal-Mart with 165438+ on the afternoon of October 9th.

First, the background analysis of Wal-Mart stores

You should know the background of Wal-Mart before the field trip. Wal-Mart Chaoyang Branch is located in wanda plaza, Chaoyang business district in the center of Nanning, with a unique geographical location. Coupled with Wanda Shopping Plaza, a one-stop shopping paradise, the flow of people can be imagined.

Second, Wal-Mart supermarket environment and merchandise shelf display

Wal-Mart stores are on the second and third floors, and the first floor covers an area of about 3,000 square meters. The overall design of the store is: the second floor is mainly daily food, and the third floor is clothing, department stores and electrical appliances; Because the supermarket is on the second and third floors, I have to take the elevator, but I feel that the elevators in the supermarket are too small and too few. The elevator from the second floor to the third floor is inclined, which is beneficial for customers to shop with shopping carts. What surprised me most was that there were some shelves in the middle of the elevator when I got on and off, on which were some cheap and practical small commodities. It feels crowded when there are many people on holidays, which will give consumers a bad impression.

Arrive at the entrance of the supermarket on the second floor and introduce the lockers and shopping carts. It is very convenient for supermarkets to use coin-operated mechanical lockers. But the disadvantage is that sometimes it is inconvenient for consumers to exchange coins when they don't have them. Moreover, when there are many people, lockers are often full, which will make consumers reluctant to shop. The shopping cart is placed at the door, which is convenient for customers to enter shopping. The disadvantage is the small entrance.

When you enter the Wal-Mart supermarket, the first feature is that you feel that the space inside is very wide and will not make people feel oppressive. The shelf spacing is equivalent to twice that of other supermarkets. This benefit is obvious. In the whole process of shopping in the supermarket, I have never encountered the problem of "traffic jam" But it will take up a lot of space.

Wal-Mart has large shelves, neat emissions and clear product classification. Wal-Mart will make good use of limited space and save a sum of money for storing goods. The price tags of all goods in the supermarket are basically marked on the cards, which are clearly visible. It is easy for customers to see the price tags and compare them with other goods. However, I still found some problems. Because the shelves are too high, some customers can't see clearly, and there are few salespeople in some places, which can be described as "poor". This is of course a cost-saving measure of Wal-Mart.

Stone, but "extremes meet", there are too few waiters, and the victims are still customers: waiters don't take the initiative to serve when customers need it, and sometimes customers have to find waiters themselves for half a day.

The classified display of goods in supermarkets is obvious and distinctive. I deeply feel the humanization of commodities in the field investigation. For example, the front of the packaging is facing various channels, so that customers can see clearly what products it is from any aspect. But the clothes on the third floor give people a really bad feeling, and few people will patronize them, as if I didn't see the fitting room either.

The decoration in some parts of the supermarket matches well with the goods. In the place where bread is sold, the color of the wall is decorated with the color of bread, which makes customers feel very comfortable. Moreover, some cooked food is made on the spot, so consumers will feel at ease after seeing it.

The ubiquitous supermarket layout, guiding signs and more scientific commodity layout reflect the humanization of supermarkets. But there is almost no rest place in the supermarket. If you want to rest, you can only go to the place where books are sold.

Wal-Mart has many checkout outlets, which avoids the crowded situation when there are many people. However, I have also seen a situation where cashiers often have no change, and the staff can only bring the change after ringing the bell, which invisibly increases the waiting time of customers. And most of those cashiers keep a straight face and seldom laugh or talk to customers.

Third, suggestions for improvement

Before we give suggestions, we must first understand the marketing environment of the supermarket, and then give suggestions. Because the supermarket is located in Chaoyang business district, the flow of people is very large, so the improvement of the supermarket should be more humanized, and everything should be subject to the requirements of customers.

1. Because there are many people visiting the supermarket on holidays, it is necessary to appropriately increase the elevator or increase the width of the elevator. In this way, people will not be narrow-minded and more conducive to mobilizing the enthusiasm of consumers.

The entrance of the supermarket must be kept in a wide place, which is convenient for consumers to enter the supermarket. Therefore, when you put the shopping cart, you must be neat and reduce the space occupied. Of course, supermarkets should also increase the number of shopping baskets. Because you want to exchange coins, you should put the exchange place in a conspicuous place and add lockers.

3. Because the supermarket is large and neatly arranged, some places in the supermarket are sometimes empty. And there are no shopping guides in many places. Because the shelves are very high, it is difficult for consumers to understand the goods, so it is necessary to increase the number of shopping guides. As a large supermarket, it is necessary to increase the number of recliners. Usually people are tired when shopping. If there is no place to rest, customers will spend less time in the supermarket.

4, supermarket clothes are actually rare, the most important thing is because of quality! So I think supermarkets should contact well-known manufacturers to sell well-known clothes that meet the quality requirements. There is also an increase in fitting rooms. Without fitting rooms, no one wants to buy them.

The waiters in the supermarket seldom smile, so smiling service is essential. Therefore, when recruiting employees, supermarkets must put quality first, supplemented by smile training. The cashier must prepare enough change to make up for it and try to reduce the waiting time of customers.

That's the report of my field trip to Wal-Mart.

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Field investigation report of Wal-Mart supermarket [2]

Customer Satisfaction in Wal-Mart Supermarket Market

Degree survey report

Investigator: Vagrancy

Student number:1301404133.

Introduction of Wal-Mart

Wal-Mart Stores Limited was founded in Arkansas on 1962 by American retail legend sam walton. After more than forty years of development, Wal-Mart Stores Limited has become the largest private employer in the United States and the largest chain retailer in the world. Wal-Mart 1996 entered China and opened the first Wal-Mart shopping plaza and Sam member store in Shenzhen.

In June 2004, 165438+ 10, Wal-Mart's first branch in Han, Hankou Wanda Store, officially opened in Zhongshan Avenue, Hankou. Less than a year later, from 2065438 to September 2007, Wal-Mart opened its second branch in Xu Dong District, Wuchang. Wal-Mart Wuchang Pinmao Store is located on the ground floor, with a business area of 1.8 million square meters. It is Wal-Mart's largest single-storey store in China, and its storefront environment in Xu Dong is basically the same as that in Hankou.

However, in the face of the competition from the "four kings" of local business circles, namely, martial merchants, Han merchants, Zhong Bai merchants and Chinese businessmen, there are also Carrefour, Metro and Wal-Mart, which are also international retail supermarkets.

Purpose of investigation

By observing and analyzing consumers' shopping habits and supermarket facilities, we can indirectly understand the factors that affect consumers' shopping; From the consumer's point of view, what effective measures should supermarkets take to improve consumer satisfaction?

Analysis of supermarket layout

superiority

The categories that consumers often buy are arranged on the third floor, which is convenient for customers and saves consumers' time and physical costs.

The distribution of food area and supplies area is reasonable, and the layout of each category is clear, which is convenient for customers to find the exit and connect with the cashier, and it is convenient to enter and exit, and the orderly management of the supermarket is insufficient.

There is a large flow of people at the checkout counter and entrance, and the space in this area is narrow and disorderly, which leads to the decline of customer satisfaction after shopping.

Different categories are scattered, which is not conducive to customers' purchase.

There are fewer places to let go of carts and baskets, which is not convenient for customers to use.

The location of the bathroom is not obvious, which brings inconvenience to customers. The bathroom in the mall seems to be hidden, so it is not easy to find it, and there is no good explanation outside. In addition, the supermarket has a large flow of people, but there is only one bathroom. There are already many customers waiting in line in front of the bathroom, which is not conducive to the establishment of Wal-Mart's good image.

Suggestion: make the signboard of the bathroom more eye-catching and wider; Add a toilet

The number of squats in the room.

Cashier problem

Wal-Mart's cashier is one of the things that Wal-Mart is not satisfied with. Many times, there are too many people standing in front of the cashier and too much time is wasted on payment. However, Wal-Mart does not mean that there are few cashiers, but that it is difficult for the cashiers that are open at the specified time to conform to the actual situation. Although the passenger flow is relatively fixed and regular, there will often be a sudden increase in passenger flow, but Wal-Mart has not increased the number of checkout counters accordingly, resulting in a long queue in front of the checkout counters, wasting too much time for customers, and thus dissatisfied with Wal-Mart's service. In addition, Wal-Mart's "fast cash register area" is generally not open.

Suggestion: the number of open checkout counters should be flexibly increased according to the actual situation, and it should not be too dead to improve the efficiency of checkout counters; The fast cash register area should play its role of fast cash register.

Summary:

Supermarkets are the places where ordinary people shop most frequently. There are various products here. The simple purchase behavior of consumers here will affect the overall layout, shelf display, price setting and marketing strategy of supermarkets. The hidden mystery tells us that a scientific and reasonable layout, a humanized setting and a comprehensive and timely marketing strategy will play a decisive role in meeting the needs of customers and the survival and development of an enterprise.