Observation Research of Spinneys Supermarket - Report Example

Observation Research Report: Spinneys Supermarket Observation Research Report: Spinneys Supermarket Introduction Spinneys Supermarket was founded in 1924 in the outskirts of Alexandria, Egypt by Arthur Rawdon Spinneys, an officer in the British army(Spinneys, 2014). Spinneys had seen the need to supply quality fresh produce at affordable prices. Today, Spinneys is a major chain of supermarket stores in the UAE and the rest of the Middle East. This paper avails the findings and recommendations of an observation research the researcher conducted at the supermarket’s Alwasl Road branch in Jumeira. The research was organized under different headings. This report is organized into two paragraphs per heading. The first paragraph summarizes the findings whilein the second, the researchers make recommendations based on the heading. The researchers will then make a conclusion based on the findings and summary. Appendices A to Care attached at the end of the report. Appendix A records the data collected in the observation form. Appendices B and C are photos of the exterior and interior of the store. Findings and Recommendations Parking Lot Spinneys provides free parking for its customers. The parking area has two entrances and two exits, making possible the free flow of traffic into and out of the parking. Overall, the parking space is adequate, with two slots reserved for people with disability and an area for bicycles. However, the lot gets a little congested during peak hours. This branch of Spinneys serves customers from different parts of the UAE: while there the researchers observed two personal vehicles from Sharja, twenty-two from Dubai and five from Abu Dhabi. The researchers also saw that even though the supermarket had provided litter bins in the parking lot, it was still littered. The researchers recommend that the supermarket employs and stations people at the entrances and exits of the parking lot to ensure that only the supermarket’s clients use the facility. By so doing, the store will avoid those people who want free parking without shopping and reduce congestion during peak times. Regarding the littering of the parking area, the management of the supermarket should consider employing people to clean the lot throughout the day. In addition, the supermarket should find ways to encourage their customers to maintain cleanliness at the facility. A clean parking area will attract the environmentally-sensitive consumer to the store. Entrance The entrance of the store is fitted with a sliding door. This type of door is easier for customers to use with their trollies and luggage. There is a functional fan at the entrance. Upon entering the supermarket, the customer is greeted by a welcome poster at the counter. Besides the greeting poster, there are several other promotional posters and one that announces to the customer the services available to them such as public transport. Trolleys and baskets are conveniently placed at the entrance. The customer care desk is located on the second floor, so it’s not visible to the customer as they enter the store. The various posters described above are catchy and strategically located that they are visible to the customer as they enter the store. This situation could cause congestion at the entrance especially at peak times as customers linger to read them. The store should consider relocating them to becoming a distraction. The supermarket should also consider moving its customer care desk downstairs to the ground floor, so it is more visible and accessible to the customer. As these are currently, it is possible that some customers have complaints or compliments they don’t air because they can’t see the desk. Rather than ask, some customers will prefer to keep things to themselves. Environment inside the Supermarket The researchers visited the supermarket in the afternoon when it was not much congested. Upon entering the store, it was immediately noticeable that sections were well organized with the necessary signage. The management of the store has provided washrooms for both males and females. The cooling system works properly, especially at the entrance and at the frozen foods and electronics sections. The lighting system is good so the customer can easily see their way around the store. Western songs from the 1980s played in the background throughout the store. The researchers also noticed that every food section had its distinct smell. Finally, the supermarket has a section reserved for non-Muslim shoppers. Pork is sold in that section. Overall, the researchers are of the opinion that the environment within the store is good and that not much needs to be done except to maintain or improve it. In fact, the researchers were left with the feeling that shopping at Spinneys is a delightful experience. Staff Behaviour In trying to assess staff behavior, the researchers approached a salesperson and asked for the location of the customer care desk and the suggestion box. They were very friendly and helpful. Actually, the salesperson was able to tell we needed help even before we asked for it. The branch is adequately staffed. Each section is served by a dedicated team of staff who very knowledgeable about the products in their section. They are ready to help the customer locate any product they are looking for in addition to responding to any questions the customer may have. It appears that Spinneys has an excellent customer support policy where every employee, not just the customer relations department, has a part to play in bringing satisfaction to the customer. The researchers are convinced that such a policy is good, and the supermarket should uphold it. During Shopping In this section, the researchers observed the behavior of customers as they shopped. As already mentioned above, all the product sections are clearly labeled so the customer can walk straight to the shelf, pick the product they are looking for, pay for it at the counter and leave. Every product has a barcode that makes atransaction at the counter easy and fast. Spinneys cashier system employs the latest point-of-sale (POS) technology so the cashier does not waste time keying numbers into the system. Spinneys stocks a wide variety of products from manufacturers around the world. While at the store, the researchers saw the yellow “wet floor” warning. This signage is used to caution the customer that the floor has been mopped and is wet. The researchers believe this is agood gesture. It demonstrates that the supermarket cares about the safety of their customers. The one negative thing the researchers noticed was that some trolleys were dirty. The researchers recommend that the supermarket pays closer attention to the cleanliness of the trolleys. It is quite disappointing for a large retail store of the stature of Spinneys to have dirty trolleys. It’s likely that someone is sleeping on their job. In fact, the researchers believe that the experience of a dirty trolley is likely to keep away the sensitive buyer. At the Counter The branch has enough counters to serve clients promptly even during peak hours. The cashiers are well trained not only in bookkeeping, but also, and perhaps more importantly in how to relate well with customers. Spinneys accepts different payment methods that include cash and debit and credit cards. In addition, the supermarket accepts foreign currencies. There is, at the branch, an express counter for people with ten or fewer items. The employees are very supportive. The researchers observed several instances of staff helping customers carry their goods to their cars. However, it was observedthatSpinneys, or at least the branch researched, does not have a customer loyalty card program. Spinneys should consider introducing a loyalty card program. Such a program has several benefits, both to the customer and to the supermarket. For the customer, a loyalty card program offers them the greatest value for money. It is like putting the money the customer has spent at the supermarket back into their pocket. For the supermarket, the program improves the loyalty of its existing customers while attracting new ones hence more sales revenue and greater profits. At the Exit The exit of the branch, just like the entrance, is wide enough to allow many people to go through at the same time. Besides, it is closer to the parking area than the entrance is, making it easier for driving customers to carry their shopping, with the help of staff, into their cars. Spinneys values the suggestions of their customers. For this reason, there is at the exit, a suggestion box with suggestion cards that customers are expected to complete on their way out. However, the suggestion box is rather small and located such that it is hardly visible, as shown in Appendix C. The researchers suggest that the supermarket places the suggestion box in a manner that it is highly visible. Moreover, as things stand, customers have no guarantee that if they make comments those comments will be taken seriously. Therefore, the supermarket needs to assure their customers that their suggestions are taken with seriousness. The store could do this by placing a poster next to the box that states the seriousness with which the company takes customer sentiments. Also, the supermarket should state that they use those comments to enhance the experience of their customers. Having said all these things, the supermarket must go ahead and implement them. That way, its customers will take it more seriously. Otherwise, customers will be convinced that the suggestion box is just a formality and routine. Conclusion From humble beginnings in the outskirts of Alexandria in 1924, Spinneys has grown to become one of the leading chains of supermarkets, not just in Egypt where it began, but in the whole of the Middle East. From their observation research at the supermarket’s branch at Alwasl Road in Jumeira, the researchers are persuaded to believe that a genuine commitment to customer satisfaction partly explains the supermarket’s growth. The researchers believe that if the subject branch acts on their recommendations, it is likely to realize increased revenue in sales, hence higher profits. A similar research may be necessary at all the branches of the retail chain. Based on the findings of all these studies, it would be clear what measures the supermarket needs to take to achieve growth in the years ahead. Reference Spinneys. (2014, October 18). About Us: Overview. Retrieved from Spinneys: http://www.spinneys.com/Global/Sub.aspx?pageid=137 Appendix A University Observational research Spinneys Supermarket Supervised by: Dr Rahim Hussain Student name and ID: Parking: In this section we are observing the parking environment. 1. Is there enough parking available? Yes 2. Is free parking provided by the supermarket? Yes 3. Were there enough paid parking was available? No 4. Was there any restriction for the parking time? No 5. The 10 randomly checked number plates were as follows: a. Sharjah 2 (write the number) b. Dubai 22 c. Abu Dhabi 5 d. Ajman, Fujairah, and RAK 0 6. Any additional comments on the parenting: It has 2 enterances and 2 exits. The parking is shaded and it can accommodate bikes as well. 2 parking dedicated for disabled. Spinneys parking are wide and not congested. There is a dedicated space as well for trolleys where people can grab a trolley before entering the supermarket or they can leave it in this space after loading their bags in their cars. There are plenty of trash bins everywhere. We noticed that the parking area wasn’t clean enough, some food, cans and papers were left on the floor. But in general it is easy to enter and exit the parking especially when it’s not the peak time. I. At the entrance:In this section, we are observing the entrance. 7. Is the sliding door efficient? Yes 8. Is the entrance fan working properly? Yes 9. Are the promotional posters available at the counter? Yes 10. Are the customer greeted at the counter? Yes 11. Is the customer service counter available? (For complain, return goods etc.) The customer service office is on the second floor, it’s not visible for the customer. In case someone has something to say or complain he/she can reach any sales people and they will help immediately. In worst cases if the customer really needs to meet the customer services offices he is welcomed. 12. Any additional comments on the entrance: Trolley’s and baskets are available at the entrance, welcome note and restrictions. II. Environment (Atmosphere) : In this section, we are observing the Atmosphere. 13. Was the supermarket conveniently crowded? (i.e., not too crowded) No, it was not that much. 14. Was the signage placed in the aisle for giddiness? Yes 15. Was a washroom facility available? Ye 16. Was the cooling and heating system appropriate? Yes 17. Was the lightning system was appropriate? Yes 18. Was background music available? Yes English 80’s songs 19. Any additional comments on the environment: Everything is well organized and easy to reach. Plus in the fishery section you will smell fish; in the bakery section you will smell the freshly baked bread. Cheese section has its own smell too. In addition, there is a private section for non-Muslims. III. Staff behavior: In this section, we are observing the staff behavior. 20. Was the staff friendly? Yes and helpful. 21. Was the staff knowledgeable? Yes 22. Was there sufficient staff available? Yes all the time 23. Any additional comments on the Staff behavior: Each section has its own dedicated staff IV. During the shopping: In this section, we are observing behavior during the shopping? 24. Was it easy to find what you wanted to find (buy)? Yes 25. Was there any barcode available to check the price? Yes 26. Was the shopping trolley easy available? Yes 27. Was the price of products appropriate? It’s moderate depending on what you want. 28. Was there enough variety available in different product lines? Yes a lot 29. Any additional comments on “during the shopping”: In case there is a wet floor there is a warning signage for the customer’s safety. Not all trolleys were clean. V. At the counter: In this section, we are observing behavior at the counter? 30. Were there enough service counters available? Yes 31. Were the personnel at the cash counter efficient? Yes 32. Were different payment options available? (i.e., cash, credit card ) Yes both 33. Was any assistance available to carry the products purchased to the car? Yes all the time 34. Did they have loyalty card option? No 35. Any additional comments on “at the counter”: Different currencies are acceptable. There is a counter dedicated for people who have 10 items and less VI. At the Exit: In this section, we are observing behavior at the Exit? 36. Was it easy to exit? Yes 37. Was parking close to the exit? Yes 38. Was suggestion box available? Yes 39. Was security available? Yes 40. Any additional comments on the exit: Suggestion card is available with the box, but its place is not noticeable by the customer, it’s somehow hidden in the corner. It is easy to exit the supermarket. Note: Attached the filled observation forms to the appendix of the report. Every group member should fill out only one observation form. There would be total 4 or 5 observation forms required depending on the number of group members. Appendix B: Photos of the exterior of the supermarket Appendix C: Photos of the interior of the supermarket Read More