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Question

1. what is the distribution process of getting the product from the producer to the retailer to the customers? 2. What are some ways that old navy can conduct marketing research on customers who shop in their store locations? need right away, thanks(:

Answer

(1) This information was taken from gapinc.com (see link below). "All merchandise, samples, plans, fixtures, props and in-store displays are packed, inspected and readied for shipment to our distribution centers. Once the product arrives at the distribution centers, every single box gets checked in. Cartons are counted, quantities are confirmed and random audits are performed. As merchandise is added to inventory, it's designated for delivery to a specific store according to size, color and quantity. The distribution centers then move the merchandise to the appropriate stores. As each unit is sold, the transaction is registered for analysis by our planners and distribution analysts. These analysts monitor weekly sales trend reports and determine which stores need to be replenished with which products. Replenishment shipments typically occur one to three times per week. At the end of each season, we assess our performance, gather customer feedback, look for improvements and begin the cycle all over again." (2) Speaking from an associate point of view, the stores currently get feedback on their customers by having them complete a survey. The survey is printed at the end of every other transaction (50% off daily transactions get a survey). Any customer that takes the survey provides their age range and sex, and they answer a few questions about their shopping experience - what they came in to buy, did they find what they were looking, were there associates available to offer assistance, etc. Not sure if that's what you mean about market research. I would imagine that the Visual teams take that feedback into consideration when a large amount of customers can't easily find a certain item. As an example, let's say 300 customers responded to the survey and said they couldn't easily find basic long sleeve t-shirts, when they came in looking for them, then we'd know to move them to a better location within the store when the next visual guide is released. Also, at the beginning of each transaction, the cashier asks the customer for their zip code. This information is used to determine how far people travel to shop at a particular store, and helps the company plan where to open new locations.