Ethnography Results, Week 7

Group members include:

Chris Kam (myself)

Steven Hennessey 

For our fifth day of our observation, we chose to go to Buckle. Buckle appeals to college kids a little more than American Eagle, probably about on par with Express. The difference though is that its product is very specific and doesn't have a lot of range.

Our data:

# of customers that walked in: 46

# of males:25

# of females:21

54% male, 46% female

# of customers that purchased something: 8

17% of customers that walked in bought something

# of items bought: 16

2 units/transaction

# of coupons used: 0

# of males:5

# of females:3

0% of customers buying used a coupon

# of people that visited the fitting rooms: 20

# of males: 14

# of females:6

70% male, 30% female

40% of people that visited the fitting rooms bought something

# of items total people brought to the fitting rooms: 64

3.2 items per customer brought to fitting room

females tended to spend 3 minutes longer in fitting room

The mall was fairly crowded but there were not many people that came into Buckle. Our guess is that it is a relatively expensive store with sort of a niche market. The employees were very active in trying to get people to try things on. They checked back with them a lot, almost too much it seems. I figured out later that the people at Buckle work on commission which can obviously explain the customer service experience.