5/5/2016
PARTNERSHIP
School of Physical Education and Tourism Management
5/5/2016
GOAL
Understanding the merchandise experience
5/5/2016
FRAM EW ORK & SCOPE OF RESEARCH
HERRON
PETM
5/5/2016
HERRON RESEARCH M ETHODOLOGY
30+ Participants
5/5/2016
Qualitative- looking at the whole experience • • •
Tourney Town Bankers Life JW Marriott
PETM RESEARCH M ETHODOLOGY
471 Participants
5/5/2016
Quantitative- a zoom in view of merchandise • • •
Tourney Town Bankers Life Ober Lot
AUDIENCE – PREDOM INANTLY FEM ALE AND OLDER 0.6% 23.0% 76.4% Under 18
Prefer not to say
Male
Female
3.6%
18-24
10.2%
25-34
10.0%
35-44
13.2%
45-54
24.6%
55-64
25.9%
65 and older
12.5%
0%
5/5/2016
5%
10%
15%
20%
25%
30%
SIGNIFICANT SPREAD IN HOUSEHOLD INCOM E
less than…
50.8% of attendees have an annual household income of between $50,000 and $149,999
9.1%
$20,001-$34,999
6.2%
$35,000-$49,999
11.0%
$50,000-$74,999
15.3%
$75,000-$99,999
15.5%
$100,000-…
20.0%
$150,000-…
10.2%
$200,000 or… 0% 5/5/2016
12.7%
5%
10%
15%
20%
25%
INCOM E DIFFERENCES BY GENDER
27.2%
$49,999 or less
23.1%
32.3%
$50,000-$99,999
25.9%
40.6%
$100,000 or more
50.9%
0%
10%
20% Female
5/5/2016
59.5% of females have an annual household income of $99,999 or less 50.9% of males have an annual household income of $100,000 or more
30% Male
40%
50%
60%
ATTENDANCE – TOP 10 STATES Washington Indiana Illinois
Ohio
New York Connecticut Pennsylvania
Kentucky
Texas
Alaska
5/5/2016
ATTENDANCE – CENTRAL INDIANA COUNTIES
Boone 5.0%
Hendricks 7.7%
Morgan 2.6%
5/5/2016
Hamilton 30.8%
Marion 51.3%
Johnson 0%
Hancock 2.6%
Shelby 0%
M OST SIGNIFICANT REASON FOR ATTENDING
Women's college basketball fan
46.3%
Fan of one of the teams
38.0%
Other
7.0%
Live in Indianapolis
4.9%
Social interaction
1.9%
Received free tickets
1.9% 0%
5/5/2016
5%
10% 15% 20% 25% 30% 35% 40% 45% 50%
W HAT IS A PERSONA?
Persona development is used as a method for categorizing people based on their character traits, interests, needs and goals.
HOW W E DEVELOPED THE PERSONAS
Background: • • • •
5/5/2016
Age Travel details Reason for attending Type of fan
Shopping Experience: • Reason for shopping • Purchasing decisions (item preference) • Shopping behavior • Overall assessment
Suggestion: • Shopping preferences
OVERVIEW OF ALL PERSONAS
Occupational Customers
Recreational Customers
5/5/2016
THE W ILLIAM S: BACKGROUND Age:
Richard
• Mom and dad: Linda & Richard, 40-50 • Little girl: Jenny, 12 (Athlete) • Older girl: Margaret, 15 (Super fan)
Travel details: Margaret
Linda Jenny
The Williams Out of State Family
• Drove from Decatur, Illinois • Used their tax return for the whole trip spending • Staying at the Holiday Inn Hotel
Reason for attending: • Little daughter plays middle school basketball and the older daughter is a basketball super fan
Type of fan: • • • • • • 5/5/2016
Generational fans Mother played at IU before They love being in the sport community Defined themselves as “sport junkies” Father is there because of his daughters First time attending
THE W ILLIAM S: SHOPPING EXPERIENCE Who is the purchase for? • They bought for daughters, themselves and friend and family
Reason for shopping: • Will wear the t-shirts back to school to show off that they were there • Like wearing sport gear • Memento to remember event
Purchasing decisions (item preference): The Williams Out of State Family
• They are conscious about price, the daughters are purchase decision makers, parents buy
Shopping behavior: • Looking for bargain, shops online • Use smartphones for shopping
Overall assessment: • Usually does local site seeing like Zoo & Hall of Champions, first time at the Final Four to support their daughter in her tournament 5/5/2016
THE W ILLIAM S: SUGGESTIONS Suggestions • • • •
The Williams Out of State Family
5/5/2016
Would like an online shopping option Would like to see youth sizing More reasonable prices, smaller items More freebies while attending games
REASONS FOR PURCHASING % agreeing with the following statements: Remember the event
89.6%
Like the selection
77.0%
Bought a present
59.7%
Support my team
52.9%
My team won
33.5%
0% 5/5/2016
10%
20%
30%
40%
50%
60%
70%
80%
90% 100%
FANS PREFER TO PURCHASE M ERCHANDISE BEFORE THE GAM E
8.5% 17.4%
74.1%
Before the game 5/5/2016
During the game
After the game
PREFERRED SHOPPING LOCATIONS
43.3%
57.7%
5/5/2016
LEAST FAVORITE SHOPPING LOCATION – OBER LOT
5/5/2016
PURCHASING FOR BOTH THEM SELVES AND OTHERS
30.3%
69.7%
Myself
5/5/2016
For someone else
FANS AGED 25- 54 ARE M ORE LIKELY TO PURCHASE PRESENTS % agreeing with the following statement: “I wanted to purchase a present”
Under 24
51.7%
25-54
67.0%
55+
60.9%
0% 5/5/2016
10%
20%
30%
40%
50%
60%
70%
THE M ERCHANDISE STAND EXPERIENCE
The employees staffing the stands were friendly
92.8%
1.5% 1.0%
The employees staffing the stands were helpful
92.6%
1.5%
The merchandise stands were easy to find
1.3%
92.0%
1.2%
2.1%
Agree
Neutral
The merchandise stands were attractively displayed
2.8%
91.1%
1.4% Disagree
It was easy to find the merchandise I was looking for
84.5% 75%
5/5/2016
80%
4.0% 85%
6.8% 90%
95%
100%
M ERCHANDISE SELECTION AND PRICE % satisfied with merchandise selection Female
83.3%
Male
Females were 9.3% more satisfied with merchandise selection
74.0%
65%
70%
75%
80%
85% % satisfied with merchandise price Female
72.9%
Males were 16.9% less satisfied with price Male
56.0%
0% 5/5/2016
20%
40%
60%
80%
RELATIONSHIP BETW EEN NCAA CHAM PIONSHIP EVENTS ATTENDED AND PRODUCT ASSORTM ENT % satisfied/dissatisfied with product assortment 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
89.7%
88.8% 80.0%
Satisfied Dissatisfied
14.1% 6.8%
1
5/5/2016
89.6%
4.9%
2--4
2.2%
5--9
10+
RELATIONSHIP BETW EEN NCAA CHAM PIONSHIP EVENTS ATTENDED AND PRICE % satisfied/dissatisfied with merchandise price
90%
81.2%
80%
73.6%
70%
62.9%
60%
52.9%
50%
Satisfied
40%
Dissatisfied
30% 20%
13.9%
18.0%
21.2%
8.5%
10% 0% 1 5/5/2016
2--4
5--9
10+
RELATIONSHIP BETW EEN NCAA CHAM PIONSHIP EVENTS ATTENDED AND GRAPHICS % satisfied/dissatisfied with graphics choice 100% 90%
88.0%
88.9%
85.4%
80%
70.6%
70% 60% 50%
satisfied
40%
dissatisfied
30% 17.6%
20% 10%
6.0%
3.5%
3.4%
1
2--4
5--9
0%
5/5/2016
10+
UNDER ARM OUR IS THE PREFERRED BRAND
Does the brand make a difference in your purchasing decision? 29.1%
21.4%
21.4%
15.7%
34.3%
45%
20.7%
Yes
5/5/2016
Maybe
No
W HAT IS AN EXPERIENCE FLOW M AP?
5/5/2016
ZOOM - IN, M ERCHANDISE FLOW M AP
5/5/2016
W ILLIAM S JOURNEY
The Williams Out of State Family
PAIN POINT • Lack of advertisement of tournament • Middle school basketball tournament
5/5/2016
• By car because cheaper option
• Find local sites and select zoo and Hall of Champions
PAIN POINT • Unaware of proximity of hotel to local sites • Lack of tourist resources
W ILLIAM S’ M ERCHANDISE EXPERIENCE
PAIN POINT • Lack of awareness of items at locations
• Feel material • Hold up against body
• Loved variety of merchandise PAIN POINT • No mirror • Ask advice on t-shirt options
5/5/2016
• Shirt with color, not white • All four teams represented
PAIN POINT • Price of items determines quantity of purchases
M AJOR INSIGHTS & RECOM M ENDATIONS
Top reasons why fans purchased merchandise: remember the event, buy a present, and support their team
greater variety of team merchandise, larger sizes, women’s styles, and price points 5/5/2016
Males are more pricesensitive, but have higher income levels
The more NCAA championship events attended, the more critical the fan is
Increase presence for Under Armour?
Fans wanted merchandise found at past NCAA championship events and clarification where to find specific merchandise
M AJOR INSIGHTS - HERRON Shopping •
Varied Price Points
•
Youth Sizing
•
Purchase motivation: Gift vs. Memento
NCAA Event •
•
Disparity between Men’s and Women’s Final Four Knowing Items at each location (Consistency)
City •
Incorporating Local City Culture into Merchandise
•
More City/Transportation Info
•
More Accessibility to Products (Online)
•
Understanding Previous Year Trends
•
Improved Volunteer Training
•
Small Item Variety (ie. Pins)
•
Advertising of Events
5/5/2016
M AJOR INSIGHTS COM BINED We Agree!
5/5/2016
•
Varied Price Points
•
Varied Sizing (Youth, Women’s, Larger)
•
More Access to Products (Online)
•
Understanding Previous Years Trends
•
Knowing Items at each location (Consistency)
•
Item Variety (ie. Smaller items)
NEXT STEPS
Past Sales Trends
5/5/2016
Information on where to find merchandise
HOW M IGHT W E‌
HOW MIGHT WE‌
enhance the merchandise experience by connecting the overall event experience? (city, NCAA event, shopping)
5/5/2016
Owning the Memory: A Look at Fans and How They Experience Merchandise
TOOL FOR IDEATION
5/5/2016
TOOL FOR IDEATION
Generate ideas for possible solutions according to the selected persona’s pain points
5/5/2016
Framework of Opportunity Areas: Shopping experience • Service • Products NCAA events experience • Spectatorship • Connection with others • Fan-oriented entertainment City experience • Infrastructure • Empowerment • Recreational entertainment
TOOL FOR IDEATION
5/5/2016
THANK YOU!
What questions can we answer?