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AMA Survey: TUSA # AMA Evaluation

11-11-06

Test Location
3108 S. Rt. 59
Naperville IL US 60564

Location: AMA

District:

Region:
 
34% : Overall Score (50/147)
90%: Facility (28/31)
0%: Acknowledgement and Greeting (0/21)
0%: Sale and Technique (0/31)
0%: Integrity- Loss Prevention (0/7)
50%: Fitting Room (3/6)
45%: Wrap Desk (13/29)
--%: Restroom (0/0)
36%: Overall Impressions (5/14)

Location Avg Y2006 (1 evaluation): 34%
Survey Avg Y2006 (1 evaluation): 34%

Scoring Rules:
* N/A answers are omitted from scoring
    (total possible points will vary from shop to shop)
* Scores are capped at 100%  

Question Score Answer
Shop date  
11/11/2006
 
Day shop performed  0/0 
Saturday
 
Time of shop  
3:10 PM
 
Number of associates present  
4
 
Number of customers present  
8
 
Facility
90% (28/31)
Were the windows and doors clean and free of streaks and smudges?  2/3 
Good
 
Was the signage on the windows and/or doors crisp and straight?  3/3 
Excellent
 
Was the lighting in the windows complete with all fixtures in proper working order?  1/1 
Yes
 
Was the entryway clean and well maintained?  3/3 
Excellent
 
Was a door sign present at the entrance?  1/1 
Yes
 
If so, was the sign crisp and in good repair?  3/3 
Excellent
 
If applicable, what was the message displayed on the door sign?  
Sale - up to 25% off, select styles, Veterans Day Sale
 
Was the sales floor clean and well maintained?  2/3 
Good
 
Was the merchandise organized and tidy?  2/3 
Good
 
Were the merchandise fixtures properly stocked (sufficient merchandise displayed, yet not too full)?  3/3 
Excellent
 
Were the merchandise fixtures nicely organized?  3/3 
Excellent
 
Was the lighting complete with all fixtures in proper working order?  1/1 
Yes
 
If not, how many lights were not in proper working order?  
 
 
Was background music playing?  1/1 
Yes
 
Was the music set at an appropriate volume?  3/3 
Excellent
 
Acknowledgement and Greeting
0% (0/21)
Upon entering the store, was the sales associate  0/0 
Handling Merchandise
At the Register
 
Were you greeted as you entered the store?  0/7 
No
 
If you were not greeted immediately upon entering the store, how long after entering were you acknowledged?  
00:00 min:sec
 
Did the associate greet you in a friendly manner (smiling, establishing eye contact)?  0/7 
Poor
 
What was the associate's opening statement?  
I was never greeted
 
Once you indicated that you would like to browse, did an associate reapproach?  0/0 
N/A
 
If so, how soon were you reapproached?  
 
 
Did the associate attempt to establish rapport?  0/7 
Poor
 
Sale and Technique
0% (0/31)
Did the associate ask an open ended question to determine your needs?  0/5 
No
 
Did the associate offer a range of products or offer additional merchandise?  0/7 
Poor
 
Was the associate knowledgeable?  0/7 
Poor
 
Did the associate present the benefits of the merchandise discussed?  0/7 
Poor
 
Did the associate mention birthday parties at TUSA?  0/5 
No
 
Integrity- Loss Prevention
0% (0/7)
During your visit, did you witness any mishandling of cash, merchandise, or other threat?  
Yes
 
Please describe the incident below


I was in the store for thirty minutes. I noticed an employee at the front of the store for five minutes when I first entered. She was then called to the register. No one was at the front of the store and customers were coming in and going out during this time. I felt the risk of customer theft was very high during this period of time.
 
 
If so, rate the risk factor  0/7 
high probability
 
Fitting Room
50% (3/6)
Was the fitting room evaluated during this visit?  0/0 
Yes
 
Did the associate escort you to the fitting room?  0/3 
No
 
Was the fitting room clean and tidy, with no merchandise and/or hangers present?  3/3 
Excellent
 
Wrap Desk
45% (13/29)
Did the associate request the birth date of the child you are buying for?  5/5 
Yes
 
Did the associate mention the benefits of providing the birth date?  0/5 
No
 
Did the associate ask for your phone number?  5/5 
Yes
 
Was the transaction handled in a friendly, efficient manner?  3/7 
Good
 
Did you pay by cash?  0/0 
Yes
 
If so, did the assoicate provide the correct change?  1/1 
Yes
 
Did the associate thank you and invite you to return?  0/7 
Poor
 
Restroom
Did you evaluate the restroom during this visit?  0/0 
No
 
Was the door locked?  0/0 
 
 
Was the floor clean and free of debris?  0/0 
 
 
Were the walls clean and in good repair?  0/0 
 
 
Was the commode clean?  0/0 
 
 
Were the sink and mirror clean and dry?  0/0 
 
 
Were the hand soap and paper products fully stocked?  0/0 
 
 
Was the lighting complete with all fixtures in proper working order?  0/0 
 
 
Overall Impressions
36% (5/14)
Rate the overall atmosphere during this visit  3/7 
Good
 
Based on the service you received today, would you return and/or recommend TUSA to others? Please explain in narrative  2/7 
Unlikely
 
What is your favorite store to shop for children's clothing?  
Gap Kids
 
Based on this visit, how do we compare to your favorite store?  0/7 
Below expectations
 
Reimbursable Expenses
What did you purchase for this shop?  
One tee shirt
 
Total amount spent, including tax  
$8.53
 
Essay Information
Essay


The exterior of the store was in great condition. The sign on the side walk outside of the store was set in a prominent position and was easily noticed from the parking lot. It stated that the store was running a 25% off sale for the holiday weekend. The windows on the outside were water stained and needed to be cleaned. The signage was properly displayed in the windows.

As I entered the store, I quickly noted how busy it was. Many customers were noticed browsing. The store's merchandise was in good condition except for various displays here and there. Tables of sweaters had several misplaced items directly in front of the store's entrance. As I walked through the store I noticed several displays that were in need of straightening. Several items on displays fell on the floor and were just left there. The pictures I was able to take in the store were of the shoe area and in the purse section. Both areas had items on the floor in disorder. This was all the way in the back corner of the store. Dressing rooms were not staffed, and no one escorted patrons to them. Customers were free to go in and out without supervision.

When I first arrived, I noticed an employee in the front of the store pricing and placing new merchandise on a table. She was a young woman in her late teens, about 5'5” tall, brown hair with blonde streaks. I would later find out her name was Sam. She did not wear a name tag. The other employee I noticed was the only one ringing up customers. Her customer line was very long and it was clear she felt frustrated. She finally called Sam for help when the line reached the middle of the store. Sam left what she was doing to help her. This was the last time an employee was stationed at the front of the store. During my visit I noticed two other employees come out from in back. One employee wore a name tag; however, she had it pinned on the front of her jeans near her pocket. She was seen for a very short amount of time adding merchandise to the floor. Another employee came out to talk with the two employees at the register and then disappeared in back, never to be seen again.

Throughout my visit I was never greeted in any way by an employee. The only interaction I had with anyone was at the register. The employees working the register only paid attention to what they were doing there. No one glanced out to the floor to see if anyone needed help or to supervise the floor in any way. This particular store is very deep. There is no way employees can pay close attention to the front of the store from the back registers. The security threat was very evident as customers could easily pick up an item at the front of the store and walk out without being noticed. The same holds true for the fitting rooms. Since there was no supervision there, a customer could easily pocket something without anyone knowing.

Once it was my turn at the register, I placed my item on the counter and placed a $20.00 bill next to it. Sam (I learned her name when the other employee called her for help at the register) began the transaction by asking for my phone number. I gave her this information and then she asked for the birth date of the child I was buying for. I indicated I was not certain of this information as I was purchasing this as a gift. She then continued to ring up my purchase in silence. She told me the total, and took my $20.00 bill. She provided me with the correct change. She wished me a good day, but did not thank me or invite me to return. I was not offered a gift receipt for my purchase. I did notice a lot of promotional material on the birthday party options; however, the employee never mentioned it to me or any of the other customers I witnessed checking out.

Overall I would not be inclined to visit this store again. I feel as though it was not staffed adequately to receive help on the floor, especially since it was a holiday weekend sale. The two employees I saw that came in and out of the back really needed to help customers on the floor rather than stock merchandise. The atmosphere of the store was good and the clothes were very cute. I would hesitate to visit again, however, because of the lack of customer service shown here.
 
 
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