Operations Unit Survey 营运调查 October 2007 2007 年 10 月

1

Operations Unit Survey

营运调查October 2007

2007年 10 月

Operation & Research, Wal Mart China沃尔玛中国营运部 & 市场调研部

SAM’S CLUB

山姆会员店

2

Content 内容• Project Review 项目简介• Management Summary 管理概要• Overall 总体表现评分

– Trend Review 趋势回顾– Cross Store Comparison 跨店比较– Rating on assortment, price and freshness of the Fresh Department 对鲜食部门的评分，包括种类、价格、新鲜程度。

• Store Performance Scoring 商店表现评分– Trend Review 趋势回顾– Rating on assortment, price and freshness of the Fresh Department 对鲜食部门的评分，包括种类、价格、新鲜程度。

• Improvement Comments 改进意见

3

Project Review 项目概要 Objectives 目的

- To keep tracking on store performance from shoppers’ perspective

从顾客的眼光跟踪商店的表现 .

- To identify the areas that need to be improved so that to increase our competition edges 指出需要改进的地方 , 提高我们的竞争优势 - Support ERM program 支持企业风险管理 (ERM) 计划 Methodology 方法 - Questionnaire design: Research Team

市调问卷设计 : 市调小组 - Sample criteria: Shoppers who just finished shopping at SAM’s and passed all screening

questions.

取样标准 : 刚从沃尔玛购物出来的顾客 , 并通过了所有的甄别问题 - Field work: Operation associates.

实地操作 : 营运同事

4

Numbers of Surveyed Store 调查门店数量

4 4 4 45

4 4 4

March April * May June July August September October

SAM's Club

•Sample size: 60 samples/unit

•样本量 : 60份 / 店

• Sample Size– 60 samples in each Club. 30 Business Members and 30

Advantage Members.

每一间会员店共有 60 个样本 . 30 位商业会员 , 30 位个人会员 .

5

The following attributes are evaluated by customers:

我们的顾客对下列各个关于商店的因素进行了评估：

* 5 scale is used for measurement. 评价标准为５分制．“5” means the most satisfied; “3” means no difference vs. other stores; “1” means the most dissatisfied.

5 分为最满意； 3 分为与其他店没有区别 ; 1 分为最不满意 .

Overall satisfaction 总体评价 Associates Service 员工服务 Cleanliness 商场清洁度 Shelf Display 货架陈列 Assortment 商品种类 Valued for Money 商品物有所值 In-store Music 店内音乐 Directional Signs 指示标牌 Price 价格 Air Flow and Temperature 空气及温度 Lighting in the Store 店内灯光 Check-out Speed 收银速度

6

Trend Review

(2007年 10月 )

趋势回顾

(October 2007)

7

4.754.67

4.744.67

4.81 4.834.73 4.73

4.254.13

4.23

4.06 4.06 4.114.24

4.044.033.93

3.99 3.94 3.92 3.964.03

3.94

Overall Rating 总体评价 Associates Service 员工服务Lighting in the Store 店内灯光

Cleanliness 清洁度 Shelf Display 货架陈列

SAM’S Club

山姆会员店平均得分 (From Mar. to Oct. 三月至十月 )

• The average score on Lighting, Associate Service and Check-out Speed have retained a satisfactory level in the past eight months. 店内灯光 , 员工服务及收银速度的得分持续 8 个月都保持在一个令顾客满意的程度 .

• The satisfaction on Assortment achieved the point 3 at the first time in the last eight months. 对商品品种的满意度在 8 个月中首次达到了 3分 .

• The scores of Overall Rating, Associates Service and Value for Money were decreased in October. 店内总体评价，员工服务和物有所值的评分在 10 月份有一个下降的趋势。

4.384.28

4.09 4.064.20 4.18 4.16

3.78

4.08 4.134.00 3.99 4.00

3.944.02 3.98

8SAM’S Club

山姆会员店平均得分 (From Mar. to Oct. 三月至十月 )

4.13

3.70 3.763.58

3.743.98 3.97 3.94

2.852.70

2.89 2.95 2.972.87 2.87

3.04

3.65

3.40

3.693.56

3.46

3.683.77

3.66

3.50 3.52 3.55

3.34

3.543.61

3.67

3.483.38 3.40

3.54

3.413.30 3.30 3.31 3.31

3.70

3.453.55 3.56

3.47

3.69

3.51 3.51

2.80 2.70 2.80 2.70 2.80 2.80 2.722.70

Value for Money 物有所值 Air Flow and Temperature 空气温度 Assortment 商品品种

Directional Signs 指示标牌In-store Music 音乐 Price 价格

Speed of Check-out 收银速度

9

Cross Store Comparison

(2007年 10月 )

跨店比较

(October 2007)

10

Overall Rating 总体评价 The average score of Overall Rating is 3.94, slightly fell from last month. 顾客对商店总体的评价的

平均分为 3.94 ，与上月相比略有下降。

Avg. = 3.94

Very satisfied非常满意

Satisfied 满意

Neither satisfied nor dissatisfied 无所谓满意不满意

Dissatisfied 不满意

Dissatisfied at all 非常不满意

3.773.90

4.074.03

1

2

3

4

5

4788478947546505

11

4.64

4.874.754.67

1

2

3

4

5

4788478947546505

Lighting in the Store 店内灯光 In October, the score of Lighting in the Store in #6505 and #4788 has gone up while #4754 and

#4789 has gone down. In Customers’ mind, the score of Lighting in the Store still maintained a high

satisfactory level. 6505和 4788 十月份在店内灯光的评分上升，但 4754及 4789 在此项上的评分下降了。在顾客的心目中，店内灯光仍然保持令人非常满意的程度。

Avg. = 4.73

Too bright 过于强烈

A little bit over bright 有些强烈

Just right 恰到好处

A little bit bleak 有些暗淡

Too bleak 过于暗淡

12

3.72

4.004.004.03

1

2

3

4

5

4788478947546505

Air Flow and Temperature 空气及温度 The average score of Air Flow and Temperature is 3.90. 顾客对店内温度评价的平均分为 3.90.

Shoppers thought that Air Flow and Temperature in #4788 didn’t reach the comfortable level in September and October。 4788 的顾客认为九月及十月店内的温度均不够舒适。

Avg. = 3.94

Very comfortable 非常舒适

Comfortable 舒适

Neither comfortable nor uncomfortable 一般

Uncomfortable 不舒适

Very uncomfortable 非常不舒适

13

Cleanliness 清洁度 The average score of Cleanliness is 4.16. 顾客对清洁度的评价为 4.16

Despite a 0.3 increase on the score of Cleanliness in #4788, the rest three stores have declined from

the previous month. 10月 4788 在清洁度的评分上升了 0.3 ，但其它三家店的评分略有下降。

4.38

4.004.134.13

1

2

3

4

5

4788478947546505

Avg. = 4.16

Very clean 非常清洁

Clean 清洁

Neither clean nor unclean 一般

Unclean 脏

Very unclean 非常脏

14

3.47

3.713.60

3.92

1

2

3

4

5

4788478947546505

In-store Music 店内音乐 The average score of In-store Music is 3.67. 顾客对店内音乐的评价为 3.67 。

The performance of #6505 and #4788 are stable yet it has not archived the satisfaction level. 6505及 4788 在店内音乐方面表现平稳，但仍未达到令顾客满意的程度。

Avg. = 3. 67

Very good 非常好

Good 好

Neither good nor bad 一般

Bad 差

Very bad 非常差

15

Clearness Of Directional Signs 指示标牌清晰度 The average score of Directional Sign is 3.5. 顾客对指示标牌的平均评分为 3.5 。 The score of #4788 has a decline of 0.4 in October. 10月 4788 指示标牌的清晰度下降了 0.4 。

3.20

3.81

3.453.58

1

2

3

4

5

Avg. = 3.51

Very clear 非常清晰

Clear 清晰

Neither clear nor unclear 一般

Unclear 不清晰

Very unclear 非常不清晰

16

2.752.94

3.05

3.43

1

2

3

4

5

4788478947546505

Assortment 商品种类 The average score of Assortment is 3.04. 顾客对商品种类的评价为 3.04 。

#4754 has an outstanding improvement on Assortment. Its score has raised from 2.7 to 3.1. #6505 has a continuous progress in the past three months. 4754 在商品种类方面取得了显著的进步，它在此项的评分由 2.7 上升到 3.1。 6505 此项的评分在过去的 3 个月中一直呈上升趋势。

Avg. = 3.04

Very complete 非常齐全

Complete 齐全

No difference from other stores 与其他超市没有区别

Not complete 不齐全

Not complete at all 非常不齐全

17

Satisfaction on Price 价格满意度 The average score of price was 3.3. 顾客对价格的平均评价为 3.3 。

The satisfaction on Price in #6505 has grown up from July. 6505 的顾客对价格的满意度从 7 月起一直上升。

The rating of #4788 is withdrawing a little after a successive progress in the past three months. 4788在价格方面的评分在持续三个月的上升之后有所退步。

3.223.163.25

3.62

1

2

3

4

5

4788478947546505

Avg. = 3.31

Very cheap 非常便宜

Cheap 便宜

Expensive 贵

Very Expensive 非常贵

No difference from other stores 与其他超市没有区别

18

4.29

3.953.904.03

1

2

3

4

5

4788478947546505

Associate Service 会员服务 The average score of Associate Service is 4.0. 顾客对会员服务的评价为 4.0 。 4754 is the only one which always score lower than 4, except in March, May and July. 4754 是唯一一

家在会员服务方面的评分经常低于 4 分的，从三月到十月， 4754 仅在三月，五月和七月此项的评分高于 4 分。

Avg. = 4.04

Very friendly非常友善

Friendly 友善

No difference vs. other stores 与其他超市没有区别

Not friendly 不友善

Not friendly at all 非常不友善

19

Check-out Speed 收银速度 The Check-out Speed in #4754 has slowed down since June. 从六月起， 4754 的收银速度一直在

下降。

Avg. = 2.72Fast 快

Slow but acceptable 慢但可以接受

Slow and not acceptable 慢但不可以接受

Note: 3-point scale is used in this question. 注意：这个问题所使用的是 3 分制量表。

2.802.87

2.43

2.78

1

2

3

4788478947546505

20

Shelf Display 货架陈列 The average score of Shelf Display keeps at 3.98 points level. 顾客对货架陈列的评价为保持在

3.98 分。

It shows that the Shelf Display in all stores have reached a satisfaction level in consumers’ mind. 这显示四间店的顾客均认为货架陈列整齐。

4.033.973.953.95

1

2

3

4

5

4788478947546505

Avg. = 3.98Very tidy 非常整齐

Tidy 整齐

No difference vs. other stores 与其他超市没有区别

Not tidy 不够整齐

Not tidy at all 非常不整齐

21

Valued for Money 商品物有所值 The average score of Valued for Money is 3.66. 顾客对商品物有所值的评价为 3.66 。

The score of Valued for Money in 4788 was a 0.29 backward in October after its rating had improved remarkably in the past three months. 虽然 4788 在过去的三个月里在物有所值方面取得了令人瞩目的进步，但 10 月它此项的评分比 9 月下降了 0.29 分。

3.523.70

3.50

3.92

1

2

3

4

5

4788478947546505

Avg. = 3.66

Very valued for money 非常物有所值

Valued for money 物有所值

Neither valued nor not valued 与其他超市没有区别

Not valued money 不物有所值

Not valued money at all 一点也不物有所值

22

- Bakery 新鲜面包 - Produce 果蔬蔬菜- Meat 鲜肉- Sea Food 海鲜- Deli 熟食

The following attributes of the Fresh departments were evaluated by the customers:顾客对以下鲜食部门的各个方面进行了评估：

23

Trend Review

(2007年 6-10月 )

趋势回顾

( June - October 2007)

24

•The performance of the Bakery department has been slightly improved in Oct.

在 10 月份，所有面包糕点的表现都有轻微上升。

Member Sati sfacti on

80% 82%

70%74%

39%42%

80%

75%

78%

62%55%

67%

45% 43%

33%

June July August September October

Qual i ty of Bakery Assortment of Bakery Pri ce of Bakery

Bakery

Rating on Sam’s Club Fresh Dept. 对山姆店鲜食部门的评价

25


66%

62%

56%

60%

30% 30%

60%57%

74%

57%

46%

56%

32%

36%

23%


Freshness of Produce Assortment of Produce Pri ce of Produce

•The members’ satisfaction at Freshness of Produce was decreased in Oct. 会员对于山姆店的果蔬新鲜程度的满意程度在 10 月份有所下降。•The rating on Assortment of Produce is keeping a growth in Sep. 果蔬品种的满意度在 9 月份保持增长。•There is no difference between the Oct satisfaction and the Sep satisfaction on the Produce Price. 10 月份的果蔬价格满意度与 9 月相比 , 没有差别 .

Produce


26

•The satisfaction at all attributes of Meat has increased in Oct. 对肉类所有项目的满意度在 10 月上升。


73%77%

53%

82%

56%

79%

58%

61%

58% 57%

42%

62%64% 62%

50%


Qual i ty of Meat Assortment of Meat Pri ce of Meat

Meat


27

•The Seafood quality and price were fluctuated frequently in the past five months. 海鲜的质量及价格在过去的 5 个月里波动频繁。• The rating on Seafood was raised up in Oct. 在 10 月里海鲜的评价上升。


74%

68%

75%

55%

29%

36%

72%

52% 52%50%

37% 47%42%

48%

33%


Qual i ty of Seaf ood Assortment of Seaf ood Pri ce of Seaf ood

Seafood


28


66%68%

61%64%

37%

43%

64%

69%

75%

55%57%

52%

41%43%

30%


Taste of Del i Assortment of Del i Pri ce of Del i

Deli


•Members are more and more satisfied with the Assortment of Deli in the past four months. 会员对于熟食品种的满意程度在过去的 4 个月中有持续增长。•Taste of Deli stays at a satisfactory level in the past five months. 在过去的 5 个月中 , 熟食的口味保持较高满意度。 •The Member satisfaction on Deli Price in Sep has recovered to the level in June. 9 月份的熟食价格满意度回复到 6 月份的水平 .

29

Cross Club Comparison

(2007年 10月 )

跨店比较

(October 2007)

30

Bakery 新鲜面包 A large portion of members are appreciated with the high quality of Bakery. 大部分会员对面包的优良品质表示赞赏。

The performance on Price of Bakery in #4789 are disappointed even through over 80% of members provided a positive feedback on Quality and Assortment of Bakery. 虽然 4789 有超过 80% 的顾客认同面包的味道好、种类繁多，但对价格的满意度不高。

#4788 made a remarkable improvement on the attributes mentioned above. 4788 在上述三个评估方面取得极大进步。

Better Than Other Stores

78.3%81.5%

63.3%

70.8%

25.5%

35.9%

83.6%

83.7%81.8%

83.7%

69.4%

41.7%

6505 4754 4789 4788


31

Produce 果蔬蔬菜

A down trend was observed on Price of Produce in #4789 and #4788. 10 月份 4789和 4788 的顾客对海鲜价格的满意度下降。


28.3%

65.1%

50.0%55.7%

17.7%

33.3%

77.4%

82.2%

74.2%60.0%

60.0%

15.0%

6505 4754 4789 4788


32

Meat 鲜肉

Lots of members in #4789 are aware of the big improvement on Quality, Assortment and Price of Meat compare with its performance in September. 许多顾客都意识到 4789 在鲜肉的品质，种类和价格方面与 9 月相比有很大进步。


65.0%

89.3%

77.4%

45.0%

76.8%77.3%

63.5%

76.8%

61.4%65.1%

70.5%

38.3%

6505 4754 4789 4788


33

Seafood 海鲜 Most stores had a little progress on Quality of Seafood except #6505. 除 6505外，其它店海鲜的

品质都略有提高。

The satisfaction at Price of Seafood in #4754 is the lowest amongst four stores. 4754 店海鲜价格的满意度是四间店中最低的。


61.7%

87.3%

71.9%

43.3%

50.0%52.7%

29.7%

81.0%

63.6%69.0%

57.1%

13.3%

6505 4754 4789 4788


34

Deli 熟食

The satisfaction at Price of Deli in #4789 has reduced in October. 10 月份 4789 的顾客对熟食价格的满意度下降。


26.3%

44.6%

64.6%

78.9%

55.0%

77.3%

64.1%

53.3%

68.4%

70.5%

65.9%

40.0%

6505 4754 4789 4788


35

Average Score by Store 各店得分

36

Eight Months Review 3 月至 10 月回顾 - 6505

4.003.90 3.92

3.984.08

4.33

4.19

4.03

4.57

4.40

4.554.48

4.87 4.874.81

4.67

4.00

3.40

3.583.67 3.70

4.154.05 4.03

3.90

3.40

4.124.05

4.324.27

4.13

3.20

3.70

3.48 3.52 3.48

3.73

3.90 3.92

4.50

March April May June July August September October

Overal l rat i ng总体评价 Li ghti ng i n the Store店内灯光

Ai r Fl ow and Temperature空气温度 Cl eanl i ness清洁度

I n- store Musi c音乐

• The performance of Overall rating, Lighting in the Store, Air Flow and Temperature and Cleanliness has declined in the past three months. 从 8 月开始，总体评价，店内灯光，空气温度和清洁度方面的评分一直在下降。

• Value for Money and Speed of Check-out has been kept in a high satisfaction level for four months. 物有所值及收银速度 4 个月来一直保持较高满意度。

37


2.802.70 2.72

2.532.72 2.80 2.76 2.78


Check- out Speed 收银速度

3.503.40 3.43

3.67 3.63

3.97

3.59 3.58

3.003.10

2.77

3.33

3.13 3.13 3.19

3.433.50

3.43

3.67

3.403.50

4.20 4.204.12

3.85

4.184.27

4.58

4.03

4.30

4.074.17

4.29

3.95

3.70

3.503.62

3.75

3.58

3.883.97

3.62

3.543.50

4.28

4.124.10

3.92


Di rect i onal Si gns指示标牌 Assortment商品品种

Pri ce价格 Associ ate servi ce员工服务

Shel f di spl ay货架陈列 Val ue f or Money物有所值

38

Rating on the Fresh Department 对鲜食部门的评分 -6505•More and more positive comments on Quality, Assortment and Price of Bakery have been received in the past five months. 过去的 5 个月来， 6505 面包的品质，种类和价格获得越来越多的好评。•The rating on Assortment of Bakery has a little fall than last month. The performance on Quality of Bakery lifted up and reached a highest level over past five months. 面包的种类的评分比上月略有下降，面包品质的业绩上升并达到五个月来最佳状态。


67.0%70.0%

80.7%83.7%

62.0% 63.3%

75.4%

83.7%

47.0%

61.4%

69.4% 69.4%

81.6%

85.7%

53.3%



39

Rating on the Fresh Department 对鲜食部门的评分 -6505•The rating on Freshness and Assortment of Produce witnessed a decline after a continuously growth in the past four months. 果蔬新鲜度及种类的评价在 4 个月的上升之后在本月有所降低。• The satisfaction at Price of Produce has reached the highest level of 60% in the past five months after a decline in September. 在 9 月的下降之后，顾客对果蔬价格的满意度一跃至 60% ，达到 5 个月来的最高水平。


80.0%

75.0%

82.5%

88.9%

82.2%

70.0%

58.3%

70.2%73.3%

60.0%

55.0%

48.2%

37.8%

60.0%

48.3%



40

Rating on the Fresh Department 对鲜食部门的评分 -6505


77.0%

88.9%

77.3%

57.0%

76.2%

61.4%

68.5%

56.1%

70.5%

78.6%

56.7%

51.7%

79.6%

62.0%

56.7%



• More and more customers have negative comments on Quality and Assortment of Meat in the past three months. 过去的 3 个月中，对肉类品质和种类表示不满态度的顾客在不断增加。• The positive comments on Price of Meat suffered a recovery in October. 10 月对鲜肉价格的积极评价又有回升。

41

Rating on the Fresh Department 对鲜食部门的评分 -6505• The rating on Price of Seafood is recovering after a sharp fall in September. 海鲜价格的评分在经历了 9 月的急剧下降后有所回升。• The number of customers who have a well perception on Seafood Assortment has developed gradually. 认为海鲜种类比其它店丰富的顾客一直在逐渐增加。


60.0% 60.0%

83.0%85.4%

81.0%

58.0%

45.8%

64.2% 65.9%69.0%

52.0%

60.4%

34.1%

57.0%

55.0%



42

Rating on the Fresh Department 对鲜食部门的评分 -6505•The rating on Price of Deli has fluctuated a lot in the past five months. 5 个月来，对熟食价格的评分变动很大。•The rating on Taste and Assortment of Deli has gone down a bit compared with September but it has still maintained a satisfactory level. 与 9 月相比，顾客对熟食口味和种类的评分略有降低，但仍旧保持在比较满意的程度。


72.0%

60.0%

84.1%

77.3%

66.7%

81.8%

70.5%

60.0%62.3%

45.5%

65.9%

77.4%

63.0%69.8%

45.0%



43


4.003.90

4.003.95

4.07 4.10 4.07

4.63

4.804.73

4.54

4.75 4.77

4.51

4.75

4.00

3.80 3.82

3.39

3.95

4.17

4.00

4.30

4.074.13

3.85

4.13

3.503.43 3.40

3.46

3.15

3.373.43

3.60

4.07

4.114.10

4.184.15





• The performance of In-store Music has raised up successively in the past four months. 店内音乐的评分4 个月来一直上升。

• Customers have been satisfied with Overall Rating, Lighting in the Store, Air Flow and Temperature and Cleanliness in the past four months. 总体评价，店内灯光，空气温度和清洁度 4 个月来一直令顾客满意。

44


2.802.60 2.67

2.852.70 2.62

2.522.43



3.60

3.303.40

3.29 3.32

3.62

3.23

3.45

2.60

2.30

3.08

2.862.72

3.053.00

3.57

3.25

4.003.90

4.053.93

4.05

3.80 3.823.90

4.003.85

3.95

3.663.50

3.30

3.68

3.383.48

2.97

3.08 3.003.30

3.023.20

3.08

3.954.10

3.65

3.95

3.373.50

3.27





•The performance on Check-out Speed has gotten down continuously in the past five months.

• 收银速度的评分持续 5 个月下降。

45

Rating on the Fresh Department 对鲜食部门的评分 -4754•The percentage of members who provide negative feedback on Quality and Assortment of Bakery has increased in the past four months. 4 个月来，对面包的品质和种类不满意的顾客不断增加。• The score of Price of Bakery is up after a drop in July. 顾客对面包价格的评分在 7 月骤降之后一直持续回升。


90.0%95.0%

88.3%85.2%

78.3%

69.0% 68.3% 68.3%

62.3% 63.3%66.0%

38.3% 37.7%41.7%

30.0%



46

Rating on the Fresh Department 对鲜食部门的评分 -4754•The performance on Price of Produce has been unsatisfactory since July. 4754 在果蔬价格方面的表现从 7 月起一直低靡。• There is only 28.3% of members still agreed that the produce in #4754 was more fresh than other stores in October. 4 个月后，仅余 28.3% 的顾客仍认为 4754 的果蔬比其它超市新鲜。


32.8%28.3%

49.0%

42.6%

50.0%

13.3% 13.1% 15.0%

53.3%

90.0%

55.0%

55.0%

36.7%39.0%

3.3%



47

Rating on the Fresh Department 对鲜食部门的评分 -4754• There is a recovery on Quality, Assortment and Price of Meat in October. 10 月鲜肉的品质，种类和价格的评价略有回升。


98.0%

61.7%

88.3%

63.9% 65.0%63.0%

50.0%

42.6%45.0%

75.0%

50.0%

27.9%

38.3%

58.3%

33.3%



48

Rating on the Fresh Department 对鲜食部门的评分 -4754• The performance on Quality, Assortment and Price of Seafood recoverd in October. 4754 海鲜方面的表现在 10 月略有回升。


93.0%

63.3%

78.3%

47.5%

61.7%

44.0%

36.7%

58.3%

41.0% 43.3%44.0%40.0%

8.2%13.3%16.7%



49

Rating on the Fresh Department 对鲜食部门的评分 -4754• The score on Taste and Assortment of Deli has decreased in the past three months. 熟食口味和种类的评分 3 个月来不断下降。• The performance on Price of Deli has gone up in October. 熟食 10 月的表现上升。


75.0%

81.7%

58.3%

37.0%

30.0%

24.6%

40.0%

55.0%62.3%

85.0%

53.3%

65.6%

41.0%

66.7%

18.3%



50


3.80 3.80

3.96 3.953.85 3.89

3.973.90

5.00

4.77 4.814.88 4.93 4.89

4.82 4.87

4.40

3.80 3.80

3.58

3.883.98

3.894.00

4.60

3.83

4.46

4.23

4.074.14

4.00

3.80

3.40

3.57

3.72

3.42

3.67 3.613.71

4.10


Overal l rat i ng总体评价 Li ght i ng i n the Store店内灯光



• The positive comments on Assortment have increased in the past three months. 顾客对商品品种的评价 3个月来一直上升。

• The satisfaction at Price has decreased continuously since August. 顾客对价格的满意度从 8 月起不断下降。• The performance on Lighting in the Store andCheck-out Speed has stayed at a high satisfactory level over

the last eight months. 4789 店内灯光和收银速度连续 8 个月令顾客非常满意。

51


2.772.87 2.81 2.88

2.75 2.79 2.85 2.87



3.80

3.50 3.56 3.60 3.55

3.773.64

3.81

2.90

2.60

2.872.77 2.75

2.672.79

2.94

3.30

3.57

3.38 3.353.48

3.16

4.40 4.40

4.614.43

4.034.13

3.95

4.20

4.00 3.95

3.70

3.30

3.81

3.633.55

3.87 3.833.70

3.263.30

4.11 3.97

4.083.924.17

4.00





52

Rating on the Fresh Department 对鲜食部门的评分 -4789• Most customers have well perception on Quality and Assortment of Bakery but they are not satisfied with the price. 大部分的顾客对面包的品质和种类颇有好评，但他们对价格不甚满意。• Quality of Bakery is stable over five months. Assortment of Bakery has recovered from a fall in August. 面包的品质 5 个月来一直很稳定，但种类在 8 月下降后又有回升。• The ratin on Price of Bakery has gone down a lot than last month. 面包价格的评分比上月下降许多。


77.0%

86.0%82.1% 80.4%

83.6%

71.0%

62.0%

41.1%

71.4%

21.0%

36.4% 35.7%

25.5%

81.8%

24.0%



53

Rating on the Fresh Department 对鲜食部门的评分 -4789• The performance on Freshness and Assortment of Produce have gotten an outstanding improvement in the past three months but the customers consider the prices of Produce are higher than other stores. 4789 在果蔬的品质和种类上取得显著进步，但顾客认为果蔬的价格比其它超市贵。


63.2%

77.4%

48.3%

74.2%

17.2%

28.1%

17.7%

39.7%

52.0%58.6%

64.9%

50.0%

53.4%

12.0% 20.7%



54

Rating on the Fresh Department 对鲜食部门的评分 -4789• Quality and Price of Meat maintained a significant satisfactory level in the last five months. 肉类的品质和价格连续 5 个月来始终令顾客非常满意。• Customers who agree the assortment of 4789 is richer than other stores has increased greatly from 36.5% to 76.8% in three months. 从 8 月至 10 月，赞同 4789 店鲜肉的种类多于其它超市的顾客的百分比从 36.5%急剧上涨到 76.8% 。


69.0%72.3%

74.5% 73.9%

89.3%

54.0%

46.8%

56.5%

76.8%

54.0%

65.4%

69.6%

76.8%

36.5%

68.1%



55

Rating on the Fresh Department 对鲜食部门的评分 -4789• 4789 made progress successively in Quality of Seafood and has maintained a high satisfactory level on its performance in the past five months. 4789 在海鲜的品质方面不断提高，连续 5 个月保持较高满意度。


69.0%

62.8%

69.4%

80.4%

87.3%

36.4%

24.5%

52.2%

63.6%

50.0%52.7%

30.0%

27.0%

51.0%

34.9%



56

Rating on the Fresh Department 对鲜食部门的评分 -4789• More members value the price of Deli are not cheaper than other stores compared with the last four months. 与以前 4 个月相比，认为熟食价格比其它超市便宜的顾客减少了。• However, more and more customers agree with the good taste and rich assortment of Deli. 但是，认同熟食口味好和种类多的顾客增加了。


78.0%

68.4%65.0%

78.9%

54.4%56.7%

68.4%

31.0%

38.3%

26.3%

67.9%66.0%

41.1%

35.7%

30.4%



57

Four Months Review 7 月至 10 月回顾 - 4788

3.56 3.58

3.91

3.77

4.67

4.82 4.78

4.64

3.39

3.64

3.833.72

3.58

4.064.14

4.38

3.26

3.41

3.523.47

July August September October




• All attributes have slightly gone down in October except Cleanliness.

• 十月份除清洁度外，其它评估项目都略有下降。

58

Four Months Review 7 月至 10 月回顾 - 4788

2.752.88 2.84 2.80



3.09

3.42

3.59

2.71 2.75

3.43

3.90

4.23

4.48

3.71

3.25

3.59

3.81

3.52

3.20

2.813.02

3.22

3.16 3.25

4.29

4.034.08

3.56





• The score of Directional Signs decreased suddenly after a three-month continuous improvement. It implies that members think the directional signs in store are not as clear as before. 顾客对指示标牌的评价突然降低，这意味着顾客认为店内的指示标牌不如以前那么清晰了。

59

Rating on the Fresh Department 对鲜食部门的评分 -4788•The satisfaction at the price at Bakery has recovered after a sharp fall in September. 在 9 月的骤降之后，顾客对面包价格的满意度又回升了。• The feedback on Quality and Assortment of Bakery is getting more and more positive. 顾客对面包品质和种类的评价越来越高。


38.8%

69.4%73.4%

81.5%

44.9%

62.9% 64.1%

70.8%

18.8% 20.6%

35.9%36.1%



60

Rating on the Fresh Department 对鲜食部门的评分 -4788• The rating on Freshness of Produce suffered a decline in October. 10 月果蔬品质的评分有所降低。• More than half customers accept that Assortment of Produce in #4788 is richer than other stores. 超过一半的顾客认同 4788 店果蔬的种类比其它超市丰富。• The satisfaction at Price of Produce has witnessed a down trend from August. 从 8 月起，顾客对果蔬品质的满意度一直呈下降趋势。


65.1%

50.0%

55.7%

41.3%

33.3%

84.4%

61.8%

65.6%

50.9%

54.7%

17.0%

46.9%



61

Rating on the Fresh Department 对鲜食部门的评分 -4788• The performance of Assortment of Meat has kept progress since July. 鲜肉种类的表现从 7 月起一直在不断进步。• More and more members recognize the price of Meat in 4788 is cheaper than other stores. 越来越多的顾客认为 4788 鲜肉的价格低于其它超市。


31.3%

66.1%

78.1% 77.4%

31.3%

51.6%

63.5%

27.1%

71.9%

62.5%

62.5%

63.9%



62

Rating on the Fresh Department 对鲜食部门的评分 -4788•More and more customers realized the improvement on Quality of Seafood but they think the prices are in up trends at the same time. 越来越多的顾客认识到海鲜的品质在不断提高，但同时他们认为海鲜的价格呈上涨趋势。• The perception of rich assortment is waving around 50% in the past four months. 认为海鲜品种繁多的评价在 50% 上下波动。


30.6%

59.7%

68.3%71.9%

54.7%

50.0%

29.7%

39.3%

44.9%

29.2%31.3%

41.9%



63

Rating on the Fresh Department 对鲜食部门的评分 -4788•Taste of Deli, Assortment of Deli and Price of Deli has been improved in the past four months.

熟食的品质 , 品种和价格 4 个月来不断提高。


35.4%

22.9%

44.6%

64.6%

45.0%

56.3% 64.1%

45.2%42.9% 45.3%

42.2%39.3%



64

Improvement Comments 改进意见

65

Members Expectations 顾客的期望In summary, the members expect us to:.

总结各店的资料，顾客希望我们对以下这些方面进行改善：

Provide Comfortable Environment 提供舒适的购物环境 [ Count: 41] improve in-store noisy environment / background music 改善店内嘈杂的状况 /背景音乐 [Count: 18]

clear directional signs and price labels 清晰的指示标牌和价格标签 [Count: 17] suitable air flow and temperature 适宜的空气和温度 [Count: 6]

Apparel 服装 [ Count: 204] more variety /brand. 更多款式 / 品牌 [ Count: 81]

more fashionable / trended. 更时尚 [ Count: 44]

price should be lower. 价格更便宜 [ Count: 17]

more apparel for elder. 增加老年人服装 /鞋帽 [ Count: 13]

increase the range of shoes增加鞋类品种 [ Count: 13]

the item should be in higher class. 档次应该提高 [ Count: 12]

more apparel for Youth. 增加年轻人服装 [ Count: 11]

more complete assortment of hats 增加帽子品种 [ Count: 7]

Wilder range for children’s wear. 增加儿童服装品种 [ Count: 6]

66

Customers Expectations 顾客的期望 More complete Assortment 增加商品品种 [ Count: 176]

increase general assortment 增加总体种类 [Count: 66]

increase the range of daily supply 增加日用品种类 [Count: 22]

increase the range of food and drinks 增加食品和饮料 [Count: 12]

increase the range of meat/sea food 增加鲜肉和海鲜种类 [Count: 11]

increase the range of deli and fast food 增加熟食品种和快餐种类 [Count: 9]

increase the range of produce 增加果蔬蔬菜的种类 [Count: 9]

increase the range of grocery 增加干货的种类 [Count: 9]

increase the assortment of imported product 增加进口商品种类 [Count: 8]

increase the range of baby product 增加婴儿商品种类 [Count: 8]

increase the range of small commodities 增加小商品种类 [Count: 8]

increase the range of condiments 增加调味品种类 [Count: 7]

increase candy and snack assortment 增加糖果小吃种类 [Count: 7] Improve Freshness Of Fresh 鲜食的新鲜程度 [ Count: 63]

improve freshness of produce 果蔬更新鲜 [Count: 27]

improve freshness of deli 熟食更新鲜 [Count: 24 ]

improve freshness of meat 鲜肉更新鲜 [Count: 12]

67

Lower Price 更低的价格 [ Count: 127] lower price in general 总体价格更便宜 [Count: 72]

lower price on fruit 果蔬更低价 [Count: 22]

maintain the stable price 保持价格稳定 [Count: 15]

lower price on meat /sea food 鲜肉 / 海鲜更低价 [Count: 12]

lower price on deli 熟食更低价 [Count: 6]

Customers Expectations 顾客的期望

More Facilities 更多的配套设施 [ Count: 20]

provide more places for rest 有更多的休息场所 [Count:10]

provide weighdesk 增加称重台 [Count: 6]

improve the facilities in stores 改善店内设施 [Count: 4]

Improve Quality Of Merchandise提高商品质量 [ Count: 69] improve quality of produce 提高果蔬质量 [Count: 27]

improve quality/taste of deli 提高熟食口味质量 [Count: 24]

improve quality of fresh meat 提高鲜肉质量 [Count: 12]

improve the quality of telecommunication products 提高通讯产品质量 [ Count: 6]

68

Customers Expectations 顾客的期望

Other aspects 其它 [ Count: 98] the package should be smaller 包装应该小一点 [Count: 93]

improve the out-of-stock situation 改善缺货现象 [Count: 5]

Improve Service 提高服务质量 [Count: 64] the staff should be more hospitable and considerate. 员工应该更热情周到 [Count: 19]

improve the associate service of the promoters 改善改进促销员服务态度和质量 [Count: 14]

Should be easy to find associates help when I need. 在需要帮助时容易找到员工帮忙 [Count: 7]

improve delivery service 改善送货服务 [Count: 7]

Do not change the location of goods often 商品的位置不要经常更换 [Count: 6]

pack different assortment together 把不同的品种的商品包装在一起 [Count: 6]

improve the professional of staff 加强员工专业知识和技能 [Count: 5]

Documents

Operations Unit Survey 营运调查 October 2007 2007 年 10 月