Zhuangzhou Wangfengjing Department Store - Consumer Research on Zhuangzhou Wangfengjing Customers
Company overview
Zhuangzhou Wangfengjing Department Store Co., Ltd. officially established in April 2010 in Zhanjiang, Hunan Province, and is a subsidiary of the renowned retail group Wangfengjing Group. Located in the core area of the Zhuzhou City Center Square commercial district, the property enjoys an excellent geographical location and convenient transportation, serving as one of the key landmarks in the region. The mall spans 32,000 square meters, covering from the basement level one to the sixth floor above ground, integrating diverse retail segments including apparel, cosmetics, home goods, food, and entertainment. It aims to create a one-stop urban lifestyle center combining shopping, leisure, dining, and entertainment. Since its opening, Zhuangzhou Wangfengjing Department Store has continuously enhanced its brand portfolio and service standards, actively responding to evolving market demands, with the goal of establishing itself as a new landmark for local fashion consumption.
Research background
As consumer shopping demands continue to evolve, traditional department store retailing faces intense market competition and consumer diversion pressures. Zhuangzhou Wangfengjing Department Store aims to gain a deeper understanding of consumers' authentic experiences and preferences during the shopping process, uncovering the underlying motivations and pain points behind shopping behavior. This will enable precise optimization in service design, retail mix, customer flow layout, and marketing strategies. To clarify the structure of core consumer segments, shopping frequency, consumption psychology, and service feedback, the company has decided to conduct a quantitative research study using professional survey methods, providing decision support for future operational improvements.
Research scope
In October 2015, CEIDEA Research was commissioned by Zhuangzhou Wangfengjing Department Store Co., Ltd. to conduct on-site intercept surveys with in-store consumers, using random sampling to collect sample data. The research primarily covers four key areas: first, basic consumer profiles (including gender, age, occupation, income level, and residential area); second, past shopping behavior and frequency (visit frequency, average spending, and primary consumption categories); third, perceived shopping experience (including environmental comfort, salesperson service, product display, checkout process, and ease of return/refund); and fourth, improvement suggestions and preference directions (such as desired brand introductions, types of value-added services, and membership benefits). Survey samples were collected on both weekdays and weekends, across different floors and major entrances and exits, ensuring the representativeness and breadth of the data.
Expected outcomes
This consumer research will provide Zhuangzhou Wangfengjing Department Store with authentic and detailed data on consumer behavior and service experience feedback, clearly identifying key customer segments and their consumption characteristics, and pinpointing issues and concerns encountered during the shopping journey. Through data analysis, the research report will offer targeted recommendations in areas such as consumer segmentation, experience flow optimization, sales staff training, membership management, and precision marketing strategies. These insights will support Zhuangzhou Wangfengjing in enhancing overall service quality, strengthening customer loyalty, expanding foot traffic, and improving floor utilization efficiency, ultimately helping the store maintain a competitive edge in regional commercial markets.
Scan to add our research consultant