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  1. Surveys
  2. 2010
  3. February
  4. B
  5. Burlington Coat Factory Internal
 
 
Thank you for taking the time to share your opinions. This survey should take no more than 15 minutes to complete. We thank you again for providing your valuable insight.
 
 
 
* What is your function within the organization?
 
Field – District Manager
 
Field – Regional VP/Operational Compliance Director
 
Field – Store Manager
 
Corporate – Store Support/Real Estate
 
Corporate – GMM, DMM or Buyer
 
Corporate – Assistant Buyer
 
Corporate Planning and Allocation
 
Other
 
 
 
 
* How long have you been with the company?
 
Less than one year
 
1-4 years
 
5-10 years
 
11-20 years
 
More than 20 years
 
 
 
* If you are responsible for a specific geographic region, please indicate the region in which you have responsibility.
 
New England
 
Mid-Atlantic
 
Southeast
 
Midwest
 
Southwest
 
West
 
Multiple regions
 
Not applicable
 
 
 
* How would you describe Burlington Coat Factory in one sentence?
   
 
 
 
* What is your view of Burlington Coat Factory’s overall position in the marketplace?

Please use the following 10 point scale where 1 would mean we are exactly like national department stores such as Kohl’s and JCPenney,10 would mean we are exactly like off-price retailers such as TJ Maxx, Marshall’s, and Ross and all other points put us somewhere in between.
National department store
1


2


3


4


5


6


7


8


9 		Off-price retailer

10
 
 
 
* On the same scale, where do you think Burlington Coat Factory needs to be in order to be most successful?
National department store
1


2


3


4


5


6


7


8


9 		Off-price retailer

10
 
 
 
* Who is Burlington Coat Factory’s most direct competitor today?
 
Marshall’s
 
TJ Maxx
 
Kohl’s
 
JCPenney
 
Macy’s
 
Ross
 
Other
 
 
 
 
* What do you feel are the TOP 3 strengths of Burlington Coat Factory today?
 
Significant values versus full-price stores
 
Current fashions and styles (including some known brands)
 
Leadership in coats and outerwear
 
Broad selection of categories for the entire family
 
The size of our typical store and the amount of merchandise it contains
 
The quality and amount of our advertising and brand communications
 
Available and helpful store personnel to assist customers
 
Brands consumers know
 
A clean and well-organized store environment
 
The degree to which consumers know what to expect from us
 
The convenience of our store locations
 
Other
 

 
 
 
* What do you feel are the TOP 3 weaknesses of Burlington Coat Factory today?
 
Over-reliance on coats and outerwear
 
Lack of current fashions and styles
 
Too much of an “urban” skew to product assortment
 
A cluttered store environment
 
The size of the store makes it difficult to find what one is looking for
 
Too few store personnel available to assist customers
 
Many consumers do not know what we sell or what we stand for
 
Not enough brands consumers know
 
Store locations are inconvenient or only accessible to a narrow customer type
 
Too little of an “urban” skew to product assortment
 
Price disadvantage versus other off-price retailers
 
Other
 

 
 
 
* Excluding coats and outerwear, what do you feel are the 3 MOST effective product categories at Burlington Coat Factory today in terms of serving customer needs?
 
Youth apparel and accessories (including shoes)
 
Men’s casual clothing
 
Accessories (including handbags)
 
Ladies Shoes
 
Baby depot (hard and soft goods)
 
Ladies casual and career clothing
 
Home décor products
 
Men’s tailored clothing

 
 
 
* Excluding coats and outerwear, what do you feel are the 3 LEAST effective product categories at Burlington Coat Factory today in terms of serving customer needs?
 
Baby depot (hard and soft goods)
 
Ladies casual and career clothing
 
Accessories (including handbags)
 
Men’s casual clothing
 
Men’s tailored clothing
 
Home décor products
 
Ladies Shoes
 
Youth apparel and accessories (including shoes)

 
 
 
* How would you describe the customers that currently shop Burlington Coat Factory stores?
 
A broad mix of customer types including different ages, income levels, and ethnicities
 
A mix of a few different, but very well defined, customer types
 
No mix at all – one specific customer type
 
 
 
For each of the following attributes, please estimate the percentage of current Burlington Coat Factory customers in each category based on your experience or perception.
 
 
* Income
Upper income
%
Somewhat upper income
%
Middle income
%
Somewhat lower income
%
Low income
%
0
Values must add up to 100
 
 
 
* Ethnicity
Caucasian
%
African American
%
Latino
%
Asian
%
Other
%
0
Values must add up to 100
 
 
 
* Style
Urban
%
Classic
%
Fashion Forward (non-urban)
%
Mainstream Trendy
%
0
Values must add up to 100
 
 
 
* Area Where They Live
City
%
Suburban
%
Rural
%
0
Values must add up to 100
 
 
 
Now, please estimate the breakdown of the current Burlington Coat Factory customers on the following attributes in each specific merchandise department.
 
 
 
Menswear (not including outerwear)
 
 
* Ethnicity
Caucasian
African American
Latino
Asian
Other
0
Values must add up to 100
 
 
* Style
Urban
Classic
Mainstream Trendy
Fashion Forward (non-urban)
0
Values must add up to 100
 
 
 
Ladies Clothing and Accessories (excluding coats)
 
 
* Ethnicity
Caucasian
African American
Latino
Asian
Other
0
Values must add up to 100
 
 
* Style
Urban
Classic
Mainstream Trendy
Fashion Forward (non-urban)
0
Values must add up to 100
 
 
 
Shoes (entire family)
 
 
* Ethnicity
Caucasian
African American
Latino
Asian
Other
0
Values must add up to 100
 
 
* Style
Urban
Classic
Mainstream Trendy
Fashion Forward (non-urban)
0
Values must add up to 100
 
 
 
Girls Youth Clothing (excluding coats)
 
 
* Ethnicity
Caucasian
African American
Latino
Asian
Other
0
Values must add up to 100
 
 
* Style
Urban
Classic
Mainstream Trendy
Fashion Forward (non-urban)
0
Values must add up to 100
 
 
 
Boys Youth Clothing (excluding coats)
 
 
* Ethnicity
Caucasian
African American
Latino
Asian
Other
0
Values must add up to 100
 
 
* Style
Urban
Classic
Mainstream Trendy
Fashion Forward (non-urban)
0
Values must add up to 100
 
 
 
Coats and Outerwear
 
 
* Ethnicity
Caucasian
African American
Latino
Asian
Other
0
Values must add up to 100
 
 
* Style
Urban
Classic
Mainstream Trendy
Fashion Forward (non-urban)
0
Values must add up to 100
 
 
 
Baby Depot (hard and soft goods)
 
 
* Ethnicity
Caucasian
African American
Latino
Asian
Other
0
Values must add up to 100
 
 
 
Home
 
 
* Ethnicity
Caucasian
African American
Latino
Asian
Other
0
Values must add up to 100
 
 
 
* What do you believe are the TOP 3 things that the typical Burlington Coat Factory customer wants from their shopping experience?
 
A large store than can be a one-stop shop for all of their needs
 
Significant values versus full-price stores
 
Current fashions and styles (including some known brands)
 
Brands consumers know
 
Convenient store locations
 
Available and helpful store personnel to assist customers
 
A clean and well-organized store environment
 
Broad selection of categories for the entire family
 
Leadership in coats and outerwear
 
Other
 

 
 
 
* Which of the following retailers most effectively delivers the things that are most important to our customer?
 
Kohl’s
 
TJ Maxx
 
Burlington Coat Factory
 
Macy’s
 
JCPenney
 
Marshall’s
 
Ross
 
Other
 
 
 
Please rank each of the following attributes on a 1-10 scale based on how important they are to a retailer’s brand image – 10 is very important.
Not at all important
1

2

3

4

5

6

7

8

9 		Very important
10
* Wide range of sizes
* Checkout process is quick and efficient
* Consumer-friendly return policy
* Clean and available fitting rooms
* Wide aisles
* Store has rewards program
* Cleanliness of restrooms
 
 
Please rank each of the following attributes on a 1-10 scale based on how satisfied consumers are with Burlington Coat Factory – 10 is very satisfied.
Very dissatisfied
1

2

3

4

5

6

7

8

9 		Very satisfied
10
* Checkout process is quick and efficient
* Clean and available fitting rooms
* Wide range of sizes
* Wide aisles
* Cleanliness of restrooms
* Consumer-friendly return policy
* Store has rewards program
 
 
 
To provide the greatest potential for the company, what would be the IDEAL breakdown of our customer base in the following areas?
 
 
* Primary Category Shopped
Baby Depot
%
Men’s Casual, Young Men’s, Men’s Tailored
%
Ladies Clothing and Shoes
%
Youth and Youth Coats
%
Accessories/Handbags
%
Coats and Outerwear
%
Home
%
0
Values must add up to 100
 
 
* Style
Classic
%
Mainstream Trendy
%
Fashion Forward (non-urban)
%
Urban
%
0
Values must add up to 100
 
 
 
* What changes should the company make in order to get to this ideal breakdown? (Could include any area such as merchandise, stores, marketing and beyond)
   
 
 
 
* With which of the following statements do you most agree when it comes to the store environment?
 
Our stores should look more like fashion stores – with feature racks organized by brands, collections and fashion statements
 
Our stores should look more like warehouses – neat and orderly with fewer feature racks and more sized racks
 
 
 
* With which of the following statements do you most agree when it comes to the company’s real estate strategy?
 
We should open more stores in less affluent locations
 
We should open more stores in affluent locations
 
 
 
Each part of the “Burlington Coat Factory” name may have both strengths and weaknesses; for each, please indicate whether you believe the overall effect is positive or negative in terms of how the consumer perceives the store.
 
 
* Burlington
Very negative
1 		Somewhat negative
2 		Neutral
3 		Somewhat positive
4 		Very positive
5
 
 
 
* Why, specifically, do you believe ‘Burlington’ has this effect?
   
 
 
* Coat
Very negative
1 		Somewhat negative
2 		Neutral
3 		Somewhat positive
4 		Very positive
5
 
 
 
* Why, specifically, do you believe ‘Coat’ has this effect?
   
 
 
* Factory
Very negative
1 		Somewhat negative
2 		Neutral
3 		Somewhat positive
4 		Very positive
5
 
 
 
* Why, specifically, do you believe ‘Factory’ has this effect?
   
 
 
 
* If the future of the name were up to you, would you…?
 
Keep it as is
 
Make it “Burlington” or “Burlington’s”
 
Make it “Burlington ___________”
 
Completely new name
 
Other
 
 
 
 
* Thinking about the business as a whole, if you were the company’s CEO, what would you be doing to make Burlington Coat Factory as successful as possible?
   
 
 
 
Please supply your store number in the space below.

Please note: This will solely be used as an analytical tool, to assess such things as geographic differences in responses, as well as to inventory participation. As noted, results will be reported in aggregate, with no names or store numbers attached. Results will remain anonymous.

   
 
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