Dunham's Sports. Evaluation Date and Evaluation Time: A Successfully Completed Evaluation Includes the Following:

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1 Dunham's Sports Assignment : BA : Store : Evaluation Date: (MM/DD/YYYY) Evaluation Start Time: (HH:MM AM/PM) : AM PM Introduction: To successfully complete this evaluation, it is necessary to read these Client Objectives carefully. Each section of the questionnaire will have specific instruction on how to execute, approach, or fulfill the Client Objectives properly. This is exactly how this information will appear in your Guidelines AND on your Online Evaluation form. Client Objective: The Client Objective of this evaluation is to ensure the Dunham's Associate are compliant and providing accurate information to customers and that they follow Dunham's established non-negotiable standards. Evaluation: Complete the evaluation during the exact dates listed under the When to Shop section of your Evaluation Sheet and Evaluation Details page of the website. You may choose any date within this time frame to complete the evaluation. If you need a date change, contact us immediately. Evaluation Date and Evaluation Time: This indicates the date you entered the store. This indicates the time you arrived at the location. A Successfully Completed Evaluation Includes the Following: Visiting a Dunham's location and evaluating TWO departments along with making ANY purchase. o For the TWO Departments: You will need to interact with a Sales Floor & Hunting Department Associates. For the Sales Floor you may choose from these departments: Apparel, Fishing, Camping, General Athletics, Exercise, Golf, or Footwear. For the Hunting Department you are required to inquire about purchasing a firearm for a friend that Dunham's carries in their stores such as a Smith and Wesson Rifle/Shotgun. If you are unsure of the brands or models Dunham s carries, please refer to their website. You may not o inquire about black powder firearms or any other firearm that is not federally regulated. Observing the cashier area and making a small purchase. Any amount even under $1 is acceptable. Obtaining your receipt. Writing a DETAILED narrative of your interactions. Completing the online questionnaire and submitting the results as outlined in the SEC Standard Requirement Document located in your Cyber Briefcase. Uploading or ing all required collateral (sales receipt) for verification purposes. PLEASE NOTE: All Dunham's Sports stores are equipped with CCTV Digital Recording Systems. The information presented in Mystery Shop Reports is required to be viewed by Management for training purposes. If information on the report is verified through video evidence as having been misrepresented or fictitious, you will not be compensated for the assignment and you will be restricted from conducting any additional Mystery Shops for Dunham's Sports. General 1. Time entered store: te: Indicate time as HH:MM AM or PM. 2. Time exited store: te please indicate HH:MM AM or PM. 3. Location Address from receipt: Enter location address EXACTLY as it appears on your purchase receipt. DUNHAM S GUIDELINES 2016 Page 1

2 4. Description of nearby business/landmarks: te nearby businesses, landmarks, etc. before entering the store. (For example, Between McDonald s and Burger King or On corner of State and High across from Target, etc.) 5. Store number from receipt: Enter Store number EXACTLY as it appears on your purchase receipt. See Guidelines for receipt example. 6. Register number from receipt: Enter register number EXACTLY as it appears on your purchase receipt. See Guidelines for receipt example. 7. Transaction number from receipt: Enter transaction number EXACTLY as it appears on your purchase receipt. See Guidelines for receipt example. 8. Cashier number from receipt: Enter cashier number EXACTLY as it appears on your purchase receipt. See Guidelines for receipt example. 9. Purchase Amount: Enter purchase amount in $00.00 format. 10. Purchase receipt: Click on plus(+) sign below to upload your receipt. The media content. Click on browse button to locate your receipt and then click on upload button: Upload Sales Floor Interact with any Dunham's Associate in any of the following department; and ask any question about the merchandise to engage the Associate: Choose One Department Apparel Camping Fishing Footwear General Athletics Exercise Golf The client wants to know if the associate provides appropriate assistance after you ask him/her a question about the merchandise from that department. For example the associate may answer your question or he/she may bring you to the merchandise you are inquiring about. Ask any question regarding merchandise from the particular department in order to determine his/her willingness to assist. Sales floor associates are not required to approach customers; therefore if you are not approached, you are required to approach an associate and ask them a question. Associate Name or if not wearing a lanyard Department: Select a. Associate Gender Male Female b. Associate Race - Ethnicity Caucasian African American Asian Hispanic European Middle Eastern Native or Alaskan American Pacific Islander DUNHAM S GUIDELINES 2016 Page 2

3 c. Associate Height 4'0" - 4'6" 4'7" - 4'11" 5'0" - 5'6" 5'7" - 5'11" 6'0" - 6'6" Over 6'6" d. Associate Age Over e. Associate Hair Color Blond Brunette Black Red Grey Hair f. Associate Hair Type Short Medium Long Curly Straight Hair g. Associate Characteristics Glasses Piercings Tattoos Mustache Beard Goatee 11. Number of customers: (##) Number of Customers in this department. Please include yourself in the count. 12. Number of associates: (##) Number of associates present when you FIRST ARRIVED in this department. Enter 0 if: -an associate walks with you to this department -or- -no one was present when you entered this department 13. Was the associate wearing a lanyard that had his/her name on it? 14. Was the associate wearing neat and clean attire? All clothing must be clean and neat in appearance, and it must be in good condition. It is not acceptable for an associate to wear shorts or torn jeans. Why?. Jeans were torn Wearing shorts Clothing wrinkled/unkempt Clothing not clean 15. What were all associates doing when customer FIRST ENTERED the chosen department? Select all that apply. one was present in the department when I entered An associate walked with me to the department Assisting customer(s) Performing work related duties Chatting among associates DUNHAM S GUIDELINES 2016 Page 3

4 not On sales floor unable to identify if associate was working with a customer or 16. Were you acknowledged verbally or nonverbally by the associate that assists you in this department? If no associates are present you may have to go and find an associate from another department. If 'yes', acknowledgement can include: Verbally, smiled, head nod, or eye contact. If 'no', indicate if the Associate did any of the following: ignored, was assisting other customers, performing other work related duties, on phone, or chatting among other associates. Verbally Smiled d of head Eye contact Ignored customer Assisting customers Performing work related duties Chatting among associates On phone 17. When interacting with an associate, did they offer assistance? 18. Did an associate provide you with basic product knowledge? Product knowledge includes the associate discussing: features, benefits, value, advantages, and/or basic knowledge. This question has to do with information received from an associate. If the associate is new and requests assistance from another associate, answer this question based on what information was provided to you and then explain in the comment section below. What was discussed?. Features Benefits Value Advantages Basic Knowledge Sales Floor Overall Comments: Do t Exceed 2300 Characters. If you Believe your comments may exceed this limit, you must modify them. DUNHAM S GUIDELINES 2016 Page 4

5 Hunting Department The Hunting/Firearms Department is concerning compliance. Dunham's policies does not allow for the purchase of a firearm when the person buying the firearm indicates it is being purchased as a gift for a NON-RELATIVE. Therefore, you are to ask about purchasing for a friend OR business associate to see if the associate is providing the appropriate response. Following is the correct response the associate should give, as well as the response that should not be given: Correct Response - The associate should state that due to Dunham s rules and regulations he/she cannot sell you a firearm if you are purchasing it for anyone other than yourself. Incorrect Response - The associate coaches (instructs) you to return on another day and work with another associate who was not aware of the reasoning for the purchase. For example; the associate may state; It s too bad you told me you were buying the rifle for a friend, but if you come back tomorrow when I am not on duty you will be able to get one. Just don t mention that you are purchasing it for someone other than yourself. In the event an associate states or acts like he/she will sell you the firearm on the spot; you are to continue to act as if you want to purchase the firearm (state that you will buy the firearm). At this time you should be handed a yellow 4473 form. You are to look at the form, then inquire as to how you should fill it out. At this point, whether the associate answers your question or terminates the possible sale, you are to make up an excuse that you have to leave and come back because you left your wallet in the car/at home, left you I.D./Driver s License in the car, etc. If this situation occurs, you must also provide DETAILED COMMENTS on the evaluation form. You MUST obtain the name of the Hunting Department/Firearms associate. You are to explain to the associate that you are interested in purchasing a rifle/shotgun as a gift for a friend or business associate. NEVER state that this gift is for a family member nor make any mention of a family member (i.e., This gun is a gift for my son s friend is an unacceptable comment.) as this will not prompt the correct response from the Dunham's Associate. If asked, the individual you are purchasing the rifle for is 18 years of age or older. You must provide DETAILED COMMENTS pertaining to this interaction on the evaluation form. The Dunham's Associate is required to see your driver's license and maintain it if/when showing you a gun. is allowed only if there is no Hunting Department. This information will be verified with the client. Hunting General Associate name is required. Associate NAME: h. Associate Gender Male Female i. Associate Race - Ethnicity Caucasian African American Asian Hispanic European Middle Eastern Native or Alaskan American Pacific Islander DUNHAM S GUIDELINES 2016 Page 5

6 j. Associate Height 4'0" - 4'6" 4'7" - 4'11" 5'0" - 5'6" 5'7" - 5'11 6'0" - 6'6" Over 6'6" k. Associate Age Over 70 l. Associate Hair Color Blond Brunette Black Red Grey Hair m. Associate Hair Type Short Medium Long Curly Straight Hair n. Associate Characteristics Glasses Piercings Tattoos Mustache Beard Goatee 19. Number of customers: (##) Number of Customers in the hunting department. Please include yourself in the count. 20. Number of associates: (##) Number of associates present when you FIRST ARRIVED in the hunting department. Enter 0 if: -an associate walks with you to the hunting department -or- -no one was present when you entered the hunting department 21. Was the associate wearing a lanyard with his/her name on it? Select if : -you interacted with this associate in another department and he/she is not wearing a lanyard -or- -it is the same associate that helped you in another department AND question 13 is no 22. Was the associate wearing neat and clean attire? All clothing must be clean and neat in appearance, and it must be in good condition. It is not acceptable for an associate to wear shorts or torn jeans. Why? Jeans were torn Wearing shorts Clothing wrinkled/unkempt Clothing not clean 23. What were all associates doing when customer entered the hunting department? Select all that apply. one was present in the department when I entered An associate walked with me to the department DUNHAM S GUIDELINES 2016 Page 6

7 Assisting customer(s) Performing work related duties Chatting among associates On sales floor unable to identify if associate was working with a customer or not 24. Were you acknowledged verbally or non-verbally by the associate that assists you in THE HUNTING DEPARTMENT? Select if: -no associate was present when you entered the department -or- -you indicated 0 for question #20 or- -an associate walks with you to the department or- -it is the same associate that assisted you in another department -or- -it is the same associate as in #16 If no associates are present you may have to go and find an associate from another department. If 'yes', acknowledgement can include: Verbally, smiled, head nod, or eye contact. If 'no', indicate if the Associate did any of the following: ignored, was assisting other customers, performing other work related duties, on phone, or chatting among other associates. Verbally Smiled d of head Eye contact Ignored customer Assisting customers Performing work related duties Chatting among associates On phone 25. When interacting with an associate, did they offer assistance? If you are not, you must approach associate and request assistance. Hunting Display 26. Were firearms in a secure case or by cable? Hunting Compliance For Compliance It is extremely important to note whether or not the associate was going to allow the purchase of the firearm when you stated it was a gift for a friend or business associate. Also note if he/she coached you in way (i.e.; return at a different time or day to purchase the firearm). DUNHAM S GUIDELINES 2016 Page 7

8 27. Did you make it clear you were purchasing the firearm for a friend or business associate? You MUST state the fire arm is for a FRIEND OR BUSINESS ASSOCIATE, NOT A RELATIVE. If you stated for a relative DO NOT SUBMIT your report as it will automatically be rejected. 28. Did the associate ask to see your driver s license prior to showing you a firearm? Select if they did not show you a firearm. 29. If you were shown a firearm, was your driver s license maintained by the associate? Select if they did not show you a firearm. 30. Is it possible that the associate was going to allow you to purchase a firearm for a friend or business associate? 31. Did the associate negatively coach you in any way on how to purchase a firearm for a friend or business associate? Required Hunting Dept Comments: Explain all responses (specifically if no lanyard etc.). Do t Exceed 2300 Characters. If you Believe your comments may exceed this limit, you must modify them. Overall Perception * Please note, 10 = Above expectations 5= Met expectations 1= Below expectations * It is important to the client to know how their customers rate their service. * This section of the form will allow for you to record your Overall Perception of your visit to the Dunham s store. * Narrative comments must not contradict any previous answers provided. Customer Service Perception 32. How would you rate your associate's product knowledge? Knowledgeable about products? Able to discuss features/benefits? If not, were they able to find another associate to assist the customer? 33. How would you rate your associate's overall selling skills? Ability to listen and be attentive? Ask questions to determine needs? General Customer Service? 34. How would you rate your associate's professional representation of Dunham's? Was the associate enthusiastic, friendly, upbeat, comfortable speaking with and assisting you? 35. Were you treated as a valued customer by the associates who interacted with you? Is there the sense they want you to leave Dunham's satisfied and to come back as a long-term customer? DUNHAM S GUIDELINES 2016 Page 8

9 Brand Marketing Perception 36. How would you rate the overall value/competitive prices at this Dunham's location? Did you think you were getting a good deal and/or a better price then if you shopped somewhere else? 37. How would you rate the quality of products offered? 38. How would you rate the overall product availability/overall product assortment at this Dunham's location? 39. How would you rate the overall ease of shopping at this Dunham's location? Were items easy to find? Was the store layout, product flow conducive to shopping the store? 40. How would you rate the overall effectiveness of signage and displays at this Dunham's location? Did signage and displays promote a value image? 41. How would you rate your overall impression of this Dunham's location? Was the store clean, neat and organized? 42. How would you rate the convenience of this store location? Was the store easy to find and conveniently located? 43. How would you rate your awareness of the Dunham's brand? Were you aware of Dunham's stores before being asked to perform an evaluation of this location? 44. How would you rate your awareness of this particular Dunham's location? Were you aware of this store before being asked to perform an evaluation at this location? 45. How likely would you be to shop this store again for your sporting good needs? this question if you would not shop this location due to it being too far of a drive or if another location is closer to you. 46. How likely would you be to recommend this store to your family and friends? Comments regarding Customer Service OR Brand Marketing are REQUIRED FOR ANY SCORE OF 4 or BELOW. Do t Exceed 2300 Characters. If you Believe your comments may exceed this limit, you must modify them. Check Out A small purchase is required (candy, gum, etc. are sold at all Dunham s stores. You will not be reimbursed separately for this purchase. You must enter an open lane with the least number of customers waiting; note the total number of registers in the store, as well as how many of these registers are open with a cashier. Also, please approximate the number of customers waiting in line at all registers. In the event 4 or more customers are on a single line, it is important to note if the cashier asks for assistance. DUNHAM S GUIDELINES 2016 Page 9

10 47. Total # of cash registers: (##) 48. Total # of open registers: (##) 49. Total # of customers waiting in all lines? (###) Please include yourself in the count. 50. If there were more than 4 customers in line, did the cashier ask another cashier to open her register? If every register in the store is open, you must select 51. Did the cashier ask for your address, or telephone number in order to send you valuable coupons; OR ask if you were a member of Dunham's Rewards (Dunham's online loyalty program)? Check Out Overall Comments: Do t Exceed 2300 Characters. If you Believe your comments may exceed this limit, you must modify them. Overall Survey Comments (Optional) Please provide comments on any experience not detailed above. QA Rating FOR SEC USE ONLY: 1. Did the Brand Agent follow the scenario? Brand Agent followed all aspects of the scenario without deviation or coaching from staff. staff. Brand Agent followed all aspects of the scenario without deviation but required assistance from Brand Agent made a few mistakes with the scenario, first time with this assignment. Brand Agent made a few mistakes with the scenario, this is not the first time. 2. Did the Brand Agent write in complete sentences, use proper grammar and provide sufficient/concise commentary? Brand Agent wrote in complete sentences, used proper grammar and provided sufficient/concise commentary. Brand Agent had minimal grammatical and commentary issues. DUNHAM S GUIDELINES 2016 Page 10

11 Brand Agent did not provide sufficient/concise commentary, was able to obtain from the BA easily, if necessary. Brand Agent did not provide sufficient/concise commentary, had to ask for clarity/additional commentary repeatedly. 3. Did the Brand Agent meet the deadline for the assignment? Brand Agent filled out report within 24 hours of shop date/time. Brand Agent filled out report within the "When to Shop" dates but not within 24 hours of the shop date/time. Brand Agent asked for an extension in order to enter their report. Brand Agent allowed the report to go into rejection. 4. Did the Brand Agent follow the Guidelines and Instructions (other than scenario, collateral, comments)? Brand Agent followed all aspects of the Guidelines and Instructions without deviation or coaching from staff. Brand Agent followed all aspects of the Guidelines and Instructions without deviation but required assistance from staff. Brand Agent made a few mistakes with the Guidelines and Instructions, first time with this assignment. Brand Agent made a few mistakes with the Guidelines and Instructions, this is not the first time. 5. Did the Brand Agent upload all required collateral properly? Brand Agent uploaded all required collateral properly. Brand Agent faxed the proper collateral within the proper timeframes to SEC. Brand Agent did not provide all required collateral or did not provide properly, was able to obtain easily, if necessary. Brand Agent did not provide required collateral, had to request it repeatedly. DUNHAM S GUIDELINES 2016 Page 11