A blog series on Shopper Marketing By Cyndi Pyburn The public’s insatiable appetite for technology...
Strengthening Customer Experience
Using in-situ qualitative techniques to improve the retail environment
Situation: Our retail client needed to refresh their brand and show its relevance to younger consumers who might not be familiar with the brand. The brand recognized that their sales team had a lot of potential that wasn’t being optimized. Inefficiencies in team structure and sales strategies were holding them back and action was necessary in order to elevate their sales activities and increase revenue.
Tactics: As part of the restage, two new retail prototypes were developed and they needed to assess the experience before national rollout. Using in-store customer interviews, staff interviews and observation, we identified the strongest retail prototype and opportunities to strengthen the customer shopping experience. Recommendations were made to improve layout, signage and staff training.
Impact:This retailer has since redesigned most of its locations resulting in an 8% increase in year over year sales.