interview and observe | analyze and derive | develop and implement

Analysis and development of physical customer experience


Almost all areas of a retail company have an impact on the brick and mortar customer experience. The cooperation of the Product Management, Marketing, Merchandise Management, Supply Chain, Visual Merchandising and the coordination of the different sales channels form the basis of a successful In-Store Customer Experience (ICX).


ICX is not measurable with classical methods!

Neither KPIs - no matter whether frequency, purchase rate, turnover/receipt or quantity/receipt - nor mystery shopping can provide meaningful data about ICX. Therefore, targeted optimisation is not possible and is based on the experience and hypotheses of those responsible. Even if tests are carried out, classical methods fail to produce a usable result. How is the measurement performed? What is to be measured? What are the results?

There is always a lack of essential customer information —> the realistic behaviour!


Only through observation can the actual behaviour be ascertained. Classical surveys, group discussions or innovation laboratories are very important in the preparation, but do not provide any information about the behaviour at the moment of shopping. Can you remember how you oriented yourself in a particular store during your last purchase (2 days, 2 weeks, 2 months ago)? 

Featured Work

Customer Behavior - Customer Experience - Convertion Ratio

Analysis of Convertion Ratio

Convertion Ratio in respetct of different gestalt (design and form) psychological triggers

—> Increase of sales rate by 3% points in the test store.

Customer Behaviour - Customer Experience - Quality of Stay

Analysis of the quality of stay

Relative non movement with different gestalt (design and form) psychological triggers

—> Increase of the relative non movement in the test store.

Customer Behavior - Customer Experience - Paths

Analysis of customer paths

Distribution of paths with different gestalt (design and form) psychological triggers.

—> More even distribution of the customer paths in the test store.

Customer Behaviour - Customer Experience - Analysis of Presentation of Goods - Gestalt-Principles

Analysis of Presentation

Scalability of customer experience

Psychologically relevant characteristics (gestalt principles, shopping confusion, consumer confusion and crowding effect) for perception at the POS could be defined here. By means of photo documentation, the presentations are evaluated on the basis of gestalt (design and form) principles. This enables a professional analysis of the design of the POS and creates scalability.

Customer Behavior- Moderation Local Circumstances - Satisfaction

Analysis of local differences

Indirect impact of the moderator variable local condition on satisfaction

This requires two steps. On the one hand, a survey of the customers was carried out on site on their perception and satisfaction. On the other hand, the competitors were analysed according to their orientation premium/discount and conservative/progressive.

Customer Behavior - Satisfaction - Gestalt-Principles

Analysis of regional reality

Regional differences in satisfaction in relation to customer experience

—> The worse the evaluation of the local circumstances, the worse the gestalt pricipels but the higher customer´s satisfaction.

Perception-psychological VM-Guideline

Creation of ICX concepts

On the basis of gestalt- (design and form) and perception psychology

Visual merchandising, shop layout, imagery, wayfinding, scenting, music, . . .

VM Workshop

Implementation of new ICX concepts


Gestalt (design and form) principles in theory and practice

Retail Operations

Retail Operations

Ensuring the consisdency of in-store customer experience

Operational implementation of a harmonious and congruent shop atmosphere.

  • © Markus Obermair, 2020

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