RESEARCH | REFLECT | REACT
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)?