Analysis and development of physical customer experience
Almost all areas of a retail company have an impact on the physical customer experience. The cooperation of product management, marketing, merchandise management, supply chain, visual merchandising and sales are the basis of a successful in-store customer experience (ICX).
In-store customer experience (ICX) is not measurable with classical methods!
Neither KPIs - whether frequency, purchase rate, turnover/receipt or quantity/receipt - nor mystery shopping can provide meaningful data on ICX. Therefore, optimisation in a systematic way is not possible and relies on experiences and hypotheses of those in charge. Even if tests are carried out, classic methods fail to produce usable results. How is the measurement carried out? What is to be measured? What does the result look like?
There is always one essential piece of information missing from the customers - the actual behaviour!
Only through observation can the real behaviour be identified. Classical surveys, group discussions or innovation labs are very important in the preparation, but they do not give any information about the behaviour at the moment of purchase.
Or are you able to describe how you oriented and behaved during your last purchase (2 days, 2 weeks, 2 months ago)?