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Strategy // Service Design

A Deep Dive into a Retail Shopping Experience

Delivering a multi-modal research approach to understand shoppers’ behaviors and identify growth opportunities, Rêve identified key areas to improve a national retailers in-store experience.

Our client wanted to develop a human-centered approach to their future growth strategy for their 1,000+ retail locations. They turned to Rêve to investigate and conduct qualitative and quantitative research to determine consumer behaviors and barriers within the purchase experience. With a clearer understanding of how, when, and why individuals shop today, our client would be better positioned to identify opportunities to improve their relationships with customers, increase their in-store satisfaction and drive additional revenue.

OUR APPROACH

We worked closely with the Chief Customer Officer and VP of Marketing to develop an agile and robust approach to understanding their customer. In four weeks, we facilitated focus groups, in-depth interviews (IDIs), in-store ethnography and in-store intercept interviews. In parallel, we co-created a large-scale customer survey to generate quantitative data to add greater clarity around customer insights and needs.

As a result, we developed an in-depth report on shoppers’ habits and preferences including a high-level journey identifying shopping behaviors and decisions. Operating in a highly competitive industry where customers select a store primarily by location, our client needed to create a differentiating service experience that would not only attract first-time visitors, but create customer loyalty towards a repeat purchase that might be a couple of years away. Our recommendations included concrete solutions that would both attract new customers, and ensure they would experience a level of service and a shopping environment that would leave a lasting impression, and entice them to return for future purchases and support.

30

CUSTOMER INTERVIEWS

4

IN-STORE OBSERVATIONS

10

CONSUMER INTERCEPT + STAFF INTERVIEWS
Key Activities
IDENTIFYING RESEARCH OBJECTIVES

// Research Plan

RESEARCH METHODS

// Focus group interviews
// Customer interviews
// Intercept interviews
// In-store ethnography

SYNTHESIS + OPPORTUNITIES

// Presentation of findings
// Opportunities and next steps

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