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.