Analysis and development of physical customer experience
Visual Merchandising Konzept | Markus Obermair
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)?
Featured Work
RESEARCH | REFLECT
Analysis of conversion rates
Conversion rates by different gestalt psychological merchandise presentations.
Increase in conversion rate by up to 3 percentage points in the test branch.
Analysis of dwell time quality
Relative non-movement by different gestalt psychological merchandise presentations.
Increase of the relative non-movement in the test branch.
Path analysis
Spreading of the paths by different gestalt psychological merchandise presentations.
More balanced spread of paths in the test branch.
Analysis of merchandise presentations
Scalability of merchandise presentations.
Psychologically important characteristics of perception at the POS (gestalt principles, shopping confusion, conusment confusion and crowding effect) could be adapted and defined for the shop environment. The presentations can be evaluated on the basis of the gestalt principles by using photo documentation. This enables a professional analysis of the merchandise presentation and scalability.
Analysis of local diversity
Indirect influence of the moderator variable local conditions on satisfaction.
Surveys of local customers collect the customer's perspective of the respective branch. These results are compared with the ICX expert analysis and with an analysis of the local competitors.
Analysis of regional reality
Scaling of different levels of satisfaction.
Based on the customer survey, the ICX expert analysis and the survey of local diversity, the confirmation level of satisfaction can be calculated. This allows a more profound analysis of the branch.
