Removing Barriers to In-Store Traffic

Nautica was suffering from slowing traffic at their outlet stores and loss of market share from competitors such as Polo and Tommy Hilfiger.  Our research teams were deployed to particular stores armed with an iPad and surveillance technology designed to enhance the execution of customer intercepts, in-store shop-alongs, ethnographic observation and competitive benchmarking. Six barriers were identified as the cause of diminished in-store traffic.  To overcome and eliminate the barriers a staged roadmap addressing issues, ranging from modifying the brand story to improving product fit was recommended. As a final take-away, client facilitation help identify two future scenarios. The first projected in-store traffic numbers in the event they followed their current game plan and the second was what we thought was probable if they chose to embrace our data-driven recommendations.