Wireless Retailer Re-Design

Competition in the wireless phone market is a well-documented story. To maintain their edge, U.S. Cellular sought to study the range of factors affecting customer’s path-to-purchase and in-store shopping experience.  We conducted shop alongs and intercepts as our field researcher observed and video tape customers. Following each shop along, in-depth interviews were conducted. The video footage was coded and reviewed by analysts, ethnographers and project leads.  Results produced deep insight into three area of importance; information, merchandising and advocacy.  Recommendations were provided for enhancing touch points such as online messaging, media advertisements, in-store design, sales associate behavior, phones layout, and plan communications. As a result of all our efforts, the client and agency partner reported a series of “quick wins” and were well positioned to tackle the challenge of performing a system-wide make over.