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.
Differentiating Frozen Meals
Lean Cuisine wished to improve their in-store merchandising at Target and other major grocery chains. To do so they developed a number merchandising and end-aisle alternatives designed to have maximum impact in driving customers to their products, and placed them in test stores. Customers were pre-recruited and asked to complete several tasks. Using mobile eye-tracking devices customer behavior was coded. Further, customers were shown a replay of their eye-tracking and asked to reflect on their thoughts and actions throughout the process. Working in collaboration with the design team, we identify several high-impact opportunities for differentiating Lean Cuisine products. Alternatives resulted in a synergy between product packaging and merchandising elements. The final solutions were achieved by drawing on the brand’s iconic packaging design which evoked healthy lifestyles and linking those to various in-store merchandising effort. As a result, the brand saw a noticeable lift in sales.
Boosting Premium Outlet Traffic
Lee Jeans needed to increase the traffic at their premium outlet mall stores. A study was undertaken to identify the factors that caused customers to shop outlet malls in the first place, surface the barriers to shopping Lee stores and evaluate if and how competitive outlet mall stores might be outperforming Lee. In mall intercept interviews were conducted with customers visiting Lee, those passing Lee without going in as well as well shoppers who visited only stores competitive to Lee. Results showed that factors such as the perception that Lee didn’t carry merchandise of interest, power of the store windows and signage to draw shoppers in and price/value perceptions versus competitive stores were major hindrances to attracting store traffic. A wide number of recommendations were made for developing more compelling brand, product variety, windows sign and in-store merchandising approaches.
