Research Driven Format Strategy
Toys “R” Us was seeing an erosion of market share from major competitors. To stem the tide, the company tested several new format that combined children’s toys and baby products. On-the-ground research teams tracked the entire shopping experience of over 3000 customers, surveyed 200+ customers, and shadowed and interviewed 50+ employees using advanced video and analytics. Assessment of the new formats that highlighted their strengths and weakness compared to the traditional formats was shown. Recently, the company’s CEO has been praised for fending off competitors and maintaining profitability throughout the consumer slump, with particular nods given to the implementation of a daring, yet successful new-format strategy.
New Order Process Evaluation
McDonald’s developed a promising new approach for front counter employees to serve customers. The goal of the research was to assess the effectiveness of new system on both customers placing orders and employees filling them. Video and audio analytics were used to capture and code thousands of transactions during a six month trial period at test restaurants. Additionally, personal interviews were conducted with customers and store crews. Results indicated customers they liked the new system and that it reflected positively on McDonald’s in the way customers were served. Employees also liked the new system and found it to be more efficient approach to filling orders.
