the client

International retailer of appliances, consumer electronics and IT products. Its sales network includes both traditional and on-line stores.

the need

The Client required a support in the Customer in-store experience management, in order to implement the company's expertise, to analyze the current performance and to identify development opportunities. The Client has placed at the center of its growth strategies the development of the Customer experience, to make it effective for the company and memorable for the Customer. The Retailer chose VVA because of its established methodology, built through years of field experience. The project's objective was to improve individual contact and relationship points with the Customer, and the whole in-store experience.

details

VVA supported the Italian leader in the distribution of appliances, consumer electronics and IT products in the analysis of its Customer in store-experience. VVA developed the project, using its own methodology based on in store-ethnographic researches and aimed to understand the success factors and the critical ones, as well as to redesign individual touch points and the entire Customer experience.

The project was divided into three phases.

During the first phase, VVA mapped the touch points involved in the Customer experience and gathered managers’ views on individual elements and on the whole Customer Experience. It was also defined the value proposition of the offered experience, both to verify the current match with the Customers’ perceptions, and to drive the later project steps. During this first phase, we conducted ten in-depth interviews with Customers, in order to understand their experience and to plan the next phase of in-store research.

In the second phase, were conducted more than 600 ethnographic observations in two stores, followed by 487 interviews. Research enabled to:

  • Catalog the touch points, both positive and negative (Touch Point Scorecard)
  • Segment Customers according to the experiential paths
  • Identify Customer needs that are not expressed and Customer stress, rational and emotional
  • Map the values perceived by the buying experience
  • Provide a map of the barriers to purchase and to transmission of core values
  • Segment no-Customers, according to purchase barriers and to Customer stress 
  • Estimate the brand loyalty and the propensity to repurchase
  • Build and analyze the current experience curves, in order to verify the becoming of experience at different stages

In the third phase, on the basis of the emerged highlights, it was developed an action plan, which focused on specific aspects of the point of sale, general store design elements, in-store communication methods and loyalty programs.