The Perfect In-Store Customer Experience
A VIRTUAL SHOPPER JOURNEY CASE STUDY | RETAIL INDUSTRY
Brick and mortar retailers are going through hard times, facing increased competition from the online channel that grows at 19% per year and wrestling with internal challenges, like the high percentage (85%) of products delisted after their first year, as they fail to reach the benchmark of a highly successful launch.
The objective of the study was to measure the impact of different communication channels on shopping behavior by analyzing customers’ reactions in a virtual supermarket as they interacted with branded communication materials or scanned product shelves. We tested 120 customers using our Virtual Shopper Journey tool.
One of the best-known beer manufacturers in Europe was launching a new brand and wanted to understand the impact that different communication channels would have on customers’ in-store purchasing behavior.
Results showed that participants from the forth sample group bought the advertised beer 3 times more than those in the other study groups. Specifically, around 37% participants from the former group bought the beer, compared with only 11% from the other segments. What’s more interesting, participants from this group were not consciously aware of the in-store experience.
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