Be your own customer…basically seeing it from their eyes.
Physical store attributes including store layout, design, use of color, in-store merchandising, POP materials and customer process flow all contribute to the customer “experience.” Being able to align these in-store attributes with “normal” customer purchasing behaviors can enhance product consideration, encourage new product trials, and reinforce brand image or key messages.
Immediate experiential feedback is used to:
- Test customer service and operational service areas
- Observe how the product is shopped and competitively compared
- Document how the product is talked about and sold
- Analyze the alignment of marketing materials and POP displays relative to sales messages
