In store Merchandising, POS and Display Evaluations
A major and very successful DIY retailer wanted to understand
how customers shop each category they stock in-store. The aim was
to make shopping a more enjoyable, efficient experience for
customers and at the same time help the retailer to better allocate
limited staff resources, ensuring that staff are in the areas they
are needed most.
An in-store intercept and observation approach really allowed us
to get to grips with how customers behave when shopping a category.
Importantly, for each category, we were able to create a purchase
decision hierarchy and understand what critical information
customers required to help them make an effective product choice.
It also allowed us to understand which categories staff were
most needed in, to help guide customers and provide the necessary
information for them.
The insights from the study had positive implications for
merchandising layout, POS/POP, signage, in store communications,
and staff training.