Details
CX Researcher
Responsible to US, Europe, Asia
CX Research
CX Strategy development
Industry:
Technology
Retail
Dec. 2023 - Jun. 2024
Overview
The key KPI for enhancing the offline store CX experience direction is the consumer experience effect (influence on purchase intention) of major store elements.
Aligned with the new smartphone launch seasons in the first and second halves of each year, we conducted research for 'Reviewing the current GTM direction for AI Smartphone,' 'Deriving the Next Retail strategy items,' 'Reviewing the selling points of Flagship Items,' and 'Discovering store improvement factors.’
Starting point
The questions were,
"Is the renewed retail strategy effectively implemented for the new AI smartphone?"
"What experiences within the store influence purchase intention?"
"To enhance the in-store experience, what additional experiences should we offer next?"
Summary
Client: Global Top Electornics company Retail Group
Period: 6 Months
Method: Mystery shopping with 1,500 Customers
We gathered 2,100 global consumer VOCs to inform our country-specific strategies.
Additionally we utilized ethnographic methodology. For instance, we visited 100 key stores in 7 countries to observe consumer behavior and understand usage contexts. We recorded both positive and negative responses to new products, analyzed purchase decision factors, and collected actual behavioral data. Additionally, we identified benchmarking points for customer experience in competitors' retail strategies.
Business Impact
Through research, we Integrated analyses of customer experiences regarding New product, Retail environment, and salespersons from 7 countries to derive insights for the localized Next Retail CX strategy.
