Our client operates over 100 flagship experience stores worldwide, integrating product demos, service, and brand storytelling as part of its global retail strategy.
Company
Top-tier global electronics company
Timeline
2023
—
2024
Role
Research
Project overview
In this project, we aimed to redefine how customers experience flagship devices in physical retail environments across seven global markets. The research focused on evaluating how in-store touchpoints influence purchase intention and how these findings could guide the Next Retail CX Strategy for AI-powered smartphones. By aligning the study with our client's biannual Unpacked launch events, our goal was to measure the effectiveness of the renewed retail strategy, identify which in-store experiences drive purchase decisions, and discover new opportunities to enhance engagement and brand consistency across regions.
Challenges
The biggest challenge of this project was turning a vast amount of global research into a single, actionable strategy. The project began months before the Unpacked event to anticipate consumer expectations for the upcoming AI smartphone and design the right retail experience direction. Across seven countries, we gathered insights from 2,100 consumers through mystery shopping and on-site observation, analyzing each market’s unique retail environment and behaviors while continuously reflecting the findings into the client’s strategy.
Another challenge was defining and categorizing numerous in-store touchpoints, each influencing purchase behavior differently. Synthesizing these detailed insights into clear narratives for each market was complex but ultimately became one of the most valuable and rewarding parts of the project.
Reflection
This project reinforced the importance of connecting data-driven insights with human-centered understanding. I learned that effective retail design requires not only business-level strategy, but also empathy for how people experience technology in everyday life.
Our client operates over 100 flagship experience stores worldwide, integrating product demos, service, and brand storytelling as part of its global retail strategy.
Company
Top-tier global electronics company
Timeline
2023
—
2024
Role
Research
Project overview
In this project, we aimed to redefine how customers experience flagship devices in physical retail environments across seven global markets. The research focused on evaluating how in-store touchpoints influence purchase intention and how these findings could guide the Next Retail CX Strategy for AI-powered smartphones. By aligning the study with our client's biannual Unpacked launch events, our goal was to measure the effectiveness of the renewed retail strategy, identify which in-store experiences drive purchase decisions, and discover new opportunities to enhance engagement and brand consistency across regions.
Challenges
The biggest challenge of this project was turning a vast amount of global research into a single, actionable strategy. The project began months before the Unpacked event to anticipate consumer expectations for the upcoming AI smartphone and design the right retail experience direction. Across seven countries, we gathered insights from 2,100 consumers through mystery shopping and on-site observation, analyzing each market’s unique retail environment and behaviors while continuously reflecting the findings into the client’s strategy.
Another challenge was defining and categorizing numerous in-store touchpoints, each influencing purchase behavior differently. Synthesizing these detailed insights into clear narratives for each market was complex but ultimately became one of the most valuable and rewarding parts of the project.
Reflection
This project reinforced the importance of connecting data-driven insights with human-centered understanding. I learned that effective retail design requires not only business-level strategy, but also empathy for how people experience technology in everyday life.