Elevating the Digital Experience In-Store

Goal

Identify opportunities that support and enhance the customers’ in-store shopping experience through digital channels and increase associate efficiency.

Role

Project initiator and CX lead

Timeline

The project was completed in four months from inception to presenting findings and recommendations.

Approach

I partnered with a fellow CX research manager and a customer consultancy to expedite the work. We employed a three-step research approach, including qualitative, quantitative, and analytics-based data, to gain a baseline understanding of our customers’ needs, motivations, and device preferences. We also analyzed friction points with digital touchpoints along their in-store shopping journey.

Furthermore, we looked at research questions from the perspective of store associates. We conducted a competitive benchmarking study to evaluate our customers’ behavior within the broader retail industry. Our methodology included a diary study, video confessionals, and a customer-driven SWOT analysis.

After completing the research, we analyzed and synthesized the data to identify key areas for providing better in-store digital services. We developed actionable insights to improve customer and associate experiences and drive operational excellence. These insights were used to inform the investment strategy and the product roadmap for the coming year.

Deliverables

We produced a customer journey map that outlines the use of specific digital services while shopping in-store. Additionally, we developed a weighted list of friction points that produce frustration and inefficiencies.