What is Retail Experience Research?
Retail experience research examines the customer's experience when consuming products at a retailer. It is about the experience a customer goes through when purchasing, not just going inside a store, buying a product, and then leaving. Retail experience research thus aims to find new ways to enhance the customer experience while retaining product sales
How Media Manager Conducts Retail Experience Research
Retail experience research turns away from traditional analytical, quantitative methods of functional features and benefits and instead focuses on researching new approaches within an organization to capitalize on new experience opportunities. There is no formula to conduct this type of research, but there 5 main elements to keep in mind when using retail experience research: Interactiveness, originality, connectedness, unexpectedness, and reliability. Interactedness focuses on the senses and how impactful and uninformed they are with the experience. Originality aims to create an authentic and natural environment that is true to the brand. Connectedness brings the whole user experience together. It focuses on how the website, online presence, advertisements, and brand all connect within a customer's experience shopping. Unexpectedness allows a brand to be random yet uniformed experiences to a store. Reliability ensures that the experience is repeated and consistency so everyone feels the experience a brand creates, not just a random select few.
Why Companies Need Retail Experience Research
Though retail experience research aims at a journey instead of pure numbers, it does create a personalized shopping experience and unique retail experience for a consumer. This helps define a brand and help a brand understand who their customers are and their needs as a consumer.
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