CASE EXAMPLES
With knowledge comes responsibility. To the extent that certain clients have permitted us to disclose details on the nature of our relationship, we have provided a few case examples below:
NATIONAL COLLEGE BOOKSTORE CHAIN
THE CHALLENGE - Prior to committing to a national Dynamic Digital Signage (DDS)
roll-out at over 450 locations, this client required concept validation and
ROI data relating to the impact on consumers of a prototype digital signage
system that supported several new and current product and service lines. They
also wanted to develop an accurate "best-practice" strategy for the placement
and content development of the digital signage signage program within specific
geographic markets. This was one of the first full-scale in-store pilots of
a dynamic digital signage system in the United States.
THE SOLUTION - We studied multiple aspects of customer behavior
and preference throughout the store with a focus on relevant points-of-purchase.
Observational metrics included measurements of visual impact and stopping power
of signage, wait durations (actual vs. perceived), signage impact on traffic
flow, promoted product conversion rates, customer satisfaction and brand awareness.
We also identified customer segments/profiles that would and would not respond
positively to the digital signage system.
Taking the next step, we provided guidance allowing for rapid turnaround of
an improved next-generation solution and the development of a confident "best
practice" application standard for the digital signage system. Our recommendations
remain in practice and continue to generate added value to the DDS system in
this retail environment.
NATIONAL DEPARTMENT STORE CHAIN
THE CHALLENGE - A mall anchor department store had plans to freshen the design
of its cosmetics department for many of its stores over the next few quarters.
In an effort to attain maximized sales from the initiative, the client commissioned
an audit of customer behaviors and attitudes for cosmetics departments within
two 85,000 square foot format designs (current and prototype) located in Texas
and Minnesota malls.
THE SOLUTION - We employed our Retail Forensics® videographic observation and RealThought® CriticalPoint intercepts to assess the behavioral profiles and preferences of the retailer's core cosmetics customer groups. We tracked the routes most commonly taken through the department, key spots where customers were pausing to make decisions, areas of low shopping activity and the influence of employees, displays and signage on shopping patterns. We also provided the retailer with an understanding of the factors underlying the results. The client used this insight to develop a renovation program that led to rapid and sustained improvements in department operations, sales and margins.
NATIONAL LIGHTING FIXTURE MANUFACTURER
THE CHALLENGE - To win a national account, this client desired comparative testing
for one of its promising new lines of lighting fixtures. They needed information
on the impact of its lighting on general consumer behaviors including visual
attention, stopping power, browsing patterns, product interaction and purchasing.
THE SOLUTION - The type of information requested for this project had never
been collected before in their industry. Merchant Mechanics designed and implemented
a groundbreaking multi-phased test that objectively assessed the fixture line
against several competing technologies across a variety of retail applications.
With the results of the study, the client won the national account worth over
$1.3 million. Results were also used as the focal point of this company's primary
annual advertising campaign to great success.
NATIONAL SPECIALTY RETAILER OF HOME GOODS
THE CHALLENGE - This retailer saw potential in a new kiosk and store-front signage
program, which incorporated a new, yet untested, technology. The client had
two objectives: First, develop an ROI model for the new display, based on customer
behavior, to justify roll-out. Second, obtain insight to improve related marketing
content and application.
THE SOLUTION - We applied Retail Forensics® to test the effectiveness
of the prototype program across relevant customer segments. An ROI model was
established that indicated a roll-out would return favorably on the cost, if
certain modifications to the display were made. Design and application changes
based on our recommendations led to an 11% increase in sales from the modified
display.
REGIONAL FUEL & CONVENIENCE STORE CHAIN
THE CHALLENGE- A regional fuel & convenience store chain was dissatisfied with
the poor sales performance of impulse-oriented candy, snacks and other items
located at the register region of their convenience stores. The client wanted
a solution to end weak sales of items located in this particular store zone.
THE SOLUTION - Our client used our Retail Forensics® research line to audit the performance of four stores with a focus on sales of impulse items located near the register. After identifying common customer behavior patterns and the share of store traffic that came from gas customers, we provided suggestions for POP reallocation and promotional signage that capitalized on the steady flow of fuel customers. Category sales increased 31% over the following two quarters.