MERCHANDISING AND VOICE OF CUSTOMER
STREAMLINING THE FEEDBACK LOOP
Rolling out a new, in-store product system requires sophisticated choreography of Merchandisers, Designers and store Managers. For a leading retailer, this process often takes place over the course of a year. Providing a scalable and repeatable feedback loop for the merchandising team offers valuable input that improves the experience prior to full-scale implementation.
The Experience Solution
The ExperienceBuilt Group orchestrated a standardized Visual Merchandising Program Loop that simulated the in-store experience in the Company’s innovation center. After the retailer determined the product segments and associated layout, EBG recruited DIYers for a facilitated walk-through of the shopping experience where they were queried on overall experience, signage, product organization and available options. This streamlined process allowed the client to make changes in real-time during the simulations over the course of the day.
The EBG Impact
Gathering feedback in this live environment allowed shoppers to proceed naturally through the simulation, replicating closely the actual store experience. A two-week report turnaround gave the client constructive information regarding friction points, as well as those elements that performed well, prior to a broad roll-out.
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