Transforming retail experiences

Transforming retail experiences

Crafting retail experiences that drive purchase

Context

An optimised physical retail experience can improve customer experience and improve conversion rates. One of our luxury-goods clients wanted to better engage new and existing customers in its stores. It asked Innovia to find solutions that were practical, fit with the brand’s high-end positioning, and reduced behavioural barriers to purchase for a range of customers.

Approach

Our designers and behavioural scientists carried out in-store research in Europe, Asia and America. We structured the data to identify behavioural barriers and opportunities, and designed solutions to target them. We built cohesive visions of the retail experience through sketches and renderings, and detailed customer experience journeys for a range of customer segments.

Impact

Our client built a full-size prototype flagship store based on our recommendations, tested it with customers, and then launched the new store design globally. Our work was shared with senior executives as an example of best practice in breakthrough retail experience innovation. One VP said, “Working with Innovia was hugely valuable. You gave us a model to understand behaviour and a logical structure to guide our creative process.” We have since carried out further retail experience work with the same company to drive growth in retail sales globally.

Innovia has a tried and tested approach to creating outstanding retail experiences that uses our multidisciplinary teams with backgrounds in business, design and behavioural science. We structure new and existing understanding of the customer to systematically address behavioural barriers. Based on this, we design creative, effective and compelling experiences that drive revenue and customer engagement.

Our approach has three steps, each with a unique value add:

 

1. Spot new opportunities by understanding what influences your customer in your store

We understand how your consumers behave by analysing academic literature, your existing data, or by performing primary research. We help you identify the key customer behaviours to change, to maximise growth and fit with the brand strategy.

We understand how your consumers behave by analysing academic literature, your existing data, or by performing primary research. We help you identify the key customer behaviours to change, to maximise growth and fit with the brand strategy.

2. Create solution options by addressing the relevant barriers or promoters of your customer’s purchasing behaviour

We structure our understanding with scientifically validated behavioural models, identifying key themes in the factors promoting or preventing the behaviour. We generate a range of solutions from our model for changing behaviour, ensuring that the solutions directly target the promoter or barrier influencing behaviour.

We structure our understanding with scientifically validated behavioural models, identifying key themes in the factors promoting or preventing the behaviour. We generate a range of solutions from our model for changing behaviour, ensuring that the solutions directly target the promoter or barrier influencing behaviour.

3. Decide on the best solutions by envisaging how you could integrate the insights in a seamless store experience

We assemble solutions into store visions to consider behavior change across the whole consumer journey. We take into account the fit to business strategy, design execution, and behavioral rationale for each vision, enabling rapid comparison and prioritization, to craft the retail experience most likely to drive growth for your brand.

We assemble solutions into store visions to consider behavior change across the whole consumer journey. We take into account the fit to business strategy, design execution, and behavioral rationale for each vision, enabling rapid comparison and prioritization, to craft the retail experience most likely to drive growth for your brand.

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