Layout Performance

Objective-- Gather qualitative feedback from customers about the physical environment of the store and determine whether or not specific aspects are consistent with the brand's image to its core customers.

Study-- PulseBack worked with our client to tailor a survey that gathered very specific information from customers on various aspects of store's physical environment. Customers were asked to visit several different areas of the store and tell our interviewer what they liked and didn't like about fixtures, decorations, merchandising displays, in store displays, lighting, music, etc. All observations were unaided. PulseBack interviewers were assigned to several prototype flagship stores. The data was then coded into different variables so that it could be studied quantitatively. Statistical analysis was performed for each of the prototype stores.

Result-- Our client was able to use this information to shape purchasing and design decisions for the remainder of its stores for each prototype. The feedback was a useful tool to ensure brand image consistency across the chain.

Merchandising Performance

Objective-- Measure customer reactions to new merchandising efforts and determine if the changes are having the desired effect.

Study-- PulseBack worked with our client to develop a survey that would gather very specific information on their product merchandising.  We selected a variety of stores with the new merchandising and stores with the original merchandising.   Customer responses from these groups were compared for statistically significant differences.

Result-- Our client learned that the new merchandising efforts were successful among first time or less frequent customers.

Continue on to Traffic Building/Image Gap Analysis...

Genesis Products Case Studies Pilot Tests Summary

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