Overview
A home improvement retail company wanted to test a new checkout concept against the existing models. Before rolling out this new design across the country, the brand needed to better understand the customer journey and identify weaknesses in the prototype.
Exit interviews, first person observation, employee interviews, video observation and shop alongs were conducted.
Insights
Recommendations
Configure impulse items to account for the difference in impulse shopping journeys between assisted and self checkout users
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Impulse shopping was low
The open layout design was nice for the customers, but less comfortable for employees
One of the top comments from repeat customers was that they continue to return because they like the employees, so make their comfort a priority
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Align the entrance and exit to traffic patterns to avoid congestion
The customer service area was not intuitive and shoppers were often entering and exiting the section incorrectly. The area was designed for shoppers coming from the parking lot even though 60% entered the area from the store
Impact
​As a result of this study, traffic flow at the checkout improved and impulse purchases rose. The brand rolled out the new concept to other cities and returned for additional studies in other sections of the stores.
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