Shop-alongs to test a new clothing store concept
Retail - Clothing & Footwear
The client was working on developing a new concept of store area for one of their sub-brands. They have developed several levels of store makeover strategies: from only slight lifting to total refurbishment. The goal of the research was to test how the new concepts communicated to target customers and which ideas were the most powerful relative to their cost and implementation efforts required. The changes have been introduced to several test outlets in several markets. PMR assisted our client in market research taking place in Poland.
PMR has conducted a number of assisted shopping trips with buyers and non-buyers of client’s clothing brand in order to capture their impressions of the new store concept. Respondents were asked to move around the stores as they usually do during their shopping and comment what they see and do. Moderator was observing respondent’s behaviour within the store and asking additional questions. We paid careful attention to how the store concept influenced respondents’ perception of the products and how this corresponded to their previous image of the brand.
Value for the client
Our client received a report describing the impact of each element of the new store concept and what message these elements managed to get across. Based on the results of the study the client was able to choose the best store makeover strategy as well as adjust it to the local market.
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