UX: Activewear Brand’s In-Store Experience

Challenge:

An activewear client was looking to improve its customer service, but wasn’t sure how to provide the same consistent high-touch approach across its stores, or if it even needed to.

Approach:

We scraped review sites for store reviews and feedback on customer experience across the U.S. We also did our own mystery shopping at a few local stores to supplement our findings.

Results:

Customers were being lost at several points within the store. For example, an enjoyable fitting room experience was paramount to influencing the purchase decision.

We recommended creating a personal shopper-style app that could help prep them before shopping in-store, and then use wayfinding capabilities in the store to navigate them through the purchase process, including calling for a sales associate when desired.

This research project kick-started a multi-year development project for Deloitte.

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