Mass Merchandiser
Best Foot Forward
This mass merchandiser wanted to evaluate a prototype store design’s performance before initiating a massive rollout.
What
| The Data |
Prototype |
Control |
| Products Shopped |
25.8 |
19.5 |
| Products Purchased |
5.5
|
6.4 |
| Sections Visited |
4.4 |
4.0 |
| Shoppers Reached Rear Quadrant of Store |
53% |
65% |
| Waited at Check Out |
90% |
71% |
So What
The new prototype design outperformed the old in shopping incidents, shopper conversion, store penetration and cashwrap operations.
What Next
Reinforce design elements that are working (signage and pathways) and focus on areas where new design underperforms (e.g. crowding and cross-promotion in Menswear and lack of available assistance in Electronics).
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Technology
If We Build It, Will They Come?
This tech retailer and manufacturer built a prototype Experience Store to entertain shoppers and keep them in the store longer. Envirosell has an ongoing relationship with this client and extensive experience measuring and fine-tuning its stores as they evolve. Many of Envirosell's suggestions stem from previous studies culminated in this new store design.
What
| The Data |
Control Store
|
Experience Store
|
Primary Mission
|
Service |
Service |
Time Spent in Store
|
Approx 7 Minutes |
Approx 13 Minutes |
Percentage of Assisted Customers
|
29% |
84% |
Shopper Conversion
|
25% |
33% |
Time Spent with Associate
|
Approx 4.5 Minutes |
Approx 9.5 Minutes |
So What
The Experience Store outperformed the Control Store on several key performance indicators. In this case, the client’s intended ROI on the new store was an increased time in store and increased product interaction. Both were met.
What Next
Key prototype elements were identified that should be integrated into all new store plans when a full recreation of the Experience Store is not practical or possible.
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Specialty Pet Store
Tail-Wagging Good?
What makes a good in-store experience? This pet store wanted to offer a unique experience to its shoppers.
What
| The Data |
|
Percentage Visiting at Least Once a Month
|
59% |
Average Time in Store
|
11:45 |
Percentage Using Neither Cart Nor Basket
|
64% |
Percentage Shopping with Pets
|
20% |
Average Number of Products Shopped
|
11.5 |
Average Number of Products Purchased
|
4.8 |
Average Number of Sections Visited
|
2.8 |
Average Number of Sections Purchased From Shopper Conversion
|
86% |
Percentage of Purchasers Who Made a Grab & Go Purchase
|
28% |
So What
Overall, 21% of those surveyed visited the store “once a month,” while 38% visited “2-3 times per month.” Low use of shopping aids suggests that shoppers do not expect to purchase more than one or two items.
A high rate of Grab & Go purchasing often indicates an environment that is easier to shop and a product that is routinely purchased. This behavior is representative of a mission shopper who knows exactly what they want.
What Next
Frequency of visits is a good barometer for gauging when to cycle merchandising. Since over half of shoppers are in the store at least once per month, merchandising should be changed out as frequently. Shopper conversion usually increases with use of a shopping aid; offering various cart types, baskets, or mesh shoulder bags throughout the store may encourage more purchasing.
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