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Retail: Mass Merchandiser |
Best Foot Forward
This mass merchandiser wanted to evaluate a prototype store design’s performance before initiating a massive rollout.
The Data | Prototype | Control |
| Products Shopped | 25.8 | 19.5 |
| Products Purchased | 6.4 | 5.5 |
| Sections Visited | 4.4 | 4.0 |
| Shoppers Reached Rear Quadrant of Store | 65% | 53% |
| Waited at Check Out | 71% | 90% |
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The Analysis
The new prototype design outperformed the old in shopping incidents, shopper conversion, store penetration and cashwrap operations.
What's Next?
Reinforce re-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 assistance availability in Electronics).
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