Shopper & Retail Management
RVV has developed a methodology aimed at enhancing the shopping experience and the optimization of the offer system in terms of layout, assortment, shops atmosphere/mood and quality of service.
Some of the questions we address:
- Which is the consumer profile who attends the pos and which are its expectations?
- Which is the “livability” degree of the store (in term of spaces usability and products accessibility)?
- Which are the in store touch points that generate a satisfactory/memorable shopping experience?
- Which are the barriers to purchase and which are the customer stress?
- How is it possible to improve the customer buying experience?
- Which are the reasons that led some customers to abandon the pos or to attend mostly competitor stores?
- How is it possible to develop a format and an offer system consistent with the market expectations?
The methodology is integrated and is based on the synergic contribution of quantitative tools combined with a qualitative in depth exploration through three steps:
- Interviews and observations on the point of sale
- In depth survey with consumers
- Listening to the trade
A direct and objective research method re-creating the situations usually experienced by the real customer, thus highlighting the gaps between customer’s desired behavior and actual behavior performed by the salesperson. It consists in purchasing simulations made by “professional customers” in points of sale and general contact spots with the public; the approach proposed by RVV is both qualitative and quantitative:
- “deep” observation of the dynamics characterizing the point of sale
- data registration through a structured scorecard, that allows for performance evaluation both in absolute terms and in relation to the competition