AT THE HEART OF EVERYTHING
CASE STUDY - CUSTOMER FOCUS -
WYEVALE GARDEN CENTRES
Wyvale Garden centres were keen to understand the in store customer experience over the Christmas period. They wanted to assess the level on Christmas impact on each stage of the customer journey from arrival to exit and benchmark their own retail offers against a number of key competitors. We were asked to covertly film each experience from the eyes of a customer and feedback our findings.
What We Did
We scheduled a number of covert visits to each of the identified centres, this included 10 key competitors and 3 of Wyevales' own centres. We recorded every step of the visit using hidden video cameras and took a number of still images as evidence of our experience. We were able to identify a number of areas on each stage of the Journey where the customer experience could be improved. Our edited video was reported back for each site, by stage and highlighted which centres were 'best in class' for each stage of the customer journey.
Wyevale were impressed with the quality of the video and found it extremely illuminating to view from a customers perspective. Many of our findings and recommendations have been built into the brief for Christmas 2019, which should ensure a more focused, clearly communicated and enhanced customer retail experience.