Global fashion retailer NEXT is well aware of this opportunity; they wanted to build on their understanding of their latest store design’s effectiveness. We set up camp in their stores, and conducted a mixed-methodology study, including DesignEye, ethnography and SenseIt to get into the minds of their customers.
The result was a truly 360° view of customers’ implicit reactions to, and impressions of, the store environment.
We learnt that customers actively seek a more gratifying shopping experience, demanding more than a ‘white box’ warehouse-style store experience. That means that key design elements – fixtures, finishes and zoning – can add up to more than just the sum of their parts, adding real value to the shopping experience, as well as to the products merchandised there.