Retail Journey Mapping
Introduction: Establish the path customers take through your store, the areas that they visit and those that are overlooked. Use this information to create effective store layouts that highlight promotions and improve profitability.
Method: Upload a layout or image of your store. This can be done in two ways - either choose to upload a arial diagram of the store in full, or an image of a single display. Ask participants to numbered pin comments to the image that indicate how they would approach or view the items in order.
Pin Comments to Individual Displays
Use positive, neutral and negative sentiment coding to show areas which participants are more drawn to and those which are overlooked. When the task is complete, use sentiment coding to generate a heat map overlay on top of the image showing which aspects of the store are most eye-catching.
Read through the order of comments to build up a visual map of how participants view the storefront. Take advantage of the most prominent, earliest areas for merchandise and promotion placement. Combine this with sentiment analysis to better understand the performance of your in-store displays.
Benefit: Tailor product placement and promotions to your customers' in-store movement. Place high value items in impactful areas to maximise profitability. Use feedback in post-it note style comments to optimise poorly performing areas and increase revenues accross the store.
Create a point of purchase scrapbook to understand which in-store displays have most impact on shoppers.