Store Field Analysis

Retail Concept Design & Customer experience

1- Retail Point of Sale Concept Design Framework

What is Retail Concept all about?

IMAGE

PRICES

OFFER
Concept
Positioning
Depth

LOCATION

STORE

Banner
Atmospherics FRONT
Quality/
Decoration Facade
Brands
Storyline
Store
Full Prices / Scenography
window
Promotions

LAYOUT
DISPLAY

Space

T/o Margin

Circulation
Impulse

Width

Cost

Gain market
share

Convenience

MANAGEMENT
Principles
Human resources

LOGISTICS &
Back Office

Increase profitability

RETAIL BRAND
AWARENESS
Communication
Advertising

Brand
Platform

Maximize
ROI

supply chain
in-store logistics
Staff service areas

CRM
Loyalty programme
One-to-one marketing
Events, etc.
...

EQUIPMENTS

Fixtures & furniture

Signage
Ligthings
POS
Security requirement
Cooling & heating

Service

INFORMATION
SYSTEMS

SERVICES
Time

Customer Journey Scenarios

What value for my target customers?

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Nathalie RAMANANTSOA-FRAT

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2- Customer
Journey
Generic Framework
Customer
Journey
Mapping
Generic Framework
BEFORE&

Sequence&
&
&&

&
Triggers'

$En<ce$

A)ractors'
! Product'/'Service'
! Brand'awareness'
availability'
! Orienta;on'
!

AFTER&

DURING&PURCHASE&

Enter$
Discover$
Search$

Engage$
!

Rituals'

Evaluate$&$
choose$

Buy$
!

Use$
Extend$experience$
Recommend$

Ease'of'buying' ! 1st'experience'
! Quality'of'service'

Client&
mo=va=ons&&&
expecta=ons&

Touchpoints&&
+&Ac=vi=es&

&&

circumstances&
of&engagement&
Client&&
state&of&mind$
(&&&&&&&/&&&&&&&/&&&&)&
Barriers&

N&

Catalysts&

+&

Quality&of&
experience&

(&&&&&/&&&&&&/&&&&&&)&
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Customer Journey mapping are profile specific (1 client profile = 1 mapping)

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Items A/B/C/D/E/F describe experience scenarios that you wish to capture.

Note that each scenario takes place within a particular setting (specific set of circumstances)
and is experienced by a particular Customer profile (which you must clarify).

Nathalie RAMANANTSOA-FRAT

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3- Retail Store Evaluation Grid

Retail Store Evaluation Grid

0"

1"

2"

3"

4"

5"

6"

7"

8" 9" 10"

Loca2on$quality$
Strength$of$concept$
AFrac2veness$$Power$of$seduc2on$
Consistency$vs.$brand$DNA$
Shopability$
Design$(atmospherics,.decora0on,.scenography,.etc..).
Storefront$(facade,$store$window,$)$
Layout$
Signage$
Equipements,$$xtures$&$furniture$

Ligh2ngs$
Readability$of$the$oer$
Visual$Merchandising$
Sta$
Customer$Experience$/$Customer$journey$
CRM$scheme$
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4- Assignment focus
Your field analysis report must cover as much as possible all items presented in the above pictured
grids and frameworks.
Your insights should draw as much on direct field observations as on desk research and sales
associates and clients interviews.
You should in particular:
1. Deliver a documented analysis of the Retail Concept and Brand platform on the abovementioned items.
2. Formalise the main experience scenarios that you have either gone through or observed
(please, mind to specify the associated client profile)
3. Set up and document your concept evaluation grid
4. Draw your conclusions concerning the key takeaways

Nathalie RAMANANTSOA-FRAT

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