Store checks

Products and their market meet at the POS. This is where consumers obtain information on the product range and service, make purchasing decisions and decide on the success of products and services. Because products are becoming increasingly similar, there is a growing need to differentiate oneself from the competition. The presentation of brand and product worlds at the POS becomes more important. The leading question: How can the shop design and product presentation be optimally oriented to the needs of the consumers?

FairControl uses powerful survey methods in its store checks that allow you a sound investigation of your shop concept, your shop design and your service quality.

Goals

  • Systematic alignment of all aspects of your shop concept to the needs of your customers
  • Investigation of your product range planning and layout and how the expectations and needs of your customers are fulfilled
  • Development of concepts to achieve a clear arrangement in your shop and optimise convenient shopping for your customers (labelling, consolidated sourcing policy etc.)
  • Checking of atmosphere, design concept and presentation of goods
  • Optimisation of the display window design
  • Measurement and management of the service and advisory quality of your staff

Study Content

  • Purchasing patterns and conversion rate:
    What proportion of shop visitors has bought something? What purchaser group purchased which product in which area? What are the reasons and possible disturbing factors for leaving the shop without purchasing?
  • Routing and customer behaviour:
    Which areas of the shop are strongly frequented? What are the preferred routes and directions? Is there a “dead end” in your shop? Which goods are positioned especially successfully?
  • Product range and presentation of goods:
    Does the breadth and depth of the product range satisfy customer expectations? Is the structure of your product range and the sequence of the product areas considered to be logical?
  • Shopping experience:
    How much fun do your customers have while shopping? Do you manage to make shopping an experience (if intended) through large pictures of the goods and presentation of highlights?
  • Image impact (esp. for showrooms and flagship stores):
    Do you succeed in presenting your brand at the POS so that a world of experience typical for your brand arises in which your customers feel good, have fun or are surprised and inspired? Does the interior design, colour, lighting, images and artwork create an environment that makes the special features of the brand come alive to the senses?
  • Frontage, display window and entrance:
    Are the frontage and display window of your shop inviting for passers-by to drop in? Do the frontage and display window clearly indicate what is “happening” on the sales floor?
  • Staff:
    How do customers rate your sales personnel – in regard to their willingness to converse, friendliness and professional competence? Are questions on products and services answered comprehensively, intelligibly and convincingly?

INSTRUMENTs

The instruments we draw upon in our Store Checks especially include:

  • POS survey
  • Routing anaysis and behavioural observation (to analyse customer flows, searching and purchasing processes and dwelling times)
  • In -store check
    for experimental investigation of the effect of product placement, promotions and other POS measures on purchasing patterns
  • Explorative in-depth interviews
    to qualitatively research the motives and strategies that unconsciously and emotionally affect the purchasing behaviour of your customers
  • Mystery shopping
    • to objectively investigate the advisory and service quality of your personnel
    • also suitable as an instrument for objective evaluation of “static” shop elements (e.g. the condition of exhibition and sales areas, availability of information material, availability of products etc.)

Conceptual analysis of demo elements
Especially for more complex products, such as mobile phones or consumer electronics, the POS is often also the place customers frequent in order to get to know new products better. The consumer expects to be able to obtain comprehensive information on new products and to be able to test the products at length. The user-friendliness of your product demo has a significant effect on the extent to which interest in purchasing is awakened and whether purchasing takes place. The FairControl Useability&Attitude analysis supports you in designing your demo elements such that they are tailored to the needs and expectations of your target group. The study design corresponds to the approach taken in the conceptual analysis of exhibits on exhibition stands. For further information click here .