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Home & living industry: understanding different shopper missions and optimizing in-store experience
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| 4.74 MB | Adobe PDF |
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Resumo(s)
This work project explores the evolving shopper behavior in the Home & Living industry, with
a focus on in-store experience. It identifies the main shopper missions in the category,
examining their unique characteristics and behaviors through a mixed-method approach of
qualitative interviews and a quantitative survey. The study highlights the importance of tailored
strategies in assortment, visual merchandising, and store environment. Recommendations are
offered for retailers to enhance the in-store experience, addressing the diverse needs of different
shopper missions. This research provides valuable insights into shopper behavior and
underscores the significance of physical stores in the Home & Living industry.
Descrição
Palavras-chave
Shopper mission Customer experience Shopper behavior Physical store Home & living industry