Evaluating the new store concept for improved customer experience at NOS

Abstract

This Work Project focuses on the in-store customer experience and its main objective is to evaluate and identify opportunities, challenges and aspects to improve the in-store customer experience that NOS can apply to its New Concept Stores. Through semi-structured interviews, secondary data provided by NOS and the author’s experience on the matter hypothesizes were developed. Through in-store observations and post-observation questionnaires the hypothesizes were tested. The first conclusion, was that the in-store experience was in fact improved in the New Concept Store, when comparing to the former one. Additionally, suggestions related with the evaluations on the service model, the store zones, the in-store digital and non-digital communication, the digital and the support to experimentation were developed. These suggestions would allow the service to become more efficient and the stores to become more experimentation-friendly. This way, stores would be more focused on the service, experience and experimentation, which would potentially increase sales.