Store visibility impact assessment research

A world leading ice cream brand launched a store in one of the largest malls in UAE. Despite having a premium location, the store was having difficulties generating traffic and sales compared to other stores within the same proximity. The client wanted to test a few hypothesis to understand the reason why the footfalls & sales were not as expected.

We have applied a holistic research involving both qualitative and quantitative approaches, to evaluate – the visibility of the store; consumers’ level of awareness; customers’ needs & expectations and triggers & barriers.

The qualitative approach included intercept IDIs with walk-in customers to assess the location awareness and reasons for visiting the store. Simultaneously a static camera was installed outside the store to observe traffic, footfalls and movement pattern.

The quantitative phase was conducted post the qualitative phase – store/shopper observation and intercept (exit) interviews to understand customers profiles, purchase frequency, perceptions, triggers and barriers.

The research helped the client to explore key insights and opportunities for their store to increase engagement chances, drive higher visibility and improve their design.