Background/Challenge

A leading kids’ apparel brand wanted to understand the decision-making journey customers go on to choose apparels for kids under five, and explore what an optimal in-store experience looks like. 

Solution

A three-step approach:

• Pre-store deep dive, exploring current attitudes and behaviours, drivers and barriers to brand purchase. The shopping was primarily done by moms, with majority of them having kids with them to ensure proper fit and how the apparel looked on kids
• In-store mission, evaluating experience across five stores, where moms took photos and videos
• Post-store evaluation included reflecting on barriers, and what could be improved. We also created five groups with moms/kids having similar feedback, to get more insights on the products.

Impact

The brand integrated the findings in their action plan and quickly implemented the in-store changes immediately, helping drive sales and customer experience scores.