Optimising new activation experiences in store.
Our client, a multinational toy retailer, wanted to test the impact of a new multi-media activation experience to inform optimisation for future executions.
Bringing new, engaging activation experiences that showcase new products and/or ranges, whilst enhancing the shopping experience in an already busy and highly interactive environment – is a challenge.
Our client wanted to test the impact of their new activation experience in store to make sure it added value, showcased the products and the implementation was optimised.
We observed how shoppers engaged with the display and how it fitted in with their overall in-store journey. This observation enabled us to benchmark awareness and interaction with the new activation against other experiences in store.
Quantitative exit surveys were conducted with shoppers, which empowered us to identify engagement, barriers and drivers. We also conducted qualitative intercepts, which helped us drill down what made the experience stand out and how it could be improved.
The research tested two executions and identified basic principles of engagement for the activation. We were also able to offer specific recommendations based on the products that were showcased and their target audiences.
The client was equipped with insights on the best location for driving maximum engagement and conversion, as well as guidance on how to improve the installation so that it will reach its full potential.
We also worked alongside the client and their team to refine their video content (ensuring it was optimised for the target audience) and we helped write guidelines that are being used for future executions.