Most brands face guerrilla warfare on the Internet. It is not a linear marketing chain of touchpoints. A consumer on the web faces an information-grinder with fake review sites, misinformation sites, and direct-to-consumer brand sites. This results in rapid learning and brand switching.
In the Omnichannel Lab, we observe how consumers behave on the web in our Group Lab in a series of simulated online experiences. We then take them to our Mock Retail Store, where we observe them shopping on a grocery aisle or in a simulated retail store.
Research methods include intensive web sessions in the group lab followed by visits to mock retail stores…
Set up mock stores with three alternate store designs tested in 3 cells with 75 shoppers each
How effective is the Virtual Sales Agent in upselling?
Which iPOS content is most useful to shoppers and leads to highest upsell?
Impact of Omnichannel on multivitamin retail purchase.
The Omnichannel lab includes a qualitative phase to understand consumer needs and motivation, a group lab to understand online search and learning, and a mock store for testing in-store display and merchandising.
Understand Consumer Needs and Motivation
Eye Tracking / Mock Store / Qualitative Interviews
Online Search & Learning
Eye Tracking / Mock Store / Qualitative Interviews
Generate Concepts & Ideas
Eye Tracking / Mock Store / Qualitative Interviews
Test and Validate in the lab
Eye Tracking / Mock Store / Qualitative Interviews
Effects of online advertising on purchase path
Store display optimization
Categorization and merchandising of product assortments
Customer retail mentality and motivation
Rule 1: Do not extrapolate consumer behavior from the physical to the digital. This is a classic mistake that can lead to the wrong strategy.