Case Study : Point of sale
We undertook some prototyping work for a British high street chemist to help get customers to go upstairs in their 2 story branches. After spending many hours watching customers as they moved around the stores. The most surprising observation was the huge amount of obviously heavily colded-up people that would pick up various remedies, trying to read the tiny print on packs through weepy eyes and leave without committing to any product that might relieve their uncomfortable symptoms. Choice overload plus unhelpful technical pack jargon helped to create the perfect no sale scenario.
Two solutions increased sales significantly: (i) floor walkers on hand to ask symptoms and explain product differential and (ii) on-aisle signage that simplified/categorized the choices. No more choice-overloaded martyrs!
Two solutions increased sales significantly: (i) floor walkers on hand to ask symptoms and explain product differential and (ii) on-aisle signage that simplified/categorized the choices. No more choice-overloaded martyrs!
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Ian JR Ward is part of Ward Creative Partners.
All rights reserved 2022
Ian JR Ward is part of Ward Creative Partners.
All rights reserved 2022