For Customer Experience Professionals (Length: 15 pages)
February 20, 2007
The In-Store Experience: Selecting A Digital Camera
Forrester Examined The In-Store Experience At Four Major Retailers
with Caroline L. Carney, Vidya L. Drego, Tamara Mendelsohn, Adele Sage
Executive Summary (This is a document excerpt)
We examined the in-store experience for researching and selecting a digital camera in four major retail stores: Best Buy, Circuit City, RadioShack, and Wal-Mart. We found many flaws in these experiences, especially when browsing within the digital camera sections of the stores. But we also found some good practices like Circuit City's signage, Wal-Mart's product information guide, and RadioShack's product selection content. Retailers can make significant improvements if they tap into their Web assets, develop experience design standards, and use personas.
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RECOMMENDATIONS
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Forrester evaluated the in-store experience for a user trying to select a digital camera at a Best Buy, Circuit City, RadioShack, and Wal-Mart in Massachusetts. The evaluation examined 17 criteria across four different categories: wayfinding, browsing, studying, and getting help. Related Research Documents
February 16, 2007, Best Practices
December 18, 2006, Best Practices
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Evaluating The In-Store Product Selection Experience
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