For Customer Experience Professionals

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	February 20, 2007 The In-Store Experience: Selecting A Digital Camera Forrester Examined The In-Store Experience At Four Major Retailers by Bruce D. Temkin with Caroline L. Carney, Vidya L. Drego, Tamara Mendelsohn, Adele Sage	Average: 9  (3 ratings)

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Executive Summary

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.

TABLE OF CONTENTS

• Evaluating The In-Store Product Selection Experience
• The In-Store Product Selection Experience For Digital Cameras

RECOMMENDATIONS

• Revamp Your In-Store Experience
• Related Research Documents

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