The In-Store Experience: Selecting A Digital Camera

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.