Business challenge
Our client wanted to grow their market share and grow the customer base. One way of doing this is by improving the ‘complex’ customer journey experience for kitchens and bedrooms to increase consideration and ultimately conversion.
Our approach
We ran two phases of this research:
1.Qualitative phase – this consisted of a total of 54 interviews (with WhatsApp pre-tasks), 16 mystery shop exercises and 3 staff triads. We spoke to people at different stages of their journey to purchase a wardrobe or kitchen (pre-journey and post-journey – successful/ unsuccessful experiences). This enabled us to get a thorough and detailed picture of people’s experiences and what they think should be improved.
2.Quantitative phase – we conducted an online survey, speaking to a total of 1,200 respondents (split between kitchens and wardrobes). As part of this, we conducted a total of 8 Max Diff exercises, 4 for each category, at each stage of the customer journey.
Outcome
We were able to provide very detailed findings and recommendations on what our client could do moving forward to improve the customer journey experience for both kitchens and wardrobes. This included video feedback from shoppers, which brought the experiences to life. Our client now has a wealth of information they can use to develop their kitchen and wardrobe strategy further, including a strong focus on the development of new service propositions.