Inspire a ‘Store of the Future’ Footprint

A multinational telecommunications brand wanted to explore shoppers’ perceptions and behaviors at their flagship location on Chicago’s Michigan Avenue. Insights on navigability of the space, functionality of interactive experiences, and clarity of in-store communications were needed to inspire plans for future store updates on a smaller scale.

APPROACH

W5 leveraged a multiple research approaches including Shop-Along, pre-recruited, guided shopping sessions with consumers to understand perceptions of the store experience, and Intercepts Interviews. W5 also conducted interviews with associates and managers capture their store impressions and ways of improving engagement.

RESULTS

During the analysis, occasions were identified where the shopping experience could be refined, focusing on the contrasts between traditional merchandising strategies—such as product runway displays—and more innovative, immersive approaches, like those offered by the metaverse. Additionally, insights were uncovered regarding shopper expectations for a flagship experience across various mission types. Whether shoppers were seeking solutions, making planned purchases, or exploring featured technology, each mission type highlighted specific expectations that contribute to a memorable and engaging flagship experience and how those experiences can be translated to a smaller footprint.