Touchdown: Shopper Interception!

The Challenge: Launching the right product line is a complex endeavor for any retailer. The competition is stronger than ever and discriminating shoppers have increasingly higher standards within their level of expectation. Prior to the launch of a new Winter Holiday sweater line, a national retail apparel chain wanted to ensure that their product selection appealed to their target customer.

Our Solution: A Shopper Intercept Study. The success of a new product line is directly dependent on understanding shoppers wants and needs. ICC/Decision Services designed and executed a Shopper Intercept Study at several stores across the chain in which the sweaters were previewed during the summer months. Interviews sought to gather direct and immediate insight into customer preferences.

Through the use of probative questions, the Intercept Study clearly defined those sweaters which were the clear favorites among shoppers and those which decidedly had no appeal. Results were not only presented in total, but among each region, allowing the retailer to truly pinpoint which products would drive sales in which markets. Key demographics were also examined to provide further actionable insight. Employing the results presented in the analysis, the apparel chain made the determination as to those sweaters that would be featured in its stores. Ultimately, realizing a multi-million savings.

How We Did It: ICC/Decision Services has over 30 years of hands-on experience designing and executing highly successful Customer Experience Management programs. Through its ability to design and execute all phases of a Shopper Intercept Study we were able provide the retail apparel chain with timely and relevant data. Pursuant to ICC/Decision Services examination and analysis of the collected data, our client was able to identify their product line with proactive information thus leading them to a prudent, objective decision.