Tesco wanted to keep its F&F fashion brand at the forefront of consumers’ minds and secure competitive advantage by defining the future of retail. The company embarked on a comprehensive digital innovation programme for the F&F brand, including a smart changing room experience with the goal to increase sales across multiple channels and boost brand perception.
The retail giant commissioned Prospect to research and validate this ground-breaking retail innovation and discover new service opportunities the F&F brand could pursue across the complete customer experience. Through in-depth market and audience insights, we helped Tesco to develop a business case for the concept and plan for a sustainable nationwide launch.
Evidence-based retail innovation
Today's consumer is always connected. The breathtaking speed with which consumers are adopting new technologies is changing shopping habits and expectations forever and forcing retailers to think inventively if they want to keep customer loyalty.
To stay ahead, Tesco decided to pursue a holistic and seamless multi-touchpoint strategy to encourage more footfall into its F&F departments and raise its customers’ awareness of opportunities to shop for fashion across channels.
Tesco wanted to improve the fitting & trial experience with an innovative new fitting room concept. To create a business case for investment for a pilot and nationwide launch, the vision required testing, validation and further concept definition.
Prospect visited high street retail stores to observe customer behavior and to establish the current digital innovation landscape. Nationwide customer and staff interviews provided in-depth analysis into the current Tesco F&F customer journey experience and helped to assess customer’s and staff technology adoption and smart changing room concept readiness.
Prospect developed customer and staff personas to support the creation of future journey scenarios and new service concepts. Ideation workshops prioritised the opportunities and helped to validate Tesco’s comprehensive innovation programme as a whole.
