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.