Challenge: A national office supplies company wanted to redesign its printer aisle to optimize the shopping experience among small business owners and drive greater interest in shopping and purchasing printing-related products.

Objective: To understand the decision-making process of small business customers regarding when, where, and how printers are purchased and to explore how the current printing products section is delivering on small business purchasers’ needs. Additionally, a potential redesign was exposed to understand how well the new design would deliver on printer shopping needs and its potential to affect purchases.

Solution: Plan-it conducted a Qualitative Exploratory consisting of in-depth interviews among the brand’s small business customers in the Boston area who purchase printers for their businesses.

Result: Findings were used to understand the effect of the redesign on the shopping experience and purchase behavior. Recommendations were made for incorporating the most appealing components of the redesign to drive small businesses to shop the company for printing-related products.