Challenge: Following up on earlier store-redesign research from Plan-it that evaluated alternative designs for a major office supplies retailer’s computer and technology section, a new store design was implemented.

Objective: To gauge customer reactions to the new store layout and gain a deeper understanding of how the new store design affected the shopping experience.

Solution: A large number of in-store shop-a-longs were conducted across multiple markets among business and consumer targets, along with in-depth interviews among store associates, to uncover perceptions of the new store design, ease of shopping, reactions to service experiences, and messages conveyed by signage and other store communications.

Result: The research confirmed the improvements of the redesign over the old layout created a more engaging experience. Plan-it made further recommendations for additional layout, display, selection, and signage refinements.