Testing customer response to a new store layout

June 18, 2021

Testing customer response to a new store layout

Discover how retailers are using TruRating to improve their business with better customer insights.

25,000+

Responses

8%

Service Lift

Refurb

Actioned

Assessing customer feedback before rolling out new store formats

The Challenge

Before committing to the move, New Balance wanted to be sure that it would be the right one for both customers and the business. The brand had historically implemented exit surveys to try and capture feedback to new initiatives but felt that they did not provide a real insight into the true impact of their work on both the customer experience and the bottom line. It was at this point New Balance engaged TruRating, to help them run a true test and control experiment, isolating one outlet, the brand laid out the proposed rebrand and then used this as a test against the remaining outlets over a four-week period to determine the overall impact on customer sentiment and spend. If the revamp was a success, they would now have the confidence to roll out further afield.

How We Helped

Utilising a ‘test and control’ method over a four-week period, the retailer ran a trial of the new designs while using TruRating to collect feedback and transaction data on the impact of the revamp. We were able to establish a baseline score in the weeks prior to the changes being introduced, to then provide a comparison once the changes were in place. By measuring core experience metrics, we were able to provide a deep-dive view of store performance and provide a detailed comparison against the existing store outlets.

Increase in customer satisfaction scores of nearly 8%

The Impact

Over a four-week period, we collected 25,000 customer responses in the new outlet store. Upon looking at the data, it was clear that the new store had outperformed the older ones across nearly all performance metrics, with an increase in customer satisfaction scores of nearly 8% including improved performance across each of the core metrics we measured for. Beyond that, scores in the other stores, decreased during the trial period – giving even clearer evidence that the new layout was a success giving NB the confidence to roll out in full.

25,000+

Responses

8%

Service Lift

Refurb

Actioned

“TruRating gave us insights into our new store format in just a matter of weeks – we could clearly see the improved performance, and the volume of data meant we knew we could trust what we saw.”

“Making the right decision is not always easy in retail – TruRating gives us the ability to test and validate our intuitions, allowing us to confidently action as a result.”

Bio

New Balance have long been a household name for their outstanding sports and cutting-edge cool clothing. But when the brand decided that they wanted to test a new line of store formats across their factory outlets, including a refreshed shop layout, removing all older products from the shelves, and navigating customers towards new stocks using a mixture of deals and merchandising. While the team was excited for the trial, at time of execution, they had no clear way to measure the impact of the move.

Name

New Balance

Region

Global

Company Size

Large

Industry

Sports & Clothing

Website

www.newbalance.com.au

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