Improving shopper check-out experience for a warehouse retailer

The omnichannel experience team at our client wanted to understand key drivers of customer satisfaction to improve overall satisfaction in their stores.

Challenge

Our client, the world’s largest warehouse retail company, constantly seeks to improve experiences for its customers across its stores.

The omnichannel experience client team wanted to first understand and distinguish the key drivers of Customer Satisfaction. Based on the identified drivers, the objective was also to deep dive to understand how to operationally improve customer experiences.

Approach

We carried out the analysis in two stages:

1. Identify Drivers of Satisfaction

We defined a simple analysis framework to compute impact score of different metrics on overall satisfaction. Metrics across CSAT Survey Data, Quarterly NPS Tracker and Store Experience Survey data were used and the key drivers were identified.

2. Identify Friction Points in Checkout

Store transaction data, store operational data, front-end audit of client and competitor checkout experiences data were used for a comprehensive analysis to identify factors influencing check out experience and classified them into: Shopper, Associate, Tech & Process-related Issues.

We also identified avenues of improvement by studying check-out process of key retail competitors.

Insight

Lower shopper satisfaction scores coincided with

  • Understaffed stores / poor lane utilisation
  • Register prompts (for upsell)
  • Longer payment processing time for high value transactions
  • Self-check-out experience impacted by complex UI (User Interface)
  • Lack of proper assistance (from associate).

Impact

We recommended changes to the prompting system at checkout.

We developed a predictive solution to estimate traffic and queue length (to facilitate lane scheduling and cashier staffing)

UI issues and tech problems identified to be fixed by client were identified.

A self-check-out alerting solution was prototyped for national roll-out.

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Comprendre l'importance des drivers de l'experience client dans le parcours client et mesurer leur contribution au business.