Manhattan wanted to explore a consumer shopping experience. Consequently, this was researched by understanding consumer sentiments and attitudes towards the role of the physical store and role of store associates. A store associate is a key person who interacts and engages with customers, providing relevant product insight and helping the customer through the purchasing journey.
Additionally, the piece of research also looked into current and future fulfilment options, sustainability, inventory, convenience and more. The consumer data was compared against retail management priorities and outlooks to be able to answer the unknown; what do consumers want from their shopping experience, and what are retailers providing?
Vanson Bourne created two quantitative surveys, one asked to retail management, and one to consumers aged 18 +. There was overlap between the questions which allowed a narrative exploration of what do consumers want when shopping – advanced checkouts, real-time inventory, delivery to home address? – and how does this relate to managements priorities and outlooks over the next 12 months.
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A global report was created with Manhattan, splitting the findings into three key sections (1) the evolving role of the store associate, (2) The Digital Store 2.0, (3) Preserving planet and pockets. Additionally, subsequent market reports were also created, and are being developed and released currently (May 2024).
