Beyond sofas, into beds – Applying behavioural science to optimise the shopper experience in dfs stores
16th November 2023
Walnut Unlimited
Beyond sofas, into beds – Applying behavioural science to optimise the shopper experience in dfs stores
dfs wanted to showcase their beds offer in an engaging way in store to raise awareness, impress and encourage shoppers to buy. They developed a feature space to showcase beds (and other aspects of the dfs offer in the future) and trialled them in 3 stores.
But…there was a risk! Putting in feature spaces reduces the number of selling bays in store. Research needed to be conducted to answer if the benefits of the feature spaces would outweigh potential commercial losses. We conducted research pre and post installation using a hybrid approach to fully unpick the impact of the feature spaces and how customers really navigate the store:
Outcome: in conjunction with other data and insights, dfs used the research to confirm that the feature spaces needed more work. The wider insights around store navigation helped dfs to:
- Reassess the beds challenge & use a different approach
- Decide what was really important to focus on delivering in store
- Build on their our expertise to get shoppers to what they want to buy quicker
The insights supported not only the property store refit programme but also our Retail colleagues in store – putting examples of Behavioural science in the Visual Merchandising guide for store colleagues as well as feeding into the Walk The Store checklist for Regional Managers.
Caroline Herring I Senior Insights Manager
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