01
Client context
The retailer's large out-of-town stores performed well, and it wanted to reach shoppers in city centres.
02
Business challenge
A smaller format meant a narrower range, and it was unclear what shoppers would expect to find.
03
Research objective & questions
Evaluate the pilot format and recommend changes before rollout.
- Who visits the pilot store, and for what missions?
- Does the smaller range meet their needs?
- How well do digital tools (ordering, delivery) fill the range gap?
- How does the format affect perceptions of the brand?
04
Methodology & approach
- Shop-alongs and observation
- Shopper paths and dwell time in the pilot store.
- Exit interviews
- Visit purpose, purchase and satisfaction.
- Online follow-up survey
- Post-visit purchases online and in large stores.
- Staff interviews
- Frontline views on what works.
05
Sample & geography
- ~20 shop-alongs
- ~500 exit interviews
- ~400 follow-up survey responses
- Geography — India (metro city pilot)
06
Key findings
- Most visitors came for inspiration and planning rather than immediate purchase.
- Room-set displays drove later online and large-store purchases.
- In-store ordering screens were underused because staff rarely mentioned them.
- The format attracted younger, first-time customers.
07
Business implications
- Design the format around inspiration and planning services.
- Train staff to use in-store ordering and delivery.
- Measure success by total customer spend, not store sales alone.
08
Outcome
The retailer received a format evaluation, recommended changes and new success measures for rollout.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.