reliance digital

Consumer & Brand Experience beyond Brand Communications ………….

Consumer experience is the sum of all experiences a consumer has with a business, over the duration of their relationship. From:• Awareness• Discovery• Attraction• Interaction• Purchase• Use• Cultivation • Advocacy

It is an integral to Retail Marketing …………and now practically entails all Brands ….in the Era of “ Experiential Marketing “ ……..

What really is Consumer Experience ?

Consumer Experience Model – Retail Industry

Experience Dimensions

Accessibility

Reputation

Accountability

Flexible

Employee Empowerment

Service Delivery

Personal Attention

Functional Dimensions

Service Quality

Responsivness

Consumer Experience If positive

Repeat/Loyalconsumers

• At Reliance Digital, you get to touch, try and feel every product before you make your decision.

• The specially designed Experience Zones (for high-end entertainment systems like home theatres, televisions, home and car music systems) simulate exact conditions to familiarize you with your product.

• The trained staff will be only too happy to understand and advise on the optimum choice of products meeting your needs.

• What more, Reliance Digital is backed by Reliance ResQ, the service arm that is available for support all 7 days and fully geared to provide end to end solutions.

• For more information, log on to www.reliancedigital.in

http://www.reliancedigital.in/

Retail Research to Identify the construct of Consumer Experienceparameters in a Technology Retail

Context

QUALITATIVE SURVEY

EXPERT GROUP DISCUSSION

QUANTITATIVE SURVEY

COMPARITIVE STUDY

Purp

ose

To find out and list down the Parameters defining Consumer Experience

To form a Hypothesis on the Ranks of the Parameters of Consumer Experience

(i) To test the Hypothesis formed after the Expert Group Discussion (ii) To assign Weightages to the parameters

To evaluate the Consumer Experience Score for RDRL Store vis-à-vis Croma and identify the areas for improvement

RDRL: Exit Interviews – 70 Home Interviews –30 Croma: Exit Interviews – 15 Vijay Sales: Exit Interviews – 15

RCP Staff : (at 4A-Business Center, RCP)

RDRL Questionnaire Survey inside the Store

RDRL: Exit Interviews – 27 Croma: Exit Interviews – 30 Vijay Sales: Exit Interviews – 11

Cons

umer

Bas

e

130 9 100 68 Age: Between 24 – 55 years

Age: Between 24 – 55 years



Gender: Male – 119 Female – 11




Marital Status: Married – 78 Unmarried – 52



Marital Status: Married – 59 Unmarried – 9 Co

nsum

er P

rofile

Occupation: Service – 108 Business – 22

Occupation: All RCP Staff

Occupation: Service – 88 Business –12

Occupation: Service – 56 Business – 12

•The approach adopted was to carry out first a Qualitative Survey which would identify the parameters, follow it up with a group discussion to arrive at a hypothesis for the ranking.

•This was then followed by a quantitative survey which led to assigning weightages for each parameter.

The research was done by a combination of Qualitative & Quantitative research

Ambience• Store is Huge• Store is Spacious/ Not too Crowded• Store is Beautiful/ Good Décor/ Music• Store is Neat & Clean• Store is Bright & well lit• Store has Good Displays• Store is Well Organized (Products are at their proper logical place)

The key parameters of Consumer experience in a technology/digital store are as follows


Pre Purchase Support• Staff is Courteous• Staff is Friendly• Staff is Helpful/ Co-operative• There is enough staff to attend/ Got immediate and proper attention

by SA/ SA have knowledge• Processes are quick (Billing etc)

Post Purchase Support• Delivery was on time (as preferred by the customer)• Demonstration is on time and it was conducted properly• Installation was on time, without hassles and was done by

experienced persons• Repair/ Servicing/ Replacement is done at the store itself• Complaint Handling Practice is simple and efficient• Commitments are kept


Product & Pricing• Availability of product details• Freedom to Touch & Feel• Transparency/ Fairness• Competitive Prices• Promotions & Offers• EMI Facility• Choice of Brands/ Models• Assortment of Products


Other facilities• Restrooms are properly marked• Escalator/ Lift is provided• Facility is provided for old people to sit and relax• Games are provided to engage children while the parents shop• Old People are offered water• Online Order/ Phone Order can be placed• Proper Packaging is provided (not a carry bag) • Locational Convenience• Good Parking Facility


Consumer Experience in the Technology Retail Context

Overall 8 key Broad Parameters …

1. Choice of Brands/Models 2. Assortment of Products3. Freedom to Touch and feel4. Promotions & Offers5. Competitive Prices6. Locational Convenience7. In store Ambience8. Pre Purchase Support

Reliance Digital vs Croma ratings

CONSUMER EXPERIENCE RATING

8.17

7.13

8.97

7.10

9.53

8.43

6.47

9.20

7.13

7.80

6.60

7.73

7.07

8.00

7.73

5.87

8.30

6.51

0.00 2.00 4.00 6.00 8.00 10.00

Assortment of Products

Competitive Prices

Pre Purchase Support

Choice of Brands/ Models

Ambience

Locational Convenience

Promotions & Offers

Freedom to Touch & Feel

Consumer Experience Index

Par

amet

ers

Average Rating

Croma

Reliance Digital

How external facade appears to the consumers

EndCap Display & Merchandizing

Easy Navigation from one floor to another

Vibrant Colourful exteriors

Reliance Resq Delivery

Easy cash counters

Accessory selling

Product SBU‘s clearly Identified

Consumer friendly product merchandising

In Store Activations & events

LCD display – Wide Range

Home theatre experience for the customers

We care ……

ATL – Press AD: promotions & offers

www.reliancedigital.in

Peshwa AcharyaContact – 93211 41038

[email protected]

mailto:[email protected]