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Consumer & Brand Experience
beyond Brand Communications
………….
What really is Consumer Experience ?
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 “ ……..
Consumer Experience Model – Retail Industry
Experience Dimensions
Accountability
Accessibility
Reputation
Employee
Empowerment
Flexible
Personal Attention
Responsivness
Functional Dimensions
Service Delivery
Service Quality

Consumer
Experience

If positive

Repeat/Loyal
consumers
•

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
Retail Research to Identify the
construct of Consumer Experience
parameters in a Technology Retail
Context
Consumer Base

Purpose

The research was done by a combination of Qualitative &
Quantitative research
QUALITATIVE
SURVEY
To find out and list
down the
Parameters defining
Consumer
Experience

EXPERT GROUP
DISCUSSION
To form a
Hypothesis on the
Ranks of the
Parameters of
Consumer
Experience

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

COMPARITIVE
STUDY
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

130

9

100

68

Consumer Profile

Age:
Between 24 – 55
years

Age:
Between 24 – 55
years

Age:
Between 24 – 55
years

Age:
Between 20 – 55
years

Gender:
Male – 119
Female – 11

Gender:
Male –
9
Female – 0

Gender:
Male – 92
Female – 8

Gender:
Male –
67
Female – 1

Marital Status:
Married – 78
Unmarried – 52

Marital Status:
Married –
7
Unmarried – 2

Marital Status:
Married – 72
Unmarried – 28

Marital Status:
Married – 59
Unmarried – 9

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

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

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

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

 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.
2.
3.
4.
5.
6.
7.
8.

Choice of Brands/Models
Assortment of Products
Freedom to Touch and feel
Promotions & Offers
Competitive Prices
Locational Convenience
In store Ambience
Pre Purchase Support
Reliance Digital vs Croma ratings
CONSUMER EXPERIENCE RATING
6.51
7.13

Consumer Experience Index

8.30

Freedom to Touch & Feel
5.87
6.47

Promotions & Offers
Parameters

9.20

7.73
8.43

Locational Convenience

8.00

Ambience

Croma
9.53

7.07
7.10

Choice of Brands/ Models

7.73

Pre Purchase Support

8.97

6.60
7.13

Competitive Prices

7.80
8.17

Assortment of Products
0.00

2.00

4.00

6.00

Average Rating

8.00

10.00

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 Acharya
Contact – 93211 41038
Peshwa.expert@gmail.com

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Reliance digital

  • 1. Consumer & Brand Experience beyond Brand Communications ………….
  • 2. What really is Consumer Experience ? 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 “ ……..
  • 3. Consumer Experience Model – Retail Industry Experience Dimensions Accountability Accessibility Reputation Employee Empowerment Flexible Personal Attention Responsivness Functional Dimensions Service Delivery Service Quality Consumer Experience If positive Repeat/Loyal consumers
  • 4.
  • 5.
  • 6. • 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
  • 7. Retail Research to Identify the construct of Consumer Experience parameters in a Technology Retail Context
  • 8. Consumer Base Purpose The research was done by a combination of Qualitative & Quantitative research QUALITATIVE SURVEY To find out and list down the Parameters defining Consumer Experience EXPERT GROUP DISCUSSION To form a Hypothesis on the Ranks of the Parameters of Consumer Experience QUANTITATIVE SURVEY (i) To test the Hypothesis formed after the Expert Group Discussion (ii) To assign Weightages to the parameters COMPARITIVE STUDY 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 – 11 130 9 100 68 Consumer Profile Age: Between 24 – 55 years Age: Between 24 – 55 years Age: Between 24 – 55 years Age: Between 20 – 55 years Gender: Male – 119 Female – 11 Gender: Male – 9 Female – 0 Gender: Male – 92 Female – 8 Gender: Male – 67 Female – 1 Marital Status: Married – 78 Unmarried – 52 Marital Status: Married – 7 Unmarried – 2 Marital Status: Married – 72 Unmarried – 28 Marital Status: Married – 59 Unmarried – 9 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.
  • 9. The key parameters of Consumer experience in a technology/digital store are as follows  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)
  • 10. 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)
  • 11. The key parameters of Consumer experience in a technology/digital store are as follows  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
  • 12. The key parameters of Consumer experience in a technology/digital store are as follows  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
  • 13. The key parameters of Consumer experience in a technology/digital store are as follows  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
  • 14. Consumer Experience in the Technology Retail Context Overall 8 key Broad Parameters … 1. 2. 3. 4. 5. 6. 7. 8. Choice of Brands/Models Assortment of Products Freedom to Touch and feel Promotions & Offers Competitive Prices Locational Convenience In store Ambience Pre Purchase Support
  • 15. Reliance Digital vs Croma ratings CONSUMER EXPERIENCE RATING 6.51 7.13 Consumer Experience Index 8.30 Freedom to Touch & Feel 5.87 6.47 Promotions & Offers Parameters 9.20 7.73 8.43 Locational Convenience 8.00 Ambience Croma 9.53 7.07 7.10 Choice of Brands/ Models 7.73 Pre Purchase Support 8.97 6.60 7.13 Competitive Prices 7.80 8.17 Assortment of Products 0.00 2.00 4.00 6.00 Average Rating 8.00 10.00 Reliance Digital
  • 16. How external facade appears to the consumers
  • 17. EndCap Display & Merchandizing
  • 18. Easy Navigation from one floor to another
  • 24. Consumer friendly product merchandising
  • 26. LCD display – Wide Range
  • 27. Home theatre experience for the customers
  • 28.
  • 30. ATL – Press AD: promotions & offers
  • 32. Peshwa Acharya Contact – 93211 41038 Peshwa.expert@gmail.com