Study
Innovation & MarketsHigh ImpactModerate effect

First-Store Design Framework Enhances Customer Experience in Emerging Markets

A structured framework, incorporating customer journey mapping and persona development, can significantly improve the customer experience in new retail store concepts, particularly in evolving markets.

International Journal of Academic Research in Business and Social Sciences · 2021

01

Key Findings

  • 01A structured framework can amplify the quality of customer experience.
  • 02Customer journey mapping across pre-visit, during-visit, and post-visit stages is effective.
  • 03Consumer personas derived from market segmentation aid in understanding customer needs.
02

Application

Design takeaway

Adopt a holistic customer journey mapping approach and develop detailed personas to inform the design of new retail spaces and customer interactions.

How to apply

Before launching a new store or product, map out the entire customer journey and create detailed personas to identify and address potential experience gaps.

Project actions

  • 01Clearly define the stages of your user's journey.
  • 02Use market research to create realistic and informative user personas.
03

Method & Evidence

AimTo develop and validate a framework for enhancing customer experience in first-store retail concepts, utilizing a customer-centric approach and the Stimulus-Organism-Response (S-O-R) model.
MethodQualitative research using a customer-centric framework and adaptation of service design tools.
ProcedureData was collected from customers visiting a first-store concept in China, segmented into pre-visit, during-visit, and post-visit stages. Consumer personas were developed based on market segmentation theory as part of the proposed framework.
ContextRetail industry, specifically first-store design concepts in China.

Variables

IVCustomer journey stages (pre-visit, during-visit, post-visit), use of service design tools (personas, journey maps).
DVQuality of customer experience.
CVMarket segmentation, retail context (China), first-store concept.
04

Strengths & Limitations

Strengths

  • +Adopts a customer-centric approach.
  • +Integrates established service design tools into a new framework.

Limitations

The generalizability of findings to different cultural contexts or retail sectors may be limited.

Reliability & validity

The validity of the framework relies on the accurate representation of customer experiences and the effectiveness of the chosen service design tools. Reliability would depend on consistent data collection and analysis across different observers or studies.

Think critically

How might the S-O-R model be further integrated into the design of physical retail spaces to directly influence customer responses?

05

Design Principles

"Design for the complete customer journey, not just the point of sale."

Understanding and optimizing the entire customer journey, from initial awareness to post-purchase reflection, is crucial for the success of new market entries. This approach allows businesses to proactively address pain points and capitalize on opportunities to create memorable and positive interactions.

06

What This Means for Your Design

When designing a new shop, think about everything a customer does, from when they first hear about it to after they leave, and create profiles of your ideal customers to help you design better.

How to use in your project

  • 1.Reference this study when justifying the use of customer journey mapping and persona development in your design process.
07

Add to My Project

08

Quick Cite

(2021). A Framework to Explore Customer Experience on First-Store Design Concept in China. International Journal of Academic Research in Business and Social Sciences. https://doi.org/10.6007/ijarbss/v11-i1/8537 Retrieved from https://designdex.org/study/ad8a57be-3510-48b5-8150-cf7b80ebdc21/first-store-design-framework-enhances-customer-experience-in-emerging-markets

Paragraph starter

This research highlights the effectiveness of a customer-centric framework, incorporating customer journey mapping and persona development, in enhancing the customer experience for new retail concepts. By analyzing the pre-visit, during-visit, and post-visit stages, designers can proactively identify and address user needs, leading to more successful market entries.

09

Source

International Journal of Academic Research in Business and Social Sciences

A Framework to Explore Customer Experience on First-Store Design Concept in China

journal · 2021

View source

Questions about this research

What does the research say about first-store design framework enhances customer experience in emerging markets?
Adopt a holistic customer journey mapping approach and develop detailed personas to inform the design of new retail spaces and customer interactions. Evidence: International Journal of Academic Research in Business and Social Sciences (2021).
Why does "First-Store Design Framework Enhances Customer Experience in Emerging Markets" matter for design?
Understanding and optimizing the entire customer journey, from initial awareness to post-purchase reflection, is crucial for the success of new market entries. This approach allows businesses to proactively address pain points and capitalize on opportunities to create memorable and positive interactions.
How can designers apply this research?
Adopt a holistic customer journey mapping approach and develop detailed personas to inform the design of new retail spaces and customer interactions.
What were the main findings?
A structured framework can amplify the quality of customer experience.. Customer journey mapping across pre-visit, during-visit, and post-visit stages is effective.. Consumer personas derived from market segmentation aid in understanding customer needs.
What research method was used?
Qualitative research using a customer-centric framework and adaptation of service design tools..
How strong is the evidence?
Evidence strength is rated Moderate effect, based on a 2021 journal from International Journal of Academic Research in Business and Social Sciences.
What should I do differently in my next project?
Before launching a new store or product, map out the entire customer journey and create detailed personas to identify and address potential experience gaps.
What are the limitations?
The study's findings may be specific to the Chinese market and the particular retail context studied.
Is there evidence that customer journey affects design outcomes?
The research proposes a framework that uses customer journey mapping and personas to improve the experience of shoppers at a new retail store, covering their interactions before, during, and after their visit. Understanding and optimizing the entire customer journey, from initial awareness to post-purchase reflection, Source: International Journal of Academic Research in Business and Social Sciences (2021).
Where does this first-store design research apply?
Retail industry, specifically first-store design concepts in China. It sits within innovation & markets research on designdex.org.

Related research topics

customer journey design research · evidence on customer journey · does customer journey improve design outcomes · first-store design studies for designers · customer journey and first-store design findings · innovation & markets research evidence