Improved shopping experience and unlocked 5M€ in additional revenue
During the trial period, 70% of the shoppers said they felt less stressed during their experience and 90% said they would be spending more time in store and would return more often to shop as a result.
For the stores involved in the service design project and in the commercial pilot, the total incremental revenue impact was as high as 678 000€ per year. Based on the improved customer experience and the new solutions, Musgrave estimates an incremental revenue of 4.84M€ annually to be achieved as a direct result of the work.
The pilot also enticed parents to shop earlier in the day, shifting footfall for times between 9 am and 12 pm from 22% to 26%, which helped the store provide a better experience at quieter times and maximise their resources in store.
The results piqued interest internally within the organization and created momentum for a shift towards more customer-centric development.
The Parent VIP Hour concept was awarded 1st place in the Commercial category in Service Design Network awards in 2018.