Our work with a major high street retailer involved reviewing the shopper's experience in their flagship stores. A specific element of the brief was to address the customer's orientation and progression around the store and how this was affected by in-store design and communications.

Working in conjunction with a leading graphic designer, we visited various stores, acted as mystery shoppers, observed behaviours, and took photographs and video recordings. These highlighted confusion that faced shoppers when they entered the store and the difficulty they had in finding what they were looking for.

The recommendations were for a revised store design which enhanced the overall experience of the brand, differentiated specific retail areas in a more compelling way, and embedded a novel way of setting out in-store communications to provide clarity for customers from initial entry to the stores and from any point, once inside.