MAPPING THE OMNICHANNEL GUEST JOURNEY

As a customer-centric organization, our client in the activewear, loungewear and footwear retail space has a strong strategic vision and is focused on delivering a unique brand experience across its channels. For example, from mobile web, to downloading the app, to visiting a store. While teams across channels had a very deep understanding of customer experience within these platforms, the organization had not taken a macro, holistic view to assess how guests moved across these platforms.

Spatial began by working with multiple teams to uncover the common guest pathways across retail and digital channels. We then helped establish a KPI system to benchmark omnichannel UX and CX and carried out studies to validate this framework and build out data following the recommended metrics. We were quickly able to see patterns and address issues through iterative research and design and have continue working with our client to further improve the guest journey and internal collaboration.

ALIGNING DIGITAL PRODUCTS TO CORPORATE NORTH STARS

Building on this initial work, Spatial partnered with our client to engage digital product staff in a series of interactive workshops custom-designed to bring together previously disparate groups (such as user research, voice of customer, and product development) to outline ways they could work together to achieve strategic goals.

These workshops were informed by a deep dive into current internal processes, pain points, and desires and resulted in the co-creation of a shared KPI framework for staff across the global, digital, omnichannel, guest services org. While all staff were aware of their unit’s larger goals, many struggled to understand exactly how their work fit in and stacked up against those targets. These sessions allowed staff the time and space outside of their day-to-day tasks to explore how they could be doing their job even better.

By gathering all units together, Spatial was able to facilitate staff in drawing connections between multiple lines of work and ways of tracking success. The framework developed from these workshops was then implemented for ongoing measurement and enhancement of the client’s web, mobile, and app customer experience.

OPTIMIZING RETAIL TECH PROCESSES

In-store tech is crucial to the omnichannel retail experience from both a guest and staff perspective. It powers everything from checkouts to online order pickups and facilitates store-to-store communications and shipments. And, with a wide variety of store types and sizes, retail tech is constantly evolving.

Spatial has helped the retailer refine their processes for enabling retail tech from definition to delivery by engaging teams across roles and functions. We began by building on our previous work in the omnichannel experience and further interviewing key stakeholders in the retail stream to provide some background systems analysis of how retail tech fits together to support store staff and guests.

We then hosted co-creation sessions with researchers, designers, developers, product managers, and retail leaders to design the desired future state for more efficient, collaborative, and aligned processes, validation, and measurement. This framework is now used to guide decision making throughout the technology lifecycle by asking a series of questions to ensure that each stage matches up with strategic goals. This approach helps create a cohesive and efficient tech ecosystem within the overall retail environment.

AN EXCELLENT EXPERIENCE FOR TEAMS AND GUESTS

Our ongoing partnership with the retailer has focused on enhancing both their internal collaboration and customer experience. The framework approach ensures teams are more connected to corporate strategy and guests are supported across their journeys.

By building on research and engagement over multiple months and years, Spatial has provided our client with a strong foundation to grow on their own and with the continued support of a trusted partner.