Identifying Opportunities: Attitude and Usage in Apparel

Challenge

A prominent national retailer specializing in clothing and home goods recently introduced Amazon Returns desks in its stores nationwide. While the decision was aimed at boosting foot traffic and enhancing customer convenience, the retailer wanted a deeper understanding of how this initiative impacted in-store shopping behavior. Specifically, they aimed to explore the shopper dynamics tied to the Amazon return process, assess the effectiveness of the “buy online, pick up in store” (BOPIS) option, and identify any potential sales conversion opportunities at the returns desk. The retailer needed reliable, data-driven insights to validate the impact of this new service and optimize in-store strategies for increased revenue.

SIVO’s Approach

SIVO leveraged its expertise in quantitative validation to design a comprehensive research strategy. Using advanced geo-fencing technology, we targeted and engaged a highly relevant group of participants — shoppers who had recently visited the retailer’s stores and used the Amazon Returns desk or the BOPIS service. By focusing on respondents within proximity to 1,100 store locations, we were able to collect targeted feedback from customers who had firsthand experience with the return process and in-store services.

The core of our approach was an online attitude and usage survey aimed at gathering in-depth insights into customer attitudes and behaviors. SIVO’s team crafted a series of focused questions that explored:

• Shopper perceptions, motivations and expectations when using the Amazon Returns desk.
• Perceived convenience and satisfaction with the BOPIS service.
• In-store browsing and purchasing behavior after returning an item.
• Potential barriers to additional in-store purchases following the return process.

Using geofencing technology allowed SIVO to precisely locate and engage relevant shoppers, ensuring a high response rate and accurate data from individuals who had interacted with the retailer’s services. This targeted approach provided robust, actionable insights that would help the retailer refine its in-store strategies and maximize the potential of the new Amazon Returns initiative.

Key Findings

The attitude and usage market research uncovered key insights into shopper behavior and preferences, revealing significant trends and opportunities related to the Amazon Returns desk and BOPIS service. SIVO’s analysis highlighted valuable patterns that informed strategic adjustments and operational improvements. These findings offered the retailer a clearer understanding of how the return process influenced in-store sales and shopper engagement, as well as potential enhancements to increase conversion rates. The comprehensive data gathered also indicated areas where customer experiences could be improved, leading to increased satisfaction and repeat visits.

Impact

SIVO’s quantitative validation provided the retailer with critical data, enabling them to make informed decisions and optimize their in-store strategies. By leveraging insights from the research, the retailer identified opportunities to enhance the customer experience, boost conversion rates, and better integrate the Amazon Returns desks with their existing services. Additionally, the study equipped the retailer with a clearer roadmap for future improvements and operational refinements, reinforcing their commitment to customer-centric service enhancements.

How SIVO Can Help

If your business is looking to identify growth opportunities and validate new initiatives through data-driven insights, SIVO can help. Our expertise in quantitative research and innovative methodologies like attitude and usage studies, can uncover actionable trends and drive impactful business strategies. Whether you’re aiming to optimize a new service, enhance customer experiences, or validate strategic decisions, SIVO has the tools and experience to support your goals. Contact SIVO today to learn how our tailored research solutions can help your brand thrive and make informed, strategic decisions.