The document discusses consumer experience in the retail industry, specifically technology retail. It defines consumer experience as the sum of all experiences a consumer has with a business over the course of their relationship. Key phases of the consumer experience are awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy. The research conducted qualitative and quantitative surveys with consumers of Reliance Digital and competitors to identify the key parameters that define a positive consumer experience in technology retail. These parameters include ambience, pre-purchase support, product and pricing factors, and post-purchase support. The research also compared consumer experience ratings for Reliance Digital and Croma stores across these parameters.

1. Consumer & Brand Experience
beyond Brand Communications
………….

2. What really is Consumer Experience ?
Consumer experience is the sum of all experiences a consumer has with a
business, over the duration of their relationship. From:
• Awareness
• Discovery
• Attraction
• Interaction
• Purchase
• Use
• Cultivation
• Advocacy
It is an integral to Retail Marketing …………and now practically entails all
Brands ….in the Era of “ Experiential Marketing “ ……..

3. Consumer Experience Model – Retail Industry
Experience Dimensions
Accountability
Accessibility
Reputation
Employee
Empowerment
Flexible
Personal Attention
Responsivness
Functional Dimensions
Service Delivery
Service Quality
Consumer
Experience
If positive
Repeat/Loyal
consumers

6. •
At Reliance Digital, you get to touch, try and feel every product before
you make your decision.
•
The specially designed Experience Zones (for high-end entertainment
systems like home theatres, televisions, home and car music systems)
simulate exact conditions to familiarize you with your product.
•
The trained staff will be only too happy to understand and advise on the
optimum choice of products meeting your needs.
•
What more, Reliance Digital is backed by Reliance ResQ, the service arm
that is available for support all 7 days and fully geared to provide end to
end solutions.
•
For more information, log on to www.reliancedigital.in

7. Retail Research to Identify the
construct of Consumer Experience
parameters in a Technology Retail
Context

8. Consumer Base
Purpose
The research was done by a combination of Qualitative &
Quantitative research
QUALITATIVE
SURVEY
To find out and list
down the
Parameters defining
Consumer
Experience
EXPERT GROUP
DISCUSSION
To form a
Hypothesis on the
Ranks of the
Parameters of
Consumer
Experience
QUANTITATIVE
SURVEY
(i) To test the
Hypothesis formed
after the Expert
Group Discussion
(ii) To assign
Weightages to the
parameters
COMPARITIVE
STUDY
To evaluate the
Consumer
Experience Score for
RDRL Store vis-à-vis
Croma and identify
the areas for
improvement
RDRL:
Exit Interviews – 70
Home Interviews –30
Croma:
Exit Interviews – 15
Vijay Sales:
Exit Interviews – 15
RCP Staff :
(at 4A-Business
Center, RCP)
RDRL
Questionnaire
Survey inside
the Store
RDRL:
Exit Interviews – 27
Croma:
Exit Interviews – 30
Vijay Sales:
Exit Interviews – 11
130
9
100
68
Consumer Profile
Age:
Between 24 – 55
years
Age:
Between 24 – 55
years
Age:
Between 24 – 55
years
Age:
Between 20 – 55
years
Gender:
Male – 119
Female – 11
Gender:
Male –
9
Female – 0
Gender:
Male – 92
Female – 8
Gender:
Male –
67
Female – 1
Marital Status:
Married – 78
Unmarried – 52
Marital Status:
Married –
7
Unmarried – 2
Marital Status:
Married – 72
Unmarried – 28
Marital Status:
Married – 59
Unmarried – 9
Occupation:
Service – 108
Business – 22
Occupation:
All RCP Staff
Occupation:
Service – 88
Business –12
Occupation:
Service – 56
Business – 12
•The approach adopted was to
carry out first a Qualitative Survey
which would identify the
parameters, follow it up with a
group discussion to arrive at a
hypothesis for the ranking.
•This was then followed by a
quantitative survey which led to
assigning weightages for each
parameter.

9. The key parameters of Consumer experience in a
technology/digital store are as follows
 Ambience
•
•
•
•
•
•
•
Store is Huge
Store is Spacious/ Not too Crowded
Store is Beautiful/ Good Décor/ Music
Store is Neat & Clean
Store is Bright & well lit
Store has Good Displays
Store is Well Organized (Products are at their proper logical place)

10. The key parameters of Consumer experience in a
technology/digital store are as follows
 Pre Purchase Support
•
•
•
•
Staff is Courteous
Staff is Friendly
Staff is Helpful/ Co-operative
There is enough staff to attend/ Got immediate and proper attention
by SA/ SA have knowledge
• Processes are quick (Billing etc)

11. The key parameters of Consumer experience in a
technology/digital store are as follows
 Post Purchase Support
• Delivery was on time (as preferred by the customer)
• Demonstration is on time and it was conducted properly
• Installation was on time, without hassles and was done by
experienced persons
• Repair/ Servicing/ Replacement is done at the store itself
• Complaint Handling Practice is simple and efficient
• Commitments are kept

12. The key parameters of Consumer experience in a
technology/digital store are as follows
 Product & Pricing
•
•
•
•
•
•
•
•
Availability of product details
Freedom to Touch & Feel
Transparency/ Fairness
Competitive Prices
Promotions & Offers
EMI Facility
Choice of Brands/ Models
Assortment of Products

13. The key parameters of Consumer experience in a
technology/digital store are as follows
 Other facilities
•
•
•
•
•
•
•
•
•
Restrooms are properly marked
Escalator/ Lift is provided
Facility is provided for old people to sit and relax
Games are provided to engage children while the parents shop
Old People are offered water
Online Order/ Phone Order can be placed
Proper Packaging is provided (not a carry bag)
Locational Convenience
Good Parking Facility

14. Consumer Experience in the Technology Retail Context
Overall 8 key Broad Parameters …
1.
2.
3.
4.
5.
6.
7.
8.
Choice of Brands/Models
Assortment of Products
Freedom to Touch and feel
Promotions & Offers
Competitive Prices
Locational Convenience
In store Ambience
Pre Purchase Support

15. Reliance Digital vs Croma ratings
CONSUMER EXPERIENCE RATING
6.51
7.13
Consumer Experience Index
8.30
Freedom to Touch & Feel
5.87
6.47
Promotions & Offers
Parameters
9.20
7.73
8.43
Locational Convenience
8.00
Ambience
Croma
9.53
7.07
7.10
Choice of Brands/ Models
7.73
Pre Purchase Support
8.97
6.60
7.13
Competitive Prices
7.80
8.17
Assortment of Products
0.00
2.00
4.00
6.00
Average Rating
8.00
10.00
Reliance Digital

16. How external facade appears to the consumers

17. EndCap Display & Merchandizing

18. Easy Navigation from one floor to another

19. Vibrant Colourful exteriors

20. Reliance Resq Delivery

21. Easy cash counters

22. Accessory selling

23. Product SBU‘s clearly Identified

24. Consumer friendly product merchandising

25. In Store Activations & events

26. LCD display – Wide Range

27. Home theatre experience for the customers

29. We care ……

30. ATL – Press AD: promotions & offers

31. www.reliancedigital.in

32. Peshwa Acharya
Contact – 93211 41038
Peshwa.expert@gmail.com