Selecting a Store to Visit

Introduction

This video illustrates how customers compare different retail locations to make choices around which competitor to choose. The video shows a set of competitors who have placed their stores in a geography and how proximity to the customer’s location increases the chances they will visit. 

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  • You can now see the competitors. You can see the meshes surrounding each competitor representing how attractive this store location is to the surrounding customer base.
  • We have our customers spread throughout the market. Each belonging to different segments. Each segment with its own preferences.
  • Now, let’s take these preferences and see how well our competitors delivered against them.
  • Think about customers who live along this 30 mile gold line. What are the shopping options available for them? How does convenience change based on where the blue competitor puts their stores?
  • Let’s look at this Customer. How well did our competitors deliver for them? Green is really far away and inconvenient. Red is a bit better. Yellow is worse than Red. But Blue? Blue is right next door—blue is our winner.
  • Chances are, this customer will visit Blue.
  • Now, let’s go for a visit. We’ll  bring along our Customer Experience Score Card and follow this customer along their Journey to see what it’s like to visit one of Blue’s stores.