Omnichannel Research

Omnichannel research tracks user behavior to design seamless, consistent experiences across digital, physical, and human touchpoints.

Usability Sciences

May 2, 2025

E-commerce

Omnichannel Research

Omnichannel research tracks user behavior to design seamless, consistent experiences across digital, physical, and human touchpoints.

Usability Sciences

May 2, 2025

E-commerce

Back to Case Studies

A major arts & crafts retailer wanted to know

What are the friction points in our omnichannel experience?

Objectives

Conduct End-to-End research to:

Map primary customer journeys & friction points.

Identify ways to encourage greater engagement with novices.

Provide insights to convert single channel to omnichannel customers.

Improve the efficiency & effectiveness of the website.

Research Plan

1

Focus Groups

Understand the customer journey for event planning & crafting.

1

Focus Groups

Understand the customer journey for event planning & crafting.

2

Usability Sessions

Identify friction points on website and app properties.

2

Usability Sessions

Identify friction points on website and app properties.

3

In-Store shopalongs

Understand how devices and in-store signage impact the in-store experience.

3

In-Store shopalongs

Understand how devices and in-store signage impact the in-store experience.

4

Online survey sessions

Understand customer behaviors and preferences.

4

Online survey sessions

Understand customer behaviors and preferences.

The thing that bothers me the most is when you think the store has X number of product, but you get there and then they don’t have it in stock. So now you have to go to another store.

Key Learnings

Customers greatly influenced by social media, how to videos and images, which are essential to the inspirational phase of the experience.

Operational differences between in store and online teams cause friction points in customer journey.

Buy online/pick up in-store seen as a major advantage over Amazon, but also a point of frustration when inventory is inaccurate.

In-tire app usage negatively impacted by lack of awareness inaccurate information, misconceptions, & wifi weakness.

Results

Researchers uncovered the following opportunities:

1

Engage Early

Via social media, crafting sites, videos. blogs and highly ranked images.

1

Engage Early

Via social media, crafting sites, videos. blogs and highly ranked images.

2

Align the online & in-store experience

Inventory availability, accuracy and ease of returns.

2

Align the online & in-store experience

Inventory availability, accuracy and ease of returns.

3

Improve UI

Navigation, find-ability of feature, and messaging.

3

Improve UI

Navigation, find-ability of feature, and messaging.

4

Improve in-store experience

Signage, in-store help, price matching messaging, in-sore WIFI and map.

4

Improve in-store experience

Signage, in-store help, price matching messaging, in-sore WIFI and map.

usability

sciences

Ready to get your project moving?

Get started →

usability

sciences

Ready to get your project moving?

Get started →

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Services

Clients

About

Participant

Contact

Address

511 E. John Carpenter Fwy #500

Las Colinas, TX 75062

Cookie policy

Services

Clients

About

Participant

Contact

Address

511 E. John Carpenter Fwy #500

Las Colinas, TX 75062

Cookie policy