The challenge: Optimize usability and pre-dispose consumers to use
Walgreens needed a resource that could integrate the best in user experience, retail environmental design and in-store customer communications. Graphica’s challenge was to deliver in all three areas, optimizing customer checkout flow, preparing customers for introduction of the systems and encouraging them to use self-checkouts once they were installed.
Our solution: Research, respond and educate
We conducted intercept interviews with customers immediately after their in-store experiences. Their insights guided us in creating an easy checkout flow, including the slight angling of stations to provide desired privacy. It also revealed that different customer types would have differing levels of acceptance, from immediate comfort to complete resistance, indicating the need for more aggressive education and support efforts. These ranged from pre-launch bag stuffers to employee “brand ambassadors” stationed in the checkout area during the transition period. The program included customer service training for employees, as well as a full complement of in-store signage and wayfinding – all unified by a Graphica-created name and look.
Walgreens enjoyed a smooth transition to more time- and cost-efficient self-checkout lanes, while its consumers enjoyed a consistent, convenient and satisfying brand experience…the kind that will keep them coming back.