STARBUCK’S Shopper Research Project

Starbuck’s wanted to know more about how their stores are shopped, in order to develop a vision for the store of the future. We developed a methodology, which combined observational and qualitative techniques including film tracking, intercept customer interviews, customer focus groups, staff interviews and mystery shopping. The output of which, was a thorough understanding of the shopper journey through UK retail stores.

The research was conducted in three different store formats, and across four customer profile types.  The findings and insights were used to help inform initiatives including store format development, marketing communications, customer service and food attachment. The study was the first of its kind globally and the intention is for this model and strategy to be taken across to the United States.