A software solution for measuring customer experience in-store of a grocery retailer

Abstract: The technology of today enables several alternatives to obtaining food in physical stores, such as home deliveries of groceries or take away deliveries. Traditionally grocery retailers have focused primarily on products, but as time changes and customer values shift, grocery retailers must focus on customer experience to establish a relationship between the company and customers to stay competitive on the market. The aim of this study was to investigate what data are required, and where in-store these data should be collected, to draw conclusions about customer experience in a grocery store. Furthermore, to investigate how the graphical user interface of an application collecting that data in-store in grocery stores should be designed and evaluate the usability of the produced proof of concept-application in terms of subjective satisfaction. The implementation was done iteratively, where the first set of requirements were based on a literature study and contextual inquiry, and the other prototypes were evaluated through user testing and interviews. The final high-fidelity prototype was evaluated by the System Usability Scale. The study defined customer experience as the cognitive experience, the affective experience, the social experience, and the physical experience. Data on each of these aspects should be collected to measure customer experience and will give an indication about the  customer experience in the store. Measurement should be done on one of the touchpoints identified in the study. The application created was a usable system according to the SUS evaluation but may not be extensive enough to replace all other measurements, and a mix of techniques should be considered.