The Functional Experience

We take a deeper dive into ‘functional’ shopping missions, where customers visit stores with a specific objective in mind. This is where retail started, and research shows that functional missions still account for almost 50% of the reasons people visit shops.
All too often discussions around ‘retail experiences’ focus on the immersive and interactive and forgo the crucial element of the functional experience. We explore how today’s shopper mission is less linear and has developed to cover not only the things a shopper needs, but the things that they want, or think they want. We share how our Retail Experience Framework can help you identify opportunity gaps in your stores, enabling you to provide your customers with a more fulfilling retail experience.