Case Studies:
Ann Taylor | Kraft Foods Inc./Oscar Mayer | Comcast | 3M/Post-it ®
the client: Ann Taylor
the need: Brand Behavior Research
In-Store Research Study
the solution:
Ann Taylor, a leading clothing retailer, retained BrandClarity to conduct a consumer behavior study in their stores. Ann Taylor wanted to learn more about their customers’ shopping patterns, purchase motives and in-store experiences. BrandClarity collected behavioral and attitudinal research in Ann Taylor and Loft stores in four major metropolitan markets: Boston, Dallas, Chicago and the District of Columbia. Ashton’s research team used tablet PC’s to record consumer shopping patterns by tracking the consumers’ movements throughout the various sections of the store. While tracking the shoppers, the researchers simultaneously observed and recorded the customers’ interactions with the merchandise, displays and signage. In order to gain more in-depth information about shoppers’ purchase motives and experiences in the store, Ashton’s research team conducted surveys on the same shoppers that the observational data was gathered from. At the conclusion of the project, BrandClarity was able to give recommendations for improving various elements in Ann Taylor stores.
