18 December 2024 Elena Toniolo
Journal of Experiences
In an increasingly competitive beauty market, the in-store experience becomes crucial for success. KIKO Milano, a leading cosmetics brand, has embarked on an innovation journey by directly involving their customers.
The importance of listening in cosmetic retail
In the dynamic world of cosmetic retail, carefully listening to customers’ needs and desires is essential for creating memorable experiences. KIKO Milano understood the importance of this approach, commissioning a comparative study to analyze the effectiveness of a new store format compared to existing ones.
This research goes beyond data collection, aiming to understand the emotions, expectations, and perceptions of people entering KIKO stores. The objective is clear: to guide the development of new retail locations to ensure the best possible experience.
Qualitative interviews: a powerful tool for improvement
To conduct this investigation, we adopted structured interviews, a qualitative research technique that captures nuances and details often missed by traditional quantitative methods. This approach reveals not only behaviors and opinions but also their underlying meaning.
The interviews, conducted in collaboration with KIKO, involved customers from both store formats. The carefully developed questionnaire script included both closed and open-ended questions, allowing exploration of both concrete aspects and subtle dimensions of the shopping experience.
This research method proved particularly effective in capturing customers’ emotional nuances and subjective perceptions, crucial elements for fully understanding the impact of store design and space organization on customer experience.
From feedback to strategy: how KIKO optimizes customer experience
The analysis of collected feedback revealed important strengths and areas for improvement for both store formats. These results provide KIKO Milano with a solid strategic foundation to optimize future retail locations, aiming to further elevate customer experience and strengthen brand connection.
The research highlighted how small details can make a significant difference in overall store perception. From lighting to product placement, from navigation ease to staff interaction, every element contributes to creating a unique and memorable experience.
KIKO Milano is using this valuable information to guide the evolution of their retail spaces. The approach demonstrates how active listening and direct customer involvement are fundamental in creating environments that not only meet practical needs but also resonate emotionally with the audience.
In conclusion, this research represents a concrete example of how attention to people and their experiences can translate into effective business strategies. By listening carefully and observing closely, KIKO Milano is shaping the future of cosmetic retail, creating spaces that are not just points of sale, but true places of discovery, expression, and connection for their customers.