01
Client context
The retailer had invested in stores and digital separately, and customers reported inconsistent experiences.
02
Business challenge
The business needed to know which omnichannel journeys mattered most and where they failed.
03
Research objective & questions
Map omnichannel journeys and prioritise experience improvements.
- How do customers combine stores and digital channels when shopping?
- Where does the experience break down?
- Which services — click-and-collect, returns, stock checks — matter most?
- How does experience affect loyalty?
04
Methodology & approach
- Customer IDIs
- Omnichannel shoppers.
- Mystery shopping
- Store and digital journeys.
- Customer experience survey
- Satisfaction and drivers.
- Store staff interviews
- Frontline perspective.
05
Sample & geography
- ~20 customer IDIs
- ~30 mystery shops
- ~1,200 survey respondents
- Geography — India (metro cities)
06
Key findings
- Returning online purchases in store was the biggest frustration.
- Customers checked stock online before visiting, but data was unreliable.
- Store staff lacked access to online customer information.
- Loyalty members expected recognition across channels.
07
Business implications
- Simplify in-store returns for online purchases.
- Improve store stock accuracy online.
- Give store staff access to customer and order information.
08
Outcome
The retailer received an omnichannel journey map and prioritised improvement plan.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.