Health & Beauty Retail

Purchase Journey Case Study


An emerging competitor in the beauty retail category needed a better understanding of in-store navigation and the role of the in-store salon relative to the overall experience.

Research Design

Russell Research designed an in-store shopalong program conducted in multiple markets among both store and salon customers. A mix of assisted and mobile research methods were used to understand both pre-shop planning, the in-store experience, and how differences impacted store navigation, the shopping experience and customer satisfaction.


The research identified drivers of the visit, key navigation paths and barriers, the role of in-store signage, opportunities to further engage consumers, and emotional involvement with the brand. Subsequent changes were planned based on the results of the research, both in store navigation/signage and communications.