Elevating sales and customer experience in a beauty salon’s new web store
Oasmaa, Suvi (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024061523438
https://urn.fi/URN:NBN:fi:amk-2024061523438
Tiivistelmä
Digitalisation has moved retailers into online platforms where customer experience has become increasingly important. Especially for small entrepreneurs, the market is competitive. This thesis focuses on the optimisation of a beauty salon’s recently launched web store, with the intention of increasing sales and elevating customer experience and loyalty.
The research utilises service design principles by interviewing the salon’s current clientele to get insights about their online shopping behaviour and observations to identify the development areas in the current web store. The findings are validated with a quantitative survey for a target group audience. The research is supported by benchmarking, statistics about online shopping and theory of customer experience and loyalty.
According to the research the web store navigation, product descriptions and so-called social proof where the most significant factors in online shopping. These were at a good standard but could be further developed with layout changes, cross-selling opportunities, and engagement features. For continuous improvement, giving feedback should be accessible during the customer’s journey. The most appreciated benefits in loyalty programs were discounts and free deliveries which can be included in a ready-made solution or as targeted marketing and rewards which could be executed manually as well. The commissioner will have the authority to decide on the implementation of the made suggestions.
The research utilises service design principles by interviewing the salon’s current clientele to get insights about their online shopping behaviour and observations to identify the development areas in the current web store. The findings are validated with a quantitative survey for a target group audience. The research is supported by benchmarking, statistics about online shopping and theory of customer experience and loyalty.
According to the research the web store navigation, product descriptions and so-called social proof where the most significant factors in online shopping. These were at a good standard but could be further developed with layout changes, cross-selling opportunities, and engagement features. For continuous improvement, giving feedback should be accessible during the customer’s journey. The most appreciated benefits in loyalty programs were discounts and free deliveries which can be included in a ready-made solution or as targeted marketing and rewards which could be executed manually as well. The commissioner will have the authority to decide on the implementation of the made suggestions.