November 12: Using design to improve the customer experience

When shoppers complained about being pestered by sales associates asking if they needed in-store assistance, Sephora had an easy solution.

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Source: RetailWire
Published: November 2019

Using design to improve the customer experience 

What do you do if some customers want one consumer experience, and others are seeking something different? 

Savvy businesses can take Sephora’s lead and use design to solve similar customer experience problems. When shoppers complained about being pestered by sales associates asking if they needed in-store assistance, Sephora had an easy solution.

Shoppers, at least in some European markets, are now offered two basket options at the front of the store: a red one indicating “I would like to be assisted” and a black one indicating “I would like to shop on my own.”

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