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Defining the Dream Wireless Retail Experience

Product Type: Market Research Report
Published by: Consumer Electronics Association
Published: December 2006
Product Code: R265-190
Description
Previous CEA consumer research found only 39% of in-person wireless purchasers were ‘very satisfied’ with their buying experience. With the goal of unearthing strategies to improve this statistic, CEA market research undertook two qualitative consumer research studies employing different methodologies. This two-pronged approach included: In-depth interviews of recent retail wireless purchasers, and on-line journals by consumers shopping for wireless handsets at retail. This research measured the thoughts, feelings, attitudes, behaviors, reactions and opinions of real consumers as they experienced the wireless retail environment in their quest to buy a new handset. Look to this three-part report to understand how consumers define the dream wireless retail experience.

Part I provides in-depth analysis from the in-depth interviews.
Part II provides in-depth analysis from the online journaling.
Part III ties the two qualitative studies together and truely defines what the dream wireless retail experience is and how retailers can realize it for their customers.

Please Note: CEA Members should consult the organization prior to purchasing a report from MarketResearch.com. Any orders processed through this channel are non-refundable.
Table of Contents

Part 1




Background and Methodology

Respondents

Key Findings

Detailed Findings

I. Background Information on the Wireless Retail Experience

II. Positive Elements of Wireless Retail Experiences

a. Excellent Product Availability and Selection

b. Accessible Displays

c. Knowledgeable Service

III. Negative Elements of Wireless Retail Experiences

a. Poor Product Selection and Availability

b. Issues with Service

IV. Notable Differences in Store Types

V. Literature

VI. Accessories

VII. Defining the Dream Wireless Experience

a. First Interaction

b. Expectations of Service

c. Service on Demand: The PAC Approach

d. Product Displays

e. Product Availability

f. Speedy Activation and Checkout

g. Demonstration and Explanation of Phone

VIII. Bringing It All Together - The Total Dream Experience

Conclusions

Profiles




Part 2




Background and Methodology

Participants

Introduction

Key Findings

Detailed Findings

I. The Wireless Retail Experience: An In-Context View

II. Two Kinds of Purchasers

III. Influencers

IV. The In-Store Experience

V. Characteristics of Positive and Negative Retail Experiences

VI. Designing the Ideal Phone Store: An Illustrated Look

VII. Memorable Shopping Experiences

Appendix A: Participant Profiles

Appendix B: Complete Phone Store Designer Activity Responses
Ordering and More Information
Price and Delivery Options


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