Defining the Dream Wireless Retail Experience: Industry Research Report

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Defining the Dream Wireless Retail Experience

Published Date: December 2006

Published By: Consumer Electronics Association

Order Code: R265-190

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Table of Contents

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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

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