In this month’s audit, our team decided to focus on the scenario of a small / lower dollar value purchase. The reasoning: for almost all retail shoppers, daily needs present themselves as must haves with short timelines. The in-and-out nature of the quick purchase directly relates to immediate satisfaction (or not) with the accompanying brand perception. For this minimal purchase, we chose the small-ticket item of replacement headphones for a brand name smartphone.
Retail FAIL of the Month: Electronics Superstore