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Improving The Experience For Retail Customers

Gelotology for A.S.Adventure. E-commerce is forcing the entire retail sector to rethink bricks-and-mortar stores more critically. A.S. Adventure asked Gelotology to find out how people feel in their store and then to improve on that experience wherever possible, within the adventure-based vision of A.S. Adventure.

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‘Het Pasbosje’ Fitting Area

Challenge

Long queues at the fitting rooms create frustration. Especially when you want to try something on that doesn’t actually need a fitting room, but just a discreet area somewhere in the store.

Approach

Gelotology observed how people behave when trying on clothes in a store.

Solution

Gelotology came up with and developed ‘Het Pasbosje’ – an open area of the store masked by a bush, behind which you can try on clothes with the necessary privacy while at the same time smiling at the other customers in the store.

Kids’ Corner

Challenge

A.S.Adventure has a tree-house where parents can leave their children to watch a cartoon while they shop. However, it is all rather passive and stands at odds with the company’s adventurous philosophy.

Approach

Studies of the literature and observations in various stores showed us that there had to be a better answer.

Solution

Gelotology has now created and developed various interactive installations located throughout the store. This means that children can still stay close to their parents, yet continue to be entertained. The installations are also educational, with children able to learn how to fish or make a campfire. This educational touch fits in totally with the values of A.S.Adventure.

Gift Cards

Challenge

Gift cards are a successful product in most stores. But the somewhat impersonal nature and content of a gift card tends to create a negative experience for both the buyer and the person receiving the card. The challenge was to create a better gift voucher that had no impact on the current cash register system.

Approach

Gelotology researched the world of gift vouchers and the psychology behind the buying and receiving of gifts. Conclusion: the more personal and ‘nicer’ the gift voucher, the more it is perceived as being ‘original’. To create the type of gift voucher needed, a search was begun to find a solution that fell within the cost limits per customer and without having an impact on the cash register system.

Solution

Gelotology developed a new sort of voucher that is fun both to buy and to receive. A.S. Adventure’s gift cards are made from pine and feature funny, theme-based cartoons. From good intentions to declarations of love: everyone can find something that applies to the person they want to give the gift to. For the 2nd year in a row, the new gift cards have enjoyed success in terms of human experience and sales.

Service design is an essential tool in the toolbox of any organisation. It has the power to change people’s behaviour, increase customer satisfaction and loyalty and make your organisation stand out from the competition. We will be happy to talk with you, obligation-free, about where Gelotology can make a difference in your organisation.

Frederik Cuyvers
Client Service Director
+32 496 27 24 73
frederik@gelotology.com

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