In tandem: consumer & retail research
An essential prerequisite for the successful development and implementation of new products or services as well as sales and marketing strategies is a comprehensive understanding of (potential) customers. Companies should closely examine the key needs of their customers in order to adequately meet them and obtain a clear competitive advantage. This is where the "Center for Consumer Insight & Retail Excellence" steps in.
Questions that inspire us
In order to develop relevant insights for practice, we address the following types of questions across all industries:
- Digitalization in retail: How are new technologies (e.g., service robots) influencing the retail shopping experience?
- Trends in shopping behavior: How and by what means does consumer behavior in a particular industry (e.g., apparel) change over time?
- Successful omni-channel marketing: Which factors contribute to a seamless customer experience and how can companies measure the performance of their omni-channel strategy?
- Emotional brand management: How can emotional relationships between consumers and brands be nurtured and shaped in order to strengthen a brand and differentiate it from the competition? To what extent do certain emotions and feelings towards brands influence consumers' purchasing decisions?
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Study series: Ernsting's family Fashion-Retail-Studie
The Ernsting's family fashion-retail-study series is designed to analyze the purchase behavior of German consumers in the fashion industry over several survey periods in the near future. In addition to the topics of sustainability and innovative technologies in retail, the first edition of the fashion-retail-study, published in July 2021, deals with the effects of the coronavirus pandemic on the shopping and consumption behavior of consumers. Within a deep-dive, this report further examines how customers perceive sales representatives in stationary retail with mouth-to-nose coverings.
Selected publications
Over the last years, we have already been able to generate a large number of valuable insights for practice. Feel free to browse through a selection of publications.
Knowledge transfer
We are happy to share our insights from consumer & retail research and look forward to a professional exchange with you!