KNOW YOUR CUSTOMER
Give one quantitative and one qualitative method
Quantitative: surveys, analytics
Qualitative: interviews, focus groups
Give 3 factors for choosing a good store location
City size, purchasing power, competition, accessibility, traffic flow, and rental cost
What is one best practice for e‑commerce product pages?
Use high‑quality photos, clear descriptions, and customer reviews
What is the meaning of BORIS?
Buy online, Return in store
What is conversion rate?
A measure of how effectively traffic becomes sales
Why do companies build personas?
To design experiences that match real customer motivations, not internal assumptions
What type of distribution (retail or wholesale) do these stores belong to? Outlet, Duty‑free, Pop‑up
Outlet = Retail, Duty‑free = Wholesale, Pop‑up = Retail
What is one best practice for e‑commerce checkout pages?
Keep the checkout short and simple, make all costs visible, avoid forcing customers to create an account before paying, offer multiple secure payment options...
What is a touchpoint?
A touchpoint is any moment where a customer interacts with the brand, whether online, in‑store, through communication, or via product usage.
What is the difference between customer satisfaction and customer loyalty?
Satisfaction means expectations were met; loyalty means the customer is willing to return, repurchase, and recommend the brand.
What is the purpose of a customer journey map?
To visualize all steps, emotions, pain points, and opportunities across the entire customer’s experience
Why do physical stores reduce returns?
Because customers can touch, try, and evaluate products
Product page exit rate = 48%. Give 3 possible reasons
Nearly half of all visitors who view that page leave the site immediately after, which is considered high and suggests a potential barrier to conversion. Some possible reasons: product details are unclear or incomplete, price or shipping information is missing, unexpected costs, page design feels overwhelming, bad reviews
Which channel is the most used by consumers to contact customer service?
Email (asynchronous, easy to document, and widely accessible)
Bounce rate of 63%: give 3 possible reasons
Slow loading, irrelevant landing pages, confusing navigation, poor user experience (UX) and content quality
What is a “moment of truth”?
A moment of truth is a critical interaction where the brand can significantly improve or damage the customer’s perception
Name the 3 dimensions of service
Product, Place, People
Email open rate = 12%. Give 3 possible reasons.
Poor deliverability (spam), unengaging subject lines, segmentation is too broad or outdated
What actions should a brand take when online sales are growing fast but store sales are declining, and store teams complain that customers “come to try, then buy online”?
Introduce omnichannel services such as Reserve Online–Try In Store, improve real‑time inventory accuracy so customers can find the right size or color in store, enhance the in‑store experience through better service, product expertise, and faster support so the store becomes a value‑adding step, not just a showroom.
What is bounce rate and what does a high bounce rate indicate?
The percentage of visitors who leave after viewing only one page, indicating low relevance or poor experience. It signals misaligned expectations, poor landing page quality, or slow loading.
Why is qualitative research essential? Give an example of a question that can be asked.
Qualitative research uncovers motivations, emotions, frustrations, and decision‑making drivers that quantitative data cannot reveal.
“Can you walk me through the last time you shopped with us and tell me what worked well and what frustrated you?”
“What made you choose this brand over others?”
Store conversion 8% (benchmark 12%), high traffic, low basket size
What should the brand do?
Improve staff engagement, optimize layout, and ensure product availability to convert traffic into sales...
Low engagement on shoppable posts. Give 3 possible reasons.
The content feels too promotional and not native to the platform’s style, the product tags are not visible, not clear, or poorly placed,the audience is not well targeted, leading to low relevance and low interaction
How can a brand ensure consistency across all channels in an omnichannel experience?
By aligning messaging, pricing, service standards, and customer data across every touchpoint. This requires unified CRM, synchronized inventory, shared KPIs, and cross‑channel training so customers receive the same information and quality of service whether they interact online, in store, on social media, or through customer service.
Return rate = 22%. Give 3 possible reasons.
Product information does not match reality, customers misunderstand sizing or features, the product does not meet performance expectations once used