online shoppers, Strategies to Convert Offline Customers to Online Shoppers


  • Project Industry: Retail

  • Functional topic: Digital product innovation

  • Needed support: Full innovation team, consisting of Service Designer, Technologist, Strategy Consultant, Product Innovation expert, with retail market know-how in China, USA, and Europe

  • Duration: 2 months

01. Project objective

In order to increase sales, the client wanted to develop tactics to convert offline customers to online shoppers. From a number of possible solutions the team had to test and recommend a prototype.

02. Approach

The project team initially researched for practices in digital innovation that are in use internationally, that are scalable and that are currently in use.

In a second step, consumer research was conducted, specifically aimed at service design that was design-led.

Building on the research and the insights gleaned from collating the business practices already in use by international companies, the team designed potential solutions that addressed the problem. From the pool of solutions, a short list was put together that contained the most promising approaches. Finally, on the basis of the recommendations, the project team developed a number of prototypes that were put to market as pilot projects. The most successful solutions were identified and pitched to the client’s board of directors for further consideration.

03. Results

The board of directors surveyed and discussed the shortlist deciding to continue the pilot project with an advanced version of the prototype.

04. Feedback

All three concepts appealed to us. We would like to continue working on the prototype and test it in the market.

(Board of Directors)