User Research in Retail – Big and Small

Group 06, User Research, WS1819
Customer Interview in the bookstore Buch und Bohne


Our first interview was at “Zweirad Stadler”, a large bike shop that offers bikes for testing in the shop before purchasing. The interview revealed that this field needs local stores, and combining them with digital offers can present a great benefit.
The bookstore “Buch und Bohne” is in a similar position. We observed a very personal relationship with customers, which is an integral part of the “café meets bookstore” concept. Contrary to logistics, for example, personal advising of customers can only be digitalized to a certain degree.
Similarly, a small vinyl shop called “Best Records” focuses on personal advice and the owner does not deem digitizing anything beyond his basic web presence relevant.

In contrast, “Sportscheck” and “Sport Förg” have long digitized all processes concerning e.g. logistics, warehouse management, cash registers and customer acquisition – every customer has his own unique account, collecting relevant data. All staff has access to these accounts, enabling ideal advising of the customer. Sport Förg also offers workshops, discount campaigns, and a ski simulator to attract customers.

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