Helping Cartier to develop a memorable new in-store experience


Client: Cartier

The Challenge

The Cartier Retail Innovation Lab had created a prototype tool they named the Aleph, that could showcase beautiful, high-definition, rotating 3D holographic images of pieces of high jewellery that were not physically present in a boutique. Cartier wanted to explore if the concept had potential: Would it create meaningful and memorable experiences? How would it impact the behaviours of customers and boutique sales staff? How could it be improved?

The Approach

We undertook ethnographic qualitative research, live in a boutique, to inform the Aleph’s development. Our researchers travelled to a test store in Chicago to understand the current boutique experience and what changed with the installation of the Aleph.
 The work involved observation both inside the boutique and behind the scenes, intercept interviews with visiting customers and staff, and in-depth 1:1 interviews with a range of valued Cartier clients.

- 60 hours of in-boutique observation
- 80+ in-boutique intercept 
interviews
- 12 in-depth client interviews
- Boutique staff interviews

The Impact

Real experiences uncovered: close observation and testing in a live setting to understand real customer behaviours and the potential impact of the service.

New design insights: strong evidence to guide further design, development and testing.

New service opportunities: fresh ideas for how the technology could underpin a range of services for customers.

Aleph Research Report