Jeni’s Ice Cream: Understanding Customer Behavior & In-Store Experience
ABOUT
This project examines the customer experience and operational challenges at Jeni’s Ice Cream through mystery shopping and observational research. Our team conducted in-store observations at two Nashville locations, analyzing how sampling behavior, store layout, and congestion impact customer satisfaction and purchasing decisions.
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Our research revealed that while Jeni’s offers unlimited sampling, many customers hesitated to request multiple samples due to social pressure. Additionally, narrow store layouts and line congestion created discomfort for both customers and employees, affecting overall store efficiency.
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Based on these insights, we proposed strategic recommendations, including proactive sample encouragement by employees, revised store layouts to improve traffic flow, and the use of floor stickers and signage to streamline the checkout process.
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This project highlights the importance of store design, customer psychology, and operational efficiency in optimizing the retail experience for both customers and staff.