Contact CXperts
E-commerce & RetailCX Insights
Yankee Candle · Newell Brands

CXperts heads to Yankee Candle for in-store user interviews

How two days of in-store interviews with 17 customers and 5 employees showed Yankee Candle how to connect its store and online experiences.

Headline result
30+
insights and recommendations across channels
Client
Yankee Candle (Newell Brands)
Industry
Solutions

The challenge

Yankee Candle, known for beloved candles and home fragrance products, can be found nationwide at hundreds of company-owned retail stores and authorized retailers, and is committed to optimizing its multi-channel (online and in-store) experiences.

Customers want a seamless, consistent experience across every channel. Although CXperts is largely focused on the digital channel, it collaborated with Yankee Candle’s UX team on a series of in-person interviews, to understand how in-store and online shopping interact and to uncover areas of improvement across channels.

By the numbers
2
New Jersey Yankee Candle store locations
17
customers interviewed
5
store employees interviewed
30+
UX recommendations

How CXperts helped

01

Customer interviews in two stores

Over two days, the CXperts team interviewed 17 Yankee Candle customers in store, using semi-structured, 1-on-1 proctored interviews at two store locations. The interviews focused on how shoppers perceive in-store versus online shopping, to understand customer behavior in different shopping environments.

02

Conversations with store employees

With 5 store employees, the team discussed customers’ ability, willingness and affinity toward online shopping; the pain points they see customers face; and areas for integration between in-store and online shopping.

In-store interviews

Interviews took place at two Yankee Candle stores in New Jersey.
“[CXperts identified] opportunity areas in our customers’ journeys and digital experiences to further optimize. CXperts was instrumental in ensuring our UX research insights were actioned upon.”
Duc Trinh, UX Architect, Newell Brands

The results

CXperts compiled and analyzed all interview findings to produce 30+ insights and corresponding recommendations, along with three UX artifacts: customer personas, a customer group trait analysis and an in-store shopping customer journey map.

Key insights covered in-store shopping, online shopping, personalization, rewards accounts, notifications, promotions and sales, and buy online, pick up in store.

By researching from an omnichannel perspective, this work helped Yankee Candle’s e-commerce and digital insights team understand how to improve online experiences to ease in-store difficulties, optimize digital experiences that overlap with in-store actions, and inform initiatives that can increase customer loyalty, retention and conversions.

Related stories

All client stories

Want to be our next success story?

Get In Touch