Student Turns Retail Research into Store Success

Editor’s note: This story is co-written by Poole College student Sarah Nguyen and faculty member Dr. Eli Typhina, they share a personal account of a unique high-impact experience. Through research, hands-on learning, and real-world application, Sarah gained valuable insights both inside and outside the classroom.

My name is Sarah Nguyen, and I’m a junior studying fashion textiles management, minoring in business administration. Over the past year, I was the marketing analyst intern with ChitChatBoom, a local children’s retail store that inspires playful parenting. During my internship, I collaborated with the shop owner and behavioral researcher, Dr. Eli Typhina, to analyze marketing strategies and consumer behavior through customer interviews and intercept surveys.

To understand customer behavior, we developed interview protocols, mapped customer movement in the shop, and conducted interviews. The behavioral map I created reflected how shoppers moved through the store and how we could best position the shop to engage the most shoppers. I interviewed shoppers, and my initial nervousness about approaching them faded after practicing the protocol with Dr. Typhina. 

With each interview, I gained confidence. My warm greetings and empathetic responses led customers to smile, relax, and share their shopping experience. My interviews included questions about pricing, product selection, and store layout. While some declined participation, I realized rejection is part of research, and I focused on the willing participants who provided valuable data.

Our research enabled us to optimize product displays and make strategic pricing adjustments. For example, some interviewees guessed prices over or under the current prices, which enabled us to make small adjustments to boost sales. We also shifted from individual product displays to bundled displays highlighting how to combine multiple items as gift sets for baby showers and birthdays. We relocated best-selling items to a designated “play area” near the front of the shop, with related products underneath, enhancing customer engagement and product visibility.

Our research also showed the need for more customer engagement, such as shopping and pop-up events, and a larger presence on social media. As part of my work, I reviewed psychology principles from Robert Cialdini’s book Influence: Science and Practice. 

We incorporated two elements: (1) the importance of reciprocity, such as hosting events for families to learn about playful parenting (giving) and where families could purchase products to do so (return on our gift), and (2) social proof, including increasing online engagement so potential customers could see the benefits of products as described by current customers.

At the end of my internship, I drafted a Marketing Insights and Assets Guidebook that included our research findings on strategic pricing and merchandising display and quantitative data, such as the most popular products in the store and the in-person and online shop assets and production processes. This document allows the shop owner to pivot as needed to develop their brand story and increase sales.

I appreciated the opportunity to work with a local business and NC State researcher to gain real-world experience on the direct impact of retail research. I look forward to applying what I have learned about social science and research to drive success in the retail industry throughout my career.