Customer experience v bezobalových obchodech

This thesis analyses the customer experience in newly created stores, that primarily offer all kinds of products without excessive packaging. These stores are usually called „zero waste “and they are popular amongst individuals who are trying to live a zero-waste lifestyle by minimizing their waste in every possible way. The main aim of this thesis is to evaluate the current customer experience in the zero-waste store Nebaleno which is based in Prague. Based on the results from primary research suggestions on possible improvements of current customer experience practices are presented as well. Primary research is based on results from an on-line survey which was set up in order to have a better understanding not only of the specifics of zero waste shopping, but of the key touch points and motivations of costumers who frequent this type of store. As a complement to the survey, qualitative observations have been carried out in the store Nebaleno. A complex map of the current customer journey has been set up based on these results. Data was also collected through an online opinion poll of the target group which was later used to calculate the Net Promoter Score (NPS) which indicated whether the customers are satisfied with the current offer and whether they would recommend Nebaleno to their close friends and family. Despite the fact that Nebaleno has not implemented a customer experience strategy, it scored a very good result in the NPS calculation which indicated that the customers are overall satisfied with the offer. This thesis is one of the first comprehensive paper on customer experience in zero waste stores and can act as a source of inspiration not only to the owners of Nebaleno but also to anyone analyzing customer experience in such a specific retail environment.