The Context

With more than 300 retail stores across the United States, Boot Barn is spreading its western apparel and workwear faster than a prairie fire with a tailwind. Over the past several years, Boot Barn has desired consumer insights on a variety of topics, and partnered with Illuminology to shed light on these matters.

The Critical Questions

How well do American adults know Boot Barn? What factors influence their likelihood to engage with the brand? Separately, how do customers perceive their experiences shopping at Boot Barn? How can customer shopping experience be improved?

Our Solution

To understand shopping experiences, Illuminology designed and conducted a short survey with shoppers as they exited Boot Barn stores in Texas and then facilitated a large number of “shopalong” sessions in which a researcher observed and asked questions as customers shopped. To assess brand awareness, Illuminology developed a brief questionnaire that was completed by a nationally representative sample of Americans, thereby providing Boot Barn with accurate and reliable awareness metrics.

Illumination

Both research projects resulted in actionable summary reports. One report provided insights on current shopper experiences and ideas for improvement, which management immediately began to apply. The other report helped Boot Barn to better understand its brand awareness both at an overall national level as well as within relevant different regions and demographic subgroups; the results of that study were featured in Boot Barn’s Supplemental Financial Presentation (January 2024) to investors!

The Boot-Scootin’ Resolution

Boot Barn is using Illuminology’s insights to stride confidently into the future, boots polished and spurs jangling. Yeehaw! 🤠