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6 Ways to Create an Amazing Shopper Experience
- 1. 6 Ways to Create an Amazing Shopper Experience Monika Wingate Pam Mullock September 8, 2016
- 2. If you experience technical issues – Call us at 608.692.2191 – Email support@digsite.com Before we begin: We will send you a copy of the slides and video after the webinar
- 4. Why is shopper experience research so important? What happened when we engaged with moms real-time during back- to-school shopping 6 strategies you should consider to improve shopper experience Agenda
- 5. – Consumer Packaged Goods – Retail – Marketing/Research Consulting – Advertising/Design Agency – Other Poll: What Industry are you in?
- 6. • Holiday shopping • New Year resolution • Valentines Day • Spring/Easter • Mothers/Fathers Day Poll: What shopping occasion are you planning for right now?
- 7. Why is shopper experience research so important? More payment options Order online but pick-up in-store No lines, mobile POS Personalized messaging & promotions Changing Consumer Expectations!
- 8. On-Demand Insights using Digsite Shopper Experience Sprints
- 9. Back to School Shopping Communities Ideal Experience Store Selection Live Shopping Experience Improving Back to School Shopping
- 10. Expectations centered around an organized, efficient, one-stop experience a few weeks before school starts • Specific store sections containing all back-to-school materials (from backpacks to disinfecting wipes) • Clear signage, prominent pricing and promotions • Store is kept clean and organized • Assistance available if necessary • Tend to shop a few weeks to a month prior to the start of school Ideally we find everything we need in one spot, with good options (but not too many!) and good prices. Major factors for me when shopping in-store is having a clean store to shop in (organized and clutter-free), and also being able to have a short check out time.
- 11. It would be easy and laid back. My teen would be happy with all of the choices and I would be happy with the prices! Ideal experiences are laid back and stress-free My ideal experience involves actually going to a store that is light and bright with wide open aisles and everything is organized and easy to find with prices clearly labeled. My ideal shopping experience would entail a stress-free store. The shopping aisles would be wide enough to fit everyone that needs to buy their supplies for school, and the actual supplies would be clutter-free and organized.
- 12. We usually go as a family, my husband, daughter and myself. I feel great after we have a day of shopping, she gets to pick what she wants, we approve it and all go home happy! Back-to-School shopping experience evokes nostalgia and family bonding I would have my teen with me and we would look around and pick out everything together. I usually take my kids with me as they have certain items they're required to have as well as some they may just want. Our experiences are usually fun…we try to enjoy it and look forward to the upcoming year! If we can get everything we need, I feel accomplished, and nostalgic - I loved shopping for supplies as a kid.
- 13. • Parents go where the price is right and promos are most attractive – Loss leader and BOGO promotions – Store coupons need to be worth the effort • Variety/selection/trendiness • Teens were more involved store selection vs. tweens What factors influence your decision of where to shop? I know there are stores with better prices but I will pay more to have a better shopping experience. I like to have a variety of supplies to choose from… and prefer brand names. Do I have a coupon? Is it on sale? Special pricing, rebates, sales? Does the store price match? Is there a limit on how many items I can buy? Do I have to buy a certain quantity to get a better deal? All of those things will influence where I shop and how much I spend.
- 14. Three quarters of tween and teen Parents plan to shop with a mobile app this year. 2 4 6 11 14 Purchase List Management Coupons/Rebates Promotion Hunting Price Comparison Tween Parents 0 4 4 8 10 Purchase List Management Promotion Hunting Price Comparison Coupons/Rebates Teen Parents Retail me Not for sales and coupons, Shopkick for points, store apps for coupons. I use apps to compare prices. Sometimes an in-store special might not be a “real deal”. Also an app to place my supplies in and compare prices with the stores in my area. What will the use Mobile Apps for?
- 15. Live Shopping Trip: Where did they go? 17 4 Parents of Tweens 19 7 Parents of Teens instore online
- 16. What they found… “I was able to find and purchase everything I needed in under 10 min.” “I love the bins at Walmart, though!! I always get a lot. I like to buy a bunch of crayons, markers and art supplies.” “I wish the dedicated area was bigger with more space to shop.” This to me is exactly unorganized. They all in one aisle, yes. But the stacks make it difficult to pick through. The prices are completely scattered about and inconsistent.
- 17. • More relaxing experience - don’t need to “hunt for items” • Clearly communicate prices and promotions for individual products (don’t overinflate prices just to discount them) • Create a more unique, personalized and exciting experience • Most schools issue a back-to- school list. Parents mentioned it would be nice to have a bundle ready for them to purchase based on this list. Mom’s ideas for improving the experience Maybe more chairs at dressing rooms for parents and wine ( I mean coffee...LOL) and other little things to help de-stress the process. Let's get an attendant that is on hand to ask questions and find products. I want to play games and eat snacks which will help me stay less stressed. I don't want the shelves overcrowded. Too many items do not make it easier, but rather more confusing.
- 18. Store Layout Family experience Simplify/Bundling Entertainment Findability App Central 6 strategies you should consider to improve shopper experience
- 19. 1. Use store layout to create a more enjoyable experience http://vmsd.com/content/captivating-customers
- 20. 2. Identify ways to create more family bonding
- 21. Simplify purchase decisions by bundling
- 22. Find ways to entertain shoppers in-store https://www.whitehutchinson.com/leisure/articles/retail-tainment.shtml
- 23. Help direct shoppers to the right store location http://www.indoorlbs.com/new-blog-1/2015/4/23/targets-apple- watch-app-for-in-store-shopping-is-just-the-beginning
- 24. Use apps to capture all offers in one place http://www.business2community.com/mobile-apps/top-5-retail-apps- setting-tone-2016-01423418#i2QKRHIZragRSHVR.97
- 25. What can you learn with Digsite Sprints? • Reactions to your current store, department, or product vs. competitionBenchmark • Uncover pain points during shopping or usage and brainstorm potential improvementsBrainstorm • Capture how consumers interact with products, employees & technology while shopping to identify areas for improvement Optimize • Share early ideas or prototypes and have consumers provide feedback in real timeIterate digsite.com/digsite-sprints
- 26. Questions?
Editor's Notes
- Monika Wingate is currently CEO of Digsite, an on-demand insight platform. She has over 20-years of market-research experience including positions at General Mills, Pillsbury, and the A.C. Nielsen Center for Marketing Research at University of Wisconsin Madison. Pam Mullock is a research consultant experienced in both online and in-person methodologies. She has extensive understanding of the retail industry working with companies like Lands’ End and Shopko and has a keen interest in customer experience.
- Apple Pay, 49 percent of Americans tried “click and collect” (shop online, pick up in-store), according to survey by CNBC, 75 percent of consumers won’t wait more than five minutes in a queue, Purchases of mobile point-of-sale systems, by retailers increased 107 percent worldwide in 2015 90% of shoppers use mobile devices in-store. mobile app usage continued to grow in 2015 with 58% growth in overall app usage while personalization lead the way with a growth of 322%. Smartphones continue to have a meaningful impact on how consumers shop. In fact, according to a recent report by comScore, mobile retail traffic saw a significant growth rate of around 40%-80% year-over-year in the last holiday season. Personalization - email offers personalized and tailored to the individual, mobile application pushes personalized and in the moment, in-store technology that allows for unique, personalized experiences. A cool example from a shoe store called “Meat Pack,” that launched an app called Hijack. Essentially, when shoppers who had the app entered within a certain radius, the app would start a timer for a % discount. The consumer then had to rush to the store and redeem their coupon before time ran out.
- Nike (Beaverton, Ore.) recently launched two major campaigns for its London flagship stores, transforming its Jordan brand and authentic basketball annex into visually alluring installations. “Consumers are used to information at their fingertips,” says Roberts. “So crafting a relevant message to consumers and telling an emotionally driven story effectively in-store is key.”
- Make Shopping a Game If your kids are old enough, enlist them in helping you locate the items on your list. Finding the most affordable options can also give your child basic for older children. Younger kids can still participate by selecting the right color box from the shelf or counting the number of cans of vegetables you put in the cart. The best part is that they won't even realize that they're learning. Bring a Bag of Tricks Keep a few snacks, a book or an electronic game in your purse for those times when your child gets restless. Sometimes a distraction is all a child needs to get through an ordinarily boring task like grocery shopping. Don’t forget to talk to each other — an engaging conversation is often all they need to keep them occupied. Above all, attitude is everything. Kids mirror their parents’ attitudes. If you go into the shopping trip stressed, they will in turn be more restless and unhappy. Have a positive attitude, and the kids (and you!) may end up loving your shopping trips together.
- Mixed Bundle – Products also available as individual units. Pure Bundle – Products not available for purchase separately. Take a cue from research which shows mixed bundles have a higher rate of success. A study by Harvard Business School found when video game units and games were offered as a mixed bundle, sales soared. But when offered as a pure bundle, available only as a package deal, revenue dropped by 20%.
- The 145,000-square-foot Bass Pro Shops Outdoor World store in Altoona, Iowa, is the first of the chain’s 56 stores to include a 15,000-square-foot nautically themed bowling area with 12 10-pin lanes located in Uncle Buck’s Fishbowl and Grill. Guest can bowl “under the ocean.” Dock-like lanes feature underwater scenery of sea turtles, sharks, stingrays and other saltwater species, which will also glow in the dark during cosmic bowling. Hand-painted murals depicting oceanic life line the walls, and fish, like a 16-foot giant squid, hang suspended from the ceiling. many retail-tainment features found in Bass Pro stores, including archery ranges, miniature shooting ranges, aquariums and a heavy dose of theming with 3,500 area artifacts, antiques, pictures, mounts and memorabilia of hunting, fishing, camping and outdoor recreation.
- Traditional store layouts are designed to get shoppers to see more of the store and identify unplanned purchases. But what if this approach gets in the way of finding the items they need? This can lead to frustration. Target is promoting the app to help you make your next trip more efficient and even a little more fun: "The Target app makes it easy to build a shopping list on your Apple Watch. When you’re in the store, it tells you where to find all of the items you need.” Add items to your list, including quantity, and check them off as you shop. • See aisle locations for your store or ask where to find any item. • Check the glance to see when your store is open, how many items are on your list, and how many have deals available. And the new i-phone has removed the audio jack, leading customers to use blue-tooth
- Sephora, recently leveraged beacons to send out birthday alerts to customers via the Sephora To Go app, reminding them to pick up a special package, which is complimentary with a purchase during their birthday month. The app also sent out updates to inform consumers when new training sessions were to occur in-store. And lastly, it also sent out notifications on other perks available in-store. For example, if a consumer is standing near the Beauty Studio in-store, she will receive a message asking if she is interested in a mini-makeover service. ‘SALE’ is old-fashioned. So we created Hijack, an enhancement for the official Meat Pack app used by our customers. Using GPS tracking technology, Hijack was able to recognize our sneaker-heads entering a competitor store and then trigger a special notice with a promotion that gave you the chance to earn your discount. How? The discount would start at 99% and decreased by a percentage with each second