How to Leverage Behavioral Science Insights for Direct Mail Success
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
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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!
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
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
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