From Simple to Splintered to Seamless: In this new technology-enabled world, how can brand marketers and retailers capture the imagination and retain the loyalty of their customers? FITCH believes Seamless Retail Experiences require a new approach. - See more at: http://www.fitch.com/think-article/dreaming-exploring-locating-understanding-the-new-customer-journey/#sthash.rQV6aDg4.dpuf
4. Through proprietary research, FITCH has identified 4
universal ‘shopper mindstates’ (DELE) that characterise their
behaviors.
Dreaming
No specific
purchase intent
Exploring
Purchase intent
in the category
Locating
Specific product
or service
Experiencing
Post-purchase
using product or service
Experience Signatures™ | Shopper Mindstates
4
7. MINDSTATES
LOCATING
EASY TO FIND
USEFUL REMINDERS
REASSURANCE
I WANT A PAIR
OF NIKE FLYKNIT
BLUE SIZE 8
7
8. MINDSTATES
EXPERIENCING
CARE AND ADVICE
ACTIVE COMMUNITY
GETTING MOST OUT OF PURCHASE
I WANT TO GET
THE MOST OUT
OF MY RUNNING
8
9. Experience Signatures™ | Shopper Mindstates
The retail imperative.
These drive new the shopper journey and related success metrics.
Dreaming
No specific
purchase intent
Exploring
Purchase intent
in the category
Locating
Specific product
or service
Experiencing
Post-purchase
Using product or service
Being inspired
Learning
Having fun
Browse easily
More information
Narrow choices
Easy to find
Useful reminders
Reassurance
Care and advice
Active community
Getting most out
of purchase
Drives: Traffic Trial Transaction Satisfaction
9
29. Love where you live
Seamless Retail experience - VIVID Homes by B&Q
We believe everyone can have better
lives through better homes. And
VIVID Homes has a better way to
make that happen.
29
39. Drag ideas from the mood board to see them
instantly visualised in a typical 3D apartment
model with an approximate cost.
Experience Signatures™ | Vivid Homes
See your ideas with a cost estimate
39
42. Experience Signatures™ | Vivid Homes
Invite friends and family to Premiere your home
When the plan is complete customers are given VIVID gold
tickets to invite friends and family to ‘Premiere their home’ at an
exclusive VIP screening. Here the customers get to experience
their future home in an immersive projection ‘cube’ before it’s
built.
42
43. Experience Signatures™ | Vivid Homes
Premiere your home in 4D before its built
43
Experience new homes in 4D
before they are built
Seeing is believing
– maximise sales conversion for the complete scheme
48. Experience Signatures™ | Vivid Homes
DREAMING EXPLORING LOCATING EXPERIENCING
P
H
D Save & share to
online mood board &
forum
See ideas with a
cost estimate
4D simulation of
home before its
built
Be your home expert
with a VIVID Coach
Track project &
how
to use new home
Try it on for size
with
a VIVID Coach
Spokesperson &
home health
checks
Trusted products &
Fit out Crew
Collect ideas in
the Dreamhome
Customise
choices
and fit home to
you
Move in to new
home
experience
Build home
layer by layer
48
49. Experience Signatures™ | Vivid Homes
DREAMING EXPLORING LOCATING EXPERIENCING
P
H
D Save & share to
online mood board &
forum
See ideas with a
cost estimate
4D simulation of
home before its
built
Be your home expert
with a VIVID Coach
Track project &
how
to use new home
Try it on for size
with
a VIVID Coach
Spokesperson &
home health
checks
Trusted products &
Fit out Crew
Collect ideas in
the Dreamhome
Customise
choices
and fit home to
you
Move in to new
home
experience
Build home
layer by layer
49
50. Experience Signatures™ | Vivid Homes
DREAMING EXPLORING LOCATING EXPERIENCING
P
H
D
TRAFFIC
Increase in:
• Awareness and
authority
• Connected online
and in store traffic
TRIAL
Increase in:
• See your
ideas trial
• Planning sessions
TRANSACTION
Increase in:
• Coach sessions
• Project sign ups
and value
SATISFACTION
Increase in:
• Customer
satisfaction
• Staff survey
and retention
50
Always starts - The consumer is at the heart of everything we do
Always starts - The consumer is at the heart of everything we do
Always starts - The consumer is at the heart of everything we do
Always starts - The consumer is at the heart of everything we do
Always starts - The consumer is at the heart of everything we do
Always starts - The consumer is at the heart of everything we do
Always starts - The consumer is at the heart of everything we do
Always starts - The consumer is at the heart of everything we do
Always starts - The consumer is at the heart of everything we do
Always starts - The consumer is at the heart of everything we do
To create a home décor retail model that unlocks the true business potential of the China market for B&Q
$28bn market
B&Q China is market leader
0.04% share
To create a home décor retail model that unlocks the true business potential of the China market for B&Q
$28bn market
B&Q China is market leader
0.04% share
Highly fragmented decoration contractor driven market
It’s a do-it-for-me market – no ‘hands-on’ culture
Huge paranoia about being ripped-off, fakes and unsafe products (contractor story of replacing genuine product with fakes at Jo Shien 2 mile square renovation complex in Shanghai, China
It’s a arduous, bewildering process for most customers
Market is driven by a seven year life stage cycle with high influence from couples parents
Importance of research via forums and scrapbooking - collecting of ideas
Online and offline collection of ideas and access to experts via the forums
Instead of the “do it yourself” or “do it for me” approaches to home renovation, VIVID Homes offers a unique “do it with me” partnership that lets customers choose the amount of support they need throughout the design process.
With B&Q experience and expertise to back us, VIVID teams can coach customers to create the home that’s right for them. As their trusted advisors, they know that no one knows what they want better than they do.
Note – coaches using digital tools to consult with consumers on renovation forums to drive traffic to the store
Dreaming
Learn how to Live Better through your home. Spokesperson campaigns, in-store workshops and home health checks.
Explore
VIVID coaches empower and partner with customers to achieve their dream home and Live Better through it.
Locate
Get your home measured and then try it all on for size on screen. Save and manage it all via your central project plan
Experience
Fit out crew arrives on site with their live in capsule. Working with trusted products they deliver the project on-time, on budget and to quality.
Always starts - The consumer is at the heart of everything we do
Always starts - The consumer is at the heart of everything we do