6 Ways to Create an Amazing Shopper Experience

Monika WingatePam Mullock

September 8, 2016

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Before we begin:

We will send you a copy of the slides and video after the webinar

About the speakers

PamMullock

MonikaWingate

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

– Consumer Packaged Goods– Retail– Marketing/Research Consulting– Advertising/Design Agency– Other

Poll: What Industry are you in?

• Holiday shopping• New Year resolution• Valentines Day• Spring/Easter• Mothers/Fathers Day

Poll: What shopping occasion are you planning for right now?

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!

On-Demand Insights using Digsite Shopper Experience Sprints

Back to School Shopping Communities

Ideal Experience Store Selection Live Shopping

ExperienceImproving Back to School Shopping

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.

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.

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.

• 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.

Three quarters of tween and teen Parents plan to shop with a mobile app this year.

Purchase

List Management

Coupons/Rebates

Promotion Hunting

Price Comparison

2

4

6

11

14

Tween Parents

PurchaseList Management

Promotion HuntingPrice ComparisonCoupons/Rebates

044

810

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?

Live Shopping Trip: Where did they go?

17

4

Parents of Tweens

19

7

Parents of Teens

instore online

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.

• 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.

Store Layout Family experience Simplify/Bundling

Entertainment Findability App Central

6 strategies you should consider to improve shopper experience

1. Use store layout to create a more enjoyable experience

http://vmsd.com/content/captivating-customers

2. Identify ways to create more family bonding

Simplify purchase decisions by bundling

Find ways to entertain shoppers in-store

https://www.whitehutchinson.com/leisure/articles/retail-tainment.shtml

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

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

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

Questions?