Holiday Gift Shopping Community Report - Digsite Reports/Digsite Report Holi… · Holiday Gift...

14
Holiday Gift Shopping Community Report Participants brainstorm innovative ways to improve the holiday gift shopping process by drawing from their own experiences and stressors. A diverse group of shoppers were brought into a Digsite community to reflect on their holiday gift shopping experiences, propose improvements to holiday gift shopping, and optimize on the best solutions. The objective was to find the key pain points in holiday shopping, determine the kinds of solutions people are looking for, and uncover implications for manufacturers and retailers.

Transcript of Holiday Gift Shopping Community Report - Digsite Reports/Digsite Report Holi… · Holiday Gift...

Page 1: Holiday Gift Shopping Community Report - Digsite Reports/Digsite Report Holi… · Holiday Gift Shopping Community Report Participants brainstorm innovative ways to improve the holiday

HolidayGiftShoppingCommunityReport

Participantsbrainstorminnovativewaystoimprovetheholidaygiftshoppingprocessbydrawingfromtheirownexperiencesandstressors.AdiversegroupofshopperswerebroughtintoaDigsitecommunitytoreflectontheirholidaygiftshoppingexperiences,proposeimprovementstoholidaygiftshopping,andoptimizeonthebestsolutions.Theobjectivewastofindthekeypainpointsinholidayshopping,determinethekindsofsolutionspeoplearelookingfor,anduncoverimplicationsformanufacturersandretailers.

Page 2: Holiday Gift Shopping Community Report - Digsite Reports/Digsite Report Holi… · Holiday Gift Shopping Community Report Participants brainstorm innovative ways to improve the holiday

Objectives & Methodology

25CommunityParticipants

Shopforatleastoneholiday

Mixtureofagesandgenders

5Thecommunityranfor5days,duringwhichparticipantscompletedatotalof4activitiescomprisedof7tasks.

METHODOLOGY:Thisreportprovidessummaryresultsofthe4activities

Activity1:Survey&Reflection

Participantswereaskedtoanswerseriesofsurveyquestionsregardingtheirholidayshoppingexperiencelastyear.Thentheyreflectedonthebestandworstpartoftheirexperienceandwhattheywouldchangeabouttheprocess.

Activity2:IdeaBrainstorm

Participantswereaskedtobrainstormtheiridealholidayshoppingsolutionbydrawingonholidayshoppingpainpointsdiscussedpreviously.Theywereencouragedtosharehowtheirideawouldworkandincludeamockup.

Activity3:Voting

Afterideasweresubmitted,participantswereaskedtovoteoneachholidayshoppingsolution.Participantsgavethe“thumbsup”symboltoideastheylikedand“thumbsdown”toideastheydidn’tlike.

Activity4:IdeaOptimizationThetop3votedideaswereannouncedandawardedprizes.ParticipantsthenusedWhiteboardstodiscussandimproveupontheideas.Theyansweredashortsurveytoexplainwhichideatheypreferred.

Spend700+ongiftshoppinginNovemberandDecember

THEOBJECTIVEToaddresskeypainpointsinholidayshopping,understandthesolutionsconsumersarelookingfor,anduncoverinsightsformanufacturersandretailerstoimprovethecustomershoppingjourney.

Page 3: Holiday Gift Shopping Community Report - Digsite Reports/Digsite Report Holi… · Holiday Gift Shopping Community Report Participants brainstorm innovative ways to improve the holiday

Introducing the Participants

ParticipantswererecruitedusingtheDigsite Panel

CommunityparticipantswerefromacrosstheUnitedStatesandages18+.72%ofparticipantswerefemaleand28%weremale.

Participantsshopforatleastoneholidayandspend$700+onholidaygiftshoppinginNovemberandDecember.

AngelaNurse/Teacher,Single,Age29

SampleParticipantProfiles

KimberlyStayathomemom,Married,Age25-34

BethEsthetician,Married,Age37

Nancy

VictorFather,Married,Age25-34

JoséGovernmentEmployee,Married,Age35-44

Businessconsultant,Married,Age40-49

0 5 10 15 20 25

Other

Hanukkah

Kwanzaa

Valentine'sDay

Easter

Christmas

ParticipantHolidayShopping

$700-89952%

$900+48%

HolidayShoppingSpend

$700-899 $900+

Page 4: Holiday Gift Shopping Community Report - Digsite Reports/Digsite Report Holi… · Holiday Gift Shopping Community Report Participants brainstorm innovative ways to improve the holiday

Activity 1 – Part 1: Holiday Shopping Experience

Howmanypeopledidyoushopfor?

0

3

13

10

1-3people

4-6people

7-10people

11+people

Whodidyoushopfor?

57

14

21

25 24 23

Pleasedescribeyourprocessforplanning,shoppingandbuying.

“IstartedtheprocessinlateSeptemberandboughpresentsasthesaleswerepresent.AlotofmyshoppingwasdoneonlineandinstoreonBlackFriday.”

Breana

Justin

“MyprocessisthatIusuallymakealistquiteearlyintheseasonwhichhaseverypersonIwillbebuyingfor,ideasforthatperson,andwhatIactuallypurchase.ItendtoshopearlysometimespickingthingsupinsummerifIseeagooddeal.”

“I’manimpulseshopperbutmywifemakesmewaitandlookaroundforthebestbargainsIpreferonlybuyingthingspeoplewantsothatnothingeverendsupunused.Ialwaysliketogetlistsfromeveryone

whenIcan!”

Angela

Page 5: Holiday Gift Shopping Community Report - Digsite Reports/Digsite Report Holi… · Holiday Gift Shopping Community Report Participants brainstorm innovative ways to improve the holiday

Activity 1 – Part 1: Holiday Shopping Experience

Whendidyoustartshopping?

5

14

6

0 1 0

Astheprioryear'sholiday

seasonwasover

Afewmonths

beforetheholiday

Afewweeks

beforetheholiday

Oneweekbeforetheholiday

Severaldays

beforetheholiday

Ididn'tstartuntiltheday

beforetheholiday

13

12

23

20

21

22

Otherbrick-and-mortarstore(s)

Otheronlinestore(s)

Amazon.com

Target

Wal-Mart

DepartmentStore(s)

Wheredidyoushop?

Howlongdidyouspendshoppingoverall?

Howdidyoudecidewheretoshop?

Howdidyoudecidewhattobuy?

“IstartrightafterChristmasandshopuntilIamdone!Actuallylast

yearIwasdoneprettyearlyIjusthadtobuyforafewpeopleattheend.”

“ItdependsonhowIfeel.Honestlysometimeswespendmonths

planningandbuying,butotheryearswespendafewweeks.“

ItwasalldependentonwhattypeofitemsIwasshoppingfor.Igenerallysearchedonlinefirstbeforeshopping

atbrickandmortarstores.“”

“Iusuallystartwithalist(oratleastageneralidea)andsearchfordeals(bothonlineandin-store)tostretch

mybudgetandbeabletogeteverythingthatIwaslookingfor.”

“Imakealistwitheveryone'snameandwhattheylike.IfIthenseea

greatdealIwillbuyitjusttobesmartanddecidewhowouldlieit.Iendupcheckingsomeoffthelistlikethat!”

“Idecidedwhattobuybasedontheneeds/wantsofthepeopleonmylist,whichstoreshavethebestpromotionorprices,andafewimpulsebuyshereandthere.”

Michelle

Aaron Cayla

JustinMichelle

Cayla

Page 6: Holiday Gift Shopping Community Report - Digsite Reports/Digsite Report Holi… · Holiday Gift Shopping Community Report Participants brainstorm innovative ways to improve the holiday

“Thebestpartisthefeelingoffindingtheperfectgiftforsomeoneorfindingagreatdealonsomethingtheyreallywant.Ilove

deals!“

“Planningisthebestpartofholidayshopping.Ienjoytheprocesswhenits

smooth.”

“Theworstpartsofshoppingtendtobethecrowds,longlines,andinefficienciesoftheworkersatbrickandmortarstores.Ialsodislikethatstoreskeeppushingshoppingsalescloserandclosertotheholidays.”

“Theworstpartofshoppingistherudepeopleandanxietyothersget- makestheseasonhecticandnearlyunsafe!Gettingpushedoutoftheway,beingnastytosalesassociates,trafficandroadrageallmake

shoppingclosetotheholidaysnightmare.”

“IwishIcouldimprovethespeedofholidayshoppinginstore.Idoenjoybrowsingandbeingabletotakethingshomeimmediately,butit’sjustnotworththestressandstruggleofallthecrowdsanlines.Iamtoobusytodealwithmuchofitandit’smuchmorecomfortabletoshop

fromhome”

“IwouldlovetohavelesscongestioninthestoresduringholidayshoppingandIalso

wouldlikeeverythingthatIneedorwanttobeinstockwhenI’mshopping”

Activity 1 – Part 2: Best and Worst Aspects of Holiday Shopping

Kari José

Aaron Angela

Cayla Melissa

Whatarethebestpartsofholidayshopping?

Whataretheworstpartsofholidayshopping?

Whatwouldyouwanttochangeorimproveaboutholidayshopping?

KeyInsights:Shopperslovefindingtheperfectgift,buttheydislikemanyaspectsofthegiftshoppingprocessitself.Theyoftenplanandcreateliststoeasetheprocess.Crowds,linesandgeneralinefficienciesarecommoncomplaints.Shopperswantsolutionsthatmitigatethesefrustrations.

Page 7: Holiday Gift Shopping Community Report - Digsite Reports/Digsite Report Holi… · Holiday Gift Shopping Community Report Participants brainstorm innovative ways to improve the holiday

Activity 2: Ideal Holiday Shopping Solutions

KeyInsights:Shopperssuggestedideastomaketheholidayshoppingprocessfaster,moreconvenient,andthatallowedthemtoavoidhasslestheytypicallyexperience.Severalideasattemptedtomakeonlineshoppingmorestreamlinedbyhavingapps/websitesthatprovide“one-stop”onlineshoppingbysearchinganumberofstoresforyou.Someproposedanappthatwouldfindyoudealsorprovidestoremaps.Otherideasattemptedtomaketheprocesseasierbyprovidinggiftsuggestionsortoolstoorganizeyourgiftideas.Severalideasinvolvedonlinepurchasewithstorepickupoptions.

KeyIdeas

Instructions:Thinkbacktothethingsyouandotherswouldliketochangeaboutholidayshopping.Wewouldlikeyoutocreateyouridealsolutionthatwouldmakeholidayshoppingbetter.Itcouldbeashoppingapp,aproduct,awebsite,aservice,etc.

IwouldcreateanapptohelpwithHolidayshopping.Sincemostpeoplehaveelectronicdevices,itwouldbeeasiertouseanappwhileoutratherthanasiteorprogram.IwouldcalltheappXpressGift.Itwouldhaveseveralscreens.Thefirstwouldallowyoutoinputyourbudgetfortheevent.Itholdallowyoutomakealistofallthepeopleyoupurchaseforandbreakdownyourbudgetforeachperson.Thenextscreenallowsyoutofreeformandaddgiftideasfor

each.- Kari

AllInOne!!!Awebsitethathasallthemajorstoresinonespotandyoucanjustdoallyourshoppingfromhomeandononewebsite!Thiswebsitewillhave

everythingpossible...toys,clothes,games,everything!Andyouorderthem...theywrap

them...andshipthemtoyou!Thiseliminatesgoingstoretostoreandtryingtofindthatonegift!Youcanshopathomeinyourundies!Anyonecanusethe

site!- Jennifer

Lately,severalgrocerystoresnearmeallowyoutoorderonlineanddocurbsidepickup.Itisvery

convenientespeciallyhavinganinfant.Sincemostpeoplementionedwaitinginlineandfightingcrowds,thiswouldbegreatifmorestoreshadthisoption(suchasdepartmentstores,momandpopstores

etc.)Thatwayyouwouldn'thavetowaittoreceiveitthroughthemail(especiallyifitisalastminutegift)

Itwouldalsokeepyououtofthecrowds.- Amy

Mysolutionisanappthatincludesmapstoseveralpopularstores.Thisappwouldincludethelayoutandproductsfeaturedinthewholestore(or,ifthatisn'tpossible,atleastthepopular/saleitemsandgeneralareasliketoys/crafts/clothing).YouwoulduseitjustlikeGoogle/Applemapsanditwouldtellyouthefastestroutetowhatyou'relookingfor.Youcouldinputmultipleitemsandcheckthemoffasyouputtheminyourcart.Itwouldcalculateyourstepsandhelpyouavoidmassesofpeopleorstockoutages.

- Cayla

Ithinkitwouldbeamazingtohavetheoptionofdoingyourholidayshoppingonlinemaybeforoncespecificmallandthenhavingaspecifictimewhereyouareabletodriveuptoalocationtopickupallyour

packages.Especiallyforparentswhohavelittlekids.Anothercooloptionwouldbetohaveasupervised

playareamaybeatamallwhereyouareabletocheckyourkidsinbythehourthatisafunanduniqueplacetheylookforwardtogoingtoeveryholidayseason.

- Janet

IfIcouldIwouldcreateawebsiteandappthatwouldallowmetomakea"wishlist"foreveryoneIneedtobuyfor.Itwouldhavetheabilitytoadditemstoeachindividuallistitemsthatcanbefoundbothinstoresandonline.Theitemswouldhavereviewssoyoucanseewhatothersthinkoftheproduct.Iwouldalso

haveadeals/salesfinder.Thiswouldallowmetoseethepriceforeachitemateachstore/websiteandof

therearecouponsavailable.-Amy

Page 8: Holiday Gift Shopping Community Report - Digsite Reports/Digsite Report Holi… · Holiday Gift Shopping Community Report Participants brainstorm innovative ways to improve the holiday

Activity 3: Voting

KeyInsights:Topvotedideasincludedonetohelpshoppersfindthebestdeals,onetohelpcustomerslocategiftsandcheckstoreinventories,andonetoorganizeshoppinglistsandpurchases.Allofthetopvotedideasincludedtechnologyandworkedtomakeshoppingmoreefficient.Theideashelpshoppersgetorganizeanddecreasetheirtimespentsearchingforgiftsordeals.

TopThreeIdeas

ParticipantsutilizedDigsite’s votingfeaturetogivefeedbackoneachidea.Theygave“thumbsup”totheideastheydidlikeand“thumbsdown”fortheidea’stheydidn’tlike.

Page 9: Holiday Gift Shopping Community Report - Digsite Reports/Digsite Report Holi… · Holiday Gift Shopping Community Report Participants brainstorm innovative ways to improve the holiday

Activity 4 – Part 1: Idea Optimization

KeyInsights:Participantsvaluedthatthedealtrackerallowedthemtoeasilysearchforthebestdeal.Theyparticularlylikedthattheappworkedacrossdifferentsitesandstorestoreducetimesearchingfordeals.Manyparticipantsalsolikedtheideaoftheapphelpingyougetcashbackifthepricedrops.

Idea1:HolidayDealSnagger

Participantsmarkedupthethreetop-votedideasbydraggingplus,minus,andquestionmarksymbolstoindicatewhattheliked,didn’tlike,andwhattheywereconfusedby.

Page 10: Holiday Gift Shopping Community Report - Digsite Reports/Digsite Report Holi… · Holiday Gift Shopping Community Report Participants brainstorm innovative ways to improve the holiday

Activity 4 – Part 1: Idea Optimization

KeyInsights:Participantsvaluedthattheappallowedthemtolocateitemsandeasilytellwhatwasinstock.Therewasconcernabouthowtheappwouldbeupdatedwithinventorylevels.Additionally,someparticipantswantedtheapptoincludeassistanceonfindingdealsandbestprices.

Idea2:Foundit!ShoppingGuide

Participantsmarkedupthethreetop-votedideasbydraggingplus,minus,andquestionmarksymbolstoindicatewhattheliked,didn’tlike,andwhattheywereconfusedby.

Page 11: Holiday Gift Shopping Community Report - Digsite Reports/Digsite Report Holi… · Holiday Gift Shopping Community Report Participants brainstorm innovative ways to improve the holiday

Activity 4 – Part 1: Idea Optimization

KeyInsights:Manyparticipantsvaluedtheorganizationalhelpthissolutionprovided.Severalparticipantslikedthatittooklistmaking,somethingtheyalreadydo,andmadeitmoreefficientandeffective.However,severalparticipantsalsofeltthisideawasunnecessaryduetootherlistmakingappsoroptions.

Idea3:GiftTracker

Participantsmarkedupthethreetop-votedideasbydraggingplus,minus,andquestionmarksymbolstoindicatewhattheliked,didn’tlike,andwhattheywereconfusedby.

Page 12: Holiday Gift Shopping Community Report - Digsite Reports/Digsite Report Holi… · Holiday Gift Shopping Community Report Participants brainstorm innovative ways to improve the holiday

KeyQuotes

“IwouldthinkifyoucouldcombinetheHolidayDealSnagger andtheFoundIt!

ShoppingGuideintothesameapplication,youwouldhavea

tremendouslyvaluabletoolthatwilltotalrefinetheholidayshopping

experience.”

Michelle

Aaron

Between the top three holiday shopping ideas, which do you prefer?

Activity 4 – Part 2: Final Survey & Follow-Up Questions

46%

15%

38%

Idea1- HolidayDealSnagger Idea2- FoundIt!ShoppingGuide Idea3- GiftTracker

“IdoalotofChristmasshoppingat3mainstores- Walmart,Target,and

ToysRUs.(Kohl'sisaclose4th).Ifanyoftheselargeretailersofferedappsliketheonesdiscussed,I'dbemorelikelyto

devotemoreofmyshoppingbudgettothatstore.“

KeyInsights:MostparticipantspreferredtheHolidayDealSnagger buttheotherideaswerepopularaswell.Shopperslikesolutionsthatsavethemtimeandmoney.Participantsthoughttherewaspotentialfortheirfavoriteretailerstocreatesimilarapps,butdidnotwanttolosethefeatureofcomparisonshopping.

Ireallylike[theGiftTracker]asmakingagiftlistiscrucialtomyholidayshoppingbutfindkeepingmynotebookwithmeallthetimetroublesome.Havingeverythingonmyphoneextremelyconvenientandeasiertotrack.

“Ifitwasjustasingleretailer,Idon'tthinkIwouldbeinterested.The

biggestreasonforusinganappwouldbetohelpmelookatallavailableretailersfiranitemandhelpme

determinethebestdeal.”

Cayla

Angela

Beth

Page 13: Holiday Gift Shopping Community Report - Digsite Reports/Digsite Report Holi… · Holiday Gift Shopping Community Report Participants brainstorm innovative ways to improve the holiday

Executive Summary

SearchingfordealsisahugepartofholidayshoppingTheprocesstendstoincludemakingalistofgiftrecipientsandthensearchingfordealsonthingstheywouldlike.

KeyFindings

ShopperswouldlovetoseetheseideasimplementedbytheirfavoriteretailersParticipantstendtoshopafewretailers(Amazon,Target)formanyitems,andwouldlovetoseethoseretailersoffersolutionstohelpthemmanagetheirshoppinglistandsearchfordeals.

ThereislotsofroomtoimprovetheholidayshoppingprocessAlthoughshopperslovetheendresultofgivingtheperfectgift,theprocessitselfispainful.Crowds,linesandthegeneralinefficiencyofholidayshoppingareallfrustrations.

ShoppersbelieveappscanmaketheprocessestheyarealreadyusingbetterandeasierShoppersseethevalueinappsolutionsthatreplace/improvetheshoppinglistandanotherthathelpsthemfindthebestdeal.

RecommendedNextSteps

• Relatetoconsumersbyacknowledgingthenegativesofholidayshoppingandoffersolutions.

• Helpthemfinddeals• Helpthemmanagetheirlists.

Page 14: Holiday Gift Shopping Community Report - Digsite Reports/Digsite Report Holi… · Holiday Gift Shopping Community Report Participants brainstorm innovative ways to improve the holiday

See it in Action

DownloadtheDigsiteSprintFactSheet

WeusedaDigsiteSprint™togatherthesein-depthinsights,fastandwithoutbreakingthebank.ADigsiteSprint™enablesmarketerstoperformpowerfulqualitativeresearchwithoutthetimecommitmentrequiredoftraditionalmethods.Ifyou’reinterestedinlearningmore,downloadourfactsheet!

DownloadtheDigsiteSprint™FactSheet»