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MonikaWingateandJillMeneilleyOctober13,2016
HowBrandsandRetailersCanBuildLoyaltyAmong
HolidayShoppers
If you experience technical issues– Call us at 608.692.2191– Email [email protected]
Beforewebegin:
We will send you a copy of the slides and video after the webinar
Aboutthespeakers
JillMeneilley
MonikaWingate
ü Howisholidayshoppingchanging?ü Thebestandworstaspectsofholiday
shoppingü Crowdsourcedideasonhowtomake
holidayshoppingeasier,faster,andmoreenjoyable
ü Whatmanufacturersandretailerscandotocaptureholidayspendingandloyalty
Agenda
56%
Holiday shopping has become a true hybrid of in-store and online
ofholidayonlinesearcheswereonsmartphonesortablets
43% ofholidaypurchasedecisionsweremadein-store
57% ofshoppersorderedanitemonlineforin-storepick-up
http://www.chainstoreage.com/article/how-can-retailers-improve-store-experience
https://nrf.com/resources/retail-library/2016-retail-holiday-planning-playbook
The retail industry has done research on how to improve holiday shopping
Shopperswantstorestoknowmoreabouthowtheyshoponlinesothattheycanimproveservicein-store
63%ofholidayshopperswantedhelpcheckingoutmorequicklyin-store
53%ofmobileappusersarelookingformajorimprovements(preferthewebsitetothemobileapp)
22%https://nrf.com/resources/retail-library/2016-retail-holiday-planning-playbook
http://www.chainstoreage.com/article/how-can-retailers-improve-store-experience
https://solvers.ups.com/assets/2016_UPS_Pulse_of_the_Online_Shopper.pdf
Butwedugdeeper,askingshopperstocreatetheiridealsolutions forthe2016holidayseason
25CommunityParticipants
• Shopforatleastoneholiday
• Mixtureofagesandgenders
• Spend700+ongiftshoppinginNovemberandDecember
5Thecommunityranfor5days,duringwhichparticipantscompletedatotalof4activitiescomprisedof7tasks.
DigsiteBrainstormingSprint
HolidayShoppingCommunity
Best&Worst
IdeaBrainstorm Voting
IdeaOptimization
“I’manimpulseshopperbutmywifemakesmewaitandlookaroundforthe
bestbargains”
TheHolidayShoppingProcess
“ItendtoshopearlysometimespickingthingsupinsummerifIseeagooddeal.”
“IusuallymakealistquiteearlyintheseasonwhichhaseverypersonIwillbebuyingfor,ideasforthatperson,andwhatIactuallypurchase.”
• Holidayshoppingtypicallyinvolvescreatingshoppinglists
• Mostfocustheirholidayshoppingprocessaroundfindingbargains
TheHolidayShoppingProcess
13
12
23
20
21
22
Otherbrick-and-mortarstore(s)
Otheronlinestore(s)
Amazon.com
Target
Wal-Mart
DepartmentStore(s)
Wheredidyoushop? Howdidyoudecidewheretoshop?
“Igenerallysearchedonlinefirstbeforeshoppingatbrick
andmortarstores.“”
“Iusuallystartwithalistandsearchfordeals(bothonlineandin-store)tostretchmybudgetandbeabletogeteverythingthatIwas
lookingfor.”
Activity1– BestandWorst
• Shoppersenjoythefestiveatmosphereofholidayshopping.
• Althoughtheylovetheendresultofgivingtheperfectgift,theprocessitselfispainful.
TheBestandWorstAspectsofHolidayShopping
“IloveshoppingatChristmastime.Theatmosphere(music,decorations,etc.)
reallymakeitfun..”
“Thebestpartisthefeelingof
findingtheperfectgiftforsomeoneorfindingagreatdealonsomethingthey
reallywant.“
“Theworstpartsofshoppingtendtobethecrowds,longlines,andinefficienciesoftheworkersatbrickand
mortarstores.”
“Gettingpushedoutoftheway,[people]beingnastytosales
associates,trafficandroadrageallmakeshoppingclosetothe
holidaysnightmare.”
• Thereisalotofroomtoimprovetheholidayshoppingprocess
HolidayShoppingPainPoints
Difficultyfindingaspecificproduct
RudepeopleHectic/stressfulstoreenvironments
Bigcrowds/longlines
Challengeoffindingthebestdeal
Howlongittakestoshop
Activity2– IdeaBrainstorm
HolidayShoppingIdeas
Appsforfindingdeals
Awebsiteformakingwish-lists
Amorepleasantshopperexperience
Appsforgiftsuggestions
Clearlyadvertiseddeals
Onlineorderingforin-storepickup
Activity3- Voting
Top-VotedIdeas
ü Allofthetopvotedideasincludedtechnologyandworkedtomakeshoppingmoreefficient.
ü Theideashelpshoppersgetorganizeanddecreasetheirtimespentsearchingforgiftsordeals.
ü Topvotedideasincluded:• Anapptohelpshoppersfindthebestdeals• Anapptohelpcustomerslocategiftsandcheckstoreinventories• Anapptoorganizeshoppinglistsandpurchases.
Idea1:HolidayDealSnagger
Idea2:FoundIt!ShoppingGuide
Idea3:GiftTracker
• Most of the top solutions focused on improving aspects of holiday shopping they already liked (lists and bargain hunting)
• Participants didn’t have many ideas to solve many of the personal challenges
Untapped Opportunities
RudepeopleHectic/stressfulstoreenvironments
Bigcrowds/longlines
Activity4– IdeaOptimization
RecapofKeyFindings
Nearlyallparticipantsexpressedhighlevelsoffrustrationwiththeholidayshoppingprocess
Shoppersarelookingtoappscanmaketheprocessestheyarealreadyusingbetterandeasier
Shopperswouldlovetoseeretailersoffersolutionstohelpthemmanagetheirshoppinglistandsearchfordeals
Themainpainpointscenteredaroundthepersonaldynamicsofshopping– driving,waitinginlines,dealingwithrudepeople
Howdoyoucapturemoreholidayspendingandloyalty?
As the surveys said…address crowds & lines
Lately,severalgrocerystoresnearmeallowyoutodocurbsidepickup.Sincemostpeoplementionedwaitinginlineandfightingcrowds,thiswouldbegreatifmorestoreshadthisoption
IpersonallythinkthatabusinessshouldhaveNowaitinglinesperiodduringtheholidayseason.Hiretheextrahelp…
http://www.psfk.com/2013/03/alerts-busy-stores.html
But more importantly, reduce frustration
Shoppingwouldbemorefunifstoreoffered…• eggnogcinnamoncoffee• holidaycookies• freedoorprizes• freemassages• livecarolersPeoplewouldhavetheoldfashionconnectiontopeopleagainthatissomissingtoday!
PremiumRetailOutletslikeOldPasadenaofferpop-upactivities,giveaways,andliveentertainment
Use apps and mapping technology to guide shoppers through shopping processes
http://mashable.com/2010/11/22/aisle411/#d82WDMx8Gkq6
Itwouldbenicetohaveself-servicekiosksavailabletocheck-outitemsorhelpyoulocatethingsyou'relookingfor.
Aisle411
Help with gift suggestions and selection
InteractiveProductDisplayshttp://mashable.com/2012/04/22/perch/#d82WDMx8Gkq6
https://www.pinterest.com/explore/holiday-shopping-ideas/
Tap into apps for finding/managing deals
Itwouldbegreattohaveaservicethatyoucouldaddalltheproductsyouwanttobuy,anditlooksandfindsthebestdealsforyou.
https://www.giftster.com
Use agile research tools to get quick insights as you build and optimize your plans
ü Improvedspeedtomarket
ü On-demandinsightsatallstagesofdevelopment
ü Engagementanywhere,anytime,onanydevice
ü Abilitytoadaptquestionsasyoulearn,overdaysorweeks
ü Real-timeresults
WhatcanyoulearnwithDigsiteSprints?
• Reactionstoyourcurrentstore,department,orproductvs.competitionBenchmark
• UncoverpainpointsduringshoppingorusageandbrainstormpotentialimprovementsBrainstorm
• Capturehowconsumersinteractwithproducts,employees&technologywhileshoppingtoidentifyareasforimprovement
Optimize
• ShareearlyideasorprototypesandhaveconsumersprovidefeedbackinrealtimeIterate
digsite.com/digsite-sprints
Questions?