how brands and retailers can build loyalty among holiday shoppers

MonikaWingateandJillMeneilleyOctober13,2016

HowBrandsandRetailersCanBuildLoyaltyAmong

HolidayShoppers

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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?