how do your customers shop?
DESCRIPTION
An observational research tool that captures Customer actions using a digital pen and paper that uploads to a cloud database in real timeTRANSCRIPT
10/3/2014 1
Productivity
2
An observational research tool that captures shopper actions using a digital pen and paper that uploads to a cloud database in real time
Shopper Engage Lite
How does it work?
4
With a magic pen!
Discreet, in-store observers record information about REAL shoppers in store and how they are shopping
Data are automatically transferred to smart phones via Bluetooth
Data are then immediately uploaded to a web portal, allowing the project team
to monitor results
On-site observers map shopper movement and interaction using
digital pen technology
Standardised deliverables for quick
response reporting
Example Outputs
66
• Category engagement ladder
• Profile of ‘active’ category shoppers
• Dwell times of ‘active’ category shoppers
• Category heat map
• 5 most frequent missed sales opportunity locations
• All shoppers vs. category buyers demographics
Example data capture opportunities
77
Category engagement ladder
50%
19%
15%
10%
6%
62 ‘active’ category shoppers
Ignore and Walk Past
Glance at category
Stop & look
Pick up or inspect
Buy
Base = 200
88
Profile of ‘active’ category shoppers
Gender (of lead shopper)
72%
28%
35%
25%
40% <2525-50
Age (of lead shopper)
Principal shopper profiles
AloneCouple
/ friends
Family / > 2
people
40%
35%
25%
48%
Trolley Basket
23%
Journey Type
Hand
29%
62 ‘active’ categor
y shopper
s
Base = 62
99
Dwell times of ‘active’ category shoppers
Average dwell time 00:01:41 62 ‘active’ category shoppers
00:00:30 - 00:01:00 00:01:01 - 00:01:30 00:01:31 - 00:02:00 00:02:01 - 00:02:30 00:02:31 - 00:03:00
13%
27%
32%
15%13%
Dwell Time
Base = 62
1010
Category heat map
7% 5% 6% 4%
18% 15% 9%
16% 11% 5%
6% 3% 2%
0% 1%
2%
14%
12%
8%
1%1% 3% 2%
0% 20%
% of ‘active’ category shoppers that interact with products
62 ‘active’ category shoppers
Base = 62
1111
5 most frequent missed sales opportunities
Measured by the highest frequencies of ‘stop and looked’ and ‘picked up and inspected’ experiences that failed to take away / buy
4
5
2 3
1
Base = 200
Total missed opportunities
1 41
2 26
3 21
4 16
5 12
1212
Shopper demographics
Male Female All
Base 12 30 42
< 25 8% 23% 8
25 - 50 75% 60% 27
> 50 16% 17% 7
With young kids
Without young kids
All
Base 12 30 42
< 25 8% 23% 8
25 - 50 75% 60% 27
> 50 16% 17% 7
Base 42
Trolley 75%
Basket 19%
Carrying 6%
Male Female All
Base 57 143 200
< 25 18% 24% 45
25 - 50 56% 59% 116
> 50 26% 17% 39
With young kids
Without young kids
All
Base 45 155 200
< 25 50% 35% 77
25 - 50 40% 36% 74
> 50 10% 29% 49
Base 200
Trolley 63%
Basket 28%
Carrying 9%
All shoppers Category buyers
Base 200
Buyer 21%
Non-buyer 79%
Base = 200
1313
Key Performance Metrics
Performance metric Result
Conversion Rate 3.8%
Average Time in store 00:02:52
Average number of zones shopped 1.78 out of 5
% of staff interaction with customers 69%
Overall for the concession store
Performance metric Result
Conversion Rate 5.5%
Average Time in store 00:03:46
Those customer who have staff interactions
1414
Staff Interactions
• 69% of customers entering the store have some form of interaction with the staff
• Of this 69%, 96% of staff interactions are initiated by the staff themselves
1st staff interaction
1515
Total time spent in store
Total sample
Buyers
Non-buyers
Staff interaction
No staff interaction
2m52s
20m47s
2m10s
3m46s
55s
On average, customers spend just under 3 minutes within the store
Those who buy products have a much longer dwell time within the store, which is mainly due to the time it takes to process the transaction. Staff have to put through the transaction twice.
Staff interaction encourages customers to spend longer in store
NB buyers is based on a sample of only 14 customers
1616
Entry and Exit pointsWhere do customers enter and exit from?
The largest minority of customers enter and exit via access point one.
There is an even split between customers entering and exiting via access points two and three.
Access Point 1 Access Point 2 Access Point 3
38%
25%36%
39% 35%26%
Enter Exit
1717
Flow around the store
• Due to the size of the store, majority of customers will walk around the whole of the store.
• 4% of customers observed used the store as a cut-through
All customers total flow
18
Differences with genderMales Females
Definite paths through the aisles to the Men’s zone for males
1919
Interactions
Stop and Look Touch/pick up Take away/buy
Interact with staff
Sit down
53%
38%
0%
26%
0%
53%
38%
2%
26%
0%
48%
32%
1%
27%
0%
24%
15%
2%
15%
1%0% 0% 0%3%
0%
Ladies 1
Ladies 2
Ladies 3
Mens
Cash desk
Shoppers interact more with the products in the 3 Ladies zones compared to the Mens zone.
NOTE: Percentages are showing proportion of all shoppers that are interacting in a certain zone.
20
Interactions by gender
20
We see similar gender patterns with shopper interaction of the different zones as we saw with shopper paths
Although females shop the Ladies zones more than males, Ladies 2 does attract more males than the other zones. This is primarily due to unisex products (sunglasses and scarves).
Female Male
70%
23%
Female Male
57%40%
Female Male
12%
60%
Female Male
54%
30%Stop and Look
Ladies 1 Ladies 2 Ladies 3 Mens
Touch / Pick up
Female Male
47%
12%
Female Male
43%25%
Female Male
7%
39%
Female Male
37%17%
Ladies 1 Ladies 2 Ladies 3 Mens
21
Interactions by age
21
Ladies 1 attracts older shoppers, however Ladies 2 gets more interest from the younger age groups. This is likely to be because the products in Ladies 2 are smaller items that cost less and therefore more affordable.
The Men’s zone also has a lot of interest from younger shoppers, particularly those under 21.
<21 21-40 >40
43% 51% 58%
<21 21-40 >40
60% 54% 48%
<21 21-40 >40
31% 25% 19%
<21 21-40 >40
43% 50% 47%Stop and Look
Ladies 1 Ladies 2 Ladies 3 Mens
Touch / Pick up
<21 21-40 >40
29%38% 41%
<21 21-40 >40
46% 39% 35%
<21 21-40 >40
26%16% 11%
<21 21-40 >40
29% 32% 34%
Ladies 1 Ladies 2 Ladies 3 Mens
2222
Typical shopper interactions
Stop and Look
Touch/ pick up
Take away/ buy
Interact with staff
Sit down
Total sample 3.59 2.82 0.05 1.03 0.02
A typical shopper:
Would stop and look at 4 different products
They would touch or pick up 3 of these products
1 of these interactions would involve a member of staff
It would rarely result in a sale
23
Buyers and Non Buyers Comparison
• Overall store conversion rate = 3.8%
– Buyers spend longer in the store (20m47s vs. 2m10s)
– All buyers interact with staff, even before they reach the Cash Desk
– Buyers on average shop more zones than non-buyers (2.14 vs. 1.76)
– Buyers on average stop and look at almost double the number of products than non-buyers (6.43 products)
NB buyers is based on a sample of only 14 customers
24
Profiles of Buyers and Non Buyers
Higher proportion of males amongst buyers than non-buyers
Buyers tend to be younger than non-buyers
57%43%
Buyers
Female Male
76%
24%
Non – Buyers
Female Male
36%
43%
21%
Buyers
<21 21-40 >408%
59%
33%
Non-Buyers
<21 21-40 >40
50%
36%
14%
Buyers
Alone Couple/pairGroup
54%36%
10%
Non-Buyers
Alone Couple/pairGroup
Gender Age
Shopper Group
NB buyers is based on a sample of only 14 customers