Dreaming, Exploring, Locating: Understanding the new customer journey
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From Simple to Splintered to Seamless: In this new technology-enabled world, how can brand marketers and retailers capture the imagination and retain the loyalty of their customers? FITCH believes Seamless Retail Experiences require a new approach. - See more at: http://www.fitch.com/think-article/dreaming-exploring-locating-understanding-the-new-customer-journey/#sthash.rQV6aDg4.dpuf
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Dreaming, Exploring, Locating: Understanding the new customer journey
- 1. 1 DREAMING EXPLORING LOCATING UNDERSTANDING THE NEW CUSTOMER JOURNEY
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- 3. SHOPPER MINDSTATES Brand Experience Experience Signatures™ 3
- 4. Through proprietary research, FITCH has identified 4 universal ‘shopper mindstates’ (DELE) that characterise their behaviors. Dreaming No specific purchase intent Exploring Purchase intent in the category Locating Specific product or service Experiencing Post-purchase using product or service Experience Signatures™ | Shopper Mindstates 4
- 5. MINDSTATES DREAMING BE INSPIRED LEARNING HAVING FUN I WANT TO GET FITTER 5
- 6. MINDSTATES EXPLORING BROWSE EASILY MORE INFORMATION NARROW CHOICES I WANT A PAIR OF TRAINERS FOR RUNNING 6
- 7. MINDSTATES LOCATING EASY TO FIND USEFUL REMINDERS REASSURANCE I WANT A PAIR OF NIKE FLYKNIT BLUE SIZE 8 7
- 8. MINDSTATES EXPERIENCING CARE AND ADVICE ACTIVE COMMUNITY GETTING MOST OUT OF PURCHASE I WANT TO GET THE MOST OUT OF MY RUNNING 8
- 9. Experience Signatures™ | Shopper Mindstates The retail imperative. These drive new the shopper journey and related success metrics. Dreaming No specific purchase intent Exploring Purchase intent in the category Locating Specific product or service Experiencing Post-purchase Using product or service Being inspired Learning Having fun Browse easily More information Narrow choices Easy to find Useful reminders Reassurance Care and advice Active community Getting most out of purchase Drives: Traffic Trial Transaction Satisfaction 9
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- 28. EXPERIENCE SIGNATURES VIVID Homes China 28
- 29. Love where you live Seamless Retail experience - VIVID Homes by B&Q We believe everyone can have better lives through better homes. And VIVID Homes has a better way to make that happen. 29
- 30. Experience Signatures™ | Vivid Homes 30
- 31. Experience Signatures™ | Vivid Homes Shopping process 31
- 32. Experience Signatures™ | Vivid Homes Save and share ideas to online moodboard and forum 32
- 33. Experience Signatures™ | Vivid Homes Shanghai Store 33
- 34. Experience Signatures™ | Vivid Homes VIVID Coaches 34
- 35. Experience Signatures™ | Vivid Homes Get started 35
- 36. Experience Signatures™ | Vivid Homes Get started 36
- 37. Experience Signatures™ | Vivid Homes Browse the Dreamhome apartment 37
- 38. Experience Signatures™ | Vivid Homes Collect ideas with an interactive card 38
- 39. Drag ideas from the mood board to see them instantly visualised in a typical 3D apartment model with an approximate cost. Experience Signatures™ | Vivid Homes See your ideas with a cost estimate 39
- 40. 40 Experience Signatures™ | Vivid Homes Build your home layer by layer
- 41. Experience Signatures™ | Vivid Homes Try it on for size with a VIVID Coach 41
- 42. Experience Signatures™ | Vivid Homes Invite friends and family to Premiere your home When the plan is complete customers are given VIVID gold tickets to invite friends and family to ‘Premiere their home’ at an exclusive VIP screening. Here the customers get to experience their future home in an immersive projection ‘cube’ before it’s built. 42
- 43. Experience Signatures™ | Vivid Homes Premiere your home in 4D before its built 43 Experience new homes in 4D before they are built Seeing is believing – maximise sales conversion for the complete scheme
- 44. Experience Signatures™ | Vivid Homes Track builders progress with the Pocket Coach APP 44
- 45. Seamless Retail™ | Experience Signatures How to use your new home with Home passport 45
- 46. Seamless Retail™ | Experience Signatures Save and manage with the VIVID project 46
- 47. Experience Signatures™ | Vivid Homes DREAMING EXPLORING LOCATING EXPERIENCING P H D 47
- 48. Experience Signatures™ | Vivid Homes DREAMING EXPLORING LOCATING EXPERIENCING P H D Save & share to online mood board & forum See ideas with a cost estimate 4D simulation of home before its built Be your home expert with a VIVID Coach Track project & how to use new home Try it on for size with a VIVID Coach Spokesperson & home health checks Trusted products & Fit out Crew Collect ideas in the Dreamhome Customise choices and fit home to you Move in to new home experience Build home layer by layer 48
- 49. Experience Signatures™ | Vivid Homes DREAMING EXPLORING LOCATING EXPERIENCING P H D Save & share to online mood board & forum See ideas with a cost estimate 4D simulation of home before its built Be your home expert with a VIVID Coach Track project & how to use new home Try it on for size with a VIVID Coach Spokesperson & home health checks Trusted products & Fit out Crew Collect ideas in the Dreamhome Customise choices and fit home to you Move in to new home experience Build home layer by layer 49
- 50. Experience Signatures™ | Vivid Homes DREAMING EXPLORING LOCATING EXPERIENCING P H D TRAFFIC Increase in: • Awareness and authority • Connected online and in store traffic TRIAL Increase in: • See your ideas trial • Planning sessions TRANSACTION Increase in: • Coach sessions • Project sign ups and value SATISFACTION Increase in: • Customer satisfaction • Staff survey and retention 50
- 51. Experience Signatures™ | Vivid Homes 51
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Notas del editor
- Always starts - The consumer is at the heart of everything we do
- Always starts - The consumer is at the heart of everything we do
- Always starts - The consumer is at the heart of everything we do
- Always starts - The consumer is at the heart of everything we do
- Always starts - The consumer is at the heart of everything we do
- Always starts - The consumer is at the heart of everything we do
- Always starts - The consumer is at the heart of everything we do
- Always starts - The consumer is at the heart of everything we do
- Always starts - The consumer is at the heart of everything we do
- Always starts - The consumer is at the heart of everything we do
- To create a home décor retail model that unlocks the true business potential of the China market for B&Q $28bn market B&Q China is market leader 0.04% share
- To create a home décor retail model that unlocks the true business potential of the China market for B&Q $28bn market B&Q China is market leader 0.04% share Highly fragmented decoration contractor driven market It’s a do-it-for-me market – no ‘hands-on’ culture Huge paranoia about being ripped-off, fakes and unsafe products (contractor story of replacing genuine product with fakes at Jo Shien 2 mile square renovation complex in Shanghai, China It’s a arduous, bewildering process for most customers Market is driven by a seven year life stage cycle with high influence from couples parents
- Importance of research via forums and scrapbooking - collecting of ideas Online and offline collection of ideas and access to experts via the forums
- Instead of the “do it yourself” or “do it for me” approaches to home renovation, VIVID Homes offers a unique “do it with me” partnership that lets customers choose the amount of support they need throughout the design process. With B&Q experience and expertise to back us, VIVID teams can coach customers to create the home that’s right for them. As their trusted advisors, they know that no one knows what they want better than they do. Note – coaches using digital tools to consult with consumers on renovation forums to drive traffic to the store
- Dreaming Learn how to Live Better through your home. Spokesperson campaigns, in-store workshops and home health checks. Explore VIVID coaches empower and partner with customers to achieve their dream home and Live Better through it. Locate Get your home measured and then try it all on for size on screen. Save and manage it all via your central project plan Experience Fit out crew arrives on site with their live in capsule. Working with trusted products they deliver the project on-time, on budget and to quality.
- Always starts - The consumer is at the heart of everything we do
- Always starts - The consumer is at the heart of everything we do