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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
What Does
“Experience”
Really Mean in
Consumer Electronics?
Dan Seymour, Director, NA Shopper Marketing, Dell Inc.
John Kalvin, Consumer Channel Marketing Manager, NA Consumer Sales & Marketing, Intel Corp.

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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
Dell - Restricted - Confidential
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
Experience.
Is it a Viable
Strategy?

3. EXPERIENCE
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS

4. Consumer
Electronics
are Confusing.
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS

5. In Retail,
there is
Always an
Experience.
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS

6. Online.
At home.
In store.
On-the-go.
We
Study
Shoppers.
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7. *Need image that expresses High-Level Message. Data will be
articulated in speaking points.
Shopper
Attention:
Short Supply.
High Demand.
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8. *Need image that expresses High-Level Message. Data will be
articulated in speaking points.
4.7
Seconds
4.7
Seconds
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
45%
20%
10%
10%
5%
10%
Fact Tag
Demo
Callouts
Display Stand
Category Signs
All Others
Six Primary Assets
Share Shopper Attention
Source: IMR

9. 6Imperatives
for Building
Experience
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10. 6 Imperatives for Building Experience
1.Connect Online & In-store Shopping Experiences
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11. 6 Imperatives for Building Experience
1.Connect Online & In-store Shopping Experiences
2.Organize & Identify the Products
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS

12. 6 Imperatives for Building Experience
1.Connect Online & In-store Shopping Experiences
2.Organize & Identify the Products
3.Prioritize the Shopper Information at 2’ Experience
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS

13. 6 Imperatives for Building Experience
1.Connect Online & In-store Shopping Experiences
2.Organize & Identify the Products
3.Prioritize the Shopper Information at 2’ Experience
4.Highlight What’s New & Different
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS

14. 6 Imperatives for Building Experience
1.Connect Online & In-store Shopping Experiences
2.Organize & Identify the Products
3.Prioritize the Shopper Information at 2’ Experience
4.Highlight What’s New & Different
5.Provide Expert Advice
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS

15. 6 Imperatives for Building Experience
1.Connect Online & In-store Shopping Experiences
2.Organize & Identify the Products
3.Prioritize the Shopper Information at 2’ Experience
4.Highlight What’s New & Different
5.Provide Expert Advice
6.Enable the Shopper to Experience the Product
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50%
Want more
hands-on
Experience

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Whatever
the product,
Shoppers
are buying
Experience.

18. Retail Stores
Need to be
the Home of
Experience.
Again.
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20. Measuring
the Win
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21. Optimizing
“Experience”
for Consumer
Electronics Shoppers
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Renewed Shopper Focus
Builds New Relationships
“Had much
to learn”55%
Experience
was lacking40%

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Dell Shopper Marketing Retail Evolution
– from Trade to Shopper Marketing
Intro to Dell SM - Dan’s vision –
Intro to Dell SM capabilites
What was the catalyst?
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New
Relationships
Create
New Roles
We are
the Shoppers’
Advocate.

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Optimizing
Experience
LAPTOP
Toothpaste
DESKTOP
49
40
22
OPEN TO
BRAND AT
BEGINNING:

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Optimizing
Experience
RESEARCH
BEFORE
PURCHASE:
76
82
16
LAPTOP
Toothpaste
DESKTOP

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Visit
Website84% Visit
Store80%

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67%84%

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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
53%47%

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.com
53%48%

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Shoppers
Define
Experience.
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31. We Measured 120 Needs
Comprising Shoppers’ Experience
in Consumer Electronics
Fielded:
Sample size:
Respondent
criteria:
Visit distribution:
2014
n=1,000
Past month purchasers of key Dell categories
Next three month intenders of key Dell categories
47%
Store
43%
E-com
10%
Info Site

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Purchase
Awareness &
Inspiration
Education &
Empowerment
Favorable
Process &
Policies
Convenient
Shortcuts
Details &
Validation
Intuitive
Organization
& Navigation
2 Types of Shopper Needs
Aspects of Retailer performance
& requirements to increase trips
& improve conversion.
Core Needs
Trip Needs

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Core Needs
• Present on every trip, regardless
of the shopper’s purpose.
• Under-delivery of a core need
is a barrier to trial and repeat.
Intuitive
Organization
& Navigation
Awareness &
Inspiration
Education &
Empowerment
Favorable
Process &
Policies
Convenient
Shortcuts
Details &
Validation
Purchase
“Cost of Entry”
to be in consideration
set for purchase

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Education &
Empowerment
Awareness &
Inspiration
Favorable
Process &
Policies
Convenient
Shortcuts
Details &
Validation
Intuitive
Organization
& Navigation
PurchaseTrip Needs
• Stores & websites compete
to address & guide shoppers
• Distinct to different
trips & shoppers
The basis for
differentiation &
Optimizing Experience
In Consumer Electronics

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Store-in-Store
Program

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Shopper Loyalty
Reputation as Authority
Compelling Assortment
Intelligent, Experienced Associates
+
Why Micro Center?

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Awareness
& Inspiration
Education &
Empowerment
Favorable
Process
& Policies
Convenient
Shortcuts
Details &
Validation
Intuitive
Organization &
Navigation
Purchase
20%
of all trips
• Immersive Experience
• Latest CE products in stock
• Ensure this device is
right for me
• Knowledgeable &
helpful associates
• Experience devices as in real life
Trip Needs Segment
Opportunity:
Awareness & Inspiration

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Experience
Contributes to
Excitement of
Getting New Device
Only
17%
v. Avg.
20%

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Offer a
Completely
Immersive
Experience
15%
v. Avg.
15%

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Carries the
latest Devices
47%
v. Avg.
39%

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Devices
displayed
In an attractive
manner
30%
v. Avg.
30%

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Knowledgeable
about
Devices
30%
v. Avg.
22%

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Experience
the Devices
as they would
in Real World
23%
v. Avg.
18%

44. OPTIMIZE EXPERIENCE
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THE VIABLE STRATEGY FOR RETAIL’S FUTURE

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OPTIMIZE EXPERIENCE
THE VIABLE STRATEGY FOR RETAIL’S FUTURE
A SPECTRUM FOR DIFFERENTIATION

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OPTIMIZE EXPERIENCE
THE VIABLE STRATEGY FOR RETAIL’S FUTURE
A SPECTRUM FOR DIFFERENTIATION
FOCUS ON SHOPPER NEEDS: CORE & TRIP NEEDS

47. Thank you.
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