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Retailing, Brands and the Consumer Experience - Research Findings and Implications
 

Retailing, Brands and the Consumer Experience - Research Findings and Implications

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Presentation summarizing results of survey examining consumer satisfaction with their experience across 20 aspects, spanning Discovering, Choosing, Buying and Using Products and services.

Presentation summarizing results of survey examining consumer satisfaction with their experience across 20 aspects, spanning Discovering, Choosing, Buying and Using Products and services.

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    Retailing, Brands and the Consumer Experience - Research Findings and Implications Retailing, Brands and the Consumer Experience - Research Findings and Implications Presentation Transcript

    • ©immr 2013 1 Permission granted to cite, copy and distribute with attribution Retailing, Brands and the Consumer Experience May 23, 2013 Dr. Phil Hendrix Director, immr and GigaOm Pro analyst www.immr.org 1 (770) 612*1488 phil.hendrix@immr.org @phil_hendrix Based on report:
    • ©immr 2013 2 Permission granted to cite, copy and distribute with attribution How Consumers Feel about Retailers The Love*Hate Relationship with Shopping How Mobile Impacts Consumer Experience Strategic Questions for Brands Overview
    • ©immr 2013 3 Permission granted to cite, copy and distribute with attribution Research Findings
    • ©immr 2013 4 Permission granted to cite, copy and distribute with attribution Convenience Stores Warehouse Clubs Discount Stores Grocery Stores Drug Stores Department Stores Consumer Electronics Home Improvement Which Stores Are Consumers “Happy” with?
    • ©immr 2013 5 Permission granted to cite, copy and distribute with attribution Which Stores Are Consumers “Happy” with? 1. Warehouse Clubs 2. Discount Stores 3. Grocery Stores 5. Drug Stores 6. Department Stores 7. Consumer Electronics 4. Home Improvement Best Worst Source: immr Shopping Survey
    • ©immr 2013 6 Permission granted to cite, copy and distribute with attribution How Happy Are Consumers with Retailers? On Average: 1 in 4 “Very Happy” 1. Warehouse Clubs 2. Discount Stores 3. Grocery Stores 5. Drug Stores 6. Department Stores 7. Consumer Electronics 4. Home Improvement Source: immr Shopping Survey
    • ©immr 2013 7 Permission granted to cite, copy and distribute with attribution 1 in 4 “Very Happy” 53% “Very Happy” vs. How Does that Compare to Amazon? Brick and Mortar Source: immr Shopping Survey
    • ©immr 2013 8 Permission granted to cite, copy and distribute with attribution Discover Choose Buy Use Customer Experience > Path*to*Purchase
    • ©immr 2013 9 Permission granted to cite, copy and distribute with attribution Stops Along the Consumer Journey
    • ©immr 2013 10 Permission granted to cite, copy and distribute with attribution † Source: immr Shopping Survey Love*Hate Relationship
    • ©immr 2013 11 Permission granted to cite, copy and distribute with attribution Can Mobile Save Shopping? Source: If Shopping is Broken, Can Mobile Fix It? Dr. Phil Hendrix, immr
    • ©immr 2013 12 Permission granted to cite, copy and distribute with attribution Strategic Questions For Brands
    • ©immr 2013 13 Permission granted to cite, copy and distribute with attribution #1. Are We Excelling at PEER? Reinforce Reinforce Surprise/ Delight Remove Frictions Learn† & Adapt † Securely, with full transparency Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix, immr
    • ©immr 2013 14 Permission granted to cite, copy and distribute with attribution #2. Are We “Fully Engaged” with Customers? What I Like Who I am… Where I am What’s Nearby What’s going On What I respond to What I’ve bought Where I’ve been What I need Where I’m going Source: How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing, Dr. Phil Hendrix KnowJ Expectations
    • ©immr 2013 15 Permission granted to cite, copy and distribute with attribution #3. Are We “Tuned into” Digital Signals? LocationLocation SocialSocial HistoryHistory Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr
    • ©immr 2013 16 Permission granted to cite, copy and distribute with attribution #4. Are We Engaging by Consumers’ Rules? Right*time Relevant Personalized Rewarding Source: Drive Revenue and Loyalty by Engaging Mobile and Social Consumers, Dr. Phil Hendrix, immr
    • ©immr 2013 17 Permission granted to cite, copy and distribute with attribution #5. Are Numerator & Denominator in Balance? Customer Benefits Customer Effort LoyaltyLoyalty = ffff Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix
    • ©immr 2013 18 Permission granted to cite, copy and distribute with attribution #6. Are We Helping Customers Succeed? Minimizing Friction Time Annoyances Uncertainty Cost Badoutcomes Risk Enabling Shoulds Fitness Savings Social Green Education Maximizing Wants Fun Food Acceptance Avoid, minimize, or eliminate “Satisfice” “Maximize” Entertainment Recognition “Good for You” (Resolutions)
    • ©immr 2013 19 Permission granted to cite, copy and distribute with attribution #7. What’s Our Role in Consumers’ Lives? And Are We Aligned around these Roles? Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix
    • ©immr 2013 20 Permission granted to cite, copy and distribute with attribution #8. Is Our House of Loyalty Built to Last? Jand Do We Have the Right Foundation? Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix
    • ©immr 2013 21 Permission granted to cite, copy and distribute with attribution #9. Are We Innovating at Retail? Stage 4 Stage 3 Stage 2 Marketing Sales Finance Operations Field service HR Legal Support IT Stage 1 Connecting to: Internal data External data Platforms Partners “There’s an app for that” Keeping Up Keeping Up Mobilizing Processes Mobilizing Processes Leapfrogging Competitors Leapfrogging Competitors Mobile Innovation Mobile Innovation Payoff Agile Development Small bets All in Time and Investment Remember… Paul Graham, YCombinator Source: Mobilizing the Enterprise, Dr. Phil Hendrix, immr “Returns are concentrated in a few big winners” “Best ideas look initially like bad ideas…”
    • ©immr 2013 22 Permission granted to cite, copy and distribute with attribution #10. Are We Placing the Right Strategic Bets? Source: immr Mobile Apps Research, forthcoming
    • ©immr 2013 23 Permission granted to cite, copy and distribute with attribution Appendix
    • ©immr 2013 24 Permission granted to cite, copy and distribute with attribution Additional Perspectives † Copies available at www.immr.org Available at pro.GigaOm.com
    • ©immr 2013 25 Permission granted to cite, copy and distribute with attribution Bio – Dr. Phil Hendrix Dr. Phil Hendrix Director, immr www.immr.org +1 (770) 612*1488 phil.hendrix@immr.org @phil_hendrix Dr. Phil Hendrix is the founder and director of immr, a research and advisory firm focused on market opportunities afforded by new technologies, and an analyst with GigaOm Pro. He specializes in helping organizations evaluate and capitalize on opportunities that are new6to6customers and new6 to6market. Dr. Hendrix has extensive experience uncovering customer needs, identifying triggers and hurdles to adoption, and developing strategies that unlock market opportunities, both B2C and B2B. As an analyst, Phil focuses on mobile innovation and the implications for companies across industries. He is a regular contributor at leading industry conferences, including GigaOm’s Mobilize, Structure:Data, Street Fight (hyperlocal), ad:tech, iMedia Summit, Social6Loco and others. His current work focuses on mobile and its impact on consumer behavior, especially shopping, M6 commerce and mobile payment. As a consultant and advisor, Phil has led significant engagements with startups and Fortune 100 clients in mobile, consumer electronics, and related categories, including financial services, transportation, insurance and others. He works closely with senior management and project teams on key issues, including market sizing, segmentation, positioning, and branding as well as innovation, user experience, and customer retention. Over the course of his career, Phil has helped clients conceive and successfully launch dozens of new products, services and businesses. Before founding immr, Phil was a partner with DiamondCluster (strategy and technology consultancy), founder and head of IMS (Integrated Measurement Systems), and a principal with Mercer Management Consulting (now Oliver Wyman). He has held faculty positions at Emory University and the University of Michigan, where he taught courses in marketing, research, and buyer behavior for MBAs and executives. While at Michigan Dr. Hendrix also held a joint appointment as a research scientist in the Survey Research Center, Institute for Social Research. Additional information on immr perspectives and reports prepared by Dr. Hendrix is available at immr and Slideshare, with additional information available at GigaOm Pro.
    • ©immr 2013 26 Permission granted to cite, copy and distribute with attribution immr – Recent and Forthcoming Reports Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers Engaging Connected Consumers – Strategies for Brands, Retailers and Local Businesses† If Shopping is Broken, Can Mobile Fix it? Raising the Bar – Mobile and Customer Loyalty Social + Location + Mobile: SoLoMo Analytics and the Transformation of Shopping† How Consumers Are Using Local Search Mobilizing the Enterprise with Custom Mobile Solutions: Pt. 1 and 2 The Promise of Hyperlocal: Opportunities for Publishers and Developers Tuning into Consumers’ Digital Signals How SoLoMo is Empowering Consumers, Transforming Shopping, and Disrupting Advertising and Retailing Location – the Epicenter of Mobile Innovation † Forthcoming