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The clothes shopping experience   david forbes
The clothes shopping experience   david forbes
The clothes shopping experience   david forbes
The clothes shopping experience   david forbes
The clothes shopping experience   david forbes
The clothes shopping experience   david forbes
The clothes shopping experience   david forbes
The clothes shopping experience   david forbes
The clothes shopping experience   david forbes
The clothes shopping experience   david forbes
The clothes shopping experience   david forbes
The clothes shopping experience   david forbes
The clothes shopping experience   david forbes
The clothes shopping experience   david forbes
The clothes shopping experience   david forbes
The clothes shopping experience   david forbes
The clothes shopping experience   david forbes
The clothes shopping experience   david forbes
The clothes shopping experience   david forbes
The clothes shopping experience   david forbes
The clothes shopping experience   david forbes
The clothes shopping experience   david forbes
The clothes shopping experience   david forbes
The clothes shopping experience   david forbes
The clothes shopping experience   david forbes
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The clothes shopping experience david forbes

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  • 1. The Forbes Consulting Group © 2012 – Confidential - NOT FOR DISTRIBUTION MobileThe Clothes Shopping Experience: Fulfillment and Frustration In the Moment The Forbes Consulting Group, LLC MindSight® is a registered Trademark of The Forbes Consulting Group
  • 2. 3Emotions are Critical to RetailExperience Management THE FORBES CONSULTING GROUP © 2012 MISSION ACCOMPLISHED I HAD A GREAT TIME! RATIONAL EMOTIONAL
  • 3. 4But, Barriers to Emotional Insightare Significant THE FORBES CONSULTING GROUP © 2012 WON’T SAY CAN’T SAY When respondents When respondents are unwilling to talk are unable to articulate or about their feelings don’t know how they feel
  • 4. 5And the Mood of the Moment fades quicklyin consumers’ busy lives and lifestyles THE FORBES CONSULTING GROUP © 2012 What was that trip like? Let me think back….
  • 5. 6MindSight Mobile® is the Answer THE FORBES CONSULTING GROUP © 2012 DIRECTLY ACCESS CREATE AN GET EMOTIONAL THE EMOTIONAL EMOTIONAL FEEDBACK IN THE MIND VOCABULARY MOMENT
  • 6. 7Directly Accessing the Emotional Mind: THE FORBES CONSULTING GROUP © 2012 MindSight Delivers Emotional Discovery through Applied Neuroscience ½ SECOND . . . ¾ SECOND . . . >1 SECOND RECOGNITION . . . . . . . . . . . EMOTIONAL REACTION . . . . . . . . . . . . INTELLECTUAL REFLECTION THE MINDSIGHT® DISCOVERY WINDOW
  • 7. 8The MindSight® Motivational Model* THE FORBES CONSULTING GROUP © 2012 A convincingly comprehensive and accessible account of the emotional learning space INTRAPSYCHIC INTERPERSONAL INSTRUMENTAL Accepted, Safe, Confident Belonging Freedom, PowerEXPECTATIONS SECURITY BELONGING EMPOWERMENT Insecure, Afraid Isolated, Lonely Trapped, Frustrated Unique, Involved, Interesting Sharing, Caring AbsorbedEXPERIENCES IDENTITY NURTURANCE ENGAGEMENT Ordinary, Boring Selfish, Unloved Passive, Indifferent Talented, Victorious, Exceptional Proud, Respected Productive OUTCOMES MASTERY ESTEEM ACHIEVEMENT Incompetent Ashamed, Defeated, Disrespected Pointless * See D Forbes, “Toward a Unified Model of Human Motivation, Review of General Psychology June 2011
  • 8. 9Creating an Emotional Vocabulary THE FORBES CONSULTING GROUP © 2012 Hundreds of Images whose emotional meanings are validated in advance VALIDATED TO CONNECT TO THE MODEL SECURITY EMPOWERMENT BELONGING IDENTITY ENGAGEMENT NURTURANCE MASTERY ACHIEVEMENT ESTEEM
  • 9. 10Emotional Feedback In the Moment:MindSight® in Practice THE FORBES CONSULTING GROUP © 2012Psychological Priming Sentence Touch to Select Image “My clothes shopping trip today leaves me feeling_______.”
  • 10. 11A MindSight® Mobile Case Study THE FORBES CONSULTING GROUP © 2012 1,400 respondents who were clothes shopping in four retail venues: Mass Merchant (Wal-Mart/Target) Club Store (Costco; Sam’s Club) Department Stores Boutique Clothiers Intercepted leaving the venue and invited to take a MindSight® Battery “within the next 30 minutes.” Explanation that this was “a chance to help develop a totally new way of learning about emotions” Compliance was nearly 80% — Curiosity was the incentive!
  • 11. 12Clothes shopping isn’t for everyone THE FORBES CONSULTING GROUP © 2012Slightly more than half of our shopperrespondents experienced the shoppingtrip as emotionally positive overall One dimension of positive emotional experience was rewarding for almost everyone Achievement: “I got the job done” Two dimensions of negative emotional experience were limiting for nearly everyone Disengagement: “That was a bit boring” Insecurity: “Did I make the right choice?”
  • 12. 13More shoppers have a positive experienceat Boutiques and Department Stores THE FORBES CONSULTING GROUP © 2012But Happy Club Store Shoppers have a higher level of fun ☺ Net positive Emotional Experiences were reported for about 60% of the shoppers in Boutiques and Department Stores ☺ Club store shoppers were roughly split — though average positive score was stronger, average negative weaker A majority of Mass Merchandisers were negative overall
  • 13. Happy Mass Merchant shoppers 14focus on taking better care ofthemselves and their family THE FORBES CONSULTING GROUP © 2012 NURTURANCE EMOTIVE NUANCES Provided for Nurturing Protecting Generous The happy Mass merchant shopper appears to feel they are in this venue because they want to be — to maximize their ability take better care of themselves and their family despite budget constraints Note that this mindset has long been a focus of Wal-Mart positioning Wal-
  • 14. 15The Unhappy Mass Merchant shopperappears to feel insecure, trapped and bored THE FORBES CONSULTING GROUP © 2012 INSECURE EMOTIVE NUANCES Anxious Tense Insecure DISENGAGED/BORED Uninterested Apathetic Uninvolved Ineffective DISEMPOWERED/TRAPPED Restrained Weak Incapable It seems as if the unhappy Mass merchant shopper, by contrast, may feel they are in this venue because they have to be — driven there by limited economic circumstances
  • 15. The happy Club Store shopper feels that 16they are expressing personal style, andthey feel connected to “The Club.” THE FORBES CONSULTING GROUP © 2012 IDENTITY EMOTIVE NUANCES Innovative Leader Self Assured Confident BELONGING EMOTIVE NUANCES Included Accepted Connected Solidarity The opportunity to enjoy a “members only” shopping environment is recognized by market leader Costco.
  • 16. But unhappy club shoppers show a 17strong negative identity experience —and again the sense of boredom THE FORBES CONSULTING GROUP © 2012 IMPERSONAL EMOTIVE NUANCES Crowd follower Conformist Follower ConventionalDISENGAGEMENT EMOTIVE NUANCES Uninterested Unfocused Indifferent Costco and others in the Club Store space may need to look for ways to enhance the salient “rewards of membership;” at present not everyone feels like a member
  • 17. Happy Department store shoppers 18experience a sense of belonging andnurturance THE FORBES CONSULTING GROUP © 2012 NURTURANCE EMOTIVE NUANCES Provided for Taken Care of Soothing Considerate BELONGING EMOTIVE NUANCES Harmony Familiarity Camaraderie Included Feeling “at home” in an upscale environment may encapsulate the appeal of the Department store – with its relatively unspecialized premium offerings.
  • 18. 19But just being upscale isn’t alwaysexciting, or even reassuring THE FORBES CONSULTING GROUP © 2012 INSECURITY EMOTIVE NUANCES Hesitant Self Doubting Unsure DISENGAGEMENT EMOTIVE NUANCES Distracted Inattentive Unfocused Uninvolved The Department store may not get a maximum ROI on its Upscale investment – More and better ways need to be found to make the experience more exciting, and the purchaser more confident.
  • 19. The happy Boutique shopper feels exclusive 20– they are “in the know” and feelconnected to personal service as they shop THE FORBES CONSULTING GROUP © 2012 BELONGING EMOTIVE NUANCES Welcoming Friendly Team Spirit Inviting MASTERY EMOTIVE NUANCES Innovative Creative Skilled The exclusive and personalized environment of the Boutique opportunity resonates well – likely with those willing to feel “they qualify”
  • 20. But the Boutique doesn’t thrill everyone – 21and insecurity looms large (expensive baddecision?) THE FORBES CONSULTING GROUP © 2012 DISENGAGEMENT EMOTIVE NUANCES Uninterested Distracted Timid Ineffective INSECURITY EMOTIVE NUANCES Insecure Anxious Fearful Nervous Convincing every visitor that they can be “Masters of Style” may be the task for the Boutique
  • 21. 22The Bottom Line:From MindSight® to Action THE FORBES CONSULTING GROUP © 2012 Mass Merchandiser – Focus on the lifestyle outcome – “Nurture your family” not the experience Club Stores – Focus on the membership experience of being a “Club Store person” Department Stores – Focus on the feeling “at home” in an indulgent experience Boutiques – focus on the personalized service – imbue a sense of customer expertise ALL RETAILERS — Recognize the shopper boredom is a typical symptom of being emotionally dysphoric in the store – develop means to provide additional entertainment value to curtail negative associations to the shopping experience (shoppertainment?)
  • 22. The Forbes Consulting Group © 2012 – Confidential - NOT FOR DISTRIBUTION MobileEmotional Insights In the Moment The Forbes Consulting Group, LLC MindSight® is a registered Trademark of The Forbes Consulting Group

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