ConsumerX Retail: Best Location

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The best location is in the hearts and minds of your best customers. Learn how to be where they are everyday.

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ConsumerX Retail: Best Location

  1. 1. Be Where They Are Beyond Location, Location, Location Grow It, Make It, Sell It Ohio Micro Business Exchange May 25, 2010
  2. 2. Where would you rather shop? ©2010 Consumer Experience Design. All Rights Reserved
  3. 3. Where would you rather shop? ©2010 Consumer Experience Design. All Rights Reserved
  4. 4. Where would you rather shop? ©2010 Consumer Experience Design. All Rights Reserved
  5. 5. Where would you rather shop? ©2010 Consumer Experience Design. All Rights Reserved
  6. 6. Where would you rather shop? ©2010 Consumer Experience Design. All Rights Reserved
  7. 7. Where would you rather shop? ©2010 Consumer Experience Design. All Rights Reserved
  8. 8. Where would you rather shop? ©2010 Consumer Experience Design. All Rights Reserved
  9. 9. Where would you rather shop? ©2010 Consumer Experience Design. All Rights Reserved
  10. 10. Where would your best customers rather shop? ©2010 Consumer Experience Design. All Rights Reserved
  11. 11. Location Location Location The BEST location is in the hearts and minds of your best customers. ©2010 Consumer Experience Design. All Rights Reserved
  12. 12. Physical Space Physical Digital Social Social Opportunity Path Digital Brand+Consumer =Together ©2010 Consumer Experience Design. All Rights Reserved
  13. 13. We work with retailers and brands to understand their best customers and develop ideal experiences.
  14. 14. Chuck is principal strategist. More than 20 years in retail and consumer consulting based on the Principles of Consumer Centricity. Started as a merchant at Crate & Barrel and Macy's West, (executive training program). He has served as a strategist and consultant at Retail Planning Associates (RPA), and FITCH (a WPP company). Clients have included Rocky Brands, Design Market Place, HSBC Bank, Kraft, HON, Nintendo, Wrangler, Intel, Humana, Johnson & Johnson, Dell, Kmart, Columbia Sportswear, HP, and Staples. ©2010 Consumer Experience Design. All Rights Reserved
  15. 15. Chuck is accessible. ConsumerX Web http://www.ConsumerExperienceDesign.com/ ConsumerX Blog http://cxchuck.blogspot.com/ Chuck’s LinkedIn http://www.linkedin.com/in/chuckpalmer Chuck’s Twitter http://twitter.com/cxChuck Chuck Palmer's RetailWire BrainTrust Blog http://bit.ly/3fnCTb ©2010 Consumer Experience Design. All Rights Reserved
  16. 16. Be Where They Are
  17. 17. Be Where They Are Know your purpose Know your defendable position Know your unique connection to your best customers rational and/or/both emotional ©2010 Consumer Experience Design. All Rights Reserved
  18. 18. Be Where They Are Physical Presence Traffic+Configuration+Visibility Digital Presence Web site Social Presence Facebook, Twitter, Community Events ©2010 Consumer Experience Design. All Rights Reserved
  19. 19. Be Where They Are Know your best customers At least 3 segments ©2010 Consumer Experience Design. All Rights Reserved
  20. 20. Be Where They Are Know why they buy Occasions ©2010 Consumer Experience Design. All Rights Reserved
  21. 21. Be Where They Are ©2010 Consumer Experience Design. All Rights Reserved
  22. 22. Location Best Practices
  23. 23. Location Best Practices Start with the end in mind What do you want your customer to experience? Walk in their shoes. How much space? Display vs. Operation (cashwrap, admin) vs. Storage ©2010 Consumer Experience Design. All Rights Reserved
  24. 24. Location Best Practices Type of Place Convenience Shopping Service Urban Suburban Strip or Mall Event: Farmer’s/Flea Market ©2010 Consumer Experience Design. All Rights Reserved
  25. 25. Location Best Practices Sightlines Customer Experience Video: Pop Up Market ©2010 Consumer Experience Design. All Rights Reserved
  26. 26. Location Best Practices Visibility Customer Experience Video: Shopping Street ©2010 Consumer Experience Design. All Rights Reserved
  27. 27. Location Best Practices Corners Customer Experience Video: Shopping Street ©2010 Consumer Experience Design. All Rights Reserved
  28. 28. Location Best Practices Context Customer Experience Video: Shopping Street ©2010 Consumer Experience Design. All Rights Reserved
  29. 29. Location Best Practices Consider Accessibility Critical Mass Visibility Sight lines Adjacencies competitive & complementary Context ©2010 Consumer Experience Design. All Rights Reserved
  30. 30. Thank You. Consumer Experience Design Chuck Palmer, Principal 614.562.9315 cx.Chuck@gmail.com www.ConsumerExperienceDesign.com
  31. 31. Be very careful with your sign. ©2010 Consumer Experience Design. All Rights Reserved
  32. 32. We are Consumer-guided & Operationally-grounded. We are a team of seasoned executives who know how and why consumers think and how to align your business with them. We translate that knowledge into compelling brand experiences. In-Store + Online + Mobile We bring brand + consumer together. Every step of the way. ©2010 Consumer Experience Design. All Rights Reserved
  33. 33. What we do. How we do it. ©2010 Consumer Experience Design. All Rights Reserved
  34. 34. Logo Field We work with retailers + brands to define & develop ideal customer experiences. ©2010 Consumer Experience Design. All Rights Reserved
  35. 35. Insight Into Foresight. We come to understand who your consumers are, who they aspire to be and what they want to do next. Our team of consumer & design strategists take decades of experience developing global brands and convert consumer insights into actionable, defendable foresight. We define the intersection of consumers’ rational & emotional drivers and your business goals. ©2010 Consumer Experience Design. All Rights Reserved
  36. 36. Foresight Into Action. The moment of decision is the moment of truth. When a consumer decides to buy—whether in the store aisle, in the fitting room, on a website, or on their phone—it is vital that internal operations are aligned to support the customer experience. The framework in which they buy must seamlessly facilitate the transaction and, most importantly, further a positive relationship with your brand. We are in the business of realization. We work with an extensive network to help you make good on the brand promise in real space and real time. ©2010 Consumer Experience Design. All Rights Reserved
  37. 37. Who we are. Why we do it. ©2010 Consumer Experience Design. All Rights Reserved
  38. 38. Kraft New Convenience Store Assortment ® Under contract with Fitch
  39. 39. Insight Convenience store consumers, predominantly men, seek a broader variety of food choices in their everyday visits. Foresight Provide the right assortment of products packaging and pricing of Kraft’s broad portfolio of brands. Action Present the Kraft portfolio in the context of a new convenience store prototype. Kraft New Convenience Store Assortment ®
  40. 40. Focus groups and ethnographic research informed the development of our Foresight. Kraft’s C-Store customers, their customer journeys and an idealized first-person experience become the foundation of the design strategy. Kraft New Convenience Store Assortment ®
  41. 41. Johnson & Johnson Oral Care Habits & Product Selection ® Under contract with Fitch
  42. 42. Insight In-aisle comparison and media input are the two most important areas of influence on shoppers’ brand preference in oral care. Foresight Learn first-hand how J&J’s best retailers & consumers define oral care and their relationships with oral care products. Action Define best channel- specific opportunities. Johnson & Johnson Oral Care Habits & Product Selection ®
  43. 43. Findings & Recommendations Opportunities are synthesized from the ethnographic, executive and retailer interviews and a deep understanding of proprietary and secondary research. These recommendations inform a variety of consumer touchpoints: assortment planning, Elevate Oral Health and Connect with Overall Health & in-aisle shopper Wellness marketing, promotions, packaging and messaging. Show How Each Part of an Oral Care Regimen Compliments and Builds upon the Others Provide Order and Space in the Aisle to Help Organize the Sense of Being Overwhelmed Create Positive Interruptions in the Aisle Acknowledge and Respond to Consumer Trigger Events Johnson & Johnson Oral Care Habits & Product Selection ®
  44. 44. The Home Depot Improving the Customer Journey Under contract with Fitch
  45. 45. Insight Consumers have trouble finding specific products and are not aware of new products and categories. Foresight Improve signage and displays to guide and direct customers to the items they seek and introduce new products along the way. Action Develop a set of simple, actionable recommendations to improve customer experience through visual communications and merchandising. The Home Depot: Improving the Customer Journey
  46. 46. Executive interviews and an analysis of proprietary and secondary information were conducted to establish our baseline of understanding. The Customer Journey Rationale defined the needs and expectations of both customer and company every step of the way. The Shopper Path ranked The Home Depot against a set of comparative and competitive brands. The Home Depot: Improving the Customer Journey
  47. 47. Our findings and recommendations are delivered in a set of simple, actionable steps with supporting best practice examples. We presented our findings and recommendations to the leadership, management and staff. The Home Depot: Improving the Customer Journey
  48. 48. Kmart Consumer Centric Store Experience Under contract with Fitch
  49. 49. Insight Consumers shop Kmart for specific categories of merchandise. Foresight Pair consumer segments and their shopping occasions with concentrated product groups in the store, new assortments and adjacencies. Action Shift Kmart from traditional discount format to a marketplace of finds. Kmart Consumer Centric Store Experience
  50. 50. Who They Are and Why They Buy First-person narratives inspire client, strategy and design team to develop the idealized customer experiences for specific shopping occasions. We worked with Sears/Kmart executives and McKinsey to synthesize data from nine (9) key consumer segments and 63 shopping occasions. These four were selected as the highest value investment targets. Based on quantitative and qualitative and secondary source research we wrote first- person narratives that provide insight into the rational and emotional drivers of these people, and the ideal experience we aim to provide. Kmart Consumer Centric Store Experience
  51. 51. SKU Rationalization & Customer Journey Planning We worked closely with client staff to reduce the SKU count by one-third, focusing on high-performing and consumer- relevant products. This allowed for smaller store fixtures and thus, better sightlines to key products. By re-grouping products-all pregnancy, baby care and early childhood furniture and clothing, for example—into core areas, or beacons, “marketplaces” within the stores were created for each of the target audiences to help them get the things they needed on a regular basis, and also to introduce them to new products and categories. Kmart Consumer Centric Store Experience
  52. 52. Nintendo Shop at the Times Square Toys “R” Us ® ® Under contract with Fitch
  53. 53. Insight Kids are the gateway to Mom. Foresight Make a place where tourist Moms will feel comfortable learning from their kids. Action Manage entire project from concept to installation with a flat-fee budget. Nintendo Shop at Times Square Toys “R” Us
  54. 54. First-person narratives inspire client and design team to develop the ideal customer experience. Nintendo Shop at Times Square Toys “R” Us

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