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Curing Shopper Boredom

Exciting summary of results from our usability study on how shoppers feel about the current state of product search and navigation, as well as a proposed new approach that puts the "fun" shoppers want into online shopping.

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Curing Shopper Boredom

  1. 1. CURING SHOPPER BOREDOM
  2. 2. LIKE A KID IN A CANDY STORE
  3. 3. CURRENT STATE OF PRODUCT DISCOVERY Shoppers opinion is ―more of the same‖
  4. 4. E-TAILING GROUP 4Q13 MYSTERY SHOPPING CONCURS Standard search tools seen across retail landscape: e-tailing 100 4Q13 Keyword Search Refine Results Price Category/Department Color Brand Size Ratings Sales/Specials Faceted Navigation Landing Page Sorts Sort Relevancy (scale of 1–5, where 5 = very relevant) Price High/Low Price Low/High Ratings New Arrivals Best Sellers/Top Sellers Best Match/Relevancy e-tailing 100 4Q12 % Change 100% 95% 80%* 84%* 68%* 67%* 47%* 36%* 31%* 75%* 94% 3.01* 93%* 95%* 79%* 62%* 57%* 49%* 100% 95% 83%* 85%* 60%* 76% 56%* 33%* 39%* 76%* 91% 3.04* 93%* 97%* 69%* 62%* 59%* 52%* Flat Flat -3% -1% 8% 9% -9% 3% -8% -1% =3% .03 Flat -2% 10% Flat -2% -3%
  5. 5. EXEMPLARY DISCOVERY TACTICS EXCEPTION RATHER THAN THE RULE 4Q mystery shopping results—ways that retailers are using discovery on their sites: ONSITE Themed / Seasonal Areas Brand Boutiques Quality / Content (scale of 1–5, where 5 = excellent) Look Book Shoppable Top Sellers Top Rated Products What’s New Video 2013 63% 78%* 3.04* 22%* 67%* 64% 37%* 92% 89% 2012 52% 84%* 2.63* 17%* 53%* 68% 40%* 87% 85% FACEBOOK Photos Product Highlights (Non-Photo) / Individual Product-Brand Pages What's New (Non-Photo) / Trends Promotions Video Product-Oriented Brand-Oriented (Corporate, Fashion Shows) 2013 99% 29% 28% 47% 80% 55%* 91%* 2012 99% 13% 10% 38% 74% 70%* 85%*
  6. 6. HOW DO SHOPPERS WANT TO DISCOVER?
  7. 7. DISCOVER THROUGH STANDARD NAVIGATION
  8. 8. DISCOVER BY SEASON & HOLIDAY
  9. 9. DISCOVER BY TREND
  10. 10. EDUCATE TO EXCITE
  11. 11. INSPIRE THROUGH IDEAS Videos Guides
  12. 12. IMAGERY BRINGS BRANDS TO LIFE Runway Street Style
  13. 13. RETAILERS EMBRACE SOCIAL DYNAMICS Pinterest Customer Favorites
  14. 14. TACTICAL MERCHANDISING TOOLS SET THE TONE FOR SELLING Must-Haves New
  15. 15. PRODUCT DISCOVERY EXTENDED TO FACEBOOK
  16. 16. WHAT ABOUT DISCOVERY THROUGH NAVIGATION?
  17. 17. ABOUT THE STUDY 1. Participant questionnaire 2. Observation of current shopping based on navigation with top retailers 3. Observation of Compare Metrics’ Adaptive Navigation shopping Gender Breakdown Age Breakdown Amount of Shopping Conducted Online
  18. 18. A LITTLE ABOUT THE SHOPPERS Control Freaks ―I’m a filter girl‖ Searchers ―Google trained me‖ Browsers ―Why no red dress?‖
  19. 19. 5 KEYS FINDINGS
  20. 20. #1 CURRENT DISCOVERY IS STALE Shoppers’ overall feedback on current state of discovery and navigation…it’s ―more of the same‖.
  21. 21. #2 SHOPPERS HAVE FOMO 73% of shoppers have a ―fear of missing out‖
  22. 22. #3 PEOPLE HAVE BEEN BURNED BY SEARCH 70% of shoppers visually browsed rather than searched 40% dislike search experiences
  23. 23. #4 SHOPPING OVERWHELMING & INEFFICIENT 52% feel the current discovery process is inefficient 64% feel overwhelmed
  24. 24. #5 SHOPPERS WANT INSPIRATION ONLINE 67% want to be inspired online 70% browse and windowshop for fun online
  25. 25. THERE IS A HUGE OPPORTUNITY IF WE CAN GET THIS RIGHT
  26. 26. A BETTER WAY TO NAVIGATE & DISCOVER
  27. 27. SHOPPER REACTIONS TO A NEW APPROACH
  28. 28. IMAGINE A DRESS…
  29. 29. TRY A NEW ADAPTIVE NAVIGATION EXPERIENCE
  30. 30. SOMETHING NEW, MODERN, DIFFERENT of participants described the Adaptive Navigation experience as ―new,‖ ―modern,‖ ―cool,‖ ―innovative‖ and ―beyond the norm.‖
  31. 31. A SIMPLIFIED EXPERIENCE 67% of participants described Compare Metrics’ Adaptive Navigation experience as ―easy,‖ or ―simple.‖
  32. 32. CONTROL SHOPPERS CRAVE 42% described the Adaptive Navigation experience as ―personalized,‖ ―custom,‖ ―flexible‖ and that it empowers them with new levels of ―control.‖
  33. 33. . . . WHILE STILL INSPIRING THEM
  34. 34. GIVE YOUR SHOPPERS WHAT THEY WANT
  35. 35. LIKE A KID IN A CANDY STORE
  36. 36. Q&A Lauren Freedman Garrett Eastham 773-975-7280 LF@e-tailing.com 832-620-3871 garrett@comparemetrics.com

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