The customer journey map shows that in the discovery stage, customers discover products through various channels like billboards, internet search, or in-store. In the pre-buying phase, customers gather information about their needs and research products online through reviews and websites or in-store by seeking help from associates. Customers have questions around their needs, product differences, trust in information, and value for money during this research stage.
The Evolution and Future of Retailing and Retailing Education de Dhruv Grewal...eraser Juan José Calderón
The Evolution and Future of Retailing and Retailing Education de Dhruv Grewal , Scott Motyka , and Michael Levy. Journal of Marketing Education 2018, Vol. 40(1) 85–93
Abstract
The pace of retail evolution has increased dramatically, with the spread of the Internet and as consumers have become more empowered by mobile phones and smart devices. This article outlines significant retail innovations that reveal how retailers and retailing have evolved in the past several decades. In the same spirit, the authors discuss how the topics covered in retail education have shifted. This article further details the roles of current technologies, including social media and retailing analytics, and emerging areas, such as the Internet of things, machine learning, artificial intelligence, blockchain technology, and robotics, all of which are likely to change the retail landscape in the future. Educators thus should incorporate these technologies into their classroom discussions through various means, from experiential exercises to interactive discussions to the reviews of recent articles.
Comparative study between conventional marketing and E marketingUsman Khalid
This document provides an overview of the effectiveness and application of e-marketing in Pakistan compared to conventional marketing. It discusses how companies in various industries in Pakistan, including airlines, banking, and garments, are utilizing e-marketing techniques like websites, emails, mobile apps and social media to engage with customers and conduct business online. While conventional marketing is still widely used, more companies are recognizing the benefits of e-marketing in terms of lower costs, greater convenience, and ability to target broader audiences.
The document summarizes a study of luxury auto brands' presence on social media. It finds that Porsche and BMW have the strongest social media presence, while Japanese brands are largely absent. It provides rankings of brands and analysis of what consumers discuss. It concludes with recommendations for luxury brands to better engage consumers through social platforms like Twitter, Facebook, YouTube and Flickr.
The document discusses how consumers navigate the path to purchase for various products and services in today's digital landscape. It finds that the traditional purchase funnel model is outdated, as consumers conduct research across multiple devices and touchpoints in a non-linear fashion. For hotel bookers specifically, the summary is:
1) The average hotel booker visits 12 travel sites before booking online, with over half of visits occurring in the week and 48 hours before purchase.
2) Most hotel bookers conduct initial research 30 days before booking and visit multiple travel sites during this period, including online travel agencies and supplier sites.
3) While paths vary, flight research and airline site visits are common touchpoints for hotel bookers across different shopping
1. The document summarizes key takeaways from the WPP Stream Commerce conference held in February 2019. Participants from companies like Amazon, Google, Target, and Unilever discussed challenges and changes in commerce.
2. Some of the main topics discussed included the continued importance of physical retail focused on customized experiences, the rise of new methods of product discovery through image and voice, and the growing priority consumers place on experiences over goods.
3. Brands are advised to focus on building intimacy through tailored experiences, scale niches through more targeted outreach, and leverage data to better understand consumers and create more relevant commerce opportunities. Physical retail needs to minimize friction while new discovery channels require brands to test, learn
Zakeke - Win & Scale Up in the Ever Evolving Visual CommerceLeonardoDAprile1
Learn Which Trends are Critical in Product Digitalization. Understand why more and more consumers demand personalization in their shopping experience. Learn the What, Where and Why of Visual Commerce to stay ahead of your competition, discover how can you offer a positive & effective Mobile experience and win your market with 3D & AR customization. Personalization is becoming more pervasive and urgent, only by acting today will you be in a position to deliver high value to both your customers
How cars are really bought full deck esomar research 67596 09 desor-ellisdkcvoom
This document describes a research project conducted by Haymarket and COG Research to gain new insights into how consumers actually purchase cars. The research was designed to go beyond traditional purchase funnel models and self-reported consumer data, which are often unreliable, by using digital ethnography to observe consumers' purchase journeys over an extended period of time. The project aimed to identify all touchpoints, decisions, feelings and triggers that influenced final purchase decisions in order to develop a more accurate understanding of the real car buying process.
- An overwhelming majority (80%) of luxury marketers surveyed said their 2012 digital marketing spend was higher than 2011, and an even larger majority (85%) plan to increase their digital marketing spend in 2013.
- While digital is a priority, 70% of respondents said between 0-40% of their overall media spend is reserved for digital.
- Facebook is the dominant social media platform, with 76% choosing it over others if they could only manage one account. Pinterest has emerged as the second most engaged platform over Twitter.
- 77% spent more on social media marketing in 2012 than 2011, and 72% plan to increase social media spend in 2013. People and agencies represent the top area of social media
The Evolution and Future of Retailing and Retailing Education de Dhruv Grewal...eraser Juan José Calderón
The Evolution and Future of Retailing and Retailing Education de Dhruv Grewal , Scott Motyka , and Michael Levy. Journal of Marketing Education 2018, Vol. 40(1) 85–93
Abstract
The pace of retail evolution has increased dramatically, with the spread of the Internet and as consumers have become more empowered by mobile phones and smart devices. This article outlines significant retail innovations that reveal how retailers and retailing have evolved in the past several decades. In the same spirit, the authors discuss how the topics covered in retail education have shifted. This article further details the roles of current technologies, including social media and retailing analytics, and emerging areas, such as the Internet of things, machine learning, artificial intelligence, blockchain technology, and robotics, all of which are likely to change the retail landscape in the future. Educators thus should incorporate these technologies into their classroom discussions through various means, from experiential exercises to interactive discussions to the reviews of recent articles.
Comparative study between conventional marketing and E marketingUsman Khalid
This document provides an overview of the effectiveness and application of e-marketing in Pakistan compared to conventional marketing. It discusses how companies in various industries in Pakistan, including airlines, banking, and garments, are utilizing e-marketing techniques like websites, emails, mobile apps and social media to engage with customers and conduct business online. While conventional marketing is still widely used, more companies are recognizing the benefits of e-marketing in terms of lower costs, greater convenience, and ability to target broader audiences.
The document summarizes a study of luxury auto brands' presence on social media. It finds that Porsche and BMW have the strongest social media presence, while Japanese brands are largely absent. It provides rankings of brands and analysis of what consumers discuss. It concludes with recommendations for luxury brands to better engage consumers through social platforms like Twitter, Facebook, YouTube and Flickr.
The document discusses how consumers navigate the path to purchase for various products and services in today's digital landscape. It finds that the traditional purchase funnel model is outdated, as consumers conduct research across multiple devices and touchpoints in a non-linear fashion. For hotel bookers specifically, the summary is:
1) The average hotel booker visits 12 travel sites before booking online, with over half of visits occurring in the week and 48 hours before purchase.
2) Most hotel bookers conduct initial research 30 days before booking and visit multiple travel sites during this period, including online travel agencies and supplier sites.
3) While paths vary, flight research and airline site visits are common touchpoints for hotel bookers across different shopping
1. The document summarizes key takeaways from the WPP Stream Commerce conference held in February 2019. Participants from companies like Amazon, Google, Target, and Unilever discussed challenges and changes in commerce.
2. Some of the main topics discussed included the continued importance of physical retail focused on customized experiences, the rise of new methods of product discovery through image and voice, and the growing priority consumers place on experiences over goods.
3. Brands are advised to focus on building intimacy through tailored experiences, scale niches through more targeted outreach, and leverage data to better understand consumers and create more relevant commerce opportunities. Physical retail needs to minimize friction while new discovery channels require brands to test, learn
Zakeke - Win & Scale Up in the Ever Evolving Visual CommerceLeonardoDAprile1
Learn Which Trends are Critical in Product Digitalization. Understand why more and more consumers demand personalization in their shopping experience. Learn the What, Where and Why of Visual Commerce to stay ahead of your competition, discover how can you offer a positive & effective Mobile experience and win your market with 3D & AR customization. Personalization is becoming more pervasive and urgent, only by acting today will you be in a position to deliver high value to both your customers
How cars are really bought full deck esomar research 67596 09 desor-ellisdkcvoom
This document describes a research project conducted by Haymarket and COG Research to gain new insights into how consumers actually purchase cars. The research was designed to go beyond traditional purchase funnel models and self-reported consumer data, which are often unreliable, by using digital ethnography to observe consumers' purchase journeys over an extended period of time. The project aimed to identify all touchpoints, decisions, feelings and triggers that influenced final purchase decisions in order to develop a more accurate understanding of the real car buying process.
- An overwhelming majority (80%) of luxury marketers surveyed said their 2012 digital marketing spend was higher than 2011, and an even larger majority (85%) plan to increase their digital marketing spend in 2013.
- While digital is a priority, 70% of respondents said between 0-40% of their overall media spend is reserved for digital.
- Facebook is the dominant social media platform, with 76% choosing it over others if they could only manage one account. Pinterest has emerged as the second most engaged platform over Twitter.
- 77% spent more on social media marketing in 2012 than 2011, and 72% plan to increase social media spend in 2013. People and agencies represent the top area of social media
The pandemic has put pressure on marketers to focus on short-term ROI goals like customer acquisition. However, it has also disrupted traditional in-person customer experiences. Wise marketers will use social media to both drive quick ROI and recreate engaging digital experiences around discovery, connection, and fun. Livestreaming shopping events and short-form video are helping brands engage customers socially and monetize online. Marketers should also use multichannel campaigns and user-generated content to inspire customers and make online shopping a more social experience. This balanced approach will help brands acquire customers now while differentiating their experience for long-term growth.
This document summarizes a research paper on the impact of social media marketing on consumer purchase behavior, using Dialog Axiata in Sri Lanka as a case study. The research used surveys and interviews to study how social media marketing influences factors like cost, information satisfaction, trust, and experience. The findings found relationships between these factors and purchase behavior. The research provides recommendations to Dialog Axiata on using social media marketing to predict customer behavior.
CUSTOMER PERCEPTION TOWARDS INTERNET MARKETINGChitra Dwivedy
The document provides an overview of internet marketing and e-commerce in India. It discusses how internet and technology have transformed business globally and led to the rise of e-commerce. It notes that internet marketing allows for simpler, faster transactions. The objectives and scope of the project are to study customer perceptions of internet marketing and determine factors influencing online purchases. The methodology includes collecting both primary and secondary data through surveys and existing sources. In the conceptual framework section, it defines internet marketing and discusses how it utilizes digital technologies and platforms like websites, search, social media, and email to promote products and services to customers.
Connected brand commerce experiences (CBCE) are triggered, shareable, and shoppable experiences across digital and physical touchpoints that compress the consumer purchase journey. A CBCE strategy defines a brand's essential purchase journeys and ways to remove friction to allow immediate purchasing. It ensures touchpoints have the right mix of on-demand, personal, engaging, and networked attributes. This fusion of branding, social interaction, and direct sales creates bias towards action for consumers and sustains relationships before and after purchase.
Go-to browsing channels vary
*(38%) start on Amazon
* (35%) search engines
* (21%) brand or retaile web sites
* (6%) e-Commerce marketplaces, such as eBay and Etsy
This document provides an overview of a dissertation project on analyzing consumer buying behavior in the digital era. It includes an introduction, objectives, scope, industry analysis using Porter's five forces model, and analysis of the Indian digital media landscape and consumer demographics. The industry is growing rapidly, driven by increasing internet and smartphone usage in India. Digital media provides opportunities for brands to better understand consumer behavior through real-time analytics compared to traditional media. The project aims to understand how consumer buying patterns have changed in the digital era.
Thesis luxury digital communication in chinaCaroline DAM
The subject is an attempt to find an answer to the situation of the luxury industry in China, where communication and marketing are facing the evolutions of innovation and digitalization. It aims at bringing solutions to the distress of the actual luxury communication challenge to maintain the brand loyalty and keep drawing a new clientele, by taking into account the market alteration in terms of purchasing ways and needs.
This document discusses trends in loyalty programs in the payments industry. It notes that consumer preferences and spending habits have shifted in recent years due to factors like the growth of e-commerce and mobile devices. Loyalty programs now need to offer more practical and relevant rewards to engage consumers. The document also outlines challenges like redemption friction points and the rise of digital competitors. It proposes solutions like expanding the use of merchant offers, improving the rewards experience, and leveraging new technologies like beacons to develop innovative loyalty strategies and programs.
1. The document discusses the concepts of marketing, e-marketing, e-business, and e-commerce in the context of how information technology is transforming traditional marketing approaches.
2. E-marketing applies a broad range of information technologies to transform marketing strategies to create more customer value, efficiently plan and execute marketing activities, and create exchanges that satisfy customer objectives.
3. The Internet and related digital technologies have changed marketing in critical ways such as shifting power to buyers, fragmenting mass markets, reducing the impact of distance and time, and making knowledge/database management a key focus alongside the interdisciplinary field of marketing technology.
The document discusses the need for consumer companies to become "hyper customer-centric" by using advanced data analytics and technologies to deeply understand customers. It finds that while many companies recognize important customer demands like better in-store experiences and online shopping, many are failing to meet these demands. It also discusses how shifting global demographics and the rise of emerging markets and Millennials are driving the need for companies to transform into fully integrated "omni businesses" to meet modern customer expectations. Companies will need to centralize customers, digitally transform, improve supply chains, build trust and integrate their organizations to succeed in this new landscape.
Digital marketing is poised to revolutionize the automotive industry as it transforms how consumers research, evaluate, purchase and interact with vehicles. While automakers have begun using social media and online platforms, the full potential of digital marketing remains largely untapped. Customers now rely heavily on digital channels for information gathering and half would consider online vehicle purchases. To understand digital's impact, McKinsey conducted a survey of 600 car buyers, dealerships, and experts, finding that a strategic, systematic approach to digital could significantly boost operations and revenues through opportunities like digital lead generation, product co-creation, and retail innovation.
This document summarizes the key findings of a 2015 Australian consumer research study on loyalty programs. Some of the main points include:
- Membership in loyalty programs has slightly decreased from 88% in 2013 to 84% in 2015. However, the average number of memberships per person has remained steady at around 4.
- The percentage of actively engaged members, defined as using their membership in the last 12 months, has increased significantly from 28% in 2013 to 59% in 2015.
- Immediate price discounts and point-based redemption programs remain the most important benefits to members, preferred over tiered membership levels.
- The research also identified 9 new insights into what impacts brand loyalty and loyalty program success, such
Türkiye Digital Medya Pazarlama TrendleriErol Dizdar
Digital marketing is becoming increasingly important as consumers interact more online. In Turkey, only about 10% of marketing budgets are spent on digital marketing, significantly less than the global average of 27%. While social media and search engine advertising are revolutionizing marketing, tools to measure ROI for digital channels are still maturing. Marketers recognize the shift but still rely heavily on conventional channels like TV. Developing digital marketing talent and skills is a key priority for Turkish companies.
Retail Environment: US Retail Revolution
1. Retail Revolution Is Happening: Store Openings and Closures
2. All-Channel Universe Will Require Adaptation
Top 8 Global Retail Trends
1. Corporate Innovation Is the New R&D
2. Store as a Platform
3. Wellness as the New Luxury
4. Consumers Want to Be Part of a Community
5. Personalization and Customization
6. Resale Is Thriving While Retail Is Struggling
7. Demographics Suggest Opportunity in Plus-Size Apparel
8. Silver Economy: Aging Population Will Impact Retail
The Effectiveness of the Online Shopping for the CustomerIRJET Journal
This document discusses an online t-shirt business called Premium Design T-shirt that allows customers to design their own t-shirts online. It aims to serve adults, teenagers, and poor people. The business uses an online platform to expand its retail operations and satisfy customers. It focuses on designing t-shirts based on customer designs. The business aims to make customers satisfied with their choices and designs. It discusses the business model, value propositions for different customer segments, environmental factors, and proposes online shopping as a solution to issues with traditional shopping. Future directions discussed include improving mobile apps, delivery services, and focusing on the consumer experience.
The power of Chinese e-consumption is unstoppable despite the slowing economy and is estimated to reach 9.6 Trillion RMB by 2020. This sheer magnitude alone is the main reason why we are now taking a spotlight on China’s E-commerce industry.
This document provides an introduction and overview of a master's thesis that examines the relationship between the development of experiential marketing in retail environments and the rise of e-commerce. The study aims to determine if experiential marketing is a response to competition from e-commerce or an enhancement. Interviews will be conducted with marketing professionals to understand the reasons for the recent focus on experiential marketing in stores and the impact of e-commerce and technology on marketing strategies. The introduction outlines the research questions, objectives, scope, and organization of the thesis.
CPG at the Tipping Point: How Brands Can Win in the New Routes to MarketCognizant
This document discusses how consumer packaged goods companies will need to adapt as online shopping replaces physical shopping in stores. By 2025, 40% of center store volume (products like snacks and cleaning supplies) will be purchased online rather than in stores. Brands will need to focus on transparency, meeting customers' needs online and offline, and engaging directly with consumers to build brand loyalty in the new digital marketplace. Innovation will require input from consumers throughout the product development process.
Banks are evolving to adopt omni-channel banking in response to empowered consumers who expect services across multiple channels and devices. This requires providing a seamless experience across all channels with a consistent view of customer information. Key aspects of omni-channel banking include evolving the branch experience, enhancing mobile and social media capabilities, and exploiting video and new technologies. Architectures must support interruptible transactions across channels and tracking customer interactions on and off bank-controlled channels.
Digital marketing is the marketing of products or services using digital technologies on the internet and mobile devices. It has grown significantly since the 1990s as digital platforms are increasingly used for marketing plans and in everyday life. Common forms of digital marketing include SEO, SEM, social media marketing, and email marketing. It allows for two-way communication between brands and customers and more effective targeted advertising. Brands can use digital marketing to increase brand awareness, create competitive advantage, and engage customers at a lower cost than traditional marketing methods.
The document discusses digital trends in 2013 and provides insights into how consumers are using digital technologies. It notes that internet usage has increased across all age groups in the UK, with 76% of British homes now connected. Marketers are advised to focus on creating engaging mobile experiences like apps to interact with constantly connected consumers. Data from social networks and other sources can provide valuable insights about customers, but brands must balance sharing content with avoiding overwhelming users. Omnichannel marketing that provides a seamless experience across channels is an important strategy.
The pandemic has put pressure on marketers to focus on short-term ROI goals like customer acquisition. However, it has also disrupted traditional in-person customer experiences. Wise marketers will use social media to both drive quick ROI and recreate engaging digital experiences around discovery, connection, and fun. Livestreaming shopping events and short-form video are helping brands engage customers socially and monetize online. Marketers should also use multichannel campaigns and user-generated content to inspire customers and make online shopping a more social experience. This balanced approach will help brands acquire customers now while differentiating their experience for long-term growth.
This document summarizes a research paper on the impact of social media marketing on consumer purchase behavior, using Dialog Axiata in Sri Lanka as a case study. The research used surveys and interviews to study how social media marketing influences factors like cost, information satisfaction, trust, and experience. The findings found relationships between these factors and purchase behavior. The research provides recommendations to Dialog Axiata on using social media marketing to predict customer behavior.
CUSTOMER PERCEPTION TOWARDS INTERNET MARKETINGChitra Dwivedy
The document provides an overview of internet marketing and e-commerce in India. It discusses how internet and technology have transformed business globally and led to the rise of e-commerce. It notes that internet marketing allows for simpler, faster transactions. The objectives and scope of the project are to study customer perceptions of internet marketing and determine factors influencing online purchases. The methodology includes collecting both primary and secondary data through surveys and existing sources. In the conceptual framework section, it defines internet marketing and discusses how it utilizes digital technologies and platforms like websites, search, social media, and email to promote products and services to customers.
Connected brand commerce experiences (CBCE) are triggered, shareable, and shoppable experiences across digital and physical touchpoints that compress the consumer purchase journey. A CBCE strategy defines a brand's essential purchase journeys and ways to remove friction to allow immediate purchasing. It ensures touchpoints have the right mix of on-demand, personal, engaging, and networked attributes. This fusion of branding, social interaction, and direct sales creates bias towards action for consumers and sustains relationships before and after purchase.
Go-to browsing channels vary
*(38%) start on Amazon
* (35%) search engines
* (21%) brand or retaile web sites
* (6%) e-Commerce marketplaces, such as eBay and Etsy
This document provides an overview of a dissertation project on analyzing consumer buying behavior in the digital era. It includes an introduction, objectives, scope, industry analysis using Porter's five forces model, and analysis of the Indian digital media landscape and consumer demographics. The industry is growing rapidly, driven by increasing internet and smartphone usage in India. Digital media provides opportunities for brands to better understand consumer behavior through real-time analytics compared to traditional media. The project aims to understand how consumer buying patterns have changed in the digital era.
Thesis luxury digital communication in chinaCaroline DAM
The subject is an attempt to find an answer to the situation of the luxury industry in China, where communication and marketing are facing the evolutions of innovation and digitalization. It aims at bringing solutions to the distress of the actual luxury communication challenge to maintain the brand loyalty and keep drawing a new clientele, by taking into account the market alteration in terms of purchasing ways and needs.
This document discusses trends in loyalty programs in the payments industry. It notes that consumer preferences and spending habits have shifted in recent years due to factors like the growth of e-commerce and mobile devices. Loyalty programs now need to offer more practical and relevant rewards to engage consumers. The document also outlines challenges like redemption friction points and the rise of digital competitors. It proposes solutions like expanding the use of merchant offers, improving the rewards experience, and leveraging new technologies like beacons to develop innovative loyalty strategies and programs.
1. The document discusses the concepts of marketing, e-marketing, e-business, and e-commerce in the context of how information technology is transforming traditional marketing approaches.
2. E-marketing applies a broad range of information technologies to transform marketing strategies to create more customer value, efficiently plan and execute marketing activities, and create exchanges that satisfy customer objectives.
3. The Internet and related digital technologies have changed marketing in critical ways such as shifting power to buyers, fragmenting mass markets, reducing the impact of distance and time, and making knowledge/database management a key focus alongside the interdisciplinary field of marketing technology.
The document discusses the need for consumer companies to become "hyper customer-centric" by using advanced data analytics and technologies to deeply understand customers. It finds that while many companies recognize important customer demands like better in-store experiences and online shopping, many are failing to meet these demands. It also discusses how shifting global demographics and the rise of emerging markets and Millennials are driving the need for companies to transform into fully integrated "omni businesses" to meet modern customer expectations. Companies will need to centralize customers, digitally transform, improve supply chains, build trust and integrate their organizations to succeed in this new landscape.
Digital marketing is poised to revolutionize the automotive industry as it transforms how consumers research, evaluate, purchase and interact with vehicles. While automakers have begun using social media and online platforms, the full potential of digital marketing remains largely untapped. Customers now rely heavily on digital channels for information gathering and half would consider online vehicle purchases. To understand digital's impact, McKinsey conducted a survey of 600 car buyers, dealerships, and experts, finding that a strategic, systematic approach to digital could significantly boost operations and revenues through opportunities like digital lead generation, product co-creation, and retail innovation.
This document summarizes the key findings of a 2015 Australian consumer research study on loyalty programs. Some of the main points include:
- Membership in loyalty programs has slightly decreased from 88% in 2013 to 84% in 2015. However, the average number of memberships per person has remained steady at around 4.
- The percentage of actively engaged members, defined as using their membership in the last 12 months, has increased significantly from 28% in 2013 to 59% in 2015.
- Immediate price discounts and point-based redemption programs remain the most important benefits to members, preferred over tiered membership levels.
- The research also identified 9 new insights into what impacts brand loyalty and loyalty program success, such
Türkiye Digital Medya Pazarlama TrendleriErol Dizdar
Digital marketing is becoming increasingly important as consumers interact more online. In Turkey, only about 10% of marketing budgets are spent on digital marketing, significantly less than the global average of 27%. While social media and search engine advertising are revolutionizing marketing, tools to measure ROI for digital channels are still maturing. Marketers recognize the shift but still rely heavily on conventional channels like TV. Developing digital marketing talent and skills is a key priority for Turkish companies.
Retail Environment: US Retail Revolution
1. Retail Revolution Is Happening: Store Openings and Closures
2. All-Channel Universe Will Require Adaptation
Top 8 Global Retail Trends
1. Corporate Innovation Is the New R&D
2. Store as a Platform
3. Wellness as the New Luxury
4. Consumers Want to Be Part of a Community
5. Personalization and Customization
6. Resale Is Thriving While Retail Is Struggling
7. Demographics Suggest Opportunity in Plus-Size Apparel
8. Silver Economy: Aging Population Will Impact Retail
The Effectiveness of the Online Shopping for the CustomerIRJET Journal
This document discusses an online t-shirt business called Premium Design T-shirt that allows customers to design their own t-shirts online. It aims to serve adults, teenagers, and poor people. The business uses an online platform to expand its retail operations and satisfy customers. It focuses on designing t-shirts based on customer designs. The business aims to make customers satisfied with their choices and designs. It discusses the business model, value propositions for different customer segments, environmental factors, and proposes online shopping as a solution to issues with traditional shopping. Future directions discussed include improving mobile apps, delivery services, and focusing on the consumer experience.
The power of Chinese e-consumption is unstoppable despite the slowing economy and is estimated to reach 9.6 Trillion RMB by 2020. This sheer magnitude alone is the main reason why we are now taking a spotlight on China’s E-commerce industry.
This document provides an introduction and overview of a master's thesis that examines the relationship between the development of experiential marketing in retail environments and the rise of e-commerce. The study aims to determine if experiential marketing is a response to competition from e-commerce or an enhancement. Interviews will be conducted with marketing professionals to understand the reasons for the recent focus on experiential marketing in stores and the impact of e-commerce and technology on marketing strategies. The introduction outlines the research questions, objectives, scope, and organization of the thesis.
CPG at the Tipping Point: How Brands Can Win in the New Routes to MarketCognizant
This document discusses how consumer packaged goods companies will need to adapt as online shopping replaces physical shopping in stores. By 2025, 40% of center store volume (products like snacks and cleaning supplies) will be purchased online rather than in stores. Brands will need to focus on transparency, meeting customers' needs online and offline, and engaging directly with consumers to build brand loyalty in the new digital marketplace. Innovation will require input from consumers throughout the product development process.
Banks are evolving to adopt omni-channel banking in response to empowered consumers who expect services across multiple channels and devices. This requires providing a seamless experience across all channels with a consistent view of customer information. Key aspects of omni-channel banking include evolving the branch experience, enhancing mobile and social media capabilities, and exploiting video and new technologies. Architectures must support interruptible transactions across channels and tracking customer interactions on and off bank-controlled channels.
Digital marketing is the marketing of products or services using digital technologies on the internet and mobile devices. It has grown significantly since the 1990s as digital platforms are increasingly used for marketing plans and in everyday life. Common forms of digital marketing include SEO, SEM, social media marketing, and email marketing. It allows for two-way communication between brands and customers and more effective targeted advertising. Brands can use digital marketing to increase brand awareness, create competitive advantage, and engage customers at a lower cost than traditional marketing methods.
The document discusses digital trends in 2013 and provides insights into how consumers are using digital technologies. It notes that internet usage has increased across all age groups in the UK, with 76% of British homes now connected. Marketers are advised to focus on creating engaging mobile experiences like apps to interact with constantly connected consumers. Data from social networks and other sources can provide valuable insights about customers, but brands must balance sharing content with avoiding overwhelming users. Omnichannel marketing that provides a seamless experience across channels is an important strategy.
Digital marketing has evolved since the 1990s from basic online advertising to more sophisticated techniques for building relationships with consumers. The rapid growth of digital devices and media has fueled exponential growth in digital advertising. Digital marketing encompasses targeted, measurable, and interactive marketing across digital technologies to reach and convert potential customers. It utilizes various channels including affiliate marketing, display advertising, email marketing, search marketing, social media, and social networking. India's digital advertising market has grown significantly between 2011-2015 according to estimates.
Sales & marketing- marketing to consumers one at a timeeTailing India
Consumers have evolved a lot. Business models are following the consumer evolution. Few disruptions that have happened are internet penetration and mobile phones. Most of the users have multi-screen behavior. From browsing products to compare prices, there are more choices available for users. These have led to an impulsive behavior which has given rise to new marketing challenges. Marketing has evolved where digital marketing is working along with traditional media.
Digital Marketing and "Virtual Touch" TechnologyCharmian Solter
The reach and effectiveness of digital marketing caused a decline in the usage of traditional marketing channels, including face-to-face interaction, paving the way for “virtual touch,” social media platforms, video marketing, and real-time chat applications to address consumer demand for authenticity and engagement in today’s digital marketplace.
What does it take for brands to go digital. Same but different Value Partners
This document discusses what it takes for brands to succeed with digital transformation. It argues that brands need to take a consumer-centric approach and integrate their online and offline presences. The document outlines key elements brands should consider, including gaining consumer insights, designing products/services based on insights, engaging consumers across channels, activating purchases both online and offline, evaluating digital investments, and organizing company structures to support a multi-channel strategy. Successful brands are adapting to changing consumer behaviors by meeting customers wherever they are - both online and offline.
1. The document discusses recent trends in the retail industry, including the rise of omnichannel retailing, increasing online shopping and mobile payments, and a focus on personalized customer experiences.
2. Key trends include increasing consumer interconnectivity and demand for individualized experiences, as well as the growth of social media and data collection about customers.
3. Retailers face issues around managing large amounts of customer data while respecting privacy, and need to listen to consumers through multiple new channels to understand changing needs and spot trends.
The document discusses how social media data can be used by brands to understand customer sentiment, protect their reputation, and enhance customer relationships. It details a partnership between Barclays and Market IQ, a social media analytics company, to build predictive models from social data. Through their collaboration, Barclays and Market IQ developed dashboards to forecast the impact of outages, measure real-time customer perceptions through a Social Net Promoter Score, and quantify a brand's effectiveness at resolving customer complaints on social media through a metric called "S-Delta". The partnership demonstrates how social data and analytics can help brands become more proactive, understand customer needs, and strengthen customer trust.
8 B2B Marketing Trends for 2013 from hawkeyeJohn Tedstrom
1) The document summarizes 8 B2B marketing trends for 2013, including getting back to basics in understanding customers, blending digital and physical marketing, focusing on quality over quantity of content, using social CRM effectively, increasing collaboration between marketing and sales, leveraging big data, and others.
2) Key aspects are understanding customer needs and buying journeys, engaging customers across channels with a seamless experience, telling compelling stories through varied visual content, integrating social tools with CRM, and collaborating closely between teams.
3) Many trends involve using customer data to personalize engagement across channels.
The Future of Retail - Marketing and Merchandising Trend ReportNurun
Nurun's Toronto office has created a Marketing and Merchandising report that offers a thought-provoking look at six key trends:
Social Product Discovery, Consideration and Evaluation
Product Placement Morphs into Content + Commerce
The Integrated Expansion of the Omni-Channel Storefront
The New Geography of Merchandising
I’ll Trade My Privacy for a $5 Coupon
Sophisticated Frugality
This is the first of five trend reports. The culmination of trend scanning and subsequent phases will inform future scenarios in our final strategic foresight report, to be released in 2013.
RetailOasis are proud to announce a new partnership with Edge (www.edgecustom.com.au), one of Australia's leading content marketing agencies.
With the proliferation of media channels, it's getting harder to truly connect with customers. We believe the future of communications is in content creation - engaging customers with your brand, through a meaningful story that leverages your own channels.
In partnership with the NRA, Edge have surveyed some of Australia's biggest retailers to shed light on the key opportunities in this area.
This document discusses key technology trends impacting the retail industry in 2016, as identified by IBM. It covers four main dynamics of transformation: analytics, cloud computing, mobile and social engagement, and security. Analytics and cognitive computing allow retailers to gain insights from big data to personalize customer experiences. Cloud computing enables speed, agility and flexible infrastructure upgrades. Mobile and social technologies connect retailers with customers in real-time and on-the-go. Security is a growing concern as data volumes increase and attack sophistication rises. The document provides an overview of IBM solutions that address these trends, such as analytics platforms, cloud services, and security offerings to help retailers adapt to ongoing disruption and digital transformation in retail.
IBM Guide to Consumer Products Industry Technology TrendsTero Angeria
This guide provides a quick overview of what we believe manufacturers need to address within each of these
technological transformation areas and how IBM solutions can support that transformation.
IBM offers manufacturers the integrated solutions and services required to keep pace with today’s transformational business requirements. Based on the experiences and feedback from working with many leading consumer products clients around the globe, we have designed a portfolio of offerings that addresses the specific needs of consumer products companies from strategy and roadmap development to integrated software solution delivery all focused on using technology enablers to create new value across your enterprise.We help manufacturers deepen their relationships with their consumers, offer differentiated value to channel partners to generate competitive advantage, establish supply network improvements to increase efficiencies and achieve operational excellence—all for the express purpose of
supporting continued profitable growth.
The document discusses how cloud computing can provide benefits to consumer product companies by enabling faster responsiveness to changing business needs, higher consumer satisfaction, and lower operating costs. It notes that cloud computing allows flexible allocation of computing resources as needed and supports emerging analytics and innovation demands in a cost-effective way. The document highlights how IBM's cloud offerings like SAP on IBM Cloud can help run applications on shared computing resources to address waste from underutilized technology infrastructure.
The document discusses how cloud computing can provide benefits to consumer product companies by enabling faster responsiveness to changing business needs, higher consumer satisfaction, and lower operating costs. It notes that cloud computing addresses the waste of underutilized technology infrastructure by allowing computing capacity to be continuously adjusted and allocated efficiently. Cloud computing also provides the flexibility and cost-effectiveness required to meet emerging computing demands like analytics.
Evolution of luxury retailers in disruptive Omni-channel worldesiml
1) The document discusses the evolution of luxury retailers in an omni-channel world. It explores strategies and implications of this trend for customer-centric retailers.
2) Luxury retailers have been slow to adopt omni-channel strategies compared to mass retailers. However, they are recognizing the need to engage with new generations of luxury customers who are digital natives and conduct significant online research.
3) True omni-channel integration across online and offline channels is needed to provide a seamless customer experience and maximize opportunities to build relationships at each touchpoint of the consumer decision journey.
Product customization in the ayurveda change newBetsy Booboo
1. The document discusses the rise of product customization and prosumption, where consumers take on more active roles in product design, development and production. Prosumption blurs the lines between producers and consumers.
2. Mass customization allows for large-scale production of customized goods, with consumers specifying design requirements. This leads to economic, psychological and social benefits for both consumers and companies.
3. The document argues that involving consumers more directly in product development through customization and prosumption can help companies better serve customer needs and create reciprocal value.
ZenithOptimedia is championing a new strategic approach to communications planning that sees a radical rethink of the way clients prioritise and allocate resources across paid, owned and earned media.
Instructions for the Business Research Project OptionIf the stu.docxnormanibarber20063
Instructions for the Business Research Project Option:
If the student picks the Business Research Project option, the guidelines below outline the project's expectations:
The purpose of this project is to pick a current issue or force affecting businesses, important to many businesses, and to research it. Examples would include globalization, increased focus on diversity of the workforce, greater competition, etc.
The research performed should focus on history and background of the issue and how it is affecting businesses today.
The remainder of the paper will address the possible trends of the issue [such as increasing globalization or increasing competition] and alternatives business managers have to address the issue.
Required Major parts for paper:
I. Introduction [What is the topic, why it is important….to whom]
II. Review of existing literature [history, background, current company experiences]
III. Impact on business [in the past, now, going forward]
IV. Going forward [projected trends, pending legislation, likely regulation, political pressures]
V. Management options to address likely trends going forward; these could include actions to mitigate risks of the trends or actions to take advantage of the trends
VI. Conclusion
Topic
The issue chosen for research is the role of new media on marketing in 2017 and beyond. The research project will explore available figures to find out if businesses are still spending big on traditional media advertising, including radio, television, and print media. The data will be compared to spending on online advertising over the past half decade. If indeed businesses are changing their advertising strategies, it will be important to show the effectiveness of new media. According to Forbes, people are watching more videos online and thus businesses may have to take note and create not only interesting but also informative content for their consumers. Social media has already been embraced by most corporations as a form of communication to customers. However, the paper will try and see the importance of having an actual social media strategy and the importance of well trained persons to handle these accounts.
BUSINESS RESEARCH OUTLINE 2
Business Research Outline
I. Introduction
The topic of this research is new media marketing. This is a form of marketing that is anchored on promotion of brands and the sale of products through emerging online channels. New media marketing leverages on the elements of both established and emerging online channels to engage potential and current customers. This channels include display advertising, content marketing and social networking platforms (Calder, Malthouse, & Maslowska, 2016). New media marketing aims at getting the consumer to interact with the brand and engaging them in a way that increases awareness and ultimately product sales. New media marketing has become significantly vital in the digital era and huge a.
Skybuffer AI: Advanced Conversational and Generative AI Solution on SAP Busin...Tatiana Kojar
Skybuffer AI, built on the robust SAP Business Technology Platform (SAP BTP), is the latest and most advanced version of our AI development, reaffirming our commitment to delivering top-tier AI solutions. Skybuffer AI harnesses all the innovative capabilities of the SAP BTP in the AI domain, from Conversational AI to cutting-edge Generative AI and Retrieval-Augmented Generation (RAG). It also helps SAP customers safeguard their investments into SAP Conversational AI and ensure a seamless, one-click transition to SAP Business AI.
With Skybuffer AI, various AI models can be integrated into a single communication channel such as Microsoft Teams. This integration empowers business users with insights drawn from SAP backend systems, enterprise documents, and the expansive knowledge of Generative AI. And the best part of it is that it is all managed through our intuitive no-code Action Server interface, requiring no extensive coding knowledge and making the advanced AI accessible to more users.
Best 20 SEO Techniques To Improve Website Visibility In SERPPixlogix Infotech
Boost your website's visibility with proven SEO techniques! Our latest blog dives into essential strategies to enhance your online presence, increase traffic, and rank higher on search engines. From keyword optimization to quality content creation, learn how to make your site stand out in the crowded digital landscape. Discover actionable tips and expert insights to elevate your SEO game.
GraphRAG for Life Science to increase LLM accuracyTomaz Bratanic
GraphRAG for life science domain, where you retriever information from biomedical knowledge graphs using LLMs to increase the accuracy and performance of generated answers
Fueling AI with Great Data with Airbyte WebinarZilliz
This talk will focus on how to collect data from a variety of sources, leveraging this data for RAG and other GenAI use cases, and finally charting your course to productionalization.
Trusted Execution Environment for Decentralized Process MiningLucaBarbaro3
Presentation of the paper "Trusted Execution Environment for Decentralized Process Mining" given during the CAiSE 2024 Conference in Cyprus on June 7, 2024.
In the rapidly evolving landscape of technologies, XML continues to play a vital role in structuring, storing, and transporting data across diverse systems. The recent advancements in artificial intelligence (AI) present new methodologies for enhancing XML development workflows, introducing efficiency, automation, and intelligent capabilities. This presentation will outline the scope and perspective of utilizing AI in XML development. The potential benefits and the possible pitfalls will be highlighted, providing a balanced view of the subject.
We will explore the capabilities of AI in understanding XML markup languages and autonomously creating structured XML content. Additionally, we will examine the capacity of AI to enrich plain text with appropriate XML markup. Practical examples and methodological guidelines will be provided to elucidate how AI can be effectively prompted to interpret and generate accurate XML markup.
Further emphasis will be placed on the role of AI in developing XSLT, or schemas such as XSD and Schematron. We will address the techniques and strategies adopted to create prompts for generating code, explaining code, or refactoring the code, and the results achieved.
The discussion will extend to how AI can be used to transform XML content. In particular, the focus will be on the use of AI XPath extension functions in XSLT, Schematron, Schematron Quick Fixes, or for XML content refactoring.
The presentation aims to deliver a comprehensive overview of AI usage in XML development, providing attendees with the necessary knowledge to make informed decisions. Whether you’re at the early stages of adopting AI or considering integrating it in advanced XML development, this presentation will cover all levels of expertise.
By highlighting the potential advantages and challenges of integrating AI with XML development tools and languages, the presentation seeks to inspire thoughtful conversation around the future of XML development. We’ll not only delve into the technical aspects of AI-powered XML development but also discuss practical implications and possible future directions.
Have you ever been confused by the myriad of choices offered by AWS for hosting a website or an API?
Lambda, Elastic Beanstalk, Lightsail, Amplify, S3 (and more!) can each host websites + APIs. But which one should we choose?
Which one is cheapest? Which one is fastest? Which one will scale to meet our needs?
Join me in this session as we dive into each AWS hosting service to determine which one is best for your scenario and explain why!
5th LF Energy Power Grid Model Meet-up SlidesDanBrown980551
5th Power Grid Model Meet-up
It is with great pleasure that we extend to you an invitation to the 5th Power Grid Model Meet-up, scheduled for 6th June 2024. This event will adopt a hybrid format, allowing participants to join us either through an online Mircosoft Teams session or in person at TU/e located at Den Dolech 2, Eindhoven, Netherlands. The meet-up will be hosted by Eindhoven University of Technology (TU/e), a research university specializing in engineering science & technology.
Power Grid Model
The global energy transition is placing new and unprecedented demands on Distribution System Operators (DSOs). Alongside upgrades to grid capacity, processes such as digitization, capacity optimization, and congestion management are becoming vital for delivering reliable services.
Power Grid Model is an open source project from Linux Foundation Energy and provides a calculation engine that is increasingly essential for DSOs. It offers a standards-based foundation enabling real-time power systems analysis, simulations of electrical power grids, and sophisticated what-if analysis. In addition, it enables in-depth studies and analysis of the electrical power grid’s behavior and performance. This comprehensive model incorporates essential factors such as power generation capacity, electrical losses, voltage levels, power flows, and system stability.
Power Grid Model is currently being applied in a wide variety of use cases, including grid planning, expansion, reliability, and congestion studies. It can also help in analyzing the impact of renewable energy integration, assessing the effects of disturbances or faults, and developing strategies for grid control and optimization.
What to expect
For the upcoming meetup we are organizing, we have an exciting lineup of activities planned:
-Insightful presentations covering two practical applications of the Power Grid Model.
-An update on the latest advancements in Power Grid -Model technology during the first and second quarters of 2024.
-An interactive brainstorming session to discuss and propose new feature requests.
-An opportunity to connect with fellow Power Grid Model enthusiasts and users.
Your One-Stop Shop for Python Success: Top 10 US Python Development Providersakankshawande
Simplify your search for a reliable Python development partner! This list presents the top 10 trusted US providers offering comprehensive Python development services, ensuring your project's success from conception to completion.
Dive into the realm of operating systems (OS) with Pravash Chandra Das, a seasoned Digital Forensic Analyst, as your guide. 🚀 This comprehensive presentation illuminates the core concepts, types, and evolution of OS, essential for understanding modern computing landscapes.
Beginning with the foundational definition, Das clarifies the pivotal role of OS as system software orchestrating hardware resources, software applications, and user interactions. Through succinct descriptions, he delineates the diverse types of OS, from single-user, single-task environments like early MS-DOS iterations, to multi-user, multi-tasking systems exemplified by modern Linux distributions.
Crucial components like the kernel and shell are dissected, highlighting their indispensable functions in resource management and user interface interaction. Das elucidates how the kernel acts as the central nervous system, orchestrating process scheduling, memory allocation, and device management. Meanwhile, the shell serves as the gateway for user commands, bridging the gap between human input and machine execution. 💻
The narrative then shifts to a captivating exploration of prominent desktop OSs, Windows, macOS, and Linux. Windows, with its globally ubiquitous presence and user-friendly interface, emerges as a cornerstone in personal computing history. macOS, lauded for its sleek design and seamless integration with Apple's ecosystem, stands as a beacon of stability and creativity. Linux, an open-source marvel, offers unparalleled flexibility and security, revolutionizing the computing landscape. 🖥️
Moving to the realm of mobile devices, Das unravels the dominance of Android and iOS. Android's open-source ethos fosters a vibrant ecosystem of customization and innovation, while iOS boasts a seamless user experience and robust security infrastructure. Meanwhile, discontinued platforms like Symbian and Palm OS evoke nostalgia for their pioneering roles in the smartphone revolution.
The journey concludes with a reflection on the ever-evolving landscape of OS, underscored by the emergence of real-time operating systems (RTOS) and the persistent quest for innovation and efficiency. As technology continues to shape our world, understanding the foundations and evolution of operating systems remains paramount. Join Pravash Chandra Das on this illuminating journey through the heart of computing. 🌟
Ivanti’s Patch Tuesday breakdown goes beyond patching your applications and brings you the intelligence and guidance needed to prioritize where to focus your attention first. Catch early analysis on our Ivanti blog, then join industry expert Chris Goettl for the Patch Tuesday Webinar Event. There we’ll do a deep dive into each of the bulletins and give guidance on the risks associated with the newly-identified vulnerabilities.
Monitoring and Managing Anomaly Detection on OpenShift.pdfTosin Akinosho
Monitoring and Managing Anomaly Detection on OpenShift
Overview
Dive into the world of anomaly detection on edge devices with our comprehensive hands-on tutorial. This SlideShare presentation will guide you through the entire process, from data collection and model training to edge deployment and real-time monitoring. Perfect for those looking to implement robust anomaly detection systems on resource-constrained IoT/edge devices.
Key Topics Covered
1. Introduction to Anomaly Detection
- Understand the fundamentals of anomaly detection and its importance in identifying unusual behavior or failures in systems.
2. Understanding Edge (IoT)
- Learn about edge computing and IoT, and how they enable real-time data processing and decision-making at the source.
3. What is ArgoCD?
- Discover ArgoCD, a declarative, GitOps continuous delivery tool for Kubernetes, and its role in deploying applications on edge devices.
4. Deployment Using ArgoCD for Edge Devices
- Step-by-step guide on deploying anomaly detection models on edge devices using ArgoCD.
5. Introduction to Apache Kafka and S3
- Explore Apache Kafka for real-time data streaming and Amazon S3 for scalable storage solutions.
6. Viewing Kafka Messages in the Data Lake
- Learn how to view and analyze Kafka messages stored in a data lake for better insights.
7. What is Prometheus?
- Get to know Prometheus, an open-source monitoring and alerting toolkit, and its application in monitoring edge devices.
8. Monitoring Application Metrics with Prometheus
- Detailed instructions on setting up Prometheus to monitor the performance and health of your anomaly detection system.
9. What is Camel K?
- Introduction to Camel K, a lightweight integration framework built on Apache Camel, designed for Kubernetes.
10. Configuring Camel K Integrations for Data Pipelines
- Learn how to configure Camel K for seamless data pipeline integrations in your anomaly detection workflow.
11. What is a Jupyter Notebook?
- Overview of Jupyter Notebooks, an open-source web application for creating and sharing documents with live code, equations, visualizations, and narrative text.
12. Jupyter Notebooks with Code Examples
- Hands-on examples and code snippets in Jupyter Notebooks to help you implement and test anomaly detection models.
Driving Business Innovation: Latest Generative AI Advancements & Success StorySafe Software
Are you ready to revolutionize how you handle data? Join us for a webinar where we’ll bring you up to speed with the latest advancements in Generative AI technology and discover how leveraging FME with tools from giants like Google Gemini, Amazon, and Microsoft OpenAI can supercharge your workflow efficiency.
During the hour, we’ll take you through:
Guest Speaker Segment with Hannah Barrington: Dive into the world of dynamic real estate marketing with Hannah, the Marketing Manager at Workspace Group. Hear firsthand how their team generates engaging descriptions for thousands of office units by integrating diverse data sources—from PDF floorplans to web pages—using FME transformers, like OpenAIVisionConnector and AnthropicVisionConnector. This use case will show you how GenAI can streamline content creation for marketing across the board.
Ollama Use Case: Learn how Scenario Specialist Dmitri Bagh has utilized Ollama within FME to input data, create custom models, and enhance security protocols. This segment will include demos to illustrate the full capabilities of FME in AI-driven processes.
Custom AI Models: Discover how to leverage FME to build personalized AI models using your data. Whether it’s populating a model with local data for added security or integrating public AI tools, find out how FME facilitates a versatile and secure approach to AI.
We’ll wrap up with a live Q&A session where you can engage with our experts on your specific use cases, and learn more about optimizing your data workflows with AI.
This webinar is ideal for professionals seeking to harness the power of AI within their data management systems while ensuring high levels of customization and security. Whether you're a novice or an expert, gain actionable insights and strategies to elevate your data processes. Join us to see how FME and AI can revolutionize how you work with data!
2. NID’s R&D Campus at Bangalore was set up as a joint initiative of and funding from
the Department of Industrial Policy and Promotion (DIPP), Ministry of Commerce and
Industry and the Ministry of Information Technology, Government of India and was
inaugurated in March 2006. R&D Campus commenced two research intensive PG Pro-
grammes namely Design for Retail Experience and Design for Digital Experience, from
the academic year 2007-2008. From the academic year 2008-2009, the Campus has
also commenced one more research intensive PG Programme, namely Information and
Interface Design. The R&D Campus addresses the immediate need for an exclusive
Design Research centre in the country, by fostering the creative design spirit and sight-
ing new opportunities and frontiers through NID’s design acumen nurtured through
teaching-learning process.
National Institute of Design, Bangalore
About
Design For Retail Experience
The increasingly competitive market has transformed shopping from just purchasing
products to an experience and an activity in itself. The programme has an integrated
approach to designing products, systems and spaces for enriched consumer experi-
ences. Students have inputs on visual merchandising, trends, materials, technology
and techniques. The programme offers a challenge to redefine boundaries, understand
consumer lifestyles and aspirations in order to visualise and create new concepts for an
outstanding shopping experience.
3. Eventually everything connects.
People, ideas, objects. The qual-
ity of the connections is the key
to quality per se.
-Charles Eames
NID’s Design Philosophy
Design is the professional capability of creating and developing concepts and realizing them into
products and systems for the mutual benefit of both user and manufacturer. The design of ob-
jects, services and systems require the synthesis and knowledge of a variety of disciplines. Design
thinking brings together the finest sensibilities of the arts with the logic of science in an innova-
tive framework. While learning a craft brings students close to materials and material culture, a
design attitude and methodology helps them realize larger patterns and connections in the fabric
of society.
03
4.
5. Contents
Project Introduction Understanding
Project Synopsis & Brief
customer engagement &
omni channel retailing
in-store digital solutions
how brands are using in-
store digital solutions...
history of modern american
retail
06
14
16
16
12
1 2 Primary research
Final Design Concept Bibliography AppendixArriving at design directions
Secondary research
customer journey map:
findings
mapping persuasion mapping
parameters on intervention
areas
questionnaire responses
persuasion in design
bj fogg’s behaviour model
customer journey:
intervention mapping
customer journey map:
attitudes & activities
proposed model
detailed model
scenario
solution artefacts
primary solution mapping
design directions
persuasive design principles
27
4230
39
40
32
24
77 78
54
58
59
48
49
37
3
6 7 85
4
9. Next generation technologies like mobile, social, cloud, ana-
lytics are changing the way people interact with organisa-
tions, their social networks, applications & the way they cre-
ate & consume information. These technologies have also
impacted how applications are being developed, delivered &
consumed across various devices, channels & contexts. These
paradigm shifts call for a rethinking on how User Experiences
are crafted into the applications with emphasis on the con-
text, portability, integration, mobility & connectedness.
The diploma project will be focused on identifying UX para-
digms, scenarios and designing methodologies for next gen-
eration applications cutting across web, mobile, social, ana-
lytics for an American Retailer.
Design Mobility & Digital applications for an American
Departmental store to enhance customer engagement &
in-store experience for the customers on interactive
platforms
Synopsis Brief
Key words
Customer Engagement
In-Store Experience
09
10. Disclaimer: Though this project was for an American client, no research was
conducted directly in America. Online surveys were conducted to capture
American consumer insights. This project aims at creating generic model
that can be applied anywhere based on common insights derived from
American & Indian audience.
11. Understanding
A brief look at the aspects surrounding the design brief & also a few desktop Case studies of
some of the brands which are leveraging technology to enhance customers experience.
Key words In-Store digital Solutions
Case Studies
Customer Engagement
11
12. Background: History of Modern American Retail
1900-1945 1945-1975
At the turn of the century, retailing was mainly dominated by mail-order merchants who of-
fered a broad assortment of just about everything available on the market.
Baby boomers drive post-war growth
As WWII came to an end and soldiers returned home, the world entered a period of rebuilding
and growth that impacted consumers needs for everything. Births took off, creating a “boom”.
The so-called “baby boomers,” children who were born between 1946 and 1964, were 79 million
strong.
As consumer demand accelerated, retailers responded. They followed consumers to new sub-
urbs being developed along major new interstate highways and built large shopping centres
which became the new destinations for retailing.
Prolific mall development catapulted many of retailers, such as Gap, Inc. (The Gap) and Limited
Stores, LLC (The Limited), to national prominence.
Market leaders included Sears, Roebuck and Co., Montgomery Ward, Inc. and J.C. Penney
Company, Inc., all of whom published immense “books” became staples in every household in
America.
Modern retailing emerges
Retail 2020: Reinventing retailing— once again
A joint project between IBM and New York University Stern School of Business
12
13. 1975-2000 2000-present
Mass market fragments Consumers take increasing control
As baby boomers moved into their 30s and 40s and their incomes soared, they continued to
spend on themselves and on their growing families. The Vietnam War, women’s rights move-
ments, civil rights movements and rock and roll music all came together to create a new aware-
ness among boomers that they controlled the future.
With a huge advantage in terms of selection, convenience and pricing, and with the ability to
provide expert information and product comparisons instantaneously, the Internet has quickly
become a very serious shopping alternative to traditional
“Brick and mortar” retailers.
Amazon.com, Inc., launched in 1995, has quickly become a broad marketplace for many catego-
ries of merchandise by offering unmatched selection, customised offers, high product availabil-
ity, low-cost delivery, simple checkout and excellent pricing.
With the Increasing Competition & Rise of Demanding Consumer the retailers are being forced
to align their offering and strategies to the consumers needs.
Speciality stores thrived. Even discounters became specialised. Category killers grew aggres-
sively in the 1970s and 1980s into many product segments, including sporting goods, electron-
ics, office supplies, home furnishings, books etc.
Walmart emerged as a clear market leader in this period and forced many traditional discount-
ers out of business as their supply chain efficiencies and sophisticated use of IT provided them
with an undisputed price leadership position. Among the top 100 discounters that operated in
1976, only 24 remained in business by 1992.
Toward the end of this period enabled by the launch of the “World Wide Web” in 1991, online
retailing, or “e-commerce” as it was labelled, began to show up in the
marketplace.
13
14. Customer Engagement
Some pointers for better understanding...
Omni channel retailing
How customer engagement is
Measured?
Customer engagement is the constant interaction created by a brand or a company with its cus-
tomers and also between its customers. Engagement can either be online or offline and could
be initiated through various means depending on the platform i.e. online or offline. The various
strategies through which the brand can engage its customers are Loyalty Programmes, In-Store
events, online forums, blogs, social media etc to name a few. The top business goals of Customer
Engagement are to Improve Customer perception, knowing the customer better, drive higher cus-
tomer loyalty and increase sales.
Omni Channel retailing is very similar to multi- channel retailing but aims at offers the always
connected consumer the same brand experience across different channels i.e. mobile, web, brick-
and-mortar, television, radio, direct mail, catalogue etc. The bricks-and-mortar stores become an
extension of the supply chain in which purchases may be made in the store, but are researched
through other “channels” of communication.
According to Forrester Research the four dimensions of Customer engagement
measurement are:
Involvement — The presence of a person at the various brand touch points. Involvement met-
rics include a count of visits to physical stores, trade show booths, call centres, and the company’s
Web site.
Interaction — The actions people take while present at key touch points. Examples of interac-
tion include testing out merchandise in a store, conversing with employees, reading content on a
Web site, taking a sales call, conducting a trial, watching a demo, and completing transactions.
Intimacy — The affection or aversion a person holds for a brand. Intimacy metrics include
overall brand affinity, brand perception, customer references given, and attitudes expressed by
customers when talking about the brand to others.
Influence — The likelihood a person will advocate on behalf of the brand. Influence metrics in-
clude likelihood to recommend as well as actual recommendations to friends, family, colleagues,
peers, and others.
“By 2014, nearly everyone in the US will have access
to a smartphone connected to the internet. Today
the Consumer is in control and not the other way
around. They decide when, where & how to shop
and also influence others shopping decisions.”
-retailcustomerexperience.com
14
15. “The top business goals of Customer Engagement
are to Improve Customer perception, knowing the
customer better, drive higher customer loyalty and
increase sales.”
16. In-store digital solutions
Interactive Kiosks
The most popular kiosks are the ATM’s. Other Kiosks are Ticketing kiosks, Vending machines etc.
In Retail Interactive kiosks help the customers access necessary information such as providing floor
maps, browse retailer website, compare products, product demonstrations etc. Interactive kiosks could
be deployed to accomplish one task or a multiple tasks or query’s. The types of applications that multi-
function kiosks can support are limitless and are defined by each retailer’s customer demographics,
merchandising offerings and pain points. Kiosks are majorly used as self-service tools.
Digital Signage
Digital signage’s are electronic displays deployed at various places aimed at delivering targeted con-
tent depending on the people who arrive there. Digital signage can be updated as per the retailers need
and saves the printing costs associated with static signs. The dynamic nature of digital signage also
helps in grabbing customer’s attention. Various forms of digital signage are Customised Shelf talkers,
Digital Menu boards, Digital Window displays, Interactive merchandising etc.
Tablet Devices
Tablet devices help in offering more personalised service. Automobile showrooms are using tablets to
help customers in their car customisation process. In hospitality business hotels like the Four Seasons
and J.W. Marriott are testing the use of in-room tablets. Tablets in hotels offer the opportunity for
easier check-in, customised service through the use of guest profiles, and a menu of concierge ser-
vices with easy connectivity. They can even act as multi-purpose control panels for in-room devices.
In Restaurants Tablets provide the flexibility of digital menus, self-service ordering, and access to food
ingredient lists and calorie counts. They offer opportunities for increasing engagement through promo-
tions and social media. Tablets can be used by both customers and in-store personnel. For customers,
the tablet serves as an extension of the website and as a comparison shopper. For the salesperson, tab-
lets can be a powerful customer service tool. If a retailer develops a specific tablet application, it can
provide more information than simple access to the website. A tablet application can integrate with
inventory management, connect the salesperson with similar stores across the country and acts as
POS. Deployers of tablets may need a customised solution for display to adapt to the context of its use.
16
17. How brands are using in-store digital solutions...
Kraft foods
Kraft Foods Group Inc. is an American grocery manufacturing and processing conglomerate.
Kraft foods found out that an average shopper has a paltry 10 recipes in his or her average meal-time
rotation: Spaghetti, pizza, hamburgers, chicken, etc. They also found that 70% of shoppers enter the
store without a clue as to what to serve that night for dinner. So they devised the Kraft foods Meal plan-
ning in-store kiosk which aims at expanding an average shopper’s meal recipe choices.
When a shopper stands in front of the kiosk, a camera equipped with Anonymous Video analytics soft-
ware zooms in on his or her face to determine the shopper’s age and gender. The kiosk then suggests
Kraft products it thinks the shopper will enjoy. The Kraft Meal Planning Solution, created in conjunction
with Intel, lets users customise their experience based on their reason for the shopping trip.
NASCAR
The National Association for Stock Car Auto Racing (NASCAR) sanctions and governs multiple auto
racing sports events. NASCAR fans are some of the most passionate in the world. With the increas-
ing on venue usage of smart phones at the event and even at home NASCAR wants to extend its race
watching experience without diluting the real world experience. NASCAR plans to deliver customised
and personalised information of favourite drivers, their current race analytics, real time information
about their cars etc.
17
18. How brands are using in-store digital solutions...
Sephora
Sephora is a French brand and chain of cosmetics stores founded in Paris in 1970. Featuring more than 100
brands, along with its own private label, Sephora offers beauty products including makeup, skincare, body,
fragrance, colour, and haircare.
Sephora’s in-store Scentsa touchscreen kiosk lets visitors explore fragrances through multiple paths, such
as by brand or by fragrance note. The responsive touchscreen offers shoppers helpful product information.
When a shopper finds something of his/her interest it allows them to email or scan the QR code to pull up
the product on their phone.
Sephora Skincare iQ helps customers choose skincare products that match their skin type. Whether it’s
wrinkles, dark spots, visible pores, or any other concern, Skincare iQ finds the top-performing products
available at Sephora to address skin needs. It also solves the daunting task of selecting the right founda-
tion for a given skin colour. The device is used to scan the skin and syncs the data wirelessly with an ipad.
Based on that data the system recommends the best suited foundation from thousands of options.
“Seva Beauty a salon located in Walmart
stores offers a full range of services, in-
cluding manicures, pedicures and eyebrow
threading. Each Seva Beauty location has at
least one iPad, used for check-in and check-
out. A secondary iPad also is used as a POS
system. The iPads encourage up-selling my
promoting daily specials when the customers
check-in.”
18
19. “Luxury brands have always understood that, more
than just the product, their customers are buying ser-
vice, membership of an exclusive club and a shared
philosophy.”
-Insights 2013: Redefining experiences through connected thinking by Sapientnitro
20.
21. Primary
Research
Primary research was carried out in the form of mapping the Customer journeys & conducting On-
line & Offline Questionnaires. Online Questionnaires were answered by 15 American & Europeans
put together and a few NRI’s. Offline Questionnaires were conducted in uptown Koramangala and
Platinum City Township, which are home to upper middle class-wealthy demographics. A total of
60 interviews were done through questionnaires. Through Secondary research insights & directions
were derived from research papers.
Key words Journey Maps
Questionnaires
User Shadowing
21
24. DISCOVERY STAGE PRE-BUYING PHASE
CUSTOMERJOURNEY:ACTIVITIES&ATTITUDES
Product discovery through various channels. Product information & research gathering through different channels
Consumer questions relating to products.
Key words:Key words:
Product could be discovered through various channels. In most cases an impulse to buy is
triggered if the consumer finds the product irresistible. In other cases there is a genuine need
of the product.
This stage is mainly dominated by information gathering by the consumers. This is either done In-Store or
Online. For categories like grocery there isn’t much pre-shopping research. Where as for electronics or for
products there is substantial investment, consumers spend good amount of time in research before they
arrive at a decision. A look at how the consumer gathers information.
Billboards
Internet
In-Store
Search engine, Forums, Websites, User Reviews, Expert reviews, Video Reviews
What are my needs?
Do I really need this product?
How is this model different from the other?
Confusion, Genuinity of information, Trust, Product ExperienceNeed Creation, Branding
Is it worth the money i spend?
Which products best serves my needs?
Consultation with family & friends, Co-browsing with friends, general discussions etc.
Visit the store for product experience, Seek the help of store associates.
Retailer websites do self-promotion. So not-trustworthy
Not everyone knows about every product.
Sometimes not sure of sales associates knowledge of products.
Not really of great use.
Can not experience the products physically
Uncertain information.
Can touch & feel the products.
Product comparison is easyOnline reviews are unbiased
Fair feedback. Trustworthy
Not easy to find sales associates at times
Good to ledge complaints
Consumer
Perceptions:
Consumer
Perceptions:
Consumer
Perceptions:
Consumer
Perceptions:
Retailer helpline, Fix demo on request
TV ads Peers
Peers
Telephone
Social Media
& Internet
Newspaper Store visits
NegativeReaction/Perception
PositiveReaction/Perception
24
25. IN-STORE POST-SHOPPING
Key words: Key words:
Investment heavy productsGrocery & immediate needs
In this phase the decision to buy is more or less done. But there are still some consultations with the store associates before the consumer
takes the final call. This holds specially true for electronic goods. Grocery shopping is more of a clear mission based shopping. A look at
what happens when the consumer is at the store
In most cases the relation between the retailer and the customer seems to
endafter the purchase. But its very crucial to address customers needs post-
purchase. A look at post-purchase scenario.
Documents
Review
Post Purchase Service
Bills, Warranty cards, User manuals, Coupons etc.
Review product or retailer service
May or may not carry shopping lists
While enquiring about the products While attending to consumer query’s
A little bit of final information gathering is done before going
ahead to buy the product. A lot of store associate interaction
happens at this stage.
Payment & loyalty
Arrives at the store. Parks the vehicle Enters the store Constantly uses the mobile to attend
calls, use shopping apps etc
1 1
2 2
3
Lists, Loyalty cards, Product information, Offers, Genuine information, Confidence Positive or Negative Reviews, Refer, Product management
There are too many documents
Can I contact the dept.store in case of damage?
Might need help in product assembly.
Might not need warranty cards in near future.
Finding the product model no is tough. Its hidden
somewhere.
Store warranty cards even after expiry.
Is my warranty still valid?
Finds it difficult to find parking slots at times
Use manuals are not useful for more than few
times
Who exactly do i contact?
May or may not refer the retailer/product to a
friend.
Consumer
attitudes:
Consumer
attitudes:
Consumer
attitudes:
Lists
Signage
Product Selection
Customer & Store associate interaction
Consumer
Product Selection
Check-out
I can remember them
Is the information pro-
vided by store associate
genuine.
Finds customer infor-
mation depending on
product type
I Might not know all
product information
Be up to date with
changing technology
Signage is not accurate
Mostly use the regularly used
brands
Check out is tedious when there are long ques.
Helps me not miss the products
i have to shop
Is he trained enough?
I should check from
other stores as well.
Helps me partially.
No Offers on products of my
interest
Loyalty cards do not yield any benefits.
Searching for signage itself
is a problem
Check for similar products
on offer.
Loyalty cards is a waste of time
Use loyalty cards only when large sum is spent
Consumer
attitudes:
Attitudes: Attitudes:
Consumer
attitudes:
Consumer
attitudes:
Consumer
attitudes:
Store associate
PeersSocial Media
& Internet
Channels
25
26. Customer journey maps made it easy in terms of getting into the mind of
the shopper and understanding what is preventing them to perform certain
tasks and also what are the issues they face in a physical store. A few ques-
tions were asked to the users both during and after the shopping depending
on the context. Questions were not asked at places where it was felt that the
outcome would be influenced by the presence of the third party. Customer
journey maps gave a direction in terms of preparing the Questionnaires to
garner more insights and to also to validate the existing ones.
27. customer journey map :
findings
Some good insights were drawn through analysis of the customer tasks throughout customer journey mapping. They are:
-In the early stages of deciding or pre-shopping process customers found it difficult to decide which is the product that
fulfills their needs. Even though they depended heavily on online reviews sometimes they were disappointed with the
product purchase later.
-Customers who went to experience the products in the store before making a final decision didn’t have a healthy trust
over the salesmen. Customers sometimes couldn’t get the information they have asked for from the salesperson. This
made the customers skeptical about the information offered by the salesperson. Sometimes they felt the salesperson was
not trained enough. The sales person too sometimes felt bad when couldn’t address the customer queries.
-Post purchase customers really felt it difficult to main a record of old purchases, bills, and more importantly the warranty
cards and related data. They felt it really gruesome to find out the product model numbers in times of any service enquiry
with the retailer or concerned service providers since most of the time model numbers are on the rear side and its difficult
to find it out in cases of heavy products or installed ones.
-Some found it difficult to analyse their spending patterns.
27
28. Customer journey map :
Findings
In a supermarket it was observed that people were moving all over the place in search of products or when they felt they
had forgotten something to pick up in a particular section before moving on to the next one. And one more major obser-
vation was that many people even though had loyalty cards didn’t really use them because of few reasons:
-They didn’t know how they use the points they accumulate through loyalty cards
-They didn’t know how many points they had in their account. In a way they didn’t know where to check the points in
their account.
-Other major observation was that different members from a family went to buy at the store on various occasions and it
was not necessary all of them had the loyalty card or there was only one card for the house.
-People felt that they wouldn’t benefit if they bought few products. They felt that buying good amount of buying only
gained them points. Incidentally most of them would buy something every now and then in 2 or 3 days.
-Interestingly people felt lazy to take out the card to swipe. They felt it was ok not to swipe.
28
29. Improving Product selection process. Especially when it comes to electronics.
Trust issues between customer & store associates.
Motivating Consumers to use Loyalty card regularly.
Helping consumers to plan their store visit in a better way.
Helping consumers to navigate in a store better.
Help consumers in product management post-purchase.
3
4
5
6
2
1
POTENTIAL AREAS THAT NEEDED ATTENTION:
29
30. Questionnaires* were prepared to find out
two major things:
-Hindrances during a decision making pro-
cess during shopping.
-Shopping experiences they enjoyed the
most.
Questionnaire
Responses
“Wanted to buy an expensive SLR camera - Did the homework, knew what I
wanted. The knowledge of the salesman blew me away. He was very helpful,
convinced me to buy a better lens, never pushed me to buy filters, offered free
tutorial classes, price was as good as the mail order purchase and never forced
me to buy the product. I went back after a week to buy the camera I wanted.”
“I have different criteria for different types of products- some food products
are based on quality, others on cost. Electronics are generally to fill a specific
need and brand loyalty. Clothing is price, need and style.”
“When there are multiple products which have a difference of one or two fea-
tures and the price differs a lot. Example: Galaxy S4 & S3.”
30
*Complete Questionnaire in appendix
31. 31
“I always enjoy going to Target, no store in Europe matches that experiences
for me. The stores are always clean, they have almost no smells in them, things
are easy to find, and they have hip and young products as well as everyday
items. They are inexpensive but not cheap meaning there products are of de-
cent quality. (Unlike Walmart) There hours are also nice, they are open early
and close late.”
“My purchase at a departmental store was most memorable. I have been there
for a pair of shoes. I was a bit confused about the model and brand. But Nike
store in Hyundai Department store, Seoul - made my decision clear with great
demonstration and clear display of products. They work as an academic centre,
where they educate us about the product usability. They gave me chance to
experience more than 6 different categories, where I learned the design intrica-
cies. Finally I bought 2 pairs of shoes.”
“I am hindered when there are too many options and not enough information
for me to make an informed decision.”
major findings from the questionnaires were:
—People wanted discounts on the products they liked. In a way they didn’t really care
about discount on other products. One shopper in the store even found it intrusive to
their in store activity. People felt well informed staff had resulted in better shopping
experiences apart form good ambience & being pampered.
—One of the key finding was that many people do not understand key technical infor-
mation relating to electronic goods which hinders their decision making. Specific needs
and understandable technical information play a major role in decision making.
—People felt it was difficult for them make decisions when they have too many choices.
This was very much aligned with views of Barry Schwartz & Sheena Iyengar.
Barry Schwartz is a psychologist and
author of ‘The Paradox of Choice:
Why More Is Less’ and a TED
speaker on the same topic
Sheena Iyengar is the author of ‘The
Art of Choosing’ and a TED speaker
on the same topic
32. DISCOVERY STAGE PRE-BUYING PHASE
MAPPINGPOSSIBLEINTERVENTIONAREASONCJMAP
Product information & research gathering through different channels
Consumer questions relating to products.
Key words:Key words:
Product could be discovered through various channels. In most cases an impulse to buy is
triggered if the consumer finds the product irresistible. In other cases there is a genuine need
of the product.
This stage is mainly dominated by information gathering by the consumers. This is either done In-Store or
Online. For categories like grocery there isn’t much pre-shopping research. Where as for electronics or for
products there is substantial investment, consumers spend good amount of time in research before they
arrive at a decision. A look at how the consumer gathers information.
Billboards
Internet
In-Store
Search engine, Forums, Websites, User Reviews, Expert reviews, Video Reviews
What are my needs?
Do I really need this product?
How is this model different from the other?
Confusion, Genuinity of information, Trust, Product ExperienceNeed Creation, Branding
Is it worth the money i spend?
Which products best serves my needs?
Consultation with family & friends, Co-browsing with friends, general discussions etc.
Visit the store for product experience, Seek the help of store associates.
Retailer websites do self-promotion. So not-trustworthy
Not everyone knows about every product.
Sometimes not sure of sales associates knowledge of products.
Not really of great use.
Can not experience the products physically
Uncertain information.
Can touch & feel the products.
Product comparison is easyOnline reviews are unbiased
Fair feedback. Trustworthy
Not easy to find sales associates at times
Good to ledge complaints
Consumer
Perceptions:
Consumer
Perceptions:
Consumer
Perceptions:
Consumer
Perceptions:
Retailer helpline, Fix demo on request
TV ads Peers
Peers
Telephone
Social Media
& Internet
Newspaper Store visits
Product discovery through various channels.
new or related
product allerts
guidelines for
product selection
search products
by preferences
kiosks for product
search by needs &
preferences
clear information
of product abilities
STAGE1:ACTIVITIES&ATTITUDES
32
33. 33
IN-STORE POST-SHOPPING
Key words: Key words:
Investment heavy productsGrocery & immediate needs
In most cases the relation between the retailer and the customer seems to
endafter the purchase. But its very crucial to address customers needs post-
purchase. A look at post-purchase scenario.
Documents
Review
Post Purchase Service
Bills, Warranty cards, User manuals, Coupons etc.
Review product or retailer service
May or may not carry shopping lists
While enquiring about the products While attending to consumer query’s
A little bit of final information gathering is done before going
ahead to buy the product. A lot of store associate interaction
happens at this stage.
Payment & loyalty
Arrives at the store. Parks the vehicle Enters the store Constantly uses the mobile to attend
calls, use shopping apps etc
1 1
2 2
3
Lists, Loyalty cards, Product information, Offers, Genuine information, Confidence Positive or Negative Reviews, Refer, Product management
There are too many documents
Can I contact the dept.store in case of damage?
Might need help in product assembly.
Might not need warranty cards in near future.
Finding the product model no is tough. Its hidden
somewhere.
Store warranty cards even after expiry.
Is my warranty still valid?
Finds it difficult to find parking slots at times
Use manuals are not useful for more than few
times
Who exactly do i contact?
May or may not refer the retailer/product to a
friend.
Consumer
attitudes:
Consumer
attitudes:
Consumer
attitudes:
Lists
Signage
Product Selection
Customer & Store associate interaction
Consumer
Product Selection
Check-out
I can remember them
Is the information pro-
vided by store associate
genuine.
Finds customer infor-
mation depending on
product type
I Might not know all
product information
Be up to date with
changing technology
Signage is not accurate
Mostly use the regularly used
brands
Check out is tedious when there are long ques.
Helps me not miss the products
i have to shop
Is he trained enough?
I should check from
other stores as well.
Helps me partially.
No Offers on products of my
interest
Loyalty cards do not yield any benefits.
Searching for signage itself
is a problem
Check for similar products
on offer.
Loyalty cards is a waste of time
Use loyalty cards only when large sum is spent
Consumer
attitudes:
Attitudes: Attitudes:
Consumer
attitudes:
Consumer
attitudes:
Consumer
attitudes:
Store associate
PeersSocial Media
& Internet
Channels
In this phase the decision to buy is more or less done. But there are still some consultations with the store associates before the consumer
takes the final call. This holds specially true for electronic goods. Grocery shopping is more of a clear mission based shopping. A look at
what happens when the consumer is at the store
welcome messages
on entry
co-browse with
store associate
fix appointments
for product demos
warranty expiry
alerts
product usage
videos
equip with tablet
for product
search as per con-
sumer preferences
live feeds of
in store sales
one point access
to all documents
track post shop-
ping experience
easy loyalty card
usage & points
redemption
34. “What makes people passionate, pure and simple,
is great experiences. If they have great experience
with your product and they have great experiences
with your service, they’re going to be passionate
about your brand, they’re going to be committed to
it. That’s how you build that kind of commitment.”
– Jesse James Garrett
35. Secondary
ResearchExploring pertinent & appropriate models of customer engagement:
Today’s easy access to information and too much social influences makes it difficult for brands to
persuade them. It wouldn’t be wrong to say that today’s customers are highly apprehensive about
the information that brands push on to various media. They find it too intrusive. Customers are
naturally inclined towards those brands which offer solutions to their real life situations. Simply
coming up with a service doesn’t mean that the customers will accept or adapt it. To engage the
customer’s brands need to address their needs and goals. But how do they do it? So, Secondary
research was done on different persuasion and engagement models.
Key words Persuasion
Behaviour
Motivation
Engagement
35
36. Designing for persuasion means not merely creating usable solutions but actually
designing solutions to help consumers in accomplishing tasks and gaining custom-
ers trust. Business goals are achieved once a desired task in accomplished by
the customer or the user. Customers need to be emotionally assured that they
are heading in the right direction. Brands should help customers make informed
choices. Making things easy, relevant, and trustworthy by building persuasive
features into the interface helps to achieve desired user behaviours—ones that
align with the product’s business objectives.
DESIGN FOR PERSUASION36
37. 37
Based on an understanding of the context, content, users & system features can be built that
guide the user and motivate him to a better use of the system facilities.
by Marianne Lykke
Tailoring, Reduction, and Tunnelling may
ease complex query formulation through sim-
plifying the user-system interaction. Princi-
ples of suggestion, surveillance and monitor-
ing may be used to inform and encourage the
user to take advance of system features.
PERSUASIVE DESIGN PRINCIPLES
Reduction
Making actions or information a simple as
possible. The strategy of Reduction is a
means to ease user action by automation.
Tailoring
Customizing actions or information to user
needs and characteristics
Conditioning
Shaping behaviour by rewarding a certain
behaviour
Tunneling
Leading users through a predetermined se-
quence of actions or events
Suggestions
Suggesting a certain action or behaviour at
the most opportune moment.
Surveillance
Monitoring the behaviour of another to
modify behaviour in a specific way
Self monitoring
Monitoring behaviour in order to modify
actions or behaviour to achieve a predeter-
mined goal or outcome
Marianne Lykke, Associate professor, PhD,
(Information Interaction and Architecture,
Royal School of Library and Information
Science, Denmark)
38. Concept that focuses on how a struc-
ture or system, as viewed by the users,
meets their needs and requirements.
BEHAVIOUR DESIGN
38
39. 39
Depending on the business goals and customers characteristics, the barriers and triggers to de-
sired user behaviours will vary. Any one of six universal principles of social influence can act as a
catalyst to trigger an emotional response:
In addition to the principles of social influence, there are psychological principles designers can
leverage to increase engagement and help people to make informed choices. Making things easy,
relevant, and trustworthy by building persuasive features into the interface helps elicit desired
user behaviours—ones that align with the product’s business objectives.
by Elisa del Galdo
PERSUASION IN DESIGN
Reciprocation
We feel obliged to return favours.
Liking
The more we like people, the more we want
to say yes to them.
Authority
We look to experts.
Social Proof
We look to others to guide our behaviour.
Commitment/Consistency
We want to act consistently with our com-
mitments and values.
Scarcity
The less available a resource, the more we
want it.
The Power of Free
We are prone to go for free things, even if they come at a price later.
Susceptible Moments
Opportunities to cross- and up-sell must be timely so that they are delivered at the point at
which people are most receptive.
Saving for Tomorrow
People are much more likely to make a commitment to spend money in the future than to spend
it today.
Positive Reinforcement
Letting customers know when they are doing well will keep them engaged.
Loss Aversion
People do not like to lose things once they have them, so alerting customers when they are
about to lose out on something is an opportunity to maintain engagement.
Completeness
By nature, we feel the need to fill in gaps.
Elisa del Galdo is Director of UX at Flow
Interactive, specialists in User-Centered De-
sign and user experience. She holds a BS in
Biology and an MS in Industrial Engineering
and has over 20 years’ experience in HCI.
40. Motivation, Ability and triggers form the basis of the Fogg’s behaviour model. By understanding
what’s preventing target behaviour and applying the parameters of motivation, ability and triggers
the desired behaviours can be achieved. A peek into Fogg’s model:
by DR.BJ FOGG
BJ FOGG’S BEHAVIOUR MODEL
1. Motivation
Motivation: It consists of three dimensions:
-Pleasure/Pain
-Hope/Fear
-Social Acceptance/Rejection
Pleasure/Pain
Pleasure/pain is a primitive response, and
it functions adaptively in activities related
to self-preservation and propagation of our
genes. Pleasure and pain are powerful moti-
vators. To boost levels of motivation pleasure
and pain can be embodied. This motivator
type may not be the ideal approach, especial-
ly pain, but a thorough review of motivation
means at least acknowledging these options.
Hope/Fear
This dimension is characterized by anticipa-
tion of an outcome. Hope is the anticipation
of something good happening. Fear is the
anticipation of something bad, often the
anticipation of loss. For example, people are
motivated by hope when then joining a dating
web site. They are motivated by fear when
they update settings in virus software.
Social Acceptance /Rejection
People always want to make their mark
socially. They want to be socially accepted.
People are motivated to do things that win
them social acceptance. Perhaps even more
dramatically, people are motivated to avoid
being socially rejected. And perhaps this
is the success between most of the social
networking sites.
40
Hope/Fear
This dimension is characterized by anticipa-
tion of an outcome. Hope is the anticipation
of something good happening. Fear is the
anticipation of something bad, often the
anticipation of loss. For example, people are
motivated by hope when then joining a dating
web site. They are motivated by fear when
they update settings in virus software.
Social Acceptance /Rejection
People always want to make their mark
socially. They want to be socially accepted.
People are motivated to do things that win
them social acceptance. Perhaps even more
dramatically, people are motivated to avoid
being socially rejected. And perhaps this
is the success between most of the social
networking sites.
Hope/Fear
This dimension is characterized by anticipa-
tion of an outcome. Hope is the anticipation
of something good happening. Fear is the
anticipation of something bad, often the
anticipation of loss. For example, people are
motivated by hope when then joining a dating
web site. They are motivated by fear when
they update settings in virus software.
Social Acceptance /Rejection
People always want to make their mark
socially. They want to be socially accepted.
People are motivated to do things that win
them social acceptance. Perhaps even more
dramatically, people are motivated to avoid
being socially rejected. And perhaps this
is the success between most of the social
networking sites.
41. 41
3.Trigger
A trigger is something that tells people to
perform a behaviour now. It is a ‘call-to-
action’. Triggers can make the user act on
impulse. There are three types of triggers:
sparks, facilitators, and signals.
Spark
A spark is a motivation element used when
a user lacks motivation to perform target
behaviour.
Facilitator
It is an element used when a user is moti-
vated but lacks the ability to perform target
behaviour. Facilitator makes the target behav-
iour easy or simple for the user to perform.
Triggers
Triggers
Behaviour=Motivation+Ability+Trigger
AbilityHard to do Easy to do
Fail here
succeed here
at the same time
Low
Motivation
High
Motivation
Motivation
Social Acceptance /Rejection
People always want to make their mark so-
cially. They want to be socially accepted. Peo-
ple are motivated to do things that win them
social acceptance. Perhaps even more dra-
matically, people are motivated to avoid being
socially rejected. And perhaps this is the suc-
cess between most of the social networking
sites.
2.Ability
It is the user trained enough or knowledgeable enough to accomplish a desired task? The users
should be capable of achieve of a target behaviour. There are two ways to go about it. One is to
make tasks easy for the user to perform or train them which is a tougher part since People are
generally resistant to teaching and training because it requires effort. This clashes with the natu-
ral wiring of human adults: We are fundamentally lazy. So we have to basically make it simple
and east for the users to achieve the target behaviours. The different dimensions of simplicity
are: Time, Money, Physical effort, Brain Cycles, Social Deviance & Non-Routine. Each person has
a different simplicity profile. Some people have more time, some people have more money, and
some people can invest brain cycles, while others cannot. These factors vary by the individual,
but they also vary by the context.
BJ Fogg is a professor and founder of
the “Persuasive technology lab” at the
Stanford University.
42. DISCOVERY STAGE PRE-BUYING PHASE
MAPPINGPERSUASIONPARAMETERSONINTERVENTIONAREAS
Product information & research gathering through different channels
Consumer questions relating to products.
Key words:Key words:
Product could be discovered through various channels. In most cases an impulse to buy is
triggered if the consumer finds the product irresistible. In other cases there is a genuine need
of the product.
This stage is mainly dominated by information gathering by the consumers. This is either done In-Store or
Online. For categories like grocery there isn’t much pre-shopping research. Where as for electronics or for
products there is substantial investment, consumers spend good amount of time in research before they
arrive at a decision. A look at how the consumer gathers information.
Billboards
Internet
In-Store
Search engine, Forums, Websites, User Reviews, Expert reviews, Video Reviews
What are my needs?
Do I really need this product?
How is this model different from the other?
Confusion, Genuinity of information, Trust, Product ExperienceNeed Creation, Branding
Is it worth the money i spend?
Which products best serves my needs?
Consultation with family & friends, Co-browsing with friends, general discussions etc.
Visit the store for product experience, Seek the help of store associates.
Retailer websites do self-promotion. So not-trustworthy
Not everyone knows about every product.
Sometimes not sure of sales associates knowledge of products.
Not really of great use.
Can not experience the products physically
Uncertain information.
Can touch & feel the products.
Product comparison is easyOnline reviews are unbiased
Fair feedback. Trustworthy
Not easy to find sales associates at times
Good to ledge complaints
Consumer
Perceptions:
Consumer
Perceptions:
Consumer
Perceptions:
Consumer
Perceptions:
Retailer helpline, Fix demo on request
TV ads Peers
Peers
Telephone
Social Media
& Internet
Newspaper Store visits
Product discovery through various channels.
new or related
product alerts
guidelines for
product selection
search products
by preferences
kiosks for product
search by needs &
preferences
clear information
of product abilities
Triggers
Susceptible Moments
Tailoring
Reduction
Tailoring
STAGE2:INTERVENTIONAREASSTAGE1:ACTIVITIES&ATTITUDES
42
43. 43
IN-STORE POST-SHOPPING
Key words: Key words:
Investment heavy productsGroccery & immediate needs
In most cases the relation between the retailer and the customer seems to
endafter the purchase. But its very crucial to address customers needs post-
purchase. A look at post-purchase scenario.
Documents
Review
Post Purchase Service
Bills, Warranty cards, User manuals, Coupons etc.
Review product or retailer service
May or may not carry shopping lists
While enquiring about the products While attending to consumer query’s
A little bit of final information gathering is done before going
ahead to buy the product. A lot of store associate interaction
happens at this stage.
Payment & loyalty
Arrives at the store. Parks the vehicle Enters the store Constantly uses the mobile to attend
calls, use shopping apps etc
1 1
2 2
3
Lists, Loyalty cards, Product information, Offers, Genuine information, Confidence Positive or Negative Reviews, Refer, Product management
There are too many documents
Can I contact the dept.store in case of damage?
Might need help in product assembly.
Might not need warranty cards in near future.
Finding the product model no is tough. Its hidden
somewhere.
Store warranty cards even after expiry.
Is my warranty still valid?
Finds it difficult to find parking slots at times
Use manuals are not useful for more than few
times
Who exactly do i contact?
May or may not refer the retailer/product to a
friend.
Consumer
attitudes:
Consumer
attitudes:
Consumer
attitudes:
Lists
Signage
Product Selection
Customer & Store associate interaction
Consumer
Product Selection
Check-out
I can remember them
Is the information pro-
vided by store associate
genuine.
Finds customer infor-
mation depending on
product type
I Might not know all
product information
Be up to date with
changing technology
Signage is not accurate
Mostly use the regularly used
brands
Check out is tedious when there are long ques.
Helps me not miss the products
i have to shop
Is he trained enough?
I should check from
other stores as well.
Helps me partially.
No Offers on products of my
interest
Loyalty cards do not yield any benefits.
Searching for signage itself
is a problem
Check for similar products
on offer.
Loyalty cards is a waste of time
Use loyalty cards only when large sum is spent
Consumer
attitudes:
Attitudes: Attitudes:
Consumer
attitudes:
Consumer
attitudes:
Consumer
attitudes:
Store associate
PeersSocial Media
& Internet
Channels
In this phase the decision to buy is more or less done. But there are still some consultations with the store associates before the consumer
takes the final call. This holds specially true for electronic goods. Grocery shopping is more of a clear mission based shopping. A look at
what happens when the consumer is at the store
welcome messages
on entry
co-browse with
store associate
fix appointments
for product demos
warranty expiry
alerts
product usage
videos
equip with tablet
for product
search as per con-
sumer preferences
live feeds of
in store sales
one point access
to all documents
track post shop-
ping experience
easy loyalty card
usage & points
redemption
Ability
Completeness
Completeness
Positive Reinforcement
Positive Reinforcement
Positive Reinforcement
Authority
Trigger
Social
Proof
44. “The details are not the details. They make the
design” - Charles Eames
45. Though there are negative aspects in the current systems that need attention, the way they need
to addressed turns out to be critical. It is believed that the solution to be thought about should aim
at providing a better experience and not just address entities that would be independent of each
other. Meaning, an ecosystem of offerings should be thought about that would motivate the con-
sumer by instilling trust and also serve the retailers business goals.
Key words Persuasion
Engagement
Business goals
Motivation
Better Experience
Secondary Research Takeaways:
45
46.
47. Design Directions
Arriving at
Through research it was concluded that Product Research, Shopping & Post-shopping phases
were the areas where there was a lot of scope for bettering the experience. It is believed that by
mapping out the primary solution explorations a model could be derived which would form a blue
print of offerings for the retailer.
47
48. Billboards
TV ads
Sustain/Live upto
customers
expectations
Integrated & Immersive
Experience zones
Tablet Equipped
Store associates
Address
Questions
Peers
Need based
product search
Bend screens
&
Touch screens
Need based
product search
Product selection
guidelines
Customer Info
Social Media
& Internet
Newspaper In-Store
Kiosks
At-Home
Need
Creation
Increased
Expectation
Research
Phase
Ability
Indexing
Ability
Comparison
entice
empower with relevant information
PRE-SHOPPINGDISCOVERY
49. Personalises messages
at entry
Warranty expiry
alerts
Single Point
Integration of
Loyalty Points
After few days of
product purchase
Loyalty points
redeem
Loyalty points
redeem
Product Servicing
Live feeds of instore sales
In-Store navigation
Shopping/Wish lists
Loyalty Points
Coupons
Quantify
Track experience by easy
rating system. Address issues
if any
Warranty
Facilitate Redemption
Facilitate Redemption
Renew warranty
services
Set targets based
on interests
Suggest discounts on
related products
Easy service, store model
number for later reference
Shopping History
entice
engageenable
empower
WHILE SHOPPING POST-SHOPPING
To create a Motivational & Engaging ecosys-
tem with Product & Process driven solutions
with an aim to better customers experience with
the brand. The three parameters that form the
core of this ecosystem are Entice, Empower &
Engage. Each parameter would have various
activities and user actions to achieve the desired
outcome.
DESIGN DIRECTION:
Entice Empower Engage
49
52. The Design solution provides an ecosystem which is motivating, engaging & consistent in ad-
dressing both user & business needs . It does so by providing solutions to the existing issues and
also creating a few more services that are user centric. It serves the business goals of the retailers
by plugging in services to the ecosystem of user centric solutions along customer journey.
Enticing is a way to connect the customer to the brand emotionally. It is a way to attract the cus-
tomers. It helps in living up to the customers expectations after their initial connect with them.
Providing the consumers with the relevant and personalised information empowers them to get
over ambiguity and take informed decision quickly.
Constantly taking care of consumer needs at different points of consumption cycle helps not only
in gaining trust of the consumer but also helps the retailer in achieving the business objectives.
proposed model for enhancing motivation and
engagement:
52
53. 53
While the Entice, Empower & Engage form the three pillars of the model,
The middle circle shows What actions are to be taken under each param-
eter. The outermost circle shows How the actions needs to be executed.
functional relationships of the components
of the model:
54. PARAMETER
Welcome messages at entry
Creating integrated & immer-
sive experience zones in-store
Alerts before product war-
ranty expiry
Product demo video’s
Advanced product search
Points earned through loyalty
C0-browse with in-store as-
sociates
Track experience post-shopping
Promote related products
based on previous buys
detailed functional relationships of
55. WHAT HOW
The retailer can deliver a very personalised experience to the user when he is at the
store front. This can act as a positive reinforcement
These zones act as product educational hubs with in the store which mesmerize the
consumers & helps in living up to their expectation
Reminding the customer about his product warranty expiry a few days in advance will
help him contemplate about a renewal. Retailer can also extend his scope of services.
Product assembly & tutorial videos generated by experts users especially in case of
craftsman tools help the buyers gain knowledge of different ways of using the tools
People purchasing goods have specific needs when buying products. If the system could
match the requirements to the product abilities relevant products could be searched
Most of the time customers do not have a track of their loyalty points status which
hinders the success of a loyalty program. It’s important to keep them informed
It’s an important step towards creating a personalised experience to the customer and
gain their trust and also take load off the associate for gaining access to product info
By tracking customers shopping experience the retailer can gain an insight into the areas
where they can improve. It also helps in making the customers feel important,
To upsell or cross sell the retailer could analyse the customers previous purchases and
recommend him related products through messages or when he is back in the store
Messages can be delivered to the customer on his
smart phone
Huge screens operated through touch surfaces could
be used in-store for product demo’s
Mobile could be used as a channel primary channel.
Other channel could be e-mail
E-mailing the buyer after he has purchased the prod-
uct helps in making him feel important
Creating a product search engine by indexing the
technical, physical and other abilities of the products
Quantifying and showing the customer loyalty points
and letting him set targets helps retailer in gaining trust
Delivering relevant information through apps made
specifically for in-store associate needs
An experience tracking system that lets the customers
rate with ease over a few parameters.
Notify through different channels like mobile, e-mail
etc.
the components of the model
55
57. 57
Since todays consumer is technology and information savvy, By linking all the key customer data
like Loyalty points, Warranty data, Shopping history, Shopping lists, Bills etc it can be made easy
for the consumer to access the key information across devices . Data becomes key to the strat-
egy in addressing some of the major pain points observed through research.
By integrating or registering the credit cards into the account provided by the retailer the con-
cept of loyalty card can be get rid off which many consumer felt no value of. So every time the
consumer uses the credit card in-store or online the loyalty points get deposited in the account.
Even for the smallest of the purchase. Doing so creates value both for the consumer and retailer.
It also helps the retailer in analysing each consumers buying trends which could be used to
deliver a more personalised service by predictive analysis.
CONNECTIVITY & STRATEGY
Amazon:
Amazon recommends products by analysing Past purchases, likes, similar purchases by other
customers & Items in Customers virtual shopping carts.
Okcupid:
Okcupid generates match percentages with other compatible singles by analysis keywords in the
profiles, user ratings of each other & answers to personal questions.
Pandora:
Pandora recommends new music by analysing users likes on songs, artists & genres.
Netflix & IMDB use similar techniques.
HOW BRANDS ARE USING PREDICTIVE ANALYSIS...
58. KEY INSIGHTS FROM RESEARCH
Consumers were not motivated enough to use the loyalty
cards for the reasons being:
Access to loyalty accounts were tough, ignorant about
what could be done with the loyalty points and swiping
loyalty card at the billing counter was perceived as a tedi-
ous or unnecessary action. Due to this ,the very purpose
of loyalty cards is not being served.
Consumers felt that they would be happy if they received
discounts on the products they are interested in buying.
But this hardly happened.
Lot of time is wasted in the store searching for products.
By linking customers credit card to loyalty programme they
get points every time they make a purchase at the retailer, ei-
ther online or in-store. Since using credit card is a very natural
action while making a payment the need of a separate loyalty
card can be completely diminished there by reducing one user
action.
Though many people did not prepare shopping lists, they help
the retailer to understand the consumers needs and offer
deals accordingly. This is could motivate the customers to
prepare shopping lists.
By showing consumers the product location in the store saves
them a lot of time. Based on the shopping lists & shopping his-
tory the retailer can push related products and offers which
would act as triggers to up sell or cross sell.
THE ABOVE ISSUES WOULD BE ADDRESSED BY DOING THE FOLLOWING:
Linking customer credit card to loyalty program Create personalised offers based on shopping lists
Due to the time constraints the design solution was limited to Grocery scenario.
Draw in-store maps based on shopping lists
SCENARIO: GROCERY & GENERAL NEEDS SHOPPING
1
1 2 3
2 3
59. Smart phone would be used by the consumer to create Shopping lists, Check & Share
loyalty points, Set targets with loyalty points, Add friends/peers .
The idea of a digitally enabled shopping cart is aimed at addressing the needs of the shopper
while navigating through the store. The idea of fixing a dedicated interactive screen to a cart is
unique in a sense that it doesn’t hinder the natural shopper activity & behaviour in a store which
does not hold true in case of a personal mobile device. A personal mobile device requires dedi-
cated attention to use in terms of handling it and shopping simultaneously.
The Digital cart would analyse the lists of the shopper once he check’s in to the store through
the device and would offer deals or product recommendations. This can be done by analysing
the contents of the customers list & also his/her previous purchases which would help in up-
selling or cross selling without being too intrusive by pushing sales through the device. It would
also help in engaging the customer in the store and retaining him for a longer time by guiding
him to explore more options.
Modern shoppers do their product research before they come to the store or they are already
educated about a product. So they are more or less very clear about what they would like to buy.
Now it is important for the store to guide the already educated customer to the product. The
main activities that the solution support is:
-In-store navigation to help customers reach their products.
-Making sure that the customer doesn’t miss any product that is on his list.
-Cross sell & Up-sell
Self-checkout would also have been incorporated but due to too many complications involved it
was eliminated.
SOLUTION ARTEFACT: INTERACTION PLATFORM
Mobile Digitally Enabled Shopping Cart1 2
59
60. POINTS
LISTS
COUPONS
ACCOUNT
Delete lists
Share
Share
Peers
Select & ok
Notifications
Notifications
Notifications
Browse lists
View Loyalty Points
Saved coupons
Shopping history
Create lists
Browse targets
Browse
Credit/Debit Cards
Add items
Set targets
Add to shopping list
Browse
Save
Dislike
Browse friends
Browse friends
Browse friends
Delete items
Delete targets
Share
Add to lists
Target one
Accept
Accept
Accept
Warranty data
Accept
Add to lists
View target progress
Add to shopping list
View by year
Received Points
Received Points/Coupons
Warranty Expiry
Delete from lists
Target two
Decline
Decline
Decline
Related products
Decline
Delete from lists
Delete from lists
Delete
Target achieved
Target achieved
Friend requests
Set priority
Browse points
View points
Set points & share
Enter points & ok
Browse Recommendations
Browse Recommendations
Browse Peers
Delete Peers
Edit/Delete card
Set password & ok
Select & add
Search Peers
Enter password
Enter details
Select
Monthly spending
Spending breakup
Browse
Add card
Product data
Browse Products
MOBILE APP FEATURE SET
60
62. SHOPPING LISTS:
Creating shopping lists helps the consumer to receive offers or
deals based on their lists which serves as a motivator. It also
helps in finding the products in the store. For the retailers shopping
lists become a window into the mind of the shopper and helps in
delivering a personalised experience. Lists also helps the retailer
to engage the consumer when he checks into the store through
the digitally enabled shopping cart.
62
63. AM9:09BELL 100%
Coffee Powder
Eggs
Wheat Flour
Biscuits
Washing Detergent
Tissues
Butter
Jam
Bread
LISTS
Monthly Weekly
Offer 1
Description of the offer
Offer 1
Description of the offer Add to list
Offer 1
Description of the offer Add to list
Offer 1
Description of the offer Add to list
Recommendations
4
Add to list
Birthday party
Cheese
Coffee Powder
Eggs
Wheat Flour
Biscuits
Washing Detergent
Tissues
Butter
Jam
Bread
AM9:09BELL 100%
LISTS
Monthly Weekly
Delete List
Birthday party
Recommendations
4
New List
Cheese
Coffee Powder
Eggs
Biscuits
Washing Detergent
Tissues
Butter
Jam
Bread
AM9:09BELL 100%
LISTS
Monthly Weekly
Delete List
Wheat Flour
Birthday party
Recommendations
4
New List
63
64. POINTS:
Explore Targets
POINTS
Account
Total Points you have is
2 6 0 9
540 points away from target one
1130 points away from target two
Share points
Remove Remove
Flat 40% off
3149 points 3739 points
Target 1
40% Off on December’s
grocery purchase
Target 2
2
AM9:09BELL 100%
Points
You can receive and share points with
your loved ones to achieve your long
term shopping offers
sears
AM9:09BELL 100%
Kerry has sent you 339 points
:)
DeclineAccept
DeclineAccept
Martha has sent you 63 points
:)
POINTS
Account
Total Points you have is
2 6 0
540 points away from target one
1130 points away from target two
Share points
Remove
Flat 40% off
3149 points
Target 1
40% off on December’s
Points & Target alerts: When peers send points or the user
reached loyalty targets.
The app lets consumers set definite goals to achieve using
loyalty points
-
The app brings loyalty much closer to the consumer by clearly
displaying the current status of their loyalty accounts. By let
ting the users set their own targets it makes them committed
to the retailer. It also encourages every one in a household
to go to the same retailer by letting them share their loyalty
points with their household members and also peers.
64
65. AM9:09BELL 100%
POINTS
Account
Explore Targets
Flat 40% off
3149 points 3739 points
Product 1
40% Off on December’s
grocery purchase
Product 2
Flat 50% off
3179 points 8709 points
Product 3
59% off on December’s
grocery purchase
Product 4
Target this Target this
Target this Target this
AM9:09BELL 100%
POINTS
Account
Share points
You have 2609 points
Martha
Share points
John
Maria
Share points
Share points
Share points
Kerry
AM9:09BELL 100%
POINTS
Account
Share points
You have 2609 points
2 5 1 _
Don’t Share
Maria
Share
The app lets consumers share their loyalty points with in the
household or with their peers making it social activity
65
66. COUPONS:
Coupons
You can receive and share coupons
with your peers using this app.
sears
AM9:09BELL 100%
Kerry has sent you a coupon
:)
DeclineSave
$
20% off on $ 200 purchase
Le Vernis Coupon
Explore Coupons
COUPONS
Account
Total Coupons you saved is
1 0
Flat 40% off
Coupon 1
Add to shopping list
Delete
Explore Coupons
COUPONS
Account
Total Coupons you saved is
1 0
Flat 40% off
Coupon 1
Add to shopping list
Delete
Add to shopping list
Delete
Coupon two
40% off on December’s
grocery purchase
1
-
building relations.
Coupon alerts: When a peer sends a coupon Saved Coupons
The app lets the users save coupons which are generated by
retailer depending on the consumers buying behaviours and
interests. The retailer also generated coupons which the users
can share with their friends whom they think would use a par
ticular coupon there by making it a social activity and a way of
66
67. AM9:09BELL 100%
COUPONS
Account
Flat 40% off
Add to shopping list
Remove. I Don’t like
Save
Share
Flat 50% off
Add to shopping list
Remove. I Don’t like
Save
Share
59% off on December’s grocery purchase
Add to shopping list
Remove. I Don’t like
Save
Share
COUPONS
Account
Explore Coupons
Flat 40% off
Add to shopping list
Remove. I Don’t like
Save
Share
Flat 50% off
Coupon 2
Add to shopping list
Remove. I Don’t like
Save
Share
59% off on December’s grocery purchase
Add to shopping list
Remove. I Don’t like
Save
Share
AM9:09BELL 100%
CancelOk
Martha Maria John Kerry
Explore Coupons Share Coupons with peers
67
68. ACCOUNT SETTINGS:
Account
Your Warranty cards, payment cards,
shopping history & peers..all at one place.
sears
AM9:09BELL 100%
Your microwave owen product warranty
expires in 7 days
Renew Warranty
ACCOUNT
ent Cards History
2012
January February
April May
July August
October November
$210
$180
$221 $153
$260
Hide
Kerry has sent you a friend request
DeclineAccept
Remind me later
AM9:09BELL 100%
ACCOUNT
ent Cards History Peers
2012
January February March
April May June
July August September
October November December
$210 $153
$180
$221 $153
$260
2
shopping history.
Warranty expiry alerts & friend requests Shopping history
The app removes the hassle of swiping loyalty cards by letting
the consumers register their debit/credit cards as their loyalty
card, so, every time they use their payment cards with the
retailer their loyalty points are automatically credited to their
accounts. It also store important product data like warranty &
68
69. AM9:09BELL 100%
ACCOUNT
ent Cards History Peers
2012
January February March
April May June
July August September
October November December
$210 $153
$180
$221 $153
$260
18th Jan, 2012
27th Jan, 2012
08th Jan, 2012 $120
$60
$30
AM9:09BELL 100%
ACCOUNT
History Peers Product Data
Add Peers
You have 4 peers
Martha
Remove
John
Remove
Maria
Remove
Kerry
Remove
AM9:09BELL 100%
ACCOUNT
History Peers Product Data
Add Peers
Search
Martha John
Maria
Add
Add
Add
Add
Kerry
Peer management
69
70. AM9:09BELL 100%
ACCOUNT
History Payment Cards
Payment Cards
Product Da
You have registered 3 cards
Card 1
Card 2
Card 3
Add Cards
Settings
Settings
Settings
ACCOUNT
History Payment Cards Product Da
You have registered 3 cards
Card 1
Card 2
Card 3
Add Cards
Settings
Settings
Settings
AM9:09BELL 100%
Card 3 Settings
Enter Password here to make any changes
CancelDone
ACCOUNT SETTINGS:
Payment card integration facility to loyalty account
70
71. ACCOUNT
History Payment Cards Product Da
You have registered 3 cards
Card 1
Card 2
Card 3
Add Cards
Settings
Settings
Settings
Card 2
Card 3
Settings
Settings
AM9:09BELL 100%
Card 2
Card 3
Settings
Settings
Delete this card**** **** ***** **** 1234
03/2019 123
CancelDone
AM9:09BELL 100%
ACCOUNT
History Peers Product Data
Add Cards
**** **** ***** **** 1234
Set card came
Set Password
Re-enter Password
03/2019 123
71
72. DIGITALLY ENABLED SHOPPING CART
The main activities that the solution support is:
1 In-store navigation to help customers reach their products.
2 Making sure that the customer doesn’t miss any product that is on his list.
3 Cross sell & Up-sell
The digital screen fixed to the cart can be a perfect tool for the retailer to do
targeted advertising. The digital screen can also pull triggers which would help
in cross selling and upselling and at the same time let the consumer accomplish
his in-store goals and tasks. The digital screen works better than a mobile be
cause it is very task oriented and has a larger screen estate. And it is also tough
to use the mobile for the above mentioned in-store tasks and also push or pull
the use. The digital cart also solves these problems and makes the experience
seamless.
72
73. Welcome to the Sears Store.
This smart shopping assistant helps us serve you better.
Please enter you Customer ID or One-time password (OTP) to check-in:
Check In
-
Check-in Screen.
By checking in the consumer can load his shopping
lists prepared through his mobile device or the website.
Consumer can check-in through his customer ID or a
OTP. Customer ID is displayed on his mobile applica
tion home screen for reference.
SHOPPING CART TABLET SCREEN 1/3 73
74. SHOPPING CART TABLET SCREEN 2/3
Hello Martha. Welcome to the Sears Store.
This smart shopping assistant helps us serve you better.
Please select your shopping list from your account:
Monthly
Weekly
Birthday Party
ID : 678678678 Check Out
Select
Select
Select
-
Shopping lists Screen.
Once the customer checks in, he gets a personal
ised welcome message on the screen. He can browse
through shopping lists present on his account with the
retailer & choose the one which he wishes to use on
that trip to the store.
74
75. SHOPPING CART TABLET SCREEN 3/3
12
13
14
15
16
17
18
1920
21
22
11
YOU
Hello Martha. We have offers exclusively for you based on your shopping list
And, You have applied coupons to your current list
Congratulations ! You just received 40 points.
1
Grab Dismiss
DismissGet 5% on purchase of Colgate tooth paste
Buy 1 get 1 free on Surf Detergent Powder Dismiss
Cust ID : 678678678
Grab
Grab
Log Out
11. Lime
12. Spinach
13. Potato
14.Tomato
15. Beans
16. Cucumber
17. Shampoo
18. Soap
19. Detergent Soap
20. Detergent Powder
21. Toilet Paper
22. Shower gel
Fresh Produce
Toiletries
Canned food
Dairy
Cereals
Bread/Bakery
Beverages
Pet
2
1
1
6
4
-
Main activity Screen
Once the customer selects the list items on the list are
grouped as per their categories and their in-store po-
sitioning and projected on the store plan on the screen.
The position of the cart and the user is also shown rela-
tive to the product placement using wi-fi triangulation.
This helps the user in not missing items on the list and
also makes his shopping process quick. The cart also
displays the coupons or offers for that visit. Depending
on the location of the cart offers and ads are pushed to
the consumer. To ensure a fair & hassle free check out
in-store offers are directly synced with customers ac-
count & payment cards.
Items on list group as per categories
or in-store location
Personalised offers & targeted
ads board
Coupons & offers applied to shopping list at the
time of preparation
In-store maps showing products &
offers as peruser location
75
76. CONCLUSION
-
Through the project a model for enhancing customers
experience, and there by increasing engagement with the
brand has been developed. From the clients perspective,
since this is just the first stage of development there is
a significant way forward in scaling up the model across
various retail categories.
77. Bibliography 77
Questionnaire
Phil H. Goddard, Sean McLeary, “Five Dimen-
sions of User Experience, Balancing business
and user experience perspectives to create
successful e-commerce sites,” Human Factors
International
MorganJennings, “Theory and models for creat-
ing engaging and immersive e-commerce sites,”
Human Factors International
Jerome Nadel, “Digital User Experience Strate-
gies,” Human Factors International, Inc. March
2009
Herb Sorensen, “Inside the Mind of the Shop-
per: The Science of Retailing”
Dr. S. Ghosal, “Application of Cognitive Ergo-
nomics & Industrial Design in Interface Design
and Product Development”
Jakob Nielsen, “Usability Engineering”
“Redifining Experience: Transforming global
business through connected thinking,”
SapientNitro
Dr. Eric Schaffer, “Beyond Usability
Designing for Persuasion, Emotion, and Trust,”
Human Factors International, Inc. September 25,
2008
FENKO, Anna, SCHIFFERSTEIN, Hendrik N.J.
and HEKKERT, Paul “Which senses dominate at
different stages of product experience?,” Design
Research Society Conference 2008, Sheffield Hal-
lam University
BJ Fogg, “A Behavior Model for Persuasive
Design,” Persuasive Technology Lab, Stanford
University
“The Role of Digital In the Large Appliance
Shopper Path to Purchase,” Google/Compete
U.S., May, 2012
“Mobile In-Store Research: How in-store shop-
pers are using mobile devices,” Google, Shopper
Marketing Council, April 2012
“The New Multi-screen World:
Understanding Cross-platform Consumer
Behavior,” Google Survey, August, 2012
Amber Krishan, “Mobile Phone: A Persuasion
Channel?,” Human Factors International
Mihaly Csikszentmihalyi,, “Finding Flow: The
Psychology of Engagement with Everyday Life ”
“2013 Shopping Experience Study,” RIS Reatail
Info News Systems, Congnizant Retail practice
Digitalsignagetoday.com
Retailcustomerexperience.com
“25 Customer stories” http://www.salesforce-
marketingcloud.com/blog/category/social-media/
78. Appendix78
What are your Most Difficult Tasks to accomplish “in a groccery store?”
Please Mark them In Chronological Order of "Least difficult - Most Difficult"
How frequently have you faced a problem in finding (or) locating an item “in a store?”
Example : Searching in the aisles or sections for a specific item. Rate on a scale of 5.
How do you prepare shopping Lists?
What hinders your decision making while buying products/goods?
Example : I recently had a confusion deciding between a Canon 60D & Canon 7D camera. When do you experience such confusion?
How often do you shop for "Clothes/Apparel"?
Finding a Specific Product
Searching for Product Information
Comparing Products
Figuring out how to Use a
product after purchase
Bi-Weekly
Write on a paper On a PC/Laptop Mobile App SMS Drafts
Mental Lists (I don’t prepare lists. I Remember them)
Unplanned/RandomMonthly
Infrequent Very frequent
Special Occasions
When you feel your collection is outdated
When some one recommends
Other? Please mention below
Least Difficult More Difficult Difficult Most Difficult
1 2 3 4 5
Other? Please mention below
This is a Survey aimed at understanding Shopper needs & aspirations for creating better Shopping Experiences. All data collected
would purely be used for academic purposes.
Important : You can select multiple options for a question if you feel they are applicable.
Name: Location:
Gender:
Age:
How often do you shop for "Perishable Goods" (Fruits, Vegetables etc)
Where do you buy "Perishable Goods" (Fruits, Vegetables etc)
15-20
Local Convinience Store Supermarket Other Places? Please mention below
Male Female
21-30 31-40 41-50 51-60 61-80
Where do you buy " Non- Perishable Goods" (Rice, Oil, Ketchup etc)
How often do you shop for "Non-Perishable Goods" (Rice, Oil, Ketchup etc)
Local Convinience Store
Daily Weekly Bi-Weekly Monthly As on Demand
Supermarket Other Places? Please mention below
Daily Weekly Bi-Weekly Monthly As on Demand Other? Please mention below
Other? Please mention below
Shopper Survey
by Shashidhar Mangu
PG, Design for Retail Experience
Questionnaire
79. Please mention on what criteria would you decide to buy "Any Product of your Desire or Need"
Hint: Like John would buy a personal Computer for 3D rendering & HD Gaming
What is your Favorite Shop/Store/Mall & Why?
At some point, for once at least you would have enjoyed your product purchase experience in a store.
Can you explain what made the experience so Special.
Please make sure you have answered all or most of the Questions. I sincerely appreciate you for spending your valuable time. It
would be of great help in my academic research. Thanks a lot.
:)
What you think influences your buying decisions while shopping for “Electronic goods.”
What is that you think would help you make better decisions. Please Rate each of the parameters below on a scale of 9.
What are the different research tools you use before finalizing to buy an Electronic product.
What Kind of a Grocery Shopper you think you are?
Stock-Up Shopper [buy large amount of items at once] Fill-in shopper [buy when you sense the stock running out ]
Other? Please mention below
Other? Please mention below
Trip Shopper [to get a few items]
Peer Reviews
Promotions/Offers
Green Product Ratings
Clear Information about the abilities of a product.
Example: How a Canon 7D Camera is better than Canon 60D in terms of its technical abilities
Expert Reviews Online User Reviews
Specif Needs Not Bothered about Specific Needs
Peer Suggestions
On what criteria would you decide which "Personal Computer" to buy?
Hint : My friend John would buy one which would supports his needs, like "3D rendering Softwares & HD Gaming."
Least
Influential
Most
Influential
1 2 3 4 5 6 7 8 9 10
Its ok.
It Doesn’t really
matter
Least
Influential
Most
Influential
1 2 3 4 5 6 7 8 9 10
Its ok.
It Doesn’t really
matter
Least
Influential
Most
Influential
1 2 3 4 5 6 7 8 9 10
Its ok.
It Doesn’t really
matter
Least
Influential
Most
Influential
1 2 3 4 5 6 7 8 9 10
Its ok.
It Doesn’t really
matter