Objectives ● Evaluate the effectiveness of the current sign placement ● Assess behaviour and attitude in-store pre and post banner sign ● Observe customer’s physical activity in-store pre banner sign

1. Exploring & Evaluating
Effectiveness of
Shop & Scan Signs
A qualitative research study

2. Agenda
Research Details Summary of Findings Action Items

3. 2 Objectives
1. Learn about customers’ attitudes toward the Shop & Scan (S&S) signs by
exploring the effectiveness of the signs and their in-store placements
2. Understand the role of the sign in the customer’s shopping journey by
evaluating how customers perceive the S&S signs
Research Details Summary of Findings Action Items

4. Method
Contextual interviews were held with
customers, questions focusing on:
● Grocery shopping habits
● Tech ability, app familiarity
● Placement of S&S signs
● Design of S&S signs
Process
The research study took place at Loblaws on
Queen/Portland with 12 customers (2 pilot; 10
accepted) by convenience sampling.
Customers were selected in order of convenient
appearance next to the S&S signs. To avoid
shopping disruption, customers had to be within
proximity to the signs being evaluated.
Research Details Summary of Findings Action Items

6. Summary of Findings

7. Customers are selectively attentive and
tend to ignore (ad-like) signs, unless it’s
closely related to their shopping goal.
● Customers have selective attention, i.e. grocery
shopping, taking care of their children in carts .
● Signs at the butcher counter, side rails, and
food aisles were noticed the least.
● Signs in carts were noticed the most.
“I didn't notice this banner, but when we got this
cart, [points to cart sign] we were like ouuu let's get
this (app)!”
Research Details Summary of Findings Action Items

8. Likelihood of effectiveness of signage in-store:
Research Details Summary of Findings Action Items
Most
Effective
Least
Effective butcher
counter (1)
side rails (2)
food aisles (4)
carts and
baskets
(many)
pillars in produce
& checkout (4)

9. Customers miss the signs when they’re
not in familiar places and doesn’t “pop”.
● Customers ignore signs because they think it’s
product-related and busy looking at items.
● Customers suggest that signs should stand out
by being more colourful by using vibrant and
bright colours. Current colours blend in with
products in the background.
“I look up to see which aisle I'm at because you guys
move things around a lot. I'm used to the big square
signs. With this, I'm thinking maybe this banner is for
this section of products.”
Research Details Summary of Findings Action Items

10. Customers are not familiar with the
product in the signs at first glance.
● Uncertainty around the product item because
it’s not a common and every day grocery item.
● Pictured item creates doubt that the S&S
feature is limiting, especially for produce
products, but willing to try because it’s free.
“Himalayan sea salt that’s black and not pink, which
is not what I’m used to…”
“Is that a shoe polish? Sea salt? A Dip? Not sure.”
.
Research Details Summary of Findings Action Items

11. Most customers understand the purpose and functionalities of the S&S feature, but
questions if all products are scannable.
● Most customers understand how the S&S feature works and assumes they’re able to pay in the app.
● Out of the customers that understand the S&S feature, some aren’t entirely making sense of what
happens when they’re at the end of their shopping journey - What happens after I scan all my items?
● Customers think produce can’t be scanned, or the process to scan produce is not easy.
“... it looks like anything with a barcode. Produce and stuff that would need to get weighed - it doesn’t look
like it would be able to handle that stuff.”
“... no no no wait, those are annoying to scan. You can’t scan them.”
Research Details Summary of Findings Action Items

12. There are no major deterrents for
downloading the Loblaws app.
Customers would still try the S&S
feature.
● Customers love to save.
● Customers love earning points, especially
because of PC Optimum.
● The Loblaw app is FREE.
Research Details Summary of Findings Action Items

13. Action Items

14. Research Details Summary of Findings Action Items
Explain what the customer’s end goal is with the S&S feature - checking out
with one bar code - so they can understand its benefit in how it saves them
time at the end of their grocery shopping journey.
● Focus the message content that their grocery shopping can be efficient by scanning one bar
code (with some items as exceptions, i.e. gift cards that need to be activated).
● Customers think that they would scan items, pay for everything in-app, and walk out. They
question whether if anyone will check their items and how theft will be controlled by Loblaws.

15. Research Details Summary of Findings Action Items
Replace current product in S&S signs
with a colourful produce item, so that
customers understand that produce can
be scanned.
● Customers think that produce items can’t be
scanned and/or the scanning process is
perceived as ‘annoying’.
● Most customers prioritize produce in their
grocery shopping journey because:
○ Produce items make up majority of
their consumption
○ They desire fresh produce before
they’re gone from shelves

16. Research Details Summary of Findings Action Items
Continue to add S&S signs to carts and
pillars in produce, since customers take
more notice at these placements.
Additionally, inform customers about the
S&S feature using other means.
● To effectively inform customers about the S&S
feature, catch the customer’s attention when
they’re less distracted.
● In-store employees, particularly Cashiers can
verbally inform customers about the Loblaw app
and S&S.
● Feature S&S in flyers for traditional shoppers.