Understanding The Shopper Journey

Understanding The Shopper Journey

• 1.
  The importance of understandingthe shopper journey
• 2.
  How do youtruly understand? •Walk their steps •How long do they spend in each area? •How much interaction do they have with staff? •Specific to your business and your stores NOT just industry guidelines
• 3.
  Bravissimo’s shopper journey •Largelydestination shoppers •Many tend to whisk straight through the shopfloor to the waiting room/fitting room •Can at times spend more than 20 mins waiting •Can spend 40+ mins in a fitting with a consultant •Many then go straight to the till then exit
• 4.
  Hotel Chocolat’s shopperjourney •Largely impulse shoppers •The window or shop interior catches their eye so they wander in to browse •They don’t walk a ‘planned path’ but respond to the environment and products •They typically don’t interact with staff for long if at all
• 5.
  Key observations Bravissimo Hotel Chocolat •Shoppers spend a lot •Shoppers are eager to of time in the waiting trial room or fitting rooms •They don’t spend •Many much time in store customers spent very •Often with little little or no time at all on interaction the shop floor
• 6.
  Research = understand •Canbe great at getting to the nitty gritty if there is something not working/you want to know more about •Very useful in giving you the ‘feeling’ side •Can be designed to give the perfect quantitative and qualitative mix •Will show you whether comments/complaints are representative
• 7.
  Research Example As partof some pre and post rebrand research our agency held several focus groups to explore in more detail some of the themes our quantitative surveys had shown. The following slide is what one lady told us about how anxious she felt before coming into our store for the first time. It was a sentiment felt by many of the customers and non-customers present at the focus groups. Previous experiences at other retailers had left their confidence so shattered that they dreaded underwear shopping and expected it to end in tears. Bravissimo already knew that prospective customers tended to have a lower self esteem than existing customers but this really showed just how anxious they could be and gave a starting ‘state of mind’. I knew that the fitting experience at Bravissimo had a great track record – if we can get people to the fitting rooms the staff do an excellent job to conveying information and boosting confidence. But what about customers that haven’t yet had a fitting?
• 8.
  I walked aroundthe mall for about 20 minutes, I wandered in and out of several stores and stopped at the café for a coffee but in the end I couldn’t put it off any longer… Focus Group Member
• 9.
  Research = understand •Understandingyour customers emotions plays an important part in knowing what ‘starting point’ your customers are coming from •This helps you to make informed decisions about how you position your communications.
• 10.
  Summary •Understand YOUR shoppersjourney •Research what is unknown •Create zones •Plan how you will capitalise on this –Store Design? –Communication?