Helping Home Depot Optimize THE SHOPPER EXPERIENCE

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Merry Carter
6 years ago
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1 Helping Home Depot Optimize THE SHOPPER EXPERIENCE

2 IMPORTANCE OF THE SHOPPING EXPERIENCE Page 2

3 SUPPORT A CULTURE FOCUSED ON THE CUSTOMER Home Depot Inverted Pyramid CUSTOMER FRONT-LINE ASSOCIATES FIELD SUPPORT CORPORATE SUPPORT CEO Page 3

4 THE COMPLEXITY OF TODAY S SHOPPER EXPERIENCE Today s shopping experience is more complex than ever before. How do I find what I want? Should I shop online or instore? Which products will solve my problem? Can I find this for a lower cost? How can I make this trip more enjoyable? How can I get this done quickly? Page 4

5 RESEARCH TOOLKIT A blend of emerging tools and traditional methodologies can be used to understand and optimize the shopping experience. IN-STORE EYE-TRACKING QUALITATIVE SHOP-ALONGS EXIT SURVEYS EMPLOYEE INTERVIEWS ONLINE SURVEYS Page 5

6 RESEARCH TOOLKIT Each of the tools provides different perspectives: IN-STORE EYE-TRACKING QUALITATIVE SHOP-ALONGS EXIT SURVEYS EMPLOYEE INTERVIEWS ONLINE SURVEYS Visual & Navigation Behavior Reasons for Behavior Experience Metrics Operational Issues & Internal Perspective New Concept Screening Page 6

7 IN-STORE EYE-TRACKING IN-STORE EYE-TRACKING Specialized eyewear can capture visual behavioral data throughout the shopping experience. Page 7

8 IN-STORE EYE-TRACKING Which in-store items are being noticed Degree of capturing shopper attention Page 8

9 IN-STORE EYE-TRACKING A range of shopper measures can be captured, including: AOI Counts AOI Time Heat Map First Fixation Interaction Interaction Time Count of shoppers seeing an Area of Interest Amount of time that the Area of Interest is viewed Visual representation of intensity of viewing the Area of Interest Count of shoppers that look at an Area of Interest first Count of shoppers that touch or hold a product Amount of time that shoppers touch or hold a product Page 9

10 PATH TRACKING ANALYSIS Path tracking analysis can be used to understand shopper navigation patterns throughout the store. Page 10

11 EMOTIONAL ENGAGEMENT EMOTIONAL ENGAGEMENT Eye-tracking can be supplemented with measures of emotional engagement, via pupil dilation and voice pitch analysis. Page Page 11 11

12 QUALITATIVE SHOP-ALONGS Qualitative shop-alongs can explain WHY certain store experiences are working or not working. Immersive video reels used to help senior stakeholders understand the shopper and their needs. Page 12

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14 EXIT SURVEYS Exit surveys capture important indicators of the shopper experience: Shopper satisfaction. Basket size. Can be combined with eye-tracking data to understand: Which elements are noticed. Which elements are having an impact. Page 14

15 EMPLOYEE INTERVIEWS Employees have frontline knowledge of the shopper experience: Which in-store elements affect the shopping experience. How shoppers are navigating. When shoppers need help in the shopping process. Page 15

16 ONLINE SURVEYS Online surveys can test new in-store elements before investing resources to develop them. Webcam-based eye-tracking can measure the potential for noticeability and attention. Page 16

Xxx and xxx are the most noticeable, but shoppers look longer at the xxx on average.

17 Example Of Scorecard Results 4% 1% 1% 1% 1% 4% NOTICEABILITY (BASED ON EYE- TRACKING) 57% p 3% 9% 6% 6% IMPACT ON EXPERIENCE (MUCH/SOMEWHAT BETTER) 15% q 6% 1% 2% 1% 3% 1% 5% VERDICT: IMPROVE 7% 9% SHOPPER THEMES THOUGHTS MOVING FORWARD Xxx are highly visible, but recall is limited (xx%). Xxx and xxx are the most noticeable, but shoppers look longer at the xxx on average. May be a missed opportunity for shopper interaction shoppers feel these need more xxx. Highlight the xxx with xxx to draw shopper attention. Make xxx more prominent and integrate it into the xxx. Incorporate more xxx components (e.g., xxx, xxx or xxx). Page 17

18 LEARNINGS ON OPTIMIZING STORE EXPERIENCE 1. Optimizing the shopper experience is critical for maximizing revenue and retail efficiency. 2. The in-store shopping experience is complex multiple perspectives are needed to understand. 3. A hybrid of using emerging and traditional approaches maximizes learning. 4. Changes to in-store elements should be thoroughly tested before roll-out to ensure success. Page 18

19 THANK YOU ANY QUESTIONS?

FLOWER POWER! THE INFLUENCE OF MOOD ELEVATION ON SHOPPING

FLOWER POWER! THE INFLUENCE OF MOOD ELEVATION ON SHOPPING Elissa Moses CEO, Ipsos Neuro & Behavior Science Center 1 Behavioral Economics and Neurometric Study Shopper Mood In-Store Objectives 1. Can a