dreaming, exploring, locating: understanding the new customer journey
DESCRIPTION
From Simple to Splintered to Seamless: In this new technology-enabled world, how can brand marketers and retailers capture the imagination and retain the loyalty of their customers? FITCH believes Seamless Retail Experiences require a new approach. - See more at: http://www.fitch.com/think-article/dreaming-exploring-locating-understanding-the-new-customer-journey/#sthash.rQV6aDg4.dpufTRANSCRIPT
1DREAMINGEXPLORINGLOCATING
UNDERSTANDING THE NEW CUSTOMER JOURNEY
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SHOPPERMINDSTATES
ExperienceBrand
Experience Signatures™3
DreamingNo specific purchase intent
ExploringPurchase intent in the category
LocatingSpecific product or service
ExperiencingPost-purchase using product or service
Through proprietary research, FITCH has identified 4 universal ‘shopper mindstates’ (DELE) that characterise their behaviors.
Experience Signatures™ | Shopper Mindstates4
MINDSTATESDREAMINGBE INSPIREDLEARNINGHAVING FUN
I WANT TOGET FITTER
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MINDSTATESEXPLORINGBROWSE EASILYMORE INFORMATIONNARROW CHOICES
I WANT A PAIR OF TRAINERS FOR RUNNING
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MINDSTATESLOCATINGEASY TO FINDUSEFUL REMINDERSREASSURANCE
I WANT A PAIR OF NIKE FLYKNIT BLUE SIZE 8
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MINDSTATESEXPERIENCINGCARE AND ADVICEACTIVE COMMUNITYGETTING MOST OUT OF PURCHASE
I WANT TO GET THE MOST OUT OF MY RUNNING
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DreamingNo specific purchase intent
ExploringPurchase intent in the category
LocatingSpecific product or service
ExperiencingPost-purchaseUsing product or service
The retail imperative.These drive new the shopper journey and related success metrics.
Drives: Traffic Trial Transaction Satisfaction
Being inspiredLearning
Having fun
Browse easilyMore informationNarrow choices
Easy to findUseful reminders
Reassurance
Care and adviceActive communityGetting most out
of purchase
Experience Signatures™ | Shopper Mindstates9
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EXPERIENCESIGNATURESVIVID Homes China
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Love where you liveSeamless Retail experience - VIVID Homes by B&Q
We believe everyone can have better
lives through better homes. And VIVID
Homes has a better way to make that
happen.
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Experience Signatures™ | Vivid Homes30
Experience Signatures™ | Vivid HomesShopping process
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Experience Signatures™ | Vivid HomesSave and share ideas to online moodboard and forum
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Experience Signatures™ | Vivid HomesShanghai Store
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Experience Signatures™ | Vivid HomesVIVID Coaches
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Experience Signatures™ | Vivid HomesGet started
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Experience Signatures™ | Vivid HomesGet started
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Experience Signatures™ | Vivid HomesBrowse the Dreamhome apartment
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Experience Signatures™ | Vivid HomesCollect ideas with an interactive card
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Drag ideas from the mood board to see them instantly visualised in a typical 3D
apartment model with an approximate cost.
Experience Signatures™ | Vivid HomesSee your ideas with a cost estimate
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40Experience Signatures™ | Vivid HomesBuild your home layer by layer
Experience Signatures™ | Vivid HomesTry it on for size with a VIVID Coach
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When the plan is complete customers are given VIVID gold tickets to invite friends and family to ‘Premiere their home’ at an exclusive VIP screening. Here the customers get to experience their future home in an immersive projection ‘cube’ before it’s built.
Experience Signatures™ | Vivid HomesInvite friends and family to Premiere your home
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Experience Signatures™ | Vivid HomesPremiere your home in 4D before its built
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Experience new homes in 4D before they are builtSeeing is believing – maximise sales conversion for the complete scheme
Experience Signatures™ | Vivid HomesTrack builders progress with the Pocket Coach APP
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Seamless Retail™ | Experience SignaturesHow to use your new home with Home passport
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Seamless Retail™ | Experience SignaturesSave and manage with the VIVID project
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Experience Signatures™ | Vivid Homes
DREAMING EXPLORING LOCATING EXPERIENCING
P
H
D
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Experience Signatures™ | Vivid Homes
DREAMING EXPLORING LOCATING EXPERIENCING
P
H
D Save & share to online mood
board & forum
See ideas with a
cost estimate
4D simulation of home before its
built
Be your home expert
with a VIVID Coach
Track project & how
to use new home
Try it on for size with
a VIVID Coach
Spokesperson & home health
checks
Trusted products &
Fit out Crew
Collect ideas in the
Dreamhome
Customise choices
and fit home to you
Move in to new home
experience
Build home layer by layer
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Experience Signatures™ | Vivid Homes
DREAMING EXPLORING LOCATING EXPERIENCING
P
H
D Save & share to online mood
board & forum
See ideas with a
cost estimate
4D simulation of home before its
built
Be your home expert
with a VIVID Coach
Track project & how
to use new home
Try it on for size with
a VIVID Coach
Spokesperson & home health
checks
Trusted products &
Fit out Crew
Collect ideas in the
Dreamhome
Customise choices
and fit home to you
Move in to new home
experience
Build home layer by layer
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Experience Signatures™ | Vivid Homes
DREAMING EXPLORING LOCATING EXPERIENCING
P
H
D
TRAFFIC
Increase in:• Awareness and authority
• Connected online
and in store traffic
TRIAL
Increase in:• See your ideas trial
• Planning sessions
TRANSACTION
Increase in:• Coach sessions• Project sign ups and value
SATISFACTION
Increase in:• Customer satisfaction
• Staff survey and retention
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Experience Signatures™ | Vivid Homes51
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