experience strategy in consumer electronics retail
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
What Does “Experience” Really Mean in Consumer Electronics?
Dan Seymour, Director, NA Shopper Marketing, Dell Inc.
John Kalvin, Consumer Channel Marketing Manager, NA Consumer Sales & Marketing, Intel Corp.
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
Dell - Restricted - Confidential
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
Experience. Is it a Viable Strategy?
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EXPERIENCE
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
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Consumer Electronics are Confusing.
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
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In Retail, there is Always an Experience.
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
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Online.
At home.
In store.
On-the-go.
We Study Shoppers.
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
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*Need image that expresses High-Level Message. Data will be
articulated in speaking points.
Shopper Attention: Short Supply. High Demand.
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
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*Need image that expresses High-Level Message. Data will be
articulated in speaking points.
4.7 Seconds
4.7 Seconds
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
45%
20%
10%
10%
5%
10%
Fact Tag
Demo
Callouts
Display Stand
Category Signs
All Others
Six Primary Assets Share Shopper Attention
Source: IMR
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6 Imperatives for Building Experience
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
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6 Imperatives for Building Experience
1.Connect Online & In-store Shopping Experiences
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
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6 Imperatives for Building Experience
1.Connect Online & In-store Shopping Experiences
2.Organize & Identify the Products
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
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6 Imperatives for Building Experience
1.Connect Online & In-store Shopping Experiences
2.Organize & Identify the Products
3.Prioritize the Shopper Information at 2’ Experience
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
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6 Imperatives for Building Experience
1.Connect Online & In-store Shopping Experiences
2.Organize & Identify the Products
3.Prioritize the Shopper Information at 2’ Experience
4.Highlight What’s New & Different
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
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6 Imperatives for Building Experience
1.Connect Online & In-store Shopping Experiences
2.Organize & Identify the Products
3.Prioritize the Shopper Information at 2’ Experience
4.Highlight What’s New & Different
5.Provide Expert Advice
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
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6 Imperatives for Building Experience
1.Connect Online & In-store Shopping Experiences
2.Organize & Identify the Products
3.Prioritize the Shopper Information at 2’ Experience
4.Highlight What’s New & Different
5.Provide Expert Advice
6.Enable the Shopper to Experience the Product
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
50% Want more hands-on Experience
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
Whatever the product, Shoppers are buying Experience.
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Retail Stores Need to be the Home of Experience. Again.
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
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Measuring the Win
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Optimizing “Experience”
for Consumer Electronics Shoppers
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
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Renewed Shopper Focus Builds New Relationships
“Had much to learn” 55% Experience was lacking 40%
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
Dell - Restricted - Confidential
Dell Shopper Marketing Retail Evolution – from Trade to Shopper Marketing
Intro to Dell SM - Dan’s vision –
Intro to Dell SM capabilites
What was the catalyst?
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
New Relationships Create New Roles
We are the Shoppers’ Advocate.
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Optimizing Experience
LAPTOP
Toothpaste
DESKTOP
49
40
22
OPEN TO BRAND AT BEGINNING:
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Optimizing Experience
RESEARCH BEFORE PURCHASE:
76 82
16 LAPTOP
Toothpaste
DESKTOP
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
Dell - Restricted - Confidential
Visit Website 84% Visit
Store 80%
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
67% 84%
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
53% 47%
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
.com 53% 48%
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
Dell - Restricted - Confidential
Shoppers Define Experience.
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
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We Measured 120 Needs Comprising Shoppers’ Experience in Consumer Electronics
Fielded:
Sample size:
Respondent criteria:
Visit distribution:
2014
n=1,000
Past month purchasers of key Dell categories Next three month intenders of key Dell categories
47% Store
43% E-com
10% Info Site
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
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Purchase
Awareness &
Inspiration
Education &
Empowerment
Favorable
Process &
Policies
Convenient
Shortcuts
Details &
Validation
Intuitive
Organization
& Navigation
2 Types of Shopper Needs Aspects of Retailer performance & requirements to increase trips & improve conversion.
Core Needs
Trip Needs
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Core Needs
• Present on every trip, regardless of the shopper’s purpose.
• Under-delivery of a core need is a barrier to trial and repeat.
Intuitive
Organization
& Navigation
Awareness &
Inspiration
Education &
Empowerment
Favorable
Process &
Policies
Convenient
Shortcuts
Details &
Validation
Purchase
“Cost of Entry” to be in consideration set for purchase
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
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Education &
Empowerment
Awareness &
Inspiration
Favorable
Process &
Policies
Convenient
Shortcuts
Details &
Validation
Intuitive
Organization
& Navigation
Purchase Trip Needs
• Stores & websites compete to address & guide shoppers
• Distinct to different trips & shoppers
The basis for differentiation & Optimizing Experience In Consumer Electronics
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Store-in-Store Program
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Shopper Loyalty
Reputation as Authority
Compelling Assortment
Intelligent, Experienced Associates
+
Why Micro Center?
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Awareness
& Inspiration
Education &
Empowerment
Favorable
Process
& Policies
Convenient
Shortcuts
Details &
Validation
Intuitive
Organization &
Navigation
Purchase
20% of all trips
• Immersive Experience
• Latest CE products in stock
• Ensure this device is right for me
• Knowledgeable & helpful associates
• Experience devices as in real life
Trip Needs Segment Opportunity: Awareness & Inspiration
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
Experience
Contributes to
Excitement of
Getting New Device
Only
17% v. Avg.
20%
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Offer a
Completely
Immersive
Experience
15% v. Avg.
15%
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Carries the
latest Devices
47%
v. Avg.
39%
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
Devices
displayed
In an attractive
manner
30%
v. Avg.
30%
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Knowledgeable about Devices
30% v. Avg.
22%
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Experience the Devices as they would in Real World
23% v. Avg.
18%
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OPTIMIZE EXPERIENCE
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
THE VIABLE STRATEGY FOR RETAIL’S FUTURE
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
OPTIMIZE EXPERIENCE
THE VIABLE STRATEGY FOR RETAIL’S FUTURE
A SPECTRUM FOR DIFFERENTIATION
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SHOPPER EXPERIENCE IN CONSUMER ELECTRONICS
OPTIMIZE EXPERIENCE
THE VIABLE STRATEGY FOR RETAIL’S FUTURE
A SPECTRUM FOR DIFFERENTIATION
FOCUS ON SHOPPER NEEDS: CORE & TRIP NEEDS
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Thank you.
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