RETAIL EXPERIENCE & LOYALTY A Project By Ashleigh Bernstein, Laura Oliver Gabriella Ryan, Sarah Short and Chloe Trimmer.
Fashion Promotion & Context.
A report and marketing proposal, set to increase sales and customer loyalty through an integrated smartphone scheme.
Ashleigh Bernstein Laura Oliver Gabriella Ryan Sarah Short Chloe Trimmer
Word Count: 5241
Retail Experience and Loyalty - Liberty London. Promotion and Context. FASH20032
6 Retail Futures - Internet Era
7 Phigital Rising - Future Laboratory 8 Consumer Insight - Primary Research 9 Consumer Profile - Who Is She? 10 The Big Idea - Relationships 11 The Big Idea - Relationships 12 The Concept - Personalisation 13 Before - Download Process 14 Before - App Mock Ups
15 Before - How it Works 16 During - In-Store Experience 17 During - In-Store Experience 18 After - Maintaining Relationship - App Stylistics 19
4 “Loyalty and the long term success of a brand is based, not on the number of consumers who purchase it only once, but on the number who become repeat purchasers”. (Jacoby & Chestnut, 1978.)
The relationship between a brand and the consumer is extremely important to ensure that the consumer remains loyal and faithful. According to Rice (1993) customers are not only purchasing a product but are consuming the entire brand experience. Liberty is notoriously known for its outstanding customer service and loyal consumers who return to the store, not only for the products, but also for the devoted and compassionate staff (Steuber, 2013). Established 139 years ago, Liberty has provided everything its consumer could possibly desire, from clothes to furniture. However, according to the recent Liberty of London documentary (2013), in the past few years the store has struggled to remain cutting edge, facing the challenge of preserving the brand’s heritage whilst attracting new customers. In this report we will examine the close relationship Liberty values with its consumers and how the brand could be improved, in order to increase loyalty and enhance the customer experience.
Fig. 1 Google NOW Personal Assistant 2014. Fig. 2 Nordstrom Mobile POS. 2012.
Fig. 3 Novembre Magazine 2014.
Technology is forever changing the traditional ways in which we did things, and society has become reasonably dependent upon it to improve our every day experiences (Teich, 2013). Considering this, we will focus on the use of new technologies in order to push sales and bring the store back to the forefront of retail. In particular we will suggest a proposal for a Liberty’s smartphone service, integrating a new loyalty scheme. This proposal will engage the consumer creating an exciting shopping experience not only inside the store, but long after the customer has left, whilst also maintaining the traditional values of the brand.
Text Gabriella Ryan
Fig. 4 Internet Art. Art Space, 2014. Fig. 5 Liberty London Store Front
Fig. 6 Project Tango Google ATAP. 2014. Fig. 7 Topshop. Virtual Reality Catwalk. 2013.
RETAIL FUTURE 8
Secondary Research The retail landscape has considerably changed over the last 10 years. Internet has enabled access to multiple resources; therefore, consumers are informed about products before they enter the store. A recent Samsung case study illustrated that 75% of people research online prior to entering the store and purchasing items. Despite significant changes in the retail landscape, the transformation will only continue apace. We are so accustomed to e-commerce and new technology. Is there still a need for a physical store?
Aside from various key players, such as Burberry, luxury retailers are lacking the ability to create a digital in store experience. Due to uncertainty on the high street and an increasing plethora of new technologies the idea of merging the physical with digital seems a no brainer, pushing retail into a new era. Throughout industries, sectors are merging together, for example the internet and art, fashion and technology. Observing Nike as a case study, the company is now as much of a tech brand as it is a trainer brand. Previously, technology has predominantly been used to showcase fashion in store or on the catwalk, but this is changing. In July 2013, Mashable announced that Apple hired Paul Deneve, CEO of Yves Saint Laurent, to assist on special projects. Stakeholders from separate fields are collaborating in order to create deeper insights as to how they can help consumers live more efficiently. “Consumers today seek reciprocal relationships with partners who ‘get’ them, who are into the same things, who speak their language, who want similar outcomes in life, and who are willing to be invested in a relationship. Retailers and brands should seek meaningful encounters, rather than just cold, one-time transactions.” (Dee Warmath, Retailing Expert.) Text Laura Oliver
Fig. 8 American Apparel Augmented Reality. 2012.
Fig. 13 LSN Global Trend Briefing SS14
Fig. 9 Guardian Coffee Boxpark. 2014.
Fig. 14 LSN Global Trend Briefing SS14
Fig. 10 NIKE New York City. 2014
Fig. 15 Burberry World Taipei. 2012.
Fig. 11 Guardian Coffee Boxpark. 2014.
Fig. 16 Estimote i-Beacon 2013.
Fig, 12 RFID Clothing Tag 2008.
The future of successful retail lies in providing “customer assistance on more platforms to create more staff touch points and enable interactions to happen on the shoppers terms” (PSFK). Retailers must take advantage of existing data technologies and customer service to anticipate the shopper’s next move and connect them with real people. The Guardian has recently launched ‘#GuardianCoffee’, a pop-up coffee shop in the heart of East London’s technology community. The café welcomes people to drink whilst debating the UK tech sector. Additionally, working in partnership with EE, the café is another example of retail, media and technology merging. This enhances the shopping experience, leaving the consumer not only with products, but also a valuable retail interaction.
“Shoppers don’t want their dressing room experiences ‘disrupted’ by technology. They want their time to be enhanced.” Jeremy Bergstein, The Science Project.
Phigital Rising According to the Future Laboratory, consumers are restricted for time yet they are demanding more from their retail experience than ever before. (LSN Global Trend Briefing 2014)
A final key trend within retail futures is augmented reality (AR). This is the juxtaposition between real-world physical products and augmented computer generated graphics or sound. American Apparel stores are using AR to mimic the feel of online shopping, providing online reviews, colour ways and information to lure consumers to a brick-and-mortar store with the web like convenience.
Multi layered data systems such as Estimote iBeacons are designed to pinpoint the location of smartphones and send relevant data to apps on the device. Additionally, RFID chips (Radio Frequency Identification) in clothing tags take the digital aesthetic we are accustomed to and assimilate it into in-store routine. The lines between online and offline worlds subsequently blurred. There is an increasing demand for stores working as a destination, a place to relax or socialize, as opposed to a place only to purchase. The flagship Samsung store in Singapore focuses on experiential retail. Customers’ movements are digitalized and projected across the rooms, whilst the in-house coffee shop is operated with the use of a smartphone app.
Clever Data A detailed vision of the future of retail is currently being demonstrated by Cisco as part of its ‘Internet of Everything’ global rebranding. The retail implementation will allow Wi-Fi to connect to consumers’ smartphones in store. On subsequent visits, the store will connect with the phone, offering information about their favourite items and where they are located in store. Cisco’s retail scheme is still at pilot stage however, the aim is to provide retailers with a greater level of insight into their customers.
“In 15 years it will be impossible to buy a product that isn’t connected to the Internet” (Pervasive World – LSN Global Trend Briefing 2014)
Fig. 17 Karl Lagerfeld Regents Street. 2014
In order to gain an insight into general shopping habits and consumer loyalty, we conducted a range of research. Firstly, we conducted a loyalty questionnaire, which was targeted to a broad range of consumers at luxury and high street level, young and old. At this stage of the project it was important to gather general information that would act as a catalyst to further niche investigation. The results of the questionnaire revealed that most respondents felt that high standards of customer service and relationships made them return. 62% of people claimed they would use a loyalty app personalised to them (2014, Appendix: A1, p38). To further focus our primary research we conducted one to one semi-structured interviews with a range of participants aged 30 50. As Liberty is a high-end heritage store, they naturally attract a consumer who is slightly older. Typically, these consumers fall into ‘Generation X’ and ‘Generation Jones’ as they have long outgrown their teenage years and have money to spend. We also identified ‘Generation Y’ as a tertiary sector consumer however; we felt our loyalty increases as the consumer ages. We chose to centre our research primarly around ‘Generation X’ due to their ability to adapt to new and developing technologies and change. The interviews took place over several trips to retail spaces similar to Liberty, including Flannels, John Lewis, Fenwicks and Molton Brown. We asked several consumers about their habits regarding loyalty schemes within stores, their general shopping habits, as well as questioning them about their feelings towards
Text Sarah Short
new in-store technology. The most integral aspect discovered whilst interviewing these consumers regarded their shopping experience, specifically their relationships with employees and customer service. “It’s not so much that the product is better than anywhere else, but we have become friendly with the staff that work there and if there’s ever a problem we will be looked after quickly, efficiently and with good value for money and that always makes us go back”. (Palmer, 2014, Appendix: A2:2, p41). “The idea of feeling comfortable within a retail space appeared to encourage consumers to feel loyal towards particular brands. I often see the same assistants there, which I like. I also feel at home when people recognize you but it’s enjoyable to shop in an environment where you’re appreciated and recognized”. (Roper, 2014, Appendix: A2:2, p42) We also conducted ethnographic research in the stores previously mentioned. This research included monitoring shoppers instore routine, queue times and staff interaction. Observational research (A3: p52) enabled us to capture consumers in a natural environment, which allowed us to understand habits, ideas, and desires of the target consumer (Forsmarsh Group, 2013). Whilst we appreciate that consent was not given, we were able to represent a true representation of the consumers’ behaviour and therefore this research was not intrusive or artificial.
THE BIG IDEA
Consumer Profile The Big Idea: Relationships
Retail / Smartphone Concept Intergrated Marketing Scheme
Kim Watkinson 42
9 Fig. 18 Dishoom Shoreditch
Fig. 19 Liberty Window London Fashion Week 2013. Fig. 20 Chelsea London
Who Is She? The target consumer for our app is from Generation X. They were born between the mid-1960s and the mid-1980s and are now between 30-45 years old. We feel that they are the correct consumer because Generation X are aware of current technology and they are eager to explore and learn. According to Thielfoldt & Scheef (2004), Generation X has also redefined loyalty. They entered the workplace in the early 1980’s, when there was a global economic recession meaning that they are committed to their work, their boss and they are a team player. Whilst Liberty have both a male and female consumer loyalty, we have chosen to target females. This is due to the friend-like tone of the app and minimal aesthetic which we feel a female is more likely to resonate with. The consumers we are targeting are likely to work in London, they are self reliant and individual. Their job involves multi-tasking and they are possibly a manger or coordinator of a company. They have a family and despite working there, chose to live outside London in a suburban setting, where they can escape from city life where everything is focused on success. Consumer Profile (see page 24) Kim Watkinson
What are your gadgets you use regularly? I love my kindle; I read it every night before bed and also every Sunday morning during breakfast! How do you unwind? I love walks in the countryside with Nelson (my new beautiful puppy) and my husband. I also adore yoga and most recently I have started to meditate. What are your favourite stores? In London I love going to Harrods and Liberty but I’m a big fan of Marc Cain, which is German fashion line. For food I go to Sainsbury’s and occasionally on Saturdays if I have the hole day free I enjoy going to Chelsea farmers market. Your house is on fire, what would be the first thing you take with you? My gorgeous children, my husband and my puppy Favourite cuisine? Indian, my favoruite restaurant is ‘Dishoom’ in Shoreditch. The food and atmosphere is just amazing. What are your typical components in your make up bag that you take with you everywhere? Georgio Armani face fabric is my favourite foundation, my Chanel mirror, Tom Ford Black Orchid perfume and off course a comb! Favourite book? A thousand Splendid Sons by Khaled Hosseini Text Chloe Trimmer
10 Fig. 21 Reporter App 2014. Fig. 22 Primary Research John Lewis Infographic 2014.
THE BIG IDEA
Fig. 23 This Is STORY New York City. 2014.
CONSUMER JOURNEY IN JOHN LEWIS 6 seconds
The legacy of Liberty revolves around its iconic fusion of fashion and quality. Liberty is renowned for creating lasting memories with customer relationships that go above and beyond. After considering key points of the client brief such as; new technologies, retail futures and Liberty’s unique customer relations we have developed an idea of a loyalty app and marketing scheme. We are a society that is mass saturated with information whenever and wherever we are. Today’s consumer is more connected; more empowered and has access too more content. As the power shifts to what the consumer desires, retailers and brands such as Liberty must offer consumers something more than what they have become accustomed to. Experience and interaction with consumers is integral. Fig 24 shows the Whitepaper’s Infographic map (2014) it suggests a new route that retailers should aim to achieve. Forming a relationship is therefore vital as apposed to just a consumer purchase. Currently, relationships and emotions are being quantified with the help of many early adopting applications. As an example, ‘Reporter’ is a custom built app created to understand important aspects of the consumer’s life. With randomly timed daily surveys combined with pre-existing phone information such as location and weather, the application begins to illuminate aspects of life which otherwise go unnoticed or unmeasured. In a similar vein, Google NOW is a ‘personal assistant’ that cross-references current location with past behaviour. The app, which is available on android and iOS helps you manage your day, dress for the weather and avoid traffic, among other things. “The smart phone; an ubiquitous technology in much of western world – provides a two-way gateway to the virtual world. We draw information from that world and we contribute data. The more information we tell our phones, the better they understand us” Cisco Internet of Everything, The Connected Self. The key concept regarding our loyalty app is the notion that relationships lead to transactions. Communication and loyalty is at the heart of Liberty’s brand ethos. Our app aims to evolve the path to purchase, to give shoppers more accessibility crossing the physical store and digital platforms whenever and however they want. Text Laura Oliver
“As competition thickens, it takes more than price, convenience, or selection to earn sales. In the future of retail, it takes a fully integrated experience to keep and sustain consumer attention.” Alfredo Muccino, Liquid Agency.
11 Fig. 24 Whitepaoer Path to Purchase Infographic
Fig. 25 Locker Project 2014.
The Concept Whilst considering the concept for our app, we realised that two factors were fundamental to the shopping experience at Liberty. To increase the success of our app we needed to fuse together relationships and personalisation. Blythe (2013) states that relationship marketing and direct marketing have become closely related. We established that it is important for the app to apply both elements because ‘business is not about profit’s, it’s about people’. This was evident in our own primary reseach to consumers alike ‘consider that each customer is different.’ (Kong, 2014, Appendix: A2, p44) Our proposal is to create an app that will engage Liberty’s loyalty members, increasing satisfaction and sales. The app will benefit their customer before, during, and after purchase. Liberty’s excel in understanding their customer and are experts at providing an experience that is personal. We have applied the attributes that make Liberty outstanding, to the app. They must relay the personal experience to a technological platform. The brand’s key successes need to be understood on a digital level and ‘to continue delivering value to consumers in the digital era, they will have to rethink their business models and transform their operations’. (Niemeier, Zocchi & Catena, 2013).
Text Chloe Trimmer
Fig. 26 Social Social WGSN 2014.
Fig. 27 Novembre Magazine 2014. Fig. 28 Push Notification App Mock-Up
As retail stores are using increased levels of technology it is important not to forget that “we need targeted reach, personalisation across devices, understanding who people are” (Clark, 2014).
Wired magazine recently released an article suggesting that marketers need to fulfil people’s needs over anything else. We are the start of a ‘renaissance’ in retail marketing because of technology and the ‘big data’ that brands can get access to (Clark, 2014). However, the brand must get to the heart of the consumer, they must understand them on personal level that does not just make them feel like another shopper in a crowd of many. This app cannot use generalised offers, emails, or discounts. Consumers must be known and targeted individually and exclusively.
Research found that 30% of those interviewed find smartphone apps challenging to use, whilst 70% of the respondents said an app format would be beneficial to them. (2014, Appendix: A1, p38) We feel there is a gap in the market and a chance to meet with the “level with the needs, wants and lifestyle of each individual consumer” (Muccino & Buchholtz, 2014) on another platform. Blythe (2013) states that ‘extra nice service is really not enough’ the personal experience must go beyond realms of the store into their daily lives.
The consumer could become overwhelmed and misunderstood through the increased use of digital technology. However if they ‘go beyond simply merging physical and digital platform[s]’ (Muccino & Buchholtz, 2014) in store it could create a sense of security and value for the consumer thus increasing loyalty. McKinsey’s updated Loyalty Loop ensures potential success for this strategy as it: 1. Creates awareness of product on another platform 2. Allows them time and ability to consider purchases 3. Provides a section to collate favourite products so to evaluate the product 4. Encourages them to come instore and potential buy 5. The essence of the app is to encourage bonding with the brand and virtual personal shopper 6. They can advocate the brand or products through spreading their positive experience with others and they are now likely to come back again (Hughes, 2014).
The app aims to benefit and thank the loyal consumer base. Whilst building a relationship on a personal level is the primary purpose, sales will be a natural result. “Loyal customers spend 33% more than new customers”. (Muccino & Buchholtz, 2014).
Text Chloe Trimmer
To execute this personalisation, the app approaches the consumer with the same tone of voice and practice as a friend might. In the Channel 4 series a supervisor says that he aims to ‘treat everyone like his friend’ (Liberty of London, 2013). The customer should not feel as though the app is intrusive but should feel they are benefitting from obtaining this app. There are four ways in which Blythe (2013) states you can increase loyalty, one of which is to ‘use physical evidence that has an intrinsic value of its own, e.g. a free gift’. The customer will gain loyalty points, be invited to exclusive events that interest them, provided offers, and free gifts. The app is there to maintain and extend the relationship beyond the store’s physical sphere of influence.
BEFORE DURING & AFTER
BD&A How It Works
Before During & After
The App Execution
How Does it Work? Why Will it Benefit me?
13 Fig. 29 Phone Screen Novembre 2013.
Fig. 31 Welcome Screen App Mock Up
Fig. 30 Load Screen Liberty App Mock Up
Once downloading the app and entering your loyalty card number, consumers will be requested to fill in a short form. (Fig 31) Questions will include personal weekly schedules and preferred brands, which will evidently filter the app to each person’s needs and desires. This will result in each individual’s app appearing different to the next, which therefore illustrates that tailored and personal shopping experience we hope to provide. Additionally, the concept of forming a relationship with Liberty and their staff is an integral aspect of the app. A survey conducted in 2013 based on the purchase of luxury goods, stated that 81% of customers would be willing to pay more in order to receive superior customer service. (Clarke, 2012). The exceptional customer service we hope to provide would also be supported by consumers being given the opportunity to select their preferred sales assistant working at Liberty. Liberty forming a relationship with their consumers is an integral component for customer loyalty and in particular most beneficial for the stores revenue. “A fundamental tenet of customer loyalty movement is the belief that most customers actually want a relationship’’. (Wallard, 2005, p85). Additionally, the app would consist of a calendar whereby the consumer would be able to mark special dates and events taking place. The personal shopper working at Liberty would then inform the client when appropriate according to their personal details embedded amongst the app. Personalised messages associated with the client’s requirements and preferred items would appear as a push notification directed straight to their smartphone. The power of the smartphone is so fundamental within today’s society. Eyal (2013) stated that “a 2011 university study suggested people check their phones 34 times per day. However, industry insiders believe that number is closer to an astounding 150 daily sessions”.
Text Ashleigh Bernstein
THE APP For this particular app, Liberty would alert the customer via push notifications in regards to new stock associated with the clients favorite brand or a family’s members birthday alerting the consumer of potential gift ideas. (Fig 33) These particular messages would be personalised differently according to the consumer’s needs and their day-to-day schedules. The personal shopper would contact the client when appropriate and this would be executed in a colloquial and friendly manor to certify the customer of the exclusive shopping service. This would therefore encourage a friendly and personal tone prior to the customer entering the store. Push notifications would therefore be a valuable channel for communication used to engage the customer on a regular basis affirming that loyalty scheme we are promoting. During an interview we conducted, appreciation for the customer and their purchases was a significant factor. “I feel at home when people recognise you, its enjoyable to shop where your appreciated and recognized”. (Doffman, 2014). Geo tagging would be incorporated amongst the app in order to effectively locate loyal consumers. Push notifications would alert the consumer once they are a specific radius from Liberty informing them of offers associated with favorite brands or perhaps in store events. This would capture the customer in their hot state encouraging and inviting them into Liberty, which would essentially affirm and support that intimate one to one personal shopping experience.
Furthermore, Liberty’s website and app would be connected which gives the customer the opportunity to have free reign on browsing
Text Ashleigh Bernstein
Fig. 32 App Mock - Up Homepage Menu
Fig. 33 App Mock - Up Push Notifications
15 Fig. 34 App Mock - Up Websiite
Fig.36 Liberty London Logo 2014.
Fig. 35 App Mock- Up Push Notifications
Fig. 37 App Mock - Up Personal Profile Fig. 38 App Mock - Up Lust List
all departments. The option of being able to ‘star and select items’ allows reservations to be made in store for up to 24 hours. The client would also have the opportunity to devise a ‘Lust List’, (fig 38) which would consist of the client’s favorite products ready for a potential purchase. The delegated personal shopper would find these requests and place the garments aside ready for the customers in store arrival. This system generates a sense of trust between the customer and the sales professional by providing that exclusive and efficient customer service. Additionally, it gives the customer the notion that somebody is assisting them at all times affirming a loyal and trustworthy relationship between the sales professional and client. Joseph (2014) states that ‘’regular communication with your customer base allows you to adapt so you can continue to meet its requirements’’.
Our primary research suggested that loyalty cards were a large aspect of individuals visiting particular stores frequently. ‘’I have a card for Marks and Spencer which I always get points on. Boots is also amazing for points especially when I’m going on holiday I can often purchase things with them’’ (Roper, 2014, Appendix: A2:1, p42).
Evidently, point systems played a large role for customer loyalty, however many failed to gain the benefits of their cards in the long term due to loss and damage. We have therefore integrated an online card system whereby points adopted from in store purchases would appear directly on screen within the app ready for the customer to view and access. This scheme would act as an online interactive card system providing the customer with all their personal information regarding points and in store benefits in relation to their personal Liberty accounts.
Fig. 39 Topshop. Virtual Reality Catwalk. 2013.
Fig. 41 Estimote i-Beacon 2013.
Fig. 40 Nordstrom Mobile POS. 2012.
Fig. 42 I-Beacon In Store App Mock - Up
In-Store Experience The importance for consumer interaction is becoming increasingly prominent and successful as we are engulfed by the new technological age. According to Blythe (2013) there is a high demand for new-ness; consumers want to feel that the products and retail experiences they endure now have improved from those they endured years ago. The Liberty app will play a crucial role in enhancing the customer experience in store whilst also pushing the rise of sales and increasing brand loyalty. Not only will it be simple and easy to use but also entertaining and extremely beneficial.
Liberty is highly recognized for its unique customer service relationship where members of staff and individual consumers share more than just the typical shopping experience (Liberty of London, 2013). They place emphasis on knowing their customers on a personal level and do their utmost to meet their needs when they are in and out of the store. Primary research revealed that 67% of people felt they would use an app that was tailored to their needs, instead of being generalized with the rest of the shoppers (2014, Appendix: A1, p34). Therefore, by personalizing the Liberty app to suit each individual, the consumer remains at the center of the story fitting perfectly within the ethos of the brand. Taking inspiration from Pinterestâ€™s Love List (Appendix: A4, case study 4, p54) the app will feature a Lust List where customers can photograph items they view in store that they perhaps want to purchase in the future. Members of staff can also create personalized lists for their better-known customers and suggest potential purchases enhancing their consumer relationship. â€˜Beforeâ€™ experiences are brought to life in the store, as reserved items ordered from the list are waiting to be collected as soon
Text Gabriella Ryan
Fig. 43 Love List Pinterest 2013.
Fig. 45 Liberty Window App Advert Mock Up
Fig 44. Kate Spade 24hr Store New York
THE APP, PERSONALISED TO YOU. LET’S GET TO KNOW EACH OTHER.
as possible. The Lust List can also be converted into purchasing ideas for others, for example, Make a Daughter’s Lust List could be useful when thinking of gifts for upcoming events or occasions. The app’s main in store feature will focus around Estimote iBeacons placed throughout Liberty. Shellaker (2014) states “iBeacons have the potential to change our shopping experience forever”.
current aesthetic so as not to look overwhelming. This feature enhances the consumer’s relationship with the brand as the app recognizes buying habits and previous purchases for that particular individual. Therefore, only suggesting deals which reflect the consumer’s unique wants and necessities.
Consumers will be able to interact with the products and the brand like they never have before, the use of iBeacons will help close the gap between online and offline retail experience which, overall, will improve customer loyalty.
However, Solaris (2014) argues that the use of iBeacons could irritate consumers whilst shopping and could be classed as yet another interruption in an already very chaotic and marketing packed world. Some consumers may also feel that this new technology is being forced onto them thus, creating a negative impact.
Upon entering the store, the iBeacon-connected app greets the consumer informing favoured shop assistants of their arrival so they are on hand to help if needed. For those aided by staff and those who prefer to shop alone, the iBeacons continue to provide a service that informs them of offers, buying suggestions based on previous purchases and product information such as where the item was made, the material and washing care. Shop assistants, Carter and Walker (2014, Appendix: A3, p52) claimed they are questioned the location of items and information regarding products 7 to 10 times an hour therefore, using iBeacons would make the shopping experience easier and more efficient.
Lastly, the app would feature a ‘Pay Anywhere’ service, as checkout lines can quickly become unbearable and spoil the shopping experience (Lariviere, 2013). After observing shoppers in queues on a Saturday afternoon (2014, Appendix: A3, p52) the average wait time was 5 minutes. Using mobile POS devices, employees are able to checkout customers anywhere in store (Clay, 2012) allowing not only the reduction of queues, but the member of staff is able to remain with their customer and maintain the customer service relationship. 8 out of 10 consumers asked said they would really benefit from this service as their time is often restricted (2014, Appendix: A3, p52).
On the other hand, Carter said that John Lewis already has an app offering deals but consumers found it irritating and unnecessary. Having said this, John Lewis does not pay as much attention to the personal customer relationship. Their notifications are not as successful because their alerts are not bespoke to each individual, something that Liberty prides itself on. The iBeacons themselves would be unobtrusive visually, complimenting the
On the other hand, Walters & Hanrahan (2000) argue that technology is replacing all normal physical activities, and consumers are becoming increasingly impatient.
18 “86% of consumers claim that it’s important to have a positive experience after making a purchase” (Hilton, 2014).
LIBERTY APP THE APP, PERSONALISED TO YOU. LET’S GET TO KNOW EACH OTHER.
After the consumer’s in store journey has ended, the importance is focussed on maintaining the relationship we have established. One way in which we propose to achieve this is through the use of push notifications. However, Reeves (2014) states ‘’They inundate me with emails and that annoys me” (Appendix: A2:2, p43). It appears that our consumer still wants to interact with the brand and therefore they appreciate a level of communication. Taking this into consideration we are aware that our notifications must be personalised and unique for each individual. “Nearly 90% of consumers say personalized interactions with brands drive their purchase decisions” (Hilton, 2014). Additionally, a notification we send to the consumer could include a colloquial sentence such as, “Enjoy the big day!”, tailored to the customer’s personal schedule. After the consumer’s event or occasion, they would have the opportunity to send their preferred sales assistant or personal shopper a photograph from their day featuring their purchase. This service adopts the idea of creating a relationship between the consumer and the brand, evidently illustrating the app is not merely focussed on sales, but most importantly on the satisfaction and loyalty of the consumer.
Text Sarah Short
Fig. 46 App Mock - Up Personal Profile
Fig. 48 App Mock - Up Homepage Menu Icons
Fig. 47 Project Tango Google ATAP. 2014.
Fig. 49 App Advert Magazine Mock- Up
19 Fig. 50 Liberty Window App Advert Mock Up
When designing our app aesthetic, we reflected on our primary research in which Reeve (2014) stated “so long as the app wasn’t too complicated to work and everyone could understand how to use it” (Appendix: A2:2, 43). Therefore, considering this particular view, we ensured our app would be a simple design and easy for the consumer to navigate. Due to the overwhelming amount of images we are exposed to on a daily basis, the app visuals would be kept to a minimum, this compliments the app’s ease of use. To gain insight into our consumer we completed further primary research. We questioned customers aged 30-45 (Generation X), whether they would use the app we created. We presented the app mock-ups and described how the app would function. 80% claimed they would be interested to use the app. Many stated they were attracted to the concept of checking stock prior to visiting the store. We also asked sales assistants in John Lewis regarding personalization embedded amongst the app. Walker (2014) stated “it would be so much better if the app was personalised because we have a similar app but the offers are not personal and I think that’s where we are going wrong”. (Appendix: A3, p52). The feedback we received helped us understand that our target consumer will enjoy and benefit from the concept of relationships and personalization. 48
Text Chloe Trimmer
‘’The internet makes information widely available and therefore a comparison of competing goods much easier’’ (Wallard 2005, p124).
To conclude, research for this brief, such as the Liberty documentary (2013) illustrated how the brand were concerned with ways to be innovative however, still demonstrate the traditional heritage in which the store thrives upon.
P, THE AP NALISED PERSO . TO YOU TO ET LET’S G CH EA W O KN . OTHER
When creating this unique retail experience, we pushed to combine technology within the store to bring Liberty back to the forefront of retail and additionally increase sales. With this in mind, when producing the app, we were keen to firstly enhance customer experience and secondly, attract a larger client base. The use of extensive primary research exemplified the significance of forming relationships between the customer and the brand. Several of the features embedded amongst the app offers assistance before, during and after purchasing which is something we felt was crucial. The personalised messaging service installed in the app is an element we felt was important in the attempts of building loyalty with the consumers. Despite constant communication being viewed as essential, we are aware of the negative impacts it could have.
Fig. 51 Liberty Logo. Fig. 52 Liberty Window Advert Mock Up Fig. 53 Nordstrom Mobile POS
Fig 54 Liberty Store Front 2010
We are confident that the customer would feel loyal towards Liberty after taking advantage of the app and its several components. The push notification aspect combined in the app, again focuses on the ideology that Liberty is constantly thinking about the consumer and offering gratitude for their purchases.
Text Ashleigh Bernstein
Fig. 55 Load Screen Liberty App Mock Up
Fig 57 NIKE New York City. 2014
Fig 56 Liberty Window Advert Mock Up
THE APP, PERSONALISED TO YOU. LETâ€™S GET TO KNOW EACH OTHER.
This therefore lends itself to loyalty and the way in which the app is focused on offering the best customer service possible when necessary. The retail experience we have created with the use of technology inside and outside the store, give the consumer an essence of Liberty wherever and whenever they please. Assuring the consumer that the brand is constantly available for their desires and possible needs, maintaining a loyal customer and brand relationship.
Word Count: 5241
Retail Experience and Loyalty - Liberty London. Promotion and Context. FASH20032
Text by: Ashleigh Bernstein Laura Oliver Gabriella Ryan Sarah Short Chloe Trimmer
Report Visuals & Design
Text Formating & Editing
Ashleigh Bernstein Gabriella Ryan
App Design & Mock-Ups
Store Mock-Ups Chloe Trimer Data Sarah Short & Infographics Gabriella Ryan Appendix & Case Studies
Ashleigh Bernstein Gabriella Ryan
Critical Path Chloe Trimmer
Group Blog: lagsc.tumblr.com
24 Kim Watkinson Interview
1. What are your gadgets you use regularly? I love my kindle; I read it every night before bed and also every Sunday morning during breakfast! 2. How do you unwind? I love walks in the countryside with Nelson (my new beautiful puppy) and my husband. I also adore yoga and most recently I have started to meditate 3. What are your favourite stores? In London I love going to Harrods and Liberty but I’m a big fan of Marccain, which is German fashion line. For food I go to Sainsbury’s and occasionally on Saturdays if I have the hole day free I enjoy going to Chelsea farmers market. 4. What is your favourite item of clothing? I have a selection of mink jackets, which I adore and cherish 5. Your house is on fire, what would be the first thing you take with you? My gorgeous children, my husband and my puppy 6. Favourite cuisine? Indian, my favorite restaurant is ‘Dishroom’ in Shoreditch. The food and atmosphere is just amazing 7. Favourite holiday destination? South Africa, my husbands family live there and its just the most beautiful and peaceful country. They honestly have a culture of their own 8. What are your typical components in your make up bag that you take with you everywhere? Georgio Armani face fabric is my favourite foundation, my Chanel mirror, Tom Ford Black Orchid perfume and off course a comb! 9. If you had the oppetunity of dining with one famous figure who would it be? I always said Nelson Mandela as he was such an iconic figure but now I’m not so sure 10. Favourite book? A thousand Splendid Sons by Khaled Hosseini
Illustration & Quote References
Bibliography Further Reading
What we achieved individually and as a group. This table does not include individual research out of contract hours and group meetings.
25 Team Meeting Minutes DATE
Tuesday 6th May
Ashleigh, Laura, Gaby, Sarah & Chloe
Break down the brief and work out the key requirements. Plan starting points; research into the background of Liberty and the consumer.
By the end of the three-hour session we had delegated initial research into what Liberty currently succeed at, their existing loyalty strategy and who we think their consumer to be. Also stated that everyone must watch the Liberty Channel 4 documentary by the next meeting.
Broad research around LIberty & Loyalty. Create an questionnaire just focusing on loyalty schemes in general, who is doing it well etc / what makes consumers want to become a loyalty member. Discuss each members strengths and weaknesses - visuals / research / text etc.
Thursday 8th May 1pm - 6pm
Ashleigh, Laura, Gaby, Sarah & Chloe
Laura created a survey monkey questionnaire which each group member posted on their Facebook and emailed to parents / friends and colleagues. Aim was to generate a large response of open-ended questions. Total 54 participants.
Discuss the Fashion History topic we were given (1980s Product Design & Architecture) and divide into sections of research
Stated that by Thursday’s meeting everyone would have collated a selection if research in order to create the poster itself.
Collate research and create the fashion history poster for Tuesday 13th presentation.
By the end of the afternoon the poster was nearing completion just with a few design amendments that Laura would make over the weekend. Issues include too much information with a lack of common strand and narrative, which made the board originally look chaotic.
Ashleigh, Laura, Gaby, Sarah & Chloe
Continue to post survey monkey questionnaire and push responses. Go out into the city centre and interview one - on - one participant. More focused questions geared towards loyalty, smartphones and Liberty London. Target to collate a large body of research and consumer insight for Mondays idea and concept discussion. Seconmdary Research into successful apps, loyalty campaigns and up and coming technology - specifically within retail.
Monday 12th May
Ashleigh, Laura, Gaby & Chloe
1pm - 3pm
Sarah - Ill
Thursday 15th May
Ashleigh, Laura, Gaby & Chloe
Sarah - Dealing with stolen Laptop.
Generated a minimum of two interviews each. Interviews were conducted in a variety of cities: Ashleigh London Laura Newcastle Sarah Nottingham Chloe Nottingham Gaby Phone Interviews. All research individually transcribed and added to the Facebook group. Secondary research that informs ideas and allows everyone to participate in discussion on Monday.
Go over weekends findings. Smartphone app discussion and idea generation. Instore, Before and After strategy discussion.
The Big Idea of relationships was loosely formed today. We are now going to individually grow the idea in more depth.
Report Structure. Deligating report sections and organising the follow of the piece. Bullet pointed list of key case studies, references, quotes and concept messages.
Completely distributed report sections resulting in each member having 1000 words.
Also divided up Fashion History poster into sections for presentation.
Gaby & Ashleigh in charge of proof reading and editing each section together. Laura in charge of app mock ups and report visuals. Sarah and Chloe in charge of Store & Advertising mock-ups and consumer infographics.
Friday 16th May
Ashleigh, Laura, Gaby, Sarah & Chloe
The Big Creative Idea - how will it look? Text deadline set: All writing to be completed by Monday 20th May.
In order for Laura to create the app visuals over the weekend we meet to discuss current apps that are working well and design/. We decided to stay away from the obvious print and pattern that Liberty’s is associated with an instead use a minimal, straight forward design based on the Liberty purple and ease of use.
Saturday 18th May
Gaby and Chloe
Observational research in Nottingham city centre saturday afternoon
Ethnographic research conducted in John Lewis and Debenhams watching customers shopping routine queue times and staff interaction. We did this to gain a true insight into our consumer’s behaviour.
Monday 20th May
Ashleigh, Laura, Gaby, Sarah & Chloe
Final meeting whilst combining written material and supporting images.
Feedback on app mockups and how to translate this feel into store mockups and report.
Discuss Laura’s app mock-ups.
26 Illustration References
Fig. 1. Google NOW (2014) Personal Assistant App Screen [Digital Image] Google. Available at: http://www.google.co.uk/ landing/now/ [Accessed 19th May 2014] Fig. 2. Nordstrom (2012) Mobile POS In-Store Example. [Digital Image] Available at: http://www.npr.org/blogs/ alltechconsidered/2012/12/10/166890714/forget-the-registerstores-use-mobile-to-make-sales-on-the-spot [Accessed 19th May 2014] Fig. 3. Camenisch, A., (2014) Kurt. In: Novembre Magazine. December 2013. Fig. 4. Art Space. (2014) Internet Art [Digital Image] Available at: http://www.artspace.com/magazine/interviews_features/post_ internet_art?utm_source=Sailthru&utm_medium=email&utm_ term=Master&utm_campaign=March_23_2014_Editorial_ Weekly [Accessed 20th May 2014] Fig. 5. Foursquare (2013) Liberty London Store Front [Digital Image] Available at: https://foursquare.com/libertylondon [Accessed 20th May 2014] Fig. 6. Google ATAP (2014) Project Tango [Digital Image] Google. Available at: https://www.google.com/atap/projecttango/ [Accessed 21st May 2014] Fig. 7. Topshop (2014) Virtual Reality Catwalk [Digital Image] Available at: http://insideout.topshop.com/2014/03/fashionweek-for-all [Accessed 21st May 2014] Fig. 8. American Apparel (2012) Augmented Reality. [Digital Image] Available at: http://www.slashgear.com/qualcommextends-vuforia-augmented-reality-to-the-cloud-28236208/ [Accessed 20th May 2014] Fig. 9. VICE (2014) Guardian Coffee at Box Park. [Digital Image] Available at: http://www.vice.com/en_uk/read/a-big-day-outatthe-guardian-data-driven-coffee-shop [Accessed 20th May 2014] Fig. 10. Super Danger (2014) NIKE TECH Store New York City. [Digital Image] Available at: http://superdanger.us/ post/59897725286/nike-tech-pack [Accessed 20th May 2014] Fig. 11. VICE (2014) Guardian Coffee at Box Park. [Digital Image] Available at: http://www.vice.com/en_uk/read/a-big-dayout-atthe-guardian-data-driven-coffee-shop [Accessed 20th May 2014] Fig, 12. Miller, R. (2008) Washing with your eyes closed. RFID Clothing Tag. [Photograph] Available at: http://reubenmiller. typepad.com/my_weblog/2008/01/washing-with-yo.html [Accessed 20th May 2014]
Fig. 13. Oliver, L. (2014) LSN Global Trend Briefing SS14 [Photograph] Own Image. Fig. 14. Oliver, L. (2014) LSN Global Trend Briefing SS14 [Photograph] Own Image. Fig. 15. Vogue ( 2012) Burberry World Taipei. [Digital Image] Available at: http://www.vogue.co.uk/news/2012/04/27/burberrylaunches-burberry-world-live [Accessed 20th May 2014] Fig. 16. Pocket-Lint (2013) Estimote i-Beacon explained [Digital Image] Available at: http://www.pocket-lint.com/news/123730apple-s-ibeacons-explained-what-it-is-and-why-it-matters [Accessed 20th May 2014] Fig. 17. Karl Lagerfeld (2014) Regents Street Store Opening. [Digital Image] Available at: http://www.karl.com/ [Accessed 21st May 2014] Fig. 18. Dishoom (2014) Shoreditch [Digital Image] Available at: http://www.dishoom.com/ [Accessed 21st May 2014] Fig. 19. BWD (2013) Liberty Window London Fashion Week 2013. [Digital Image] Available at: http://thebwd.com/marbledmannequins-at-liberty-london-fashion-week-window-display/ [Accessed 21st May 2014] Fig. 20. Oliver, L. (2013) Chelsea London [Photography] Own Image. Fig. 21. Reporter (2014) Reporter App [Digital Image] Available at: http://www.reporter-app.com/ [Accessed 20th May 2014] Fig. 22. Trimmer, C. (2014) John Lewis Infographic [Primary Research] Fig. 23. WGSN (2014) This Is STORY New York City. [Digital Image] Available at: http://www.wgsn.com.ezproxy.ntu.ac.uk/ content/report/Retail_and_VM/Retail_Strategy/Business_ Insight/2014/March/flexible-concepts.html [Accessed 20th May 2014] Fig. 24. Whitepaper (2014) Path to Purchase Infographic. [Digital Image] Medium. Available at: https://medium.com/brandexperience/2710ec75f088 [Accessed 20th May 2014] Fig. 25. Locker Project (2014) Locker Proto-Type. [Digital Image] Available at: http://lockerproject.org/ [Accessed 21st May 2014] Fig. 26. WGSN (2014) Social Soul Exhibition [Digital Image] Available at: http://www.wgsn.com.ezproxy.ntu.ac.uk/content/ report/HBL/Think_Tank/2014/April/privacy_and_the_new_ consumer.html#humanised_tech [Accessed 21st May 2014] Fig. 27. Camenisch, A., (2014) Kurt. In: Novembre Magazine. December 2013.
27 Illustration References
Fig. 28. Oliver, L. (2014) Liberty Push Notification. App Mock-Up. [Photograph] Own Image.
Available at: http://www.psfk.com/2013/06/kate-spade-saturdaywindows.html#!OLLS3 [Accessed 21st May 2014]
Fig. 29. Camenisch, A., (2014) Phone Screen. In: Novembre Magazine. December 2013.
Fig. 45. Trimmer, C. (2014) Liberty Shop Window App Advert Mock – Up. [Digital Image] Original Available at: http://www. liberty.co.uk/window-gallery-lfw-aw13/article/fcp-content
Fig. 30. Oliver, L. (2014) Liberty Load Screen. App Mock-Up. [Photograph] Own Image. Fig. 31. Oliver, L. (2014) Liberty Welcome Screen. App Mock Up. [Photograph] Own Image.
Fig. 46. Oliver, L. (2014) Liberty Personal Profile. App Mock Up. [Photograph] Own Image.
Fig. 32. Oliver, L. (2014) Liberty Homepage Menu. App Mock Up. [Photograph] Own Image.
Fig. 47. Google ATAP (2014) Project Tango [Digital Image] Google. Available at: https://www.google.com/atap/projecttango/ [Accessed 21st May 2014]
Fig. 33. Oliver, L. (2014) Liberty Push Notification. App Mock Up. [Photograph] Own Image.
Fig. 48. Oliver, L. (2014) Liberty Homepage Menu Icons. App Mock Up. [Photograph] Own Image.
Fig. 34. Oliver, L. (2014) Liberty Website. App Mock Up. [Photograph] Own Image. Fig. 35. Oliver, L. (2014) Liberty Push Notification. App Mock Up. [Photograph] Own Image.
Fig. 49. Short, S. (2014) VOGUE Magazine Mock-Up. App Mock Up. [Photograph] Own Image.
Fig. 36. Facebook (2014) Liberty London Logo. [Digital Image] Available at: https://www.facebook.com/libertylondon [Accessed 21st May 2014] Fig. 37. Oliver, L. (2014) Liberty Personal Profile. App Mock Up. [Photograph] Own Image. Fig. 38. Oliver, L. (2014) Liberty Lust List. App Mock Up. [Photograph] Own Image. Fig. 39. Topshop (2014) Virtual Reality Catwalk [Digital Image] Available at: http://insideout.topshop.com/2014/03/fashionweek-for-all [Accessed 21st May 2014] Fig. 40. Nordstrom (2012) Mobile POS In-Store Example. [Digital Image] Available at: http://www.npr.org/blogs/ alltechconsidered/2012/12/10/166890714/forget-the-registerstores-use-mobile-to-make-sales-on-the-spot [Accessed 19th May 2014] Fig. 41. Pocket-Lint (2013) Estimote i-Beacon explained [Digital Image] Available at: http://www.pocket-lint.com/news/123730apple-s-ibeacons-explained-what-it-is-and-why-it-matters [Accessed 20th May 2014] Fig. 42. Oliver, L. (2014) Liberty In-Store i-Beacon. App Mock Up. [Photograph] Own Image. Fig. 43. LoveList (2014) Love List by Pinterest. [Digital Image] Available at: http://lovelistapp.com/ [Accessed 21st May 2014] Fig. 44. PSFK (2013) Kate Spade 24hr Window. [Digital Image]
Fig. 50. Trimmer, C. (2014) Liberty Shop Window App Advert Mock – Up. [Digital Image] Original Available at: http://www. liberty.co.uk/window-gallery-lfw-aw13/article/fcp-content Fig. 51. Facebook (2014) Liberty London Logo. [Digital Image] Available at: https://www.facebook.com/libertylondon [Accessed 21st May 2014] Fig. 52. Short, S. (2014) Liberty Shop Window App Advert Mock – Up. [Digital Image] Original Available at: http://www.liberty.co.uk/ window-gallery-lfw-aw13/article/fcp-content Fig. 53. Nordstrom (2012) Mobile POS In-Store Example. [Digital Image] Available at: http://www.npr.org/blogs/ alltechconsidered/2012/12/10/166890714/forget-the-registerstores-use-mobile-to-make-sales-on-the-spot [Accessed 19th May 2014] Fig. 54. VOGUE (2010) Liberty Named Best Shop. [Digital Image] Available at: http://www.vogue.co.uk/news/2010/08/31/ liberty-named-best-london-shop [Accessed 21st May 2014] Fig. 55. Oliver, L. (2014) Liberty Load Screen. App Mock-Up. [Photograph] Own Image. Fig. 56. . Trimmer, C. (2014) Liberty Shop Window App Advert Mock – Up. [Digital Image] Original Available at: http://www. liberty.co.uk/window-gallery-lfw-aw13/article/fcp-content Fig. 57. Super Danger (2014) NIKE TECH Store New York City. [Digital Image] Available at: http://superdanger.us/ post/59897725286/nike-tech-pack [Accessed 20th May 2014]
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CLARK, L., 2014. Facebook predicts the future of retail marketing: Facebook Wired UK. (Online). Available at: http://www.wired. co.uk/news/archive/2014-05/14/facebook-keynote-decoded (Accessed 14 May 2014). CLAY, K., 2012. Nordstrom Sees Sales Boost from Mobile POS Device. (Online). Available at: http://www.forbes.com/sites/ kellyclay/2012/04/06/nordstrom-sees-15-3-increase-in-retailsales-following-introduction-of-mobile-pos-devices/ (Accessed 17 May 2014). EYAL, N., & HOOVER, R., 2013. Hooked: A Guide to Building Habit-Forming Products. Createspace Independent Pub. HILTON, K., 2014. ACCENT Marketing Survey: Nearly 90 percent of Consumers say Personalised Interaction with Brands Drive their Purchase Decisions. (Online). Available at: http:// www.accentonline.com/2014/04/accent-marketing-surveynearly-90-percent-of-consumers-say-personalized-interactionswith-brands-drive-their-purchase-decisions/ (Accessed 16 May 2014). HUGHES, M., 2014. Communication Strategy IMC. (Lecture to Fashion Communication and Promotion, Nottingham Trent University). 17 May. JACOBY, J., & CHESTNUT, R.W., 1978. Brand Loyalty, Measurement and Management. Canada: John Wiley & Sons, Inc. LARIVIERE, M., 2013. Using technology to reduce queues. (Online). Available at: http://operationsroom.wordpress. com/2013/05/03/using-technology-to-reduce-queues/ (Accessed 17 May 2014).
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STEUBER, J., 2013. Liberty of London – It’s all about loyalty. (Online). 20 December. Available at: http://www.retailgazette. co.uk/articles/11433-liberty-of-london-its-all-about-loyalty (Accessed 15 May 2014). TEICH, A.H., 2013. Technology and the Future. USA: Wadsworth, Cengage Learning. THIELFOLDT, D., & SCHEEF, D., 2004. Generation X and the Millennials: What you need to know about mentoring the new generations. Journal in Law practice TODAY. p. 1-4. VAVRA, T., AKSOY, L., & WALLARD, H., 2005. Loyalty Myths. New Jersey: John Wiley & Sons. WALTERS, D., & HANRAHAN, J., 2000. Retail Strategy: Planning and Control. England: Macmillan Press. WARMATH, D., 2014. Whitepaper: Future of Retail. (Online). Available at: https://medium.com/brandexperience/2710ec75f088 (Accessed 5 May 2014). WASSERMAN, T., 2013. Apple appoints Yves Saint Laurent CEO. Mashable (online). 3 July. Available: http://mashable. com/2013/07/03/apple-yves-saint-lauren-paul-deneve/ (Accessed 12 May 2014).
ANON., 2012. Poor Customer Service ‘driving shoppers out of the high street’, says analyst. Taking Retail (online). 5 March. Available at: http://www.talkingretail.com/category-news/ supermarket/poor-customer-service-driving-shoppers-out-ofthe-high-street-says-analyst/ (Accessed 14 May 2014). ANON., 2014. Cisco Internet of Everything, The Connected Self. (Online). Available at: http://www.slideshare.net/CiscoUKI/ cisco-internet-of-everything (Accessed 13 May 2014). ANON., 2013. Ethnographic research: Three reasons why it is important. (Online). Available at: http://www.forsmarshgroup. com/index.php/blog/post/ethnographic-research-three-reasonswhy-it-is-important (Accessed 16 May 2014). BERGSTEIN, J., 2014. When will augmented reality replace the dressing room? Mashable (online). 2 April. Available at: http:// mashable.com/2014/04/02/augmented-reality-dressing-room/ (Accessed 14 May 2014). BOXPARK., 2014. #GuardianCoffee. (Online). Available at: http://www.boxpark.co.uk/brand/guardiancoffee/#_ (Accessed 14 May 2014). BLYTHE, J., 2013. Consumer Behaviour. London: Sage Publications. BURTLE, F., 2004. Customer Relationship Management. Amsterdam: Elsvier Butterworth-Heinemann. CHARLTON, G., 2014. 12 Examples of Digital Technology in Retail Stores. (Online) Available at: https://econsultancy.com/ blog/64408-12-more-examples-of-digital-technology-in-retailstores#i.3hltui9pddpb11 (Accessed 14 May 2014). CLARK, L., 2014. Facebook predicts the future of retail marketing: Facebook Wired UK. (Online). Available at: http:// www.wired.co.uk/news/archive/2014-05/14/facebook-keynotedecoded (Accessed 14 May 2014). CLAY, K., 2012. Nordstrom Sees Sales Boost from Mobile POS Device. (Online). Available at: http://www.forbes.com/sites/ kellyclay/2012/04/06/nordstrom-sees-15-3-increase-in-retailsales-following-introduction-of-mobile-pos-devices/ (Accessed 17 May 2014). COX, R., & BRITTAIN, P., 2004. Retailing: An Introduction. England: Pearson Educated Limited. DEAN, C., 2003. The Inspired Retail Space. Gloucester: Mass Rockport Publishers. DEMBOSKY, A., 2011. Invasion of Body Hackers. The Financial Times (online). 10 June. Available at: http://www. ft.com/cms/s/2/3ccb11a0-923b-11e0-9e00-00144feab49a. html#axzz31hVaaBYh (Accessed 5 May 2014).
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Questionnaire & Interview Transcripts Critical Path
Primary Research & Consumer Insight
EFFECTIVNESS OF RESEARCH METHOD
To gain an insight into customer loyalty and consumers engagement with several brands
Able to obtain detailed information as this was completed face to face with our respondents
Finding relevant respondents for our particular brief was time consuming
The outcome of the interviews demonstrated the importance of customer loyalty and relationships
This method allowed us to gain extensive information as the interview was conducted face to face
To understand existing customer loyalty schemes and their importance. We also were able to understand individuals interests in loyalty apps on smartphones
The format was similar for most respondents therefore we were able to gather a similar sequence of data
Questionnaires are not personal and answers are generic and therefore the results lack detail
Able to gather information regarding customer loyalty and existing schemes
This questionnaire allowed us to question typical Liberty consumers which helped us analyze our big idea
To gain an insight into customer loyalty particularly for Liberty consumers
This interview was suited for the typical Liberty consumer, which affirmed out decisions for our big idea. It also helped us understand the typical Liberty consumer.
The interview was executed over the phone which therefore lacked a face to face interaction
The outcome of this phone interview revealed the importance of loyalty within and without the store for the typical Liberty customer
This phone interview allowed us to question a typical Liberty consumer which therefore helped us understand their expectations from the store
Ethnographic InStore Observation
To observe consumer behavior in store and interaction with staff. Also to observe queues and customer service. We also asked 2 shop assistants a number of questions.
Observing consumer behavior gave us a first hand insight into the failures and successes of particular retail spaces
Observing consumer behavior is restricted by ethical standards as participants are not aware they are being watched
The outcome of this observation revealed the average waiting time for ques and also the lack of support consumers have from sales assistants
Considering this method was primary research, it was therefore a valid first hand account. Next time the research could continue over a longer duration in order to gain additional information
34 Appendix 1 Liberty’s Loyalty Questionnaire
May 2014 - 54 Respondents.
Q1. How old are you? 18 - 25 12 26 - 32 5 33 - 40 8 41 - 48 16 49 - 55 11 55 - 60 1 60+ 1
38: I have a Cafe Nero loyalty card which is great, I drink a lot of coffee and after buying 9 I get a free 1. I also have a House of Fraser card, it makes it quicker and easy for me in store and I always pay it of straight away. It also gives me exclusive treatment and invites me to in-store events. 37: Tesco, Debenhams, Sainsburys and Boots
Q2. Are you signed up to any shops loyalty cards / schemes? If so which shops and why?
36: Boots The scheme is free and you not only get points when you spend money there but also entitles you to great in store offers. For example I have just received 50% off sunglasses.
54: Sainsburys, boots, costa – because I go there often
35: Boots point system and John Lewis loyalty
53: Tesco for clubcard deals nd can get Tesco points at Esso garage when buying petrol Co-operative to get money in vouchers to spend in shop Superdrug & Holland & Barratt- money off Sainsburys for rewards
34: Boots - good rewards Tesco - good rewards Nectar (habit and pressure from Sainsburys)
52: Sainsburys & Tesco – I shop there regularly and there give me money off groceries and petrol
32: John Lewis, boots- money off
51: Tesco & Boots for reward points 50: Tesco Boots Costa
33: New Look, discounts offered 31: Boots as I don’t notice the points building, then I have a nice amount to treat myself. Marks and Spencer’s nice to get vouchers off in the post
49: Tesco Sainsbury Boots Waitrose John Lewis All of the above for savings and offers.
30: Boots - good extra points offers and save points to buy perfume Tesco - worth more when used on restaurants days out etc.
48: Waitrose because this is where I do most of my groceries shoppping.
29: Tesco Clubcard. Use Tesco’s enough to warrant it!
47: Boots; Tesco’s; Morrison’s petrol - because they give you vouchers and points back etc! 46: Sainsburys. Good discount deals with card 45: Debenhams as I often don’t have the money at the time. 44: My waitrose card Because its a great company that sell quality food.
28: Boots, gives good offers 27: Boots - like spending my points nectar card (sainsburys) tesco club card - good rewards Superdrug even though I’ve never used the rewards 26: Boots and Tesco - like collecting the points at Tesco to convert to Avios for British Airways and think Boots offer an excellent loyalty programme - use the points to buy myself perfume once a year.
43: Yes! Liberty loyalty card, because I don’t see why not when you’re able to gain points that can eventually give you vouchers for money and discount off etc.
25: Tesco, Debenhams, Harrods
42: Tesco and boots
23: Tesco Be tee
41: Tesco & Sainsburys
22: Yes. Free stuff and discount
40: Yes Sainsbury for nectar points and Debenhams beauty card, John Lewis for free cake and tea once a month
21: Superdrug and Boots, because where else does one get toiletries? Waterstones - Because I’m a student and any help on books is appreciated. 20: Matalan, because its free Tesco, because I’m there all the time
24: No..only Visa air miles card
19: Boots and Airmiles have great loyalty schemes. Tesco & Sainsbury 18: Tesco Club Card Sainsbury’s Nectar Points 17: Marks and Spencer Tesco 16: Boots advantage card - because you can buy stuff with the points and you get discounted products
49: Because I shop at these places regularly. 48: You get money off things in return for not doing much apart from signing up and remembering to take your vouchers to the shop and show your loyalty card. 47: The vouchers and points 46: Discount
15: Boots, Tesco, Sainsbury’s, my local high-end fashion shop.
45: Type of store
14: Boots - good rewards with no major commitment
44: A,I work for them and B, the quality is great.
43: The discounts and money off that you can receive, especially when loyalty cards are free to sign up too.
12: Dorothy Perkins. - discount card and special offers 11: House of Fraser & Boots
42: Points rewards
10: House of Fraser & Tesco
41: I rarely use my cards anymore, I signed up years ago and I feel it’s a little dated
9: Boots - great value and excellent points scheme
8: Matalan and new look as you get preferential offers
39: Great discounts; makes me go there everytime as it accumulates points
7: No 6: Matalan 5: No 4: Barclays 3: Boots House of fraser To get point’s for money off vouchers 2: No 1: Nectar at Sainsburys because we shop there regularly - it’s our nearest super market. Advantage scheme at Boots because I also shop there often Q3. What is it that persuades you to become a loyalty member?
38: Exclusive and personal treatment. It’s nice to feel special. I like things that benefit me if I sign up. Otherwise there’s no real need in becoming a loyal member. 37: Great rewards - money off vouchers Debenhams, discount vouchers x2,3,4 at Tescos and normally use points as £ in Sainsburys and Boots 36: Genuine offers and savings 35:Customer service and gratitude for my purchases 34: Good rewards . Pressure from company 33: Discounts 32: Money off vouchers
54: Using the points raised to get free stuff.
31: If it’s easy to join and free
53: Money off or rewards
30: Spending money anyway so might as well get points
52: Discounts which benefit me.
29: There’s very little that will, I find carrying too many cards annoying.
51: Special offer benefits and building up points for money off etc 50: Frequency that I visit the shop
28: To save money, get good deals, boots is simple 27: It just seems like I might as well get something back from shopping in those stores
36 Appendix 1 Liberty’s Loyalty Questionnaire
May 2014 - 54 Respondents.
26: The chance to get free things!
Q4. Which of these loyalty schemes interest you most?
25: Bonus points that give discounts and special offers and advance notice of events or deals
General store offers / Information
24: Free plane tickets
Offers and information tailored to your purchase history / habits
Total Responses 54
22: Free stuff. Discount.
Q5. If your favourite store brought out a smartphone loyalty app that was easy to use and personalised to your life and shopping behaviour would that interest you? And why?
21: Points mean prizes! 20: The price of membership and whether I’m saving any money by doing so 19: Points enable you to get flights or other products Airmiles and Boots to me have the best schemes. 18: Money off offers 17: Because I use the store often 16: Free stuff or discounts 15: Deals / Offers and discounts 14: Free points to use in the future 13: Discount on further shopping
54: Yes it would interest as me as I might be able to get discounts on things I would only realise by looking at the app. However I probably wouldn’t use it very often. 53: I would have a look at it out of interest but not sure I would use it as don’t have enough time as it is 52: Possibly but only if I was shown how to use it! 51: Possibly but would definitely need to be easy to use. 50: Yes, and I would use it even more often 49: No, I am not keen on having to use so much technology. Quite happy with paper vouchers!
48: Not sure; it would depend on what the exact benefits were for me from that app, because otherwise I don’t think I could be bothered to use another app.
47: Depends how it would work
10: Money off purchases
9: The chance to ‘get something back’ 8: Good discount or free stuff
45: Yes - so that I didn’t miss out on something which I might potentially want but didn’t see as I don’t go shopping on a regular basis
44: Yes love the ease of an app
6: Offers or discounts 5: Big discounts
43: YES! This would interest me because I would be able to keep updated with new stock etc, especially if it was personalised!!
4: Good discounts
3: Shops that I use a lot so it’s nice to get something back.
41: Yes, would be easy for me to combine it into my day, especially if the app offered more than just loyalty schemes.
2: Discounts 1: No of points offered. Promotional offers. Whether I use the brand often.
40: Yes sometimes I lose or don’t have the card with me and as long as it gave rewards at the end 39: Yes, as long as it made my life easier/ benefit me somehow
38: Yes, I feel a lot of apps are very generic and don’t know me. There are many times shops are missing out as if they targeted me on payday or on my day of, that’s when I am available and willing to spend!
37: Probably not as it would take me forever to find on my phone, whereas I can just pull my card out my purse with my debit card
14: Less traipsing trying to find what I require and easy to use on the go
36: No 35: Yes i could get updates on the store which i frequently visit. Additionally, I like apps that are easy to use!!! 34: Probably not as not that used to apps . Card scheme is very easy to use for some one of my age 33: No 32: Yes- ease of use potentially
15: Yes, except I only have a blackberry, and apps are never very easy to use on them.
13: No 12: Yes if it would make shopping easier and more convenient 11: Yes Keep up to date 10: Yes Convenience 9: Yes- easy to access anytime from phone and updated regularly
31: Yes if it made life easier.
8: Yes. Would be convenient and easy as would be tailored to me so the stuff that was on there would be what I was interested in rather than having to search for it
30: Yes saves having a purse full of different cards when I am carrying phone anyway. Also, I don’t read literature but I probably would on my phone
7: Yes it would as I feel it would make shopping much more enjoyable and easier. In turn it’s great for the store as you will keep coming back
29: No, not really. Find being sent Clubcard vouchers honed to my shopping habits creepy!
6: Yes...more efficient
28: Yes, would make shopping easier, save me money and help choose the right things
4: Yep like that type of thing
27: Yeah, because it would only benefit me 26: No - don’t use apps enough to warrant down loading a store one. 25: Probably not as i am on a group scheme 24: Yes....always looking to be rewarded for loyalty 23: No. Not gamier with apps 22: No. I don’t really like technology. 21: Yes! Being able to see things that I would perhaps like straight to my phone is a lot simpler then perhaps searching for them online or in store! 20: Yes it would, because its too much faffing around to find the right card for the right store 19: Yes, no need to carry the card with you. 18: Yes. It would make things easier. 17: No as I am not that loyal to one store
5: No 3: Yes. Would rather have offers for things that are appropriate to me. 2: Boost juice 1: Yes. Would like the convenience of the app. Would like offers that apply to things I buy most.
38 Appendix 1 Libertyâ€™s Loyalty Questionnaire
40 Appendix 2 One on One interviews. Mixed genders aged between 30-60+. Participants found in Nottingham City Centre, Newcastle & London
Miranda Age 45 insurance broker
Deborah Age 37 unemployed
Ashleigh: What brands do you feel loyal to and why? Miranda: Boots, Waitrose, Sainsburys, LK Bennett and John Lewis. I have loyalty cards and I often benefit through their points system.
Ashleigh: What brands do you feel loyal to and why? Deborah: Sainsburys/Marks and Spencers . They both send me vouchers regularly and I trust their produce and a big fan of the quality of products
Do you connect with the brand outside the store on different levels e.g apps and online etc? Sometimes check online at Waitrose or Sainsbury’s for vouchers but never via apps as it takes too long.
Do you connect with the brand outside the store on different levels e.g apps and online etc? No, never go online if I do its only for emails and contact with friends/family abroad. Not a big fan of apps I’m not great on computers just the simple things only
What apps do you frequently use? Barclays banking app and Skype frequently. Both apps are easy to use and I have a purpose when visiting its not for pleasure more for business Would in store technology improve your customer experience? Yes, if someone were able to assist me but only when I wanted it not when I’m rushing or need to be quick. I don’t like being agitated when I know what I need and I need to leave the store quickly Would being sent offers or purchasing suggestions enhance your experience with brands and make you a more loyal customer? Or would this create a negative impact (push notifications)? Yes, always happy for offers but not a fan of being bombarded with emails and texts.
What apps do you frequently use? I don’t use many apps occasionally go on games and sometimes BBC news Would in store technology improve your customer experience? Yes, I’m not great with technology would be good to combine with in store experience Would being sent offers or purchasing suggestions enhance your experience with brands and make you a more loyal customer? Or would this create a negative impact (push notifications)? Yes,I would love to receive incentives like points for more stores. Don’t like the sound of push notifications. I don’t like anything that makes my phone ping too much!
Heather Age 56 retired special needs school teacher
Emma Palmer, 30. Trainee Nurse.
Ashleigh: What brands do you feel loyal to and why? Heather: Jo Malone/Tesco/Fenwick/Boots. I trust all the brands and I’m also a fan of the product so have no choice but to keep returning.
Do you connect with that brand outside the store on another level of engagement? I use apps, websites, facebook, that’s pretty much it.
Do you connect with the brand outside the store on different levels e.g apps and online etc? Yes, my children encourage me to check for deals when I am food shopping and sometimes Fenwick requires me to update details for my store card online What apps do you frequently use? Telegraph app and sometimes Google maps Would in store technology improve your customer experience? I would like that, would be good to have assistance more when I’m shopping Would being sent offers or purchasing suggestions enhance your experience with brands and make you a more loyal customer? Or would this create a negative impact (push notifications)? Don’t like the sound of push notifications would always be happy to receive points etc and would make me inclined to shop there more
Why? I’ll use them to keep up to date with new products. What apps fashion and non fashion do you already use on a regular basis? Why? I use facebook, instgram, pinterest a lot, tumblr. All of them allow me to connect with friends and explore my interests. Would instore technology improve your customer experience? Why? Yes, ir really would, it would help if it helped me find what I actually need. Also if there was better communication outside of the store, as if it were ongoing.
Hazel Age 49 Unemployed Ashleigh: What brands do you feel loyal to and why? Marks and Spencers/02/Apple store. I have been going to those stores for as long as I can remmebr. My whole family belong to 02 phones Do you connect with the brand outside the store on different levels e.g apps and online etc? No not really, I always just rely on magazines and newspapers etc. I’m not great on apps and I’m not too patient either What apps do you frequently use? Not really, I sometimes use Skype and sometimes BBC news ap Would in store technology improve your customer experience? I would like assistance; I love the apple store very good for customer service. Have always belonged to 02 network and they are always helpful Would being sent offers or purchasing suggestions enhance your experience with brands and make you a more loyal customer? Or would this create a negative impact (push notifications)? Always like receiving deals and discounts. Marks and Spencers are very good with that and their loyalty schemes are great. I earn points and I can often use it on my currency when I travel aboard
42 Appendix 2
Suzanne Roper, 55, London, Recruitment Agency. (Phone Interview) What brands do you feel loyal to and why? Marks and Spencers/Boots/Liberty/Selfridges/Zara/North Face Do you connect with the brand outside the store on different levels e.g apps and online etc? I’m always online for work and sometimes I check new products online. I have the Zara app, which I often use What apps do you frequently use? I have several apps but use BBC news ap/snapchat/Vogue/Zara regularly Would in store technology improve your customer experience? Assistance is always good, in Liberty it’s a small store so I often see the same assistants there, which I like. I also feel at home when people recognize you but its enjoyable to shop in an environment where your appreciated and recognized Would being sent offers or purchasing suggestions enhance your experience with brands and make you a more loyal customer? Or would this create a negative impact (push notifications)? Discounts are always good. I have a card for Marks and Spencers which I always gain points on. Boots is also amazing for points especially when I’m going on holiday I can often purchase things with my points.
Phone interview with Karen Harper, 48 Unemployed. What brands do you feel loyal to and why? Harrods/Wholefoods/Mr Baker/Liberty/Zara/John Lewis Do you connect with the brand outside the store on different levels e.g apps and online etc? I am always on the Zara website and I have their app I am a fan of apps especially when I’m out and about during the week and not right by a computer What apps do you frequently use? I have the Harrods app which I don’t use much I just go online I sometimes go onto Wholefoods to research new products. I am a fan of apps though so I would consider downloading more if necessary Would in store technology improve your customer experience? I always love assistance especially in big stores and when I’m not in a rush! Would being sent offers or purchasing suggestions enhance your experience with brands and make you a more loyal customer? Or would this create a negative impact (push notifications)? I love getting deals it makes me feel like they are grateful for my purchases in store. Most department stores in London aren’t great though for that. Spend is too high and they don’t need to reward their customers.
Judith Reeves 35 PR Executive - Fenwicks Newcastle
Debbie Reeve 50 (Phone Interview)
Laura: Which brands do you feel loyal to and why? Judith: I feel loyal to marks and spencer’s for their food, I’m loyal there because I know it’s good quality and everything I buy there will be delicious.. erm and I am L’Occitane because I like all their moisturisers and beauty products. I am also loyal to Lancôme make-up because I have used it for years and years and I always get good service from the girls at the counter. They know my skin. They always tell me when anything new is coming out.
Which brands do you feel loyal to, why? John Lewis and Next.They both have such a wide variety of things and next home is especially good with reserving pieces and deliveries.
Do you connect to any of these brands outside of the store? Possibly through emails, mobile messaging, anything? Or is it just in-store experience? No, I get emails especially from L’Occitane at certain times say when it’s my birthday or mothers day, at Christmas time they tell me when thee are new products coming out. I don’t mind for that, but I get a lot of emails from places like Tesco’s, I used LastMinute.com once and they inundate me with emails and that annoys me. On your mobile which apps do you frequently use? I use my banking apps all the time, I think they’re great. I use a QR code app that I also use but it’s a bit of a faff. I use the BBC news app meaning I don’t buy a newspaper and I think that’s brilliant as I go on every morning and know what’s happening in the world with ease. You haven’t mentioned any clothing or beauty brands there, why is that? Because there isn’t any that I know of, I feel as though they are just there to advertise things, erm… there’s nothing interesting to me just advertising. Its not so much that the product is better than anywhere else, but we have become friendly with the staff that work there and if there is ever a problem we will be looked after quickly, efficiently with a good value for money and that always makes us go back. If you went into one of your favourite stores and there was more technology integrated into the experience how would you feel about your customer experience? It depends on what it is, I like to talk to staff but if there was some sort of technology that told me if my size was available in an item, or if it was available in another colour I would find that really helpful when it’s busy. I do still like to talk to people it just needs integrating with both things in mind. The idea that I am working on at the moment is a personalized app that is generated to your own shopping habits and interests, your family your lifestyle. How do you feel about an app that feels more like a friend? I would be interested in that, if it was an app that I bought clothes from and they knew about me already, and knew about the clothes I like and if something new range came out and they let me know I would definitely find that beneficial. I have children so if they could remember their birthday, my teenager daughters for example, if it was appropriate for them and they suggested something I would be keen on that. Most of all it must be important to me not just a general here we go advertise.
Do you connect with the brand outside the store on different levels? Often look online, however only to see what is available, not to buy as often, normally buy in store after seeing something online. Do not have any apps with them. Which apps do you already use? Not very many, fitness apps mostly, ones which help count calories. Would in store technology improve your customer experience? If it was simple and easy to use, otherwise might get frustrated. Would being sent offers or purchasing suggestions enhance your experience with the brand and make you a more loyal customer or would it have a negative impact? Depends what I was being sent and how often, if it was suggesting offers or items relevant to me and my likes then yes it would make me appreciate the brand more.
44 Appendix 2
Beverly Kong, 48
Karen Walker 48. Business Manager
Which brands do you feel loyal to, why? Marks and Spencers, Laura Ashley, Liberty, Selfridges
Sarah: What brands do you feel loyal to and why? Karen: I suppose I’m a loyal customer at Sainsbury’s just because I don’t shop in any other supermarkets and I’ve been shopping at our one since it opened. Erm in terms of clothes and stuff I would say I’m loyal to John Lewis, because their returns policies and like customer service are just the best around in my opinion, I always have an enjoyable shop in there, and plus that’s where my personal shopper is. Do you connect to any of these brands outside of the store? Possibly through emails or social media? No, not really erm I suppose I get the odd email from John Lewis because I’m signed up to their mailing list, but I never really read them unless they have offers on and things like that which is very rare.
Laura Ashley always has beautiful pieces, and Liberty always has more unique bespoke things, love the rugs. Find m&s food fresher, better quality. Always shop at Selfridges at Christmas as everything is in one place. Do you connect with the brand outside the store on different levels? Do shop online, however usually only buy item if I’ve already seen it in store and know exactly what it is like. Which apps do you already use? Dieting apps, voucher codes. Don’t have any shop apps as it tends to just be the online store. Would in store technology improve your customer experience? Yes, however wouldn’t want it to take away the shopping experience too much so not too virtual or complicated. Would being sent offers or purchasing suggestions enhance your experience with the brand and make you a more loyal customer or would it have a negative impact? Maybe, if it was executed well and they consider that each customer is different. Also if it’s not like spam e-mail which I always ignore or delete.
So if you don’t often read the emails, why do you continue to be signed up to the mailing list? I don’t know really, it’s just more effort to unsubscribe or whatever you have to do. It’s easier to just delete the emails. On your mobile which apps do you frequently use? I’m not very good with apps, on my phone I’m alright on the internet and things like that I just never really download apps unless my daughter tells me about them. Oh I do use the offers apps though like voucher codes, I’m always on that. If you went into one of your favourite stores and there was more technology integrated into the experience how would you feel about your customer experience? That’s a tough one. I think as long as it wasn’t too overwhelming for people like me who aren’t completely up to date with the latest technology and all things like that, then I suppose if it was done right then it could, what’s the word enhance my shopping experiences. But there would have to be something in it that made my experience different or more exciting or beneficial than what it is already if that makes sense. The idea we’ve come up with for our uni project is an app that would complete your whole shopping experience, it would let you know when a store had certain offers on, or let you know when an item you wanted had come into stock and that kind of thing, would an app like that interest you at all? Erm yeah I think so, so long as the app wasn’t too complicated to work and everyone could understand how to use it. I think the offers thing is good, I’m always after vouchers and offers so it would be a bonus if I didn’t have to search for them and it was already there on my phone for me to see. Yeah it sounds like a good idea to me.
Suzanne, 39 – IT program writer
Michael Oliver, Business Manager Darlington, 49.
Ok so what kind of brands do you interact a lot with and feel that you could call yourself a loyal customer of? I suppose Mothercare, I’m always shopping for the kids in there and the people in the shop know who I am so I guess I must be a loyal customer. For like clothes and stuff I would say it would have to be Debenhams, I always shop in there and I buy most of my clothes from there.
Laura: Which brands do you feel loyal to and why? The first one is Waterstones bookstore. They are always under a little bit of pressure but it’s very much of a family environment, they have lovely Costa coffee shops in there. A good selection of books, maybe its not always the cheapest but I am keen to keep bookshops alive in the country so I would always buy from there as a matter of choice. I have always bought my cars from the same place for 30 odd years at Vauxhall. It’s not so much that the product is better than anywhere else, but we have become friendly with the staff that work there and if ever is a problem we will be looked after quickly, efficiently and with good value for money and that always makes us go back.
Do you ever interact with these brands when you’re not in the stores themselves? Say through emails and such? I get emails through from Debenhams all the time, they’re really useful because I have a storecard with them so it keeps me up to date with that, and because they know I have 2 kids they always send me emails to do with kids clothes and toys and stuff. Mothercare I’m always on their website but I don’t really get emails and stuff from them much. On your mobile phone what kind of apps do you use? I literally don’t have time for apps oh my god. Like I hear all about these cool new things you can do on your iphone and all I do is ring people and text occasionally! Yeah I’m not a big app person I’m afraid! Ok, so what would an app have to be like for you to consider downloading it?What for like a shop? Yes so say if Debenhams made an app what would it have to include? Oh god I’m not sure. It would have to be really really simple to use cause I wouldn’t have much time to go on it anyway! And then it would have to offer me something that going on the website or the emails doesn’t give me I suppose. If you went into one of your favourite stores and there was more technology in there would you say it would change how you feel about your customer experience in that shop? Well in Debenhams they have those little computers that you can order stuff off if you can’t find what you want in the shop, and they’re really handy so you don’t have to queue for ages to order something. So yeah I suppose technology in that respect does make your experience better or whatever.
Do you connect to any of these brands outside of the store? Possibly through emails or social media? It tends to be in the store to be honest; I find things I like when I am actually there so that would always be the first port of call. Then these stores will continue to email me there after, which will get me to continue to go back in again. Do you find emails annoying? Yes, I am not a fan of it but they do the trick. For example Molton Brown where I have a good spend two or three times a year, its really the two weekly emails I get from them that remind me to go back. A lot of the time I don’t even open half of them. On your smart phone or any other devices, which apps do you frequently use? Only for the likes of the TV I have missed or BBC news. I use apps at work, a lot of my demonstrations to customers are through apps to make sure points are put across. I use apps more to market the products I am selling or showing rather than ones I would get myself. Why in your own time, you mentioned you have an iPad, don’t you use apps more? For example why don’t you have a Waterstones app? Simply because I have time on my hands on a Saturday when I tend to shop, to see these things visually and I look forward to it. I wouldn’t want to spoil the surprise and see it on an app before hand. It would have to offer me an additional benefit or have a purpose. If you went into one of your favourite stores and there was more technology integrated into the experience would it put you off, or would you like it? My best example of good technology in retail was recently when shopping in Reiss for a purse for my wife at christmas. They didn’t have what I wanted, but they found a store that had one and within three days it was delivered to me - If it wasn’t for technology that wouldn’t have been possible. But also, it wouldn’t have stopped me going into the store in the first place to check that I liked it.
46 Appendix 2 Consent Forms
48 Appendix 2 Consent Forms
50 Appendix 2 Consent Forms
51 Appendix 3 Consent Forms
52 Appendix 3 Ethnographic Observational Research Carried out by Gaby & Chloe Customer Questionnaire/Tally in John Lewis and Debenhams Observed 10 people queuing and it was evident that the average que time was 5 minutes. After showing them pictures of the mock-ups and describing how the app would work:
After showing them pictures of ‘mock ups’ and explaining how the app would work we asked whether or not customers would get the app and if so, would it be useful. 8 out of 10 claimed they would be interested in the app and ibeacons to inform them of product information and que jump
Do you think that you would get this app, would it be useful to you?
Casual discussions with shop assistants:
1. Yes 2. Yes 3. Yes 4. No 5. Yes 6. Yes 7. Yes 8. Yes 9. Yes 10. No
After describing the ibeacons: do you think they would be useful to your customers? Older generation might not be as interested in app. - John Lewis however doesn’t pay as much attention to customer relationship.
Comments: ‘Love the personalisation’ ‘Love a list to collect their favourite things for later’ ‘It would be great to see how many are in stock before or during my shop’ ‘I often want to find out a few more details’ ‘I like the relationship aspect’ ‘I think the consumer relationship in store is important and it makes me come back’
Ella Carter: How often do you get asked every hour where products are?7 times an hour
Do you think the personalisation aspect will increase loyalty and the success of the brand? Yes, Thinks app would be useful but some people like the one on one staff and consumer chat. Katie Hogdson: How often do you get asked every hour where products are?10 times an hour After describing the ibeacons: do you think they would be useful to your customers?Yes they sound great they would be really helpful, people always want to know where things are made. They like to know small details like that. Do you think the personalisation aspect will increase loyalty and the success of the brand? Yes definitely, it would be so much better if the app was personalised because we have a similar app but the offers are not
54 Appendix 4 Case Studies
that influenced our proposal and decision making.
1.Coke Zone Rewards In 2008 Coco Cola faced a declining market share in the UK teen market. This case study focuses on how Coke adopted a Coke Zone reward system which initially boosted customer loyalty. Since going live, Coke Zone is currently considered the UK’s no.1 food and drink brand website. The campaign lasted for six week in which several outdoor billboard posters were used to push the promotion. The promotion was focused on raising awareness and encouraging young adults to register with Coke Zone. Once registered points could be redeemed for Coco Cola branded items and additionally prize draws worth £1000 were also made available. A number of personalized emails were designed to promote further consumer interaction. Personalization was something we tried to focus on when designing our app as personalization results in a strong relationship between the brand and the consumer. Coca-Cola now always has an online portal for consumers combining brand loyalty and brand immersion. This was integral for our brief because Coca-Cola’s main aim was seeking customer loyalty, which is a key aspect of our project. 2.TRNK Nick Nemechek and Tariq Dixson created Trnk, which is an online part magazine, and part marketplace that intent to lead inspiration and guidance throughout the home shopping process, in particular for males. The fundamental purpose of their site is to inspire other individuals with the use of unique home furnishing designs in which they select and place on their website. These various items are placed online ready for individuals to browse, be inspired and purchase if desired. This case study focuses on the future of retail and how men shop and think about the aesthetics for the home. This was a relevant case study to investigate as it focuses on the future of retail, which was a key aspect of our brief. In order to create a new app we have to be aware of other concepts taking place.
3.Samsung Intermarche Grocery Stores Intermarche is a large group of independent grocery store owners and was founded in 1969. Currently they have over 2,000 stores in France, Belgium, Poland, Bosnia and Romania. Their predominant challenge included competing with large hypermarkets and chain grocery shops. Therefore, in order to encourage consumer loyalty Intermarche adopted a poster method whereby the store was increasing customer loyalty and brand awareness with the use of several posters in store. Using posters as signange proved unsuccessful due to the high cost of printing and designing, therefore a new system was in demand. In order to overcome these challenges Intermarche chose to implement digital signage with the use of Samsung LED screens. This solution was versatile and additionally cost effective for in store purposes. This strategy included installing 40’’ Samsung digital monitors in the Cheese, Bakery, Meat and Seafood departments and additionally above checkout tills. This case study was relevant for our brief as Intermarche were predominantly focusing on producing an efficient experience in store and therefore enhancing customer loyalty. The screens were placed in store to provide an enjoyable shopping experience, enabling a relationship with customers at the point of purchase. Additionally, Intermarche installed several monitors at check out points to keep the consumer engaged throughout their in store experience. The monitors display local weather, general news and also upcoming promotions to encourage customer loyalty. This was an integral aspect of our big idea for our own brief as we were keen to keep the consumer satisfied and therefore chose to adopt an idea that reduced waiting time and avoid ques for our customers. Intermarche have been extremely satisfied with the digital signage system and plans to expand into other stores. 4.Pinterest – Love List Love List, is an app associated with Pinterest where consumers can pin their favourite or desired products to their boards. It can be used when you’re out shopping in different stores to take note of things you want or need. Similar to that of a gift registry for yourself. The app lets you quickly expand your Pinterest collections with products you find on store shelves, simply by scanning an item’s UPC barcode. This was particularly relevant for our brief, as we incorporated this idea as part of our own app’s service, entitling the feature ‘Lust List. However adding the opportunity to make lists for others, e.g. members of the family for special events such as birthdays.
5. STORY NYC STORY is a retail concept located in Manhatten’s 10th The store sells things just like any other normal shop however; every four to eight weeks STORY changes into a gallery and displays everything in a differentformation. This therefore brings light to new themes, trends and issues. It was founded by Rachel Shechtman who in the past has been a brand consultant for brands such as TOMS shoes and Lincoln. Rachel Shechtman’s mainaim was to bring together brands and consumers and also integrate strategies of marketing, merchandising, and business development. STORY was a relevant case study for us to look at because like our brief, we are also considering new ways to improve customer service and therefore enhance loyalty between the customer and the brand. With STORY’s concept in mind, they are also keen to change a retail space in order to develop an exciting retail experience for the consumer.
6. Nordstorm Mobile POS The Seattle based fashion and beauty retailer has started to use a mobile point of service device, which saves customers time when queuing in store to purchase goods. These mobile devices are modified Ipod touches with scanners and credit card sliders allowing customers to check out at several points in the store. The app on the device also allows Nordstorm’s sales assistances to access the online brand system whereby any information regarding products can be given. This saves the customer time with having to look up the information themselves and instead the sales assistants are completing this job for them. Colin Johnson, a spokesperson for Nordstrom, states that these devices are part of a larger plan for Nordstrom to help “provide a more technology enabled store experience.” He notes that in 2005, Nordstrom began offering the option to ship merchandise directly to customers, and in 2009 the company integrated inventory with its online store. In 2010, Nordstrom then introduced WiFi into stores to “make it easier for customers to stay connected in the stores by using their mobile devices to shop and to compare and learn more about merchandise.” This was a relevant case study to review because for our brief we were concerned with ways to improve customer loyalty and with this in mind, we had to also find ways to enhance customer service within the store.
56 Appendix 5 Critical Path
Project Decision and Planning Journey
CREATIVE IDEA - EXECUTION
CONTEXT - BIG IDEA -