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Master in Service and Experience Design 2011-2012 Author: Rossella Annamaria Piccaluga Mentor: Alice Manzoni, Logotel Academic support: Elena Pacenti, Nicole Neuberger

WhoWantsWhat

The next retail experience into the consumer electronics store


Context

The future development of the retail experience:

improve the core of the existing service on different layers and channels, starting from the idea that the shopping experience does not start in front of the store, but it is a complex system that happens before.

Cross-channel shopping: the client uses multiple channels

before deciding on a purchase and know in advance information about a product and its availability..


The actual situation Current provider: the big chain

Distribution of products to the public is extended and qualified

Large area of sale with great stock/latest products

Convenience of prices compared with a small shop

Low attraction

Few examples of testing areas

Just technical information Source: Plusmark Consumer Electronics research


The actual situation Supermedia current offering

38STORES FROM200TO2.500M2

7WORLDS 1WEBSITE

“Keep the technology on hand” to create a unique shopping experience


Main aims Framework set-up

What?

How?

Market data (data, benchmark, trends)

Desk research Berchmark

Users (data, target, trends, actual offering, customer始s needs)

Desk research Survey online Interviews In-store observations

Future retail (ideas, models, references)

Desk research

Research findings


Research findings 51%

Mobile

Smartphone

35%

of customers make purchase offline

Camera

18% Tablet 20%

18%

Main business in 2011

of customers make purchase online

Online

Main purchase data in specialized consumer electronics stores in 2011

Get overview about products and variations

5%

Detailed product information

under 19 years old

Offline See and feel the product and the quantity Test the product

10%

over 55 years old

Price comparison

46%

19-35 years old

39%

36-55 years old

Others people始s reviews Others people始s ratings Check availability

Receive personal suggestions from specialized personnel

More trust (e.g. support post sale, complain afterwards)

Reason for the online/offline preliminary research Main clients of consumer electronics store Sources: Google & IPSOS OTX, September 2010, Accenture Future Retail Report 2012


Benchmark Offline Mediaworld Online

Standadized and easy layout Competitive prices

www.euronics.it Large support post sale Pick up options

www.youbuy.it

Best Price Expert suggestions Wide range of products

www.store.apple.com

Fnac

From the manufacturer Lower price Personalization of products Efficient technical support

Differentiation of the offering Free search and booking service Non-competitive prices Events

Supermedia

Efficient assistant support Concept layout Categorized products


Customer trends

Consumers connect in a multiple way, to search information about products, compare prices, see opinions, trends and to receive suggestions before and during the choise.

Consumers are reaching a state of “hypermobility”, adopting mobile technologies and downloading apps, to be connected anywhere, anytime.

Trying out first

Smart consumers want all the benefits of the digital world into the physical, like convenience, the ability to see others opinions, transparency in costs, “endless” choise about products.

Selected by trends

Point and know

Bring the best of the online offline

Be everywhere: online&offline


Target focus

Be oriented: the best for me

i

Be informed: reviews Research online, purchase in-store

Be updated: trends

Be connected: always on

19-35 years old

Best sellers (mobile category)


Customer profiles

Shopping attitudes

19-35 years old

“Iʼm an explorer!”

“I donʼt know what is better for me!”

“I want this!”


Profile 01 “Iʼm an explorer!”

Matteo

Interested and informed about technology (personal interests/work). He likes to spent his free time in a consumer electronics store (twice a month). He usually goes to the consumer electronics store to buy phone (is the product that he use more in his daily life), computer and cameras.

30 years old Energy technician. Lives alone in a flat. Very active lifestyle.

Needs:

Higher level of information for products (the label is not enough - understand extra capability) Check brand/price comparison (in terms of visual perspection of the product/space) Create his personal map of interests and check reviews, blogs, trends Bigger test area (to see results and performance)

Discovery

Go to the store

Identify needs

Evaluation

Purchase

Post purchase

! Browsing Read blog to find news Watch video

Find interesting products Start exploration

Transaction

Price/quality comparison Read technical infomation Touch

Ask the assistant for capability information Check online reviews

Search for usage apps.


Profile 02 “I donʼt know what is better for me!” Manuela 27 years old Business consultant. Lives with her family. Very active and well organized person.

Not so interested about technology (just for needs). She usually goes to the consumer electronics store once a month or less. She usually goes to the consumer electronics store to buy specific products that she need (phone, camera).

Needs:

Easier level of technical information for each product (the small label is not clear) Less range of product, or just “selected for me”, “best sellers” (sometimes, with to many options she is confused) Real time personalized support with her friends/family to receive suggestions (final choise)

Discovery

Go to the store

Identify needs

Evaluation

Purchase

Post purchase

? Find the right place

Suggestion from loved ones Check the closest store

Transaction

Price/quality comparison Start orientation Ask for help to the assistant

Touch and compare products Read technical infomation

Ask support to the assistant

Ask info to friends (easy usage) Need other opinions


Profile 03 “I want this!�

Roberto 32 years old Architect. Lives with his parents. Very social person, but always busy.

He is interested about technology (just for his personal needs and for gifts). He usually goes to the consumer electronics store once a month. He usually goes to the consumer electronics store to buy specific products for him and for his friends.

Needs:

He needs to know: detailed preliminary research (to check into the physical store) Bigger test area (to touch, test and compare) and fast orientation (quick decision) Real time communication with his friends/family to share the final choise and to check additional information

Discovery

Go to the store

Identify needs

Evaluation

Purchase

Post purchase

! Browsing

Find the right place

Read blog about products

Touch and compare products

Check technical information Check the better store Price comparison Watch tutorial

Transaction

Read technical infomation

Search for additional apps.

Start navigation Final check with the assistant

Check price and information


Customer observations

Ask to the assistant Assistant support Touch and test

Find the right category

Call friends & family

Understand details


Experience cycle

“Iʼm an explorer!” “I donʼt know what is better for me”

re vie w

pr ice /

e lin on

k ec

Collec t infor matio n He ar fro m pe op le ws bro

Ch

uct

N O I AT

rod

/p

nd

ing

ance Check per form

A rt

sk s u ppo

p o k

As

n

o ini

ENGAGEMENT EEDS FY N NTI IDE

se

cha r u P

Read review Ch s eck ava Fi ilab nd ility ca te go rie s

BE INFORMED

Give feedback

Bra

EV A LU

IPATION PARTIC

ps

t

sho

nd on a s ati d n re form t e n Se ual i cts u d ro p vis t tes a l See Collect detailed information

or

pp

su

ces

ser vi

ra wor k

N TIO AC TED TR DA AT UP BE

lated

xt re

fo

Join

GET IN SPIR ED

ch re Sear

ED

S O (P

) E L A T-S

k As

EXT EN TIO N BE SU S PP O RT

“I want this!”


Experience cycle

“Iʼm an explorer!”

I want to find interesting apps!

EXT EN TIO NS BE SU PP O RT

IPATION PARTIC

re vie w

pr ice /

e lin on

k ec

ws bro

Ch

uct

N O I AT

rod

/p

nd

Bra

EV A LU

To undestand extra information (experience)

I can understand extra capability

I want to find the best for me, I need comparisons!

I want to be sure and I want to check other opinions I need to be oriented

I want navigate!

ing

ance Check per form

To understand technical information

A

To be assure

rt

To be sure!

sk s u ppo

As

n

o ini

ENGAGEMENT EEDS FY N NTI IDE

se

Read review Ch s eck ava Fi ilab nd ility ca te go rie s

I can see product I desire

BE INFORMED

Give feedback

cha r u P

I can see new trend

N TIO AC TED TR DA AT UP BE

ps

t

sho

“I want this!”

I need my friends suggestions!

nd on a s ati d n re form t e n Se ual i cts u d ro p vis t tes a l See Collect detailed information

or

pp

su wor k

p o k

I need personalized support!

ces

ra

To complain

ser vi

xt re

fo

Join

I can receive points!

lated

k As

For an effective usage

ED

S O (P

ch re Sear

I need support for the daily usage

) E L A T-S

GET IN SPIR ED

Collec t infor matio n He ar fro m pe op le

For the best exploit of the potential

I wanto to find good offers and news!

“I donʼt know what is better for me”

To match with my needs! To find immediately what Iʼm looking for

To check usability and extra capability


Retailers offering

Interactive screen

Categorized product

Island display

Brand display

Best seller suggestion

In-store workshops


r po

up

ls ica

hn

(Jo

t

in w ork

sho

ps)

Ch

nd

ca

te

go

ing

s row

ct b

du pro

A supsk tec por hnic t al

Fi

/ nd

Test

ENGAGEMENT EEDS FY N NTI IDE

N O I AT

se a ch Pur

eck

ava

rie

ilab ility

s

BE INFORMED

Give feedback

Bra

EV A LU

IPATION PARTIC

Collec t infor matio n

LE) A T-S

N TIO AC TED TR DA AT UP BE

ED

S O (P

GET IN SPIR ED

c Te

EXT EN TIO NS BE SU PP O RT

Retailers offering

Customers are smart and context sensitive, are informed, updated, want to be attracted and connected in multiple ways. Retailers are focusing on the product, they don始t follow all the experience cycle of the customers. The physical store can no longer avoid an overlapping with the digital world (in terms of choice and research), providing a new multi-channel experience.


Customer始s needs path Be recommended (ask to loved ones)

Get inspired

Be supported from an expert

(to be assure, for the future usage, for unknowing)

Be oriented

(see promotions&news)

(see categorized products)

Check performance

(future usage experience and extra capability)

(technical, tips, curiosities experiences)

Save time

Offline experience

Get inspired

Need effective support

(find easily items)

Be informed/ updated

Exploration

Evaluation

Purchase

Post-purchase

Online capability Be detailed informed

(manufacturer, price web)

Be trusted

(read reviews, opininios)

Be updated

(check trends, read blog)

Be supported

(ask friends personalized opinions)

Understand daily usage

(browsing, ask friends)

Be sure

(check additional reviews and price)

Understand details (curiosities from people like me)


Concept opportunities

I want to get more inspired finding information about products related with my interests!

Provide an interactive system to help customers find selected and better organized information.

I need additional support in term of product orientation and easy understanding!

Provide an integrated model of support to choise, with highly personalized assistance.

WhoWantsWhat

An instant, effective and personalized way to be oriented and supported during the exploration of the products into the Supermedia store. A way to shape up the store offering starting from personal preferences and interests.


Value propositions

What if...

Discover your needs!

Highlighted relevant products

Start the orientation

Smart label

Personal browsing

Dynamic assistance

Deep understanding of the product

Match your preferences!


Service features GET INSPIRED General orientation

GET EASY UNDERSTANDING Browsing among products

Highlighted relevant products

Product understanding

New categories and criteria of selection. E.g. - Most easy to use - Best like from customers

New categories of information. E.g. - Quality image - Durability - Display quality - Ease of use

Technical information on products in a more understandable way.

Product exploration

Personalized

General

On the displayed products. - Previews and future interface - Reviews and ratings - Comparison - Like

GET PERSONALIZED SUPPORT

Compare and evaluate

Build up a short list

Product comparison New categories of information. E.g. - Quality image - Durability - Display quality - Ease of use

Update short list Dynamic notification. - Similar products - Promo and deals - The last one!

Short list Save the research. - Fast log-in - Send me

- People like me - Related products

- Personal profile update Personalized suggestion

Guided exploration

- Similar user new purchase - Can be perfect for you! - New release

System

Touchpoints

Identify user始s charactheristics and preferences. - Personal data/Purchase history - Guided research/check list - People like me - Easy simulation (3D)

Display

Smart label (Tag)

Selection of products database Users reviews/ratings selection

Smart label (Tag)

Interactive surface

Be adviced

A

Tab.

Customers & reviews database

Smart label (Tag)

Interactive surface

A

Tab.

Tag & keywords database Tracking system

Interactive surface

A

Tab. Card

User preferences database

Mail Sms

Personal profile

Notification system

Card


Service idea 01 Highlighted products/smart label Smart Label (Tag)

A tool to get inspiration and to explore the product using customized categorization of the information. Score

Canon powershot S95

8

Category: Compact camera Image quality:

Indoor portrait Outdoor landscape Indoor scene Low light/night scene Video quality

Preselected scenes (macro details, indoor, night, sunrise/sunset...) Face detection Auto focus Auto white balance Auto stabilizer Resolution10mp Digital zoom 2x Optical zoom 4.5x

All you need, automatically in one shoot Ease of use:

Handiness Speed

Product name, image, cathegory and global score from the rating

Rating by future performance categories

Fast menu/ring Size ..... Weight .....

Small and well rounded Display quality:

E.g. - Most easy to use - Best like from customers

Display dimension ....

Colours quality

Selected highlighted products from reviews and rating on-line. A new in-store area where products are organized with smart screens.

Visibility with sun

High visibility Quality:

Durability

Categorized technical specifications of the products

Plastic and steel Built-in lens shield Power adapter

Long battery life Flexible usage, automatic scenes. Instant point and shoot.

Memory for just 200 scenes

Suggestions Tag for the interactive browsing

Easy organization of the technical information by intuitive categories from other customers


References Online offline contribution Bring customers into the process of selection and encourage participation.

Ranking Ranqueen

C&A Fashion like

Customer empowerment


Service idea 02 In-store personal browsing Instant descriptive information (pop-up)

Canon powershot S95 Category: Compact camera

Score

8

Interface previews to understand the usage People like me (related products)

Interface visual preview

Flexible came ra per fect for amateur. With a lot of a utomatic scen es you can take photos in ever y conditio ns like in-store scene s, daily landsc apes, por traits...

other clients Reviews from tag) (selectable by

Interactive surface

A tool to explore relevant product始s information in a more effective and easy way (selected by highlighted category).

Comparison by rating or future performance categories

Client ID or fast log-in (personal data and e-mail address or mobile number) Instant reviews organized by relevance Like touch for the highlighted (personal contribution to category the highlighted products)

Glossary (visual explanation of technical keywords) Assistant call and check of the waiting time


Service idea 02 In-store personal browsing

Canon powershot S95

Cathegory: Compact camera Score

8

Interface visual preview

Flexible came With a lot of ara per fect for amateur. take photos in utomatic scenes you can in-store theme ever y conditions like s, daily landsc por traits... apes, 37 Reviews

Marco Good usability...

8

Filter by tag: Ease of use Image quality ...............

Durability

Integrated steel structure

Image quality

Score

7

Future menu previews

Instant reviews filtered by the customers using tags

Integrated lens shield

Score

Simona Perfect for the holiday...

Save interesting products on a short list

Durability

Comparison by future performance and intuitive categories E.g. - Image quality - Durability - Screen quality

Cameras personal browsing example


References Personal browsing Provide customers new tools to easily have access to information within s tores, being guided for the choise.

Customers have the ability to compare phones based on personal preferences. The application filters the catalog on their 驶best matches始. They can print out results or send a mail to their personal e-mail address from the screen.

Jump.ca interactive surface

Customer empowerment Telenet Smartspot


Service idea 03 In-store dynamic assistance Short list syncronization

Virtual simulation with clickable hotsposts Guided research

Short list

Canon Eos

Level of expertise: Beginners/amateur ? Semi-pro Professional

Canon PowershotS95

General

Users

Experts

Personal profile Solchi Matteo card n°25082011 Age: 30 Gender: male E-mail address: matteo@gmail.com Mobile phone: 338/1381998 Personal purchase history People like me Similar purchase history Similar short list Similar age Same gender Notification Personalized suggestions

Mail Sms

What main usage do you need? City&buildings Object details Portraits Landscapes

&

No idea about products

A tool to guide the dialogue between assistant and customers during the choise, with personalized suggestions, easy access to data and information.

Personal browsing/short list

Dynamic assistance

Personalized

Assistant

Ratings

Personalized

General

Easy simulation (3D)

Night/low light Video quality Movable subjects Oversize print Waterproof Colored Low size/weight Easy simulation (3D) Ratings

Users

Notification

Personal profile

Personalized suggestions

Personal profile

Personal purchase history syncronization to match products

Personal advice about promotions, new release, accessories.. Related products from similar people

Do you know what are pixels? Do you want all in one click?

Rating from other users or experts from other stores (selectable by tag)

Experts Mail Sms

Personal profile

Personal profile

Step-by-step search and preferences check list 1°Level: Expertise 2°Level: Usage 3°Level: Extra features 4°Level: Additional preferences


References Dynamic assistance Personalized support Offer customers an experience that feels both personal and exclusive by giving staff an easy way to access a their previous shopping data, preferences and product information.

AysleBuyer Mclerck

Assistant empowerment IdentityMine


The layout


Scenario始s profiles

Matteo

Manuela

30 years old. Interested about technology.

27 years old Not informed about technology.

He has some ideas about the product that he is looking for. He is not a registered client.

She has no idea about the products that she needs. She is a Supermedia client.


Scenario 01

?

Matteo has in mind to buy a camera. He is looking for something easy to use, for his free time!

Every time there are too many products on the display, he can not orient himself. Technical information are not meaningful for him.


Scenario 01 Highlighted relevant products

u se The most easy to

The assistant shows him the new selection of products and the smart label for a fast and first orientation.


Scenario 01 Smart label (Tag)

re

Sco

8

95 t S ra ho me ers ct ca ow mpa p o n

C no ry: Ca tego Ca

e ag

ty:

ali

qu

Im

se

Ea

e:

us

of

y pla

ty:

ali

qu

s

Di

lity

a Qu

:

The smart label helps Matteo to find easy information about the product related with the use and with new intuitive categories of organization.


Scenario 01 In-store personal browsing

u se The most easy to


Scenario 01 In-store personal browsing

8

7

Using the smart label all the intuitive information are displayed immediately. Matteo can easily understand that he is focused on “easy to use� cameras and all the details. But he can not decide which one is better for him, so he decides to save his research and send it to his e-mail with a fast log-in.


Scenario 01 Dynamic personalized support

Notification

After 15 days... s!

Sm

Matteo receives an sms on his mobile phone...one camera on his short list in now in promotion!


Scenario 02

?

u se The most easy to

Manuela has in mind to buy a camera. With to many options she is confused. She would like to find less range of product, or just “selected for her�.


Scenario 02 Dynamic personalized support

Dynamic support

u se The most easy to

She starts a personalized interview with the store assistant, to understand details and to match her personal preferences with the products specifications.


Scenario 02 Dynamic personalized support I love coloured and shiny items!! -Do you want all in one click?

I始m looking for something light, very intuitive and perfect for my holidays!

-When do you want to use the camera? -From your purchase history I can see that you have a pink phone! Do you prefer coloured items?

Purcha Guided

se hist

ory-ID

resear c

h

What you hakind of exp ertise ve? do Which use do you wa nt?

Extra f

eature

s

u se The most easy to People

Rating

s

like me

Age Gende r Simila r purch ase his Simila tory r wish list


Scenario 02 Dynamic personalized support

..Ohh.. is nice! ..But how do I use it?

The Nikon Coolpix can be perfect for you! Is light, coloured, with a lot of preselected scenes like “beach” or “landscape”!

e

us y tored s a E - olou -C..... -..

lts

Resu

ation

imul

s Easy

The assistant can fill the check list and select products and ratings using some tags like “coloured”, ”low weight”, “easy to use”, “waterproof”, “outdoor landscapes” and show the results to Manuela.


Scenario 02 Dynamic personalized support

lts

Resu

ase

Smo

o

rch u p th


Potential values

+ Get updated product information. Get more suitable and understandable information, automatically from the retailer. + Find out the best products to buy. Reduce the level of complexity for the final purchase, thanks to a guided support to choise. Have the possibility to match technical information with personal habits. + Participate and evaluate. Shape the product始s offering on personal needs and opinions. + Buy products smoothly.

+ Brand diversification. Differentation from other competitors getting more detailed and transparent information to customers. + Increase customer loyalty. Answer to customer始s specific needs to increase store loyalty in the long term. + Higher level of the sale process. Integrated system of support to choise and flexible purchase system.


Future development

Test the main ideas in a concept store or just in one selected Supermedia store as initial step. Involve manufacturers in a new commercial model, related with customer始s preferences, starting just from few product始s categories. Evaluate the impact on the business model and the possible shifting of the traditional stock始s management into a just-in-time control.


Discover new products

Understand your needs

Explore the products

Match your preferences

WhoWantsWhat

The new in-store shopping experience Tha

u! o y nk

Service Design Master Thesis  

The next retail experience into the consumer elecronics store.

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