SMITH POV 8 Modes of Shopping Report (2)

8/18/2019 SMITH POV 8 Modes of Shopping Report (2)

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November 2014


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I’m shopping for information more

than I am actually buying something.

I’m shopping by opinions – yours, mine, his,

hers … everybody’s opinion.

I shop and buy cool. Shopping is a ho

have

Shopping is a chore for me. I’m

looking to buy on the most easiest,

trusted path.

I get overwhelmed when I shop. I want to

take my time.

I expect the product and

shopping experience to be top

of the line.

I get easily frustr

because I don’t g

these extra w


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Read this report to:

• Discover how emotional mindsets influence your audience’s shopping and purchase de

• Learn how to determine if your shopping experience is optimized to meet emotional mi

matter to you and how to tailor your efforts to improve engagement and purchase.

• Identify which consumers are influencing purchase decisions and which ones are want

influenced.

SMITH executed a qualitative and quantitative research study in 2014, surveying more than 500 people acros

America with detailed questions pertaining to 12 unique product categories: Apparel, Electronics, Grocery, Ap

Automotive Supplies, Beauty, Wireless, Jewelry, Home Remodeling, Furniture, Software, and Restaurants.


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• Understanding the voice of the customer • Leveraging modes for better shopping experiences

• Summary

• Appendix: Deep-dive category details


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a“You get frustrated and don't l i ke not being able to quest ions. You ta lk to your s creen. Sir i and you are

friends.” – husband, Spokane

“You like shopping in stores because you want to p

you are smart and th ink the sales clerks wi l l have

specia l ized knowledge of the product you m ight be

interested in, l ike running so cks or high-qual i ty s te

knives.” – wife, Atlanta

“Actually , I th ink you l ike spending t ime wi th me wh

shop . You like the act of being together whi le lookin

– boyfr iend, Seatt le

“You get overwhelmed. I th ink wh en you w alk into a

department store or Target, you don’t know where to

– wife, Chicago

Who knows you better than your browser history? Your significant other. And your significa

reveals that when you shop, you get emotional. Shopping can make us feel frustrated, ene

dominant, and overwhelmed.

To understand shopping and buying in today’s “omnichannel”

world, we spent lots of time talking with consumers to gain

directional insight before launching a quantitative survey.

Among the consumers we spoke with:

After speaking with consumers across the country, we drafted

a 50-question survey, which drew 561 respondents (67%

United States and 33% Canadian).

A grandmother on an Iowa farm who still uses a flip phone,but just got an iPad.

A new mom in Minneapolis who used to buy everything

online, but now buys exclusively at retail stores.

A Seattle husband who hates shopping. Unless it’s for

running shoes.


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I’m shopping for information

more than I am actuallybuying something.

I’m shopping by opinions –

yours, mine, his, hers …everybody’s opinion.

I shop and buy cool. Shopping is a hobby and I like

to have fun.

Shopping is a chore for me.

I’m looking to buy on the

most easiest, trusted path.

I get overwhelmed when I

shop. I want to take my time.

I expect the product and

shopping experience to be

top of the line.

I get easily frustrated when I

shop because I don’t get why

I need all these extra ways to

shop.

We found that consumers shop and buy using up to 8 different emotional mindsets. Some

shift between mindsets, depending on product category, while others use predominantly on

Most consumers are able to describe their shopping and buying strategies, but don’t talk d

about the emotional motivators behind their strategies.

We call these emotional motivators “modes.”

**% average distribution within North Ameri


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The key to creating purchase experiences that convert shoppers is t

craft shopping experiences connected to their emotional states. The

research that follows shows how emotional states of electronics sho

influence their shopping decisions in different channels.


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15%

26%

61% Want to Know Product Ava

43% See & Feel an Item In-Stor


20% Knowledgeable Sales Asso15%

13%

Security of Purchase Channel 59%

Free Shipping 68%

Ability to Quick Search and Find

Specific Item 32%


Free Shipping 63%

Free Return 46%


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Mode

Website 65% In-Store 61% In-Store 76%Home Delivery

54%In-Store 89%

On

Mobile13%

Advertising11%

Mobile18%

Home Delivery53%

Mail Return27%

Website56%

In-Store28%

In-Store61%

In-Store67%

In-Store77%

O

Digital Offline

Friends/Family17%

Website44%

In-Store63%

In-Store60%

In-Store84%


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Know-It-All

Avoid Remorse

Needs Validation

Decision Anxiety

Got to Be First

Want Some Fun

Buy and Be Done

0%

5%

10%

15%

20%

25%

30%

0% 10% 20% 30% 40% 50% 60% %

o f m o d e t h a t r e s e a

r c h p r o d u c t d e s c r i p t i o n

a n d k e y

f e a t u r e s

% of mode that researched price

Heavy Content Co

Balance of product

pricing infor

Focus on Product:Prioritize product

features over pricing

Focus on Shopping Experience:

Favors experiential over digital

content


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%

o f m o d e t h a t s h a r e d t h e

i r p u r c h a s e o n s o c i a l m e d i a

% of mode like to learn about new products through social media

Know-It-All

Avoid Remorse

Needs Validation

Decision Anxiety

Got to Be First

Want Some Fun

Buy and Be Done

0%

5%

10%

15%

20%

25%

0% 5% 10% 15% 20% 25% 30%

Influence Absorbers:

High participation withshopping experience

Influence Opinionated:

The product talker/sharers


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I’m overwhelmed when I shop. It takes time and effort in a store to

make decisions. I just want to sort through product options and take

my time. I don’t always know what information I may need or when I

may need it. I would rather have products delivered so that I can

spend time elsewhere instead of shopping in stores where I amstressed out.

When you are shopping with decision anxiety, you are feeling:

• Showcase easy ways to sort through diffe

• Have one-click sales person chat.

• Reassure that online shopping is a secure

• Emphasize delivery; make easy delivery o

the purchase.

My ideal shopping experiences are:

Mobile 12% Website 44% Website 37% In-Store 60% In-Store 84%Recom

Oth


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Mode profiles present a complete picture of an emotional mode, help

brands understand the different touch points and nuances that are k

characteristics of that mode. By using a profile, brands can optimize

purchase journey for the experiences that will connect with the custo

in their current emotional state.


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As shoppers become more and more exposed to unified shopping platforms, they will expe

just personalized experiences reflective of their demographic but experiences that resonatetheir emotional mindset. We believe that the 8 Emotional Modes will allow you to connect t

emotional side of shopping and identify shopping characteristics that can be used to optim

online and offline retail experiences.

Through our empathic understanding of key emotional drivers, we are providing insight into

types of emotions consumers commonly feel while shopping and how those states translat

key design features and content experiences. By targeting shoppers’ emotional states, braresonate across the purchase journey. The more we can connect with the needs, wants, an

behaviors of the shopping audience the more success we will have at creating purchase

conversion and deepening our relationship with the consumer.


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Ability Compare Prices 65%

Find a Unique Product 54%Social Media Promotion 40%


Free Shipping 63%

Free Return 46%15%

26%

61% Want to Know Product Ava


53% See & Feel Item In-Store

20% Knowledgeable Sales Asso

13%

20%


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Know-It-All

Avoid Remorse

Needs Validation

Decision Anxiety

Got to Be First

I’m Special

Want Some Fun

Buy and Be Done

0%

5%

10%

15%

20%

25%

30%

0% 10% 20% 30% 40% 50% 60% 70% 80% %

o f m o d e t h a t s h a r e d t h e i r p u r c h a s e o n s o c i a l m e d i a

High participation

with shoppingexperience

% of mode prefer to learn about new products through social media


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15%

27%

14%

9%

22% Family Fun-Time

22% Hates Sales People

50% See & Feel Items

53% See & Feel Item


Compare Prices 65%

Unique Product 54%

Social Media Promotion 40%

Security 76%

Free Shipping 63%

Free Return 46%


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Know-It-AllAvoid Remorse

Needs Validation

Decision Anxiety

Got to Be First

I’m Special

Want Some Fun

Buy and Be Done

0%

5%

10%

15%

20%

25%

30%

0% 10% 20% 30% 40% 50% 60% 70% 80%

High participation with

shopping experience

%

o f m o d e t h a t s h a r e d t h

e i r p u r c h a s e o n s o c i a l m e d i a



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20%

22%

13%

24%

61% Availability

43% See & Feel Item

53% See & Feel Item

20% Knowledgeable Sales As

Security 45%

Free Return 44%


Compare Prices 65%

Unique Product 54%



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Know-It-All

Avoid Remorse

Needs Validation

Decision AnxietyGot to Be First

I’m Special

Want Some Fun

Buy and Be Done

0%

5%

10%

15%

20%

25%

0% 10% 20% 30% 40% 50% 60% 70% 80%


shopping experience

%





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33%

25%

12%

24%61% Availability

43% See & Feel Item

53% See & Feel Item

20% Knowledgeable Sales Assoc

Security 59%

Free Shipping 68%

Find Specific Item 32%

Security 45%

Free Return 44%



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Know-It-All

Avoid Remorse

Needs Validation

Decision Anxiety

Got to Be First

I’m Special

Want Some Fun

Buy and Be Done

0%

5%

10%

15%20%

25%

30%

35%

40%

45%

0% 10% 20% 30% 40% 50% 60% 70% 80%


shopping experience

%





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17%

25%

19%

27%

61% Availability

43% See & Feel Item

62% Secure Transaction

41% Availability

14% Knowledgeable Sales Ass

Security 45%

Free Return 44%


Compare Prices 65%

Unique Product 54%



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Know-It-All

Avoid Remorse

Needs Validation

Decision Anxiety

Got to Be First

I’m Special

Want Some Fun

Buy and Be Done

0%

2%

4%

6%

8%

10%

12%

14%

0% 10% 20% 30% 40% 50% 60% 70% 80%

High participation

with shopping

experience

%





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15%

14%

21%

25%

61% Availability

43% See & Feel Item



41% Availability

Security 76%

Free Shipping 63%

Free Return 46%

Security 77%

Free Shipping 73%

Compare Prices 63%


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Know-It-All

Avoid Remorse

Needs Validation

Decision Anxiety

Got to Be First

I’m Special

Want Some Fun

Buy and Be Done

0%

2%

4%

6%

8%

10%

12%

14%

0% 10% 20% 30% 40% 50% 60% 70% 80%


shopping experience

%





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13%

19%



41% Availability

53% See & Feel Item


Security 59%

Free Shipping 68%


Compare Prices 65%

Unique Product 54%

Social Media Promotion 40% 21%

15%


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Know-It-All

Avoid Remorse Needs Validation

Decision Anxiety

Got to Be First

I’m Special

Want Some Fun

Buy and Be Done

0%

5%

10%

15%

20%

25%

30%

35%

40%

0% 10% 20% 30% 40% 50% 60% 70% 80%

High participation

with shopping

experience

%





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21%

29%

13%

10%


32% Availability

38% Hates Waiting

53% See & Feel Item


Security 45%

Free Return 44%


Compare Prices 65%

Unique Product 54%



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Know-It-All

Avoid Remorse

Needs Validation

Decision Anxiety

Got to Be First

I’m Special

Want Some Fun

Buy and Be Done

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

0% 10% 20% 30% 40% 50% 60% 70% 80%


shopping experience

%

o f m o d e t h a t s h a r e d t h e i r p u r c h a s e o n s o c i a l m e d i

a



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15%

29%

14%

19%



41% Availability

53% See & Feel Item


Security 45%

Free Return 44%


Security 76%

Free Shipping 63%

Free Return 46%


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Know-It-All

Avoid Remorse

Needs Validation

Decision Anxiety

Got to Be First

I’m Special

Want Some Fun

Buy and Be Done

0%

5%

10%

15%

20%

25%

0% 10% 20% 30% 40% 50% 60% 70% 80%

High participation

with shopping

experience

%




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17%

27%

61% Availability

43% See & Feel Item

53% See & Feel Item

20% Knowledgeable Sales As

Security 59%

Free Shipping 68%


Security 76%

Free Shipping 63%

Free Return 46% 14%

14%


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Know-It-All

Avoid Remorse Needs Validation

Decision Anxiety

Got to Be First

I’m Special

Want Some FunBuy and Be Done

0%

5%

10%

15%

20%

25%

0% 10% 20% 30% 40% 50% 60% 70% 80%


shopping experience

%




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10%

25% 61% Availability

43% See & Feel Item


19% Hates Salespeople

38% Hates Waiting

Security 45%

Free Return 44%


Compare Prices 65%

Unique Product 54%


18%

44%


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Know-It-All

Avoid Remorse

Needs Validation

Decision Anxiety

Got to Be First

I’m Special

Want Some Fun

Buy and Be Done

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

0% 10% 20% 30% 40% 50% 60% 70% 80%


shopping experience

%



Documents

SMITH POV 8 Modes of Shopping Report (2)