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Presentation to the NAKU Conf., Helsinki, May 14, 2014, Dr. Phil Hendrix, immr
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1 Helsinki – May 14, 2013 © immr 2013
Is Shopping Broken?– Presentation to NAKU (Helsinki)
May 14, 2013
Dr. Phil HendrixDirector, immr and GigaOm Pro analystwww.immr.org 1 (770) 612,[email protected]@phil_hendrix
the Consumer Experience
Based on report:
2 Helsinki – May 14, 2013 © immr 2013
� Grading the Retail Shopping Experience†
� Consumer Experience (CX) End,to,End
� Mobile Impacts on CX†
� Consumer Motivations
� PEERSM Strategies
� Consumer Expectations
Overview
†Source: immr Shopping Survey n = 500 U.S. consumers
3 Helsinki – May 14, 2013 © immr 2013
Convenience Stores
Warehouse Clubs
Discount Stores
Grocery Stores
Drug Stores
Department Stores
Consumer Electronics
Home Improvement
Which Stores Are Consumers “Happy” with?
Source: immr Shopping Survey
4 Helsinki – May 14, 2013 © immr 2013
Which Stores Are Consumers “Happy” with?
1. Warehouse Clubs
2. Discount Stores
3. Grocery Stores
5. Drug Stores
6. Department Stores
7. Consumer Electronics
4. Home Improvement
Source: immr Shopping Survey *Convenience Stores not tested
Best
Worst
5 Helsinki – May 14, 2013 © immr 2013
How Happy Are Consumers with Retailers?
1. Warehouse Clubs
2. Discount Stores
3. Grocery Stores
5. Drug Stores
6. Department Stores
7. Consumer Electronics
4. Home Improvement
On Average:
1 in 4 “Very Happy”
Source: immr Shopping Survey
6 Helsinki – May 14, 2013 © immr 2013
1 in 4 “Very Happy”
53% “Very Happy”
vs.
How does that compare to Amazon?
Brick and
Mortar
Source: immr Shopping Survey
7 Helsinki – May 14, 2013 © immr 2013
Why Does this Matter?
8 Helsinki – May 14, 2013 © immr 2013
Why is Loyalty So Elusive?
9 Helsinki – May 14, 2013 © immr 2013
Discover Choose
BuyUse
CX = What Consumers Do
10 Helsinki – May 14, 2013 © immr 2013
End,to,End Consumer Experience
11 Helsinki – May 14, 2013 © immr 2013
End,to,End View of Customer Experience
12 Helsinki – May 14, 2013 © immr 2013
CX: Annoyances and Friction,less Aspects
†Source: immr Shopping Survey
13 Helsinki – May 14, 2013 © immr 2013
Mobile Improves Consumers’ Experience
14 Helsinki – May 14, 2013 © immr 2013
immr Shopping Study – Pt. 2
20 Mobile Apps
n = 500 Consumers
15 Helsinki – May 14, 2013 © immr 2013
Other immr Research Findings
62%“Try to buy things when
they are on sale, even if
it means waiting”
77%“Like to shop for
bargains”
58%“Like to browse in
stores, just to see what’s
new”
16 Helsinki – May 14, 2013 © immr 2013
Conclusion
17 Helsinki – May 14, 2013 © immr 2013
Consumers’ Motivations
MinimizingFriction
Tim
e
Annoyances
Uncert
ain
ty Cost
Bad o
utc
om
es
Ris
k
EnablingShoulds
Fit
ness
Savin
gs
So
cia
l
Gre
en
Ed
ucati
on
MaximizingWants
Fu
n
Fo
od
Accep
tan
ce
Avoid, minimize, or eliminate
“Satisfice” “Maximize”
En
tert
ain
men
t
Reco
gn
itio
n
“Good for You”(Resolutions)
18 Helsinki – May 14, 2013 © immr 2013
In the Ideal WorldI.
19 Helsinki – May 14, 2013 © immr 2013
Gears Often Aren’t Aligned
Gaps, disconnects and conflicts
20 Helsinki – May 14, 2013 © immr 2013
Symptoms of EDD† †(Engagement Deficit Disorder)
Showrooming
Returns
Churn Rate
Marketing $
Failure Rate
Uncertainty
Time
Risks
Costs
Indifference Regret
21 Helsinki – May 14, 2013 © immr 2013
“Terms of Engagement”
Right time
Relevant
Personalized
Rewarding
22 Helsinki – May 14, 2013 © immr 2013
Consumer Expectations
What
I Like
Who I
am… Where I
am
What’s
Nearby
What’s
going On
What I
respond to
What I’ve
bought
Where
I’ve been What
I need
Where
I’m going
Source: Dr. Phil Hendrix, How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing
Trusted Business Partners should know…
23 Helsinki – May 14, 2013 © immr 2013
Engaging Customers ���� PEERSM Strategies
†Securely, with full transparency
Reinforce
Surprise/Delight
Remove Frictions
Learn† &Adapt
24 Helsinki – May 14, 2013 © immr 2013
Digital Signals ���� Key to Personalization
25 Helsinki – May 14, 2013 © immr 2013
Using Metaphors to Innovate CX
26 Helsinki – May 14, 2013 © immr 2013
Additional Perspectives†
†Request copies at www.immr.org
27 Helsinki – May 14, 2013 © immr 2013
Bio – Dr. Phil Hendrix
Dr. Phil Hendrix
Director, immrwww.immr.org
+1 (770) 612,1488
@phil_hendrix
Dr. Phil Hendrix is the founder and director of immr, a research and advisory firm focused on
market opportunities afforded by new technologies, and an analyst with GigaOm Pro. He
specializes in helping organizations evaluate and capitalize on opportunities that are new to
customers and new to market. Dr. Hendrix has extensive experience uncovering customer
needs, identifying triggers and hurdles to adoption, and developing strategies that unlock
market opportunities, both B2C and B2B.
As an analyst, Phil focuses on mobile innovation and the implications for companies across
industries. He is a regular contributor at leading industry conferences, including GigaOm’s
Mobilize, Structure:Data, Street Fight (hyperlocal), ad:tech, iMedia Summit, Social Loco and
others. His current work focuses on mobile and its impact on consumer behavior, especially
shopping, M commerce and mobile payment.
As a consultant and advisor, Phil has led significant engagements with startups and Fortune
100 clients in mobile, consumer electronics, and related categories, including financial
services, transportation, insurance and others. He works closely with senior management
and project teams on key issues, including market sizing, segmentation, positioning, and
branding as well as innovation, user experience, and customer retention. Over the course of
his career, Phil has helped clients conceive and successfully launch dozens of new products,
services and businesses.
Before founding immr, Phil was a partner with DiamondCluster (strategy and technology
consultancy), founder and head of IMS (Integrated Measurement Systems), and a principal
with Mercer Management Consulting (now Oliver Wyman). He has held faculty positions at
Emory University and the University of Michigan, where he taught courses in marketing,
research, and buyer behavior for MBAs and executives. While at Michigan Dr. Hendrix also
held a joint appointment as a research scientist in the Survey Research Center, Institute for
Social Research.
Additional information on immr perspectives and reports prepared by Dr. Hendrix is available
at immr and Slideshare, with additional information available at GigaOm Pro.
28 Helsinki – May 14, 2013 © immr 2013
immr – Recent and Forthcoming Reports
� Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers†
� Engaging Connected Consumers – Strategies for Brands, Retailers and Local
Businesses†
� If Shopping is Broken, Can Mobile Fix it?†
� Raising the Bar – Mobile and Customer Loyalty†
� Social + Location + Mobile: SoLoMo Analytics and the Transformation of Shopping†
� How Consumers Are Using Local Search
� Mobilizing the Enterprise with Custom Mobile Solutions: Pt. 1 and 2
� The Promise of Hyperlocal: Opportunities for Publishers and Developers
� Tuning into Consumers’ Digital Signals
� How SoLoMo is Empowering Consumers, Transforming
Shopping, and Disrupting Advertising and Retailing
� Location – the Epicenter of Mobile Innovation†Forthcoming
29 Helsinki – May 14, 2013 © immr 2013
Appendix
30 Helsinki – May 14, 2013 © immr 2013
Are Retailers Delighting Consumers?
31 Helsinki – May 14, 2013 © immr 2013
Moments of Truth