Dreaming, Exploring, Locating: Understanding the new customer journey

1DREAMINGEXPLORINGLOCATING

UNDERSTANDING THE NEW CUSTOMER JOURNEY

SHOPPERMINDSTATES

ExperienceBrand

Experience Signatures™3

DreamingNo specific purchase intent

ExploringPurchase intent in the category

LocatingSpecific product or service

ExperiencingPost-purchase using product or service

Through proprietary research, FITCH has identified 4 universal ‘shopper mindstates’ (DELE) that characterise their behaviors.

Experience Signatures™ | Shopper Mindstates4

MINDSTATESDREAMINGBE INSPIREDLEARNINGHAVING FUN

I WANT TOGET FITTER

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MINDSTATESEXPLORINGBROWSE EASILYMORE INFORMATIONNARROW CHOICES

I WANT A PAIR OF TRAINERS FOR RUNNING

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MINDSTATESLOCATINGEASY TO FINDUSEFUL REMINDERSREASSURANCE

I WANT A PAIR OF NIKE FLYKNIT BLUE SIZE 8

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MINDSTATESEXPERIENCINGCARE AND ADVICEACTIVE COMMUNITYGETTING MOST OUT OF PURCHASE

I WANT TO GET THE MOST OUT OF MY RUNNING

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DreamingNo specific purchase intent

ExploringPurchase intent in the category

LocatingSpecific product or service

ExperiencingPost-purchaseUsing product or service

The retail imperative.These drive new the shopper journey and related success metrics.

Drives: Traffic Trial Transaction Satisfaction

Being inspiredLearning

Having fun

Browse easilyMore informationNarrow choices

Easy to findUseful reminders

Reassurance

Care and adviceActive communityGetting most out

of purchase

Experience Signatures™ | Shopper Mindstates9

EXPERIENCESIGNATURESVIVID Homes China

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Love where you liveSeamless Retail experience - VIVID Homes by B&Q

We believe everyone can have better

lives through better homes. And VIVID

Homes has a better way to make that

happen.

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Experience Signatures™ | Vivid Homes30

Experience Signatures™ | Vivid HomesShopping process

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Experience Signatures™ | Vivid HomesSave and share ideas to online moodboard and forum

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Experience Signatures™ | Vivid HomesShanghai Store

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Experience Signatures™ | Vivid HomesVIVID Coaches

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Experience Signatures™ | Vivid HomesGet started

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Experience Signatures™ | Vivid HomesGet started

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Experience Signatures™ | Vivid HomesBrowse the Dreamhome apartment

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Experience Signatures™ | Vivid HomesCollect ideas with an interactive card

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Drag ideas from the mood board to see them instantly visualised in a typical 3D

apartment model with an approximate cost.

Experience Signatures™ | Vivid HomesSee your ideas with a cost estimate

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40Experience Signatures™ | Vivid HomesBuild your home layer by layer

Experience Signatures™ | Vivid HomesTry it on for size with a VIVID Coach

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When the plan is complete customers are given VIVID gold tickets to invite friends and family to ‘Premiere their home’ at an exclusive VIP screening. Here the customers get to experience their future home in an immersive projection ‘cube’ before it’s built.

Experience Signatures™ | Vivid HomesInvite friends and family to Premiere your home

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Experience Signatures™ | Vivid HomesPremiere your home in 4D before its built

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Experience new homes in 4D before they are builtSeeing is believing – maximise sales conversion for the complete scheme

Experience Signatures™ | Vivid HomesTrack builders progress with the Pocket Coach APP

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Seamless Retail™ | Experience SignaturesHow to use your new home with Home passport

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Seamless Retail™ | Experience SignaturesSave and manage with the VIVID project

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Experience Signatures™ | Vivid Homes

DREAMING EXPLORING LOCATING EXPERIENCING

P

H

D

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P

H

D Save & share to online mood

board & forum

See ideas with a

cost estimate

4D simulation of home before its

built

Be your home expert

with a VIVID Coach

Track project & how

to use new home

Try it on for size with

a VIVID Coach

Spokesperson & home health

checks

Trusted products &

Fit out Crew

Collect ideas in the

Dreamhome

Customise choices

and fit home to you

Move in to new home

experience

Build home layer by layer

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P

H

D Save & share to online mood

board & forum

See ideas with a

cost estimate

4D simulation of home before its

built

Be your home expert

with a VIVID Coach

Track project & how

to use new home

Try it on for size with

a VIVID Coach

Spokesperson & home health

checks

Trusted products &

Fit out Crew

Collect ideas in the

Dreamhome

Customise choices

and fit home to you

Move in to new home

experience

Build home layer by layer

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P

H

D

TRAFFIC

Increase in:• Awareness and authority

• Connected online

and in store traffic

TRIAL

Increase in:• See your ideas trial

• Planning sessions

TRANSACTION

Increase in:• Coach sessions• Project sign ups and value

SATISFACTION

Increase in:• Customer satisfaction

• Staff survey and retention

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Experience Signatures™ | Vivid Homes51

Dreaming, Exploring, Locating: Understanding the new customer journey

Retail

Transcript of Dreaming, Exploring, Locating: Understanding the new customer journey