10.10.nouveaux Parcours Achat

The new smart customers
How they really buy – And how we can address this
Carmen Fehrenbach & Axel Rösgen

euroIA 2010 – Paris – September 24th 2010
The New Smart Customer | euroIA 2010 – Paris | 1

http://www.flickr.com/photos/tao_zhyn/2450284882/
Axel Rösgen Carmen Fehrenbach
Sr. Information Architect Information Architect
Industrial Designer Psychologist

Focus on Computational Design Focus on Media Psychology

7000+
passionate people

30+
offices globally
connected

Multi-
DISCIPLINE

Clients

Agenda
!   About us
!   The new smart customers
!   How they really buy
!   Idea
!   Research
!   Decision
!   Purchase
!   After-purchase
!   How can we address this
!   Toolbox
!   Show time
!   Questions

THE NEW SMART CUSTOMERS

THERE ARE
MILLIONS

AND THEY ARE
ALL DIFFERENT

http://ken-jennings.com/blog/?m=200809
THE SHORTEST DISTANCE
BETWEEN TWO POINTS
IS NO LONGER
A STRAIGHT LINE.

$/$-)*)..
(*%)-).%
)+$!,$%("*
&"''(%')*%
What used to be this….
!"#$!%#
2(//1. !"#$%
-#.&)'-)/+ $/)'/ 2/30!+. *45)
0+#%')!, 1'/+. /0'#/%1
*.1'
#'.3 &#'()
/0'#/%
*+!%,

Is now this
.+'4-+#.
'#(%& ,3&+4"
/,."+)+4 #33
3&+4"
!"#$%&
%+23#$")
-,5")*!
+4) !&+3
6#%"0++5 +4-,4"
'#(%&
1+*(*0"
%+22"$%,#- 0*1)
,("2
."2+)
3$+.*%()
,4)!(+$"
/,"')
3+3
3$,4()#.
'#(%&)
(*(+$,#-
!&+3
+4)
'"0!,(" $"#.
$"/,"'!
$"#.
0-+7
/,"'
0#44"$
#.

Situations
Customers get in touch with brands in various situations –

be it relaxed at home or in a hurry while traveling. They
may live in a big city or in a small town where the next
retailer is miles away.

How customers really buy

16
The purchase path depends on different factors
CULTURE
urgency to buy the product

shopping infrastructure
personality
preferences
habits CIRCUMSTANCES
attitudes
everyday products
PRODUCT information-intense products
look-and-feel products

Spontaneous purchase
There are different ways to shop for products. Sometimes

we buy spontaneously, out of mere pleasure, not having
realized that we wanted to have such a thing before.
Sometimes we consider purchases more deeply: During the
considered purchase we spend some thoughts on what to
buy and we do some research beforehand.

http://www.flickr.com/photos/37504045@N00/237947864
Considered purchase: criteria
My new camera:
!   easy to carry around
!   takes great photos
!   telephoto and wide-angle lens
!   manual shutter speed and
aperture
!   rechargeable, but also works
with normal batteries

Research process
!  visited small stores and big chain retailers

!  spoke to staff and tested in-store
!  read consumer magazines
!  spent 10 hours online: price comparison,
manufacturer websites, product details online
!  borrowed a camera and tested it
!  blogged about the experiences
20
Decision & purchase

After-purchase
!  Used and evaluated the camera

!  Recommended the camera to
others online or in real life
!  Stayed in touch with the brand
and the retailer

The purchase process
Idea
After-
Research
Purchase
Purchase Decision

Purchase paths
&'()' -."'$"/%
0/)+,(*%
)%*%()+, )%*%()+,
!"#$"% '(#$
%&#$
!"#$
(%#$
*'#$
)(#$
!11#$"%
Forrester 2009, Depicting European Shoppers’ Complex Purchasing Decision Path

The purchase process: Idea
Idea
After-
Research
Purchase
Purchase Decision

http://www.flickr.com/photos/kubina/1497679352/
Need identification
How did you get the idea for the purchase?
I needed it. 49%
I wanted to have it (for a long time) 39%
The old one was broken / is quite old 21%
I saw someone else with it 8%
I saw it in a store / shop window 6%
I saw an online advert 4%
I saw an offline advert 4%
0% 10% 20% 30% 40% 50%
SapientNitro online survey August 2010

Specificity of product vision
How specific was your initial idea of the product in your opinion?
30%
My criteria:
25%
!   easy to carry around
!   takes great photos
20% !   telephoto and wide-angel lens
!   manual shutter speed and
aperture
15% !   rechargeable, but works also
My criteria:
with normal batteries
!   a good camera
10%
5%
3% 3% 7% 10% 28% 21% 29%

0%
not at all 2 3 4 5 6 very specific
specific

The purchase process: Research
Idea
After-
Research
Purchase
Purchase Decision

http://www.flickr.com/photos/andercismo/2349098787/sizes/l/in/photostream/
Product types Consumer electronics
Computer hard- &

Travel software
Mobile phone or
accessories
Clothing and footwear

Media and leisure
Furniture
Beauty, cosmetics
Food
and health The New Smart Customer | euroIA 2010 – Paris | 29
Information gathering

Computer hard- and software
Online reviews
Manufacturer's websites
Product ratings
Compare descriptions
Price comparison engines
Looked at products in-store
Online test results
Spoke to others
Advise from staff
Ordered online and tested
Description of resellers
Consulted forums / chats
Borrowed from others and tested
Trade or consumer magazines

It is about information
Hotline
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Clothes and footwear
Product ratings
Online reviews
Advise from staff
Spoke to others
Online test results

It is about look and feel
Hotline
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Travel
Online reviews
Product ratings
Online test results
Hotline
Spoke to others

It is about price
Advise from staff
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

More online information gathering
What else did you do to be able to make your decision?
I searched department stores I emailed the Browsed the Dell

online to see where I could find reseller asking for Outlet store and
the same boots for the best further detail on signed up for their
price. (Bought Frye Boots.) the product. offers program.
(Bought herb pots.) (Bought a laptop.)
I compared which websites had
free shipping. (Bought a stand I looked at different aggregators
for gardening equipment.) websites (Expedia and Opodo). Their
user experience is different and it gave
I watched for Video reviews on me information to refine my results.
e-mail deals Youtube is super (Bought flight London-Sydney.)
from airlines, helpful. (Bought
specifically printer/scanner/ I watched the product and similar
spirit air. copier.) products on eBay auctions to compare
(Bought a price difference for new vs. used
travel.) products (Bought a Therm-A-Rest
camping matress.)
More offline information gathering
What else did you do to be able to make your decision?
I created a list of all my

options - prices, dates,
places covered and
I got home demos from prioritised them. (Bought a
manufacturers (Bought holiday to Jordan.)
home water purifier
system.) I also photographed the
products and scanned the
Watched television shows barcodes to locate pricing on
dedicated to gadgets and the web that could beat the
mobile phones. (Bought an physical store. (Bought
HTC Desire.) socks.)
Open Question in SapientNitro online survey August 2010

45%
SapientNitro
of respondents to the Consumer Commerce online survey August
Barometer study2010
sometimes check availability online before going to the store.
Consumer Commerce Barometer 2010

23%
of respondents to the Consumer Commerce Barometer study
have taken printouts of product information to the store.

80%
of smart-phone owners in our survey have used their
mobile phone in-store to retrieve product information.

Dark figure
Some respondents also reported to have taken photos
in fitting rooms to continue their research online later.

39
http://lh3.ggpht.com/_eN9tzgso-m0/S3k81g8DNQI/AAAAAAAAIpY/fwN9hLEpEaY/s720/F.P.HoseNeu3.JPG
Dark figure
On the internet consumers also blog their pictures to
share their experiences and get other people’s opinions.

http://lealoves.blogspot.com/2008/07/akute-shoppingunlust.html
The purchase process: Decision
Idea
After-
Research
Purchase
Purchase Decision

http://farm1.static.flickr.com/172/378441879_621a7c7782_z.jpg?zz=1
Ease of decision: Products
100%
90%
80% easy to decide

70%
60%
50% so so
40%
30%
20%
difficult to decide
10%
0%
ies ics l
ear r sur
e
n o me it ur
e are ave
otw ces
so e i
ect
r o
&H ur
n
sof
t w T r
/ f o
ac a &L el s e F &
ing or i er ou -
t h e M ed m H ard
n u h
C lo pho ons u ter
e C p
o bil C om
M
easy to decide medium difficult to decide

Most helpful for making a decision
Price comparison
engines
To see and test
the product Personal recommendations
and advice from friends and
Chats and Forums family
Reviews and Trust in Product In-store

Ratings comparison demo
the brand
Advice from Consumer
store staff Demo videos
magazines
Calling Detailed
Good pictures from
customer care. product
multiple perspectives.
information

The purchase process: Purchase
Idea
After-
Research
Purchase
Purchase Decision

http://www.flickr.com/photos/srs0001/4562512283/
Reason for purchase channel
Online Offline
The best price. I could see and

test the product.
Ease of delivery.
Great assistance by staff.
No pressure by sales people. No delivery times, I don’t have to wait.
It was not available in-store. It was the easiest. It was the closest.
Avoided the lineups.

24 / 7 It was on sale. I had a voucher.
I had a voucher. I got a discount.
More choice.
In India: So I know what I get.

90%
of respondents in the Sapient internal study report that
they have already used price comparison engines.

24% find arranging suitable
delivery times difficult.
42% find returning items

inconvenient.
38% think that shipping

cost is too expensive.

https://www.dpd.com/de/content/download/763/7406/image/DPD_Bildmotiv_Zustellung_2C_02.jpg
23%
have already reserved an item online
and picked it up in-store.

http://www.flickr.com/photos/brackch/4351273998/
The purchase process: After-purchase
Idea
After-
Research
Purchase
Purchase Decision

http://www.flickr.com/photos/sambhusankar/4218337610/
After purchase
Have you ever done one of the following… ?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Rated a product
Rated a service
Written a service review
often
Written a product review sometimes
once or twice

The purchase process: Lessons learned
Intrinsic triggers.
All you need to do is make them stay!
Idea
Engage your customers and
make them help you.
The right formula for
After- every product – be it
Research information, mood,
Purchase
look & feel or ratings
Bring the information of

Trust. Purchase Decision both worlds together to
Good prices. enable decision making
Fast and flexible delivery.

How can we address this?

CREATE RELEVANCE

Golden circle
Why?
How?
What? by Simon Sinek

Continuous process

Toolbox

http://www.flickr.com/photos/ctreadway/3607458841/
KNOW YOUR SYSTEM AND
PROCESSES

A great team
*0#".
!"#$%&'() /01.2(&
8#0+6&'"3 9#$6)
42)&1560,76$#&'1") 9&106
42)&1560,-<=60'6"(6
*'$$'"3 :0#"(;')6
*#(+,-". >13')&'()
41"&6"&
KNOW YOUR CUSTOMERS

Well known sources
Surveys
Interviews
Customer
segmentation
Focus Groups
Testing
Field studies

Web analytics
Web analytics helps you to

understand the behavior of your
customers: Know where they come
from, track the buzz around your
brand, products or services on
Twitter, check if your conversion
funnel works well.

MODEL THE EXPERIENCE

Personas
Extend your Personas: Think about

their online behavior and their
touchpoints with your brand: This
could be local retailers, the call
center or your Facebook page –
they will always leave their marks
and shape the brand experience.

Customer journeys

Buckminster.be
More deliverables
Mental Model Experience Map
Service Blueprint Touchpoints Matrix

Show time

http://www.flickr.com/photos/st3f4n/2769915203/
BE HONEST

Shared customer experience
Juicystar01 has nearly 500,000 subscribers and

over 25 million channel views on YouTube.
She presents the results of her latest shopping tour
on YouTube in short videos – a user generated
product test channel.

Integrate the user
Talbots.com integrates user generated content on

their website: Users provide stories on the
products and situations in their life
Won Best in Class award for eCommerce @

interactive media awards 2010 Q2.

IT’S ABOUT
CUSTOMER EXPERIENCE

Share happiness
Award-winning ice ‘vending’ machine for

Heart brand (better known as Wall’s or
Langnese in local markets):
Smile and you get an ice cream for free!
Probably not the best way to make

money, but very effective to create happy
customers who share their experiences
with your brand on Facebook and among
their friends.
71
CONNECT THE CHANNELS

This is a music video
Music video for the spring summer

collection of Diesel and also the entry
point for the online shop.
Hovering on the people reveals

interactive elements. Clicking on those
opens a preview of the respective item.
Created by Anomaly and Stink Digital

http://www.diesel.com/ahundredlovers/
Put it in the right place
Future vision by Notion Design

Interactive experience on a device that
suits best the customer’s current
situation.

http://www.designbynotion.com/metamirror-next-generation-tv/
Extend your offline store
Create an online presence of an offline store.

This can be achieved by creating a white label
solution that is later branded by the local
retailer. The solution can be used online or as
self service kiosk in store.
In contrast to pure online shops provide

additional information, e.g. on your special
focus. Your online recommendations and
reviews will be experienced as coming from a
renowned and trusted expert your clientele
knows from real life. Furthermore provide
local activities to tie the customer to your store
(e.g. readings). Make him return not only
because of the content he can purchase - he
could do that also at Amazon.

http://www.flickr.com/photos/macinate/2016365041/
Your online team
This could be your online team. It’s important

for your staff to know both worlds. Use your
staff as a direct feedback channel to your
online self service system.
http://www.flickr.com/photos/bike/3983843569/
IN STORE EXPERIENCE

Intelligent signage
A short user journey

A customer walks by the store front and
discovers an interactive ‘window’ with product
information on featured products – 24 hours a
day / 7 days a week.
© 2010 SapientNitro and Designaffairs
Interactive mirror
A short user journey (continued)

She finds a jacket and has a look at herself in a
mirror. She swipes the badge of the jacket on
the mirror and gets information on the item
and on related articles. She tries on one of the
suggested trousers. Unfortunately it is too big
but the correct size is available in the online
store. She adds the trousers to her virtual
shopping basket.

Mood box
A short user journey (continued)

In the changing room she is provided with
different ambiences. She finds herself
immediately transferred into her next hiking
trip in the mountains.

CONTEXT IS KING

Augment your information
Which items fit in this bag?

taschenkaufhaus.de not only shows the
measurements of the bag but also views from
different angles and the bag in context with a
person’s silhouette, so the customer can
understand the size relations.

http://www.taschenkaufhaus.de/
Provide contextual tools
Ionos’ Mobile app for iPhone and Blackberry focuses on the special context of a
person at an airport. The user can retrieve information that is relevant in this
situation, such as flight status and real-time change alerts, parking lot
availability, gate information and maps, security waiting times and
concessionaire listings (including user ratings). The user can also retrieve
information on ground transportation options, baggage claim locations and local
weather conditions, which become relevant after arriving at the destination.
Ionos: Mobile app for iPhone and Blackberry

TRACK CONVERSION

Web analytics
Vouchers available online bring your customers

into the store and allow you to track online-to-
offline conversion: A unique QR code on the
detail page of a certain product can be saved as a
bookmark. Revealed in store the customer gets a
free cup of coffee with some cookies in return –
and you know what website the customer visited
at home that made him come here.
http://www.flickr.com/photos/arcadiaphotographicuk/4883308302/
Smart targeting
Smart Targeting by SDL Tridion matches search
terms used by visitors to display relevant results.
Thus you know where your visitors come from – be
it Google, Facebook, Twitter, your search marketing
campaigns or affiliate websites – and enables you to
create an intelligent and dynamic CMS.

http://www.flickr.com/photos/davepearson/537557306/
Wrap up

Wrap up
Know your customers and their current situation
Know their needs in each phase of the purchase process
Know your system and processes
Focus on the why and create relevance for the customer
Align your information and offerings
Connect the channels and track the paths
Create a connected customer brand experience

Sources and recommendations
!   Books
!  Underhill, P. (2008). Why we buy: The science of shopping. Simon & Schuster.
!  Schwartz, B. (2005). The Paradox of Choice: Why More Is Less. Harper Perennial.
!   Reports and studies

!  Fehrenbach, C. & Rösgen, A. (2010). How the customer really buys. Sapient internal
online survey on consumer behavior (internal resource).
!  Camus, L., Freeman Evans, P., Klevchuk, O. & McGowan, B. (2009). Depicting
European shoppers' complex purchasing decision path. Forrester.
!  Freeman Evans, P., Camus, L. & McGowan, B. (2010). Trends 2010: European retail
eBusiness and channel strategy. Forrester.
!   Online resources
!  Consumer Commerce Barometer: consumerbarometer.eu
!  Sinek, S. (2010). The Golden Circle
TED presentation: http://www.startwithwhy.com/#video1

THANK YOU!
www.sapientnitro.com
Twitter: @sapientnitro
facebook.com/sapientnitro
aroesgen@sapient.com
cfehrenbach@sapient.com

10.10.nouveaux Parcours Achat

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

10.10.nouveaux Parcours Achat

Uploaded by

Copyright:

Available Formats

The new smart customers

How they really buy – And how we can address this

Carmen Fehrenbach & Axel Rösgen

The New Smart Customer | euroIA 2010 – Paris | 1

Industrial Designer Psychologist

The New Smart Customer | euroIA 2010 – Paris | 2

The New Smart Customer | euroIA 2010 – Paris | 4

The New Smart Customer | euroIA 2010 – Paris | 5

The New Smart Customer | euroIA 2010 – Paris | 6

The New Smart Customer | euroIA 2010 – Paris | 7

The New Smart Customer | euroIA 2010 – Paris | 8

The New Smart Customer | euroIA 2010 – Paris | 9

The New Smart Customer | euroIA 2010 – Paris | 10

The New Smart Customer | euroIA 2010 – Paris | 11

The New Smart Customer | euroIA 2010 – Paris | 12

The New Smart Customer | euroIA 2010 – Paris | 13

The New Smart Customer | euroIA 2010 – Paris | 14

Customers get in touch with brands in various situations –

The New Smart Customer | euroIA 2010 – Paris | 15

The New Smart Customer | euroIA 2010 – Paris | 16

urgency to buy the product

The New Smart Customer | euroIA 2010 – Paris | 17

There are different ways to shop for products. Sometimes

The New Smart Customer | euroIA 2010 – Paris | 18

The New Smart Customer | euroIA 2010 – Paris | 19

! visited small stores and big chain retailers

The New Smart Customer | euroIA 2010 – Paris | 20

The New Smart Customer | euroIA 2010 – Paris | 21

! Used and evaluated the camera

The New Smart Customer | euroIA 2010 – Paris | 22

The New Smart Customer | euroIA 2010 – Paris | 23

Forrester 2009, Depicting European Shoppers’ Complex Purchasing Decision Path

The New Smart Customer | euroIA 2010 – Paris | 25

I needed it. 49%

I wanted to have it (for a long time) 39%

The old one was broken / is quite old 21%

I saw someone else with it 8%

I saw it in a store / shop window 6%

I saw an online advert 4%

I saw an offline advert 4%

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

SapientNitro online survey August 2010

3% 3% 7% 10% 28% 21% 29%

SapientNitro online survey August 2010

The New Smart Customer | euroIA 2010 – Paris | 28

Computer hard- &

Clothing and footwear

SapientNitro online survey August 2010

Price comparison engines

Looked at products in-store

Online test results

Advise from staff

Ordered online and tested

Consulted forums / chats

Borrowed from others and tested

Trade or consumer magazines

SapientNitro online survey August 2010

Price comparison engines

Advise from staff

Ordered online and tested

Online test results

Consulted forums / chats

Trade or consumer magazines

!  visited small stores and big chain retailers

!  Used and evaluated the camera