ASSINGMENT

#2
Digital Marketing: Technological
Presented By: Polina Burkova
Innovation in Service
 Summary
strengths weaknesses industry

cheap prices valued by long lines targeting at young

customers people
no motivation to use
recognizable brand website and app industry is growing

positive reviews unwelcoming, hectic offline purchases

atmosphere in the store prevailing
big variety of products
with decent quality choice of location is printing magazines and
important social media are main
touchpoints
CUSTOMER'S NEEDS

Affordable prices correspond

Big selection correspond

Convenient locations could be imporved

Fun products correspond

Fast shopping experience* could be improved

Clear section division could be improved

Sustainable products could be improved

Source: https://www.insiderintelligence.com/content/for-many-
Local products could be improved consumers-the-in-store-shopping-experience-still-has-flaws

*Respondents choose Normal for buying personal and home care, because it is faster to purchase there rather than in a supermarket
 Self-Checkout
One of the pain points for Normal customers were long lines. Respondents value when they can buy their necessities
quickly. Moreover, researches show that that pain point is leading among customers. That is why self-checkout kiosk might
be a solution.

TECHNOLOGY

A self-checkout kiosk is a computer with a

touchscreen display that lets customers buy items
without help from a staff member. The benefit of
using self-checkout kiosks is that customers can
purchase goods on their own without waiting for
an employee's assistance. Research shows that
66% of consumers prefer self-service options
rather than interacting with store staff. Self-
checkout kiosks automate the overflow of check-
out traffic, preventing stores from having an
Source: https://www.insiderintelligence.com/content/for-many-
consumers-the-in-store-shopping-experience-still-has-flaws excessive number of staff present after peak times
or forcing customers to endure long, frustrating
lines because there aren't enough staff members
available to help them.
Source: https://redyref.com/the-benefits-of-self-checkout-
kiosks/#:~:text=A%20self%2Dcheckout%20kiosk%20is,assistance%20of%20a%20staff%
20member.
 Pros Cons
decreased overhead costs require regular maintenance and supervision

Staff productivity increases as they are placed in areas higher error or theft than traditional cashiers
where they are consistently engaged in improving the
customers' experience machines expensive to install

efficient checkout process can lead to customers purchasing fewer items

Compared to traditional checkout counters, self-service Sources: https://edition.cnn.com/2022/07/09/business/self-checkout-retail/index.html

kiosks are smaller in size, which enables stores to

accommodate more checkout stations in a limited space

Source: https://www.insiderintelligence.com/content/for-many-consumers-the-in-store-shopping-
experience-still-has-flaws
 Normal App
Respondents either do not know about the store's app and website or never used them because of no value for them. The
other pain point is that the section division is not clear. The second most important criteria for personal care is skin
compatibility.

APP DESCRIPTION

Current app allows customers to earn and redeem

loyalty points for purchases made at Normal
stores. Customers can also use the app to browse
current promotions and discounts, locate nearby
stores, and receive personalized offers and
recommendations based on their shopping history.
Additionally, the app provides access to digital
receipts, allowing customers to easily track their
purchases and return items if necessary.
New app will have products list, their availability,
description and reviews. The last two are especially
important for personal care products. Another new
feature would be digital map for finding the item in
a store.
Source: https://apps.apple.com/fi/app/normal/id1371967496?l=fi
 Digital In-
store map
A digital map for stores works by providing a detailed layout
and location information of the store to customers via a
digital platform, such as a mobile app or website. The digital
map may include various features, such as interactive floor
plans, product search functionality, and real-time inventory
updates.

Customers can use the digital map to find the location of

specific products, departments, or services within the store.
They can also use it to plan their shopping route and
navigate the store more efficiently, reducing the time spent
searching for items and increasing the likelihood of a
positive shopping experience.

Source https://www.mappedin.com/industries/retail/
 Pros
A digital map can benefit various types of shoppers by
providing them with easy access to information about retail
store. With features such as category listings, AI-powered
search, and interactive 3D maps, shoppers can effortlessly
search, navigate, and explore all that your store has to
offer.
Limitations
The store might be too small for adopting the technology.
Therefore, the costs could outweight the advantages.
The stores should stick to the same layout and all changes
must be reflected in the app.

There is still a risk that users won't use the application.

It also offers flexibility and operational efficiencies to retail
stores and their associates. Normal partners can easily
update store layouts, product details, and stock The use of digital maps may raise privacy concerns among
information, which is then reflected in real-time on the shoppers, particularly if they are required to share personal
shopper-facing map. Additionally, the same interactive map information or location data in order to use the maps.
can be used by associates for tasks such as stocking shelves
and packing online orders.
Digital maps may rely on technology that can be prone to
Targeted messaging and promotions. malfunctions or errors, such as network connectivity
problems or software bugs. This can lead to frustration and
confusion for both customers and employees.
Gather retail customer insights.

Source: https://www.mappedin.com/blog/use-cases/retail/4-advantages-to-using-digital-maps-in-retail-
stores/
 Omnichannel
APP
The app would contain a new
list of products, their
availability at the branches,
reviews and characteristics.
Secondly, the app would
show the location of the
product on the shelf in the
store. Moreover, it could also
work as a scanner of
products for the self-
checkout. The information
gathered through the app
can help to customize the
offers and recommendations
based on customer's
behaviour.
WEBSITE
Similarly to the application,
the website would have new
features such as a list of
products, their availability,
reviews and characteristics.
The website could be also
adapted for better
recommendations for the
products in terms of skin or
surface compatibility for
personal care and home
products. The website would
give almost the same
opportunities as the app.
STORE
The brick store would obtain
the self-checkout in order to
eliminate the long queues.
With the app, the purchasing
experience would be
extended by new
technologies, such as self
scanner or digital map. The
rest of the store would
remain mainly unchanged.
There should be an attempt
though to make the isles
wider for people on a wheel
chair or for parents with
strollers.
SOCIAL MEDIA
Normal is currently posting
examples how to use some of
the products and updates
about newly opened
branches. Normal might as
well connect those
instructions via link to the
product on a web and/or app.
And the other way around,
by using QR codes in the
store and web/app which
lead to the video instruction
of the product. Instagram
and TikTok might be as well
used to inform about weekly
offers and all other changes
in the store. For example, the
self-checkout kiosk.
 App tools
GAMIFICATION
The app may also use gamification to engage
and motivate users by incorporating game-
like elements such as points, badges,
leaderboards, challenges, and rewards. For
example, users may earn points for
completing certain actions such as checking
in at a store or making a purchase. They may
also be able to unlock badges or levels for
achieving certain milestones or completing
specific tasks. Leaderboards may display top
users or teams, providing a competitive
element. Challenges may be offered to
encourage users to complete certain actions
or explore certain areas of the store. Finally,
rewards may be given to users for achieving
certain goals or milestones, such as discounts
or free products. All of these elements are
designed to make the shopping experience
more fun and engaging for users while also
encouraging them to interact with the app
and spend more time in the store.
AR (ALTERNATE REALITY)
the app may use AR to create a
virtual try-on experience for
clothing or makeup, allowing users
to see how the items would look
on them before making a
purchase. It may also use AR to
provide product information or
recommendations when users
point their device at certain items
in the store. AR can also be used
to create interactive games or
experiences within the store, such
as a scavenger hunt or interactive
display. Overall, the use of AR can
provide a more immersive and
interactive shopping experience
for users, while also helping them
make more informed purchasing
decisions.
 The store itself remains almost the same. The major difference
would be self-checkout kiosks. The space for them would be

Store layout partially taken from cash-desks and partially from the shelves.
The isles would be wider by using higher shelves in some
sections o the store.

Forced path layout shelves

One of the most well-known examples of a forced

entrance
path layout is IKEA's store design. It can be an
effective way to ensure customers become
familiar with your store and products, as long as
it's not too tiring. It's important to make your
products engaging by offering free samples or
personalized recommendations. This type of self-checkout
layout works well for showrooms, Walmart
stores, and other similar businesses.

+ exit

Enables Impulse Sales cashdesks

High Control Over Shopper Experience
self-checkout
-
Inconvenient
Not Ideal for High Traffic
Sources: https://zipinventory.com/retail-management/retail-store-layout.html
https://omni-pay.com/reads/retail/top-retail-store-design-layouts/

self-checkout
Objectives and Platform
According to the interviews, most of the Normal customers are mostly "value seekers" and "rational online shoppers" . New promotion
strategy might help to attract "social digital shoppers" and "digital shopaholics"

Campaign objectives Platform Measurements of succes

Instagram: Largest age group:25-34 (31.2%),

Enhance customer engagement 200,000 new downloadds of the app
with 18-24 close behind at31%

500,000 active users of the app (open at least

Build customer loyalty TikTok: Largest age group:10-19 (25%)
once a week)

*Decorative cosmetics users tend to be

Generate leads or sales 35 % increase in web traffic
younger, 32% are between the ages 18 and 29

*Normal is perceived as a fun brand for the

Inform about new store features 2 % increase in revenue
youth
 Content
The main message: We are all Normal people.
It is okay to make mistakes, the app and the web is there to help to choose the right product, inform how to use it, share
opinions of users and even where to find the item on a shelf.

ENTERTAIMENT
videos of funny or unusual
ways how to use the products
using the trends from TikToks
and Reels and adapting them
tricks and lifehacks
UTILITARIAN
SOCIAL
Videos on Reels and TikTok and
posts on Instagram
information how to use
different products
expert opinion about personal
care products
videos showing the challenges
in the app and how to use new
features
Social video "we are all Normal
people", stories of customers
and their connection with the
brand
Videos and posts with the
message that Normal wants to
make personal and home care
affordable to anyone
Once a month create a
workshop where professionals
make personal
recommendations for products
based on customer's skin type
 Content Examples
The main message: We are all Normal people.
It is okay to make mistakes, the app and the web is there to help to choose the right product, inform how to use it, share
opinions of users and even where to find the item on a shelf.

ENTERTAIMENT UTILITARIAN SOCIAL

Source: Source: Source: :

https://vm.tiktok.com/ZGJHoRxMe/ https://www.instagram.com/reel/Cg1y https://vm.tiktok.com/ZGJHokDJU/
uReg6p1/?igshid=MzRlODBiNWFlZA==
 Promotion
The paid ad campaign would be targeted via Meta advertising. The target audience profile would be:

KEYWORDS FOR SEARCH ADS PROFILE FOR TARGETING

cheap + *personal care Age: 15-29
product*, cheap + *cosmetic Gender: woman
brand*, Beauty bargains, Location: Finland
Discount personal care, Interests:
Affordable home products cycling,
Budget-friendly beauty fitness,
essentials, Everyday low food and dining,
prices, Value deals on healthy lifestyle,
personal care fashion and beauty
Behaviour: Mobile device user