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new research finding by @David_Rogers Very relevant for #servicedesign davidrogers.biz/blog/new-resea… #retail #mobileshopping

new research finding by @David_Rogers Very relevant for #servicedesign davidrogers.biz/blog/new-resea… #retail #mobileshopping | Emotional Design | Scoop.it

I am delighted to release the results of a new global study on the impact of smartphones on shopper behavior in retail stores — “Showrooming and the Rise of the Mobile-Assisted Shopper.” (Download here.)

(Bloomberg BusinessWeek is reporting our findings this morning.)

As brick-and mortar stores continue to struggle with the rise of “showrooming” consumers – those visiting a store to see a product, but purchasing it later online – our research reveals concrete steps that retailers can take to entice consumers armed with mobile devices to make purchases inside their store walls.

With my co-authors, Matthew Quint and Rick Ferguson, we were able to survey the behaviors and motivations of 3,000 leading-edge consumers in 3 countries, who represent the “omni-channel” future of retail.

Our findings contradict many of the common assumptions about the threat of “showrooming”, and reveal five distinct segments of mobile-assisted shoppers. We also identify clear opportunities for retailers to engage and retain these tech-savvy customers.

The Truth about Showrooming & Mobile-Assisted Shoppers

M-Shoppers are already mainstream: 21% of consumers in the US, UK, and Canada are “M-Shoppers,” using mobile devices in stores to assist their shopping experience.It’s not just the Millennial Generation: Contrary to popular belief, 74% of M-shoppers are older than 29 years old.Mobile devices can actually improve the chances of an in-store purchase: Over 50% of M-Shoppers are more likely to purchase a product in-store when their mobile device helps them get online reviews, information, or trusted advice.Price isn’t always the most important factor: Although “price checking” is the number one action of M-Shoppers, convenience, urgency, and immediacyare the top three reasons why M-Shoppers will buy in-store even if they find the same product cheaper online.Loyalty programs are worth more than just their points: 48% of M-Shoppers say that being a member of a store’s loyalty program makes them more likely to purchase products in-store, despite equal or cheaper prices online.

Luring Back the Five Segments of Mobile-Assisted Shoppers

Our research found that there are five distinct types of mobile-assisted shoppers and uncovered clear opportunities for retailers to engage and retain the business of these tech-savvy customers. (See chart below.)

 

The Exploiters – “premeditated about lower prices”: It would be easy for retailers to write off the Exploiters as a lost cause. But the best opportunity for retailers to win their business may simply be to improve the store’s website. When Exploiters see a product on the shelf and pull out their mobile device, they are nearly as likely to search for it on the store’s own website as on a competitor’s site (69% vs. 77%).The Savvys – “calculating, but persuadable”: Although they currently represent only 13% of mobile-assisted shoppers, Savvys are the ripest target for retailers to try out new offers and experiences in the mobile space. They are simultaneously more digitally-savvy, more willing to sign up for loyalty programs, and more likely to be motivated by a range of retailer offers and rewards.The Price-Sensitives – “don’t plan, but always opt for deals”: Price-Sensitives use their devices in stores periodically, but not as consistently as the other segments. Often, the right in-store experience will be enough to earn the Price-Sensitives’ business. Their mobile devices may be with them, but still remain in their pockets and purses.The Experience-Seekers – “value the best experience, not just price”:As the largest of all the segments, Experience-Seekers point to the opportunity for retailers to engage customers on their mobile devices in non-financial ways, with opportunities to comment, provide ratings, etc. And they demonstrate why retailers still need to invest in providing a unique and compelling in-store experience.The Traditionalists – “prefer the in-store shopping experience”:These shoppers are committed to purchasing in-store, making them the least threatening segment of mobile-assisted shoppers for retailers. They are open to interacting with retail stores on their mobile devices, whether by website, store app, or even scanning a QR code. But, they are currently using their devices mostly to consult on purchases with friends and family.

Today, retailers know they are operating in a new world where the shopper in your store with a smartphone has access to every competing outlet and offer. But they are not powerless. To survive, it is critically important that retailers understand the real impact of smartphones on shopper behavior, which will allow them to shape a retail experience that gives mobile consumers a reason to buy in a brick-and-mortar store.

Download the full report at http://j.mp/Mshoppers


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Emotional Design
Emotional Design
User Experience (UX), Emotional Design, Branding, NLP, User Interface (UI), Music, Psychology, Emotional Affects, Social Media, PET Design
Curated by Alexis Brantes
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Rescooped by Alexis Brantes from Designing design thinking driven operations
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It's not the price, stupid. It is the value (proposition)

It's not the price, stupid. It is the value (proposition) | Emotional Design | Scoop.it
Concentrate less on the product and more on the value you create for your customers. The customers care for the value proposition and how you fulfill it.

Via Fred Zimny
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Jamie Clouting and Chris Bush, Introducing (PET™) Design Theory; "Persuasion, Emotion and Trust" - YouTube

Jamie Clouting and Chris Bush, Sigma UK, cover the principles of Persuasion Design, or PET™ Theory, as Human Factors International defines the subject. They ...

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Do you know the principles of Persuasion Design, or PET™ Theory?

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▶ Science Of Persuasion - YouTube

Dr. Eric Schaffer talks about the importance of developing a UX strategy. More information on HFI here; http://www.humanfactors.com/project/strategy_and_inno...
Alexis Brantes's insight:

La Ciencia de la Persuasión :)

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Entrevista: Marco Van Hout (Emotion-Driven Design)

Entrevista: Marco Van Hout (Emotion-Driven Design) | Emotional Design | Scoop.it
Marco Van Hout es un apasionado Diseñador holandés e Investigator con más de 13 años de experiencia. Especializado en “Emotion-Driven Design”, Proceso...
Alexis Brantes's insight:

Chicos, les comparto esta entrevista a mi viejo amigo Marco van Hout, Experto apasionado por el Diseño y las Emociones, quien tiene un visión muy interesante (Emotion-Driven Design)

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User Experience and Design Process for Startups

User Experience and Design Process for Startups | Emotional Design | Scoop.it
Developing product at a startup can be hard: there are often severe time constraints, resources are limited, and there is constant pressure from stakeholders to get your product to market. Many companies believe that for these reasons it's impossible to get a product design workflow in place – it would simply take too much time. It is precisely because of these constraints that it is so important to get a repeatable process in place early on. If your team focuses on describing your user experience through stories and sketches, as opposed to full fledged mock ups of a single screen of your interface, then the odds increase that they can ship a product that delights your customers, reduces engineering cost because a clear specification of product requirements exists at the outset, and your stakeholders will be happy because your team ships a better product more frequently. This route starts the process by describing why your team should focus on user stories from the outset, segues into an outline for a great process for startups developed by Jake Knapp of Google Ventures Design Studio, and finishes with some tips on validating your designs with users.
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Natural Landscapes Turned Surreal by Artificial Light

Natural Landscapes Turned Surreal by Artificial Light | Emotional Design | Scoop.it
Barry Underwood’s work draws inspiration from his background in theater, his interests in art history, and the ecological and social history of specific environments. He has also been fortunate to spend a significant amount of time at artist residencies where he has created photographs of landscapes lit by both natural...
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Lean UX vs. Agile UX - is there a difference?

Lean UX vs. Agile UX - is there a difference? | Emotional Design | Scoop.it
Lean UX vs. Agile UX dispute became popular reason of fights between designers all over the world. Nothing to fight for! I explain the difference.
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User Experience Guidelines You’re Overlooking - UX Motel

User Experience Guidelines You’re Overlooking - UX Motel | Emotional Design | Scoop.it
Enter Now and Discover the User Experience Guidelines You're Overlooking on Your Resource for UX Information, News, and Articles.
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Living With Complexity - YouTube

(April 8, 2011) Don Norman speaks about complexity in everyday life and how design helps us understand and cope with complexity. Norman gives many examples o...
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"Why do we need complexity? Because what we really want is understanding, so, it's about design."

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The Longest Lasting Emotions In Customer Experience - Forbes

The Longest Lasting Emotions In Customer Experience - Forbes | Emotional Design | Scoop.it
The Longest Lasting Emotions In Customer Experience. Recent research published in the journal: Motivation and Emotion shows which emotions last the longest and why. We explore what this means for customer service and customer experience leaders.

Via beyondthearc
Alexis Brantes's insight:

Emociones en Forbes :)

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Laura Gruici's curator insight, December 1, 2:36 PM

What someone ruminates over holds the emotion longer.  Sadness is the longest held emotion, however joy is pretty close.  What do we do to follow-up to keep the participant thinking in the right direction?

Paula King, Ph.D.'s curator insight, December 2, 10:34 AM

Cool research.  My experience with customer experience confirms this study.  

Florence Rigneau's curator insight, December 11, 8:02 AM

Pour établir votre proposition de valeur, viser à solutionner les "pains" de vos clients en priorité car les émotions de tristesse, haine, anxiété, déception et désespoir persistent plus longtemps que la plupart des autres émotions.

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Beyond Usability: Designing Web Sites for Persuasion, Emotion, and Trust :: UXmatters

Beyond Usability: Designing Web Sites for Persuasion, Emotion, and Trust :: UXmatters | Emotional Design | Scoop.it
For companies and designers, persuasive design changes virtually everything about planning a Web site. Standard usability research and testing are often no longer adequate. Persuasive design is fundamentally more qualitative, deep, and subtle than usability.
Alexis Brantes's insight:
When we understand the ux as a basic level, our next stet is design for persuasion
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The Neuroscience Of Emoticons

The Neuroscience Of Emoticons | Emotional Design | Scoop.it
Yes, there is one. :-
Alexis Brantes's insight:

El contenido de nuestro Taller "Diseño, emociones y sistemas:interacciones humanas" hace mucho sentido a lo que hoy Co.Design plantea en su articulo.

 

Paso a paso avanzamos en esta propuesta ;)

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Synesketch: Textual Emotion Recognition and Visualization Software - YouTube

http://www.synesketch.krcadinac.com Synesketch is textual emotion recognition and visualization software. It is an engine and a library (Java API) based on t...
Alexis Brantes's insight:

Hermosa interacción!!!

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The Emotional Involvement Behind Social Media Interactions

The Emotional Involvement Behind Social Media Interactions | Emotional Design | Scoop.it
When we sit with our laptops and chat with friends, we feel we are relaxing and escaping from our daily grind into the digital world. Why does this happen?
Alexis Brantes's insight:
Emotion matters...
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Five Simple Rules On How To Design Like Apple [Video] | Cult of Mac

Five Simple Rules On How To Design Like Apple [Video] | Cult of Mac | Emotional Design | Scoop.it
from Vimeo. So you wanna be the next Jony Ive and make beautiful and intuitive products that are just like Apple's? Good for you. But figuring out how to r
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33 User Onboarding Tools For Web & Mobile Apps - Autosend

33 User Onboarding Tools For Web & Mobile Apps - Autosend | Emotional Design | Scoop.it
Looking for tools to improve your user onboarding experience? Here's a list of 31 user onboarding tools for web apps and mobile apps.
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What the World’s Biggest Websites Looked Like at Launch

What the World’s Biggest Websites Looked Like at Launch | Emotional Design | Scoop.it
It's hard to imagine that the treasured websites we all use today were at one point just scribbles on a piece of paper.
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5 Tips to Design Better Wearable Technologies » Paul Olyslager

5 Tips to Design Better Wearable Technologies » Paul Olyslager | Emotional Design | Scoop.it
Many say that wearable technologies are the future, but if you take a look around you'll discover that these technologies are actually the present.
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Terry Patterson's curator insight, July 1, 12:32 AM

Just today I got into a discussion that designing for digital wearables must certainly be the next frontier in the user experience design space. In my view, it is all about context - giving the user what they need with a  just-in-time approach. 

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Citizen Experience Design, UX Lisbon

Talk about the need for design in government, and the opportunity for UX and design professionals to make a difference by helping the public sector work better… (Improving government through user experience design
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Hot trend: the emotional e-commerce web design tactics you must know

Hot trend: the emotional e-commerce web design tactics you must know | Emotional Design | Scoop.it
Emotional web design is an ongoing online trend, which increases e-commerce revenue. Emotions play a large part in the shopping experience.
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