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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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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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Goethe on the Psychology of Color and Emotion

Goethe on the Psychology of Color and Emotion | Emotional Design | Scoop.it
"Colour itself is a degree of darkness."


Color is an essential part of how we experience the world, both biologically and culturally. O
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Romain MAZUIR's curator insight, April 3, 12:41 AM

Goethe on the Psychology of Color and Emotion #H2MWP

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Digital Empathy: Wearables and Emotional IQ

Digital Empathy: Wearables and Emotional IQ | Emotional Design | Scoop.it
Wearable technology is one of today’s fastest growing fields of innovation. Already it allows us to easily monitor and record biometric data, connect to

 

Rather than building devices that allow us to function more like a machine with clinical efficiency, researchers are beginning to understand the need for devices that recognize our humanity and assist us in fostering a sort of digital empathy.

 

Healey points to “[w]earable sensors [that] can capture things like galvanic skin response and heart rate and begin interpreting physiological responses.” Clothing that can sense the wearer’s mood or stress level and respond by translating their state of mind into colors or patterns recognizable to others could one day form an entirely new mode of communication. But beyond the dream of a world of sartorial over-sharing

 


Via Edwin Rutsch
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Michael Allenberg's curator insight, February 13, 9:17 AM

The future of Experiences begins now...

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Sentiment Analysis | lexalytics

Sentiment Analysis | lexalytics | Emotional Design | Scoop.it
Lexalytics shipped the very first commercial sentiment analysis engine in 2004. Over the past 10 years, we've been adding lots and lots of features for enterprise-class quality, ease-of-use and customizability.
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A New Perspective on Service Design, Knowledge and... Hair Salons!?

A New Perspective on Service Design, Knowledge and... Hair Salons!? | Emotional Design | Scoop.it

The SDL-20/20 framework was developed exactly to enable organizations to make sense of those fundamental knowledge flows—to see and effectively act upon them.


Via Mario K. Sakata, Michael Allenberg
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It's Time to Push the Limits of UI Design | UX Magazine

It's Time to Push the Limits of UI Design | UX Magazine | Emotional Design | Scoop.it
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What do you think about?
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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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When Change Is Constant: A Spiral UX Design Model :: UXmatters

When Change Is Constant: A Spiral UX Design Model :: UXmatters | Emotional Design | Scoop.it

A problem has no constant existence. It evolves … depending on the nature of the forces that impact it.


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Romain MAZUIR's curator insight, April 13, 2:45 PM

When Change Is Constant: A Spiral UX Design Model #H2MWP

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What Is User Experience Design? Overview, Tools And Resources - Smashing Magazine

What Is User Experience Design? Overview, Tools And Resources - Smashing Magazine | Emotional Design | Scoop.it
Websites and Web applications have become progressively more complex as our industry's technologies and methodologies advance. What used to be a one-way static medium has evolved into a very rich and interactive experience.
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The Technology that Unmasks Your Hidden Emotions

The Technology that Unmasks Your Hidden Emotions | Emotional Design | Scoop.it
Startups with names like Emotient and Affectiva are combining psychology and algorithms to analyze people’s faces and potentially discover their deepest feelings. Collectively, they are amassing an enormous visual database of human emotions.
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Understanding Design Strategy: Effective Graphic Design for Clients

Understanding Design Strategy: Effective Graphic Design for Clients | Emotional Design | Scoop.it
Implementing an effective design strategy for your client can save you time and money, but it can also ensure better end results and a happier client!

Via Mario K. Sakata, Michael Allenberg
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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, 2014 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, 2014 10:34 AM

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

Florence Rigneau's curator insight, December 11, 2014 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.
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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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