10/3/2014 1

Productivity

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An observational research tool that captures shopper actions using a digital pen and paper that uploads to a cloud database in real time

Shopper Engage Lite

How does it work?

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With a magic pen!

Discreet, in-store observers record information about REAL shoppers in store and how they are shopping

Data are automatically transferred to smart phones via Bluetooth

Data are then immediately uploaded to a web portal, allowing the project team

to monitor results

On-site observers map shopper movement and interaction using

digital pen technology

Standardised deliverables for quick

response reporting

Example Outputs

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• Category engagement ladder

• Profile of ‘active’ category shoppers

• Dwell times of ‘active’ category shoppers

• Category heat map

• 5 most frequent missed sales opportunity locations

• All shoppers vs. category buyers demographics

Example data capture opportunities

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Category engagement ladder

50%

19%

15%

10%

6%

62 ‘active’ category shoppers

Ignore and Walk Past

Glance at category

Stop & look

Pick up or inspect

Buy

Base = 200

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Profile of ‘active’ category shoppers

Gender (of lead shopper)

72%

28%

35%

25%

40% <2525-50

Age (of lead shopper)

Principal shopper profiles

AloneCouple

/ friends

Family / > 2

people

40%

35%

25%

48%

Trolley Basket

23%

Journey Type

Hand

29%

62 ‘active’ categor

y shopper

s

Base = 62

99

Dwell times of ‘active’ category shoppers

Average dwell time 00:01:41 62 ‘active’ category shoppers

00:00:30 - 00:01:00 00:01:01 - 00:01:30 00:01:31 - 00:02:00 00:02:01 - 00:02:30 00:02:31 - 00:03:00

13%

27%

32%

15%13%

Dwell Time

Base = 62

1010

Category heat map

7% 5% 6% 4%

18% 15% 9%

16% 11% 5%

6% 3% 2%

0% 1%

2%

14%

12%

8%

1%1% 3% 2%

0% 20%

% of ‘active’ category shoppers that interact with products

62 ‘active’ category shoppers

Base = 62

1111

5 most frequent missed sales opportunities

Measured by the highest frequencies of ‘stop and looked’ and ‘picked up and inspected’ experiences that failed to take away / buy

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5

2 3

1

Base = 200

Total missed opportunities

1 41

2 26

3 21

4 16

5 12

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Shopper demographics

Male Female All

Base 12 30 42

< 25 8% 23% 8

25 - 50 75% 60% 27

> 50 16% 17% 7

With young kids

Without young kids

All

Base 12 30 42

< 25 8% 23% 8

25 - 50 75% 60% 27

> 50 16% 17% 7

Base 42

Trolley 75%

Basket 19%

Carrying 6%

Male Female All

Base 57 143 200

< 25 18% 24% 45

25 - 50 56% 59% 116

> 50 26% 17% 39

With young kids

Without young kids

All

Base 45 155 200

< 25 50% 35% 77

25 - 50 40% 36% 74

> 50 10% 29% 49

Base 200

Trolley 63%

Basket 28%

Carrying 9%

All shoppers Category buyers

Base 200

Buyer 21%

Non-buyer 79%

Base = 200

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Key Performance Metrics

Performance metric Result

Conversion Rate 3.8%

Average Time in store 00:02:52

Average number of zones shopped 1.78 out of 5

% of staff interaction with customers 69%

Overall for the concession store

Performance metric Result

Conversion Rate 5.5%

Average Time in store 00:03:46

Those customer who have staff interactions

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Staff Interactions

• 69% of customers entering the store have some form of interaction with the staff

• Of this 69%, 96% of staff interactions are initiated by the staff themselves

1st staff interaction

1515

Total time spent in store

Total sample

Buyers

Non-buyers

Staff interaction

No staff interaction

2m52s

20m47s

2m10s

3m46s

55s

On average, customers spend just under 3 minutes within the store

Those who buy products have a much longer dwell time within the store, which is mainly due to the time it takes to process the transaction. Staff have to put through the transaction twice.

Staff interaction encourages customers to spend longer in store

NB buyers is based on a sample of only 14 customers

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Entry and Exit pointsWhere do customers enter and exit from?

The largest minority of customers enter and exit via access point one.

There is an even split between customers entering and exiting via access points two and three.

Access Point 1 Access Point 2 Access Point 3

38%

25%36%

39% 35%26%

Enter Exit

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Flow around the store

• Due to the size of the store, majority of customers will walk around the whole of the store.

• 4% of customers observed used the store as a cut-through

All customers total flow

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Differences with genderMales Females

Definite paths through the aisles to the Men’s zone for males

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Interactions

Stop and Look Touch/pick up Take away/buy

Interact with staff

Sit down

53%

38%

0%

26%

0%

53%

38%

2%

26%

0%

48%

32%

1%

27%

0%

24%

15%

2%

15%

1%0% 0% 0%3%

0%

Ladies 1

Ladies 2

Ladies 3

Mens

Cash desk

Shoppers interact more with the products in the 3 Ladies zones compared to the Mens zone.

NOTE: Percentages are showing proportion of all shoppers that are interacting in a certain zone.

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Interactions by gender

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We see similar gender patterns with shopper interaction of the different zones as we saw with shopper paths

Although females shop the Ladies zones more than males, Ladies 2 does attract more males than the other zones. This is primarily due to unisex products (sunglasses and scarves).

Female Male

70%

23%

Female Male

57%40%

Female Male

12%

60%

Female Male

54%

30%Stop and Look

Ladies 1 Ladies 2 Ladies 3 Mens

Touch / Pick up

Female Male

47%

12%

Female Male

43%25%

Female Male

7%

39%

Female Male

37%17%

Ladies 1 Ladies 2 Ladies 3 Mens

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Interactions by age

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Ladies 1 attracts older shoppers, however Ladies 2 gets more interest from the younger age groups. This is likely to be because the products in Ladies 2 are smaller items that cost less and therefore more affordable.

The Men’s zone also has a lot of interest from younger shoppers, particularly those under 21.

<21 21-40 >40

43% 51% 58%

<21 21-40 >40

60% 54% 48%

<21 21-40 >40

31% 25% 19%

<21 21-40 >40

43% 50% 47%Stop and Look

Ladies 1 Ladies 2 Ladies 3 Mens

Touch / Pick up

<21 21-40 >40

29%38% 41%

<21 21-40 >40

46% 39% 35%

<21 21-40 >40

26%16% 11%

<21 21-40 >40

29% 32% 34%

Ladies 1 Ladies 2 Ladies 3 Mens

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Typical shopper interactions

Stop and Look

Touch/ pick up

Take away/ buy

Interact with staff

Sit down

Total sample 3.59 2.82 0.05 1.03 0.02

A typical shopper:

Would stop and look at 4 different products

They would touch or pick up 3 of these products

1 of these interactions would involve a member of staff

It would rarely result in a sale

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Buyers and Non Buyers Comparison

• Overall store conversion rate = 3.8%

– Buyers spend longer in the store (20m47s vs. 2m10s)

– All buyers interact with staff, even before they reach the Cash Desk

– Buyers on average shop more zones than non-buyers (2.14 vs. 1.76)

– Buyers on average stop and look at almost double the number of products than non-buyers (6.43 products)

NB buyers is based on a sample of only 14 customers

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Profiles of Buyers and Non Buyers

Higher proportion of males amongst buyers than non-buyers

Buyers tend to be younger than non-buyers

57%43%

Buyers

Female Male

76%

24%

Non – Buyers

Female Male

36%

43%

21%

Buyers

<21 21-40 >408%

59%

33%

Non-Buyers

<21 21-40 >40

50%

36%

14%

Buyers

Alone Couple/pairGroup

54%36%

10%

Non-Buyers

Alone Couple/pairGroup

Gender Age

Shopper Group

NB buyers is based on a sample of only 14 customers