Category Retail Experience

Kid’s Consumer Experience

When you do consumer segmentation in the convenience store/gas industry, you find that most people hate buying gas and think that gas is a commodity with no real difference between brands.

The 76 brand is working to add sugar to the medicine of buying gas – making the experience a little better…

For the Road Warrior and other adult consumers, there is a simple graphic description of the technology difference. For adults, there is pump yoga! And, best of all, there is the ‘Children’s Guide to Splattered Bugs’… making mom’s job (and experience) a little better!

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Custom Products in Japan

Based on a recent trip to Japan, the built-to-order trend is more evident than ever.  Custom product is a global trend and research shows that consumers, while interested in the ‘idea’ of building their own products from scratch actually prefer to select custom products that are designed by others.  Also, when done well, these programs increase lifetime value of consumers through greater loyalty and basket size.

Here are a couple of examples of custom product brand strategies from Japan:

The first is Timberland’s multi-channel execution of ‘build your own boots’ – a photo of the POP in the Timberland store in Yokohama – and a screen shot of the same execution at timberland.com.  Consumers can build exactly the combinations they are interested in.

The second example is in a toy store in Ginza, Tokyo.  The STRIDER running bike is a bike that kids learn to balance on because it has no pedals.  However, STRIDER has come up with a mix-and-match programs with various wheel, grip, and other options.

Does your brand have opportunities to allow the consumer to create their own version of your products?

 

Slow Follower?

Have you visited the new Microsoft Stores? They are clean, well lit, minimalist, well staffed, and do many other things that Apple does…

However, the times I have been in, they have been empty. And, most importantly, there is no sense of fun and discovery in the store? What do you think? Can a follower brand knock-off the innovator? is it more than just aesthetics?

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What is your Shopability Level?

I got emails about the last post on Neuro and their color scheme/merchandising that makes it easier for shoppers to navigate ‘which Neuro is for me?’

Another couple of recent examples of Shopability navigation in the consumer experience… one from Sports Chalet (sporting goods retailer) and another from Starbucks new #verismo system.

Both of these examples help the consumer’s purchase decision tree… from consideration to conversion.

What opportunities do you have to make assortment navigation easier for your consumers?

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