Samsung - Digital shopper
The challenge: Mapping the omnichannel journey made by the DIGITAL SHOPPER for TV + Appliances (Washing machines and Refrigerators) identifying Drivers and Barriers within the search for information and purchase decision
in the online channel, in order to generate valuable content for performance marketing.
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My role: Project Leader. Client Relationship Management, analysis & insights, and presentations to the client.
The Researh of the project was aimed at understanding the decision-making process, pain points and value points for digital shoppers when searching and buying TV’s and Home Appliances. For this project we interviewed 30 buyers using projective tools, evaluated the different sites and market places and performed digital shadowing to understand their unspoken behaviour.
Interviews and projective tools
Cards with pre-defined and blank purchase drivers were used with each participant during the research phase of this project helping us to better understand better the different phases, emotional experiences, drivers and barriers during the decision making process and to build a more reliable and accurate customer journey.
Drivers cards
Shopping journey example using template and cards.
In the Synthesis we identified the characteristics of the different types of digital shoppers for TV’s and big home appliances such as washing machines and fridges, their particular needs, what they appreciate or find annoying or untrustworthy in different sites and the first opportunities to communicate according to their buying process.
E-Shopper Personas Four different Personas each one describing their personality, favourite sites, market places, drivers, barriers, to showcase their particular decision making process.
In the Ideation we identified two main areas where the innovation strategy for this Business Unit of the company should focus: Messaging strategy and Creative strategy. Each of these two had 4 and 5 spaces of opportunity, and each of these had a series of ideas generated from interactions with the client in the presentation of the previous phase of the project and examples of best practices found in desk research to illustrate the idea (as requested by the client). Each idea is also associated to the Persona for which it would be more effective.
The Results were presented in the form of 8 complete customer journeys (2 per persona, 1 for home appliances and 1 for TVs) summarising the key findings for each Persona including a description of the Persona, their favourite sites and brands, phases, steps for each phase, emotion for each step, drivers, barriers, opportunities and key aspects to guarantee the re-purchase.
Customer journey details
Each phase shows the steps done in each one of them, the barriers, possible loops, the emotional state and the presence of Samsung in each of them. Similarly, they are associated with the main drivers for each phase, the gain and pain points and selected ideas for that specific phase.
Outcomes
The main reason why shoppers prefer e-shopping vs. brick and mortar is because there are more options and better prices.
Many buyers prefer to see the product in a physical store before buying online to be sure about what they are buying. This is mostly the e-store’s fault because of lack of good pictures and information and affects mostly those buying fridges and washing machines.
The market places are not showing complete information of the product, or are not showing the information that buyers are interested in, especially when it comes to ports, connections and real sizes and this is affecting the purchase experience.
Price is always an important driver, but for some of the Personas (Whim and Practical) can be secondary if there is no delivery service or installation included.
Reviews are very much relevant to shoppers and not having any review can cause distrust in the product, the marketplace and/or the brand.
If the paying process is long and complicated, filling out to many boxes and offering products in the last minute is discouraging and drives buyers out.