Customer Journey and Sensorial Touchpoints

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Carmel Barnett
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1 Customer Journey and Sensorial Touchpoints

2 One of the first steps in identifying customers unmet needs is to compile a customer journey map. These are based on contextual research to give a framework of customer touch points from which to design. Put yourself in the place of the user as a secret shopper, this helps to experience noted physical and emotional touchpoints when interacting with the brand.

These are based on contextual research to give a framework of customer touch points from

3 The journey map might start something like this AWARENESS EVENT PRE SHOP ARRIVE AT STORE CAPTIVATE POST-SHOP > > > > > > how did the customer find out about the brand or product what is prompting them to shop for the brand or product what type of research might the customer have already done on the brand and competitors what will the physical experience of the brand be how can we convince the customer to buy the product how can we convince the make sure the customer is loyal to the brand/product?

4 Case Study Spence Diamonds

5 Need state: Spence diamonds found that the personalised service they offered was unable to scale to the large demand, and customers were left fending for themselves. Becoming overwhelmed and frustrated they left the store without making a purchase. The stores could not support the volume of customers they were attracting.

6 Brief: They commissioned Design Continuum to design a new, partially self guided retail experience to better engage, educate, and empower customers while they waited for a sales assistant.

7 Research: The contextual research began with secret shopping and talking to customers to identify opportunities to connect with the customers before they engage with a sales assistant.

8 The journey map led to ways to help the shoppers decision making process and to guide design choices AWARENESS EVENT PRE SHOP ARRIVE AT STORE CAPTIVATE POST-SHOP HOW THEY KNOW BRAND WHAT PROMPTS THEM TO BUY CUSTOMERS RESEARCH PHYSICAL EXPERIENCE EMOTIONAL EXPERIENCE BRAND LOYALTY Radio Ads Print Ads Driver/walk by Word of mouth Internet Falling in love Anniversary Holiday Celebration Info gathering Understanding diamonds Web Browsing Product comparason Budget 1st Impressions Furniture Staff Uniforms Lighting Sound Smell colour palettes temperature staff approach Level of comfort Knowledge Interaction with product Time spent waiting Feel special Discretion Follow up calls Quality of product New product offerings Cleaning service Anniversary greetings from store

Celebration Info gathering Understanding diamonds Web Browsing Product comparason Budget 1st Impressions Furniture Staff Uniforms Lighting Sound Smell colour palettes temperature staff

9 Continuum created touch points throughout the store to guide visitors toward their own best decision. Humorous and accessible Spence Tips teach visitors how to select the diamond that s right for them, while a Diamond Education Room offers professional help when desired.

Humorous and accessible Spence Tips teach visitors how to select

10 The interactive store design makes use of prototypes in open display cases, which customers can handle without assistance. Customers are left to explore at their own pace, trying on as many ring designs as they like without having to ask for help. SEAN JONES

Customers are left to explore at their own pace, trying on as

11 When customers make their choice, a private room and creative presentation box elevate the experience of seeing the final ring for the first time. These spaces work together to fulfill visitors emotional and educational needs.

seeing the final ring for the first time.

12 Research and the journey also identified the shopper s need for discretion which inspired the design of receipts with a secret code and a ring sizer that looks like a coaster.

13 Advertising and promotional material reflect the Spence Diamonds brand both pre and post-purchase.

15 Individually, touchpoints fulfil specific design objectives but together they fulfil the larger objective of creating a branded customer journey that brings together user needs and organisational resources.

objective of creating a branded customer journey

16 A Sense of Strategy sensory experiences can form idelible imprints on our emotional memories, so by playing to all or some of the 5 senses when designing touchpoints we can make a real connection with the consumer 5

playing to all or some of the 5 senses when designing

17 1sounds that transport by associating a brand with a particular genre of music, a company can contribute to the distinction of its identity. Music played in stores, beauty treatment rooms, gymns and resorts, or musical scores used in TV and radio advertising are all using sound as identification. particularly with Gen X and Gen Y shoppers, music helps to construct an identity

Music played in stores, beauty treatment rooms, gymns and resorts, or musical scores used in

18 MoMA Audio is a sensory touchpoint that connects to the audience through sound. Available at the museum and online free of charge, MoMA Audio includes special exhibitions, Collection, Kids and Visual descriptions. It is available in 8 different languages

19 2tastes that tantalise Tempting food depictions on packaging draw the consumers attention and taste can be manipulated across many non food categories including clothing, cosmetics and condoms.

taste can be manipulated across many non food

21 in store tastings give consumers a tactile experience of what they are potentially buying and can be a good opportunity to cross sell.

22 3shapes that touch Studies have found that as brand recognition declines, customers are more likely to touch a product in the process of evaluating it. Packaging shapes and textures should evoke a sensory response and possibly reflect the product use or name..

23 Sometimes the product needs to be felt so the packging should accommodate this in its design

24 a store is a product playground! Objects should be tried out and interiors should be designed to be experienced, felt and unfolded from the flooring texture to the temperature in the room

25 4scents that seduce Smell is arguably the strongest of the senses so scent should be a vital part of branding. Aromatherapy has given way to trends in laundry detergents and air fresheners and scented candles.

26 Pleasant fragrances can influence behaviour perfume, coffee, cookies and baked bread make shoppers more likely to engage in amiable behaviour.

27 5visionary branding Every emotional branding strategy must consider the effects colours (or their absence ) will have on the brand. Colours trigger specific responses they can activate thoughts memories and particular modes of perception

28 Exteriors make first impressions, while staff uniforms, product presentation and service are part of the visual and emotional experience

29 Lighting and non verbal visual objects in-store can convey the elements of the brand identity and display products to their best advantage

30 Packaging and identity all add to the visionary branding as touchpoints

31 Having noted the importance of sensory appeal its also important not to overdo it. Subtle sensory stimulation is better than over-stimulation. As marketers and technologists conspire to further infiltrate, accelerate and complicate our daily routine, demand will grow for these soothing sources of stimuli. Perhaps we will start to see meditation rooms in the back of stores, fresh brewed coffee aromas when we log on to the Starbucks website or soft sofas and soft soothing music when you are next in that long line at the RTA...

32 Customer Journey and Sensorial Touchpoints Prepared by Lisa Molloy 2013

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