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How Mobile Ethnography tools helped a Retailer research and map their Holiday Season / Christmas shopper journey
For many retailers, the festive season can be the make or break for their financial year. With record-breaking spending in recent years, understanding the motivations and behaviours of consumers is a must for all in the retail space.
Challenge: what are the best tools to research the Holiday Season shopper journey
When our client approached us, they wanted to truly understand Holiday Season shopper behaviours and experiences in the run-up to Christmas.
As has become the norm, Holiday Season shopping now begins in earnest, once Halloween has passed. Our client wanted to research every experience of shoppers not just in the days before Christmas, but in the months leading up to the Holiday Season.
With key online shopping / e-commerce events such as Black Friday and Cyber Monday occurring a month ahead of Christmas, researching their customers required a longitudinal Mobile Ethnography study of their everyday shopping behavious.
Goal: best way to research holiday season shopper behaviour and online purchase journeys
Understand the motivations and behaviours of consumers in the run-up to Christmas
Understand routines / traditions and offline / online shopping behaviours during the Holiday Season
See what types of products and gifts shoppers purchased for Christmas and where they purchased them
58 Respondents
9 Tasks
6 Weeks
Tasking Strategy: Scheduled Tasking
Solution: using a Mobile Ethnography tool for shopper research
As a family holiday, our regular behaviours and feelings can alter significantly and become much more personal around the Christmas season (we all know rationality can take a back-seat during silly season!). Our client knew this too, but they wanted to embed themselves within the lives of consumers in order to tailor their offerings accordingly.
Our client decided to upon a scheduled task list that would have respondents completing 9 tasks over the course of 6 weeks. This took in Black Friday/Cyber Monday and brought them right up to the second week of January. In tasking respondents over this period, our client was able to gain an authentic insight into the shopping journey respondents took over the season.
Our client started by having respondents introduce themselves in a selfie video and an additional on-going task that requiring them to diary any Christmas related moments they had in the month leading up to Christmas day.
Over the course of the 6 weeks, respondents used Mobile Screen Recording to record their thoughts and experiences on Black Friday/ Cyber Monday, their festive timeline, gifting, holiday events they attended and ended with some in-the-moment insights into the big day itself and a post-Christmas reflection.
By using the Indeemo Platform’s ability to segment targets, our client was able to identify themes amongst both customers and non-customers of their store. Given the personal nature of Christmas, the influences in choosing a store for a Christmas shop can be very personal and nuanced. By giving both customers and non-customers a convenient opportunity to record their feelings over the season, it allowed our client an unprecedented insight that could be used to tailor their in-store offerings and promotional materials.
Over the course of the month, our client received over 1,800 videos, photos and text notes from parties, family-outings, shopping trips and many more personal events that respondents experienced.
If you’re looking to learn more about how Indeemo can help your retail organisation to understand consumers Christmas shopping journeys, please get in touch using the form below.
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Mobile Ethnography is a powerful way to get the real-life perspective of your shopper experience whether in-store or online.
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