Nov 01, 2015

Morrisons and Publicis - Customer Journey Case Study

STUDY TYPE

Customer Journey Study

DATE

November 2015

BIOMETRICS

GSR

OTHER INPUTS

Valence

PARTNERS

Publicis


KEY VALUE POINTS


IDENTIFY REAL-LIFE “PAIN” POINTS WITHIN YOUR INTERACTIONS WITH CUSTOMERs
VISUALISE THE EMOTIONAL ENGAGEMENT THROUGHOUT A JOURNEY
IDENTIFY WHETHER PROMOTIONS OR ADVERTISING ARE EFFECTIVE

ACTION

With changes in attitudes towards shopping, a major British supermarket wanted to be at the forefront of understanding their customers. Our client brought Sensum onboard to find out how customers currently engage in-store.

To truly capture the response to a shopping experience, we used our Insights app with selected biometric sensors in a local store. The respondents selected had previously shopped there and ranged between 24 – 54 years old.

Each respondent was given £10 and encouraged to buy any items in store they desired. Some were encouraged to speak to staff members as a set task.

We used a GSR (Galvanic Skin Response) sensor, which measures the microscopic sweat level changes in your body. These changes are related to your Autonomic Nervous System, relevant to such emotions as fear and excitement. And to measure their heart rate, we used a wristband sensor.

Through the Insights app, respondents moved a valence slider to consciously indicate how positive or negative they were feeling at any time.

To provide context to the data, each respondent wore recordable eyewear, allowing us to correlate what their emotional response was to what they saw. Two GoPro cameras were attached to a trolley: one facing the respondent and one facing outwards. These additional cameras allowed extra analysis of the shopper’s movement.




THE RESULTS

During the shopping experience we found some compelling results. In the lead up to purchasing a product we have a brief moment of relaxation and at the point of deciding to buy, we become excited. This pattern of emotional engagement was seen across all our respondents and a valuable insight into our buying decisions.

Increases in the conscious & non-conscious responses provided key indicators for the brand to focus on customer service and demonstrated its importance. This key indicator can allow this brand to focus on customer service and its importance.

Younger and older demographics responded differently to checkout experiences (self-service vs. staffed) with this data assisting the supermarket in what to focus on as they look to improve their in-store experience.

Our client wanted to know exactly what customers feel as they move throughout their stores and with the Insights app and biometric sensors, we could accomplish this in-store with real customers and staff.