User personas & shadowing

Varjostaminen:

Ennen varsinaista varjostamista suoritin kvalitatiivisen menetelmän mukaisen syvähaastattelun valitakseni mihin osa-alueeseen keskityn naisten osastolla ja mihin asioihin kiinnitän huomiota asiakkaiden käyttäytymisessä.
Haastattelun pohjalta osastoksi valikoitui kosmetiikkaosasto, koska haastateltava kehui erityisesti tätä  osastoa ja sanoi sen olevan ainoa osasto jossa varsinaisesti tavaratalossa asioi. Muilta osin haastateltava koki tavaratalon jokseenkin sekavaksi.
Päätin siis mennä kosmetiikkaosastolle ja seurata 25-40 vuotiaiden naisten käyttäytymistä siellä. Lisäksi tarkkailin myös tavaratalon henkilökunnan toimintaa.
Keskeisimmät havaintoni:
    •    Naiset tekivät ostoksensa pääasiassa melko nopeasti, vaikutti siltä että suurin osa tiesi mitä he halusivat.
    •    Henkilökunnalta ei saanut palvelua. Henkilökuntaa oli kyllä hyvin paikalla ja he hymyilivät kohteliaasti, mutta kukaan ei omatoimisesti tullut auttamaan minua kun pyörin eksyneen näköisenä kosmetiikkaosastolla, etsimässä kosteusvoidetta lahjaksi äidilleni.  


Päätelmä:  Jos tiedät mitä etsit, tavaratalon kosmetiikkaosasto on toimiva laajan ja korkealaatuisen valikoiman ansiosta. Jos taas et tiedä mitä etsit, voisi henkilökunta palvella & opastaa paremmin. 

Lopputulos: Alan miettimään miten asiakkaan kokeman ”tiedän mitä etsin ja löydän sen helposti” tunteen saisi siirrettyä kosmetiikkaosastolta myös muille osastoille.

Tämä on nyt hyvin tiivistetty ja yksinkertaistettu versio, mutta toivottavasti saatte ideasta kiinni.

User personas:

Tutustuttuani erilaisiin persooniin, mietin miten näitä ryhmiä voisi löytää tavaratalostamme. Tästä olikin suurta hyötyä, sillä eri persoonien pohjalta keksin monta kehityskelpoista ideaa projektiimme.
Esim vastuullisten ihmisten osallistuttaminen keskustan pelastamistalkoisiin. Annetaan ihmisille syy olla ylpeitä kaupungistaan ja tuntea että he tekevät jotain hyvää asioidessaan kauppakeskuksesta.
Samaan aikaan yritimme keksiä mitä tarjota ihmisille jotka luonnostaan hakevat elämyksiä/engagementia. Kehitimme esim Wiikon Turkulainen konseptin ja Wiikon tuote-facebook kampanjan tämän pohjalta.
Seuraava askel olisi ollut kokeilla ideoita käytännössä (MVP), mutta aika loppui valitettavasti kesken ja kauppakeskus keskittyi joulumyyntiin.

FIVE PSYCHOLOGICAL SHIFTS - PART 3

Faster Ways of Thinking:

• Our brains have adapted to new, digital world
• More than 68 percent of adults who own multiple devices use two or moew screens simultaneouly to "graze unrelated content.
• Nearly 40 percent of time spent on tablets is spent doing something else simutaneously
• Mobile meida consumption tripled from 2009 to 2013
• Ellie, thirty-seven, say's she's bored with shopping in stores. " I used to love to browse. Now it feels boring. I think part of it is that I browse almost every day."

What are the results of faster thinking customer?

• Consumer will spend less time exploring detailed information
• Consumer will look for faster, simpler solutions (brands that simplify consumer decision are making 115 percent more likley to be recommended)
• Consumer will get bored more easily
• Consumer will increasingly rely on faster, more symbolic forms of communication rather than written words 

Source: Yarrow, Kit; Decoding the New Consumer Mind - How and Why We Shop and Buy; March 2014

How to make your customers to your fans on social media

During the second LeanInno Camp I found a very interesting german article on the internet which gives some issues you have to pay attention to do successful social media. I translated the essences and noted them down: 

Nowadays social media is a very useful tool to interact with your customer. But interaction alone don't make your customers happier. They like to be informed and entertained in the same time. As Kit Yarrow mentioned in his book "Decoding the New Consumer Mind": People are thinking faster, they want to have fast solutions. A way to speed up you information flow is the usage of pictures. Moreover avoid long texts because your customer won't pay attention to them. One very useful way to include your socaial media follower is to use crowdsourcing for new products or brands. Make your customer decide for you. They will more identify with the product/the brand and since they have decided by themselves most likely the majority will bye the new product. Furthermore, crowdsourcing enables to profit from viral marketing because people will like/share these products if they like it. These are the things we will think more detailed in the next LeanInno workshop to figure out how to make it beneficial for SOKOS Wiklund.

Duhigg, Charles: The Power of Habit

I have been reading Charles Duhigg's book The Power of Habit: Why We Do What We Do in Life and Business. Charles Duhigg is a Pulitzer-winning business reporter at The New York Times. The book explores why we do what we do and how to change. It has been interesting thus far, and many people have thought so too: it reached the best seller lists of The New York Times, Amazon.com and USA Today, spending over 60 weeks on The New York Times' list.

Here's an Amazon link:
http://www.amazon.com/The-Power-Habit-What-Business/dp/081298160X

How to bring customers to Sokos Wiklund?

Made by: Lola

In order to get more customers to Sokos Wiklund we have decided that we are going to focus on a group we call "Turku Lovers". We want to re-create the "old Turku spirit" in order to get more customers to Sokos Wiklund.  We choose 3 target groups which are the Sports men, the cosmetic woman and Art  people.

We noticed that the Turku people, ( people who are born, raised and live in Turku) are interested in sports and we thought that would be one thing that will connect the Turku people. We know that the cosmetic - part in Sokos are going well but we still want to improve that part and give it a boost. Social media is an important channel to reach out to the young ladies. We will try to figure out some ideas to get the social media for Sokos to really work. Art- people is also a big tribe and we thought it will help to re- create the old Turku spirit. In order to do that we have been thinking on a few ideas:

Sports - men

·         -Sokos could sell tickets for a TPS game cheaper than "lippupalvelu" or other places.

·        - If TPS win the game people would get discount ( with the ticket) on something.

·        - Co-operate with some sports club in Turku

·        - Sport weeks

·       -  Signing session ( with some famous sports man/woman)

·       -  Worn- jersey- lottery

Cosmetic woman:

·       -  Link cosmetics with social networks through games ( selfie photo ---> Instagram)

·       -  Vote for some popular brands that Sokos doesn´t have and then Sokos would sell that particular brand for one week

·       -  Make up - makeover

-All of these ideas will be market  through SOCIAL MEDIA.

Art people:

·       -  Painting competition

o   Price

o   Decorate Sokos with the winning paintings

o   Vote on social media

o   About Turku buildings

o   Post on Social media the best painting and on the screen in front of Sokos

·       -  "My Turku" exhibition old Turku / new Turku

Except this we have also a lot of ideas on different Pop - up stores inside Sokos but they are in the process state.