Experience Conifer Research 2002 How to Find Buried Treasure Using Experience Maps
Experience Model To understand how customers browse, purchase and wonder through the Costco experience
Aware
Enter
Engage
Conifer Research 2002 How to Find Buried Treasure Using Experience Maps
Exit
Extend
Aware >
Attractors foster anticipation and set expectations.
•
Realizing the need for a product –
•
Checking for other needed items
Looking at website – – –
Deciding if Costco has the needed product
Making a quick “Costco List” –
•
•
Conifer Research 2002 How to Find Buried Treasure Using Experience Maps
Viewing big ticket products/features Enquiring about a talked about /”big ticket” product Looking at/comparing product prices/services
Driving past the store –
Consulting the passengers about whether to stop pick up a few things
Enter >
Signposts guide you in and orient you to the experience.
•
Parking car/truck/van – – – – –
Circling the lot/looking for space Driving around cars that are blocking traffic Waiting for a space Moving out of the way of traffic Unloading the family
•
Grabbing food –
•
Getting shopping cart –
•
Realizing there is lots of space
Showing card – –
Conifer Research 2002 How to Find Buried Treasure Using Experience Maps
Filling appetite before shopping
Pulling card out of pocket/wallet/purse Using a friend/family member’s card possibly
Engage >
Ritual artifacts engage all senses and maintain connection.
•
Orientating your start point – –
•
•
Referencing a list Realizing a specific purchase objective
Eating food – –
Sampling food Eating food that was purchased at food court
Conifer Research 2002 How to Find Buried Treasure Using Experience Maps
Utilizing services – –
Looking for fresh cut flowers Ordering baked goods
Engage >
Ritual artifacts engage all senses and maintain connection.
•
Browsing aisles – – –
Lifting products off shelf Looking at brands Looking at prices
Conifer Research 2002 How to Find Buried Treasure Using Experience Maps
Engage >
Ritual artifacts engage all senses and maintain connection.
•
Choosing products – – –
Comparing products stats/facts with other products Discussing product options with other people Understanding brands and co-brands
Conifer Research 2002 How to Find Buried Treasure Using Experience Maps
Engage >
Ritual artifacts engage all senses and maintain connection.
•
Choosing products – – –
Comparing products stats/facts with other products Discussing product options with other people Understanding brands and co-brands
Conifer Research 2002 How to Find Buried Treasure Using Experience Maps
Exit >
Signposts guide you to a new, transformed state.
•
•
Locating shortest checkout line Waiting in check out line
•
Checking out – – –
•
Showing membership card Choosing payment options: cash, check, debit, AMEX Trying to simplify pay process with one ID Costco/AMEX card
Boxing purchases –
Conifer Research 2002 How to Find Buried Treasure Using Experience Maps
Reusing existing Kirkland boxes
Exit >
Signposts guide you to a new, transformed state.
•
Utilizing services – –
Considering personal/home care services Inquiring about commercial/small business services
Conifer Research 2002 How to Find Buried Treasure Using Experience Maps
Extend >
Reminders keep you connected to the experience.
•
Utilizing services –
•
Eating –
•
Thinking of additional auto services located out of store
Sitting down with family for an affordable bite to eat
Locating car/truck/van
•
Waiting –
•
Loading car/truck/van –
•
Anticipating friend/family member will pick you up
Pulling car to the front of store
Unloading car/truck/van – –
Conifer Research 2002 How to Find Buried Treasure Using Experience Maps
Putting purchases away Breaking down boxes