SHOPPER 08.16.18
Workshop
TODAY’S
agenda
•
Demand Driver Audit Summary
•
Shopper Behavior
•
In-Store Shopper Workshop
•
Next Steps
2
Assignment Elevate the in-store Frigidaire experience to convert shoppers.
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OUR GOAL
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To be the most relevant appliance brand for the Optimistic Providers reaching 
 them at the right place and the right time with the right message throughout their 
 in-store shopper stages.
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ROLE OF WORKSHOP
Review creative that gets us to generate, develop and communicate ways to expand our ideas. Provide feedback to ensure each shopper direction is represented clearly in the work. Help identify any outstanding needs within the directions.
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5
What it is … Retail extensions that would work with our 2019 brand campaign A creative exploration
WORKSHOP
Opportunity to evolve ideas
GROUNDRULES
Fun and interactive
What it’s not … 2019 brand campaign dependent Final creative and tactics Time to get into the weeds
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6
SHOPPER
stages
The Frigidaire shopper stages in retail can be broken down into the following stages.
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SHOPPER Stage
Definition
Consumer Actions
stages
Bold = Sales associate activity
INTRIGUE Grab attention of shoppers and create engagement with our products
• Stopping in tracks • Being attracted • Finding Frigidaire products easily • Becoming interested in finding out more • Recognizing brand • Physically engaging with the Frigidaire
Tools
• Store-within-a-store • Large Signage • Product displays • Demos • Digital displays • Hero POP • Brochures
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SHOPPER Stage
Definition
Consumer Actions
stages
Bold = Sales associate activity
INTRIGUE
EVALUATE
Grab attention of shoppers and create engagement with our products
Take shoppers to a deeper level of learning about product features, and narrowing product selection
• Stopping in tracks
• Learning more
• Being attracted
• Validating needs with what product offers
• Finding Frigidaire products easily
• Evaluating features/value
• Becoming interested in finding out more
• Understanding step up within product line
• Recognizing brand
• Researching Product comparisons
• Physically engaging with the Frigidaire
• Finding Ratings/Reviews • Comparing with products on-aisle • Having Sales Associate take you through product line and features • Asking feature-specific questions and getting Sales Associate recommendations
Tools
• Store-within-a-store • Large Signage
• Hero/feature specific POP • Visualizers
• Product displays • Demos
• Reviews • Sales Associate tools • Comparison grids
• Digital displays • Hero POP • Brochures
• Product line up-sell • Feature list
9
SHOPPER Stage
Definition
Consumer Actions
stages
Bold = Sales associate activity
INTRIGUE
EVALUATE
COMMIT
Grab attention of shoppers and create engagement with our products
Take shoppers to a deeper level of learning about product features, and narrowing product selection
Complete shoppers journey with the selection and purchase of a product
• Stopping in tracks
• Learning more
• Being attracted
• Validating needs with what product offers
• Finding Frigidaire products easily
• Evaluating features/value
• Becoming interested in finding out more
• Understanding step up within product line
• Discuss warranty, product availability, and installation information with Sales Associate
• Recognizing brand
• Researching Product comparisons
• Purchasing product
• Physically engaging with the Frigidaire
• Finding Ratings/Reviews
• Decide on feature set/price value equation
• Comparing with products on-aisle • Having Sales Associate take you through product line and features • Asking feature-specific questions and getting Sales Associate recommendations
Tools
• Store-within-a-store • Large Signage
• Hero/feature specific POP • Visualizers
• Price card • Warranty
• Product displays • Demos
• Reviews • Sales Associate tools • Comparison grids
• Promotional offers • Installation information
• Digital displays • Hero POP • Brochures
• Product line up-sell • Feature list
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SHOPPER
A
tier
SOLUTIONS
B
C
Owned Experience
More space for branded content
Limited space for branded content
Store-within-a-store
Multi-appliance displays
Appliance displays
Showroom
Larger exterior POP
Exterior POP
Kitchen buildout
Stand-alone POP
Factory-applied POP
Larger kitchen displays
Field-applied POP
Field-applied POP
Digital tools
Digital tools 11
SHOPPER
A
tier
SOLUTIONS
B
C
Owned Experience
More space for branded content
Limited space for branded content
Store-within-a-store
Multi-appliance displays
Appliance displays
Showroom
Larger exterior POP
Exterior POP
Kitchen buildout
Stand-alone POP
Factory-applied POP
Larger kitchen displays
Field-applied POP
Field-applied POP
Digital tools
Digital tools 12
Product focus Black Stainless Steel for suite • Cooking, with a focus on Induction •
WHAT YOU WILL SEE
Creative to review End Cap • Freestanding Display • Exterior POP • Interior POP • Step-Up POP • Price Card •
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13
features lifestyle VS
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SHOPPER DIRECTION
worksheet 15
SHOPPER DIRECTIONS
Works
FOR ME
With the right help in your corner, it gets easier to
‣
squeeze more wins out of your day. While we can’t make guarantees for out in the world, we promise that in your kitchen, Frigidaire has your back. That’s why in stores
Portrays appliances’ hardest working features around specific shopper needs
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Reinforces how our practical innovations are seemingly customized for our shoppers
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Allows for features and tech to be on equal footing with benefits
we’ll show you all the ways our appliances work for you, by showcasing benefits tailored to your lives, and the hardworking tech and features that make them possible. All to help feed your family faster and clean up quicker so you can spend more time doing what you love.
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TierB 17
B
WORKS FOR ME
INTRIGUE
FEATURE Q&A DISPLAY
This display is shoppable from two sides and offers simple fun interactivity to teach shoppers about features.
Interactive Q&A doors
make it engaging to lear n
about product features.
Lead Demand Drivers (cooking): - Enhances Productivity and quality of life
- Easy to clean
- Makes my life easier
- Energy efficient
- Saves time
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WORKS FOR ME
B
INTRIGUE
INTERACTIVE COOKTOP ENDCAP
Induction endcap shows shoppers options (range/builtin) while inviting them to virtually experience the features for themselves.
Lead Demand Drivers (cooking): - Enhances Productivity and quality of life
- Easy to clean
- Makes my life easier
- Energy efficient
- Saves time
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B
WORKS FOR ME
INTRIGUE
BUILD YOUR APPLIANCE ENDCAP DISPLAY
Shopper’s chosen “cooking” then “ranges”
Shopper selects style components they like
Shopper selects features they like
Shopper sees personalized results with option to save or show to associate
Platform of controlled customization invites shoppers to build appliances based on features and styles most important to them. Inventory could be customized by retailer.
Lead Demand Driver: - Boosts Feelings of Independence & Empowerment 20
B
WORKS FOR ME
EVALUATE
BUILD YOUR APPLIANCE SALES ASSOCIATE TOOL
Platform would be made available as a sales tool on associate tablets.
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WORKS FOR ME
B
EVALUATE
EXTERIOR POP Dimensional POP brings auto-sizing to life while drawing shoppers’ attention
Lead Demand Drivers: - Energy efficient
- Latest technology 22
B
WORKS FOR ME
EVALUATE
INTERIOR POP
Leads with feature by showing the probe in action and using intuitive language to explain it.
Lead Demand Drivers: - Facilitates Entertainment
- Enhances Productivity and quality of life
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WORKS FOR ME
B
EVALUATE
INTERIOR POP
Art leads with feature by stepping shopper through how the probe works while language leans into benefit.
Lead Demand Drivers: - Facilitates Entertainment
- Enhances Productivity and quality of life
-
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WORKS FOR ME
B
EVALUATE
DIMENSIONAL STEP UP POP
Dimensional piece includes more visual appliance detail while inviting shoppers to upgrade based on key features.
Features Gallery models so placement on Base models encourages trade-up. Lead Demand Driver: - Boosts Feelings of Independence & Empowerment
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WORKS FOR ME
B
COMMIT
PRICE CARD
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TierC 27
WORKS FOR ME
C
INTRIGUE
INTERACTIVE COOKTOP ENDCAP
Induction endcap shows shoppers options (range/builtin) while inviting them to virtually experience the features for themselves.
Lead Demand Drivers (cooking): - Enhances Productivity and quality of life
- Easy to clean
- Makes my life easier
- Energy efficient
- Saves time
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WORKS FOR ME
C
EVALUATE
EXTERIOR POP Dimensional POP brings auto-sizing to life while drawing shoppers’ attention
Lead Demand Drivers: - Energy efficient
- Latest technology 29
C
WORKS FOR ME
EVALUATE
INTERIOR POP
Leads with feature by showing the probe in action and using intuitive language to explain it.
Lead Demand Drivers: - Facilitates Entertainment
- Enhances Productivity and quality of life
30
WORKS FOR ME
C
EVALUATE
INTERIOR POP
Art leads with feature by stepping shopper through how the probe works while language leans into benefit.
Lead Demand Drivers: - Facilitates Entertainment
- Enhances Productivity and quality of life
-
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WORKS FOR ME
C
COMMIT
PRICE CARD
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TierA 33
WORKS FOR ME
A
INTRIGUE
STORE-WITHIN-A-STORE Method Behind the Magic Frigidaire is setting out to demystify our appliance features by being transparent in backing up our benefits. With our new approach to showroom kitchens, shoppers can literally see the science behind our appliances because we’re leading with technology. Imagine: - A clear dishwasher so shoppers can see the Dual OrbitClean spray arms create 10x more coverage in real time. - A clear screen inside a convection oven showing the heat circulate for even results from every rack. - The digital cooktop walking shoppers through induction. - A fridge stocked with faux food to demonstrate the storage capacity and flexibility • In addition (or instead of!), appliance features are merchandised with “Hot Spots” for shoppers to scan with their phones to learn more. Lead Demand Driver: - Boosts feelings of Independence & Empowerment
- Dish: does core job well, increases mindfulness
- Oven: better food choices
- Fridge: organization is intuitive, family needs in mind
- Induction: Easy to clean, makes life easier, energy efficient, saves time
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WORKS FOR ME
A
INTRIGUE
INTERACTIVE DISPLAY Create Your Own Suite Create a customization wall with sliding tablet that allows shoppers to build and customize their own suites, one appliance at a time. • A few feet in front of the galley-kitchen display wall, a tablet sits on rails. • Shoppers move it down the line one appliance at a time, selecting the style and features they want. • They can learn about each feature as they go before adding it. • When they’re finished, they can save and share the appliances they’ve created.
Lead Demand Driver: - Boosts Feelings of Independence & Empowerment 35
SHOPPER DIRECTION
worksheet 36
SHOPPER DIRECTIONS
INNOVATIONS BUILT FOR
Every day
Every day brings a new adventure to life at home. Some days, our optimistic providers eke out a win by the skin of their teeth. Other days can feel like one long victory lap. No matter what their days bring, Frigidaire appliances are built with innovations to help shoppers take it on. That’s because our innovations are engineered to make life work in the time they’ve got, and give them plenty back for the things they love. Our in-store experience will reflect how our innovations empower wins no matter what the day brings.
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Presents innovations as the perfect tools for feeding your family around life’s unpredictable nature
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Builds shopper confidence by showing how appliances perform under pressures of everyday life
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Showcases moments made possible by appliance innovations
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TierB 38
INNOVATIONS BUILT FOR EVERY DAY
B
INTRIGUE
FOUR-SIDED FREESTANDING DISPLAY
Shoppable from every side, this spotlights each appliance by presenting innovations as key to thriving in daily life.
Lead Demand Drivers (cooking): - Easy to clean
- Saves time
- Makes my life easier Facilitates entertaining
39 - Energy efficient - Enhances productivity & quality of life
B
INNOVATIONS BUILT FOR EVERY DAY
INTRIGUE
EVERYDAY RANDOMIZER ENDCAP DISPLAY Interactive screen matches lighthearted, everyday challenges with solutions made possible by our innovations.
Lead Demand Drivers: - Saves time
- Easy to clean
- Boosts feelings of Independence and Empowerment
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B
INNOVATIONS BUILT FOR EVERY DAY
EVALUATE
DIMENSIONAL EXTERIOR INDUCTION POP
Dimensional POP brings easy-to-clean benefit to life in attention-getting way
Lead Demand Drivers: - Easy to keep clean
- Enhances Productivity and quality of life
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B
INNOVATIONS BUILT FOR EVERY DAY
EVALUATE
INTERIOR POP
Lead Demand Drivers: - Facilitates entertaining
- Enhances Productivity and quality of life
- Inspires & Enables Healthy Living
- Boosts feelings of Independence & Empowerment
Art demonstrates how innovation works while down-to-earth language makes tech feel accessible for everyday use.
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B
INNOVATIONS BUILT FOR EVERY DAY
EVALUATE
HOT SPOT POP
Takes hot spots onto the aisle to show how our innovations help win the day
Lead Demand Drivers: - Easy to clean
- Makes life easier
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B
INNOVATIONS BUILT FOR EVERY DAY
EVALUATE
STEP UP
Tabbed flip-book lets shoppers upgrade by features they care about.
Features Gallery models so placement on Base models encourages trade-up. Lead Demand Drivers: - Facilitates entertaining
- Boosts Feelings of Independence and Empowerment
- Make better food choices
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INNOVATIONS BUILT FOR EVERY DAY
B
COMMIT
PRICE CARD
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TierC 46
C
INNOVATIONS BUILT FOR EVERY DAY
INTRIGUE
EVERYDAY RANDOMIZER ENDCAP DISPLAY Interactive screen matches lighthearted, everyday challenges with solutions made possible by our innovations.
Lead Demand Drivers: - Saves time
- Easy to clean
- Boosts feelings of Independence and Empowerment
47
C
INNOVATIONS BUILT FOR EVERY DAY
EVALUATE
DIMENSIONAL EXTERIOR INDUCTION POP
Dimensional POP brings easy-to-clean benefit to life in attention-getting way
Lead Demand Drivers: - Easy to keep clean
- Enhances Productivity and quality of life
48
C
INNOVATIONS BUILT FOR EVERY DAY
EVALUATE
INTERIOR POP
Lead Demand Drivers: - Facilitates entertaining
- Enhances Productivity and quality of life
- Inspires & Enables Healthy Living
- Boosts feelings of Independence & Empowerment
Art demonstrates how innovation works while down-to-earth language makes tech feel accessible for everyday use.
49
C
INNOVATIONS BUILT FOR EVERY DAY
EVALUATE
HOT SPOT POP
Takes hot spots onto the aisle to show how our innovations help win the day
Lead Demand Drivers: - Easy to clean
- Makes life easier
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INNOVATIONS BUILT FOR EVERY DAY
C
COMMIT
PRICE CARD
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TierA 52
INNOVATIONS BUILT FOR EVERY DAY
A
INTRIGUE
SHOWROOM & ENDCAPS
Features with Purpose After all the R&D that Frigidaire puts into our practical innovations, it’s a shame they’re stuck behind appliance doors and inside walls! Let’s shine a spotlight on them to bring their benefits to life in larger-than-life ways. • We’ll create sections of kitchens (appliance with cabinetry & countertops) then merchandise them by telling stories of the innovations and how they help shoppers win every day. • Additional appliances with these innovations could be included in a secondary manner for consideration. • These sectional vignettes can be grouped in showroom settings or can serve as end-cap displays at the head of a Frigidaire aisle for the category.
Lead Demand Drivers - Increases Happiness & Gratitude
- Does Job Well
- Enhances Productivity and quality of life
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SHOPPER DIRECTION
worksheet 54
SHOPPER DIRECTIONS
FOR
Real
We make real appliances for real families. But, in most stores, shopping experiences couldn’t feel more manufactured: endless rows of appliances, sterile kitchenettes, pixel-perfect photography. It’s time to make our appliances, and shopping for them, feel real by humanizing real benefits through real recipes, real reviews, real families’ kitchen experiences. This will narrow the gap between shopping and owning and make it really easy for shoppers to bring Frigidaire home.
FAMILIES ‣
Brings genuine Optimistic Providers into retail
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Humanizes our appliances by being authentic about how real families use them
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Shows appliance benefits through the lens of everyday wins
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Reinforces how all our appliance innovations serve a real purpose
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TierB 56
FOR REAL FAMILIES
B
INTRIGUE
FAMILY KITCHEN VIGNETTE DISPLAY
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FOR REAL FAMILIES
B
INTRIGUE
FAMILY KITCHEN VIGNETTE DISPLAY
Real kitchen display helps shoppers visualize our appliances in their homes. Understated merchandising positions benefits in terms of real family life.
Lead Demand Drivers: - Brand Reputation and Association
- Fridge: easy to clean, ambiance, makes life easier
- Cooktop: easy to clean, saves time, peace of mind
- Oven: saves time, supports entertaining
- Dish: saves time, makes life easier
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B
FOR REAL FAMILIES
INTRIGUE
INDUCTION VIDEO ENDCAP DISPLAY
Teresa Maher Newport, OR
June McNally Springfield, MO
“Nothing bur ns on my induction cooktop, so
Create a content-rich destination for shoppers to lear n about all things induction, shared as real people’s experiences, real reviews, and opportunities to lear n how it really works.
it’s always easy to clean.” Jessica Orin Detroit, MI
Angela Jones San Jose, CA
Lead Demand Drivers: - Supports entertaining
- Easy to clean
- Energy efficient
- Makes my life easier
- Boosts feelings of independence and empowerment
59
B
FOR REAL FAMILIES
EVALUATE
EXTERIOR POP
Pretends to take a live look in on fajita night to show a family’s making dinner on their cooktop, calling out benefits in real terms.
.
Lead Demand Drivers: - Facilitates entertaining
- Easy to clean
- Energy efficient
- Makes my life easier
- Boosts feelings of independence and empowerment
60
B
FOR REAL FAMILIES
EVALUATE
INTERIOR POP
.
Grounds benefits in context of family life at home. Pin code takes shoppers to Frigidaire Pinterest Board with fun info about the Temp Probe.
Lead Demand Drivers - Facilitates entertaining
- Makes better food choices
- Makes life easier
- Gives peace of mind
61
B
FOR REAL FAMILIES
EVALUATE
REVIEW/TESTIMONIAL POP Help nudge shoppers across the checkout line with peer and expert opinions.
Video POP shows in-home reviews and testimonials from real Frigidaire owners
E-reader style display cycles through real reviews from Frigidaire.com
Small monitor cycles through 3rd party reviews
Lead Demand Driver: - Brand Reputation
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FOR REAL FAMILIES
STEP UP
Appliance catalog takes a lifestyle approach to appliances by intertwining shoppers’ stories with appliance features and their real-life benefits.
Lead Demand Drivers: - Adds sense of peace & security
- Promotes Satisfaction & Sense of Accomplishment
- Brand Reputation
B
EVALUATE
63
B
FOR REAL FAMILIES
EVALUATE
STEP UP
Catalog sections can be trimmed down for on-aisle step-up.
Lead Demand Drivers - Boosts Independence & Empowerment
- Facilitates entertaining
64
FOR REAL FAMILIES
B
COMMIT
PRICE CARD
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TierC 66
C
FOR REAL FAMILIES
INTRIGUE
INDUCTION VIDEO ENDCAP DISPLAY
Teresa Maher Newport, OR
June McNally Springfield, MO
“Nothing bur ns on my induction cooktop, so
Create a content-rich destination for shoppers to lear n about all things induction, shared as real people’s experiences, real reviews, and opportunities to lear n how it really works.
it’s always easy to clean.” Jessica Orin Detroit, MI
Angela Jones San Jose, CA
Lead Demand Drivers: - Supports entertaining
- Easy to clean
- Energy efficient
- Makes my life easier
- Boosts feelings of independence and empowerment
67
C
FOR REAL FAMILIES
EVALUATE
EXTERIOR POP
Pretends to take a live look in on fajita night to show a family’s making dinner on their cooktop, calling out benefits in real terms.
.
Lead Demand Drivers: - Facilitates entertaining
- Easy to clean
- Energy efficient
- Makes my life easier
- Boosts feelings of independence and empowerment
68
C
FOR REAL FAMILIES
EVALUATE
INTERIOR POP
.
Grounds benefits in context of family life at home. Pin code takes shoppers to Frigidaire Pinterest Board with fun info about the Temp Probe.
Lead Demand Drivers - Facilitates entertaining
- Makes better food choices
- Makes life easier
- Gives peace of mind
69
C
FOR REAL FAMILIES
EVALUATE
STEP UP
Catalog sections can be trimmed down for on-aisle step-up.
Lead Demand Drivers - Boosts Independence & Empowerment
- Facilitates entertaining
70
FOR REAL FAMILIES
C
COMMIT
PRICE CARD
71
TierA 72
FOR REAL FAMILIES
A
INTRIGUE
STORE-WITHIN-A-STORE
Day in the Real Life Walking into showrooms can feel like stumbling into a museum where shoppers afraid to touch anything. That’s why Frigidaire is creating real sub-brand kitchens, so shoppers feel like they’re popping into their neighbors and are comfortable exploring. • Beyond counter-tops and backsplashes, kitchens are staged and merchandised in a way that leans into real life use and benefits. • To guide shoppers’ experiences, we’ll employ virtual hostesses to walk them through their respective sub-brand kitchens, or speak to specific appliances—with real family life playing out around them. • In addition to (or instead of!) - Individual screens within sub-brand kitchens could deliver real testimonials from real owners - Hot spots on appliances launch videos where our hostesses demonstrate the features in a real family environment.
Lead Demand Driver: - Made with family needs in mind
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NEXT
steps 74
THANK YOU
