HolidayGiftShoppingCommunityReport

Participantsbrainstorminnovativewaystoimprovetheholidaygiftshoppingprocessbydrawingfromtheirownexperiencesandstressors.AdiversegroupofshopperswerebroughtintoaDigsitecommunitytoreflectontheirholidaygiftshoppingexperiences,proposeimprovementstoholidaygiftshopping,andoptimizeonthebestsolutions.Theobjectivewastofindthekeypainpointsinholidayshopping,determinethekindsofsolutionspeoplearelookingfor,anduncoverimplicationsformanufacturersandretailers.

Objectives & Methodology

25CommunityParticipants

Shopforatleastoneholiday

Mixtureofagesandgenders

5Thecommunityranfor5days,duringwhichparticipantscompletedatotalof4activitiescomprisedof7tasks.

METHODOLOGY:Thisreportprovidessummaryresultsofthe4activities

Activity1:Survey&Reflection

Participantswereaskedtoanswerseriesofsurveyquestionsregardingtheirholidayshoppingexperiencelastyear.Thentheyreflectedonthebestandworstpartoftheirexperienceandwhattheywouldchangeabouttheprocess.

Activity2:IdeaBrainstorm

Participantswereaskedtobrainstormtheiridealholidayshoppingsolutionbydrawingonholidayshoppingpainpointsdiscussedpreviously.Theywereencouragedtosharehowtheirideawouldworkandincludeamockup.

Activity3:Voting

Afterideasweresubmitted,participantswereaskedtovoteoneachholidayshoppingsolution.Participantsgavethe“thumbsup”symboltoideastheylikedand“thumbsdown”toideastheydidn’tlike.

Activity4:IdeaOptimizationThetop3votedideaswereannouncedandawardedprizes.ParticipantsthenusedWhiteboardstodiscussandimproveupontheideas.Theyansweredashortsurveytoexplainwhichideatheypreferred.

Spend700+ongiftshoppinginNovemberandDecember

THEOBJECTIVEToaddresskeypainpointsinholidayshopping,understandthesolutionsconsumersarelookingfor,anduncoverinsightsformanufacturersandretailerstoimprovethecustomershoppingjourney.

Introducing the Participants

ParticipantswererecruitedusingtheDigsite Panel

CommunityparticipantswerefromacrosstheUnitedStatesandages18+.72%ofparticipantswerefemaleand28%weremale.

Participantsshopforatleastoneholidayandspend$700+onholidaygiftshoppinginNovemberandDecember.

AngelaNurse/Teacher,Single,Age29

SampleParticipantProfiles

KimberlyStayathomemom,Married,Age25-34

BethEsthetician,Married,Age37

Nancy

VictorFather,Married,Age25-34

JoséGovernmentEmployee,Married,Age35-44

Businessconsultant,Married,Age40-49

0 5 10 15 20 25

Other

Hanukkah

Kwanzaa

Valentine'sDay

Easter

Christmas

ParticipantHolidayShopping

$700-89952%

$900+48%

HolidayShoppingSpend

$700-899 $900+

Activity 1 – Part 1: Holiday Shopping Experience

Howmanypeopledidyoushopfor?

0

3

13

10

1-3people

4-6people

7-10people

11+people

Whodidyoushopfor?

57

14

21

25 24 23

Pleasedescribeyourprocessforplanning,shoppingandbuying.

“IstartedtheprocessinlateSeptemberandboughpresentsasthesaleswerepresent.AlotofmyshoppingwasdoneonlineandinstoreonBlackFriday.”

Breana

Justin

“MyprocessisthatIusuallymakealistquiteearlyintheseasonwhichhaseverypersonIwillbebuyingfor,ideasforthatperson,andwhatIactuallypurchase.ItendtoshopearlysometimespickingthingsupinsummerifIseeagooddeal.”

“I’manimpulseshopperbutmywifemakesmewaitandlookaroundforthebestbargainsIpreferonlybuyingthingspeoplewantsothatnothingeverendsupunused.Ialwaysliketogetlistsfromeveryone

whenIcan!”

Angela

Activity 1 – Part 1: Holiday Shopping Experience

Whendidyoustartshopping?

5

14

6

0 1 0

Astheprioryear'sholiday

seasonwasover

Afewmonths

beforetheholiday

Afewweeks

beforetheholiday

Oneweekbeforetheholiday

Severaldays

beforetheholiday

Ididn'tstartuntiltheday

beforetheholiday

13

12

23

20

21

22

Otherbrick-and-mortarstore(s)

Otheronlinestore(s)

Amazon.com

Target

Wal-Mart

DepartmentStore(s)

Wheredidyoushop?

Howlongdidyouspendshoppingoverall?

Howdidyoudecidewheretoshop?

Howdidyoudecidewhattobuy?

“IstartrightafterChristmasandshopuntilIamdone!Actuallylast

yearIwasdoneprettyearlyIjusthadtobuyforafewpeopleattheend.”

“ItdependsonhowIfeel.Honestlysometimeswespendmonths

planningandbuying,butotheryearswespendafewweeks.“

ItwasalldependentonwhattypeofitemsIwasshoppingfor.Igenerallysearchedonlinefirstbeforeshopping

atbrickandmortarstores.“”

“Iusuallystartwithalist(oratleastageneralidea)andsearchfordeals(bothonlineandin-store)tostretch

mybudgetandbeabletogeteverythingthatIwaslookingfor.”

“Imakealistwitheveryone'snameandwhattheylike.IfIthenseea

greatdealIwillbuyitjusttobesmartanddecidewhowouldlieit.Iendupcheckingsomeoffthelistlikethat!”

“Idecidedwhattobuybasedontheneeds/wantsofthepeopleonmylist,whichstoreshavethebestpromotionorprices,andafewimpulsebuyshereandthere.”

Michelle

Aaron Cayla

JustinMichelle

Cayla

“Thebestpartisthefeelingoffindingtheperfectgiftforsomeoneorfindingagreatdealonsomethingtheyreallywant.Ilove

deals!“

“Planningisthebestpartofholidayshopping.Ienjoytheprocesswhenits

smooth.”

“Theworstpartsofshoppingtendtobethecrowds,longlines,andinefficienciesoftheworkersatbrickandmortarstores.Ialsodislikethatstoreskeeppushingshoppingsalescloserandclosertotheholidays.”

“Theworstpartofshoppingistherudepeopleandanxietyothersget- makestheseasonhecticandnearlyunsafe!Gettingpushedoutoftheway,beingnastytosalesassociates,trafficandroadrageallmake

shoppingclosetotheholidaysnightmare.”

“IwishIcouldimprovethespeedofholidayshoppinginstore.Idoenjoybrowsingandbeingabletotakethingshomeimmediately,butit’sjustnotworththestressandstruggleofallthecrowdsanlines.Iamtoobusytodealwithmuchofitandit’smuchmorecomfortabletoshop

fromhome”

“IwouldlovetohavelesscongestioninthestoresduringholidayshoppingandIalso

wouldlikeeverythingthatIneedorwanttobeinstockwhenI’mshopping”

Activity 1 – Part 2: Best and Worst Aspects of Holiday Shopping

Kari José

Aaron Angela

Cayla Melissa

Whatarethebestpartsofholidayshopping?

Whataretheworstpartsofholidayshopping?

Whatwouldyouwanttochangeorimproveaboutholidayshopping?

KeyInsights:Shopperslovefindingtheperfectgift,buttheydislikemanyaspectsofthegiftshoppingprocessitself.Theyoftenplanandcreateliststoeasetheprocess.Crowds,linesandgeneralinefficienciesarecommoncomplaints.Shopperswantsolutionsthatmitigatethesefrustrations.

Activity 2: Ideal Holiday Shopping Solutions

KeyInsights:Shopperssuggestedideastomaketheholidayshoppingprocessfaster,moreconvenient,andthatallowedthemtoavoidhasslestheytypicallyexperience.Severalideasattemptedtomakeonlineshoppingmorestreamlinedbyhavingapps/websitesthatprovide“one-stop”onlineshoppingbysearchinganumberofstoresforyou.Someproposedanappthatwouldfindyoudealsorprovidestoremaps.Otherideasattemptedtomaketheprocesseasierbyprovidinggiftsuggestionsortoolstoorganizeyourgiftideas.Severalideasinvolvedonlinepurchasewithstorepickupoptions.

KeyIdeas

Instructions:Thinkbacktothethingsyouandotherswouldliketochangeaboutholidayshopping.Wewouldlikeyoutocreateyouridealsolutionthatwouldmakeholidayshoppingbetter.Itcouldbeashoppingapp,aproduct,awebsite,aservice,etc.

IwouldcreateanapptohelpwithHolidayshopping.Sincemostpeoplehaveelectronicdevices,itwouldbeeasiertouseanappwhileoutratherthanasiteorprogram.IwouldcalltheappXpressGift.Itwouldhaveseveralscreens.Thefirstwouldallowyoutoinputyourbudgetfortheevent.Itholdallowyoutomakealistofallthepeopleyoupurchaseforandbreakdownyourbudgetforeachperson.Thenextscreenallowsyoutofreeformandaddgiftideasfor

each.- Kari

AllInOne!!!Awebsitethathasallthemajorstoresinonespotandyoucanjustdoallyourshoppingfromhomeandononewebsite!Thiswebsitewillhave

everythingpossible...toys,clothes,games,everything!Andyouorderthem...theywrap

them...andshipthemtoyou!Thiseliminatesgoingstoretostoreandtryingtofindthatonegift!Youcanshopathomeinyourundies!Anyonecanusethe

site!- Jennifer

Lately,severalgrocerystoresnearmeallowyoutoorderonlineanddocurbsidepickup.Itisvery

convenientespeciallyhavinganinfant.Sincemostpeoplementionedwaitinginlineandfightingcrowds,thiswouldbegreatifmorestoreshadthisoption(suchasdepartmentstores,momandpopstores

etc.)Thatwayyouwouldn'thavetowaittoreceiveitthroughthemail(especiallyifitisalastminutegift)

Itwouldalsokeepyououtofthecrowds.- Amy

Mysolutionisanappthatincludesmapstoseveralpopularstores.Thisappwouldincludethelayoutandproductsfeaturedinthewholestore(or,ifthatisn'tpossible,atleastthepopular/saleitemsandgeneralareasliketoys/crafts/clothing).YouwoulduseitjustlikeGoogle/Applemapsanditwouldtellyouthefastestroutetowhatyou'relookingfor.Youcouldinputmultipleitemsandcheckthemoffasyouputtheminyourcart.Itwouldcalculateyourstepsandhelpyouavoidmassesofpeopleorstockoutages.

- Cayla

Ithinkitwouldbeamazingtohavetheoptionofdoingyourholidayshoppingonlinemaybeforoncespecificmallandthenhavingaspecifictimewhereyouareabletodriveuptoalocationtopickupallyour

packages.Especiallyforparentswhohavelittlekids.Anothercooloptionwouldbetohaveasupervised

playareamaybeatamallwhereyouareabletocheckyourkidsinbythehourthatisafunanduniqueplacetheylookforwardtogoingtoeveryholidayseason.

- Janet

IfIcouldIwouldcreateawebsiteandappthatwouldallowmetomakea"wishlist"foreveryoneIneedtobuyfor.Itwouldhavetheabilitytoadditemstoeachindividuallistitemsthatcanbefoundbothinstoresandonline.Theitemswouldhavereviewssoyoucanseewhatothersthinkoftheproduct.Iwouldalso

haveadeals/salesfinder.Thiswouldallowmetoseethepriceforeachitemateachstore/websiteandof

therearecouponsavailable.-Amy

Activity 3: Voting

KeyInsights:Topvotedideasincludedonetohelpshoppersfindthebestdeals,onetohelpcustomerslocategiftsandcheckstoreinventories,andonetoorganizeshoppinglistsandpurchases.Allofthetopvotedideasincludedtechnologyandworkedtomakeshoppingmoreefficient.Theideashelpshoppersgetorganizeanddecreasetheirtimespentsearchingforgiftsordeals.

TopThreeIdeas

ParticipantsutilizedDigsite’s votingfeaturetogivefeedbackoneachidea.Theygave“thumbsup”totheideastheydidlikeand“thumbsdown”fortheidea’stheydidn’tlike.

Activity 4 – Part 1: Idea Optimization

KeyInsights:Participantsvaluedthatthedealtrackerallowedthemtoeasilysearchforthebestdeal.Theyparticularlylikedthattheappworkedacrossdifferentsitesandstorestoreducetimesearchingfordeals.Manyparticipantsalsolikedtheideaoftheapphelpingyougetcashbackifthepricedrops.

Idea1:HolidayDealSnagger

Participantsmarkedupthethreetop-votedideasbydraggingplus,minus,andquestionmarksymbolstoindicatewhattheliked,didn’tlike,andwhattheywereconfusedby.

Activity 4 – Part 1: Idea Optimization

KeyInsights:Participantsvaluedthattheappallowedthemtolocateitemsandeasilytellwhatwasinstock.Therewasconcernabouthowtheappwouldbeupdatedwithinventorylevels.Additionally,someparticipantswantedtheapptoincludeassistanceonfindingdealsandbestprices.

Idea2:Foundit!ShoppingGuide

Participantsmarkedupthethreetop-votedideasbydraggingplus,minus,andquestionmarksymbolstoindicatewhattheliked,didn’tlike,andwhattheywereconfusedby.

Activity 4 – Part 1: Idea Optimization

KeyInsights:Manyparticipantsvaluedtheorganizationalhelpthissolutionprovided.Severalparticipantslikedthatittooklistmaking,somethingtheyalreadydo,andmadeitmoreefficientandeffective.However,severalparticipantsalsofeltthisideawasunnecessaryduetootherlistmakingappsoroptions.

Idea3:GiftTracker

Participantsmarkedupthethreetop-votedideasbydraggingplus,minus,andquestionmarksymbolstoindicatewhattheliked,didn’tlike,andwhattheywereconfusedby.

KeyQuotes

“IwouldthinkifyoucouldcombinetheHolidayDealSnagger andtheFoundIt!

ShoppingGuideintothesameapplication,youwouldhavea

tremendouslyvaluabletoolthatwilltotalrefinetheholidayshopping

experience.”

Michelle

Aaron

Between the top three holiday shopping ideas, which do you prefer?

Activity 4 – Part 2: Final Survey & Follow-Up Questions

46%

15%

38%

Idea1- HolidayDealSnagger Idea2- FoundIt!ShoppingGuide Idea3- GiftTracker

“IdoalotofChristmasshoppingat3mainstores- Walmart,Target,and

ToysRUs.(Kohl'sisaclose4th).Ifanyoftheselargeretailersofferedappsliketheonesdiscussed,I'dbemorelikelyto

devotemoreofmyshoppingbudgettothatstore.“

KeyInsights:MostparticipantspreferredtheHolidayDealSnagger buttheotherideaswerepopularaswell.Shopperslikesolutionsthatsavethemtimeandmoney.Participantsthoughttherewaspotentialfortheirfavoriteretailerstocreatesimilarapps,butdidnotwanttolosethefeatureofcomparisonshopping.

Ireallylike[theGiftTracker]asmakingagiftlistiscrucialtomyholidayshoppingbutfindkeepingmynotebookwithmeallthetimetroublesome.Havingeverythingonmyphoneextremelyconvenientandeasiertotrack.

“Ifitwasjustasingleretailer,Idon'tthinkIwouldbeinterested.The

biggestreasonforusinganappwouldbetohelpmelookatallavailableretailersfiranitemandhelpme

determinethebestdeal.”

Cayla

Angela

Beth

Executive Summary

SearchingfordealsisahugepartofholidayshoppingTheprocesstendstoincludemakingalistofgiftrecipientsandthensearchingfordealsonthingstheywouldlike.

KeyFindings

ShopperswouldlovetoseetheseideasimplementedbytheirfavoriteretailersParticipantstendtoshopafewretailers(Amazon,Target)formanyitems,andwouldlovetoseethoseretailersoffersolutionstohelpthemmanagetheirshoppinglistandsearchfordeals.

ThereislotsofroomtoimprovetheholidayshoppingprocessAlthoughshopperslovetheendresultofgivingtheperfectgift,theprocessitselfispainful.Crowds,linesandthegeneralinefficiencyofholidayshoppingareallfrustrations.

ShoppersbelieveappscanmaketheprocessestheyarealreadyusingbetterandeasierShoppersseethevalueinappsolutionsthatreplace/improvetheshoppinglistandanotherthathelpsthemfindthebestdeal.

RecommendedNextSteps

• Relatetoconsumersbyacknowledgingthenegativesofholidayshoppingandoffersolutions.

• Helpthemfinddeals• Helpthemmanagetheirlists.

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