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How do you ensure that your customer uses your innovation? This is how we make Scan & Go into a success, together with IKEA
Discover how we even amazed the highly experienced Customer Experience team!
Long queues at the cash registers...
Something that can be quite annoying on a busy day at IKEA.
That's why you can use the IKEA app to scan your products with your smartphone while shopping and then only pay at the cash register: Scan & Go.
Convenient, right?
But why isn't everyone doing it yet?
How can we increase the adoption of 'Scan & Go' with good, targeted communications?
It's a challenge, because:
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Simply having a cool campaign and a trendy slogan won't change behavior
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It's very difficult to communicate both in stores and online without overwhelming the customer.
So, it's time to look at how we can truly motivate people to take action.
Communications that truly work.
How do you create them?
With a traditional campaign, you often see:
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Communication has little effect on behavior. -> So, your customer doesn't change what he's doing.
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To have at least SOME effect, communication is maximized. But now everything is screaming for attention.
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The result: significant media budgets are wasted, with no change in behavior.
It's not about is delivering a message in an entertaining way and throwing a budget at it to shout it as loudly as possible.
Instead, it's about motivating people to take action. It's about behavioral change.
That's why we start with an in-depth behavioral analysis.
It's not about what you want to communicate, but rather what value the customer derives from it."
"What I found great about your approach is that you don't jump straight to a solution!
We could've just as easily reached out to an advertising agency for this issue, as we've done in the past. They would have come up with a campaign, beautifully designed a few proposals, and that would be it.
But no, that's not it! This was so enlightening and clear about why we're doing what we do: we want to change customer behavior. If that doesn't happen, then no action or design will have any effect."
Steven De Smet - Head of Customer Experience Belux @ IKEA
In 2 steps towards a plan that truly changes behavior.
At HumanEyes, we prioritize putting the customer at the center of our behavioral analysis:
We survey and observe
the target audience
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With the knowledge of behavior psychology, we understand why people (don't) do something
"You depart from the customer perspective in an almost extreme way. I believe we already do quite well in getting everyone to look from the customer's perspective, but what you do takes it a step further. You truly seek out the customer's motives and dissect them in a way."
Steven De Smet – Head of Customer Experience Belux @ IKEA
1. Surveying and observing the target audience.
Given that both the online and offline shopping experiences are covered here, we've truly immersed ourselves in the customer's shoes: from preparing for our visit at home on the website to enjoying an ice cream after the checkout. 🍦
Suddenly, a day of shopping at IKEA was on our to-do list
(and yes, we ended up buying things we hadn't planned on buying) 😉
But what we mainly did was:
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Observe people
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Approaching and interviewing customers
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And experiencing the journey ourselves as mystery shoppers
2. Analyzing everything and devising a new plan, based on behavioral psychology.
There have been decades of research into when people actually take action.
These 3 factors are important:
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You are motivated to do something
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It is easy to do it
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There is a convincing CTA
We analyzed the entire customer experience on each of these points.
This way, we knew:
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At what moments people are motivated or where we need to motivate them more.
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Where it gets difficult and how we can make it simpler.
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Where the CTA needs to be more convincing or even removed (wrong moment/wrong place).
At the end, IKEA had a checklist of to-dos that the team agreed upon. This was logical because it was researched among the target audience and based on science!
"In addition to your expertise, I also found your way of working really great. Super structured, qualitative, which allowed us to truly engage in your process and findings."
Steven De Smet - Head of Customer Experience Belux @ IKEA
"What you've ensured is that now the team looks at the problem in the same way.
With a fairly simple methodology, everyone now sees through the same lens, they can grasp it and do something with it. That power is not to be underestimated."
Steven De Smet - Head of Customer Experience Belux @ IKEA
Not an extensive report that will end up in a drawer
And to make it convenient to dive right in, we've organized everything neatly in Miro.
Here's what you get:
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The complete overview in just a few clicks
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Easy navigation to find what you're looking for
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Effortless copying, pasting, editing, providing feedback, and collaborating...
Sorry, but we don't believe in PowerPoint anymore...
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The result?
It will take some time before some of the recommendations are put into practice. That's why we don't have any numbers at the moment.
But what we do know is that the mindset has really changed at IKEA:
"You really took us by the hand, which got the whole team on the same page. Afterwards, colleagues even approached me asking if they could apply the recommendations to their own projects! That says a lot 😉"
Steven De Smet - Head of Customer Experience Belux @ IKEA