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FRi™ - A tale of .


The story of a simple mission and six American retailers

How does stack up?

Mission: buy a Nintendo Switch.

We've indexed that mission in three flavours: for each who comes out on top and who takes home the wooden spoon (hint: one of the two is Sears all day long)

Current Gamer
[Buy a Nintendo Switch]

Current Gamer

Brand Sensitive
Enthusiast
Impatient
Personal Fulfilment
Price Insensitive
Grandparent
[Buy the latest Nintendo for grandkid]

Grandparent

Brand Sensitive
Craves Inspiration
Mission Novice
Over Truster
Value Focused
Former Gamer
[Wants to get back into gaming]

Former Gamer

Craves Inspiration
Enthusiast
Needs Closing
Price Insensitive
Time Poor

Segmentation by Emotion and NeedBuilding

Humans are an emotional and need-driven bunch, we love a post-rationalisation for buying cake. We didn’t buy cake because we’d completed 10,000 steps. We bought cake because we like how it makes us feel.

Here, we wrap biases and emotions and needs up into what we call: UNCROWDS.

An Uncrowd is a segment of shoppers grouped by how their emotional messes drive their shopping behaviours.

A:
Apply an Uncrowd to a Shopper Mission
B:
Bring out the frictions and rewards in context
C:
See how real people really shop
D:
Develop CX props to exploit the Uncrowds

NOW

A green FRi™is a good FRi™– the friction and reward landscape currently

Current Gamer
[Buy a Nintendo Switch]

FRi:
9.00

Friction

-5.70

Availability
Getting to the stores
Physical access
Time to hand
Queuing
Store layout/Search
Trust
Access to information
Choice paralysis
Returns
Wayfinding/UX
Payment
Communication
Price expectation
Reward

3.69

Bundles
Can you be trusted
Tech support
Price actual
Grandparent
[Buy the latest Nintendo for grandkid]

FRi:
-2.92

Friction

-0.80

Access to information
Choice paralysis
Store layout/Search
Getting to the stores
Physical access
Returns
Choice/range
Queuing
Communication
Trust
Wayfinding/UX
Price expectation
Payment
Time to hand
Reward

-3.72

Discovery
Can you be trusted
Curation
Retail theatre
Tech support
Localism
Price actual
Destination store
Transparency
Social responsibility
Bundles
Personalisation
Former Gamer
[Wants to get back into gaming]

FRi:
-3.07

Friction

-2.81

Store layout/Search
Choice/range
Availability
Access to information
Physical access
Choice paralysis
Getting to the stores
Returns
Queuing
Trust
Wayfinding/UX
Communication
Payment
Time to hand
Price expectation
Reward

-5.88

Discovery
Retail theatre
Curation
Can you be trusted
Destination store
Bundles
Transparency
Tech support
Social responsibility
Personalisation
Price actual
BROWN Friction lines: bigger means EASIER   |   GREEN Reward lines: bigger means BETTER

vs Rivals

Current Gamer
[Buy a Nintendo Switch]
Grandparent
[Buy the latest Nintendo for grandkid]
Former Gamer
[Wants to get back into gaming]
Current Gamer
[Buy a Nintendo Switch]

I might have gone with a bundle from Walmart online but Amazon is my 100% dependable go-to when I know exactly what I want. Same Day delivery nails it.

Grandparent
[Buy the latest Nintendo for grandkid]

Of course I do use Amazon, I shop online all the time but for something like this, there's just no help there to make sure I'm buying the right thing.

Former Gamer
[Wants to get back into gaming]

Amazon can't inspire me like I need. If the retailer I do choose doesn't have the right bundles though I'll happily go from them back to Amazon to make the purchase.

The Competition?

Click the links below to view our FRi™ reports on other retailers in this space.


Thoughts with Hammond

Uncrowd's Friction/Reward indexing (FRi™) paints a fascinating picture of the different opportunities across these missions and retailers. It's a magic trick; a glimpse into those retailers' futures - it shows them where their customers will go if nothing in the CX changes...

See the Future? How?

Identify Rivals: FRi™ shows which retailers are the preferred choice for a given shopper mission and Uncrowd segment
Change Lag: Status quo bias, loss aversion and trends lag mean that actual customers will take their time defecting to those rivals
Future Defection: But they will defect as they become more aware, trial the alternative and get comfortable with change
Timely Insight: BUT! FRi™ shows and explains exactly how and why this will happen
Change Early: SO! The retailer gets to see NOW what changes they must make to keep existing customers happy
FRi™ buys you time. It buys you an unfair advantage.
See the future, change the future!
Get your unfair Uncrowd FRi™ Analytics platform advantage now!
Send me an email to richard@uncrowd.uk or use this form

Applying Uncrowd FRi™ to your business

Here’s a handy guide
(click to make the tiny into the big)

Click to open in a new window