In-Store Mobile Discovery:
The Ultimate Retail Execution OnDemand Insights Guide
A New Era of Retail Execution
- Introduction: The Gig Economy Product for Stores
- In-Store Mobile Discovery: The Basics
- Optimize Your Entire Operation
- Benefits of In-Store Mobile Discovery
- Asking the Right Questions
- Conclusion: In Service of the Store
Introduction: The Gig Economy Product for Stores
In the last few years, one of the most important developments in retail has been the rise of the gig economy. For better or worse.
Companies like Instacart and DoorDash have become popular around the world by creating marketplaces in which consumers can outsource small, one-off tasks — “gigs” — to armies of independent workers. The gig economy has revolutionized food delivery, taxi service, and even office work. To the dismay of many operators, it is increasingly upending the in-store shopping experience.
So far, the gig economy has not been great for retail. It has served the needs of the customer, providing them convenience at the expense of the store. Third-party shoppers, for example, offer fewer chances for impulse purchases since their journeys through the store are predetermined. The value of shelf space, promotional displays, and any investment in the in-store experience approaches zero if customers don’t enter the building. And businesses have to fork over sizable commissions for the privilege. On average, grocers are paying more than 10% per order to anonymous third-party apps. The fees add up quickly, and the lack of customer connection to the store damages the store’s brand in the long run.
But as tends to happen with technological changes, the gig economy doesn’t have to be bad. It’s all in how you leverage it. In-store mobile discovery is retail execution built on the gig economy — and built for stores. It turns the same workforce leveraged by the third-party apps into sources of crowdsourced data you can use. It’s a real-time monitoring system for your stores that is scalable, cost-effective, and human.
Take a look at how stores are capturing value from the gig economy.
Say hello to in-store mobile discovery.
In-Store Mobile Discovery: The Basics
In-store mobile discovery is powered by crowdsourcing. It allows you to turn your information-gathering goals into hyper-specific, paid tasks that are then placed on a marketplace for gig economy freelancers to fulfill.
The data gatherers responsible for carrying out your retail execution observations (at Premise we call them “Contributors”) are located around the world. Anywhere people have smartphones, Contributors can earn money by heading into a store, capturing the exact data you need, and submitting it through a specialized mobile app. After a round of AI-powered quality control, the results are served up to you in a
Understand what your store feels like to real people, not your managers. See how they engage with your store’s layout and understand how it feels to shop there.
Maximize sales and increase average basket size by discovering how customers engage with the products on your shelves and what would make them purchase more.
Gain full visibility into how your stores actually operate. Ensure that all of your planograms are compliant, your pricing is correct, and that promotions are properly launched.
Maintain the competitive edge by crowdsourcing data gathered from competing stores. Request insights on things like pricing, retail execution, shopper sentiment, and more.
Benefits of In-Store Mobile Discovery
Quickly identify areas in the store that may require attention or some sort of alteration with rapid, actionable feedback. The continuous flow of insights allows you to improve areas of the business at a fast pace, with a crowdsourced radar that is always on the lookout.
These tasks are not only hyper-specific and targeted based on your preferences, they are scalable across your stores around the world. There’s no limit to the range of the ‘radar’ provided because the network of smartphone users is global.
Tasks are never set in stone – once an area of interest is identified in the store, further tasks can be deployed to find out more information and really dial into what needs to be addressed. Ask one question and use the answers to ideate more specific questions. The ‘radar’ provided by in-store mobile discovery isn’t just pointing you in the right direction, it’s telling you what to do once you get there.
Through leveraging gig workers, you are provided valuable, pertinent data relevant to any adjustments you’d like to make in a cost-effective manner. Instead of receiving a barrage of information that might not be relevant, only aggregate the data that is going to improve your business.
Free up your local managers! Often tasked with completing retail executions themselves, managers are left with less time to focus on other areas of operations that need attention. In-store mobile discovery gives you a trusted source of insights with in-store mobile discovery, rather than having to depend on feedback from each store manager.
With smartphone users at the ready to complete tasks in your stores, you have a consistent flow of information to work with. Due to the simplicity of many of these tasks, you receive the insights you need quickly, consistently, and efficiently.
With real-time qualitative feedback, often including photographs, you have a high quality, human-eye view into the customer journey. See what your customers see as they walk through your aisles and understand how they feel about the experience.
Understand Your Stores Better
More than anything else, in-store mobile discovery is flexible. Even if you start with one question, this approach to retail execution lets you pivot to anything else you might need to understand in the future. In-store mobile discoveries can help you answer questions like:
1. “Why do customers always head to aisle 2 when they walk in the store?”
Alongside photographs, smartphone users can provide qualitative data in the form of near real-time sentiment. Generate tasks for Contributors that uncover what draws customers’ eyes (and, therefore, their movement) towards a certain area of your store. Whether it’s a display or a promotion, you have the ability to know for sure.
2. “Is the entryway the best place for this display?”
Monitoring every step of the customer journey through a multitude of tasks allows you to find very specific pieces of information (i.e. where they’re stopping in their tacks to add items to their cart in-store). Said insights can point to an ideal location to try a new display and see how it affects sales, or can serve to improve the performance of a previously existing one.
3. “How can I remain compliant with brands?”
The local managers of your store have many things on their plates in terms of day-to-day operations and keep-ing the store running smoothly. Planogram compliance is a tedious aspect of their jobs – allow the gig workers and compliance-centric tasks to take care of this for you and keep you compliant with the brands you work with.
4. “What are my competitors doing differently to influence the customer journey?”
In the grocer space, having an awareness of what your competitors are offering to attract customers is a must in order to adapt accordingly. By creating tasks that send respondents into the stores of competitors, you have a breadth of information regarding competitor strategies in order to keep a leg up on the grocers down the street.
5. “How long does it take shoppers to find what they’re looking for? How long are they waiting?”
Clock how long it takes Contributors to find specific items, displays, or promotions in your store by having them time themselves from when they enter your store. With this method, if a certain area of the store isn’t getting as much engagement as you’d like, you can try out different positions and see how the reported times are affected.
Conclusion: In Service of the Store
While the gig economy may still be sending shoppers into your stores on behalf of customers who can’t make it into the building (or who don’t want to) it’s time for stores to flip the script. By making crowdsourced retail execution part of your regular operational oversight, you can stay on top of developments as soon as they happen, wherever they happen. Contributors are at the ready, prepared to provide insights on whatever aspect of in-store operations you need to monitor.
A new era of the gig economy has emerged. With in-store mobile discovery, you can finally benefit from the same mobile-powered
workforce your customers have enjoyed for years.
Looking to improve your strategy? Add Ground Truth data into your decision-making process.
Premise has hundreds of thousands of real people crowdsourcing data worldwide giving you access to a whole new world of insights.