Snowboard Commerce Video Ethnography
-
Upload
olen-ronning -
Category
Documents
-
view
558 -
download
1
description
Transcript of Snowboard Commerce Video Ethnography
![Page 1: Snowboard Commerce Video Ethnography](https://reader033.fdocuments.us/reader033/viewer/2022052901/55692fced8b42add468b4c2b/html5/thumbnails/1.jpg)
video ethnographysnowboard commerce
Snowbird | 04/12/23 | 1
![Page 2: Snowboard Commerce Video Ethnography](https://reader033.fdocuments.us/reader033/viewer/2022052901/55692fced8b42add468b4c2b/html5/thumbnails/2.jpg)
PROBLEM
• Beginner snowboarders can’t make their decision because the information they need is split between two different environments.
– Less money for business– Less play for snowboarders
Snowbird | 04/12/23 | 2
![Page 3: Snowboard Commerce Video Ethnography](https://reader033.fdocuments.us/reader033/viewer/2022052901/55692fced8b42add468b4c2b/html5/thumbnails/3.jpg)
DISJOINT EXPERIENCE
• Can I afford it?• Who else uses it?• Other people’s UX?• Can I trust them?• Does it solve my problem?• Does it match?• Does it fit?
Snowbird | 04/12/23 | 3
• Online• Online• Online• Online ~ In store• Online ~ In store• In store• In store
![Page 4: Snowboard Commerce Video Ethnography](https://reader033.fdocuments.us/reader033/viewer/2022052901/55692fced8b42add468b4c2b/html5/thumbnails/4.jpg)
DESIGN RECOMMENDATIONS
• [U01] Provide pricing and benefits tool for customers that help compare products based on their desires in store
• [U02] Help customers identify and evaluate products in store that compliment all of their existing equipment– Include color, brand and feature filters
• [U03] Increase and sustain excitement level on/offline
• [U04] Provide a tool that explain features and terminology
Snowbird | 04/12/23 | 4
![Page 5: Snowboard Commerce Video Ethnography](https://reader033.fdocuments.us/reader033/viewer/2022052901/55692fced8b42add468b4c2b/html5/thumbnails/5.jpg)
BUSINESS RECOMMENDATIONS
• [B01] Track and showcase sales staff’s snowboarding experience publicly
• [B02] Increase customer intelligence through casual ongoing relationship management
Snowbird | 04/12/23 | 5
![Page 6: Snowboard Commerce Video Ethnography](https://reader033.fdocuments.us/reader033/viewer/2022052901/55692fced8b42add468b4c2b/html5/thumbnails/6.jpg)
INSIGHTS
• Price is a high priority in a beginner’s purchasing process
• Sales staff from a specialty store earn trust by being up in the mountains with their potential customers
• It’s hard for shoppers to evaluate compatibility between new and existing equipment
• Videos, photos and art excite shoppers online and in store
• Sub brands and branded features don’t make sense to beginners
Snowbird | 04/12/23 | 6
![Page 7: Snowboard Commerce Video Ethnography](https://reader033.fdocuments.us/reader033/viewer/2022052901/55692fced8b42add468b4c2b/html5/thumbnails/7.jpg)
PRICE IS A HIGH PRIORITY IN A BEGINNER’S PURCHASING PROCESS
• Search online prior to visiting a store to gauge price expectation
• Search sales section after reviewing other products in retail
Snowbird | 04/12/23 | 7
![Page 8: Snowboard Commerce Video Ethnography](https://reader033.fdocuments.us/reader033/viewer/2022052901/55692fced8b42add468b4c2b/html5/thumbnails/8.jpg)
IT’S HARD FOR SHOPPERS TO EVALUATE COMPATIBILITY BETWEEN NEW AND EXISTING EQUIPMENTPRICE IS A HIGH PRIORITY IN A BEGINNER’S PURCHASING PROCESS
![Page 9: Snowboard Commerce Video Ethnography](https://reader033.fdocuments.us/reader033/viewer/2022052901/55692fced8b42add468b4c2b/html5/thumbnails/9.jpg)
SALES STAFF FROM A SPECIALTY STORE EARN TRUST BY BEING UP IN THE MOUNTAINS WITH THEIR POTENTIAL CUSTOMERS
• Seeing and meeting with people on the mountains creates new business or reinforces existing ones
• Sales staff tell personal stories that relate to customers
• Sales staff tell personal stories to explain features
Snowbird | 04/12/23 | 9
![Page 10: Snowboard Commerce Video Ethnography](https://reader033.fdocuments.us/reader033/viewer/2022052901/55692fced8b42add468b4c2b/html5/thumbnails/10.jpg)
IT’S HARD FOR SHOPPERS TO EVALUATE COMPATIBILITY BETWEEN NEW AND EXISTING EQUIPMENT
SALES STAFF FROM A SPECIALTY STORE EARN TRUST BY BEING UP IN THE MOUNTAINS WITH THEIR POTENTIAL CUSTOMERS
![Page 11: Snowboard Commerce Video Ethnography](https://reader033.fdocuments.us/reader033/viewer/2022052901/55692fced8b42add468b4c2b/html5/thumbnails/11.jpg)
IT’S HARD FOR SHOPPERS TO EVALUATE COMPATIBILITY BETWEEN NEW AND EXISTING EQUIPMENT
• Female shoppers want to match by color• Female shoppers seek advice from friends for soft goods• Female shoppers seek advice from experienced friends or
sales staff for hard goods (see above)• Male shoppers want to match by brand and features• Shoppers feel better about their equipment when they have
items that match functionally and aesthetically• Beginners limit their choices because they have a
misconception that they need to shop for the same brand on all their gear
Snowbird | 04/12/23 | 11
![Page 12: Snowboard Commerce Video Ethnography](https://reader033.fdocuments.us/reader033/viewer/2022052901/55692fced8b42add468b4c2b/html5/thumbnails/12.jpg)
IT’S HARD FOR SHOPPERS TO EVALUATE COMPATIBILITY BETWEEN NEW AND EXISTING EQUIPMENT
Snowbird | 04/12/23 | 12
IT’S HARD FOR SHOPPERS TO EVALUATE COMPATIBILITY BETWEEN NEW AND EXISTING EQUIPMENT
![Page 13: Snowboard Commerce Video Ethnography](https://reader033.fdocuments.us/reader033/viewer/2022052901/55692fced8b42add468b4c2b/html5/thumbnails/13.jpg)
VIDEOS, PHOTOS AND ART EXCITE SHOPPERS ONLINE AND IN STORE
• Shoppers get excited about going up to snowboard when they see videos of others, especially professionals who do tricks
• Shoppers are initially intimidated by the amount of culture that is on display in specialty stores
• Snowboards themselves carry emotional value because it allows the person to remember where they’ve been and how far they’ve come
Snowbird | 04/12/23 | 13
![Page 14: Snowboard Commerce Video Ethnography](https://reader033.fdocuments.us/reader033/viewer/2022052901/55692fced8b42add468b4c2b/html5/thumbnails/14.jpg)
Snowbird | 04/12/23 | 14
IT’S HARD FOR SHOPPERS TO EVALUATE COMPATIBILITY BETWEEN NEW AND EXISTING EQUIPMENTVIDEOS, PHOTOS AND ART EXCITE SHOPPERS ONLINE AND IN STORE
![Page 15: Snowboard Commerce Video Ethnography](https://reader033.fdocuments.us/reader033/viewer/2022052901/55692fced8b42add468b4c2b/html5/thumbnails/15.jpg)
SUB BRANDS AND BRANDED FEATURES DON’T MAKE SENSE TO BEGINNERS
• Beginner and intermediate don’t understand the different kinds of technology on the hang tags
• There’s no need to understand the technical details until people reach a higher skill level because then they would need specific features for their riding style
Snowbird | 04/12/23 | 15
![Page 16: Snowboard Commerce Video Ethnography](https://reader033.fdocuments.us/reader033/viewer/2022052901/55692fced8b42add468b4c2b/html5/thumbnails/16.jpg)
MARKET OPPORTUNITIES
• Multi Device [U01, U02, U03, U04]
• Integrating tools and information between different devices in and outside of the store
• Multi Channel [B01, B02, B03]
– Marketing and communicating with customers across different contexts (e.g. SMS, SNS, Email, etc)
• Community [U03, B01, B03]
– Leveraging social media data that informs and promotes purchasing criteria
Snowbird | 04/12/23 | 16
![Page 17: Snowboard Commerce Video Ethnography](https://reader033.fdocuments.us/reader033/viewer/2022052901/55692fced8b42add468b4c2b/html5/thumbnails/17.jpg)
MULTI DEVICE
• Pricing and feedback from friends or experienced snowboarders in store similar to online experience– [U01, U02, U03, U04]
Observations• Computer station availability in store to access inventory via web
• Shoppers with smart phones searching for prices via mobile web
Snowbird | 04/12/23 | 17
![Page 18: Snowboard Commerce Video Ethnography](https://reader033.fdocuments.us/reader033/viewer/2022052901/55692fced8b42add468b4c2b/html5/thumbnails/18.jpg)
MULTI CHANNEL
• Connecting shoppers with sales associates (experts) everywhere, from in store, online to on the mountain slopes via SMS, Twitter or SNS• [B01, B02]
Observations• Customers, and prospective customers seeing and talking to the sales
staff on the mountain builds trust
• Store owner updating customers on new promotions and company reflections through the blog
Snowbird | 04/12/23 | 18
![Page 19: Snowboard Commerce Video Ethnography](https://reader033.fdocuments.us/reader033/viewer/2022052901/55692fced8b42add468b4c2b/html5/thumbnails/19.jpg)
COMMUNITY
• Snowboarders influencing each other on what brands they buy, what they own, their skill level, their style and where they have snowboarded– [U03, B01, B03]
Observations• Brand awareness through other people’s equipment
• Sharing product information on Facebook
• Sending sale promotions between friends via email
• Borrowing or passing down equipment along siblings
Snowbird | 04/12/23 | 19
![Page 21: Snowboard Commerce Video Ethnography](https://reader033.fdocuments.us/reader033/viewer/2022052901/55692fced8b42add468b4c2b/html5/thumbnails/21.jpg)
PARTICIPANTS
• 7 total participants– 1 store owner– 1 store employee– 3 novices– 1 intermediate– 1 advanced
Snowbird | 04/12/23 | 21