OFFICE SKU CHOOSER
Creative Director: Jaina Rodriguez
Line of Business: Office Channel Marketing and Office Brand Team
Designers: Thomas Nichols & Jooyeon Oh
Customers often pick the wrong sku or don't understand the value proposition. In un-assisted environments this problem increases. Customers pick the wrong product and don't realize it until they are home, and installing the software. This causes friction in the purchase flow and can deter some customers.
Provide assistance to the shoppers (and employees) journey by adding a digital questionnaire to help in low or unassisted environments, both online/mobile and in-store. Customers can activate the experience on their mobile phone via QR code or interact with the digital screen to assist them in their purchase process.
Test digital chooser in 5 locations across the world before mass roll-out.
Use existing fixtures, monoliths and table-top card holders
Emphasize new features and feature videos
Track interactions for overall ROI
Add accessibility features where possible
Online (in development):
Create sku chooser questionnaire on product page
Provide HTML to partners via agency
June 2017 reporting showed 3 of the five stores had an uptick in sales and usage of the digital screens where the screen was newly introduced. The two stores who already had digital screens installed but updated content showed no change- low usage was reported prior to install and habits had not changed.
Final evaluations will conclude in August. Stores will offer feedback and analytics will help us to make any UI/UX adjustments for Back to School release and production, worldwide.