MAPPING CX GAPS
ONE GREETING CARD AT A TIME
At-A-Glance
Understand customer mindsets.
Explore in-store vs. online shopping preferences.
Identify barriers to online conversion.
Evaluate how occasions and recipients impact shopping behavior.
Assess the value of convenience.
The Challenge
With an increasing number of consumers shopping online, a greeting card company wanted to develop a new foundational understanding of greeting card shoppers’ shopping process. They especially wanted to gain insight on specific steps in the shopping journey and online and in-store purchase decision-makers.
The Experience Solution
1) In-Depth Interviews
Study participants completed a series of card-shopping activities using a mobile ethnography platform to capture content and context.
2) Zoom Deep-Dive
Following the mobile ethnography, select participants completed a virtual deep-dive Zoom discussion to share additional details.
3) Analysis + Application of Resulting Data
The ExperienceBuilt Group analyzed feedback from participants and applied it to fill in the client's in-store and online experience gaps.
The EBG Impact
The data gathered about shopper journeys revealed experience gaps in the greeting card company's online shopping experience, especially regarding card search and filtering functionalities. We provided both in-store and online growth opportunities to improve CX wherever customers decided to shop.
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