Reopening Retail Stores: A Cartography of Canadian Mindsets for Street-Level Stores

Featured in

MindCart AI favicon

What is MindCart AI?

MindCart AI is an empirical solution for identifying what to say, how to say it and to whom.

  • Questions
    What to say

    The right themes

  • User experience
    How to say it

    The most persuasive language

  • Search
    To whom

    The most receptive mindsets

MindCart AI favicon

What was the purpose of this study?

The study was designed to help street-level stores reopen in Canada by uncovering what their customers need to hear and see.

What should be the process of "reopening" retail stores?

Opening process:

  • Retail stores open with appropriate COVID-19 messages
  • Upon entry customer given hand sanitizer and tissue
  • Store regulates entry: infrared digital thermometer used
  • One additional store reopens in strip mall every 24 hours until all have reopened

What measures should employees follow?

Employee must:

  • Wear protective garments, gloves and masks
  • Increase frequency of cleaning, self, store, products, etc.
  • Limit employee interaction: 6-foot spacing
  • No store requirements: customer does what seems best

What measures should customers follow?

Customer must:

  • Maintain physical distance: 6-feet from employees or other customers
  • Wear mask and gloves
  • Not handle items
  • Pay only by debit or credit card… no cash

What are the compliance aids?

Compliance aid:

  • Customer needs a little more than basic rules to comply
  • Customer requires personal reminder by floor clerks in store
  • Customer needs gentle reminder… signs around the store
  • Customer needs occasional reminder by announcement

MindCart AI favicon

What mindsets did we discover?

"These questions and answers are mixed together to create combinations resulting in 24 unique vignettes that the participants rate"

Mindset-1: Clinical Proof Seekers
Show me that you are clinically clean
  • Upon entry customer given hand sanitizer and tissue
  • Store regulates entry: infrared digital thermometers used
Mindset-2: Show me & guide me
Reassure me at te start and reinforce me during my shopping
  • Gentle reminders from floor clerks in the store
  • Make sure there is reinforcing signage around store
Mindset-3: Cabin fever
Store encourages & rewards shopper to do the right things
  • They are ready to do what is needed to get back to normal
  • Customer must wear mask, gloves and pay with debit or credit card (no cash)