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

Featured in Retail

What is MindCart AI?

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

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What to say
The right themes
How to say it
The most persuasive language
To whom
The most receptive mindsets

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

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)

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

What is MindCart AI?

What to say

How to say it

To whom