Optimizing a two-sided model for lasting impact and experience

A plateau coupled with growing disillusionment 

Despite being in business for over 70 years, recent customer skepticism had begun affecting a retail chain’s competitive standing in the market. Customers were increasingly drawn to other thrift store chains that highlighted their support for specific community groups through their sales. Additionally, while the organization had a loyal customer base, it lacked insight into customer choices and reasons for return visits. 

The organization engaged Highland to apply human-centered, design research methods to:

• Provide insights for modernizing their marketing intelligence and determine key areas for focusing their metrics.
• Identify what is effective in the shopping and donation experience, with the goal to preserve its strengths and address any issues affecting the overall experience. 
• Demonstrate how they can clearly communicate and highlight their specific community impact, clarifying who and how are being supported through donation efforts.

Shoppers value the ‘escape’ experience more than the ‘treasures’ they find

Through one-on-one conversations and shadowing shoppers during their trips, we found shoppers are drawn to this thrift store chain for a unique form of escape. The process of seeking uniquely valuable items provides a respite from everyday financial worries and is enhanced by the history they imagine for each product. We identified that maintaining this immersive experience is crucial; any disruptions in the store’s environment can break this sense of escape and introduce stress. We also found that shoppers connect deeply with the ‘secret’ of discovering unique finds, which fosters a sense of community and excitement.

Through experience maps, we compiled our findings into a visual representation of the shopper’s journey, showcasing where the organization excelled and delighted customers. This helped identify how to amplify those strengths, as well as pinpoint areas where the experience faltered, highlighting key opportunities to boost customer satisfaction and loyalty.

Emotional strain is common among donors, who also expect recognition

By shadowing and having conversations donors, we found that the most significant challenge for donations occurs well before they arrive at the store—in the emotional labor of sorting and evaluating items. This extensive process can be a major deterrent. To overcome this, the retail chain must clearly communicate the specific community groups they support. By highlighting the direct impact on these groups, they can appeal to donors and distinguish themselves from competitors, as donors prefer to back causes they feel personally connected to.

Additionally, donors view their contributions as pivotal to the store's success and seek recognition for their role. They are sensitive to how their items are handled and take any mistreatment personally. For them, donating is more than a transaction; it’s a meaningful act that stands out in their cycle of consumption, which they often feel guilty about perpetuating.

Visualizing this process and mindset highlighted the need for increased efforts to engage customers before they visit physical locations. Additionally, we realized that donors would feel more valued if their items were handled with care and if there was greater transparency about how funds from sales are allocated.

Instilling confidence in shoppers and donors that they made the right choice

The outcome of this project was a reimagining of long-standing practices. While the retail chain has been a trusted fixture in many loyal customers' lives—some having shopped or donated there with their parents at a young age—disruptions to the familiar experience, such as smelling cigarette smoke in the store or witnessing someone steal an item without consequences, led both new and long-time patrons to question their continued association with the organization. 

Maintaining this emotional connection is key, and clarity of purpose and support to specific groups like domestic violence survivors, for example, cements a mission-driven purpose for both buyers and donors.

Our work provided the organization with fresh strategies to reconnect with and expand their loyal customer base. By enhancing the cherished 'escape' experience, recognizing the emotional investment of donors, and transparently communicating the impact of their community contributions, the store is well positioned to attract a larger and more devoted following.