What innovative features could Indigo add to its mobile app to improve the in-store shopping experience?

Introduction

To improve Indigo's in-store shopping experience through innovative mobile app features, we need to understand the current user journey, pain points, and opportunities for digital-physical integration. I'll outline a strategic approach to enhance the app's functionality, focusing on creating a seamless connection between online browsing and in-store purchasing.

Step 1

Clarifying Questions (5 mins)

• Looking at Indigo's position as a major bookstore chain, I'm thinking about the balance between physical and digital offerings. Could you share more about the current split between in-store and online sales, and how the mobile app fits into this ecosystem?

Why it matters: Determines the focus of our app improvements (e.g., driving in-store traffic vs. enhancing in-store experience) Expected answer: 60% in-store, 40% online, with the app primarily used for product research and loyalty program Impact on approach: Would focus on features that bridge online research with in-store purchases

• Considering the evolving retail landscape, I'm curious about Indigo's current customer acquisition and retention challenges. What are the key metrics we're trying to improve with these app innovations?

Why it matters: Helps prioritize features that address specific business goals Expected answer: Focusing on increasing average transaction value and repeat visit frequency Impact on approach: Would emphasize features that encourage exploration and impulse purchases in-store

• Given the unique nature of book retail, I'm wondering about the current in-store customer behavior. What percentage of customers come in with a specific book in mind versus browsing, and how does this compare to app usage patterns?

Why it matters: Informs the balance between search/navigation features and discovery/recommendation features Expected answer: 40% specific item, 60% browsing in-store; reverse for app usage Impact on approach: Would focus on improving in-app discovery and creating seamless transitions to in-store exploration

• Considering the competitive landscape, I'm thinking about Indigo's unique value proposition. How does Indigo differentiate itself from online-only retailers and other physical bookstores, and how could the app reinforce this?

Why it matters: Guides feature development to align with and enhance Indigo's brand positioning Expected answer: Focus on curated selections, community events, and personalized recommendations Impact on approach: Would prioritize features that highlight curation and community aspects in-store