Student’s Customer Experience A traditional grocery store Bikeeva Y. Salikovskaya V. Cyriaque Millot Karl-Rafael Kubisch Goncharova E.
Respondents • 20 -25 age • Female • Students 2
The results of our customers insight 3
Questions 1. Which are the differentiating points during your shopping? Why/how do you choose your shop? • Quality • Price • Location • Range 4
Questions 2. How often do you go shopping? • 3 -4 times per week • Every day (1) 5
Questions 3. How do you choose a specific product? • Price • Density of customers in the shop • Clarity of the price display, product close to price tag 6
Questions 4. Why would you buy on an impulse? If yes, then why do you choose this product? • Sales • Design of the product, the store´s brand influences • Smell 7
Questions 5. Do you plan what you are going to buy? • Shopping list • Shopping habit 8
Questions 6. How do you usually pay? • Cash + Card 9
Questions 7. Which transport facilities are essential for you? • Access to store with public transport/car • Access to parking with the shopping car 10
Questions 8. What type of package do you usually use? • Plastic 11
Customer touchpoints 12
Customer Corridor and Customer Touchpoints Become aware • Word of mouth • Shopwindow • Advertisingbanner Visit and choose products • Clear navigation • Good product offer • Rational prices • Comfort space • Friendly stuff Pay • Card • Cash • Bonuses 13
Value creators Functional Show key differensation points Show main values for clients Reputation Provide competitive price Provide competitive offer Demonstrate client oriented service Emotional Make customer feel welcome Make customer feel that we care about his needs Make customer feel apreciated 14
Touchpoint channels Pre- consumption 1 contact Core experience Purchase 15
The customer journey map For students 16
Transport Trigger • I need/want food • Hungry, enthusiasm, necessity • A new receipe idea Choose a location • What is close, know, new or that I really want • Interest, impatience, indifference • Easy access, escalators Move • car or public transport • Impatience, indifference, tiredness, laziness • Easy to find a functionnal basket 17
Navigate the store • Where is what I am looking for • Impatience, concentration, irritation, indifference • Easy and clear, walking with the basket is easy Choose a product • I know that, habit • Impatience, concentration, irritation, indifference, inspiration • A product imeadiatly jumps out, the price is clear and correct • Oh, this looks nice • Inspiration Impulse but • Healthy, tasty, fresh, clean Checkout • Which is the fastest queue? • Inspiration, interest, (necessity) • No queue, staff is polite, the band is long enough Pay • Can I pay with anything I want? • Impatience, irritation, boredom • There is enough change, card machine works fast 18
Going back Go back home • • • Unpack • This was exhausting! • Tired, indifference • Well packaged products, strong bags How do I get all this back? Indifference, boredom, tired Close and easy, no steps 19
QUESTIONS? 20
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Supermarkets_project.pptx