B bproject6

RETHINKING THE BIG-BOXRETAIL EXPERIENCE

SAMANTHA BENNET, JACKSON WOODS, ALEX JEFFERS, EVAN RUSZALA, ISABELLA PINEDA

PROJECTOVERVIEW

Design a set of interrelated service offerings that

will dramatically improve the customer’s

decision-making and purchasing experience.

ONSITERESEARCH

AEI

U0

going around trying on different kinds of headphones, putting on headphones, picking up

headphones looking at them closer, reading labels on headphones, casually pacing

temperature is very cold, lighting is blue-ish, smells like electronics, strong smell as soon as you

enter, different zones for different electronics

engage with headphones through listening, search for ink cartons, ask salesperson for help, getting

guided by salesperson, check out, pacing around store through environments.

headphones, printers, signs, aisles, money, register, counter, electronics, lights, displays, music,

cables, ink, paper, catalogs, shelves

couples, lonely buyers, families, 20s and 30s, double couples, friends

SERVICE PACKAGE

Electronics and

Appliances

Store

Website

Employees

Geek Squad

Apple, Samsung, Sony

& Windows kiosk

College Student Deals

Best Buy Marketplace

Free Shipping $35 and Over

Deal fo the Day

Sales and Promotions

Trade-in Center

Core Service Facilitating Services Enhancing Services Differentiating Services

Size

STAKEHOLDERMAP

customers

mobile

management

retail

management

retail

salesman

geek squad

repair service

customer

service

cashiers

delivery

service

mobile

salesman

distribution corporate

cleaning service

CATEGORYOVERVIEW

BRANDS TYPES

Circumaural (Full-Size)

Supra-Aural (on-ear)

Earbuds

Canalbuds

In-ear headphones

Noise cancelling

Wireless (Bluetooth)

DJ

Sport

ACCESORIES

Audio cable

Stereo splitter

Eartips

Smart wrap

+HDGSKRQH�DPSOLƓHUEarbud tips

Amps

Cases

Extension cords

Splitters

Ear cushions and tips

Cables and cords

Chargers

Batteries

Adapters

VALUE

$50 and below $50 to $100 $100 to $500

ENVIRONMENTS AND ZONES

Headphones

Entrance

Cart

Return

Customer Service

Speakers

Mobile Phones

Cameras and Camcorders

Music

Movies

Checkout

PERSONAPROFILE 1

Sophia, Angela, & Jordan

“The new Beats are

super cool and I just

have to have them.”

KEY MOTIVATORSophia fell in love with Jordan’s headphones and decided she

needed a pair for herself.

Dr. Dre Beats are the most popular headphones in school and she

loves to have the latest styles.

GOALS

(DVLO\�ƓQG�WKH�KHDGSKRQHV�DW�%HVW�%X\�Fast checkout process so she can immediately own her new head

phones.

PHYSICAL, EMOTIONAL AND MENTAL STATES

Eager to own her Beats headphones.

Hopes the transaction is quick.

:DQWV�WR�ƓQG�LW�HDVLO\�

EXPECTATIONS

6RSKLD�H[SHFWV�WR�EH�DEOH�WR�ƓQG�KHU�KHDGSKRQHV�YHU\�TXLFNO\�LQ

good condition. She wants to be able to buy them ASAP and put

them on when she gets in her car.

PERSONAPROFILE 2

Lindsey & Mark

“A glass of wine and a

movie is all we want, the

only thing missing is an

HDMI cord.”

KEY MOTIVATORBought a new TV and forgot to buy an HDMI cord with it.

Want to sit back and relax by watching a movie after a long week

end of moving.

GOALS

Find the HDMI cords quickly within best buy in order to hurry home

and relax.

Not spend an arm and leg on a simple connector cord.

Easily identify which cord will work with their new TV and AppleTv

without having to consult an employee.

PHYSICAL, EMOTIONAL AND MENTAL STATES

Want the HDMI cord to be found easily.

Eager to get in and out.

Tired of crazy sales people bargering them in stores.

EXPECTATIONS

Lindsey and Mark expect to be able to get in and out of Best Buy

within ƓIWHHQ minutes without being bothered too much by em

ployees and to have everything they need to know about their

product displayed.

ENCOUNTERMAP 1

sees a friend in school

who bought new Beats

friend refers her to

Best Buy

drives over with

friend

walks in, goes

directly to

headphones

ƓQGV�UDQGRPO\�placed beats, can’t

ƓQG�RQHV�VKH�wants

salesperson

approaches her

she asks about the

headphones she

wantssalesperson directs

her to them

grabs headphones

she wants

walks to check out

counter

pulls money from

birthday and pays

gets receipt and

bag with

headphones

asked to show

receipt at exit

gets into car and

opens headphones

“ I want the same

headphones my friend

just bought”

bought a new TV, need

an HDMI cable

drive to Best Buy

walk in, walk

around isles

looking for cable

salesperson asks if

they need help

tell him about

HDMI cable, get

directed there

walk towards cash

register

notice headphones

and walk to section

try on several and

listen to music

laugh and play for

a while

walk to cash register,

pay with credit card,

get receipt

use Best Buy

Rewards Card

not asked for

receipt at exit

get in car and drive

back home

install apple tv,

watch movie

ENCOUNTERMAP 2

“ We need an HDMI

cable to plug our

AppleTv to our new TV”

SERVICEBLUEPRINT 1

Buy a new TVNeed an HDMI

cable to connect apple tv

Drive to Best Buy to buy cable

Walk into Best Buy

Start walking through the isles looking for the cable

A salesperson approaches

them and asks if they need help

Tell him they need an HDMI cable

Salesperson directs them to the right place

Choose an HDMI cable without much thought

Start walking towards the cash

register

See the headphones

section on their way there

Make a stop at the headphones

sectionheadphones and

speakers

Try on several headphones

Goof around, laugh and listen

to music

Head to cash register

Buy the HDMI cable

Pay with credit card and use

their Best Buy Rewards card

Grab their bag and walk to exit

Get into car and drive back home

Plug apple tv to new tv using HDMI cable

Greet entering customers

Greet customers and ask if they need any help

Direct customers to the cables

section

Get dressed with Best Buy t-shirt

Process payment. Add points to

Best Buy rewards card

- New TV- Cables-Set up manual

- Apple TV - New TV

- Car- Street

- Street lights - Entrance door- Best Buy sign

- Isles- Other tech products- Shelves

- Salesperson- Isles - Sales person

- Salesperson- Cable section

- Cable section- Shelves- Cables- HDMI cable section

- Aisles- Tech products

- Headphone section- Headphones- Speakers- Headphone diplays



- Headphone section- Headphones- Music- Headphone diplays- Headphone videos - Mirror


- Isles-Check out section

- HDMI cable- Check out counter- Cashier- Cash register

- Credit card- Best Buy rewards card

- Best Buy bag- HDMI cable- Receipt

- Car

- Street lights-Apple TV- New TV- HDMI cable

Clean place and organize products

Get dressed with Best Buy t-shirt

Listen to customer’s

request

Layout the headphone section and

organize products


organize products

Greet customers

Payment processing system

!

The section is not well organized, speakers are

mixed up with headphones and the same brand is

Home Car Entrance Aisles Cable section Aisles Headphones section Aisles Cash Register Exit Car Home

!

Too much information

which is too overwhelming

for the customer. Too many products and no evident

signage of how to get around.

!

Salespeople are not very

timely, they are insistent when you have refused

their help, but not present when you need them.

!

Best Buy only offers the

Best Buy Credit Card, which many customers are

not interested in.

SERVICE BLUEPRINT 2

alesperson ts them to

t place

Choose an HDMI cable without much thought

Start walking towards the cash

register

See the headphones

section on their way there

Make a stop at the headphones

sectionheadphones and

speakers

Try on several headphones

Goof around, laugh and listen

to music

Head to cash register

Buy the HDMI cable

Pay with credit card and use

their Best Buy Rewards card

Grab their bag and w

omers o the cables

tion

Process payment. Add points to


- Cable section- Shelves- Cables- HDMI cable section

- Aisles- Tech products





- Headphones- Music- Headphone diplays- Headphone videos - Mirror

- Isles-Check out section

- HDMI cable- Check out counter- Cashier- Cash register

- Credit card- Best Buy rewards card

- Best Buy bag- HDMI cable- Receipt


organize products


organize products

Greet customers

Payment processing system

!

The section is not well organized, speakers are

mixed up with headphones and the same brand is

Cable section Aisles Headphones section Aisles Cash Register Exit

!

Best Buy only offers the

Best Buy Credit Card, which many customers are

not interested in.

SERVICEBLUEPRINT 2

Talks with salesperson aboutBeats Headphones

Directs her over tothe Beats display

Sales personshows her thebaby blue versions available

Say goodbyeto customer

Sales peoplehelping othercustomers andrestockingthe store.

Set clean bin on dirty dishes section

Remove dirty dishes from bin

Greeted by Entrance Attendant

Confused aboutwhere theheadphones shewants are

Constantly asked ifshe needs help canbecome intrusive

Just wants to leavethe store withoutany holdups

Stock room clerkfor resupplyingthe store.

Acquisition of pamphlets for upcoming events

-Class Rooms-Locker Halls-Backpacks

- Tables and chairs- Lighting-Entrance Attendant- Entrance doors

- Beats Dispaly Video-Variety of Headphones-Product Information-Headphone Boxes

Neutral

- Condiment table- Condiments-Straws

- Sugar- Cream-Stirring Stick

-Condiment table

- Bar- Stool

- Laptop-Bar- Headphones

- Barista- Bar-Stool

- Bar-Stool

- Mug - Dirty Dishes bin

- Laptop- Backpack

- Table- Event pamphlets - Barista

Sees friend with new Beats

Drives to Best Buy with Friends

Walk into Best Buy

Wanders around the front ailes.

Gets distracted by smaller section.

Tells her to follow him to the main Beats section

She asks if they have baby blue ones.

She browses the She asks her friend which ones.

She picks out the blue ones and goes to check out.

Friends wander around the store.

Walks through check out.

Her friends buy some candy on the way out.

Shows the attendant her receipt

Walk out to the car. Open the box in the car.

Starts wearing them immediately,

have them

Listens to music with friends

Passes the headphones around.

hang out with friends.

Attendantthanks her forthe receipt andsays goodbye

- Abercorn St-Whitaker St

- Pedestrians

Highschool Car Best Buy Entrance Best Buy Entrance Parking Lot CarBest Buy store RegistersBeats SectionHeadphone Section

- Headphone Displays-Speakers-Product packages-Music

+

-

A salesperson approaches them and asks if they need help

Customer Emotions

Line of Visibility

Line of Inner Interaction

Line of Interaction

! !!

SERVICEBLUEPRINT 2

Talks with salesperson aboutBeats Headphones

Directs her over tothe Beats display

Sales personshows her thebaby blue versions available

Sales peoplehelping othercustomers andrestockingthe store.

reeted by ntrance ttendant

Confused aboutwhere theheadphones shewants are

Constantly asked ifshe needs help canbecome intrusive

Stock room clerkfor resupplyingthe store.

ables and chairsting

ce Attendantance doors

- Beats Dispaly Video-Variety of Headphones-Product Information-Headphone Boxes

- Condiment table- Condiments-Straws

- Sugar- Cream-Stirring Stick

-Condiment table

Walk into Best Buy

Wanders around the front ailes.

Gets distracted by smaller section.

Tells her to follow him to the main Beats section

She asks if they have baby blue ones.

She browses the She asks her friend which ones.

She picks out the blue ones and goes to check out.

Friends wander around the store.

Walks through check out.

est Buy Entrance Best Buy store RBeats SectionHeadphone Section

- Headphone Displays-Speakers-Product packages-Music

A salesperson approaches them and asks if they need help!

!

SENSORYIMPRESSIONS

TRIGGER

TYPE

INTENSITY

DURATION

PLEASANTNESS

IMPACT

Entering building Entering building Entering building

Smell Sight Hearing

Medium-High Extremely High Low-Medium

Permanent Permanent Permanent

It smells like new

electronics, plastic and

tape

The amount of things

are overwhelming,

sgnage is not evident

Sounds are neutral, do

not bother or create

pleasure

Smells like new, most

people like this

Customer feels

overwhelmed at

moment of entrance

No effect of pain or

pleasure

SERVICEQUALITY

Wants to get exact headphones her friend has

Is able to buy the exact headphones as her friend’s

Since she knows exactly what she wants, she

H[SHFWV�WR�JR�LQ�DQG�ƓQG�WKHP�LPPHGLDWHO\Finds them after some struggle and help because

they are misplaced

Expects to be assisted if she needs it

Salesperson is insistent about providing help

Find cable section quickly

Get lost walking through the aisles

Rapid operation

&DQōW�ƓQG�FDEOHV�DQG�WKHQ�JHW�GLVWUDFWHG�ZLWK�headphones

Expect to get good rewards and points with


Get 5% discount

Sophia, Angela and Jordan Lindsey and Mark

STRATEGIC PROBLEMSEND USER

Why are things confusing and not laid out logically?

Why are some displays not working?

Why are the prices bold and very noticeable?

Why do they have different areas for the same thing?

Why are employees constantly asking if you need help?

Why isn’t the signage noticeable?

Why don’t rewards card members feel appreciated?

Why are displays not very explanatory?

Why aren’t employees knowledgeable on products?

STRATEGIC PROBLEMSSERVICE PROVIDER -

:K\�DUHQōW�GLVSOD\V�ZRUNLQJ�DQG�HPSOR\HHV�QRW�NQRZOHGJHDEOH�RQ�KRZ�WR�Ɠ[�LW"

Why do employees constantly have to ask customers if they need help?

How can employees be better educated?

How can rewards card members feel more appreciated?

CATEGORY OVERVIEW

BRANDS TYPES

Dot matrix

Ink Jet

Laser

Photo Printer

Dye-sublimation

Thermal

All in one

LED

3D

Portable

Receipt

ACCESORIES

Ribbon

Ink cartridge

Toner cartridge

Paper

Printer adapters

Printer cables

Printer trays and

drawers

VALUE$500 and below $500 to $3000 $3000 and above

ENVIRONMENTS AND ZONES

Headphones

CamerasMobile Phones

PrintersComputers

Entrance

Cart

Return

Customer Service

Checkout

ENCOUNTERMAP 1

needs a printer for

school

calls dad so he can

buy it

dad goes to

bestbuy.com

ƓQGV�SULQWHU�ZLWK�features son needs

orders it to be

picked up at

Abercorn location

son drives to best

buy

walks in and heads

to store pick-up

counterwoman in counter

asks for order

number and ID

Best Buy employee

says she will be

right back

employee

dissapears through

doors

employee comes

back with printer

ready

signs receipt and

exits

calls dad from car

installs printer and

uses it to print

essay

“I need a printer for my

college papers”

ENCOUNTERMAP 2

children need printer for

school papers

go online to see

what printers are

available

walk into store

search for where

printers are located

employee asks if

they need help

get directed to

printers

employee has to

research which

printer they needƓQG�WKH�SULQWHU

Continue to cash

register

are asked if they

want to sign up for

Best buy rewards

agree and check

out

asked to show

receipt at exit

go online to see

their Best Buy

rewards points

use printer for

paper due next day

“We need a printer for

the kid’s school projects”

SERVICE BLUEPRINT 1

Printer breakswhen son is at school

Son calls dad to tell him printer broke

Looks at the product reviewand buys oneonline

He chooses the option for storepick up in Savannah

Dad calls his son to let him know it’s readyto be picked up

Son gets the ordernumber and his i.d. ready

Son drives to Best Buy

Chooses a spotright infront of the store

Walks into Best Buy and isgreeted by an employee

Store pick-upis to the right of the entrance

He waits in line

He hands her his

number and i.d

She types in the number and says she’ll be right back

She comes back with the printerboxed and ready to go

She has him sign a reciept

She says havea nice day and hands him the pinter

He walks out of the store happy

When he gets in his car he calls hisdad

He drives home with a new printer the same day his broke

G reet entering

customers

- printer broken- apartment

-Cellphone_Dad

-Computer-Desk-Keyboard

-Computer -Desk-Keyboard-Mouse

-CellphoneI.d. cardPaperWallet

-Car-Road- Stoplights

-Car-parking lines-Parking lot

-Entrance-Door

-Signs- People-Geek Squad

-Rope-Costumers

-Register-Computer-counter-Store Clerk

- Headphone se ction- Headphones- M usic- Headphone dipl ays- Headphone videos - M irror

-Doors-Counter-Computer

-Pen-Signature

-Bag -Doors-Cash Registers-Parking Lot

-New Printer

Home Online Online Online/ Car Parking Lot Aisles Store Pick-Up Cash R egister Exit Car Home

!

not enough product reviews for the

!

Salespeople are not very timely, they are insistent

when you have refused their help, but not present

when you need them.

!

They do not say if you canbring a student i.d. with

you or if it has to be a state issued i.d.

+

-neutral

Customer Emotions

Line of Inner Interaction

Line of Invisibility

Line of Interaction

Dad goes online and starts to research printer costs

When he getsto the counterthe woman asks how she can help

- Computer-Desk - keyboard

-Cellphone-Car-Parking lot

SENSORY IMPRESSIONS

TRIGGER

TYPE

INTENSITY

DURATION

PLEASANTNESS

IMPACT

Entering building Entering building Entering building

Smell Sight Hearing

Medium-High Extremely High Low-Medium

Permanent Permanent Permanent

It smells like new

electronics, plastic and

tape

The amount of things

are overwhelming,

sgnage is not evident

Sounds are neutral, do

not bother or create

pleasure

Smells like new, most

people like this

Customer feels

overwhelmed at

moment of entrance

No effect of pain or

pleasure

SERVICE QUALITY

Wants an easy process, dad orders, quick pickup

Process is quick and easy, ready to go

Minimal effort, no choosing, no paying

Printer is already chosen, only has to sign receipt

Expect employees to be knowledgeable of what

they are sellling

Employee has to research on laptop

([SHFW�5HZDUGV�FDUG�WR�KDYH�JRRG�EHQHƓWV�DQG�SURPRWLRQV

Get only 5% of discount and have to

create a Credit Card

Expect differences and features to be evident

Printers are organized by brand

Dan and James Martha, John, Lea and Jake

STRATEGIC PROBLEMSEND USER

How can displays be more informative?

Why don’t employees know about differences on each product?

How can we create a better path towards the printers?

Why aren’t there explanatory signs detailing products?

Why are there zero advertisements on products?

How can we reduce favoritism towards brands?

How can we create interactive displays?

STRATEGIC PROBLEMSSERVICE PROVIDER

Why do employees constantly have to ask customers if they need help?

How can employees be better educated?

How can rewards card members feel more appreciated?

Why are employees pushed to sell certain brands?

Why are customers not sure how to get to places throughout store?

OPPORTUNITIES

-Multiple display areas

-Non working

headphone displays

-Bold prices

-Randomly placed

-items

-Amount of product

displays

-Amont of employees

who ask if you need

help

-Quantity of items

displayed

-Make it easier to

compare headphones

-Staff during holidays

-Signs and directions

-Variety

-Condensing product

into one section

�%HQHƓWV�IRU�FDUG�holders

Organize by price

rather than brand

-Better explained

displays

-Explanatory signs

-Coherent organization

-Button to call for

assistance

-Price check scanners

on aisles

-Self checkout

-Trade system

-Wholistic experience

REMOVE REDUCE INCREASE ADD

OPPORTUNITIES

-Pointless, redundant

shelves, could be used

for other products

-Section of store,

locate in front

-Employees asking if

you need help

-Ads and signage in

store

-More knowledgeable

and trained employees

-Music, ambiance,

make experience less

boring

-Organize according to

price or quality

-Different part of store,

move location

-Displays, practice

printers where you can

see the quality of the

print

- More advertisements

REMOVE REDUCE INCREASE ADD

VISION FORREVAMPED EXPERIENCE

We believe that the customer should feel unburdened by

service staff and delighted by the product they purchase.

The customer should have access to plenty of reliable

information through good display advertising. The

FXVWRPHU�VKRXOG�IHHO�FDSDEOH�DQG�DEOH�WR�ƓQG�ZKDW�WKH\�need, but never be too far away from a staff member if

they need help.

THANKYOU

B bproject6

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