How to improve Grocery Shopping Experience of Consumers

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HOW TO IMPROVE THE GROCERY SHOPPPING EXPERIENCE OF CONSUMERS WOLFF’S PACK Julia Judge, Oliver Kuhn, Taryn Martiniello, Elitsa Ivanova

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Transcript of How to improve Grocery Shopping Experience of Consumers

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HOW TO IMPROVE THE GROCERY SHOPPPING EXPERIENCE OF CONSUMERS!

WOLFF’S PACK!Julia Judge, Oliver Kuhn,!Taryn Martiniello, Elitsa Ivanova !

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Source: Institute of Design @ Stanford immersed!

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observed!Source: Institute of Design @ Stanford

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Design thinking!Knowledge Funnel,!Roger Martin, 2009!Source: Institute of Design @ Stanford

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POV: Mind-mapped!Source: Institute of Design @ Stanford

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Oppositional thinking & !Abductive logic!

What if no check-out counters? !

What if no physical shops? !

What if there are only digital Netto shops?!

Source: Institute of Design @ Stanford

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How does the digital shopping experience add value?!

Desirability:!- Easy!- Convenient!- Exciting!- Relate not just consume!-positive change!-great experience!

Economic Viability:!- Removing physical shops!- Relatively low opportunity cost!- No shelf-limitation problem!- More new products can be introduced!- Narrows the consumer perception- brand image gap!- First mover advantage!- Competitive advantage!

Technical Feasibility:!- Focus on relationship, not just consumption!- Digital experience!- Opportunity to build community!- Direct communication!- Low cost of maintenance!

IDEO !Design Thinking!

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SCAMPER-ed!Source: Institute of Design @ Stanford

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Juxtaposition-ed!Source: Institute of Design @ Stanford

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Prototype-d it once: !for empathy gaining!Source: Institute of Design @ Stanford

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Prototype-d it twice: !to explore further!Source: Institute of Design @ Stanford

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Prototype-d it yet again: !to test!Source: Institute of Design @ Stanford

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Next Steps!

- Build prototype of the site and test with consumers!

- Take into account experiences of other digital shops!

- Work on the algorithm – !- Supply chain – how to change?!- Human resource – what people do Netto need?!- Delivery system-critical points & how to manage it: !timing, personnel characteristics…!- Orders processing – time between ordering, packing & delivering!- Customer service &Complaints handling!- Others!

- Testing – start with one city & expand;!

- Build educational programs for consumers: prepare the market !

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Thank you !

Q & A!