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Jenny Hong Jiang, Joseph Nayquonabe, Nicole Newville, Palka Sharma, Ning Yu

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Agenda Introduction/Motivation Research Design Secondary Data Focus Group Design & Results Survey Design Survey Results/Analysis Recommendations Questions

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Introduction/Motivation

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Theres an Ap for that! Caribous current Smartphone experience Competition in the Smartphone space Decisions that need to be made Research Objectives to assist decision making

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Research Design

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Exploratory Research Primarily Secondary Research Qualitative Research Focus Group Quantitative Research Survey

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Secondary Data

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Secondary Data Sources Universal McCann and AOL Report on Smartphone usage

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Secondary Data Sources iPhone Mobile Web consumption exceeds other devices

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Secondary Data Sources

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Insight Express: Mobile Research on Research Mobile Phone penetration Internet penetration Gen Y (18-24) 85%87% Gen X (25-44) 82%83% Younger Boomers (45-54) 80%65% Older Boomers (55-64) 79%65%

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Focus Group Design & Results

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Focus Group Purpose: Smartphone usage Consumer preferences for a Caribou Coffee application Size: 5 respondents Criterion: Currently use a Smartphone and are familiar with application downloads Platforms 3 iPhone 1 Palm Pre1 Google

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Focus Group Results Multiple application downloads: FREE Spend maximum time using the internet Learn about apps via friends or ads Convenience of using mobile web, from 2-5 hours a day Caribou Coffee specifics: location, store hours, order via phone, review menu items, pay in advance, incentives/ deals

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Survey Design

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Survey Electronic survey via email Time constraints Perceived greater response due to easier accessibility Easier to interpret results Sampling procedure Emailed to 65 friends/ co-workers 82% response rate CONVENIENCE Sampling NOTE: It is assumed that the sample is representative of the entire population

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Survey Questionnaire http://www.zoomerang.com/Survey/?p=WEB229VD547PEU

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Survey Questionnaire Challenges: Non responders: 18% - But we had 53 respondents in four days Pre-test survey if time permitted Assumption of sample size representative of population Preferences and attitudes limited to local population

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Survey Results/Analysis

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H1: Mobile Web vs. App Very Easy = 2 Easy = 1 Neither Easy Nor Difficult = 0 Difficult = -1 Very Difficult = -2 P = 0.032P = 0.13P = 0.044

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H2: App Feature Importance

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H2: Likelihood of more store visit Featuresstore locatormenuCouponorder in advance Mean for all samples1.582.111.742.35 Likely to shop more at CaribouNoYesNoYesNoYesNoYes mean1.541.591.542.312.091.622.912.16 p value0.430.0360.0460.028

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H3: Loyal vs. non-loyal

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H4: Application Usage

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Results indicate iPhone users download more applications than other Smartphone users Average applications installed on iPhone compared to other Smartphone handsets

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H5: Ordering via Mobile Test reveals that owning an iPhone handset does not make a person more likely to order coffee using their mobile phone

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H6: Increase in Caribou Frequency Results indicate a statistical relationship between people who would use the order feature and an increase in their shopping frequency

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Recommendations

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Recommendation Two Phases Approach 1.Phase I Standalone iPhone Based Application 2.Phase II - Standalone Android Based Application

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Recommendation Phase I Supporting Platform iPhone Format Standalone Application

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Recommendation Phase I Major Features 1.Store Locator 2.Order in Advance 3.Mobile Coupons 4.Online Menu

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Recommendation Phase II Supporting Platform Android Format Standalone Application

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Questions?