Kartloadv2

KartLoad Supermarket"Key Personas"To-Be Process Flow"

Kate Wilson

KEY PERSONAS

Beryl •  “I only shop once a fortnight, right a6er I receive my pension” •  “I like using my wheeled shopper but if there is too much shopping I’ll catch a taxi instead of the

bus” •  “I like reading the supermarket catalogue I receive in the post. I circle the bargains I like and then

take the catalogue with me to the store” •  “I don’t like crowds so I avoid the supermarket at peak hour. Usually a weekday at 10am is quiet” •  “I tend to sFck to the same brands but can be swayed by a good bargain if it saves me a few dollars” •  “I never go in the self-‐service queue because the computer confuses me”

Beryl is 75 years old and is a widow who lives on her pension. She likes

going to the supermarket because

she gets bored. She has always been a

responsible household budgeter.

Senior

She needs She has

Home delivery To be noFfied if something that wasn’t in stock is now in stock

A preference for paying with cash Engaged with products

Susan •  “I struggle to think of what to cook for dinner. I try and serve healthy meals but someFmes it’s hard

because the kids are fussy eaters.” •  “I work fullFme so I usually shop once a week on the weekend.” •  “I don’t really make lists so I end up going down every aisle to make sure I don’t forget anything.

SomeFmes I forget a few things which is really annoying because I hate going to the supermarket a6er work – I’m too Fred!.”

•  “I don’t like shopping with the boys because I always end up giving into their pleas for junk food.” •  “I try and budget where possible but if something is more convenient I’m happy to spend a few

extra dollars – anything to save me Fme and stress!”

Susan is 38 years old. She is a single mum

with 2 sons aged 4 and 13 years old. She earns

a decent salary as a retail store manager.

Single Mum

She needs She has

Help with meal ideas Help with making shopping lists Help with store navigaFon To speed up the process of shopping Home delivery Online shopping

A preference for paying with credit card A car Comfortability with technology

Joanne •  “I love using my iPad in the kitchen – it’s great to look at recipes and watch cooking videos” •  “I always shop during the weekday – weeknights and weekends are just too busy with social

engagements and my kid’s soccer games” •  “I usually shop a couple of Fmes a week and I prefer using the service aisle because I like having a

chat to whoever is working in the checkout” •  “I keep a shopping list on my iPhone and every Sunday I make a meal plan for the week” •  “I like to support local businesses so I don’t really buy bread, meat or vegetables at the supermarket

– I prefer going to the local bakery, butcher or fruit shop.” •  “My kids have a few food allergies so I like to check the ingredients carefully. It usually means I sFck

to the same brands as well” •  “SomeFmes I find it annoying if I want to meet my friend for coffee a6er I shop because I have all

the shopping bags with me” Joanne is 35 years old. She is a stay-‐at-‐home mum. Her husband is

the breadwinner with a $100k+ salary. She has 3 kids between 4 and

18 years old.

DomesFc Goddess

She needs She has

A service where she can shop and then pick up the goods at a convenient Fme

A preference for paying with savings card A car Comfortability with technology A preference for shopping in store

Kevin •  “I love eaFng as healthy possible so I buy a lot of fresh veggies” •  “I don’t really have Fme during the week to shop because a6er work

I’m either at the gym or socialising” •  “I usually shop every week because I can’t really plan too far ahead as

I travel a bit for work” •  “I cook very basic dishes during the week but on the weekend I enjoy

cooking for family and friends. I usually grab a recipe off the web” •  “I don’t really make lists, I tend to remember what I need. I guess if

I’m making a specific dish I’ll print the recipe and take it with me” Kevin is 30 years old. He

is single with no dependents and earns a

high salary as an architect

ExecuFve / Bachelor

He needs He has

Home delivery or pick up Online shopping Help with making lists

A preference for paying with credit card Tech savvy A car

Stuart •  “As a builder I generally clock off around 3-‐4pm so I usually do the

grocery shopping as my wife doesn’t get home Fl 8ish” •  “I find grocery shopping a bit daunFng. My wife usually helps by

sending me a shopping list but I sFll find it such a chore.” •  “SomeFmes I have trouble idenFfying exactly what my wife wants me

to buy, especially with cleaning products”

Stuart is 32 years old and is a builder. He is

married to Becky who is a lawyer. They have 1

daughter who is 5 years old.

Dad

He needs He has

Help with navigaFng store Help with product idenFficaFon Something to make sharing shopping lists easier

A preference for paying with cash Comfortability with technology

TO-‐BE PROCESS

Overview •  The recommended process combines various combinaFons of online and offline

shopping to cater to range of customer preferences •  The opFmal customer experience is achieved by the customer creaFng an account

with the store that stores their credit card number as this facilitates payment automaFon. It also provides the store with a range of data because the shopping paderns of individual customers can be idenFfied and hopefully predicted and managed accordingly e.g. response to promoFons, etc. This can potenFally help the store manage it’s markeFng objecFves.

•  Providing store employees with access to an online workflow system can speed up communicaFon between the checkouts and the delivery/pick up point.

•  The online shopping experience is not only about only shopping – the customer experience can be enriched by providing tools such as recipes, meal planners and a favourites list.

•  Mobile technology should be used to enhance store navigaFon by generaFng recommended routes for a parFcular shopping list that guide the customer around the store in the most efficient way.

•  ProacFvely addressing customer needs (such as offering to deliver upon restock) can increase their saFsfacFon

Customer decides to shop

How to place order?

Place order online (1)

Place order in store (2)

How to receive goods?

Home Delivery (3)

Collect from store (4)

High Level Process

(1) Sub-‐Process: Place order online

Customer logs into online store

(A1) (A2)

Need online recipes?

Review online recipes

Browse products by category,

Favourites list or search

Online

In Store

Yes

No

Need meal plan?

Drag and drop recipes to each day of the week to create meal plan

Tick which ingredients you

want to add to cart

‘Star’ products to add to your Favourites list

No

Yes

Tick which products you want

to add to cart

Pay for goods (A3)

Indicates sub-‐process

How to receive goods?

Home Delivery (3a)

Collect from store (4b)

A2 means assumpFon 2 on next slide

(4) Means sub process 4 and (4a) means subsub process 4a)

An underlined process box is hyperlinked so you can take a shortcut to that sub-‐process

AssumpFons (1) Sub-‐Process: Place order online

•  A1 – customer has already created an online account for the online store •  A2 – customer can shop online via computer, mobile app or tablet app •  A3 – customer can pay via credit card or authorise a direct debit

Back to High Level Process

Value •  Customers like Susan and Kevin will appreciate being able to plan meals, find recipes and buy

goods online •  Customers like Stuart who receives shopping lists from his wife but doesn’t always know what she

means will find value in shopping online because his wife can create a ‘Favourites’ list with pictures – he can print this and take it to the store or complete the shopping process online

(2) Sub-‐Process: Place order in store

Customer goes to store

Look for goods

Search for good using personal mobile/tablet or store tablet (A1)

Good located

Good not located

Proceed to check-‐out

Drop off goods for home

delivery (A2) (3c)

Scan goods

No

Yes

Ask store employee

(A3)

Load goods to be scanned

Pay for goods

Shopping complete?

Select queue type

Drop-‐off

Service

Self-‐Service

Take home goods now?

Pick up later? No

Yes

Look for goods

Good located

Good not located

Leave store

Home delivery (3b)

Yes

Collect goods from pick up point (A4)

(4a)

No

Good located

Submit ‘Deliver-‐upon-‐

restock’ (A5) (5)

Good not located


Unspecified length of Fme elapses before next step

AssumpFons (2) Sub-‐Process: Place order in store

•  A1 – part of the mobile/tablet app includes a map of the store that enables a user to search for a product to retrieve store locaFon (i.e. aisle, shelf) and then map of the store to aid store navigaFon. If the customer doesn’t have access to the app themselves, there is a fixed tablet in store which they can use. Another possibility is that if the customer has created a shopping list using the app, once in store they generate the most efficient route on the app

•  A2 – drop-‐off means that the customer has can choose items in store, drop off the items and they will be bagged and delivered to their house, with the correct payment charged to their credit card connected to their customer account. They don’t need to wait around for each item to be scanned – they can just leave.

•  A3 – it can be assumed that the store employee will be able to locate the good or determine if the store is out of stock (shelf stockers should label a shelf that is out of stock for clarity)

•  A4 – there would be a limited number of days the goods could be le6 waiFng to be picked up before they were discarded. See sub-‐sub process (4a)

•  A5 – KartLoad should operate a service whereby they guarantee all products to be stocked and in the event a good is not in stock, they will deliver it free of charge when it comes back in stock. See sub-‐sub processes (5a) and (5b)


Value •  Customers like Stuart and Susan who struggle to locate goods in store can use the

app to aid their navigaFon of the store thereby decreasing their frustraFon

Customer

Delivery Manager

Warehouse

Delivery Truck Driver

(3a) Sub-‐Process: Home Delivery (for online orders)

Enter/confirm delivery address (A1)

Enter/confirm Fmes available + contact # for delivery

Confirm home delivery

Receive delivery order

Assemble delivery

Load truck

Deliver goods

Receive goods

Confirm all

goods in stock

Yes

Deliver required

goods to store

No


AssumpFons (3a) Sub-‐Process: Home Delivery (for online orders)

•  A1 – for customers that have already set up a online account with the store, the forms will be pre-‐populated with the home address they entered upon signing up (though they can override this if if they wish) Similarly, if they have previously used the home delivery service, the availability Fmes and contact number will be pre-‐populated with what they had previously. In these cases it is just a mader of confirming the pre-‐populated forms.


Value •  Time poor customers like Kevin and Susan can would benefit from online ordering

and home delivery as it can be done from the office or airport lounge

Customer

Check out adendant

Delivery manager


(3b) Sub-‐Process: Home Delivery (for in store orders)

Pay for goods at checkout

Ask customer for address, availability Fme + contact (A1)


Load truck

Deliver goods

Receive goods

Decide you want them delivered

Transfer goods to home delivery

trolley

Collect goods from home

delivery trolley + take to truck bay


AssumpFons (3b) Sub-‐Process: Home Delivery (for in store orders)

•  A1 – in this subsub process we have an example of where the customer does not have an exisFng customer account with the store, doesn’t want to set an account up but does want a one off home delivery


•  Customers like Bedy and Joanne enjoy the actual shopping experience over the online experience but will be saFsfied by being able to opt in for home delivery at the end of it

Value

(3c) Sub-‐Process: Home Delivery (for dropped off orders)

Customer

Drop off Manager Delivery m

anager Delivery Truck

Driver

Take goods to drop off point

Scan customer

account card


Load truck

Deliver goods

Receive goods

Give customer

account card

Transfer goods to trolley and take to

truck bay

Confirm default delivery details

Leave store

Scan items and process payment


Value

•  Customers like Susan and Kevin who have a busy schedule would appreciate not having to wait in a queue for items to be scanned – they can just drop them off and have them delivered


(3c) Sub-‐Process: Home Delivery (for dropped off orders)

Customer

Check out adendant

Pick up point Manager

(4a) Sub-‐Process: Collect goods from store (for in store orders)

Pay for goods at checkout

Decide you will pick goods up

later

Confirm Fme + contact (A2)

Submit pick up appt. (A1)

Arrive at pick up point with receipt

Collect goods from check out

Store at pick up point

Verify receipt and

assist loading car

Leave store


AssumpFons (4a) Sub-‐Process: Collect goods from store (for in store orders)

•  A1 – the submission of the pick up appointment is electronic and feeds into a workflow system that should be devised so the pick up point manager out the back receives an electronic noFficaFon

•  A2 – if the customer hasn’t picked up the shopping by the agreed Fme the pick up point manager should contact them to remind them to pick it up or to arrange home delivery if this turns out to be more convenient for the customer

•  Overall assumpFon – there is an appropriate physical locaFon from which customers can drive through to pick up goods


Value •  Customers like Joanne who have a car and want to shop in store but would prefer

to pick it up later so they can run to other stores or catch up with friends will appreciate being able to drop off their groceries and pick them up at a more convenient Fme

Customer

Pick up point Manager

Warehouse

(4b) Sub-‐Process: Collect goods from store (for online orders)

Pay for goods online

Decide you will pick goods up

later

Confirm Fme and

contact

Arrive at pick up

point with order #

Store at pick up point

Verify receipt & assist

loading car

Receive pick up order

Assemble delivery

Confirm all

goods in stock

Yes

Deliver required

goods to store

No


Value

•  Customers like Susan and Kevin who have a busy schedule might not always be able to predict when they will be at home to receive a delivery so they may prefer to order online and then arrange pick up at the store


(4b) Sub-‐Process: Collect goods from store (for online orders)

Customer

Store employee

Delivery manager


(5a) Sub-‐Process: Delivery upon restock (DUR) (for in store orders with exisFng customer account)

Search for good using personal mobile/tablet or store tablet

SFll unable to locate good

Take down cust. acct. #

(A1)

Ask store employee

Verify good not in stock

Ask customer if they would like it delivered when back in stock

Confirm DUR

ConFnue shopping

Submit DUR order

Receive alert when good is back in stock

Review DUR orders

Assemble delivery

Load truck

Deliver goods

Receive goods

NoFfy customer

Process pymt against cust. acct. #


AssumpFons (5a) Sub-‐Process: Delivery upon restock (DUR) (for in store

orders with exisFng customer account)

•  A1 – assumes the customer has already set up an account with a linked credit card.


Value

•  All customers would appreciate a product being delivered to their home if it is not in stock to save them having to return to the store

•  This also means that the store does not miss out on a sale

Customer

Store employee

Checkout adendant

Delivery manager


(5b) Sub-‐Process: Delivery upon restock (DUR) (for in store orders without exisFng customer account)

Search for good using personal mobile/tablet or store tablet (A3)

SFll unable to locate good

Give customer product ID for them to take to checkout

Ask store employee

(A5)

Verify good not in stock

Ask customer if they would like it delivered when back in stock

Confirm DUR

Complete shopping

Submit DUR order

Receive alert when good is back in stock

Review DUR orders

Assemble delivery

Load truck

Deliver goods

Receive goods

NoFfy customer

Process pymt against cust. acct. #

Give product ID

(s) to checkout adendant

Take down delivery address, availability +

contact

Process rest of shopping (incl. cost of DUR)


Value •  Delivery upon restock needs to cater to those customers who do not

necessarily have a customer account. This might include customers who aren’t computer savvy or have privacy concerns about their personal data

(5b) Sub-‐Process: Delivery upon restock (DUR) (for in store orders without exisFng customer account)


Outstanding quesFons

•  The discussion of stock replenishment does not clearly address whether this process is manual or automaFc – could you please clarify?

•  Is there an exisFng workflow system? What is the primary medium of communicaFon between employees within a store and between other stores and warehouses?

Kartloadv2

Documents

Transcript of Kartloadv2