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START OVER STRATEGY
for tomorrow’s future
Moving From Omni-Channel to the
MULTI-PLEX BRAND EXPERIENCE
Joshua C. Sigel
SINGLE-
CHANNEL
MULTI-
CHANNEL
OMNI-CHANNEL
CATALOG
CATALOG
Evolution of the Retail Shopping Experience
Start over strategy for tomorrow's future - ThoughtWorks Live China 2014
MULTIPLEX
brand experience
Start over strategy for tomorrow's future - ThoughtWorks Live China 2014
Do we look at this as a POS
decision?
What about on-line ordering and
grocery shopping?
How does mobile come into play?
If we choose a platform that
everyone else has deployed how
do we create a competitive edge?
How long will it take to make
changes?
How expensive will those
changes be?
where do we begin?
• Our own stores
• Competitors stores, online and off
• Other consumer facing businesses
• Past work experience
• Customers
• Street and analyst community
• Employees
Observation (The good, the bad and the ugly)1
Research2
experience design process
experience design process
Identify & Prioritize Customer Segments3
Create a contextual end-to-end customer
journey map for each segment
4
Retail Food Food Service
Guiding Principles
1platform
create a
JOURNEY
leverage our
smaller
size
let
history
inform
the
future,
not drive
the it
LETGUESTSCHOOSE
quickly move
from
DECISION
to
ACTION
Digital Shoppers
Multi-channel buyers
Researchers
Physical store buyers
OUR CUSTOMER
13
WHERE IT
STARTED
in both grocery & restaurant properties
OBSERVATIONS
1 Individuals interested in eating with their colleagues
spent the bulk of their time alone
2
Many guests were pressed for time during
peak business hours and wanted good
food quickly
SOLUTIONS
1
Flexible POS and Service
Design that enabled any item to
be ordered from any station and
picked up at the express
counter.
2 Ordering online and
take-out, dine-in, or get
it delivered
in both grocery & restaurant properties
OBSERVATIONS
3
Families were in the restaurant together
but were not necessarily interested in eating
the same food or even eating together
SOLUTIONS
3
Richtree Market Pass – a mobile
app with a feature called “grouping”
which allowed members of a group
to associate themselves together by
the head of the group scanning each
members Richtree Market Pass QR
code
4 Payment options were “traditional”
in both grocery & restaurant properties
OBSERVATIONSSOLUTION
4
Not only did we focus on any
item form any station, we also
wanted to make sure that all
payment types were accepted at
every station (no cash at
Kiosks).
This included accepting mobile
payment at kiosks.
in both grocery & restaurant properties
OBSERVATIONS
5
Customers made multiple purchases from multiple
stations = multiple payments and standing in
multiple queues.
SOLUTION
5
Strategically placed Kiosks
throughout the space to address
wait time and queuing issues. iPad
POS allowed customers service
associates to take orders while
customers waited in the queue.
6
Menu and Product Information was not consistent
across all ordering points. The information that was
there such as Dietary Information and food
availability was not available or accurate.
in both grocery & restaurant properties
OBSERVATIONSSOLUTION
6
Product and Ingredient
Information architecture that
powered all ordering points and
digital menus: digital menu
boards, iPad Menus at the bar
and at tables, Online ordering, etc
– all driven off of the same point
of sale product information
platform.
in both grocery & restaurant properties
OBSERVATIONS
7
Moms and dads had difficulty finding a safe way to
navigate AND had a hard time finding seating that
was family "friendly”
SOLUTION
7
Created the Richtree
Market Garden where
children could play
while parents watched
them while enjoying a
great meal.
in both grocery & restaurant properties
OBSERVATIONS
8
Guests needed direction and clear forms of way
finding in order to ensure they got the most out of
the experience
SOLUTION
8
Holographic Host & Brand
Ambassador and Digital
displays throughout the
space.
in both grocery & restaurant properties
OBSERVATIONS
9 Next to speed, entertainment was still a driving
force in the selection of dining experience
SOLUTION
9
For those who wanted to be entertained we would deliver value
added experiences throughout and experiences were designed
with the future in mind. Interactive video wall would eventually
support ordering and promotions.
NEXT GENERATION
RETAIL ARCHITECTURE
INFRASTRUCTURE
(NMFGasanexample)
• Multitude of order options: Self Service Kiosk;
Mobile; Online AND integrated them to create
a Muliplex brand experience
• All forms of payment. Anywhere.
• Unique Payment Options for families and groups.
• Food related information
• Queue busters
• In-store format that makes it safe and easy for parents
with children, differently abled, and seniors to order
and enjoy their food
• The ability to grocery shop AND enjoy
We addressed the breaks in the journey and
CREATED
Start over strategy for tomorrow's future - ThoughtWorks Live China 2014
Start over strategy for tomorrow's future - ThoughtWorks Live China 2014
Q&A
Joshua@Sigel.com
@JoshuaSigel

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Start over strategy for tomorrow's future - ThoughtWorks Live China 2014

  • 1. START OVER STRATEGY for tomorrow’s future
  • 2. Moving From Omni-Channel to the MULTI-PLEX BRAND EXPERIENCE Joshua C. Sigel
  • 7. Do we look at this as a POS decision? What about on-line ordering and grocery shopping? How does mobile come into play? If we choose a platform that everyone else has deployed how do we create a competitive edge? How long will it take to make changes? How expensive will those changes be? where do we begin?
  • 8. • Our own stores • Competitors stores, online and off • Other consumer facing businesses • Past work experience • Customers • Street and analyst community • Employees Observation (The good, the bad and the ugly)1 Research2 experience design process
  • 9. experience design process Identify & Prioritize Customer Segments3 Create a contextual end-to-end customer journey map for each segment 4
  • 10. Retail Food Food Service
  • 11. Guiding Principles 1platform create a JOURNEY leverage our smaller size let history inform the future, not drive the it LETGUESTSCHOOSE quickly move from DECISION to ACTION
  • 14. in both grocery & restaurant properties OBSERVATIONS 1 Individuals interested in eating with their colleagues spent the bulk of their time alone 2 Many guests were pressed for time during peak business hours and wanted good food quickly SOLUTIONS 1 Flexible POS and Service Design that enabled any item to be ordered from any station and picked up at the express counter. 2 Ordering online and take-out, dine-in, or get it delivered
  • 15. in both grocery & restaurant properties OBSERVATIONS 3 Families were in the restaurant together but were not necessarily interested in eating the same food or even eating together SOLUTIONS 3 Richtree Market Pass – a mobile app with a feature called “grouping” which allowed members of a group to associate themselves together by the head of the group scanning each members Richtree Market Pass QR code
  • 16. 4 Payment options were “traditional” in both grocery & restaurant properties OBSERVATIONSSOLUTION 4 Not only did we focus on any item form any station, we also wanted to make sure that all payment types were accepted at every station (no cash at Kiosks). This included accepting mobile payment at kiosks.
  • 17. in both grocery & restaurant properties OBSERVATIONS 5 Customers made multiple purchases from multiple stations = multiple payments and standing in multiple queues. SOLUTION 5 Strategically placed Kiosks throughout the space to address wait time and queuing issues. iPad POS allowed customers service associates to take orders while customers waited in the queue.
  • 18. 6 Menu and Product Information was not consistent across all ordering points. The information that was there such as Dietary Information and food availability was not available or accurate. in both grocery & restaurant properties OBSERVATIONSSOLUTION 6 Product and Ingredient Information architecture that powered all ordering points and digital menus: digital menu boards, iPad Menus at the bar and at tables, Online ordering, etc – all driven off of the same point of sale product information platform.
  • 19. in both grocery & restaurant properties OBSERVATIONS 7 Moms and dads had difficulty finding a safe way to navigate AND had a hard time finding seating that was family "friendly” SOLUTION 7 Created the Richtree Market Garden where children could play while parents watched them while enjoying a great meal.
  • 20. in both grocery & restaurant properties OBSERVATIONS 8 Guests needed direction and clear forms of way finding in order to ensure they got the most out of the experience SOLUTION 8 Holographic Host & Brand Ambassador and Digital displays throughout the space.
  • 21. in both grocery & restaurant properties OBSERVATIONS 9 Next to speed, entertainment was still a driving force in the selection of dining experience SOLUTION 9 For those who wanted to be entertained we would deliver value added experiences throughout and experiences were designed with the future in mind. Interactive video wall would eventually support ordering and promotions.
  • 24. • Multitude of order options: Self Service Kiosk; Mobile; Online AND integrated them to create a Muliplex brand experience • All forms of payment. Anywhere. • Unique Payment Options for families and groups. • Food related information • Queue busters • In-store format that makes it safe and easy for parents with children, differently abled, and seniors to order and enjoy their food • The ability to grocery shop AND enjoy We addressed the breaks in the journey and CREATED
  • 27. Q&A

Notes de l'éditeur

  1. Hello, my name is Josh Sigel. I have been the CIO and Technology leader in a number of retail and distribution organizations. My passion and expertise is in developing and executing technology transformation to support transformative business strategies. It’s a pleasure to be with all of you today. I am excited to be here in Sydney. Today I want to talk to you about what I believe is the next evolution of retailing and how me and my team at Natural Markets Food Group brought this concept to light with our great partners at ThoughtWorks. Before I get into the specifics of what we accomplished, I think it’s important to start off by talking about where we’ve been in retail and where we are going.
  2. Single Channel – The Legacy. Customers experience a single type of touch-point. Retailers have a single type of touch-point. Multi-Channel – The Reality. Customer sees multiple touch-points acting independently. Retailers’ channel knowledge and operations exist in technical and functional silos. Cross-Channel – The Aspiration. Customer sees multiple touch-points as part of the same brand. Retailers have a ‘single view of the customer’ but operate in functional silos. Omin-Channel – The Nirvana. Customer experiences a brand, not a channel within a brand. Retailers leverage their single view of the customer in coordinated and strategic ways. It’s not just about technology. It’s the way an entire company and organizationally/functionally structured.
  3. MultiPlex-Channel – The Future. Customer experiences a brand through multiple channels simultaneously and within the same customer experience.
  4. We realized that these questions were very old school, channel oriented and that they were not in support of the realities of shopping today…
  5. Observavtion: Look for the good, the bad, and the ugly through the eyes of a customer: moms/dads with small children, business colleagues, families, individuals of various ages, etc. Look for breaks and continuity in transitions between touch points: physical space design, operations, technology, product knowledge, availability of services, etc. our own stores our competitor’s stores – on and off line Other consumer facing businesses Past work experience Research: What do our customers and potential customers have to say What do the street and the analyst community have to say What do our employees have to say
  6. 3 - Identify and prioritize customer segments 4 - Create a contextual end to end customer journey map for each of the segments
  7. Justification for building a platform that effectively serves QSR and Grocery: We started off by asking ourselves what was wrong with the Quick Service Restaurant or “Food Court” model. We also wanted to integrate the convenience of a grocery store into the QSR model to serve the needs of customers looking for meals on the go and groceries to take home. Initially one would think these were two different business models. But I began to use this drawing to show my team and our development partners that in reality the businesses were closely related with different emphases in in-isle grocery and food service areas.
  8. One Platform for Retail Food & Food Service Find common problems with common solutions – lines, payment, access to information or lack there of, etc. Ensure any investment can be leveraged across both concepts Micros – has a Grocery/Retail division & and Hospitality/Restaurant division – we needed both and they weren’t prepared or structured to work together. Create a journey through product, people, passion, enabled by technology Food is the star. Technology will allow our products and services to shine. Make the experience seamless not only for our customers but also our associates. Enable our associates ability to serve and delight our customers. Make all customer interactions count. Leverage our smaller size, be nimble, fast, capture market share quickly Let history inform the future not drive the future Move from decision to action quickly
  9. The Customer: Create a remarkable, highly differentiated customer experience in support of unique journeys wherever they begin and wherever they end Digital shoppers Multi-channel buyers Researchers Physical store buyers
  10. Observation #1 Individuals interested in eating with their colleagues spent the bulk of their time alone. Decide what to eat Separate to place the order Wait for the order Find each other Look for a table Observation #2 Many guests were pressed for time during peak business hours and wanted good food quickly Solution: 2 Ordering online and take-out, dine-in, or get it delivered Solution 3: Richtree Market Pass – a mobile app with a feature called “grouping” which allowed members of a group to associate themselves together by the head of the group scanning each members Richtree Market Pass QR code
  11. Observation & Solutions Section - We started out with research and our own observations. We asked ourselves what was wrong with the grocery and quick service customer experience journey: Observation 3: Families were in the restaurant together but were not necessarily interested in eating the same food or even eating together Solution 3: Richtree Market Pass – a mobile app with a feature called “grouping” which allowed members of a group to associate themselves together by the head of the group scanning each members Richtree Market Pass QR code
  12. Observation 4: Payment options were “traditional” Solution 4: Not only did we focus on any item form any station, we also wanted to make sure that all payment types were accepted at every station (no cash at Kiosks). This included accepting mobile payment at kiosks (transition to Observation 4)
  13. Observation 5: Customers made multiple purchases from multiple stations = multiple payments and standing in multiple queues. Solution 5: Utilized dead space and strategically placed Kiosks throughout the space to address wait time and queuing issues. Guests once again could order any time from any station and pick it up at a central location. Guests could pay with mobile app or credit card. Also – iPad POS allowed customers service associates to take orders while customers waited in the Que
  14. Observation 6: Menu and Product Information was not consistent across all ordering points. The information that was there such as Dietary Information and food availability was not available or accurate. Solution 6: Product and Ingredient Information architecture that powered all ordering points and digital menus: digital menu boards, iPad Menus at the bar and at tables, Online ordering, etc – all driven off of the same point of sale product information platform. (Digital menu boards in the future could adjust based on food preferences and allegories)
  15. Observation 7: Moms and dads had difficulty finding a safe way to navigate AND had a hard time finding seating that was family "friendly” Solution 7: Created the Richtree Market Garden where children could play while parents watched them while enjoying a great meal.
  16. Observation 8:Guests needed direction and clear forms of way finding in order to ensure they got the most out of the experience Solution 8: Holographic Host & Brand Ambassador Digital Displays throughout the space
  17. Observation 9: Next to speed, entertainment was still a driving force in the selection of dining experience Solution 9: For those who wanted to be entertained we would deliver value added experiences throughout and experiences were designed with the future in mind. Interactive video wall – would eventually support ordering and promotions
  18. Next Generation Retail Architecture
  19. We focused on delivering a multiplex brand experience by offering choices along the way through: 1. Online ordering 2. In-store pickup 3. In-store ordering a. Kiosks b. Mobile c. Customer Service associate 4. Smart Digital Menu boards a. Food attributes 5. All forms of payment, everywhere 6. Mobile app that offered quick payment and addressed a key issue with customer experience 7. Service Design that addressed pain points
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