What’s next for the corner store? Jamie Mash | Amanda McKown | Dania Peterson | Juan Salamanca
Table of contents 1 analysis recap 2 value statement 3 insight to principles 4 principles to strategic objectives 5 strategic objectives 6 mind map 7 concept matrix 8 concept evaluation criteria 11 evaluating concepts 12 concept system overview 13 concept systems 27 appendix
analysis recap we learned a lot from analysis
Analysis taught us that character and offering are the two strongest drivers for building Corner Store loyalty and at a minimum the corner store must reflect reliability and trust.
character
special offering foundation of loyalty
neighborly services friendship proximity support local business obligation reciprocity
reliability trust consistency of offering
product expertise offering-specific services uniqueness/quality of offering treating yourself character ambience
1
value statement Providing corner store owners with a proactive approach to building customer loyalty.
target customer
our goal
Corner store owners who rely on coincidence for acquiring customers.
The offering will include ways to build relationships with customers through both specialty products and integrated experiences.
2
insights to principles design principles derived from insights
insights
principles/criteria
there is only one business model for corner stores
be a corner store and more
store owner establishes store character
create a brand with character, consistency and personality
proximity is the most crucial driver
reflect the identity of the neighborhood be trustworthy
corner stores typically have a weak brand image
capitalize on store owner knowledge + expertise to build experience
corner stores rely on people coming into the store
explore ways to extend the shopper experience outside of the store know as much as you can about buyer/shopper habits and interest
foundation of loyalty is reliability, trust + consistency
be reliable
some shoppers visit for the experience not the product offerings
consider the shopping experience beyond the product needs
the small size of corner stores is more manageable and friendly than a large chain store
explore options to make their small space more manageable
corner stores are independent
explore new networks to enhance loyalty explore ways to trigger visits have consistent merchandise
people incorporate corner stores in their daily routine
notice + build on needs of routine clientele
by definition, a corner store has a large variety of offerings
be the general store, offer a variety of products
people will pay more for convenience
explore all ways to deliver convenience to customers
reciprocity + obligation contribute to store visits
actively give back to the community
over time, added services boost loyalty and trust
feature added services as part of the store offering
relevant specialty products drive loyalty
be focused in your specialty offering
people feel good about supporting local business
avoid becoming too commercial
3
principles to strategic objectives strategic objectives derived from design principles
principles/criteria
strategic objectives
have consistent merchandise answer the needs of all shoppers, in addition to the specialty seeker be reliable
be dependable and authentic
explore options to make their small space more manageable be trustworthy be focused in your specialty offering create a brand with character, consistency and personality
create a unique store culture
capitalize on store owner knowledge + expertise to build experience consider the shopping experience beyond the product needs notice + build on needs of routine clientele know as much as you can about buyer/shopper habits and interest explore all ways to deliver convenience to customers
be guided by customer habits & patterns
be a corner store and more feature added services as part of the store offering be a corner store and more feature added services as part of the store offering explore ways to extend the shopper experience outside of the store
reach outside the walls of your store
explore ways to trigger visits explore new networks to enhance loyalty explore ways to trigger visits explore new networks to enhance loyalty actively give back to the community
be locally involved and create a network
reflect the identity of the neighborhood avoid becoming too commercial 4
strategic objectives an in-depth look at our themes
be dependable and authentic
reach outside the walls of your store
It is crucial for new solutions to maintain the authenticity of what defines a corner store. All shopper types must be catered too and a variety of offerings must always remain.
Corner stores are built on the premise that people will pay for convenience. New solutions will explore ways the corner store can deliver convenience without relying on people visiting the actual store.
create a unique store culture
be locally involved and create a network
Corner stores have a uniquely strong association with their owners. The owner’s character often defines that of the store. New solutions will explore ways to leverage the personality, interests and knowledge of the store owner.
Corner stores are locally owned and often a landmark in their neighborhoods. New solutions will explore ways to leverage location to build and strengthen relationships between the store and the neighborhood.
be guided by customer habits and patterns Each corner store is distinct from the next because of the close relationship between the store and it’s particular shoppers. New solutions will explore ways to learn the patterns and routines of a store’s customer base and adapt and respond to their specific needs.
5
mind map
ethnic
gourmet
role in the neighborhood
hard to find
exploring areas to build loyalty, revealed five key customer touchpoints specialty
location
variety
landmark
manageability
consistent consistent
layout selection
exterior
quality
good value
organization
fresh interior
price products
store
Corner Store Loyalty
offering
experience
brand
perception services
trigger to return
people
product related delivery
demeanor neighborly
provide local news/gossip
receive mail/ packages
associations
familiarity/ interest bulletin board
money matters
decor
extension
special orders
expertise
cleanliness
ambiance/ character
with offering
with customers
6
concept matrix generating concepts that reflect strategic objectives and customer touchpoints
customer touchpoints products
services
store
brand
show competitive comparison between CS and other stores
House accounts, network with other neighborhoods, other family members & roommates, purchase tracking / purchase reservations /
Navigation on aisle floors/make layout convenient and appealing/ Post inventory available on website / add lots of windows and light to open up store /
Co-brand with other vendors (ex. Intelligencia Coffee, Method products, Western Union)
employee uniforms or name tags
Recipe kits / Weekly specials/ offer tastings and rotation of featured offerings/ Specialize in a product offering / Garden produce for store in back side
Receive mail or packages for customers
Featured ethnic products/ have a cafe style eating area/ maps and benches for meeting spots outside or inside the store / add a bar to your store / farmers market style, everything is out in the open on the street /
Get a brand identity / infuse the neighborhood into the character, ethnicity, street names /
Employee favorites and recommendations / Coop model: shoppers are employees / connect customers with other customers with similar shopping intent / neighborhood running group meets at CS
Frequent shopper specific discount card / Purchase database / Seasonal selections/ proactively approach customers about what else they want / sell items in small amounts /
offer ‘work day’ services (dry Quick needs section cleaning, bank) for those who are working during open hours/ Fill special orders for customers/ Bike or Car rental / ongoing ‘shopping list’ for store to keep track of customer needs / grocery cart rental / change machine in store for meter feeding
Co-create brand with locals
Vending machines / Walkhome service / Delivery / Traveling corner store cart (Bubbles Depot) / Composting service / online purchase tracker to gauge personal health habits / meal subscription service with delivery
Web connection to customer needs /
Sponsor neighborhood events (charitable, social, sports) or initiatives (garbage collection)
Rent garden plots / Drop off and pick up site for dry cleaning, mail, etc. / hold purchases in a refrigerator so shoppers can visit other stores in the area / ‘meter feeder’ monitor meters on the street while customers shop in the neighborhood
Standards certification network / Fliers about local events (bus schedules, maps) / Bulletin boards /
offer space for workshops, demos and local events
be dependable and authentic
strategic objectives
create a unique store culture
be guided by customer habits and patterns
reach outside the walls of your store
be locally involved and create a network
Corner stores network / Partnerships with different businesses / bring products from other neighborhoods
people
sell local people’s pies / hire staff from the neighborhood / staff member uniforms made by neighborhood volunteers
7
concept evaluation criteria we identified business and user value goals based on our strategic priorities
strategic priorities be dependable and authentic be locally involved and create a network be guided by customer habits and patterns create a unique store culture reach outside the walls of your store
8
concept evaluation criteria we identified business and user value goals based on our strategic priorities
strategic priorities be dependable and authentic be locally involved and create a network be guided by customer habits and patterns create a unique store culture reach outside the walls of your store
and‌ connect to the over arching goals our feasibility check
9
concept evaluation criteria we identified business and user value goals based on our strategic priorities
strategic priorities
user values
be dependable and authentic
deliver more convenience
be locally involved and create a network
make the experience more manageable
be guided by customer habits and patterns
be a neighborhood resource
create a unique store culture
create a personalized shopping experience
reach outside the walls of your store
business value
and‌
create a brand
connect to the over arching goals
compete in new ways
our feasibility check
increase customer loyalty trigger visits ease of implementation
10
evaluating concepts we scored concepts based on business and user value
11
concept system overview systems were created by combining concepts thematically, considering the user and the business
urban oasis
goldilocks
old dog, new tricks
at your service
12
urban oasis your local cultural hub
The urban oasis concept system is about creating a unique culture for the corner store, and extending it into more aspects of the lives of their consumers. This concept system answers user values by providing a place for the community to gather and facilitating both a deeper local connection as well as providing a window into cultures from afar. It also delivers on business values by creating an accessible and distinctive image for the corner store, that will trigger visits and provide additional relevance to the neighborhood beyond product.
user values deliver more convenience be a neighborhood resource create a personalized shopping experience make the experience more manageable 0
5
10
0
5
10
business value increase customer loyalty trigger visits create a brand compete in new ways ease of implementation
13
urban oasis your local cultural hub
European farmer’s market style Bring goods out to the sidewalk during the day to connect with customers and entice passers-by.
cafe seating or benches Create an environment that encourages people to linger and meet other people from the neighborhood. Tables or benches provide seating for customers to enjoy purchases on site.
14
urban oasis your local cultural hub
imported and ethnic foods Sell foods that cater to the ethnic flavor of your neighborhood, or provide the community with something different.
bulletin board A place to provide information about local resources and events such as bus maps and schedules or community meetings.
international newspapers, magazines Selling reading materials that appeal to the languages and nationalities represented in the neighborhood.
15
goldilocks it’s just right for you
The Goldilocks concept system is about making sure consumers are able to get exactly what they need from their corner store, nothing more and nothing less. This concept system answers user values by allowing shoppers to be guided by their recipes and not the corner store and allows shoppers to shop on their own terms in both portion and timing. This system delivers on the business values by creating a unique system for offering products that is one of a kind and will build a loyal following.
user values deliver more convenience be a neighborhood resource create a personalized shopping experience make the experience more manageable 0
5
10
0
5
10
business value increase customer loyalty trigger visits create a brand compete in new ways ease of implementation
16
goldilocks it’s just right for you
small quantities Selling staples in as-you-need-it quantities allow customers to get just what they need without having to overbuy. This is ideal to reach urban singles and the emergency shopper. Buy just two eggs or an ounce of olive oil.
exterior vending machines Using vending machines outside of the store or around the neightborhood to sell small quantities of staple foods (a pint milk, two eggs, a cup of sugar) and household essentials (a roll of toilet paper, a bit of laundry detergent) gives customers ultimate convenience when they need it, even if the store is closed. 17
goldilocks it’s just right for you
recipe kiosk To help with meal planning, the kiosk provides customers access to recipes that can be made only with the ingredients available in the store and to the internet to look up recipes on-line.
recipe kits Offer customers pre-assembled kits of measured ingredients that can be used to create a specific recipe.
18
old dog, new tricks exchanging information to better serve customers
The Old Dog New Tricks concept system focuses on learning about and continually adapting to the changing needs of customers. This concept system answers user values by creating a easy shopping experience that is individual to each consumer. This concept delivers on business value by ensuring an active flow of incoming customer information allowing the corner store to continually build loyalty and remain more relevant to their customers than their competitors.
user values deliver more convenience be a neighborhood resource create a personalized shopping experience make the experience more manageable 0
5
10
0
5
10
business value increase customer loyalty trigger visits create a brand compete in new ways ease of implementation
19
old dog, new tricks exchanging information to better serve customers
sales database Track purchases and inventory to guide product selection and tailor it to customer preferences.
online purchase tracker Customers can create a personalized corner store account which allows them to see what they are buying and when they are buying it. Other benefits include helping customers keep tabs on nutrition and finances.
20
old dog, new tricks exchanging information to better serve customers
frequent shopper card Based on individual purchase history, customers can get a customized frequent shopper card that gives discounts on the products they buy most.
quick needs section The sales database will allow shopkeepers to pinpoint the highest volume items, they can use this information to stock a strategically placed section of the store for easy access to these items.
21
old dog, new tricks exchanging information to better serve customers
specialty product offering Defined by your personal expertise or the needs of the community, add depth to one area of your offering. Areas of specialty might include wine, deli, italian, coffee or cheese.
tastings Offering samples of products allows the shopkeeper to educate customers about their offerings and give them incentive to try new things.
22
at your service maximizing convenience through service
The At Your Service concept system focuses on providing maximum convenience both inside and outside of the corner store. This concept delivers on user value by adding convenience and efficiency to the shopping process both in and out of the store. This system delivers on business value by easily enabling the shopping experience and therefore making purchases more frequent.
user values deliver more convenience be a neighborhood resource create a personalized shopping experience make the experience more manageable 0
5
10
0
5
10
business value increase customer loyalty trigger visits create a brand compete in new ways ease of implementation
23
at your service maximizing convenience through service
subscription Customers can sign up for regular pick up or delivery of desired products.
multi-party house accounts Customers can prepay or schedule regular billing for their corner store purchases. These accounts can set up to allow multiple users - families or roommates for example. An online system would allow customers to keep tabs on their purchases and spending.
24
at your service maximizing convenience through service
delivery The proximity of a corner store enables quick, car-free delivery services to neighbors for a fee.
virtual cart filling Shop online or at a kiosk in the store, a store employee will gather your items for you.
special orders Help customers get the products they want by accepting special orders.
25
thanks! we had a blast with this.
26
appendix we compared insights to insights to identify strategic objectives
Be dependable and authentic
Create a unique store culture Be guided by customer habits and patterns Reach outside the walls of your store Be locally involved and create a network
27
appendix this experience map helped us identify areas of improvement throughout the journey
trigger desire for item
travel
interact
awareness of stores
en route to store
welcome/entrance
explore the store
remind customers that you are there
fit the store into customer routines
make returning customers feel welcomed back
make each visit feel easier and more familiar
choose items
Buy
Exit
transaction
item enjoyment
opportunities build upon your reputation to expand customer understanding of your offerings
offer suggestions to customers
give customers give customers incentives to return reminders to come back
If customers feel that it was worth it to return, take the opportunity to build a relationship.
28
appendix we identified trends and scored them on certainty and significance to the corner store
significance uncertainty total
trend
detail
social networking
new ways of connecting to others-social networking on the web
5
3
8
aging
baby boomers are getting older, alternative lifestyles, poor health, less mobile, independent
7
1
8
convergence
convergence of industries, integrated needs
6
4
10
sustainability
sustainability-product innovation is leading to service model innovation, leasing and borrowing
8
1
9
hyperlocal
anonymity has peaked, people don’t know their neighbors, want to get in touch with their neighborhood
8
8
16
technology
online shopping, RFID
8
5
13
user centric business
transparency and feedback, companies are listening and giving back, user’s are becoming their own guide, design, co-creating their interactions with industries
7
5
12
health & wellness
healthy whole foods vs. processed foods, local foods
9
2
11
economy
cutback on convenience and luxury goods, less consumer spending
4
2
6
urban growth
gentrification, cultural chance, increased population, neighborhood renewal
8
5
13
automation
automation, no shop-keeper needed, self check-out
7
5
12
29
appendix we then compared the top trends to each other to identify areas of focus
hyperlocal Imagine a time when.‌
local focus
hyperlocal blog, participating in on-line avenues to connect with neighborhood, embrace new technology
town hall meeting, talking to neighbors, making yourself available, conversations fuel local pride and connection technology
technological traditionalist
‘cutting edge’ techy
learning about the world through personto-person interactions and going to places, reading the paper, etc.
getting information on a global level and using technology to do it, blogs, twitter, facebook, embracing tech to stay global.
global breadth
30
appendix concepts emerged from each area
concepts:
hyperlocal
in-store community twitter feed bodega list-craig’s list for corner store online bulletin board with neighborhood focus (dating)
concepts: food histories shown next to product (where it came from)
grow herbs and vegetables in store garden New neighbor introduction night art gallery featuring local artists board games and games built into building, chess, etc. people pay less for local goods
technology
hyperlocal blog, participating in on-line avenues to connect with neighborhood, embrace new technology
town hall meeting, talking to neighbors, making yourself available, conversations fuel local pride and connection
technological traditionalist
concepts: wine and beer tastings from all over the world imported food products sent by global network of merchants stock newspapers from other countries
video shop- online feed of corner store goods so you can make sure your goods are in stock ahead of time
local focus
neighborhood running group meets at CS
online purchase tracker to gauge personal health habits New neighbor handbook /blog introducing neighbors have a CS twitter feed virtual tagging at the CS to leave messages for people missed connection board virtual chat with store owner virtual cart filling
‘cutting edge’ techy
learning about the world through personto-person interactions and going to places, reading the paper, etc.
getting information on a global level and using technology to do it, blogs, twitter, facebook, embracing tech to stay global.
concepts: online orders from far off locations, get things sent from other cities virtual cart filling with delivery or pickup
global breadth
31
appendix other concept matrices we tried to use
mindmap elements
design priciples
design priciples
shopper journey
32
appendix scoring in detail
33
appendix scoring in detail
34