Irene, Yen-Hsuan Shih Maryam Al-Semaitt Matt, Myoung-hwan Han Jayoon Yoon
"Explore Food with Sainsbury's� Sainsbury's bakes your day
Research Plan
Project Brief
Research: Online offline experience In-store experience
Unique London demographics
Possibilities for Sainsbury’s to address London’s demographics issue
Sainsbury’s International
Field Research – Store visits
Superstore (Northhampton)
Local / Convenience Store (Putney)
Market (Victoria)
Superstore (Cromwell)
Quality
Variety
Field Research – Facilities and Equipment
Capabilities to Product Freshly Baked Products - The kitchen prepares and bakes “baked-off” and “scratch” products (loft / cakes) - Bakers are trained in the Sainsbury’s Bakery College (since 2010). There are 6 Food Colleges opened in 2011. - Sainsbury’s doesn’t cooperate with any local bakery so far
Field Research - Colleagues
Supporting Information around Products - Peak time: 8.30-9.30am (breakfast), lunchtime, and evening (15.30- after school and work) - Only provides the packaging set for special holidays, such as X’mas - Some are in the fridge, and some are in different aisles. From the managing view, we could not mix all the products.
Field Research - Products
Promotion for New Products - “In-store baked” Scottish crumpets, Scotch Pancakes, Sultana Pancakes – New products in Trial - It is sold in Scotland and then it is in the 12-week trail (it has been here for one month), in 30 stores in the UK. - “Packaging” Scotch Pancakes are available in stores and online
Field Research – Sainsbury’s Management
Customers only cook 5 meals per week
Staff could speak different languages as they’re native speaker
Scan & go
(revolutionary)
Sampling (3rd party) …… From
Creating Atmosphere of Theatre around Diwali
Ethnic Trends to Ethnic Proposition……
Field Research – Customers
“I like all kinds of bread, form Italian bread to rye bread.” (Food Lover)
“The breads in supermarkets are all similar but for me, it’s just convenient to get it. ” (Busy Student)
“I go to supermarkets to buy breads in the morning as breakfast, and evening on my way home.” (Part Time Worker)
Unique London Demographic
Including visitors, and residents of London
“Around half of people in Inner London are from an ethnic group other than White British. In Outer London around 40% are not White British.�
Secondary Research
Digital Strategy Let’s get baking website design, layout, photography and overall style influenced our design approach
About international Restaurants in London London has 12,000 restaurants from around the world
Co-creation – From Ideation to Reflection
Co-creation – From Ideation to Reflection
Way-Finding Colour Coding Bite & Buy - Sampling
Utalising Existing Equipment and Ingredient Food Vender Cooperation between……
Key Insights – Summary for Research Products from around the world exist within Sainsbury's, but there is no cohesive story to tie them together Sainsbury's has the capabilities and the ingredients to bake breads from around the world in-store Many customers seek other local bakeries/stores for international products
Problem Statement
How could Sainsbury's celebrate
the cultural diversity in London by providing customers
a broader range of baked products with matching groceries?
Customer Segmentation •
get new customers
Origins Not Motivated
Sometimes
• Lack of Information
•
Keep existing customers
Make existing customers buy more
Persona Profiles
John (27)
British Open minded Business man / Consultant Worked in China Food & culture lover
Time Knowledge Money
Susan (38)
European Housewife with 3 kids Stay in London for 7 years Conscious about health Familiarity with technology
Customer Journey
Service blue print
Sainsbury’s International
12 Monthly Celebrations Throughout A Year Sainsbury’s International is a monthly campaign that celebrates different cultural festivals with baked products all around the world. For example, in July, we celebrate Ramadan Holy Month with Middle-Eastern bread. Khobez, as a demonstration for this project.
World map
• ?
Monthly Highlight: Middle-Eastern Bread Follow the colour sticker, and explore the food with Sainsbury’s!
Visual Identity
Online Experience
Online Experience
The Process of Making Ethnic Bread
The Process of Making Ethnic Bread
In-store Experience
In-store Experience
In-store Experience
Interior Design
Interior Design
Interior Design
Packaging Design
Commercial Design
Price match example Sainsbury's Bread
18 p
Hommous
25 p
Vegetables
15 p
Package
25 p
Addition equipment cost
0
Hommous Sandwich cost
83 p
Hommous Sandwich price
ÂŁ 2.00
Competition
ÂŁ 4.00
Price match example Sainsbury's Bread
18 p
Hommous
25 p
Vegetables
15 p
Package
25 p
Addition equipment cost
0
Hommous Sandwich cost
83 p
Hommous Sandwich price
ÂŁ 2.00
Competition
ÂŁ 4.00
Price match example Sainsbury's Bread
18 p
Hommous
25 p
Vegetables
15 p
Package
25 p
Addition equipment cost
0
Hommous Sandwich cost
83 p
Hommous Sandwich price
ÂŁ 2.00
Competition
ÂŁ 4.00
SWOT Analysis Strengths
• • • •
Utalising Existing equipment Existing colleague diversity London diverse population and potential to spread Sainsbury's international into other department within Sainsbury's Existing customer loyalty to Sainsbury's
Oportunities
• •
Potential possibilities to partner with local bakeries to supply a more diverse range of international baked products Build a strong international image of Sainsbury's to serve the diverse population of London (customers and colleagues)
Weaknesses
• •
Although Sainsbury's has the abilities to add products, the equipment still has its limitations and certain types of bread require special machinery The customer's perspective of Sainsbury's offer of international bread
Threats
• •
Competition in the market will try to take similar ideas forward potential lack of consistency when it comes to local bakery supply of international bread
Colleague Engagement
Colleague Engagement
Customer Engagement
"Explore Food with Sainsbury's� Sainsbury's bakes your day
Irene, Yen-Hsuan Shih Maryam Al-Semaitt Matt, Myoung-hwan Han Jayoon Yoon