Sainsbury’s in 2020 by Ayako Fukasawa JooHyun Ryu Mandana Dilmaghani Mariana Pedrosa Qin Hu
Sainsbury’s: The Future of Retail
Table of Contents 04
Research Sainsbury’s Mind Map
36
Definition Users & Journeys
06
Research Brand Analysis
48
Definition Stress levels
08
Research Interviews
50
Definition Themes & Direction
52
Ideation Idea Generation
10
Research The Future of Retail
58
Ideation Idea Testing
12
Research Future Demographics
56
Development Concept Development
18
Research Service Safari
58
Final Design Sainsbury’s Authentics
22
Research Competitors
62
Final Design Sign Up Process
26
Research Customer Panel 1
64
Final Design Screens
34
Research Stakeholders
70
Final Design Blueprint
03
fresh vegetable & fo frozen special food no other brand hygene medicine sainsbury basi clothes homeware food sain stationary non-food PRODUCTS taste
identity customer service price range british VALUE & QUALITY trust information convenience SHOPPING
COMPETITOR on-line web
LIDl M&S tesco waitlose wholefoods
searc layou
off-line
sainsbury sainsbury location
tablet mobile supermarket app social media amazon ocado on-line shop hot line off-lisence local store BUSINESS
convenience store
Sainsbury’s: The Future of Retail
banking restauran
Sainsbury’s Mind Map
ood daily food meat bakery ready-meal
on-allegic food
ic
single
loyal elderly disabled people locals families couples occasional commuters office workers tourists
nsbury’s
e different
colour policy logo BRAND history
low sugar
customer
PEOPLE employees
ching ut of store
e
suppliers
psychologist designers
y super market y local car walking bus tube bike
nt
HQ ceo managers In-store
reserchers designers
store manager customer service trainers & trainess delivery stocks security cleaners cashiers technicians
farmers brands manufanturers animals
third parties
LOCATION
getting there car parking traffic walking distance carrying bus tube bike traffic carrying parking
05
reserchers ad.agencies
ATTRIBUTES
BENEFITS
VALUES
PERSONALITY
BRAND ESSENCE
Sainsbury’s: The Future of Retail
Brand Analysis
ATTRIBUTES Offers food and commodity products from different brands for various budgets in three different store types (sizes).
BENEFITS Physical and psychological accessibility; Trustworthiness through reliable quality of products and good customer service by colleagues.
VALUES An established and trusted brand which has heritage, pride and committed colleagues and offers customers high quality.
PERSONALITY A poppy, representing British history and national pride as well as commitment and closeness to nature and open fields.
BRAND ESSENCE A 100% British brand with heritage and integrity which offers customers a high quality and reliable choice of products and services.
07
Interviews in Brixton
“I buy most things online. I come here once a week for fresh products that I want to eat on the day and the things that I forgot.”
Sainsbury’s: The Future of Retail
Customer Interviews
“It’s the third time I’ve come here this week. I quite like it, I enjoy shopping.”
“It’s a supermarket what is there to like? It’s not the most enjoyable places in the world.”
“My husband cooks and he likes to decide what we eat on the day. He comes down here everyday and looks around and then decided what to buy.”
“I only pick up what I want to eat on that day and I decide what that is when I browse the store.”
09
Sainsbury’s: The Future of Retail
The Future of Retail
1.
The online and mobile revolution is positive and should be
fully embraced.
2.
3.
Brands will increasingly focus on seamless multichannel customer experiences.
Physical stores are evolving into experiencebased destinations that will drive brand loyalty and engage customers at a
more emotional level.
4.
Technology is a catalyst that can help reinvent the store.
5.
Shop floor staff will need to become retail experts.
6.
Progressive environmental legislation will require improvements in operations and supply chain sustainability.
11
The Ageing UK Percentage of population aged 65 and above
% 25
20
15
10
5
0 1990
2000
2010
2020
Sainsbury’s: The Future of Retail
2030
Future Demographics
There are currently three million people aged more than 80 years and this is projected to almost double by 2030 and reach eight million by 2050. While one-in-six of the UK population is currently aged 65 and over, by 2050 one infour will be. At the same time the number of one person households will rise. For Sainsbury’s this means that their customer base is changing and will therefore have different demands and requirements.
Source: ONS
13
48% of men and 43% of women in the UK will be obese by 2030.
Sainsbury’s: The Future of Retail
Future Demographics
Future trends show, rising levels of obesity worldwide. The Independent reported that by 2030 there will be 26 million people in the UK who are obese - a rise of 73% from the current 15 million. This will add £1.9-2 billion per year in medical costs for obesity-related diseases. As one of the most important retailers in the UK, Sainsbury’s has a social responsibility to act on this and respond by educating their customers and help them make informed and healthy choices.
15
“Research reveals the prevalence of prediabetes has tripled in eight years.” - BBC
Sainsbury’s: The Future of Retail
Future Demographics
Rising obesity rates increase the risk of diabetes as well as allergies. By 2020 Sainsbury’s customers will have changing needs based on their medical condition. They will increasingly demand precise as well as accessible information on ingredients and nutrition values. A healthy lifestyle will become a priority for many people.
17
Let’s go on a
Service Safari
Sainsbury’s: The Future of Retail
Service Safari
We went to Sainsbury’s Brixton to immerse ourselves in the environment that we are designing for. In order to understand the customer’s struggles and pleasures while shopping at Sainsbury’s we chose a recipe from Sainsbury’s App and went on three different journeys with the task to buy all the ingredients needed for the recipe.
Mariana The “normal” journey
Difficult to choose right product
Hard to identify products/ read labels
Basket haevy/ annoying
19
Mandana
The” quick” journey
Hard to identify products/ read labels
Inconvenient to read things on phone
Sainsbury’s: The Future of Retail
Hard to identify products/ read labels
Signage not clear
Inconvenient to read things on phone
Way finding is difficult
Joo
The� blind� journey
21
Lessons Learned From Friends Show of your greens
Sainsbury’s: The Future of Retail
Competitor Research Whole Foods
Whole Foods
Whole Foods
Make it authentic
Be local
Harrods
Harrods
Tell the story
Be fresh
Argos
Make it social
Tesco
Waterstones
Colour matters
Waterstones
Embrace Omnichannel
Products can be ornaments
23
Make it personal
Perception vs. Reality Insights gained through research with supermarket customers, show that there is a big difference in the perception of the relationship between pricing and quality of different supermarkets. While Sainsbury’s has very high quality standards and fair prices, most customers see it as more expensive than Tesco and rate it’s quality as inferior to Waitrose.
expensive
low quality
high quality
cheap
People’s perception
Sainsbury’s: The Future of Retail
Competitor Analysis
expensive
low quality
high quality
cheap
Reality
25
Customer Panel One The Elderly
Sainsbury’s: The Future of Retail
Customer Panel
On Thursday the 20th of November we invited two groups of people to the service design studio and held two one-hour workshops with them, in order to gain insights into their shopping habits and impressions of different supermarkets. The workshop with the elderly people consisted of a series of discussions as well as two small exercises. They were asked to a) place the logos of different supermarkets on different images and b) identify their ideal supermarket experience based on images with different emotional connotations. Most answers confirmed out insights and impressions from previous interviews and observations. Key findings were: - Sainsbury’s not seen as healthy or fresh; people don’t know about their responsible sourcing guidelines; brand message not communicated - They did not see a difference between Sainsbury’s and Tesco - Prefer human interaction and the feeling of markets and small local shops - Shopping is regarded as stressful and a task
27
Customer Panel One The Young
Sainsbury’s: The Future of Retail
Customer Panel
With the group of young people (20 - 30), we did the same exercises as with the elderly and on top of that we added a “Create your ideal supermarket” exercise, which produced some very interesting and valuable results. Key insights were: - “Shopping is boring, it should be more fun” - “proper real food rather than pre-packaged food” - “It would be great to have a chill out area for waiting” - People want to touch, smell and taste things - If you are in a hurry you should be able to go in and out real quick/ maybe pre-order items
29
Your ideal supermarket exercise
Sainsbury’s: The Future of Retail
Customer Panel
- would love it if you walked around and could try samples (cheese - play area for niece - proper real food rather than pre-packaged food
-
-friendly staff who knows every things - self check-out (under 5 items) - chill out area for waiting friends, cab - different flavours of spices
Francesca
sea / beach meet and greet customer hot food close to entrance fun experience
Sam
-
- fun contents and more interesting - he makes a door like amusement park entrance - fun comments
Jay
31
Nutritionists in counter cafe/bakery shopping experience to relax place to chill out teaching methods how to deal special dishes place to share recipes healthy foods / healthy food section personal shopper next the door fresh foods and organic bio-dynamic food could try sauces and spices many taste healthy options some demonstration along the aisle picture or images of food and area bread / butcher handmade BGM Daniel
Hello!
We gave out probes to different people and asked them to tell us about their recent shopping trips.
Sainsbury’s: The Future of Retail
33
Who is involved?
Sainsbury’s: The Future of Retail
Stakeholder Map Retailer /Supplier Government Farmer
Factory
Postoffice
Technician
bakers
Brands
Customer Suport
Delivery Bank
HQ Customer
Driver
Cleaner
Internal
External
Suporter
Security
Construction
Store Staff products arrangement
Cleaner
Trainer
Store Manager
Merchandiser Designer Delivery Engineer
Retailer
Consulting Agency
Others Local Store
Online Market
Competitor SNS
35
Personas
Sainsbury’s: The Future of Retail
Personas
Theresa, 32
The Stressed Young Mother Theresa is a dental assistant and mother of a 6 month old baby. Together with her husband she lives in a garden flat in Barons Court in London but they are saving up to move into a bigger house. Although Theresa shops on a budget, she cares about where her food comes from and living a healthy lifestyle. To save money, she collects coupons and regularly checks for offers. Shopping is quite stressful for Theresa as she has to take her child and a buggy with her, which means that she can’t use shopping baskets and has to place all food in the buggy.
37
Baron’s Court
01 bed flat with small g
USER JOURNEY
Married + Baby Own shopping bags
“The The Stressed Young Mom” 31 years old, Dental Assitant
STAGES
RESEARCH Discussing about baby food withothers mums Advice from her mom
DOING
Compares promotions / prices ofdifferent supermarkets
JOURNEY
THINKING
“Nutrition balance for me andmypartner” “I need to save money”
FEELING
Overwhelmed Organised / clever “Task”/ Job done
CUSTOMER EXPERIENCE
Coupons
SHOPPING Arrives and parks the car, get stroller and bags, out of the trunk, seats baby, hang purse and bags on stroller
10 am Loading bags into trunk at the car + stroller Seats baby in car Drives to supermarket
Enter store, check the list, start looking for items, finds something and places it in stroller Checks item’s nutrition labels Wants to ask for help, but can’t find staff, walks around supermarket to find item Find fresh fruit
Create shopping list
“I want the best for my baby”
Stroller, Baby, Purse
Getting out walle coupons, payin
Continue ba comfort b
Check receipt (d work?
“Is this healthy?”
“I want to get this d
“Is this good value?”
“I am happy becau pounds tod
“Where is the staff / the item?”
“Consider order o till”
“My baby is uncomfortable”
Struggle Tired Bad mood Happy with quality of fruit Feeling cold
Frustated (traffic) Worried
Annoyed / stre bagging th
Pressure (q
+ Found what she wanted (after some time) Fresh items = good quality
+ Can pay by ca
- No / busy staff (unavailable) Confunsing store layout (It’s hard to navigate with stroller)
- Pressure / hur
Personalised nutrition advice Personalised promotions
Has to bag stu
Check-out mach several pieces of coupon
Better wayfinding + product finding
OPPORTUNITIES
Goes to till, put it gets out her
Engage / comfort baby
““The traffic is horrible”
“I hope that I will find a parking space close to the entrance”
CHECK
“Mum - friendly” shopping cart More / clear information about product Quality feedback--> recomendations by “real” local people
Sainsbury’s: The Future of Retail
Friendly cashi Save monel w Bagging
Easier check ou paying, wa
Smoother inte
Innovative co
Easier rec
garden, wants to move to bigger flat
K OUT
JOURNEY HOME
tems on till, r bags
Leave supermarket, walk to car
uff herself
et: finding ng by card
agging, baby
did coupon ?)
Open trunk, load items Seat Baby, load stroller Secure Items Comfort baby Drive to other store
hine gives promotion n.
Drive home
done quickly”
“One shop done”
use I saved 5 day”
“I hope the baby stays calm”
of items on
“ I need to hurry up to get home and make lunch
essed by hings
Happy (achievement)
queue)
STORAGE
Arrive home, park, unload car Unpack and store items Divide, separate items Feed baby
“I bought too much again”
Happy, finally done shopping Relaxed and confortble Warm at home A bit guilty, bought more than on list
Eating Feeding the baby
“I don’t have so much time. I needto get dinner ready for my husband.”
“Why isn’t my baby eating anyhting?”
“I’m hungry”
“I like the meal, this tastes good”
Casual
DISPOSING
Dispose of packaging
Recipe for baby food, easy for herself and husband
Products, follow instructions
ut: bagging, aiting
cipts
EATING
Dispose of food wast
(created during cooking, leftovers, waste from baby)
Store Leftovers Cleaning
Worried Happy
“I am so tired of cleaning”
Tired Sleepy
Packaging
rry
oupons
Cook dinner, 2 meals: for baby and for herself and husband
“I hope my baby will like this”
ard ier with coupons
eraction
COOKING
Not having to go to other stores Not doing everything by herself
Personalised recipes Help with budgeting
Tipps for cooking Reducing steps
39
- Packaging
Less package waste A way to create less food waste
Personas
Sainsbury’s: The Future of Retail
Personas
Mike, 67 The Diabetic
Mike is a widower and lives with his dog Jimmy in Chiswick. He is retired and likes to spend his time walking his dog in the park or meeting up with his friends from the rotary club. Since he is diabetic, Mike needs to pay special attention to the ingredients of the products that he buys. He finds this quite difficult due to the small print on the packaging. When he goes to the supermarket he enjoys the experience and talking to people. Mike usually decides what he would like to eat when he is already in the supermarket.
41
Chiswick One bed flat
USER JOURNEY
Widower, lives with his dog Doesn’t like to cook
“The Old Diabetic”
Buys a lot of food Diabetic
67 years old, retired (was a civil servant)
STAGES
RESEARCH
JOURNEY
SHOPPING
CHECK
Arrives and gets the trolley Look around in the ready made section
Checks the weather
DOING
Takes medicine before leaving
Walk to store 10 to 15 min with the dog
Check if there is storage of dog food
THINKING
FEELING
“It’s cold today”
Lonesone Fine
He will check every item for calories, sugar, salt (it takes time)
Goes to check talk with s
Go to the bakery and ask for sliced bread
Keep the re
Go to the dog food section and gets food for his pet
“What should I buy today?”
“I wish they sold (had) single portion of meat” “I wish someone could cook for me or if they have hand made food”
Uncertain
Tired, annoyed (because of the small labels) Bored Sad to see Christmas things for families Confused
Happy Still lone
+ Enough stock of products
CUSTOMER EXPERIENCE
OPPORTUNITIES
“Oh! The sta are frien
- Hard time to tie the dog Taking so long to check info Want more interaction
Personalised advice
Dog park near store Easier and more clear, detailed information More communicatin Single person items (eg. single portion food, customized meals (choose main + 2 sides or restaurants inside the store)
Sainsbury’s: The Future of Retail
+ Satisfied w interaction staff
Get discount favourite food his pet
K OUT
out and staff
eceipt
aff here ndly”
y ely
JOURNEY HOME
STORAGE
COOKING
EATING
DISPOSING
Arrive home Unpack Walk to home 10 to 15 mins with dog + full handed
“I got enough food for myself and my dog” “It’s too heavy to hold with just one hand”
Tired Happy Relax
with the n with ff
- Small bags
for his d or for t
Better delivery system
Store item (things on storage or fridge) Depending on the amount of food, change the temperature on the fridge to save energy
Use microwave or oven
Remove film lid
Check instruction
Eat in front of TV or sit on the sofa with dog
Prepare food Prepare food for dog
“I shouldn’t buy so many ready made food”
“I’m so hungry”
Feel empty Annoyed
Expecting the food to be ready
“It’s very easy”
After eating, takes medicine
“I want to talk with somebody during my meal”
Better and more clear package
43
Rinse ready-meal tray for recycle
“I am still hungry and lonely”
“This is ok”
Lonely Comfortable
- Small letters for instruction on the package
Portion for single person
Washes plate and cuttery
Lonely
- Packaging
Get him together with other people
Encouraging recycling Collect waste
Personas
Sainsbury’s: The Future of Retail
Personas
Kate, 24
The International Student Kate moved from Korea to London to study textiles. She lives in Mile End with 2 other girls and they often cook and have dinner together. As a international who is new to the UK, Kate finds British supermarkets and the products what they offer quite unusual and confusing at times. Kate works as a part time waitress because she enjoys interacting with people and to learn the language, but this means that she has very little time to go shopping and often finds herself at home missing the essentials like milk and bread.
45
Finchley Road
Lives with two flatmates
USER JOURNEY
Single
Wants to learn how to co
“The indeceive international” 25 years old, Student + Bartender
STAGES
DOING
RESEARCH
Ask flatmates or uni friends about location + supermarket with better price and range
JOURNEY
FEELING
Check the location with google maps or citymapper
*She walks everywhere because she doesn’t know exactly where product are.
Listen to music
“I’m hungry, I don’t what I should buy” “Everything is so new and interesting, I should try new things”
Buying: Observe promotion Finding new things that don’t exist in Korea Walk trough spicy corner / fruits / vegetables / bakery / ready meal (she doesn’t know how to cook) / hot food She buy some stuff that was inspired by someone “It’s quite interesting, but I don’t know what products they have, where they located in. I’m quite lost. However,I would liketo buy this, this, this....” “I would like to buy this, but I’m concerned about how much it is.”
Feeling lost Overwhelmed Excited Worried
Excited Feeling burden
Excited Nervous
- Highshelves
CUSTOMER EXPERIENCE
- Ask for staff but wayfinding is not good
Special ads
OPPORTUNITIES
SHOPPING Entrance: Choose and select trolley or basket Looking around , walk a little bit, observe
Goes to the nearest supermarket
THINKING
Studies Branding and Co
Walk 10 min with flatmate or uni friends or alone
Use social network
“I’m quite lost, don’t know which supermarket I should go”
Works but doesn’t need
“Welcome....” services Communicate openess / friendiness
Signs on the way Other ways of engagement
Social Network (what are people buying?) Providing inspiration for receipt Clear visual signage + Better way-finding Self searching system Smart shelves / smart cart (automatically calculate price / giving information about receipt) Eco friendly / no packaging
Sainsbury’s: The Future of Retail
CHECK
Queue + w
Check ou she doesn’t how to u self checkafter learning
Plastic ba really anno
She have to w (it takes a w
Check-out mach several pieces of coupon
“I don’t like to of work
“I don’t like the p and self che
“What should I these coup
Confus
+ Verbal ins
- Complica
Seamless ch
Shorten waiti (or use it for so else)
s (indian and french)
ook the money
ommunication
K OUT
JOURNEY HOME
STORAGE
COOKING
EATING
DISPOSING
waiting
ut: know use -out / g (easy)
ag is oying
wait staff while)
Get plate Leave store Return trolley / basket Walk home Listening to music Plastic bag tears
Arrive home Unpack Store items (in her part of the fridge)
Get things out of the fridge Check instructions Prepare ready meal (use microwave or oven)
hine gives promotion n.
do a lot k”
plastic bag eckout”
I do with pons?”
sed
Remove film lid Place meal on plate Add spices Eat infront of the TV on the sofa
Washes plate and cuttery Rinse ready-meal tray Recycle
Talk to flatmates
“These bags are heavy” “What should I do now?” “This takes such a long time”
Exhausted Sad / Pissed of Alone
structions
“So many new things” “There is not enough space”
“How does this microwave / oven work?”
Glad to arrive home
Expecting the food to be ready
Excited about new items
Independent
Hungry
Misses home cooked meals
Follow instructions on ready meals
ated
“This is a new taste” “This is not what I expected”
Disappointed / Surprised Misses home cooked meals
- Unauthentic product - Less trust
“I am still hungry”
Hungry Homesick
- Packaging
heck-out
ing time omething )
Alternative way of getting things home
Share ingredients with others (big packs)
47
Personalise ready melas before purchase
Encouraging recycling Collect waste
“Shopping is stressful” Sainsbury’s: The Future of Retail
Stress levels
Stress Level
Research
Journey
Shopping Check Out
Journey Home
Storage
Achievement and relief
“Finally home”
Cooking
Eating
Disposing
POSITIVE
Surprised
Happy
Happy to talk Fresh Fruit with staff
Anticipation
Satisfied
Excited to be home Relaxed
Excited for food
Relaxed and Expectation comfortable
Comfortable
Nervous Neutral Lonely
Uncomfortable
Uncertain Burden
Relaxed and problem with child
Overwhelmed and lost Tired Worried
Lonely
NEGATIVE
Disappointed
Confused
Annoyed
Lonely
Bagging
Frustrated
Tired
Can’t find basic item
Exhausted
Annoyed by the labels
49
Homesick
Healthy Life
Emotion & Experience
Community
Information
Sainsbury’s: The Future of Retail
Themes & Design Direction
How can we make shopping less stressful? Create a shopping destination, that transforms the activity from being a task, to being an experience, which is not only inspiring but tailored to the customer’s personal needs and preferences and enables them to lead a healthy life.
51
Idea Wall
A group exercise of rapid idea generation
Sainsbury’s: The Future of Retail
Idea Generation
From that we chose the most interesting and valuable ideas and developed them to test them with people
53
Sainsbury’s: The Future of Retail
Idea Testing
Our second customer panel took place on Thursday the 4th of December. We used the two sessions to test our ideas and record insights and impressions that the customers shared with us.
The group of the young people and the elderly showed very different reactions to our ideas of the item reader, the online market place and the pop up shops. While the elderly were very interested in the reader and said they could see them using it in store, not only to get personalised nutrition information, but to make use of the “hands free shopping� option, the young were more interested in the pop up stores and the idea of having a store that has a fresh selection of products and offers an inspiring environment. Both groups were interested in the possibility to subscribe to your favourite basic products.
55
Work in progress
Sainsbury’s: The Future of Retail
Development
57
Sainsbury’s: The Future of Retail
Final Concept
Sainsbury’s Authentics is a new retail store concept which focuses on fresh food and aims to reduce the task factor of shopping, and instead focuses on making it an immersive experience which engages all senses. The Sainsbury’s experience store focus on fresh and seasonal items. It will have fresh vegetables and fruit on display, there will a bakery for fresh bread, meat counter with experienced butchers, experts working in fish cheese and hot food section. Everything around the customers will invite them to touch it, smell it and find out more about it. If they are exhausted or waiting for someone, they can go to the resting area.
59
Floor Plan
Sainsbury’s: The Future of Retail
Final Concept
Storage Non-food screen Non-food Desk
Fish
Butcher
customer service
Meat
Cheese Staff Area
Dairy
Self Check-out
Hot Food
Fruts
Vegetable
Check-out
FRESH ZONE Seasonal Food
Resting Area
Bakery
Vegetable
Drink
Herb & Salad bar
Cold Food
Sandwich Exit
Entrance
61
Sainsbury’s: The Future of Retail
Final Concept
Tell Sainsbury’s Authentics who you are , to get personalised information and recommendations. People will sign up to Sainsbury’s Authentics by filling out a form online and provide information about their special dietary requirements, their favourite products, special health conditions, their lifestyles and activities as well as their home address and credit card information.
63
Sainsbury’s: The Future of Retail
Final Concept
Everywhere in the store, there will be scanners on the shelves which allow people to scan items and receive personalized information about the product. Here people will have the option to just pick it up and buy it in-store, have it delivered to your home, or added to your subscription. This reduces the task factor of the shopping experience and leaves only the part people enjoy which is looking and being inspired, touching, trying and choosing.
65
Sainsbury’s: The Future of Retail
Final Concept
67
Sainsbury’s: The Future of Retail
Final Concept
OLED screen in front of a beautiful living wall offer an interface which allows customers to buy non frozen, dried, preserved items as well as non food items. When a customer approaches a screen, it recognizes them, and shows their favourite and recently bought items. They also have an option to start a new shop and search for items. On the product screen, they will get information about the product as well as personal recommendations of items that goes with it. They also have the option to get personalized nutrition information, or read reviews of other customers. After the customer has made their choice, they will select the quantity and decide if they want to pick it up at the customer desk, have it delivered to their home within the next two hours so that they can have a hands free shopping experience, or added to their subscription.
69
AWARENESS
SIGN UP
COMPLETE PROFILE
BROWSE
ENTER
BROWSE
SCAM ITEM
USER ACTION
Get recommendation See in-store ads Sainsbury's website In-store planipts
Sign up online through app/website
Fill out online profile (preferences,allergies etc.)
Check my items Make list Reviewand Rate Subscribe orders from Sainsbury's local business
Enter store
Look at items
Place item on scanner
PHYSICAL EVIDENCE
Ads Website
App Website
Products Store environment Pop up stalls
Product Scanner Screen
ON STAGE CONTACT
Talking to friends Talking to colleagues
Colleages (food experts)
TECHONOLOGY
BACKSTAGE ACTION
SUPPORT
Beacon
Saving data
Saving data
Add to your weekly delivery Place order Saving your list Save reviews & Rating Add earned coupons to account
IT support team Manager registration system
IT support team
IT support team Website updates
Sainsbury’s: The Future of Retail
Beacon
Screen drompt: "scan an item"
G
Scre
Colleague support
RFID
Re Identify customer when he entres the store
Read RFID
Ad A App
Blueprint
GET INFO
PURCHASE (OPTIONAL)
Choose home delivery Subscribe
Product Scanner Screen
een communication
ecognises customer Save info dd to subscription Add to delivery list ply coupons for price
Maintain RFID Database
BUY FROZEN, NON FOOD AND READY MEAL
LEAVE STORE Wait for delivery Track for delivery
Approach screen
Browse categories/ downward motion
Browse specific items horizontally
Select product and get info
Purchase (optional: choose home delivery subscribe, pick up now
Touch screens
Touch screens
Touch screens
Touch screens
Touch screen
Screen communication
Screen communication
Screen communication
Screen communication
Screen communation "Pick up your order in X minutes")
Beacon
Beacon
Beacon
Apply coupons Recognise customer Access database for information
Save details for chosen option Apply coupon for price Send info to delivery or in-store team.
Touch screen back to default Staff collect items from storage & bag Recognise customer (generate number for items)
Registers customer when is leaving Send out items Charge credit card
Recognise that delivery has arrived
Bank Delivery team Database In-store stock team
Stock team IT support
Bank Delivery team Database
IT team
Beacon
Beacon
Save details for delivery Send info to delivery team Apply coupons
Recognise customer
Delivery team Database
PICK UP
IT support team Database
Access realtime stock levels and Database
Access realtime stock levels and Database
Maintain real-time Maintain real-time IT team Database stock info database stock info database Maintainence
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Walk to counter Talk to staff
Leaving Store
Phone
Colleague at counter Talk + give bagged items
Web App
Receive delivery
Products
Delivery person