T2 Tea Lab by Olivia Davies

Charlotte Marshall nO441573. Chloe Jagger, NO426438. Megan Parkins, NO435394. Natalie Earthy, N0439940 & Olivia Davies, NO449834.

CONTENTS

02 03 07 13 Introduction

The Big dea

Primary Research

Our Consumer

21 23 31 33 Creative Idea

Visual Merchandising

The Launch & Promotion

36 40 Conclusion

Appendix

Online Community

Chloe Jagger

or the future development of T2 we chose to focus upon the health sector and the possibilities of preventive medicine in order to promote the traditional use of tea as part of a balanced, nutritious diet. Appealing to generation Y, who are well at ease with technology, and for whom health is a priority, we will utilise the growing investment of wearable technology in order to promote the use of self-tracking to enforce positive behavioural change. Focusing upon the democratisation of self-quantifying, made possible through the use of smart phones as â&#x20AC;&#x153;personal laboratoriesâ&#x20AC;? (The New York Times, 2010, Online) our goal was to build upon the growing trend of data tracking apps, in order to promote our new philosophical approach towards health teas. In order to promote this, we endeavoured to utilise T2â&#x20AC;&#x2122;s retail space as our own science lab in order to create a memorable sensory experience, resulting in a stronger emotional connection between the brand and target customer.

Chloe Jagger

The BIG Idea

onsidering the many insights we had made through our primary research, we wanted to further our knowledge of wearable technology and its relation to other surrounding social trends. In order to fully understand how to achieve successful customer experiences with wearable devices, we must devise an approach which does not intimidate consumers. Thus, our big idea for a wearable device was inspired by the quantified-self trend which is increasingly being applied to the health and lifestyle sector by “an eclectic mix of early adopters, fitness freaks and technology evangelists and personal development junkies” (Kent

Bottles,2011,Online). Gary Wolf, originator of the quantified- self movement, who believes that through the use of tracking and analysing the data from people’s everyday activities, it will help to improve their lives and the quality of it. Despite the huge potential that self-quantifying has, we appreciate that some may view the idea as an idea as an oddity or even geeky. However, we felt that the idea has the potential to revolutionise the health sector through self-actualisation, selfdiscovery and the potential for selfdiagnosis. Becoming poster faces of the medical strategy of the future, individuals such as Lary Smarr, who helped to diagnose himself with having Chron’s disease (MIT Technology Review, 2012, Online), has encouraged us to revaluate, the meaning of what is normal or bizarre behaviour when applied to self-tracking. In The Economist’s article, “The Quantafied Self- Counting every moment” it explains the idea of “body hacking” (The Economist, 2012,Online) is nothing new. For centuries, athletes and coaches have tracked nutrition, sleep, exercise and other such variables in order to enhance performance. What is new and has somewhat acted as the catalyst for the modern day tracker is the smart phone, which has ultimately made it simpler and easier for us to gather and analyse our personal data. What’s more Wolf explains that the ubiquitous use of social media, which has “made it seem normal to share everything” (The New York Times, 2010, Online) is the accomplice of new technologies which have catapulted the idea of the quantified self into the mainstream.

Chloe Jagger

For our wearable device we wanted to build upon the idea that millions of us, without realising it, already use self-trackers. Apps such as FitBit, The Eatery, Electric Sleep and Jawbone app, allow us to track our; weight, calorie intake, spending and sleep pattern. The results of which, prove to be useful when promoting behavioural change of an individual. Our smart phones are becoming the epicentre of the tracking movement, transcending their primary use of contact to become “personal laboratories” (The New York Times, 2010, Online). Reaching into the potential of smart phones for T2 we realised that the key to making

a wearable technology seem appealing to customers would be by seamlessly linking it to the ubiquitous smartphone, ultimately democratising the daunting perception of body tracking. Thus, our wearable technology in the form of a temporary bio stamp, would be placed on the back of a customer’s device which, when held to the palm of the hand would measure an individual’s hydration, heart rate and temperature in order to improve overall health and understanding of their bodies. However, our idea aims to go beyond the gimmick of wearable devices, offering customers true and meaningful insights into the inner workings of their bodies. Building upon wearable devices

and smartphone’s applications within the health sector, for T2, who don’t want “to forget about the tradition and overall quality of tea” (see appendix p.56) we wanted to tap into the future of preventive medicine by reconnecting with the traditional and ancient beliefs about the health properties of teas. Our wearable device and app may not be revolutionary in the field of science nor technology but what it will offer customers is an innovative outlook upon their health and wellbeing. This new approach, is driven by the western world’s increasing healthcare costs and an ageing population, prompting patients to take a more active role in monitoring their health in order to maintain their wellness and prevent disease (The Economist, 2012, Online). The era of big health data is upon us and its results have led to qualitative shifts in our generation’s mind-set. Statistics such as “80% of U.S. internet connected adults searching for health information online” and “over 7.7 million” users are snapping their daily food intake on diary photo apps such as The Eatery, show that there is a demand for smart phone tracking applications (Swan,2012,p.3). Impending results of such apps and networking health sites such as the website Cure Together, where thousands of patients compare “symptoms and treatments for more than 500 illnesses” (The Guardian,2011, Online).

Chloe Jagger

hese findings further prove that the act of sharing personal data can result in identifying conditions ahead of time to ultimately result in health prevention for others. Our wearable device attached to the smart phone, would relay the individual’s results automatically to our T2 app. The apps social community, will allow T2 device wearers to share and compare results in order to broaden each other’s tea horizons and eliminate choice trauma. This was something we experienced ourselves when visiting T2, overwhelmed by the many choices of teas, whose health benefits were not promoted by staff or at the forefront of its packaging (see appendix p.56). However, despite looking to revolutionise the way we think about health in accordance to tracking and technology, we didn’t want to steer away from T2’s inherent belief of carrying on the tradition and quality of the tea itself (see appendix p.56). It came to our attention that, just as preventative medicine is built upon personalised health data, so is the origination of the use of tea within traditional medicine. Ayuveda, India’s ancient health system focuses upon the

unique constitutional make up of each individual in order to inform the individual, how to best live their life through the aid of the right foods, herbs and activities (Pole & Westwell, 2012, p.25). In the future we plan for T2 to change perceptions towards health and medicine, helping people discover a more traditional, patient centred, medicinal plant approach instead of automatically resorting to pharmaceuticals. Another competitor and tea brand that disagrees with modern societies “fundamental ideology of our modern-health system that has become illness driven”(Pole & Westwell, 2012, p.19) is Pukka teas, who agree with our plans for the philosophical development for T2, that of changing “societies emphasis on diseases rather than on health promotion”(Pole & Westwell, 2012, p.19). The ancient tea drinking habits of China and India date back

to 500,000 years ago, where tea was drunk to “eliminate toxins, and to improve resistance to diseases”(Dufresne & Farnworth,2001, p.1). Modern day scientific evidence proves that tea drinking has many beneficial effects on our metabolisms, which is helping to change our perceptions about the overall health benefits of tea and consequently modify our attitudes and actions towards “this very ancient beverage ”(Dufresne & Farnworth,2001, p.1). Yet as these tea rituals were introduced into new countries, the consumption of tea was to become more than just a beverage and instead it became fundamental to social normality. T2, is already part of this modern day perception of tea, using the drink as a social catalyst, by bringing together different groups of people. Our health initiative only adds a further common denominator between tea drinkers,

and creates a stronger and larger community base for T2 in the process. Ultimately our wearable technology aims to improve an individual’s specific health problems, it does not promise that tea alone is an official health solution, but we do aim to promote its use as part of a balanced, nutritious diet. Recognising tea’s health properties, as a source of “pharmacologically active molecules, and important member of the antioxidant food group, and a functional food endowed with beneficial health properties”(Dufresne & Farnworth,2001, p.9), coupled with the potential behavioural change through self-quantifying and data tracking, we hope, these two ideas cohesively encourage customers to engage with T2s wearable health initiative.

Charlotte Marshall

a foundation from which to establish an insight in our consumer and brand understanding, we conducted a series of primary research case studies and first hand data collection.

nitially we kept a week long tea diary to establish the quantity of tea we consume, the reason behind our tea choice and the factors that affect those decisions. Our results yielded an average weekly tea consumption of 18.8 cups a weeks with a median of 2.7 cups a day (Tea Diary). When questioned about the choice of tea and the determining factors behind that choice, we were able to replicate the decision making process of that of a T2 consumer and analysis the contributory factors that impact their tea choice. As representatives of Generation Y, the notion of quantifying our tea consumption and self-tracking is not a foreign concept. As an “achieving generation” (Phycology Today, 2014, Online), the concept of sharing personal data with others in order to improve upon our self-development, especially in terms of our inward health and outward physical appearance, is something which millennial’s strive towards as generational trait.

others in order to improve upon our self-development, especially in terms of our inward health and outward physical appearance, is something which millennial’s strive towards as generational trait. Overall the three key factors that determined tea selection were health, flavour and lastly a social aspect. The most popular tea was peppermint making up 24.5% of the average tea intake, this was consumed for health reasons. Followed by that, fruit tea at 21.35%, was consumed for flavour and finally English breakfast tea making up 13.8% of overall tea consumption was predominantly consumed when in social situations. These results prompted us to assess the angle T2 should take in order to market their teas appropriately.

Charlotte Marshall

We visited T2's Shoreditch shop, ...and upon arrival, it was clear that it is the culture of T2 and the roots of the brand that are key both to its aesthetics and ethos. “Our main focus is on flavour” Melanie Williams, the shop manager, told us (see appendix p.56). Through their clear in store branding and retail environment we were able to understand and engage with the journey the consumers take, with taste being at the forefront of that journey. “We hope to change people’s pre-conceptions about tea, showing our customers that tea can be fun, new and exciting.” Melanie went on to say (see appendix p.56). Their fun ethos was apparent not only through their store environment but also through their customer engagement and interactivity. These ‘elements can serve to amplify the brand experience, forging stronger brand’ consumer relationships by fostering more personal experiences.’ Baron & Wood write for stylus.com.

Charlotte Marshall

To critically assess the consumer experience we must first understand the consumer decision journey and the loyalty loop the consumer enters when buying into the brand. David Court, author of the consumer decision journey seeks to dissect this journey and places particular emphasis on evaluation, avocation and bond. Court goes on to say that, it is “post-purchase” interaction that plays a key part in brand advocacy broadcast on online touch points. Both earned and owned media have the capability to advocate brands as consumers “create fodder for the evaluation of others” (Havard Business Review, 2010). The retail market seeks to enhance this further, though the interactivity of digital and sensory touch points.

Charlotte Marshall

We conducted primary research to gauge an insight into a brand that rely heavily on interactivity and sensory experience. High street cosmetics company Lush, is our sensory brand case study, relying heavily on sight, smell & touch for consumer engagement. Upon entering the shop, the consumer is instantly engaging with the brand and products on a variety of levels. We spoke to shop supervisor Stephanie Adams on the experiential retail lush offers. “Engaging and fun” are two brand attributes lush can boast, explained Stephanie, through their shop layout, their staff training and visually stimulating displays, the consumer is invited to ask questions, try samples and touch and smell the raw ingredients. “As well as showing ingredients for our products we also have fresh.. flowers…. And use certain colours and words [to] best represent that product” (see appendix p.60). The non-categorization of consumers

we found interesting, as Lush neither group their market by sex nor dermatological skin type. Whilst in the shops for 30 minutes, a total of 5 males entered the shop, compared to 12 females. “Both genders seem to really enjoy the interaction with the products” (see appendix p.61) explained Stephanie; further confirming for us the growth in both the male health and grooming markets, an indication for us that our retail tea experience would appeal to both male and female markets, as health awareness becomes an appealing trend for both sexes. Finally the ethos and heritage of Lush are distinguishing features of the brand, similarly to T2. These traits are demonstrated both through their product, branding and promotion. The simplicity of the Lush branding and keen focus on ‘earned’ media coverage rather than large promotional events mean that the budget and campaign aims can be channelled into sourcing ingredients and

community enhancement. This is a promotional strategy that steers clear from overcommercialization, hosting low key events, such as a Scented Poetry Evenings where consumers are invited to listen and engage with poets, and consumer flavoured and scented food and drink designed to further enhance the consumer’s enjoyment of the poetry.

Charlotte Marshall

To fully utilise our geo-demographic consumer, it was important for us to conduct research both in and outside of London and the Shoreditch community.

e conducted in store interviews with mangers from Whittards, Lea Roseys and Wired Cafe, in Nottingham. Liz Jenkins, manager

of Whittards, Nottingham told us how their brand creates a sensory experience for their consumer through the use of smell, touch and taste and how through an online database they are able to track their customers spending habits and target them through personalised promotional material. “So I think a sensory experience is very important for a brand as consumers seem to enjoy being able to interact with the products” Liz told us. Immediately upon entering the shop, the smell of the tea and the visually stimulating tea caddies display entices the shopper. We were able to sample tea, suited to our individual preferences. Key to our research was the growth and broad age range of Whittards consumer base, in recent years and Liz credited the expanding health market for this growing interest in tea. “We get a lot of questions about health” Liz explained, and their team is

able to suggest recommendations based upon the individual health requirements (see appendix p.60). The idealology of tea is shifting from quaint and social over to a more health conscious demographic, an issue Heston Blumenthal recently touched upon in an episode of Heston’s Fantastical Food series; ‘Heston’s Big Brew.’ The creation of the teabag has begun to erode away the tea break’ he states due to people’s busy working lifestyle, an within the episode he attempts to reinstate the ‘tea break’ as a social norm. The sociability of tea is an element we discovered through our tea diary research, and one we hope to enhance through technology and both our creative and big ideas. Heston Blumenthal, crowned as the ‘mad scientist of Haute Cuisine’, has an unconventional and experimental approach to food and one that has inspired food enthusiasts and rejuvenated theatrical interest for the consumer. It is this edible theatre that has similarly inspired our creative idea. Scientific experimentation and the engagement this creates, plays upon the idea of a memorable multisensory experience, going beyond customer expectations of retail environments, which we encourtered first hand at Chin Chin Labs in London.

Charlotte Marshall

Chin Chin Labs Their focus upon retail theatre boosts not only sales but enables the store to become a destination in itself, not just for the product. Ice-creamist Claire Parr explained that most customers had heard of Chin Chin Labs “through word of mouth” having heard of the experience “through family friends or on blogs”. Ice cream and brand engagement is at the forefront of what Chin Chin wants to promote, proven through their innovative flavour pairing which change weekly. The brand wants customers to not only be “blown away” by the taste and flavour but also by the whole spectacle itself. As a group we witnessed first-hand, the elevation of the ice cream experience to becoming a memorable one, we had to queue for 20 minutes before let into the shop and watched as flurries of tourist crowded round the open windows to watch first-hand the ice-creamists work with nitrogen acid and test tubes of toppings. This display more resembled a crazy scientist mixing potions, rather than simply ice cream.

Natalie Earthy

OUR CONSUMER

After researching into teas, our consumption of them and the potentiality of their health properties, we wanted to identify specific groups of consumers who would be interested in the idea of wearable technology, health and nutrition. According to Dr David Logan, being a part of a group, or tribe, that share something in common is a natural cultural phenomenon (David Logan, 2009, Online). As human beings we are naturally attracted to social groups which share the same ideas, values and ethos as each other. The origination for such tribes and the differentiation of them, is explained by Joeri van den Bergh as to being because of “the rise of digital media” which allows millienial’s to create “their own personalised worlds” (How cool brands stay hot, 2013, pg.5) where they are able to pick and choose brands which best reflect their own values. An example of such tribes would be millennial’s, who having been raised by “post- 1968 parents” want to incorporate “integrated ecology and responsibility into their lifestyle” meaning that they are drawn to brands that carry a “green value” offering this image focused consumer “social currency”(WGSN Laurence Pasquier, 2013, Online).

In similar terms, T2’s health initiative will appeal to millennial’s who are well adapted to the concept of sharing personal data with others in order to improve upon their own self-development and social standing. 7We contacted Michelle Hughes, a Consumer Researchist and a member of our consumer target market for first hand insight into the apps and self-tracking devices she’s uses, to find out how she has amended her behavioural

patterns due to her engagement with self-tracking technologies. Key to the success of these selftracking technologies is a “good user interface” Michelle stated. Consumers are familiar with the swipe interface and are less likely to engage with technology that is neither familiar nor intuitive, highlighting the need for minimal processes. Apps Michelle uses include, Sleep Cycle, Endomondo and a hydration app, all of which are part of the self-tracking health

Natalie Earthy

market, that allows the consumer to “understand something about [themselves]”(See Appendix p.58). Michelle also revealed to us that people’s disconnection with wearable technology is due to the smartphone’s technological advancement. When asked if she would be interested in purchasing a wearable device, she responded “I think my phone can do most things I need”. Strengthening our secondary research about the democratisation of self-tracking through smartphone’s accessibility, the key to our apps success is its placement on the phone and its subtle monitoring system.

“their own personalised worlds”

Natalie Earthy

t is extremely important to build a community for a brand, especially within a creative area such as Shoreditch, other companies such as Village Underground are already utilising the community as a means to build up a reputable customer base. In addition it is a growing trend that consumers are willing to trust authentic brands and are more likely to build a strong connection with local brands, especially ones which promote community values. T2 aims to become an integral part of the creative mix in East London by supporting and utilising local PR personnel and bloggers within our promotional strategy. It is also of integral importance that T2 stays true to its Australian roots, the pinnacle of this, being that our new concept towards health and tea is not daunting to the consumer and the approach is always fun not clinical. When a brand manages to target a specific tribe, through innovative approaches such as memorable retail theatre, consumers become consequently more loyal to the brand through the subsequent emotional attachment and are more likely to endorse the brand through word of mouth. This results in free marketing, with word of mouth recommendations influencing individuals purchasing habits, with “14% of advice sharers” (Academic Mintel, 2008, Online) agreeing that ’People come to me for advice before buying new things’. In addition, the report revealed that this routine of give and take

works both ways, with the same 14% revealing that they “ask people advice before buying new things” (Academic Mintel, 2008, Online). Proving that being given advice from a friend or partner can result in a purchase purely based upon recommendation. T2 are already hoping to host new events as they try to start “build a new community here in London” (See Appendix p.60), our T2 tea event, will aim to engage community members and tea lovers in London. This will include influential groups of people described by Martin Gladwell as “Connectors, Mavens and Salesman” who “will play a critical role in the word-of-mouth epidemics that dictate our tastes, trends and fashions” (Gladwell, 2000, p.14). So that word of mouth promotion is encouraged, creating a positive impact upon sales and press coverage. After conducting our primary research and gaining a great understanding of the brand, we focused on the T2 consumer.

According to our secondary and primary research we pinpointed two types of consumers, including the ‘Wholefood Helen’ and ‘Digital Dave’, who both embody the two key focuses of our development plan for T2. A typical trait of Generation Y is that they are more health conscious and have the embedded mind-set that they wish to prevent health issues before they arise. ‘Wholefood Helen’ is part of this collective mind-set and supplied us with an insight into her life. Routines such as regular exercise, and sticking to “a nutritionally dense” diet which is “mainly plant based” (See Appendix p. 53) fuelled with homemade green juices and Pukka’s cleansing green tea. Revealed, that T2’s emphasis upon health prevention, reverting back to the traditional health medicine through the implantation of the right teas within our diets, would appeal to our health driven consumer.

Natalie Earthy

Another predominant trait of Generation Y, which we identified, was that “they are the most technologicallysavvy generation yet, having grown up in the internet age”, (Mercer -Mintel, 2014, Online). This provides an explanation as to why “wearable technology” has entered the “mainstream” creating “growing opportunities for health, fitness brands and healthcare providers to nudge adults towards regular exercise and healthy nutrition” (Mercer – Mintel, 2014, Online). We identified this growing trend within the habits of our second consumer ‘Digital Dave’, who is well at ease with technology and has integrated wearable devices and self-tracking apps into his everyday life. ‘Digital Dave’ avidly charters his sleep, fitness and diet through Jawbone’s app in order to better understand behavioural patterns within these sectors, so that he can make smarter choices in the future. Dave revealed that what appealed most to him about the app, secondary to all his data tracking being filled in one place, was the app’s recognition and celebration of his achievements and the given option to share these accomplishments with friends (See Appendix p.62). Proving that Dave is already part of the self-tracking movement, our wearable bio stamp, would allow him to track his health, in order to enforce positive behavioural change, would not be a foreign concept to him, or make him feel uncomfortable.

Natalie Earthy

dditionally, in recent years the male grooming market has expanded along with the growing interest in wearable technology. “The men’s grooming market grew by 20% between 2007 and 2012, and is forecast to remain on a growth track through 2017.” (Romanowski, 2013, Online). The male consumer such as Dave would be interested in the launch of T2’s wearable technology, not only because self-tracking is an everyday part of his life, but he fits into this growing category of males, who care for their nutritional health and the effect this has upon their outward appearance. In addition like the app Jawbone, which gives Nathan the option to share his results with family and friends, our apps community aspect, will allow users to compare results and tea finding. This will accommodate ‘Digital Dave’s’ desire to share information and findings with others, a typical trait suited to Gladwell’s description of the ’maven’.

In order to get Industry feedback we presented our idea over skype to employees at ‘Craftwork Marketing’, in an informal chat, we conducted the focus group so that we could see what parts of our idea appealed to the employees, who happen to fit into the correct demographic of our target customer. Their responses revealed that the scientific approach of our theme and rebranding of tea to becoming part of the new wave of preventive and natural health medicines, is what differentiated our concept, making T2 appear as authentic and trustworthy, “I also love the designs and the scientific approach; it makes me trust it all the more knowing that there is a science behind the tea creations” (See Appendix p. 63). The likening of our creative idea to the perfumery brand le labo “I can also see it as a Le Labo style concession in Liberty/Selfridges where you shop and come back for your tea consultation and you take away tester packs for

Natalie Earthy

your first week”, (See Appendix p.63), ensured us that our concept would appeal to the disconcerting consumer, who expects a brand to incorporate personalisation within their products. Lastly the very nature of our app, which makes it easier for the consumer to keep track of their health, was thought to be the “epitome of what a data tracking app is supposed to do”, proving that our idea ticks all the boxes for the health conscious consumer like Steve at Craftwork. Overall both consumers will benefit from our T2 tea lab, as it will appeal to their needs of wanting to improve upon their overall health and will satisfy their growing interest in selftracking data in order to harness control over their own selfimprovement. Additionally, the inherent community aspect of our app will enable both of them to share their findings in order to broaden their tea horizons, satisfying their interest of trying

new things. Our lab ascetic offers customers a new creative outlook upon health, with the overall feel being interactive and playful, not clinical or daunting. We hope this new outlook encourages customers to engage with the brand through health and wearable technology. Lastly, though health and tea is at the forefront of our initiative, so is our consumer who at the end of the day wants to “feel like someone is looking after” them (Michelle Hughes, senior lecturer). With this is mind, the aim of our memorable experience is to create a stronger emotional attachment between us and the consumer, creating an enduring relationship of trust and loyalty.

Megan Parkins

our creative idea: the t2 tea lab

ur concept embraces the use of wearable technology to create engaging consumer interaction and a memorable, exciting retail experience. Our T2 Tea Lab centralises around promoting the health benefits of tea in an exciting and inventive way. We will take into account the consumer decision journey by immersing the customer with T2’s brand ethos, made possible through an engaging sensory experience. We will further do this by segmenting our wearable technology into two stages. The first being a temporary bio stamp placed on the wrist of the consumer upon entering the tea lab. This will immediately take heart rate, temperate and hydration measurements of the consumer and aid the tea lab assistant in understanding that persons requirements. Once the results have determined and the teas best suited to the individual specified, the tea will then be made in a theatrical display, in iced tea formed, using the ingredients that are appropriate to the customer’s health needs and taste preferences. The ice tea preperation will resemble a scientific experiement and use liquid nitrogen for theatrical dramatic effet. After this

experiece the bio stamp will remain on the skin for a week, giving the consumer the opportunity to return and experience the lab again to acess the results of the trial week. The second stage of the wearable is to have our T2 stickers available for purchase in store. These stickers can be placed on the back of the consumer’s smart phone which then reads levels when held agaist the consumers palm which then connects to our T2 app. When the sticker is held against the palm of the consumer’s hand, it records and measure heart rate, hydration levels and temperature in the same way as the bio stamp. Upbeat and friendly worded push notifications will inform the consumer of these levels up to three times a week and suggest teas that provide the benefits they need; for example, relaxation, re-energising or hydration. The recorded data will be gathered through the app and track what nutrients and health benefits the consumer needs. These products can then be bought online or in store and personalised depending on the taste preferences of the consumer. The wearable sticker will be the T2 logo stylised to look like an element of the periodic table, complementing the overall lab theme of our idea. Both these elements play an important role in the consumer decision journey, the aim being to eliminate the consideration of other brands through the use of our unique wearable technology and app. This advocates brand loyal and strengthens the brand-consumer relationship.

Megan Parkins

Melanie, T2’s Shoreditch store manager, revealed that the aim of the brand was to “change people’s pre-conceptions about tea – not stuffy and old but instead showing customers that tea can be fun, new and exciting”(See Appendix p.56) with this in mind we came up with the T2 Tea Lab. Our creative idea centralises around constructing an exciting and memorable instore experience. We devised the idea of a T2 Tea Lab based around the health benefits of tea while enhancing the sensory reactions to tea making. The Tea Lab will run for 2 weeks, during this time the T2 Shoreditch store will be transformed into an exciting theatrical display of experiments.

Above: Example of the bio stamp, wearle technology tattoo. Right: T2 Sydny store, visual merchandising. Bellow: mock up of the T2 sticker.

Olivia Davies

INstore layout and visual MERCHENDISING “Trust is important to shoppers – and a good store experience can build value and trust in a retail brand”

n order for our consumer to fully engage with our wearable technology and health driven ethos, we realised that the in store experience is a crucial element of encouraging customers to integrate T2 into their daily routines and diets. Retail environments that offer sensory experiences are to become a vital element of the future of retail, offering to customers an insight into the visual world of a brand. Consumers no longer want to enter a store and simply purchase an item but instead expect a memorable sensory experience that entices and excites. In a recent report, Mintel stated that in just one years time 44% of all purchasing of electrical goods will be done by e-commerce (Mercer, 2014, Online). Mintel also stated, “Trust is important to shoppers – and a good store experience can build value and trust in a retail brand” (Mercer, 2014, Online). This further proves that interactive in-store experiences are essential for retailers who want to offer customers a new and exciting shopping experience. In doing this, consumers are encouraged to practice traditional purchase methods and do not shop entirely online.T2 aims to go beyond the traditional methods of marketing,

those that exceed Generation Y’s expectations of retail. We aim to do this by creating a multi-sensory retail experience. Touch, scent and taste are sensory elements that would be key to our retail experiences; an experience no online retail platform can deliver. As a starting point for brainstorming ideas for our T2 retail environment, we visited two exhibitions that we felt were extremely engaging and targeted a multitude of senses. The first was Martin Creeds – What’s the point of it?” at the Hayward Gallery, London. Upon entering the space we were immediately intrigued by the variety of colorful objects around the room that played host to rotating shapes, flashing lights and unusual sounds like piano keys and car horns (Creed, 2014). The engagement of the senses is done so to gain a memorable association with the experience; a feeling of being totally consumed by these sensoary elements.The multisensory engagement of the exhibition heightened our awareness of the use of sensory experiences, whether they are applied to a museum or retail space. As part of the exhibition, there was a room full of balloons that initially appeared pointless however, the room was intentionally designed so the visitor became part of the artwork itself. The room fully engaged the guest resulting in a more personal memory and experience for the visitor, meaning everyone was left with a different emotion or feeling towards the experience.

Olivia Davies

e were left with a similar feeling after we visited our second exhibition, Momentum at the Barbican in London (Clark, Bird and Nehru, 2014). A unique combination of light, sound and vibration that enhanced and heightened the senses, creating a strong emotional attachment that allowed the visitor to reflect on their surroundings. The exhibitions ambience made this reflection particularly positive, as there was a strong energy that meant any reflection, memory or feeling, was guided to be a positive one. For us, this reflection

stimulated and provoked feelings of success and future happiness. Our T2 Tea Lab aims to incorporate a sensory experience that will evoke an emotional and memorable attachment to the brand using similar involving techniques. Becoming a part of an experience which allows us the opportunity to create our own personal memories, is something that as humans, we naturally want more of and with the growing technological advances within retail, consumers are increasingly expecting brands to entice us in new innovative and imaginative ways.

Olivia Davies

This was further proven in a recent article, for stylus.com â&#x20AC;&#x153;shoppers crave a more stimulating retail experienceâ&#x20AC;? (Baron and Wood, 2014). According to the report in 2013, British advertising agency JWT, revealed that 58% of consumers crave experiences that stimulate their senses, a figure that rises to 73% amongst Millennials (Baron and Wood, 2014).

Olivia Davies

e intend to use the same techniques used within exhibitions in order to produce a well-executed instore sensory experience. Refering back to the Mintel report, us to believe that customers expect new and exciting sensory experiences from retailers. This was further proven by our primary research of going to exhibitions and visiting Lush and Chin Chin Laboratory. Through visual merchandising throughout visual merchandising, we aim to cepture the attention of the consumer with the use of theatrical in-store experiments, tactile interaction with fresh ingredients and the use of visually stimulating displays which will promote consumer interaction as seen from our visits to Lush and Chin Chin Laboratory. At Chin Chin Labs, consumers were given the opportunity of taking the experience away with them, where ice cream toppings were sold in silver foiled test tube packaging, proving that the use of coherent design allows for the customer journey to continue outside of the store. Likewise, at T2 we will continue the consumerâ&#x20AC;&#x2122;s journey with the use of our app and product packaging which will both share the consistent design aesthetic of our in store lab.

When the consumer first steps into T2, they will instantly be hit with the scent of fresh, exotic flavors that are released from the raw ingredients inside.

Olivia Davies

This will automatically appeal to the consumers, as it will familiarise their senses, especially those who live a health conscious lifestyle. For example, ‘Wholefood Helen’ prioritises fresh and quality ingredients within her spending habits, believing that nutrition is a vital part of her daily routine and overall health (See Appendix 53). As consumers are lead further into the store, they will not only be able to smell the ingredients, but will now be able to see and touch them. Displayed in an authentic range of apothecary equiptment such as; petri dishes, test tubes and large plain beakers, the consumers will fully interact with the ingredients that surround them. Naming the event the ‘T2 Tea Lab’, our visual merchandising will be appropriately designed to coincide with the clean, minimal laboratory themed aesthetic. However, we are trying to promote the fun side of a healthy lifestyle, which we wish to advocate in a way that does not appear daunting or pressurising to consumers.

Olivia Davies

Apothecary equiptment combined with natural raw ingrediants keeping the atmosphere fun and relaxed, much like the Australian heritage.

Olivia Davies

We intend to make the tea lab fun and innovative in different ways, including; taking inspiration from our two case studies, Lush and Chin Chin Laboratories in how they display their products. Lush told us, “we purposely don’t put much information on to our packaging so that it makes it all about the product”,(See Appendix p.50).

“the element of fun” We will use similar methods to intrigue the consumer so that they become interested about the product, looking to find out more. To incorporate the element of fun, we will hold in-store experiments using different flavored teas, tea blending and making elaborate fresh iced tea with the use of liquid nitrogen generated steam. These experiments will be similar to those made at Chin Chin Laboratory with a Heston Blumenthale style theatre, meaning that our health teas will be portrayed as fascinating rather than formulaic. Ultimately, our T2 tea lab experience will encapsulate retail theatre through the incorporation of innovative wearable technology to create a sensory experience that reinvents the traditional ways we think about tea in accordance to health.

Megan Parkins

lab Launch and promotion We plan to have an initial launch of the Tea Lab the evening before it would be open to the public. This event will take place in the T2 Shoreditch store and give a select number of people the opportunity to experience the T2 Tea Lab before anyone else. Invitations to this would be sent out to local businesses in and around Shoreditch to really utilise the sense of community in the area. A company that does this well is Village Underground

in Shoreditch who tap into the creative community around the area by hosting monthly music and art events, contributing to the local cultural calendar. Bloggers and PR personnel such as Jack Monroe, writer of the blog A Girl Called Jack and Rose Thomas from The Londoner, who both embody elements of our desired consumer, would also be invited in order to create an online buzz around the opening of the tea lab.

Megan Parkins

The invitations for this event will be sent out in the form of a ‘T2 Blend Box’. We intend to create a kit that will include samples of various tea ingredients and a list of equations that produce different teas. These variations will be labelled with symbols resembling the periodic table much like our T2 sticker. The periodic table labelling never looses touch with the brands Australian heritage, with the label numbers referring to the Australian shop addresses. The box will also include a plastic beaker with the hash tag ‘My T2 Experiment’. This would encourage people to post images of the kit online using social media platforms such as Twitter and Instagram. By utilising these forums as promotional platform, T2 will have the opportunity to engage a larger audience. The use of Instagram in particular will aid the promotion of our tea lab, with a recent study conducted by L2 Think Tank discovering that Instagram has the “highest consumer engagement of the social media platforms, 15 times that of Facebook. Every day it sees 55 million pictures uploaded and 1.2 billion likes” (WGSN, 2014, Online). The visuals we have created, express the way we intend the Blend Box to look, which are coherent with our in-store lab aesthetic. By incorporating a consistent and visually stimulating theme throughout our promotional packaging, we hope it encourages customers to share their own visual interpretations of T2 Tea Lab with friends and family.

Megan Parkins

online community For the Promotion of our T2 Tea Lab, we hope to encompass the relaxed and low-key mentality of the brand, conveying its Australian heritage through visual merchandising and community spirit.We want our idea to remain fun and interactive, engaging not only with the consumer but relaying this Australian vibe to the wider Shoreditch community.

t is key for T2 to stay humble, rather than becoming over commercialized and gimmicky, an example of a brand that does this well is Lush. By keeping promotional campaigns low-key and packaging simple, Lush are able to channel the majority of their funds into insuring the consumer receives a high quality product with local community benefits. Each time you buy one of Lush’s Charity Pot body lotions, 100% of the proceeds are given to local charities. It is this community-based ethos that we hope to channel into T2’s promotional strategy by joining Digital Shoreditch, a forum for the creative, technical and entrepreneurial talent in Shoreditch. Each year the area plays host to a festival showcasing this talent. By holding our T2 Tea Lab at the same time as this festival, involving the brand in this society, we hope to immerse T2 in the local community and utilises the creativity and spirit of the district. Lastly, all aspects of T2’s brand ethos and new health initiative will be incorporated into our new app, which will carry on the consumer’s tea journey long after they have left the store. The app created to complement our wearable product will be styled to match the aesthetics of the Tea lab with a clean minimal but welcoming atmosphere. Upon opening the app you will be taken to a home page with options to visit your personalised profile, a page listing T2 products, our social media page and lastly an events page, informing our consumer of current events in and around Shoreditch. The personal profile will be where the consumer finds information about their health and hydration levels that are tracked by the T2 sticker. This section of the app will tell them what nutrients they are lacking in and give them tea options suited to benefit them. There will also be an option to customise taste preferences on the personal profile and therefore the teas suggested will not only

Megan Parkins

provide the appropriate health benefits, but flavors the consumer will enjoy. The option to personalise product specification depending on taste preference is a crucial part of not only the app, but also the brand, as we discovered from our investigative research and tea diaries that flavor greatly affects preferences to teas. The social media page will give you the option to share your experiences of T2 products enhancing brand advocacy and brand awareness. This page will be linked to Twitter and Instagram, giving the consumer the option to share comments and photos with their peers. As previously mentioned for generation y, peer recommendations and reviews are crucial and greatly affect purchasing decisions.

Chloe Jagger

verall, we hope our development plans for T2 create an enduring relationship between the brand and customer, which transcends the in store experience. Our T2 tea laboratory will promote the health uses, through a fun and interactive event. So that wearable technology is not a formidable concept and by capitalizing on self-tracking apps and their incorporation into everyday routines, we aim to promote positive behavioural patterns, so that health is never a secondary priority and becomes an embedded component of our consciousness and actions.

Appendix 41 43 45 49 Team Manifesto

50 Critical Pathway

Idea Generation

Mothodology

Focus Group

51 52 53 Tea Diary

V/M Moodboard Inspiration

Interview Transcripts

66 68 70 72 Primary image references

References

Illustrations

74 Consent Forms

Bibliography

Team manifesto F o r o u r t e a m m a n i f e s t o w e w a n t e d i t s f o c u s t o b e u p o n h o n e s t y, c o m m u n i c a t i o n a n d e f f i c i e n c y. Wi t h t h i s i s m i n d w e s e t u p a communal blog, facebook and pinterest page, for us to share i d e a s , r e s e a r c h f i n d i n g s a n d t o c o m m u n i c a t e e f f e c t i v e l y. I n t e r m s o f h o n e s t y, w e p r o m i s e d t o l i s t e n a n d r e s p e c t e a c h o t h e r s i d e a s , b u t a l w a y s v o c a l i s e o u r o p i n i o n s . L a s t l y, i n o r d e r t o w o r k e f f i c i e n t l y, w e d e c i d e d t o s e t o u r s e l v e s w e e k l y d e a d l i n e s a n d s h a r e w o r k l o a d a p p r o p r i a t e l y a n d e q u a l l y.

42 Listen to o t h e rs a n d be resp ectf u l o f o t h e r p e o p l e s ideas. Honesty Hel p each other ou t w hen we can Ta k e i t i n t u rn s t o w ri t e bl o g p o s t s

Co m munic at io n is key !

team work

E q u a l w o rk l oa d

Joint Pint er est, facebook a n d b l o g t o shar e ideas. I d e n t i f y s t re n gt h s a n d weaknesses Set w e e k ly d e a d l i n e s

Me e t d e a d l i n e s Edit w o r k t o get her

Idea Generation

Wearable sticker that connects to app on phone, tracks body levels to find the best suited tea to your health needs.

Apothecary, science laboratory aesthetic to create a multi sensory experience.

Ex ec u t i o n

Heston blumenthale of teas, apothecary, science lab, natural, raw ingredients, australian lifestyle

v i su al R ef er en c es Brand case studies , quantified self, self fracking apps, wearable tech, preventative health, health teas.

B I G I D EA Future technologies, brand s already using wearable devices and smartphone apps. Innovation within wearable technology.

Ge n er al c o n tex t

methodology What

Why

How

Benefits

Weaknesses

Interview with employee at Lee Rosey’s tea room (Nottingham).

To understand what influences consumers choice of tea, does flavour over ride health factors. How events and involvement within the community attract new

In store employee Angelena Dow

Went into Lee Rosey’s tea room and asked employees questions, hoping to gain an insight into the employee, customer interaction and the customer’s decision journey.

The employees revealed that the Lee Roseys typical customer base and employees focus more upon flavour and not health.

Because of their focus on flavour and not health, Lee Rosey’s employees are more likely to guide a customer’s tea decision based upon flavour, as their own knowledge within that sector is more informed.

Interview with employee at Whittards (Nottingham).

To understand what influences consumers choice of tea, does flavour over ride health factors.

In store employee Liz Jenkins

Went into Whittard’s and asked employees questions regarding the customer decision process and sensory in store experiences.

Revealed that there is a consumer demand for health teas, brands are yet to catch onto this – staff prefer and feel more at ease to focus upon flavour and not health.

Liz may be biased because she is obviously well informed about the running of the store it is within her interest and training to promote the brand. Some of her answers may have been embellished, customers to touch and smell.

Interview with employee at Wired Cafe (Nottingham).

To understand what influences consumers choice of tea, does flavour over ride health factors.

In store employee Autumn Smiles

Went into Wired café and asked employees questions, hoping to gain an insight into the employee, customer interaction and the customer’s decision journey.

Autumn was unbiased and made us realise that there is a differentiation between customer bases, at the health cafe were she worked at previously customers were more health driven in their choice of food and drink.

Wired café only have a selection of three teas, brand focuses more on coffee and therefore customers that go into the store are not likely to be tea drinkers or are willing to try less commonly know flavoured teas.

Who

customers.

What

Why

Who

How

Benefits

Interview and in store observation at Lush (Nottingham).

To find out how the brand incorporates sensory experiences within the store.

Stephanie Adams Lush employee

Visited the Lush store in Nottingham, observing customer interaction with products and asking about how Lush engages customers with their products

Aided our secondary research of the developing male grooming market – There is a growing male consumer base who are interested in Lush/skincare products – it was observed that five males entered the shop within half an hour.

Interview and in store observation at Chin Chin Labs (London).

To find out how the award winning ice cream store creates a multi scensory and ‘wow-factor’ experience in order to encourage word of mouth promotion and customer engagement.

Claire Parr Chin Chin Lab’s employee.

Visited the store, observing the employee customer interaction and reactions from customers as they watch the spectacle of ice cream being made using liquid nitrogen acid.

Interview with the the T2 store manager and in store observation.

To find out more about T2’S approach towards customer service and teas, do they focus upon flavour or health and what do they want customers to gain from their experience at T2.

Melanie Williams – store manager.

Visited the T2 Shoreditch store and interviewed Melanie, the store’s manager. Took photos of the retail enviorment and branding and observed employee’s interactions with customers.

Weaknesses

Though we were told about Lush’s sensory poetry event, we were unable to attend and experience it for ourselves. Description of the event could have been embellished as it was part of her job to promote Lush and their events in a positive light. Visited the store Claire revealed on a hot day, that most cosumers were customers who more inclined to visit the store buy ice cream, it have either been is difficult to tell recommended whether the shop to go there by would have been a friend, family as busy on a colder member or had day. The store seen a good review location (right on food blogs. next Camden Proving that good market) ensures word of mouth that there is sure promotion is key. flow of tourists in the area. Interesting to find out that the brand focuses mainly on flavour, staff do not feel comfortable to recommend teas for health benefits because they are not trained.

Wasn’t able to get any customer feedback about what they thought about the brand and store, as it was empty (due to odd timing that we visited).

methodology What

Why

How

Benefits

Weaknesses

In Store observation of Selfridges ‘Beauty and the feast’ event.

To observe how the exhibition intermingles customers with food and drink and see what the nutritionists have to say about the current trend.

All members of the group visited.

Visited the Selfridges London food hall where the ‘Beauty and the feast’ event was being placed.

Observed that there is a growing trend of people careing more about what they put inside their bodies and realising the effect that certain foods and drinks have upon their outward appearance and inward health.

Despite Selfridges advertising that there would be trained nutritional therapists at hand to answer questions, there were none who can tell us much about teas and their relation to health, though we were guided look at the VIVID Matcha teas.

Group tea diaries.

To find out the quantity of tea we consume, the reason behind our tea choice and the factors that affect those decisions.

All members of the group visited.

Individually we kept a diary detail every cup of tea we consumed, when and the reason behind our choice.

Overall the three key factors that determined tea selection were health, flavour and lastly a social aspect, these results prompted us to assess the angle T2 should take in order to market their teas appropriately.

We may have been subconsciously biased with our results, knowing that we had to track our tea consumption, we may have been broader in our range and choice of teas.

Visited two exhibitions: Martin creed’s ‘what was the point of it’ and ‘Momentum’ at the Barbican

To gain a better understanding of how we attach emotions to experiences.

All group members.

Travelled to London and visited thee two exhibitions

Experienced first-hand a multi-sensory engagements, as visitors we found that each of us interpreted different emotions from the exhibitions, making us realise that sensory experiences are meant to be subjective.

May have been subconsciously biased with our answers as we visited the exhibitions intentionally to analyse our emotions and interactions towards the sensory engagement.

Who

Benefits

Weaknesses

What

Why

Who

How

Focus group where we presented our initial idea to target consumers.

Presenting our initial idea to a group of potential consumers to gain their feedback on our big and creative ideas in order for us to pinpoint areas of improvement.

Presented our idea proposal to Independent marketing agency Craftwork, based in London their clients are predominately within the food and drink sector, including two tea companies.

Over skype we proposed our initial plans to all members of the craftwork team.

Email interview with two potential target consumers, Nathan and Stacey (choosen specifically because of their interests in health and technology).

To gain an understanding into our target consumers current health and fitness routine, gaining an synopsis of their lifestyle and priorities.

Nathan Archer, Stacey Kerns.

Emailed the two consumers questions asking about their daily routines, exercise, food consumption, hobbies and leisure activities.

Enabled us to gain an insight and understanding of our target consumers lifestyle and priorities. Stacey and Nathan also provided us with photo diaries of to accompany the answers to our questions.

Knew that they were being interviewed about their relationship with food and health, may of changed their answers subconsciously.

Email interview with senior lecturer Michelle Hughes.

To find out other apps that our target consumers use and her insights as a consumer researchist according to sensory experiences.

Michelle Williams- Senior Lecturer.

Emailed questions over email.

Revealed that she uses apps to track her sleep and hydration levels For her it is about understanding yourself and your body better.

Potentially biased because Michelle has already researched into the field of self tracking and data apps, she knows much about their uses and beneficial qualities.

The members of the craftwork team fit into our consumer age group and knowing that they have experience within the marketing tea sector, their feedback will be fundamental in helping us to evaluate our idea.

As we were unable to travel to London and conduct the focus group in person, we were not able to convey the idea as well as we could of, i.e. by showing them visuals of our T2 lab branding.

foucs group Our live project involves creating a retail experience with the use of a wearable technology for the tea brand T2. We are investigating the practicality of a wearable technology applied to health and tea whilst investigating the market of personal science and technology. Our idea is to create a small tattoo that gets placed on the inside of the wrist , which then reads hydration levels, heart rate and temperature. This data is then fed to a computer and the information will be processed and then individual will receive their results. The aim of this product is to allow the consumer to monitor and understand their personal health needs; with the help of tea consultants, they will be able to personalize their tea purchase based on their results and nutrition requirements. The promotional strategy for our T2 wearable technology will be themed as a lab, the in store environment will reflect this aesthetic. For example, T2s visual merchandising will feature per pets, Bunsen burners and a periodic table of tea flavour in order to enforce the individuals control over their own personal mix of teas. Working in a creative industry, we would love to hear your feedback on our idea for T2s health orientated wearable technology and laboratory visual design.

critical path

Week One: For the first week of this project we aimed to have done some secondary research into the brand T2, wearable technology, sensory experiences and consumer research. We devised to do this by looking on the Internet, books in the library journals and planning a trip to London next week. Week Two: This week we came up with the big idea, which is developing a wearable technology which connects to an app in order to tracks the users hydration levels (etc…) in order to find the best suited tea for their health requirements. In order to aid our idea we decided to take a trip to London to help us expand on it. During our group trip to London, we visited T2 to get consumer research/ information and find out whether T2 already focus on the health benefits of tea or not. We also visited Chin Chin Laboratory and two exhbitions, Martin Creed – whats the point of it? Momentum, Barbican. Aswell as the ‘Beauty and the feast’ event at Selfridge. We gathered our research findings and planned to develop our big and primary ideas further when we got back to Nottingham. We also set ourselves the deadline of finding brands which we could use as in-depth case studies. Week Three: This week we decided that we needed to develop our primary research further and nvisited local tea shops and places of experiential retail within Nottingham. After gathering our new finding with the research done in London, we finalized our brand case studies which were going to be Lush, Chin Chin labs and Pukka teas. This week’s primary research done in Nottingham also gave us enough scope, so that next week we would be ready to split up the report and start writing. Week Four: This week we divided up the report equally between us, so that we could each go away and gave our-

selves the time limit of writing our sections in the next three days.

When we next met up later on that week, we read over each other’s writing, editing parts where appropriate. Week five: With most of the report finished, except for a few changes to be made, we next decided upon a

final grid and layout design for us all stick to when designing the layout of our individual sections.

We booked a group study room for majority of this week, so that we could finalize putting together all our visuals and make any last amendments together. We also set ourselves a deadline to have the overall report finished and ready to print. We aimed to go to the print shop at the end of the week. Looking back at our blog, we realized a few post were missing, so amended any missing blog posts, so our working process was tracked correctly.

Green Tea Fruit Tea English Breakfast Tea Peppermint Tea Chai Tea Detox Tea Lemon & Ginger Tea Camomile Tea Sweet Spice Tea Ice Tea

clean/

botanical/

white

minimal / LABORTARY / glass

FRESH / HEALTHY / natuaral / raw

vm inspiration

interview transcripts Interview with potential target customer Stacey Kerns 1. What does your weekly fitness routine look like? I go to the gym at least 3-4 times a week (ideally 4) and this involves a mixture of high intensity training, weights, circuit training and yoga. I like to do a number of different things as part of my fitness routine so that I don’t get bored, this ranges from doing things like CrossFit, kettlebells or using apps such as Nike Training Club or Workout Trainer to give me new workouts to do in the gym. If the weather is nice I also like creating my own outdoor workouts that I can do in the park using benches and trees rather than equipment! I also really like doing yoga to balance all the high intensity activity and weight training, although I prefer Vinyasa and hot yoga to give me more of a workout as I find the more traditional styles of yoga a bit slow. I go to a few different yoga places, a local one in Deptford with a friend, Hot Pod Yoga in Brixton and have tried Triyoga in Chelsea, it’s fun going to different places to try new things. 2. How many times do you go to the gym (or exercise classes) ? 3-4 times to the gym and then at least 1 yoga class a week. 3. What would be a typical meal during a typical week? I try to eat as healthily as possible at all times as I believe that you’re not going to feel your best unless you eat the most nutritiously dense food as you can. I tend to eat a mainly plant based diet (but include eggs) but do listen to my body and eat meat if I am feeling a little lacking in energy. I feel it is important to be balanced and so do splurge on a cheat meal once a week! I start everyday with a green juice and this normally contains cucumber, celery, spinach or kale, apple, lemon and ginger. A typical breakfast would be coconut yogurt with homemade buckwheat granola and berries, chia seeds with almond milk or a green smoothie. Lunch is normally roast vegetables or sweet potato and salad, I am also a little obsessed with beetroot and so often make a beetroot dish of roasted beetroot and walnuts. Dinner is normally something like roast aubergine, spinach and tahini and rocket. I love sundried tomatoes and eat them with everything! I like finding new ways to cook vegetables and experiment with different dishes. 4. What kind of drinks to you drink during a typical day? Apart from green juice I will mostly drink water. However, I do have coconut water for after the gym and do like herbal teas, Pukka do a great range, their green tea and cleansing tea are great. 5. How many drinks of -answer to previous question- do you drink during a typical week? Green juice – 1 a day Water – LOADS! Herbal Teas – 1 a day 6. During a normal day, what does your grooming routine look like (i.e.skincare)? (are these products natural? If so is this important to you?) Having natural skincare is incredibly important, the skin is our biggest organ and we absorb 80% of what we put onto it and so it is incredibly important that what I use doesn’t contain anything synthetic or chemical. I wash my face with water and a muslin cloth, use apple cider vinegar as a toner, Akin rosehip oil as a serum and then coconut oil as a moisturiser.

I use coconut oil as a body moisturiser and a hair mask as well. I will use a Liz Earle exfoliater once a week as well. In terms of haircare I use a natural haircare brand called Faith in Nature and essential oils in my hair, like Jojoba. 7. Do you have any grooming routines before going to bed? I use the above face cleansing products and am obsessed with handcream, Nealâ&#x20AC;&#x2122;s Yard do lovely handcreams and I put this on before getting into bed. 8. How do you feel about new experiences? They are such an important part of our lives. We are so lucky that we can gain new experiences from anywhere nowadays, whether this be trying new foods or being able to learn new things through our access to information on the internet. I think it is so important to constantly push ourselves out of our comfort zones and try something new, it makes us more rounded and interesting individuals! 9. Do you travel a lot or have you done so previously/any plans in the near future? I love to travel and explore new places. I plan to travel SO much in the future, Iâ&#x20AC;&#x2122;ve got a holidays planned to California and Barbados this year and want to go on a yoga retreat and to South America next year. When I go somewhere new I like to experience the culture and learn about the history of where I am. 10. Where do you like to socialise? Depends who I am socialising with, time of day etc. Normally it will be within a restaurant or a bar, but often I will try and do more active things such as go to the gym with friends or arrange to go paddleboarding. It is nice to do something different and healthy! 11. Where are you favourite places to eat and drink in London? There are SO many. I like to explore new places and love trying to find new healthy cafes and restaurants. But I do also like trying nice bars and less healthy restaurants (burgers are my weakness!). My favourites would be Whole Foods or Planet Organic for their take away lunches and juices, The Natural Kitchen does nice take away lunches and is one of the few nice places to get a healthy lunch in the city where I work. I went to the Good Life eatery and that was delicious, I wish there were more places like it around! The Wild Food cafe does great raw, vegan and vegetarian food, I like to take people here so they can taste how delicious healthy food can be! Nopi is a lovely Ottolenghi restaurant that does delicious tapas style dishes and salads. For somewhere fun with friends The Rum Kitchen is great and does good cocktails. The Breakfast Club in Soho is always good as well as you can bring your own drink in the evening which makes for a cheap night out.

interview transcripts Interview with employee at Chin Chin Labs, Claire Parr Chin chin labs How have most of your customers heard about the store? Mostly through word of mouth, customers come in because they have heard about the chin chin experience through friends, family or on blogs. Though being right next to Camden market we also get a lot of tourists. Because we are only a small shop we do often have a que which goes outside which garners a lot of attention which makes people stop and then see our unique ice cream making process. What do you want customers to take away from the experience? What is most important to us is that the ice cream takes great, and our flavour offerings are different, we have usunsual flavour pairings which we change weekly. So our ice cream flavours and the taste of the ice cream itself, because of how it is made using nitrogen acid, which make it extra rich and creamy - is something which makes us unique. We want our customers to try something new and different and be completely blown away by the taste and flavour. On top of that the whole spectacle of our staff making the ice cream and our in store ‘lab’ all help elevate the ice cream experience into becoming a memorable one. Observations: It is complete retail theatre, with made to order nitrogen ice cream, employees wear lab coats, there are limited edition flavours and test tubes filled with different toppings. The shop is definitely a ‘spectacle’ or destination in itself, had to queue for 15 minutes and many customers in the queue were taking pictures of the in store environment and staff making of the ice cream. Even those who weren’t queuing for the ice cream were able to take photos of the spectacle – shop had two full sized windows which were open allowing passers-by to peer in. Being that the shop is located directly next to Camden market, this meant that most of the customers seemed to be tourists. A definite science lab feel, from the employees dress and in store environment (which include test tube and retro science lab counters (like back in school) white brick walls, safety googles. Flavour is definitely at the forefront: include unusual parings such as ‘mango and hot- sawwce’ and ‘potato chips’ are offered as a topping. You can also take the experience away with you - you can buy the toppings to take home (cohesive branding: packaged in test tubes and silver foiled wrapping)

Interview with T2’s Shoreditch store manager, Melanie Williams 1) How do you help customers choose a type/flavour of tea? Do you ask them about what flavours they are interested in/ or ask them if they are interested in health benefits of a certain tea. e.g.de stressing/energising etc.… Our main focus is on the flavour and quality of the tea, we ask customers their personal flavour/taste/tea preferences and then will recommend a certain tea going on from that. We also offer samples of some of teas, which allow customers to try new flavours. Wouldn’t feel comfortable suggesting certain teas for health benefits, as we are not trained nutritionists and it is hard to recommend a tea from a health perspective, as everyone is different. Yet teas that are commonly known for their benefits we may recommend, such as if a customer came in saying that had an upset stomach, ginger tea is known to be good for that purpose. The same if a customer was having trouble sleeping, we may suggest our ‘nighty night’ or ‘sleep tight’ tea which are two different flavour blends of chamomile. 2) Are there any procedures or guidelines that staff have follow when providing good customer service? We just try to be as open and friendly as possible, it is about us inviting customers in to explore the world of tea and educate them about T2 and our culture. For us it’s a two way learning experience for our staff and the customer, we learn and experience new things from customers and as we immerse them in the brand so that they learn about us too. Overall it really is about a journey – which the customer goes, we want to give them the ultimate tea experience. We hope to change people’s pre-conceptions about tea – not stuffy and old but instead showing customers that tea can be fun, new and exciting. But we still want to ensure that we don’t forget about the tradition and overall quality of tea. 3) Do you offer a loyalty scheme for customers e.g. a card Yes – we have our tea society where the more customers spend, they are then rewarded with offers and giveaways. We are also going to start holding events, as we try to start build a new community here in London. 4) Have most of the customers that come in heard of the brand before? Or are they mostly passers-by? 30 per cent of customers have already heard of the brand and 70 per cent of customers haven’t heard of t2 and may just be walking by. Passers-by- mainly tourists (a lot of French) But the customers who have heard of us are usually those who have been travelling in Australia and have been to t2 out there, also we have had a few Australians who live here in London, come in and have been so excited by the fact that we have finally come over here. 5) Regarding the in store environment and customer experience what do you hope to achieve and want the customer to take away from their experience here? We want customers to really gain an idea and understanding of the culture of t2.

interview transcripts Hope to achieve: T2 is about being accessible to everyone and we want to make tea seem funky and want them to feel at ease with us and the brand as we take them on a new tea journey. Observations: Visually the in store design is amazing –very bright, inviting with the use of coloured graphics on the walls. Main colours – black and orange. As soon as you walk in there is a table not only with the packaged product on but also different tea herbs are put out for customers to touch and smell. The staffs are extremely warm, friendly and inviting. Straight away they offer you to try the teas they have out as samples. Tables are laid out as centre pieces –on it are their own range of cutlery such as tea cups, pots and saucers – these are brightly coloured. The overall feel of the shop is one where it feels very relaxed and fun. The product range available is huge – rows after rows of different teas which could be overwhelming if you were looking for one due to its health benefits.

Interview with employee at Lee Roseys, Angelena Dow Lee Roseys 1) How do you help customers choose a type/flavour of tea? Do you ask them about what flavours they are interested in/ or ask them if they are interested in health benefits of a certain tea. e.g.de stressing/energising etc.… We will ask customers what types of tea they are interested in, for example if they want a tea that is decaf or herbal. We definitely focus on flavour over health benefits – yet if a customer has indigestion, ginger tea is good for that. Or if a customer wants a more ‘healthy’ tea we would recommend one that is high in antioxidants. 2) Are there any procedures or guidelines that staff have follow when providing good customer service? No, not really because we are independently owned and not a chain we just focus on being friendly and giving good customer service. 3) Do you offer a loyalty scheme for customers e.g. a card No not at the moment, but that is something we are thinking about for the future. 4) We are aware of your film night, what other events do you hold and do these events attract a new or different customer base? Yes these sometimes attract new customers – we get a lot of students that come to our events. Most of our events are monthly and usually we may collaborate with different small groups in the community. But the most popular events are the gigs we hold, where they may play once or twice a month.

interview transcripts Interview with employee at Wired Cafe, Nottingham, Autumn Smiles. Wired 1) How do you help customers choose a type/flavour of tea? Do you ask them about what flavours they are interested in/ or ask them if they are interested in health benefits of a certain tea. e.g.de stressing/energising etc.… We only ever get asked about the flavour of teas – haven’t had a customer come in asking about the health benefits of a tea. Though I did used to work at another café (‘Bake o clock’) which was more nutrition and health orientated and there we had a lot of customers coming in who wanted to know about the ingredients and health benefits of a product. So we may have recommend a tea based upon whether they were detoxing or recommend nettle tea which is really good for you or if a customer had an upset stomach – ginger is good for that. At wired we have our ‘spiced masala chai’ tea which is the most health beneficial tea that we offer. 2) Are there any procedures or guidelines that staff have follow when providing good customer service? No, just about corresponding with the customer. 3) Do you offer a loyalty scheme for customers e.g. a card Yes so for every drink you order you get a stamp and then when your card is filled with stamps you get to spin our wheel – where you may win a free drink or lose and get a tap water or even land on our ‘random act of kindness’ where you would have to go out onto the street and give your free drink to a passer-by.

Interview with employee at Whittards, Nottingham, Liz Jenkins Us: How do you advise consumers on their purchases? Do you ask any particular questions? Participant A: Yes. We ask whether or not they like traditional flavored tea, if it’s a yes then we direct them to our traditional ranges. Or if they say fruity or something more exotic we can then go on to ask whether that’s; fruity, spicy, green tea and so on… Us: So do you find there is an equal balance between taste or does it lean towards one or the other? Participant A: Oh, it’s definitely a balance as we get such a wide range of consumers. It tends to be more like foreign consumers want a more traditional tea to be able to give as a present back home. Whereas our English consumers are more adventurous and will actually try the non-traditional flavours. US: Ok. Do you ever get asked questions about the health benefits of tea? Participant A: Yes, we do get a lot of questions about health actually. However, we aren’t trained to properly recommend anything but we can suggest things that may help. For example, if people come in and ask if we have a tea that will help with stomach issues, we can then recommend something like ginger or green tea, depending on what flavours they like. Us: Ohh ok that’s really interesting. So in terms of giving your consumers a sensory experience, do you offer anything like that? Participant A: Well yes actually we are quite a sensory brand obviously we have the tea smell that is instantly noticeable when you walk in and we also have all the flavoured teas that if people are interested in, we get them out so they can smell it properly. Then when we have it out we also let people touch the tea and play around so they can see the ingredients. If they like the smell and feel of the tea we also do offer a taste session where we make the tea up for them in the store, as you can see we have a display in the middle of the shop with various flavours that customers can pour and try themselves. That’s really interesting as consumers seem really engaged by that. So I think a sensory experience is very important for a brand as consumers seem to enjoy being able to interact with the products and quite often we get them coming back and trying new flavours which they might not necessarily buy but they would rather try instore and not waste money on something they don’t like if they weren’t able to try it in here. Us: Ohh we didn’t know that. That’s obviously playing a strong factor for you then in terms of loyalty and engagement for the brand. Participant A: Yeah its really good! Another thing we do is track our consumers shopping habits as well on a database. So every time they buy a product it goes on to their account we set up for them and then head office

interview transcripts look over what they buy, when they buy, how and why they buy the products they do. They then give the details to marketing and marketing look over and decide what advertising is best for that person it makes it more targeted and personalized rather then the, ( excuse my language ) shit that no one wants. Us: Oh that is actually really good yeah. How do you advertising personally to these people then is it by text? Email? Participant A: Yeah mainly email Interview with employee at Lush, Nottingham, Stephanie Adams Us: We want to use Lush as a case study for our work as we feel you deliver a very good sensory experience to your consumers. So if you’re happy to start telling us about what you do, how you do it and why you do that’ll be great and then we will just ask any questions when we feel necessary if that’s ok? Participant B: Yeah ok no problem. Well first of all when the consumer walks in to the shop they see our ‘Fresh Face’ skincare range which are all the products laid out in silver bowls with a sample of the fresh ingredients that are used in the product. They can also touch them and sample them whenever they want so they get a proper feel for the product against their skin. This creates a really nice idea for the consumer as they can see and feel its fresh and gives them a good connection to the product already. We also get trained to know at least three fresh ingredients that are included in all our products so that we are able to talk about which product is best for every consumer. As well as showing ingredients for our products we also have fresh things in like flowers that are connected with the spa products we have. We also try use certain colours and words that best represent that product so that the consumer gets a real insight into everything we offer. Us: Yeah that’s something we really like about it as well. Participant B: Yeah so it’s a really nice feature. Ermm moving on to our fragrance section, we like to try make it a bit different so all our perfume bottles are in potion bottles for example. All of which the customers are able to pick up and try whenever they want and to keep the aesthetic quite minimal but at the same time quite like engaging and fun for the consumer giving them the scent experience as well as letting them see the fragrances. Us: Ok, we really like the sciency theme. Its something we are trying to do for our project actually. Participant B: Ohh cool, well we are also hosting a scented poetry night soon where we are going to lots of like little cakes and food that will taste of all our different fragrances so its like combing two senses together of smell and taste so that’ll be a really good night. Its kind of similar to the lip balms we have for example we

popular and do taste amazing! Us: Oh wow that’s a really interesting idea it sounds great! Participant B: Yeah definitely come along. Notice as well how all the packaging fits into that theme in the sense that its all in black with no logo or not much information on it?... its because we like to have the main focus on the product not the packaging so that’s why don’t advertise either as we think we would rather spend the money on the products not some fancy packaging. Us: Ohh yeah we did pick up on that, think it’s a really good idea as it actually sets you aside to everyone else doesn’t it. Participant B: Exactly, and if the consumer wants to know anything about the product we are all trained to know at least 3 fresh ingredients that go in the product and can recommend which is best for each person. We like to think that there aren’t just the three standard hair, body, skin types etc there are actually more like 10 or more so whenever consumers ask us anything it straight away becomes more personal to them as we offer so much to such a wide range. Us: That’s really nice yeah. Especially for our work like there are so many varieties unlike what the media seem to think in there only being three or four so that’s really interesting you do that. So can you tell us a bit about your visual merchandising as well? Participant B: Yeah sure. So over here we have our soaps and this display is themed like a deli so customers can say like oh I’d like on hundred grams or this please or like two hundred grams of that one. So its really engaging for the consumer as again it brings back that individuality when buying a product. And what a lot of our consumers really like is the fact we don’t package our soaps in the displays. We only package them when they get purchased so its like the idea of the product essentially being naked. And that’s where a lot of the over smell comes from for the store the fact we have so many products being unsealed. Us: That’s really cool. Such a nice idea for making things more personal aswel. And again ties in with the overall science theme of the store. Participant B: Well yeah and we try keep to the aesthetic of when the products were first being made so like the roots of the brand, they started to make these soaps in anything they could find for example, washing up bowls, new cat litter trays just to give a really nice variety of shape and size to the product. Which is another really aesthetically pleasing thing to the consumers eye. So we try do the overall store layout in a very logical way, so you start with skincare, haircare, fragrance, body care , shower stuff and then bath products over there. Us: Yeah it’s a great overall store ambience like with the soothing music as well. And with everything laid out nice and fresh it makes it a very good experience. Just a final question now as you’ve told us so much already

interview transcripts which is great! Erm do you get an interest from male consumers on the sensory experience and layout of the store or is it mainly female consumers who seem interested in it? Participant B: Well as a brand anyway, we don’t differentiate between male and female products like we just say anyone can use anything type of thing. I mean there are a few products that are targeted more to one gender for example in fragrance and shower we have some products named for example, ‘its raining men’ that are more targeted towards males but its still at the end of the day a unisex product. In terms of the experience its definitely equal both genders seem to really enjoy the interaction with the products just woman tend to be more relaxed generally than men instore as men seem to just come in for what they want specifically. Nevertheless it is definitely an equal mix. Us: Ok that’s great. Thankyou so much for talking to us you’ve been a great help! Interview with potential target conusmer Nathan Archer 1. What does your weekly fitness routine look like? Normally 45 minutes each morning of weight training. Except weekends. One day over the weekend, about 2 hours, weight training and boxing 2. How many times do you go to the gym? 5-6 3. What would be a typical meal during a typical week? Tofu, peppers and courgette fajitas. Stir fry with cashew nuts, and a tonne of steamed veg, zero noodles! 4. What kind of drinks to you drink during a typical day? Water, sugar free drinks. Sometimes full sugar Dr pepper. 5. How many drinks of -answer to previous question- do you drink during a typical week? Of Dr pepper, once or twice. Sugar free ones - 7ish. 6. During a normal day, what does your grooming routine look like? I shower in the morning... File my nails. Moisturise my face and hands, shave every few days. 7. Do you have any grooming routines before going to bed? No

8. How do you feel about new experiences? I’m up for them generally! 9. Do you travel a lot or have you done so previously? Not a lot, but I try to go far when I do. Like climbing in Ecuador a few years ago. 10. Where do you like to socialise? Pubs, during exercise, at coffee/tea shops. And at houses! 11. Do you have a favourite cafe in Nottingham? Alley cafe! 12. Do you use any current apps/wearable technology to track your fitness or health? Yes nikes fuel band and the app Jawbone, allows me to track my sleep, activity and food/drink intake all in one place. 13. What do you like best about these products? What I like most about Jawbone’s app, is that it has a community aspect where users can compare and share results. I like the fact that I can get others feedbacks on my own results and findings and vice versa. Focus Group skype interview with members from Craftwork marketing Us: Our live project involves creating a retail experience with the use of a wearable technology for the tea brand T2. We are investigating the practicality of a wearable technology applied to health and tea whilst investigating the market of personal science and technology. Our idea is to create a small tattoo that gets placed on the inside of the wrist , which then reads hydration levels, heart rate and temperature. This data is then fed to a computer and the information will be processed and then individual will receive their results. The aim of this product is to allow the consumer to monitor and understand their personal health needs; with the help of tea consultants, they will be able to personalize their tea purchase based on their results and nutrition requirements. The promotional strategy for our T2 wearable technology will be themed as a lab, the in store environment will reflect this aesthetic. For example, T2s visual merchandising will feature per pets, Bunsen burners and a periodic table of tea flavour in order to enforce the individuals control over their own personal mix of teas. Working in a creative industry, we would love to hear your feedback on our idea for T2s health orientated wearable technology and laboratory visual design. Nicole: I am always conscious of my hydration levels because I find it difficult to drink enough water throughout the day...having something to tell me how I am doing would really help me to remember to keep refilling my cup! Also...anything personalised works wonders. Having a type of tea made specifically for me, well, I’m definitely sold!

interview transcripts I like the ‘chemistry set’ feel...it reinforces the message that what is being created is an exact science and consumers will buy into that much more easily than someone pulling things off the shelf and selling it as ‘bespoke’. Kim: Love the idea. • It would be good if you could get a different tea for different times of day e.g. more caffeine before 2 more herbal before bed. • I can also see it as Le Labo style concession in Liberty/Selfridges et al where you shop and come back for your tea consultation and you take away tester packs for your first week. • Packaging and limited edition tea things (the little tools you can put loose tea in if your just making a cup for yourself) as a permenant reminder for people and useful for work. Emma: I love this idea, I love tea and also love learning more about how different products effect my health and I also am really interested in the idea of tracking my health. I also love the designs and the scientific approach, it makes me trust it all the more knowing that there is a science behind the tea creations! Steve: The whole idea is the epitome of what a data tracking app should do, the science theme makes it seem trustworthy, yet the use of the wearable technology attached to the smart phone makes it accessible to everyone. The idea is fun, creative and thoroughly well thought out, I would be happy to have a brand client like T2.

Primary picture referencing

Lush - nottingham. 15.05.14

Whittards - nottingham. 15.05.14

wired cafe - nottingham. 15.05.14

t2 shoreditch - london. 06.05.14

Chin chin Labs - london. 06.05.14

momentum, The Barbican - london 06.05.14

Leah Roseys - nottingham. 15.05.14

martin creed, the hayward - london 06.05.14

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