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Persona Powered Content Strategy (Human Resource Professionals)

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SpartanNash Persona Powered Content Strategy Prepared For: Human Resources Group West Michigan | 12.7.15 Presented by: Daniel Eizans | Director of Digital Experience


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ABOUT SPARTANNASH SpartanNash Copyright 2015 | Private and Confidential


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3 HI. I’M DAN EIZANS About Me: I’ve been a journalist, student of neuroscience, a marketer, a strategist and planner at two of the world’s largest advertising agencies and a consultant. Now, I’m the director of digital experience at SpartanNash. Organizations I’ve Worked With: Automotive - Ford, Chevrolet CPG: Olympic Paint Retail: SpartanNash, Lowes Finance: - Quicken (TurboTax) Government - EPA, CDC, FAFSA, FBI Non-Profits – The National Safety Council Healthcare - Kaiser Permanente, McClaren, MetroHealth Military - The United States Navy SpartanNash Copyright 2015 | Private and Confidential


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4 OUR COMPANY ►  Distribution Centers – 26 DCs across SpartanNash, Military and Independent Network ►  Military – Serves ALL military commissaries and 550 exchanges in the US and Europe SpartanNash ►  Retail: 160+ Corporate Stores 1,900 Independents 11,000 Dollar General location with exclusive tobacco distribution 130 Dollar General Market stores 237 Dollar General Plus stores Copyright 2015 | Private and Confidential


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5 OUR CUSTOMERS SpartanNash Copyright 2015 | Private and Confidential


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6 ASSOCIATES = CUSTOMERS SpartanNash Copyright 2015 | Private and Confidential


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7 SpartanNash Copyright 2015 | Private and Confidential


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SpartanNash Copyright 2015 | Private and Confidential


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11 SpartanNash Copyright 2015 | Private and Confidential


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12 OUR OPPORTUNITY: RETAIL REINVENTION Over the past decade, grocery retailers have been facing change at an alarming rate. Today, we are experiencing: •  A literal “dying off” of our most profitable customer base •  Stagnant levels of customer satisfaction •  Declines in year-over-year same store sales •  Innovative competition and peers aggressively adapting to market changes SpartanNash Copyright 2015 | Private and Confidential


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13 MISSION AS METHODOLOGY We used our mission and vision as a springboard for our brand reinvention plans. The mission’s goal in developing “impactful solutions” paired with our vision’s desire to feel “local,” is at the center point of our experience strategy. MISSION. To  leverage  exper,se  in  food  distribu,on  and  retail  to   develop,  ac,vate  and  provide  impac8ul  solu,ons  that  exceed   expecta,ons  for  associates,  customers  and  partners.   VISION. A best-in-class business that feels local, where relationships matter. CORE VALUES. Customer Focus, Innovation, Patriotism, Teamwork, Respect, Integrity, Accountability, Celebration & Fun. SpartanNash Copyright 2015 | Private and Confidential


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WHAT IS A PERSONA? SpartanNash Copyright 2015 | Private and Confidential


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15 A Persona Is: Researched Fact Based Targeted •  •  •  SpartanNash Copyright 2015 | Private and Confidential


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16 “FRANKEN-PEOPLE” SpartanNash Copyright 2015 | Private and Confidential


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17 Personas are made up of real pieces of user research, and secondary information composited together to form an amalgamated “person” representing a target audience.


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Jenny | The Working Mom 18 About Jenny Jenny is a budget and health-conscious shopper. She cares about what her family eats. She is responsible for a great deal of her family's grocery shopping and is also the one to organize activities for the children. Jenny often shops after work and goes to the store on her way home. She shops a few times a week. Jenny loves spending time outdoors and has a very active family. She kayaks, runs and often does yoga with her friends. As part of her practice and focus on health, she has aspires to be a better cook and maintains a host of Pinterest boards focused on healthier eating. Despite being more expensive, she'll spend more for Organic, Non-GMO and cage free items. How Jenny interacts with Family Fare Supermarkets Jenny shops at several different stores depending on what her family's needs are that week. She uses Family Fare only because its convenient. The size allows her to get in and out quickly and she knows where things are. She wishes there were more products she could trust. "Grocery shopping is really time consuming. I pick stores that give me healthy and simple solutions that will save me time and feed my family." Age: 31 Location: Byron Center, MI Language: English Education: Bachelor's Degree When she does use the store, she uses digital coupons, reads labels and only shops the perimeter because she buys center store items elsewhere. She is price aware and spends $25-30 when she visits the store. She often buys organic and free range items and prefers seafood that's sustainable and wild caught. She likes artisan breads and fresh items for her family. She typically doesn't use our pharmacy and prefers using Costco for gasoline because she can get it cheaper than Quick Stop. She uses our yes Card and digital coupons, but doesn't open e-mails. Before hitting the store, Jenny modifies her list and may or may not have knowledge of what's on sale. She isn't adverse to private brands, but leans towards organic options. She is willing to spend a little more to offer better health options for her family. Work Life: Jenny is a busy mom and part time sales Jenny's Shopping Mix clerk at a women's clothing store. She works closely with customers and takes great pride in her work. She opens the store three days a week and is back in time to retrieve her children from the bus. Other stores Jenny includes in her weekly shopping trip include: Meijer, Target, Trader Joe's, farmers markets and Costco. Home Life: Jenny is married with two children. She She and her husband are active and outdoorsy. They enjoy camping, hiking, kayaking and chasing their kids through the yard every night. Household Income: $75k per year SpartanNash She may not stop at Family Fare every week. Because she enjoys shopping at the Farmer's Market and Target she leans in that direction. There isn't anything that inspires her to make an extra effort to come tot the store. Jenny's Needs: Jenny needs to have her decisions to do better things for her family validated. She wants experiences from stores that allow her to explore her desire to be healthier and be a better cook, while staying on a reasonable budget. Digital Life: Jenny uses a Samsung Galaxy Note 3 because she can read, text and use its phone capabilities. She uses Skype to stay connected with friends and family through video chat. Her favorite social networks are Instagram and Pinterest but she uses Facebook to stay in touch with old classmates and share photos of her children. Jenny follows blogs, and considers herself to be a "foodie" even though she doesn't feel like she's the world's best cook just yet. She tries new things in the kitchen often. She and her husband use Amazon Prime and are comfortable making purchases both large and small via the Internet. She has even ordered several things using her phone. Her family ships things they like directly to the house and she is very comfortable using services that offer great convenience and save them time (e.g. Uber, Amazon, Shutterfly, online reservations). Jenny most frequently uses her phone and laptop. She spends 10 hours per week online. Technology and Media Diet: • She's very comfortable with digital, She often texts friends and has a robust data plan to keep her connected to the internet when she's on the go. • At work, Jenny uses a Dell PC to log information or look things up. She is very comfortable with basic computer programs. • Her family uses the Internet for all their news and for streaming TV shows and Movies. She and her husband use both Netflix and Amazon Prime Instant Streaming. She likes network sitcoms and food shows and travel programming. • Jenny reads a few magazines including Elle, Entertainment Weekly, People, The Atlantic and Real Simple. • She and her husband love to travel and have a robust wishlist on Airbnb that they one day hope to start checking off. Copyright 2015 | Private and Confidential


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Receives weekly e-mail but does not open. Wishes there was texting notifications Searches for new meal/ plan or recipe to try Level of Interaction Event Based (Out of Town Guest, Bday) What's For Dinner? Clips digital coupons Motivators Heads to fresh Searches for meal department, is solutions to add her frustrated with basket to pair with meat holes in Plans visit based from the fresh case and assortment on daily need, buns from bakery and what will Bags her own groceries in inspire her/be reusable bags and takes Adds two extra items entertaining. them to her car on her own. to her basket because she sees tags that Goes to whatever line is indicate a sale. the shortest to get on her Planning Texts husband to pick up or order out of stocks. Grabs a basket, not a cart. Shopping Pays using Google Pay Return Purchase Competitive Shop Personal Process/Workflows Commitment to Family Fare - + Satisfaction of Shopping Experience - + Likelihood to recommend Family Fare Social/Community 19 Unloads groceries, stocks pantry and returns reusable bags to her car. way. Uses her yes card to get advertised prices and cash in digital coupon. Collaborates with husband over text re: trip Mobile phone notification from Plans on the fly competitor and has a list of rotating items. Often plans at work or on the go. Zero Moments of Truth Jenny's Journey - + - + Milestones/Moments of Truth Content Seeking/Research Importance of in store Experience Online or Offline Tools SpartanNash Copyright 2015 | Private and Confidential


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20 SpartanNash Copyright 2015 | Private and Confidential


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21 SpartanNash Copyright 2015 | Private and Confidential


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22 YOUR TARGETS? • 73% of 18-34 year-olds found their last job through social media (Aberdeen) • 51% of workers who currently have a job are either actively seeking, or open to a new job. • 300 million Google searches each month are employment related SpartanNash Copyright 2015 | Private and Confidential


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23 YOUR TARGETS? SpartanNash Copyright 2015 | Private and Confidential


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UNDERSTAND THE JOURNEY SpartanNash 24 Copyright 2015 | Private and Confidential


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25 DESIGN A CONTENT CURRICULM EXPERIENCE STRATEGY Engagement: Lifestyle Create Social.Ford account Hook Dealership Visit "I can see all the community content of people like me, trying to be "green" and what they're doing with their Ford Dealers sets up customer Social.Ford profile at dealership Navigation & way finding by lifestyle values SHOPPER Tweet Post Related lifestyle values/community Get all "green" content 3rd party affiliate blog Sustain Article, Story, Challenge, etc. Follow or answer a question Ford.com car page Repeat Engagement/ Graduation • Challenge: "test drive 2 'green' cars" 2. Show collection of interacted content to jump start a personal playbook Update and prompt to further complete personal playbook updates to the "green" community playbook Questions & Answers Save to my Playbook Articles, Stories & Media Mark as relevant comments or updates to "pinned" content people similar to you 1. Cookie/session tracking of metadata in content you've interacted with to serve relevant content/people PROMPT INACTIVE USERS collect name & email or social sign-on By acting on content, your playbook is already being built, sign up to keep it! "Green" Community Playbook Challenges Follow challenge Earn first "Green" badge Pg. 18 SpartanNash Copyright 2015 | Private and Confidential


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CONNECT PEOPLE TO PEOPLE SpartanNash 26 Copyright 2015 | Private and Confidential


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RESEARCH METHODOLGY SpartanNash Copyright 2015 | Private and Confidential


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28 CONTEXTUAL INQUIRY Contextual inquiry is a structured form of interviewing that allows the research team to: ‣  Gather interview data ‣  Understand ethnographic insights ‣  Capture physical behaviors and work patterns The data gathered helps inform everything from personas, to product design, to workflow/ workplace modification, to content strategy. SpartanNash Copyright 2015 | Private and Confidential


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29 CONTEXTUAL INQUIRY: WHAT IT IS User Interview (Influenced by Designer/Strategist) SpartanNash Contextual Inquiry (Influenced by designer, user and strategist) Observation (Influenced by end user) Copyright 2015 | Private and Confidential


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30 CONDUCTING INTERVIEWS: NEEDS Keys to a successful interview are: ‣  An interviewer for formal questioning ‣  An observer for recording physical behaviors, workflow models and note taking ‣  Trust between interviewer and subject The interview is about building a relationship. Even if we feel like we have the right answers, our effort should focus on developing a shared interpretation of an activity or work. SpartanNash Copyright 2015 | Private and Confidential


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31 CONDUCTING INTERVIEWS: GOALS Key outputs of contextual inquiry should be: ‣  Watching and probing to observe users as they work and inquire to understand motivations and strategies ‣  Learn from the user perspective, even you feel like you know the “answers” ‣  Look for gaps in what a user is leaving out and ask questions to fill them ‣  Gather both concrete and abstract data to have them focus on actual artifacts and actions SpartanNash Copyright 2015 | Private and Confidential


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32 THE INTERVIEWER ROLE In traditional user interviews, the interviewer asks users a series of questions that relate to the business objectives or research goals. In contextual inquiry, interviewers must: ‣  Be a facilitator of conversation AND of behavior ‣  Make the participant feel like an expert, in whatever they’re doing ‣  Ensure that the interview environment is contextually relevant to the research or tasks to be addressed ‣  Ensure the participant articulates the processes and methods for work as he/she is doing it Photo:  Columbia  Pictures     SpartanNash Copyright 2015 | Private and Confidential


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33 THE OBSERVER ROLE The  observers  role  in  contextual  inquiry  is  to  do  just   that…  observe.  The  goal  of  having  an  observer  on   hand  is  to   ‣  Document  physical  behaviors   ‣  Understand  how  the  environment  (context)  affects   the  par,cipants  ability  to  complete  a  task  or   perform  work   ‣  Note  paPerns  that  emerge  from  one  interview  to   the  next   ‣  Take  photographs  or  video      SpartanNash   Copyright 2015 | Private and Confidential


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34 THE PARTICIPANT ROLE Participants in contextual inquiry research are equally as responsible for the outcome as the interviewer and observers. Participants are responsible for: ‣  Doing and answering ‣  Showing the observer and interviewer complete tasks ‣  Avoiding assuming that the interviewers will understand “why” something is being done ‣  Talk to the researchers level of understanding (avoid jargon) Photo  -­‐  DG  EMPL:  hPps://flic.kr/p/7yh1oF     SpartanNash 34   Copyright 2015 | Private and Confidential


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35 CONDUCTING THE INQUIRY The most important thing to remember when doing contextual inquiry is to avoid things like conference rooms, Skype or usability centers. Participants must be in their own environment (home, office, workspace, etc.) ‣  I typically send out an email to participants to outline goals, rules of engagement and profess my ignorance ‣  On arrival, note ambient factors (lighting, temperature, time of day, layouts of things, observable culture, artifacts present, etc.) ‣  Begin the session with a short questionnaire Photo  -­‐  Mark  Hunter:    hPps://flic.kr/p/aZdRXi   SpartanNash 35   Copyright 2015 | Private and Confidential


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36 CONDUCTING THE INQUIRY - CONTINUED ‣  After your short questionnaire, note that you’ll be doing something completely different and set them to work ‣  Ask questions that arise during the completion of task, keep the interview free flowing and adjust as needed ‣  Ask specific questions relating to their thought process, task, and ensure that they feel like their the expert ‣  Work up to an hour, be ready to move locations if necessary (e.g. workstation change or an environmental stimuli requirement) Photo  -­‐  Jeff  Swaim:  hPps://flic.kr/p/e5fATs   SpartanNash 36   Copyright 2015 | Private and Confidential


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37 CONDUCTING THE INQUIRY - CONTINUED ‣  ‣  ‣  ‣  ‣  Document, document, document Photograph, photograph, photograph Ask, ask, ask Ask again Spend two hours on analysis for every one hour of inquiry Photo  -­‐  Marco  Arment:  hPps://flic.kr/p/411AnZ   SpartanNash 37   Copyright 2015 | Private and Confidential


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38 PREPARING FOR INTERPRETATION During your interview be sure to: ‣  Avoid lots of open ended questions that provide less chance for interpretation ‣  Strike a balance between probing for what you sense as a pattern and allowing the participant to work freely ‣  Cycle between observing, probing and interpreting ‣  Be flexible but be consistent in the type of person you are so that trust will develop Photo  -­‐  Hans  Splinter:  hPps://flic.kr/p/5tWKPt   SpartanNash 38   Copyright 2015 | Private and Confidential


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Annette | The Busy Head of the Household 39 About Annette Annette is fully aware of her family's needs, budget and preferences. She takes great pride in knowing what everyone in the house needs, likes and desires. She often plans activities for the family and is typically the the one who cooks, cleans and shops for the family on a weekly basis. Because she works and cares for her children, Annette is often pressed for time and typically shops at a few stores once a week, on Saturdays or Sundays. How Annette interacts with Family Fare Supermarkets Annette shops at several different stores depending on what her family's needs are that "I cook whenever I can and try my best to do things that keep my family happy and healthy. I need a store that keeps me going without breaking the bank." Age: 47 Location: Kentwood, MI Language: English Education: Bachelor's Degree week. She likes shopping at Family Fare because it's convenient, fast and the employees are friendly. She shops the entire store and looks for deals when they're available. She tends to spend the bulk of her visit in fresh areas because she likes that our stores offer fresh meat and that our produce is fresh. She spends an average of $66 or a little more each week. She buys some organic items and often experiments with specialty items because her daughter has a peanut allergy. Whenever possible, she tires to buy healthy and light options for her family despite their protests. She uses nutrition tags and is an occasional user of the pharmacy and Quick Stop. She uses our yes Card but hasn't taken the time to set up digital coupons. Before hitting the store, Annette reads through the weekly ad and often clips coupons to save a little money. She isn't adverse to private brands, but is also willing to spend a little more for the brands that her family prefers. Work Life: Annette works part time as a clerk in her Annette's Shopping Mix local library system. She works hard and is proud that she's able to help pay the bills and contribute support to her family of five. She works three days a week and spends her off days caring for the family home. Other stores Annette includes in her weekly shopping trip include: Meijer (for nongrocery, center store and convenience when shopping for household goods), Aldi, Target, membership warehouses, and other conventional grocery stores. Home Life: Annette is married with three children. She also has a labrador retriever and a cat. She and her husband enjoy supporting their children's various activities and spending time with friends. They spend a great deal of time outdoors and with neighbors. Household Income: $85k per year SpartanNash While she always makes a stop at Family Fare, she will chase a deal when one is good enough and may purchase items she normally gets at Family Fare at another store to save time. She's also prone to switching brands or items if she's influenced by a store demonstration that she often sees in warehouse stores. Annette's Needs: While she's a creature of habit, Annette is easily influenced by her friends, favorite shows and her children. She tries new food trends but often falls back into her old habits or bends to the wishes of her family. Annette uses an Apple iPhone. She's not a power user, but enjoys playing games when she gets a break at work or when she has a few minutes to herself. She uses Facebook to stay in touch with old classmates, and keep an eye on her children but doesn't post often. She understands twitter but prefers to text with her friends. Annette follows blogs, and likes to look at Pinterest when she's looking for inspiration for improvements to her home, wants to discover a new fashion trend or find new recipes. She sometimes uses e-commerce sites but doesn't spend too much money online. She has never thought to look for groceries online and has never made a purchase on her mobile phone that wasn't app-related. She has approximately 20 apps on her phone, most of which she seldom opens. Annette most frequently uses the family PC and doesn't have a laptop of her own. She spends 5 hours per week online. Technology and Media Diet: • While she's comfortable with digital, Annette loves traditional media. She prefers a magazine to a blog, in person conversations to texting and cable television to streaming. • At work, Annette is issued a Dell PC to log information or look things up for residents. She is very comfortable with basic computer programs. • Daytime talk and variety shows are a guilty pleasure for Annette. She enjoys The Chew, The View, soap operas, television news and reality television. She likes network sitcoms and enjoys HGTV, Food Network and TLC. • Annette reads a few magazines, including Better Home & Gardens, US Weekly, People and Entertainment Weekly. • She and her husband enjoy going to the movies when they can, and she stays current on what's in theaters. Copyright 2015 | Private and Confidential Level of Interaction When she's not overwhelmed by her home life and work, she takes a little time to read, watch television and spends time with women from her neighborhood or church. Annette has very little time to herself and often looks to the internet, magazines or television for inspiration. Digital Life:


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d n. ns e. Level of Interaction h Adds items to Interacts with basket based on Annette's Journey associate to find examination/ signage & tags or peanut free items promotion (e.g. fuel) for her daughter. Recieves weekly Frustrated that Sun Has associates ad e-mails and Based on Butter is out of Grabs Cart and bag in plastic mailer coupons Budget and stock. Plans to order Loads it With bags and pushes Item Type, from Amazon. Research/Plan Returnables. basket to fit bags Trip is Weekly List Detects odor with competitive Planned (Coupon finding, Unloads car and Goes to staffed immediately store items. ad browsing, is frustrated with checkout lane, upon entry. price checking Updates Presents ripped plastic flips through Weekly coupons and Budget/Meal bag. magazines as Repacks her Shopping List debit card to Plan/Expands Visits welcome she waits. pantry and Paper List center for Frustrated she associate and is realizes what she delighted by Social Motivator complimentary Begins shopping has to wait at all. forgot and what presence of fuel (Event, Post, Etc.) coffee in a fresh Visits Family she'll need to buy reward. department and Fare second elsewhere. Adds then visits all due to large to new list. aisles. amount of fresh Pantry Needs items needed. Reloading Zero Moments of Truth Motivators Planning Shopping Return Purchase Competitive Shop Personal Process/Workflows Commitment to Family Fare - + Satisfaction of Shopping Experience - + Likelihood to recommend Family Fare Social/Community 40 - + - + Milestones/Moments of Truth Content Seeking/Research Importance of in store Experience Online or Offline Tools n, SpartanNash Copyright 2015 | Private and Confidential


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Sarah | Making Ends Meet 41 About Sarah Sarah and her family are hard working and face a lot of challenges week to week. Like many American families, Sarah's family has been greatly impacted by an aging group of parents and a child that has returned home. As a result, she works with a budget and can't be as choosy when it comes to shopping. She shops 3-4 times a week and is always focused on savings and value items. How Sarah interacts with Family Fare Supermarkets Sarah shops at Family Fare primarily for sale items, focusing on Price Freeze, 10 for $10 deals and some fresh items. She's incredibly motivated by weekly ad pricing, coupons and temporary price reductions. She buys in bulk whenever possible. "Times are hard and we need to do more to make our money go a little further. We stay on budget so we can all keep going." Age: 54 Location: Omaha, NB Language: English Education: Community College Certificate Work Life: Sarah is a night manager at a fast food She likes our store for it's convenience. She can find anything and everything her family would want and it's proximity to her house and smaller size allow her to get in and out quickly. She knows where everything is in the store and even knows a few of our associates. Shopping trips are some of the only time that Sarah gets to herself. She's not particularly health conscious because doing so is a strain on the budget. Organic, specialty items and luxuries just cost too much. She often buys bulk fresh chicken, frozen meals or meal solutions because they're easy for her family to prepare for dinners when she's at work and are quick in a pinch. Sarah is price sensitive, a private brand buyer and forgoes things she likes to make sure she's getting the right deal. Before hitting the store, she reads through the weekly ad and clips coupons to make sure she's saving money. She spends about $25 per trip. restaurant. She's not in love with her job but returned to work out of necessity. Sarah's Shopping Mix Home Life: Sarah is married and the mother to two Other stores Sarah might consider include: Dollar General, Walmart, Meijer, Aldi, SaveA-Lot or drugstores. adult children. Her oldest son, who recently finished college has returned home because he had trouble finding work. Her husband works first shift so they seldom see one another. To boot, Sarah's mother has recently fallen ill and needs both help financially and physically. Household Income: $100k per year SpartanNash While she always makes a stop at Family Fare, she will chase a deal when one is good enough and may purchase items she normally gets at Family Fare at another store to save time. She's also prone to switching brands or items if she's influenced by a store demonstration that she often sees in warehouse stores. Sarah's Needs: Sarah uses an Android phone. She's not a power user, but has downloaded a few apps that make shopping, saving and staying connected with family a little easier. She doesn't use Facebook or social media but does use her phone as her primary way of accessing the internet. She and her family share a data plan and text often as a way to communicate due to extreme differences in schedules. Sarah does follow blogs, news sites and sometimes watches streaming video from her phone. She likes to play solitaire when she has a few minutes to herself. She sometimes uses e-commerce sites but doesn't spend too much money online. Her favorite apps include: ibotta, Walmart Savings Catcher and quick games. Sarah's family doesn't have a cable Internet connection. Her family uses their smartphones as their primary method of accessing the internet. Technology and Media Diet: • Sarah is comfortable with her smartphone and has had training on using basic computers for work. • She doesn't have the opportunity to do much online browsing due to her job but she's comfortable being online and sometimes looks for deals or watches a video or two on her phone when she gets a break. • Sarah's family doesn't have cable and only watches network TV they're able to get over the air, using a digital Antenna. Her son has a chrome cast to watch Netflix, but she seldom gets to use it due to her hectic schedule. • Sarah reads whenever she can and does read magazines with her mother (Reader's Digest, Gardening, Time). Sarah is primarily budget driven and thus spends time looking for ways to make her dollars stretch further. She follows a few bloggers that teach people how to make multiple freezer meals on small budgets. Copyright 2015 | Private and Confidential Level of Interaction Sarah has very little time to herself because she is a part time caretaker to her mother. She has very little disposable income to pamper herself. She enjoys reading, crossword puzzles and spending time with her husband on the weekend (which is usually the only time the two get to interact. Digital Life:


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Level of Interaction Adds items to Sarah's Journey basket based on sales or promotion Looks for (e.g. fuel) Has associates Goes to staffed opportunities to Stops at service bag in plastic Research and checkout lane, deepen pantry counter for bags and pushes Plan Weekly List Recieves weekly (10 for 10, Price grabs a soda and stamps. basket to fit bags (Coupon finding, snack. Buys her ad e-mails and Takes her time Freeze) with competitive ad browsing, price parents a magazine. mailer coupons, and wanders all store items. checking online loads digital Plans trips based Grabs a cart and the aisles. Says and in paper coupons at kiosk. hello to friends on potential stops by pharmacy Drops groceries Presents coupons and associates. savings and to get prescriptions off at her mom's and pays for her conveniences filled as she shops house and groceries with a Sees pins from a Budget/Meal returns home to debit card and blogger for freezerPlan/Expands a pack away her mom's with check. Starts her List ready meals Paper List own things. shopping in Maintenance center store and does fresh items Repacks her last. Retrieves prescriptions from pantry and pharmacy and a .25 cent fuel realizes what she reward for filling the fifth forgot. Adds to Pantry Needs prescription. new list. Reloading Zero Moments of Truth Motivators Planning Shopping Return Purchase Competitive Shop Personal Process/Workflows Commitment to Family Fare - + Satisfaction of Shopping Experience - + Likelihood to recommend Family Fare Social/Community 42 - + - + Milestones/Moments of Truth Content Seeking/Research Importance of in store Experience Online or Offline Tools SpartanNash Copyright 2015 | Private and Confidential


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43 Patricia | The Empty Nester About Patricia Patricia is an active, adventurous retiree. Since retirement, she and her husband enjoy spending a great deal of time traveling, playing golf, boating, walking the dogs several times a day and lawn games. She enjoys cooking, board games, going to the casino, spending time with friends and family, wine and watching her favorite shows on television. How Patricia interacts with Family Fare Supermarkets Patricia and Chris shop at several different stores, and stop at a different one almost daily. They likes shopping at Family Fare because it's convenient, fast and the employees are friendly and they've been coming to the same store for years. They like to shop the ad and enjoy the fact that they know several associates by name. Patricia spends an average of $44 per trip and sometimes stops in twice a week. "I love my local grocery store. We've been shopping here for years." Age: 64 Location: Gaylord, MI Language: English Education: Bachelor's Degree She buys some organic items and often experiments with specialty items. Because Chris' doctor wants him on a low-salt diet, Patricia tends to read a lot of labels and looks for healthier and light options whenever possible. She wishes the store had more information to help in this area. She and her husband are adventurous eaters and love when they can be introduced to a new recipe through a store demo or handout. Her family occasionally uses the pharmacy for over the counter drugs and for prescriptions because its convenient for her. She uses our yes Card but hasn't taken the time to set up digital coupons. Patricia isn't necessarily coupon motivated, but likes to get a good deal and pays attention to signs and sales. She isn't adverse to private brands, but is also willing to spend a little more for the brands that her family prefers. Work Life: Patricia is a retired homemaker. Patricia's Shopping Mix Home Life: Patricia is a very active retiree. She and Digital Life: Sarah uses an Apple iPhone. She's well versed in using the simple features of the phone and loves getting the chance to FaceTime or Skype with her grand children. She uses Facebook to look at her children's photos of the grandkids but never posts herself. Sarah doesn't really use the internet for much shopping, but she has ordered a few things from Amazon and likes to plan vacations and road trips with Chris using travel sites. The couple typically spend about 4 to 5 hours online each week, mostly from a laptop. Technology and Media Diet: • Patricia is a heavy cable television user. She and her husband have a variety of shows that they enjoy. She loves Wheel of Fortune, Jeopardy and Law and Order. • Daytime soap operas and variety shows are a guilty pleasure for Sarah. • Sarah reads a few periodicals, including Reader's Digest, The National Enquirer, People and her local newspaper . • She and her husband enjoy going to the movies, especially matinees. Other stores Patricia includes in her weekly shopping trip include: Meijer, meat markets, farmer's markets, membership warehouses, and drug stores. her husband Chris are parents to two adult children and a pair of terriers that keep them busy and active. The couple live in Gaylord for the summer and fall months and spend their winters in Florida. They have lived in the Gaylord area all their life and feel a strong connection to their community. They love having their children and grandchildren at their lake home each summer and often entertain friends. Household Income: $120k per year SpartanNash While she always makes a stop at Family Fare at least once a week, her basket will fluctuate depending on her schedule. She's also prone to switching brands or items if she's influenced by a store demonstration that she often sees in warehouse stores. Patricia's Needs: While she's a creature of habit and enjoys coming into a local store, Sarah is an adventurer and is becoming increasingly health conscious as she and her husband age. She tries new food trends and is definitely looking to stores to help her navigate health and wellness issues moving forward. More and more, she's becoming impressed by larger stores that seem to offer more exciting and adventurous shopping experiences. Copyright 2015 | Private and Confidential


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Plan based on what they feel like, and what social events are on their calendar. Doesn't seek coupons, but uses them when they see one that fits them. Visit different stores daily and are willing to try new things. Keeps a regular list of staple items. s Level of Interaction Habitual shoppers and cooks Meal Plan and try at least one or two new meals a month Patricia's Journey They follow the flow of the store and take their time browsing and chatting with associates. Grabs small shopping cart and stops for coffee. Look for demos and are prone to impulse buy because of them. 44 Goes through staffed check lane and buys candy for grand kids. Prefers paper bags and carryout service (frustrated that it's not a standard service). Read labels to check if they're "allowed" to have an item to dietary restrictions. Take advantage of 10 for 10 and markdown items to stock pantry. Stock the pantry and plan for Walgreen's Wednesday! It's Monday. Let's shop! Zero Moments of Truth Motivators Planning Shopping Return Purchase Competitive Shop Personal Process/Workflows Commitment to Family Fare - + Satisfaction of Shopping Experience - + Likelihood to recommend Family Fare Social/Community - + - + Milestones/Moments of Truth Content Seeking/Research Importance of in store Experience Online or Offline Tools SpartanNash Copyright 2015 | Private and Confidential


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Rick | The Single Millenial 45 About Rick While Rick enjoys his work, he is under the impression that he never has enough time to fit everything into his busy schedule. He has many hobbies that he longs to spend more time on and feels like his expanded role at work has cut into valuable time. As a result, he tries to find ways to remove the seemingly mundane tasks in front of him. In his spare time, Rick likes fishing, playing hockey, going to the gym with his friends, traveling, attending sporting events, working on his car and going to the bar to watch a game. He enjoys television and spends a good deal of his free time on the Internet despite the fact that he always feels pressed for time. Rick shops at several stores and generally goes with the store that is most convenient. He only "cooks" two times a week. For Rick, cooking is preparing sides for a rotisserie chicken or a quick meal solution that is economical and quick. He doesn't like to waste too much time in the kitchen. "I try and avoid the grocery store if it's possible. I prefer to just keep things really simple so I have time to do the things I love." Age: 29 Location: Fargo, ND Language: English Education: Community College Work Life: Rick is a successful young tradesman who got his start as an apprentice electrician. He is in line to start managing job sites and is excited about his growing career. Home Life: Rick is single but dating. He doesn't stay in relationships for very long and doesn't like having the responsibility of caring for pets. He's an apartment dweller that likes modern conveniences, including stores that will ship directly to his door. Rick leans towards frozen meals and healthier quick meal solutions. His grocery store trips usually include beer and spirits. He buys lots of snacks to take with him to his job site because he seldom gets out for lunch with co-workers. He is striving to eat healthier now that he's closer to 30 but doesn't sweat grabbing some wings and a beer with his buddies after a long day if it means he doesn't have to go to a grocery store. Rick isn't price sensitive and mostly shops based on what he feels like having that week. He's not a planner and almost never knows what he'll be eating unless he's entertaining friends or a date. He would be open to help if it was easy and quick. Rick uses an Apple iPhone. He's a power user and spends the bulk of his digital life connected to his phone. He's considering an apple watch, both for the cool factor and to simplify parts of his life. He's very active in social media and on dating sites. Primary networks include Instagram, Snapchat and Reddit. He has a Facebook profile but is thinking of "quitting" because it takes up too much time. He's not an avid follower of blogs, but does get most of his news from Techcruch, Buzzfeed and the Huffington Post. He spends a lot of money online and rarely uses an actual storefront to make a purchase if it isn't grocery. He is comfortable buying clothes, electronics, computers music and entertainment online. He uses Netflix and Amazon regularly and even downloads movies illegally though torrent sites. He has an iPad as well and uses lots of apps for everything from reading, to personal productivity, to gaming. Level of Interaction How Rick interacts with Family Fare Supermarkets Digital Life: He's a gamer that prefers Xbox One and has several friends he plays Halo or Madden with up to three times a week. Technology and Media Diet: Rick's Shopping Mix Other stores Annette includes in her weekly shopping trip include: Meijer, specialty wine and liquor stores, drug stores and Target. He doesn't go out of his way to stop at Family Fare, but has experience with the store from his youth. He stops when it's convenient. • Rick texts often and uses video chatting services to talk with his parents and potential dates. He has little worry of having a public online life. Rick's Needs: • At work, Rick uses an Otterbox-grade PC to stand up to demanding worksites and is comfortable with both Mac and PC operating systems. Rick could be easily inspired by the right set of mealtime solutions and would be ripe for online ordering and delivery or even curbside pickup. He wants to spend less money at the bar and eat at home but isn't willing to put the work in to doing the actual cooking. • An avid sports fan, Rick subscribes to NHL Center Ice through his Apple TV and watches other sports at the bar with friends. Fresh selections and healthier options are something he'd choose if he had the time to do the shopping. He wants the conveniences of a full-service experience without the hassle of actually going into a store or being bogged down by bigger box stores like Meijer. • Rick is a fan of Sports Illustrated, Esquire, Maxim and Men's Health. Household Income: $55k per year SpartanNash Copyright 2015 | Private and Confidential


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Rick's Journey Plan based on what they feel like, and what social events are on their calendar. Is focused on convenience and has no sensitivity to price. Visits the closest store that's the least intrusive/ overbearing e Level of Interaction nt Buys what he feels like when he's at the store. Crap my fridge is empty and the game's on. Gotta eat to live. Zero Moments of Truth Motivators Plans around what fills his stomach for a reasonable price. Planning Shops primarily from three to four sections (meat, frozen, beer/ alcohol) or aisles. Avoids demos but looks for simple fresh solutions. May try pre-seasoned items and deli offerings. Goes to self-checkout.Is annoyed when he has to present ID for alcohol purchase. Willing to try new product if it's fast and easy to use. Never looks at Grabs a basket the ad or and goes associates. immediately to Take advantage of 10 for what's out of 10 and markdown items to stock pantry. stock at home. Shopping Doesn't care whether the bag is plastic, paper or reusable. Stock the pantry and hope not to return for at least two weeks. Return Purchase Competitive Shop Personal Process/Workflows Commitment to Family Fare - + Satisfaction of Shopping Experience - + Likelihood to recommend Family Fare Social/Community 46 - + - + Milestones/Moments of Truth Content Seeking/Research Importance of in store Experience Online or Offline Tools SpartanNash Copyright 2015 | Private and Confidential


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47 SpartanNash Copyright 2015 | Private and Confidential


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48 SpartanNash Copyright 2015 | Private and Confidential


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49 SpartanNash Copyright 2015 | Private and Confidential


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PRACTICAL APPLICATIONS SpartanNash Copyright 2015 | Private and Confidential


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51 The key to personalized experiences starts with understanding user behaviro while offering relevant content to their tastes in exchange for self reported data. EXPERIENCE STRATEGY Connect shoppers to an extensible, personalized experiences that learns from their shopping behaviors, digital activity and tool use, while providing best-in-class tools that make shopping in SpartanNash stores more convenient. Health/Nutrition Cooking Skill 45% SpartanNash Product 30% 25% Copyright 2015 | Private and Confidential


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52 INBOUND MARKETING OPPORTUNITY One of the easiest ways we can bring in new recruits and introduce them to our organizations through digital means is inbound marketing efforts aimed at those interested in what our company can provide. Convert Attract Visitors Strangers Blog Social Media Keywords Pages SpartanNash Customers Leads Calls-to-Action Landing Pages Forms Contacts Delight Close Email Workflows Lead Scoring CRM Integrations Promoters Social Media Smart Calls-to-Action Email Workflows Copyright 2015 | Private and Confidential


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53 SpartanNash Copyright 2015 | Private and Confidential


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QUESTIONS?


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LET’S CONNECT Daniel.Eizans@spartannash.com LinkedIn: linkedin.com/deizans Twitter: @danieleizans Slideshare: Slideshare.net/danieleizans


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