RETHINKING THE BIG-BOXRETAIL EXPERIENCE

SAMANTHA BENNET, JACKSON WOODS, ALEX JEFFERS, EVAN RUSZALA, ISABELLA PINEDA

PROJECTOVERVIEW

Design a set of interrelated service offerings that will dramatically improve the customer’s

decision-making and purchasing experience.

ONSITERESEARCH

AEI

U0

going around trying on different kinds of headphones, putting on headphones, picking up headphones looking at them closer, reading labels on headphones, casually pacing

temperature is very cold, lighting is blue-ish, smells like electronics, strong smell as soon as you enter, different zones for different electronics

engage with headphones through listening, search for ink cartons, ask salesperson for help, getting guided by salesperson, check out, pacing around store through environments.

headphones, printers, signs, aisles, money, register, counter, electronics, lights, displays, music, cables, ink, paper, catalogs, shelves

couples, lonely buyers, families, 20s and 30s, double couples, friends

SERVICE PACKAGE

Electronics and Appliances

Store

Website

Employees

Geek SquadApple, Samsung, Sony

& Windows kiosk

College Student DealsBest Buy Marketplace

Free Shipping $35 and Over

Deal fo the Day

Sales and Promotions

Trade-in Center

Core Service Facilitating Services Enhancing Services Differentiating Services

Size

STAKEHOLDERMAP

customers

mobile management

retail management

retail salesman

geek squad repair service

customer service

cashiers

delivery service

mobile salesman

distribution corporate

cleaning service

CATEGORYOVERVIEW

BRANDS TYPES

Circumaural (Full-Size)Supra-Aural (on-ear)EarbudsCanalbudsIn-ear headphonesNoise cancellingWireless (Bluetooth)DJSport

ACCESORIES

Audio cableStereo splitterEartipsSmart wrapHeadphone amplifierEarbud tipsAmpsCasesExtension cordsSplittersEar cushions and tipsCables and cordsChargersBatteriesAdapters

VALUE

$50 and below $50 to $100 $100 to $500

ENVIRONMENTS AND ZONES

Headphones

Entrance

CartReturn

Customer Service

Speakers

Mobile Phones

Cameras and Camcorders

Music

Movies

Checkout

PERSONAPROFILE 1

Sophia, Angela, & Jordan

“The new Beats are super cool and I just have to have them.”

KEY MOTIVATORSophia fell in love with Jordan’s headphones and decided she needed a pair for herself.Dr. Dre Beats are the most popular headphones in school and she loves to have the latest styles.

GOALSEasily find the headphones at Best Buy.Fast checkout process so she can immediately own her new headphones.

PHYSICAL, EMOTIONAL AND MENTAL STATESEager to own her Beats headphones.Hopes the transaction is quick.Wants to find it easily.

EXPECTATIONSSophia expects to be able to find her headphones very quickly in good condition. She wants to be able to buy them ASAP and put them on when she gets in her car.

PERSONAPROFILE 2

Lindsey & Mark

“A glass of wine and a movie is all we want, the only thing missing is an

HDMI cord.”

KEY MOTIVATORBought a new TV and forgot to buy an HDMI cord with it.Want to sit back and relax by watching a movie after a long weekend of moving.

GOALSFind the HDMI cords quickly within best buy in order to hurry home and relax.Not spend an arm and leg on a simple connector cord. Easily identify which cord will work with their new TV and AppleTv without having to consult an employee.

PHYSICAL, EMOTIONAL AND MENTAL STATESWant the HDMI cord to be found easily.Eager to get in and out.Tired of crazy sales people bargering them in stores.

EXPECTATIONSLindsey and Mark expect to be able to get in and out of Best Buy within fifteen minutes without being bothered too much by employees and to have everything they need to know about their product displayed.

ENCOUNTERMAP 1

sees a friend in school who bought new Beats

friend refers her to Best Buy

drives over with friend

walks in, goes directly to headphones

finds randomly placed beats, can’t find ones she wants

salesperson approaches her

she asks about the headphones she wantssalesperson directs

her to them

grabs headphones she wants

walks to check out counter

pulls money from birthday and pays

gets receipt and bag with

headphones

asked to show receipt at exit

gets into car and opens headphones

“ I want the same headphones my friend

just bought”

bought a new TV, need an HDMI cable

drive to Best Buy

walk in, walk around isles looking for cable

salesperson asks if they need help

tell him about HDMI cable, get directed there

walk towards cash register

notice headphones and walk to section

try on several and listen to music

laugh and play for a while

walk to cash register, pay with credit card,

get receipt

use Best Buy Rewards Card

not asked for receipt at exit

get in car and drive back home

install apple tv, watch movie

ENCOUNTERMAP 2

“ We need an HDMI cable to plug our

AppleTv to our new TV”

SERVICEBLUEPRINT 1

Buy a new TVNeed an HDMI

cable to connect apple tv

Drive to Best Buy to buy cable

Walk into Best Buy

Start walking through the isles looking for the cable

A salesperson approaches

them and asks if they need help

Tell him they need an HDMI cable

Salesperson directs them to the right place

Choose an HDMI cable without much thought

Start walking towards the cash

register

See the headphones

section on their way there

Make a stop at the headphones

sectionheadphones and

speakers

Try on several headphones

Goof around, laugh and listen

to music

Head to cash register

Buy the HDMI cable

Pay with credit card and use

their Best Buy Rewards card

Grab their bag and walk to exit

Get into car and drive back home

Plug apple tv to new tv using HDMI cable

Greet entering customers

Greet customers and ask if they need any help

Direct customers to the cables

section

Get dressed with Best Buy t-shirt

Process payment. Add points to

Best Buy rewards card

- New TV- Cables-Set up manual

- Apple TV - New TV

- Car- Street

- Street lights - Entrance door- Best Buy sign

- Isles- Other tech products- Shelves

- Salesperson- Isles - Sales person

- Salesperson- Cable section

- Cable section- Shelves- Cables- HDMI cable section

- Aisles- Tech products

- Headphone section- Headphones- Speakers- Headphone diplays

- Headphone section- Headphones- Speakers- Headphone diplays

- Headphone section- Headphones- Speakers- Headphone diplays

- Headphone section- Headphones- Music- Headphone diplays- Headphone videos - Mirror

- Headphone section- Headphones- Music- Headphone diplays- Headphone videos - Mirror

- Isles-Check out section

- HDMI cable- Check out counter- Cashier- Cash register

- Credit card- Best Buy rewards card

- Best Buy bag- HDMI cable- Receipt

- Car

- Street lights-Apple TV- New TV- HDMI cable

Clean place and organize products

Get dressed with Best Buy t-shirt

Listen to customer’s

request

Layout the headphone section and

organize products

Layout the headphone section and

organize products

Greet customers

Payment processing system

!

The section is not well organized, speakers are

mixed up with headphones and the same brand is

Home Car Entrance Aisles Cable section Aisles Headphones section Aisles Cash Register Exit Car Home

!

Too much information

which is too overwhelming

for the customer. Too many products and no evident

signage of how to get around.

!

Salespeople are not very

timely, they are insistent when you have refused

their help, but not present when you need them.

!

Best Buy only offers the

Best Buy Credit Card, which many customers are

not interested in.

Buy a new TVNeed an HDMI

cable to connect apple tv

Drive to Best Buy to buy cable

Walk into Best Buy

Start walking through the isles looking for the cable

A salesperson approaches

them and asks if they need help

Tell him they need an HDMI cable

Greet entering customers

Greet customers and ask if they need any help

Get dressed with Best Buy t-shirt

- New TV- Cables-Set up manual

- Apple TV - New TV

- Car- Street

- Street lights - Entrance door- Best Buy sign

- Isles- Other tech products- Shelves

- Salesperson- Isles - Sales person

Clean place and organize products

Get dressed with Best Buy t-shirt

customer’s

Home Car Entrance Aisles

!

Too much information

which is too overwhelming

for the customer. Too many products and no evident

signage of how to get around.

!

Salespeople are not very

timely, they are insistent when you have refused

their help, but not present when you need them.

SERVICE BLUEPRINT 2

Tell him they need an HDMI

Salesperson directs them to the right place

Choose an HDMI cable without much thought

Start walking towards the cash

register

See the headphones

section on their way there

Make a stop at the headphones

sectionheadphones and

speakers

Try on several headphones

Goof around, laugh and listen

to music

Head to cash register

Buy the HDMI cable

Pay with credit card and use

their Best Buy Rewards card

Grab their bag and walk to exit

Get into car and drive back home

Direct customers to the cables

section

Process payment. Add points to

Best Buy rewards card

- Salesperson- Cable section

- Cable section- Shelves- Cables- HDMI cable section

- Aisles- Tech products

- Headphone section- Headphones- Speakers- Headphone diplays

- Headphone section- Headphones- Speakers- Headphone diplays

- Headphone section- Headphones- Speakers- Headphone diplays

- Headphone section- Headphones- Music- Headphone diplays- Headphone videos - Mirror

- Headphone section- Headphones- Music- Headphone diplays- Headphone videos - Mirror

- Isles-Check out section

- HDMI cable- Check out counter- Cashier- Cash register

- Credit card- Best Buy rewards card

- Best Buy bag- HDMI cable- Receipt

- Car

- Street lights

Listen to customer’s

request

Layout the headphone section and

organize products

Layout the headphone section and

organize products

Greet customers

Payment processing system

!

The section is not well organized, speakers are

mixed up with headphones and the same brand is

Cable section Aisles Headphones section Aisles Cash Register Exit Car

!

Best Buy only offers the

Best Buy Credit Card, which many customers are

not interested in.

SERVICEBLUEPRINT 2

Get into car and drive back home

Plug apple tv to new tv using HDMI cable

-Apple TV- New TV- HDMI cable

Home

Talks with salesperson aboutBeats Headphones

Directs her over tothe Beats display

Sales personshows her thebaby blue versions available

Say goodbyeto customer

Sales peoplehelping othercustomers andrestockingthe store.

Set clean bin on dirty dishes section

Remove dirty dishes from bin

Greeted by Entrance Attendant

Confused aboutwhere theheadphones shewants are

Constantly asked ifshe needs help canbecome intrusive

Just wants to leavethe store withoutany holdups

Stock room clerkfor resupplyingthe store.

Acquisition of pamphlets for upcoming events

-Class Rooms-Locker Halls-Backpacks

- Tables and chairs- Lighting-Entrance Attendant- Entrance doors

- Beats Dispaly Video-Variety of Headphones-Product Information-Headphone Boxes

Neutral

- Condiment table- Condiments-Straws

- Sugar- Cream-Stirring Stick

-Condiment table

- Bar- Stool

- Laptop-Bar- Headphones

- Barista- Bar-Stool

- Bar-Stool

- Mug - Dirty Dishes bin

- Laptop- Backpack

- Table- Event pamphlets - Barista

Sees friend with new Beats

Drives to Best Buy with Friends

Walk into Best Buy

Wanders around the front ailes.

Gets distracted by smaller section.

Tells her to follow him to the main Beats section

She asks if they have baby blue ones.

She browses the She asks her friend which ones.

She picks out the blue ones and goes to check out.

Friends wander around the store.

Walks through check out.

Her friends buy some candy on the way out.

Shows the attendant her receipt

Walk out to the car. Open the box in the car.

Starts wearing them immediately,

have them

Listens to music with friends

Passes the headphones around.

hang out with friends.

Attendantthanks her forthe receipt andsays goodbye

- Abercorn St-Whitaker St

- Pedestrians

Highschool Car Best Buy Entrance Best Buy Entrance Parking Lot CarBest Buy store RegistersBeats SectionHeadphone Section

- Headphone Displays-Speakers-Product packages-Music

+

-

A salesperson approaches them and asks if they need help

Customer Emotions

Line of Visibility

Line of Inner Interaction

Line of Interaction

! !!

SERVICEBLUEPRINT 2

Talks with salesperson aboutBeats Headphones

Directs her over tothe Beats display

Sales personshows her thebaby blue versions available

Sales peoplehelping othercustomers andrestockingthe store.

Greeted by Entrance Attendant

Confused aboutwhere theheadphones shewants are

Constantly asked ifshe needs help canbecome intrusive

Stock room clerkfor resupplyingthe store.

- Tables and chairs- Lighting-Entrance Attendant- Entrance doors

- Beats Dispaly Video-Variety of Headphones-Product Information-Headphone Boxes

- Condiment table- Condiments-Straws

- Sugar- Cream-Stirring Stick

-Condiment table

- Bar- Stool

Drives to Best Buy with Friends

Walk into Best Buy

Wanders around the front ailes.

Gets distracted by smaller section.

Tells her to follow him to the main Beats section

She asks if they have baby blue ones.

She browses the She asks her friend which ones.

She picks out the blue ones and goes to check out.

Friends wander around the store.

Walks through check out.

Her friends buy some candy on the way out.

Best Buy Entrance Best Buy store RegistersBeats SectionHeadphone Section

- Headphone Displays-Speakers-Product packages-Music

A salesperson approaches them and asks if they need help!

!

Say goodbyeto customer

Set clean bin on dirty dishes section

Remove dirty dishes from bin

Just wants to leavethe store withoutany holdups

Acquisition of pamphlets for upcoming events

- Laptop-Bar- Headphones

- Barista- Bar-Stool

- Bar-Stool

- Mug - Dirty Dishes bin

- Laptop- Backpack

- Table- Event pamphlets - Barista

Her friends buy some candy on the way out.

Shows the attendant her receipt

Walk out to the car. Open the box in the car.

Starts wearing them immediately,

have them

Listens to music with friends

Passes the headphones around.

hang out with friends.

Attendantthanks her forthe receipt andsays goodbye

Best Buy Entrance Parking Lot Car

!

SENSORYIMPRESSIONS

TRIGGER

TYPE

INTENSITY

DURATION

PLEASANTNESS

IMPACT

Entering building Entering building Entering building

Smell Sight Hearing

Medium-High Extremely High Low-Medium

Permanent Permanent Permanent

It smells like new electronics, plastic and

tape

The amount of things are overwhelming,

sgnage is not evident

Sounds are neutral, do not bother or create

pleasure

Smells like new, most people like this

Customer feels overwhelmed at

moment of entrance

No effect of pain or pleasure

TYPICAL USESCENARIO 1

TYPICAL USESCENARIO 2

SERVICEQUALITY

Wants to get exact headphones her friend has

Is able to buy the exact headphones as her friend’s

Since she knows exactly what she wants, she expects to go in and find them immediately

Finds them after some struggle and help because they are misplaced

Expects to be assisted if she needs it

Salesperson is insistent about providing help

Find cable section quickly

Get lost walking through the aisles

Rapid operation

Can’t find cables and then get distracted with headphones

Expect to get good rewards and points with Best Buy rewards card

Get 5% discount

Sophia, Angela and Jordan Lindsey and Mark

STRATEGIC PROBLEMSEND USER

Why are things confusing and not laid out logically?

Why are some displays not working?

Why are the prices bold and very noticeable?

Why do they have different areas for the same thing?

Why are employees constantly asking if you need help?

Why isn’t the signage noticeable?

Why don’t rewards card members feel appreciated?

Why are displays not very explanatory?

Why aren’t employees knowledgeable on products?

STRATEGIC PROBLEMSSERVICE PROVIDER -

Why aren’t displays working and employees not knowledgeable on how to fix it?

Why do employees constantly have to ask customers if they need help?

How can employees be better educated?

How can rewards card members feel more appreciated?

CATEGORY OVERVIEW

BRANDS TYPES

Dot matrixInk JetLaserPhoto PrinterDye-sublimationThermalAll in oneLED3DPortableReceipt

ACCESORIES

RibbonInk cartridgeToner cartridgePaperPrinter adaptersPrinter cablesPrinter trays and drawers

VALUE$500 and below $500 to $3000 $3000 and above

ENVIRONMENTS AND ZONES

Headphones

CamerasMobile Phones

PrintersComputers

Entrance

CartReturn

Customer ServiceCheckout

PERSONAPROFILE 1

Dan & James

“Being able to be there for my son a thousand

miles away is key.”

James recently moved to Savannah to start his freshman year at Armstrong. His freshman semester took off like a speeding train and work continues to pile up. He was useing the school printers to print papers and labs, but they have been increasingly inconsistent. It became apparent he was going to need to invest in a printer of his own. He called the man with the credit card, his dad James, and embarked on a journey to get his own printer. They found an opportunity online to buy and pick up which allows the dad to spend and the boy to get.

KEY MOTIVATORLack of consistency of school printers which have caused him to turn assignments in late.Wants to not have to leave his home inorder to simply print a sheet

of paper.

GOALSThe father and son want a smooth transaction with the father able to buy it and the son able to pick it up.Have an inexpensive quality product that will last at least four years. They would like to recieve information on multiple products and be able to compare similarities and differences.

PHYSICAL, EMOTIONAL AND MENTAL STATESEager to own his own printer.Hopes the transaction runs smoothly.Tired of crazy sales people bargering them in stores.

EXPECTATIONSThey have heard great reviews of the buy online and pick up in store process and hopes it goes as smoothly as people suggest.

PERSONAPROFILE 2

Martha, John, Lea, & Jake

“Investing in products that allow our family to

grow is priceless.”

Martha and John have watched their kids, Lea and Jake, grow up throughout the years. As they are entering their latest years of elementary school they are being assigned more and more papers and computer projects. Martha and John have decided its time to invest in a computer and printer in order for their kids to be able to complete their homework. Plus it will help them finish work projects at home and be ahead of the game in their work life. A printer for their family seems like a great and beneficial investment for all.

KEY MOTIVATORKids are growing up and need to complete more computer projects which entails printing.Having a printer will allow Martha and John to finish up work projects at home and print them off ahead of time.

GOALSTo buy a inexpensive easy to use printer for the whole family that will last them throughout their kids school career.

Be informed of the different types of printers at Best Buy and learn about which products to invest in.

Have the printer easy to set up at home and know how to properly use it.

PHYSICAL, EMOTIONAL AND MENTAL STATESExcited to teach their kids about their new printer.Hopes they are taught how to set up and operate their printer.Tired of sales people being unknowledgeable.

EXPECTATIONSMartha and John expect that the Best Buy employee be knowledgable of their products and show them how to use and set up their products before they leave the store.

ENCOUNTERMAP 1

needs a printer for school

calls dad so he can buy it

dad goes to bestbuy.com

finds printer with features son needs

orders it to be picked up at Abercorn location

son drives to best buy

walks in and heads to store pick-up counterwoman in counter

asks for order number and ID

Best Buy employee says she will be

right back

employee dissapears through

doors

employee comes back with printer

ready

signs receipt and exits

calls dad from car

installs printer and uses it to print

essay

“I need a printer for my college papers”

ENCOUNTERMAP 2

children need printer for school papers

go online to see what printers are available

walk into store

search for where printers are located

employee asks if they need help

get directed to printers

employee has to research which printer they needfind the printer

Continue to cash register

are asked if they want to sign up for

Best buy rewards

agree and check out

asked to show receipt at exit

go online to see their Best Buy

rewards points

use printer for paper due next day

“We need a printer for the kid’s school projects”

SERVICE BLUEPRINT 1

Printer breakswhen son is at school

Son calls dad to tell him printer broke

Looks at the product reviewand buys oneonline

He chooses the option for storepick up in Savannah

Dad calls his son to let him know it’s readyto be picked up

Son gets the ordernumber and his i.d. ready

Son drives to Best Buy

Chooses a spotright infront of the store

Walks into Best Buy and isgreeted by an employee

Store pick-upis to the right of the entrance

He waits in line

He hands her his

number and i.d

She types in the number and says she’ll be right back

She comes back with the printerboxed and ready to go

She has him sign a reciept

She says havea nice day and hands him the pinter

He walks out of the store happy

When he gets in his car he calls hisdad

He drives home with a new printer the same day his broke

G reet entering

customers

- printer broken- apartment

-Cellphone_Dad

-Computer-Desk-Keyboard

-Computer -Desk-Keyboard-Mouse

-CellphoneI.d. cardPaperWallet

-Car-Road- Stoplights

-Car-parking lines-Parking lot

-Entrance-Door

-Signs- People-Geek Squad

-Rope-Costumers

-Register-Computer-counter-Store Clerk

- Headphone se ction- Headphones- M usic- Headphone dipl ays- Headphone videos - M irror

-Doors-Counter-Computer

-Pen-Signature

-Bag -Doors-Cash Registers-Parking Lot

-New Printer

Home Online Online Online/ Car Parking Lot Aisles Store Pick-Up Cash R egister Exit Car Home

!

not enough product reviews for the

!

Salespeople are not very timely, they are insistent

when you have refused their help, but not present

when you need them.

!

They do not say if you canbring a student i.d. with

you or if it has to be a state issued i.d.

+

-neutral

Customer Emotions

Line of Inner Interaction

Line of Invisibility

Line of Interaction

Dad goes online and starts to research printer costs

When he getsto the counterthe woman asks how she can help

- Computer-Desk - keyboard

-Cellphone-Car-Parking lot

SERVICE BLUEPRINT

SENSORY IMPRESSIONS

TRIGGER

TYPE

INTENSITY

DURATION

PLEASANTNESS

IMPACT

Entering building Entering building Entering building

Smell Sight Hearing

Medium-High Extremely High Low-Medium

Permanent Permanent Permanent

It smells like new electronics, plastic and

tape

The amount of things are overwhelming,

sgnage is not evident

Sounds are neutral, do not bother or create

pleasure

Smells like new, most people like this

Customer feels overwhelmed at

moment of entrance

No effect of pain or pleasure

TYPICAL USESCENARIO 1

TYPICAL USESCENARIO 2

SERVICE QUALITY

Wants an easy process, dad orders, quick pickup

Process is quick and easy, ready to go

Minimal effort, no choosing, no paying

Printer is already chosen, only has to sign receipt

Expect employees to be knowledgeable of what they are sellling

Employee has to research on laptop

Expect Rewards card to have good benefits and promotions

Get only 5% of discount and have to create a Credit Card

Expect differences and features to be evident

Printers are organized by brand

Dan and James Martha, John, Lea and Jake

STRATEGIC PROBLEMSEND USER

How can displays be more informative?

Why don’t employees know about differences on each product?

How can we create a better path towards the printers?

Why aren’t there explanatory signs detailing products?

Why are there zero advertisements on products?

How can we reduce favoritism towards brands?

How can we create interactive displays?

STRATEGIC PROBLEMSSERVICE PROVIDER

Why do employees constantly have to ask customers if they need help?

How can employees be better educated?

How can rewards card members feel more appreciated?

Why are employees pushed to sell certain brands?

Why are customers not sure how to get to places throughout store?

OPPORTUNITIES

-Pointless, redundant shelves, could be used for other products-Section of store, locate in front

-Employees asking if you need help

-Ads and signage in store-More knowledgeable and trained employees-Music, ambiance, make experience less boring-Organize according to price or quality-Different part of store, move location

-Displays, practice printers where you can see the quality of the print- More advertisements

REMOVE REDUCE INCREASE ADD

VISION FORREVAMPED EXPERIENCE

We believe that the customer should feel unburdened by service staff and delighted by the product they purchase.

The customer should have access to plenty of reliable information through good display advertising. The

customer should feel capable and able to find what they need, but never be too far away from a staff member if

they need help.

THANKYOU

OPPORTUNITIES

-Multiple display areas-Non working headphone displays-Bold prices-Randomly placed -items

-Amount of product displays-Amont of employees who ask if you need help-Quantity of items displayed

-Make it easier to compare headphones-Staff during holidays-Signs and directions-Variety-Condensing product into one section-Benefits for card holdersOrganize by price rather than brand

-Better explained displays-Explanatory signs-Coherent organization-Button to call for assistance-Price check scanners on aisles-Self checkout-Trade system-Wholistic experience

REMOVE REDUCE INCREASE ADD