group 2 lab assignment 3
TRANSCRIPT
East Village Gourmet Assignment 3: Proposals
Amanda Isaac Jenny Kim Yiling Yeh
Jordan Zeman
Opportunity Finding: ObservaCons
Cons
• Decreased cigareFe sales due to people quiHng
• Preference for fresh fruit and vegetables
• PotenCal tax on sugary drinks
• Not promoCng the deli well enough
• No seaCng for customers
• Small store space with narrow isles
• Healthy food is not immediately visible
• Prices are on small sCckers on products
• Deli menu is not immediately visible
• On the same block as other food establishments
Opportunity Finding: ObservaCons Pros
• Open 24 Hours • Friendly staff • Some loyal customers
• Wide variety of products • Clean, nice looking store • Bright lighCng • Ceiling fans to help with summer heat • Security system
• ATM machine inside and out • Large windows for product display • Prepared food available • Soy opCons • Newspapers for sale • Located near transit
Census Information
Proximity of other food suppliers
Opportunity Finding: Brainstorming • Adding seaCng to the store
– Outside seaCng and inside seaCng
• Free sample days for deli food
• Tote bags for loyal customers
• Making the environment of the store more appealing
– Music, Video
• AdverCsing flyers for local residencies
• PromoCng the bodega to students
• Make the storefront more aFracCve
• Have healthy opCons be more of a focus
• Make the shopping experience easier – Change the store layout to have a flow
• Have prices larger
• Bigger menu for deli
• Make the store stand out from the others
• Take advantage of the transit
Opportunity Finding: Affinity Map
SeaCng
Totes Samples
Environment
AdverCsing
Students Storefront
Health Engaging Community Keeping Customers
Customer Experience
Shopping
Prices
Menu
Uniqueness Transit
Conclusion:
The best method of engaging the community, enhancing the customer experience and keeping customers is
through a tote bag!
Scenario: Dra]
Scenario: Poster Dra] 1
QuesCon:
Do people respond beFer to text or image design on the tote bag?
Strategic ConversaCon: Cards
Strategic ConversaCon: Cards
Strategic ConversaCon: Cards
Strategic ConversaCon: Cards
Strategic ConversaCon: Cards
Strategic ConversaCon: Cards
Conclusion:
Customers prefer the use of images on their tote bags.
Strategic ConversaCon: Interviews
Manager
• felt that $15 was a high price point for an everyday costumer • wasn’t convinced how one tote would spread the word and bring more customers • liked the tote idea, but wanted to be the one who picks the drawing that would be
placed on bag • main concern was how he could bring in more people
Costumers
• same as manager, felt $15 was a high price point for an everyday bodega buy • enjoyed having a tote that had the theme of the east village • was interested in how this project could make this bodega a community bodega • excited to be part of the design process in submiHng drawing, but weren’t clear
on how the design of tote was being picked
Problems with first dra] Poster:
• Price limit to receive a bag • Does not have the customers returning
• Does not engage the customer beyond one interacCon
• Is not conducive to sharing among community
Outcomes: Final Poster
Final Poster:
• Resolves the price issue by removing a minimum purchase
• Calls the customer back to receive the tote
• Allows the customer to share the coupon with friends
Process Overview
• Tools: – Pencil & paper – Camera – Printer – Internet (research) – Cards – Affinity map
• AcCviCes: – One on one interviews – Cards le] for feedback – Brainstorming – Planning scenarios
• Who – General public – Customers – Bodega owner
• When – Cards: 4-‐2-‐2010 to
4-‐5-‐2010 – Interviews/first poster
dra]: 4-‐2-‐2010 • Where
– 217 Ave A – IDC lounge
End.