At every touchpoint, physical or digital, your customer is forming a single opinion on the value of their experience. As customers don't live in channels, global retailers have started moving beyond Omni-Channel strategies that, in many cases, focused on the channels as an end point rather than providing a true seamless experience.
During his Australian Retail Tour, Josh Sigel (former CIO of Natural Markets Food Group) shared how he created ‘Multiplex Retailing’ to improve customer value and sales by revolutionising the way customers buy groceries and cooked meals.
Key Takeaways:
-Point of Sale is going away and will become a value added Point of Experience
-Channel based solutions will be integrated to create Multiplex brand experiences
-Embrace Innovation or Face Elimination – Innovation within retail will not be a choice, it will be a necessity in order to survive
5. The term Multiplexing originated in
telegraphy in the 1870s, and is now widely
applied in communications
6. Multiplexing is a method by which multiple
analog message signals or digital data streams
are combined into one signal over a shared medium.
The aim is/was to share an expensive resource.
7. Today the expensive resource is the customer’s time and
attention. The retailer positioned to enable the customer
journey through which ever channels the customer choses
whenever the customer wants will win.
11. Natural / Organic
Grocery Sales
Traditional
Grocery Sales
“It’s Just a Fad.”
organic growth rate
MORE THAN 2X
growth rate for all food
THE NATURAL MARKETS STORY
Creating a MultiPlex Channel Brand Experience
12.
13. The total value of the organic industry in
Australia is an estimated
$1.27B in 2012
The average growth projection for the coming years is
10-15%
14. Global organic market sales are
slated to grow at an estimated CAGR of
12.9% to $105B
by 2015
15.
16. Existing operating environments
and technical infrastructure
Define and gain
internal agreement on
what the “to be” is
Define and gain agreement
on roadmap/development
and deployment plan
OUR CHALLENGES ARE NOT UNIQUE
19. Do we look at this as a POS
decision?
What about on-line ordering and
grocery shopping?
How does mobile come into play?
If we choose a platform that
everyone else has deployed how
do we create a competitive edge?
How long will it take to make
changes?
How expensive will those changes
be?
where do we begin?
20. • Our own stores
• Competitors stores, online and off
• Other consumer facing businesses
• Past work experience
Observation (The good, the bad and the ugly)1
experience design process
• Customers
• Street and analyst community
• Employees
Research2
21. experience design process
Identify & Prioritize Customer Segments3
Create a contextual end-to-end customer
journey map for each segment
4
28. in both grocery & restaurant properties
OBSERVATIONS
1 Individuals interested in eating with their colleagues
spent the bulk of their time alone
2
Ordering online and
take-out, dine-in, or get
it delivered2
Many guests were pressed for time during
peak business hours and wanted good
food quickly
29. SOLUTIONS
1
Flexible POS and Service Design
that enabled any item to be
ordered from any station and
picked up at the express
counter.
2
Ordering online and
take-out, dine-in, or get
it delivered
30. in both grocery & restaurant properties
OBSERVATIONS
3
Families were in the restaurant together
but were not necessarily interested in eating
the same food or even eating together
31. SOLUTIONS
3
Richtree Market Pass – a mobile app
with a feature called “grouping”
which allowed members of a group
to associate themselves together by
the head of the group scanning
each members Richtree Market
Pass QR code
32. 4 Payment options were “traditional”
in both grocery & restaurant properties
OBSERVATIONS
33. SOLUTION
4
Not only did we focus on any
item form any station, we also
wanted to make sure that all
payment types were accepted
at every station (no cash at
Kiosks).
This included accepting mobile
payment at kiosks.
34. in both grocery & restaurant properties
OBSERVATIONS
5
Customers made multiple purchases from multiple
stations = multiple payments and standing in
multiple queues.
35. SOLUTION
5
Strategically placed Kiosks
throughout the space to address
wait time and queuing issues. iPad
POS allowed customers service
associates to take orders while
customers waited in the queue.
36. 6
Menu and Product Information was not consistent
across all ordering points. The information that
was there such as Dietary Information and food
availability was not available or accurate.
in both grocery & restaurant properties
OBSERVATIONS
37. SOLUTION
6
Product and Ingredient
Information architecture that
powered all ordering points and
digital menus: digital menu
boards, iPad Menus at the bar
and at tables, Online ordering,
etc – all driven off of the same
point of sale product information
platform.
38. in both grocery & restaurant properties
OBSERVATIONS
7
Moms and dads had difficulty finding a safe way
to navigate AND had a hard time finding seating
that was family "friendly”
40. in both grocery & restaurant properties
OBSERVATIONS
8
Guests needed direction and clear forms of way
finding in order to ensure they got the most out
of the experience
42. in both grocery & restaurant properties
OBSERVATIONS
9 Next to speed, entertainment was still a driving
force in the selection of dining experience
43. SOLUTION
9
For those who wanted to be entertained we would deliver value
added experiences throughout and experiences were designed
with the future in mind. Interactive video wall would eventually
support ordering and promotions.
44. • Multitude of order options: Self Service Kiosk;
Mobile; Online AND integrated them to create
a Muliplex brand experience
• All forms of payment. Anywhere.
• Unique Payment Options for families and groups.
• Food related information
• Queue busters
• In-store format that makes it safe and easy for parents
with children, differently abled, and seniors to order
and enjoy their food
• The ability to grocery shop AND enjoy
We addressed the breaks in the journey and
CREATED
45.
46. Watch the case study video at ThoughtWorks.com
www.ThoughtWorks.com/clients/natural-markets-food-group
51. Service remains key and most
retailers today cannot afford to
deliver the service consumers expect.
Leverage technology to deliver service
most cost effectively.