Phenomenon (def.):Phe*nom"e*non, A recent even that has somerelevance for the present.
Current Conditions• Hectic lifestyles• Economic downturn• Heightened need for security• Increased awareness of Health• Global connections• Community connections any additions come to mind???
Maslow’s Hierarchy of Needs When one looks to Maslow’s Hierarchy of Needs: PHYSIOLOGICAL: Health, food, sleep SAFETY: Shelter, removal from danger SOCIAL: Love, affection, being a part of groups ESTEEM: Self-esteem or esteem from others SELF ACTUALIZATION: Achieving individual potential
TheoryIntangibles support the tangible.The Phenomenal rise of QuikTrip
Mission Statement:"To be the best gasoline,convenience, and foodretailer in the eyes of ourcustomers, our competitors,and our employees."
Choices……...drinks and coffee One interviewed customer, “Jerry”, a construction worker from Acworth, Georgia said “I stop here for coffee…they have a nice selection and the coffee always tastes fresh…their prices are good and the coffee counter and areas are always wiped down, clean and free of spilled sugar and condiments”. “Gregg”, a delivery driver, said “I come here for the coffee…it keeps me going…lots of choices and cheaper than Starbucks. I stop on my way to work and again on my way home for a pick me up at the end of the day.” Satisfaction
Choices………food and goodies A customer getting a hot dog, “Terry” said “It’s all the choices…look at all these condiments!” “James”, a salesman from downtown Atlanta, said “I like the healthy choices. (Pointing to the bananas)…Bananas! And the coffee…they have a good selection, are a good option to Starbucks…and cheaper than Starbucks! Satisfaction
Convenience………well stocked and plentiful “Susie”, who works in a nearby retail store, says “they’re close, convenient, and always open...anytime! “Jan”, a 23 year old new mother, said “I’m a new mom…I stop here for milk all the time.. especially on my way home or late at night, whenever I run out!“ “Sam”, a salesman, said “It’s a fast, easy ‘in-and-out’, reasonably priced, they have just about anything you could want…except maybe clothes…oh, they have hats! And sunglasses!” “Tommy”, an office worker, said “I stop here for cigarettes. I’m here for to buy two cartons…one for me and one for my wife…I smoke a lot…so we go through a lot of cigarettes and if you run out…they’re always open…24/7! Satisfaction
Competitive Prices………gas, drinks, foods, etc. One customer “Peg”, a dental assistant, said “the gas is better priced than a lot of places…I started coming here during the gas crisis last summer.” Another customer “John”, a white collar worker, said “everything is pretty well competitively priced…where else can you buy such a large soda for under a dollar?” Satisfaction
Community………..good customer relations “Jay Fuston”, the store manager, said “It’s about building good customer relations, knowing the regulars, being friendly, clean and providing for customers’ needs. I listen to their feedback and convey it to management.” An interviewed store clerk employee, “Tyeisha”, said “I enjoy working here because of the high volume and friendly customers. I recognize many of them, they know the store and they know what to expect. I’ve worked in several of the stores…they all have the same layout, the same product lines and offerings, so I know my job no matter what store I’m working in…consistency and uniformity is what makes that possible”. Satisfaction
Consistency……design, wayfinding, products, etc. Consistent Humor! Satisfaction
Take a Guess… How many different types of coffee does QT offer their customer?
Recognition……logo, design, continuity, etc. “People don’t have a hard time navigating because all the stores are the same.” – Store Manager “I’m not sure why or what, but there’s just something about it that makes it a nice place to come.” - Male Customer Customer Service
Reliability……...24/7, well stocked, dependable “We will go out of our way to use this as a meeting point because of the large parking lot. QT has gallons of water and bags of ice. I’m partial to the hot dogs.” - Contractor “(QT is) the best company to work for – I LOVE my job!” - 23yr old female employee Customer Service
Cleanliness…Food Service Areas, RR’s, Pumps One QT manager proudly stated “we don’t do cob webs”. Safety
“Safe Place” In customer interviews, one male customer stated thatIn 1991 QT teamed up with Safe Place, an he frequents QTorganization that’s goal is to get runaway because “it is a safeand trouble youths off the street. All QT place for my wife toemployees are trained to get the youth come and I want tosomething to eat and drink while support theircontacting a volunteer who will take the business”.youth the get help they need. Safety
Take a Guess…. How many flavors of Freezonies does QuikTrip offer?
Maslow’s Hierarchy of Needs When one looks to Maslow’s Hierarchy of Needs, it is possible to attach a feature of QT to the 4 levels: PHYSIOLOGICAL: Provides food, water, shelter, rest. SAFETY: Bright lights, visibility from the staff through large upper- façade windows, security cameras for staff viewing of multiple areas at once (interior and exterior). SOCIAL: Personal and friendly customer service, knowing customer by name. ESTEEM: feeling of “I have what I need: gas, coffee, food, restrooms, cash, hopefully a winning lottery number, and a smile from the staff…my day is good, I can achieve great things!” An enjoyable, easy experience lead to a positive energy, leads to more confidence, leads to better attitude towards others and tasks of the day to be accomplished. SELF-ACTUALIZATION: Customer goes through the day thinking “Life is good!”
The Quick Trip Phenomenon of success is…Not merely based on Satisfac- tionthe built environment,but rather on theintangibles which Way findin Consi stenc ysupport the built genvironment... Layou ConveSatisfaction t nienc eService CustomeSafety Safety Visibilit y Lightin g r Service