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Converging Research Techniques for User and Customer Experience
 

Converging Research Techniques for User and Customer Experience

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Katy is an expert in category management, a practice used widely in the world of fast moving consumer goods and credited with playing a pivotal role in the success of the multiple grocers. Put simply, ...

Katy is an expert in category management, a practice used widely in the world of fast moving consumer goods and credited with playing a pivotal role in the success of the multiple grocers. Put simply, it the science of supermarket shopping.

Insight uncovered in the grocery aisles is used to improve the shopping experience and should, in turn, drive sales & profit for the retailer and the food manufacturer. Katy firmly believes that category management is a force for good in the world and contributes directly to improving the nation's enjoyment and experience of food.

Katy will be exploring the parallels between customer and user experience and will discuss how insight gained from their category management work has helped Adams Foods to develop innovative online self-help solutions for their partners.

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This presentation is from Camp Digital, a free, one-day event in Manchester exploring some of the most important and emerging themes in the digital industry. To see more presentations and videos from the day visit: http://campdigital.wearesigma.com/2013/.

Camp Digital was brought to you by Sigma. We are a leading specialist in User Experience consulting and design, information management, and web technologies. We provide research, analysis, design, development and support services, with specific expertise in usability, accessibility, content and document management, websites, intranets and online applications.

If you think we can help you call us on 01625 427718 or email hello@wearesigma.com.

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  • Good morning everyonbe,
  • How will you know us?IDB = £2 billion in retail sales of which Adams Foods is a quarter.Kerrygold is Ireland most successful food export. Adams is the largest cheese packing facility in Europe servicing a UK market of almost £2 billion.You will know us by our main brands – Kerrygold, Pilgrims Choice & MU
  • Explain cheese catman analogy – it is better to grow the whole cheese rather than just our slice of it.People walk down a cheese aisle 33 times in a year. My job is to change their behaviour in those 33 moments.My impact must be felt in the aisle for me and my team to earn our money.
  • We are in demand more than ever right now because the world is changing.To understand how to change peoples behaviour we have to know not just what they want, but also what they lack.The growth of the online grocery channel would never have happened had shoppers not been short of cash and time and wanted to simplicity of just buying what you bought last time. This has bought yet another customer journey for me and my team to understand and exploit. Food is a great industry to be in, but it’s not for the faint hearted. It’s -viciously competitive-general public are an unrelenting and extremely smart group of people who give no second chances.Especially when cornered…. And we are really cornered right now. There is no respite from the economic struggle.
  • So how does it work ?A manufacturer works alongside the retailer to grow the whole product area, rather than just grow their slice of it.We have it in our power to change 4 things in the aisle or on the screen and what we hope is that it will change behaviour and increase sales . A simple equation. Either sales go up, or they don’t.So how do we know what to do? Insight…… we track their journey. Every minute detail of every journeyEveryone has insight, need to find interesting ways quickly and get the info out to our customers to engage them in making the change
  • Play film to 2.15 This illustrates the simplicity of people’s problems. They just want a bag that stays fressh by opening and resealing.
  • To get my insight & action to where it matters it must cut through many layers so clarity and action are paramount.
  • This is why we have launched the “Insight Portal” with the help of Sigma
  • Showcasing the sight.
  • Final thought1. The world of grocery shopper management and UX are like peas in a pod. UX’ers please consider grocery as route to market for yourself!2. Putting the insight right into the hands of those who can affect the change just got a bit more interesting…

Converging Research Techniques for User and Customer Experience Converging Research Techniques for User and Customer Experience Presentation Transcript

  • Range Of Fixture Products LayoutEveryday Price Cut Price Activity Promotions
  • Category Insight Consumer Shopper Store Retail Adams CategoryManager Agency Manager Buyer Sales Manager Type Brand Flavour Size