6. Focus Areas
• We identified 9 focus areas
to work on.
• We also identified the
interconnectivity between
the different focus areas
(dotted red arrows)
• We needed the input of
CRUK & F&F reps to help us
in prioritizing our focus
areas for the project.
6
7. Focus Areas (Ranking)
• With the help of Bina De Wilde (CRUK)
& Tara Luckman (F&F)
• We got the priorities of 3-4 main focus
areas from the two companies.
• The common aspect is around
“experience” (showing in red) and we
geared our solutions around
buying/donating experience in both
F&F and CRUK
• We also took into account the current
Tesco-wide initiative (in Green), when
we devised our solutions.
7
9. Buying Experience
• The DSL team identified three purchasing
phases (Pre/Purchase/Post)
• In each phase we highlighted aspects that
are relevant to the buyer experience in
both F&F and CRUK
• We use this information to plot a “buying
experience” gap analysis
(See next slide)
9
11. Buying Experience (Glossary)
Phases Parameter Explanation
Pre-
Purchase
Clothes Scouting Assessing the type of clothes & accessories available at store
Location & Time Store location and opening times, location safety
Travel Ease of getting to shop by car/public transport, availability of parking space
Purchase
Layout Shop design, good labelling/signage, ease of navigating at store etc..
Facilities Access to toilets, ease of access to people with mobility problems, etc..
Availability & Range Product availability and range
Checkout Experience Speed of checking out, number of open tills, length of queues at peak times,
availability of self-checkout etc..
In-Store Services Good staff to customer ratio, friendliness of working staff, working staff knowledge of
product/services, etc....
Post-
Purchase
Delivery Is home delivery available? is it an expected service? Cost of deliver?
After-Sales Support Return policy, after-care support, availability of customer services online/phone/in-
store
Recommendation Would you recommend the store to friends/family based on your shopping
experience? 11
12. Donating Experience
We used the same principle to analyse
gaps in the donation experience to draw a
donation experience gap analysis.
12
13. Donating Experience (Glossary)
Phases Parameter Explanation
Pre-
Donating
Awareness Awareness of the existence if the charity shop and it’s activities
Product Scouting Assessing the type of clothes & accessories that will be accepted for donations
Location & Time Store location & opening times,
Travel Ease of getting to shop by car/public transport, availability of parking space
Donating
Signage Ease of finding the “donation station” location in-store
Atmosphere Shop design, look & feel
Donation Processing Speed by which donations are collected, how does the donated items being treated
Customer Support Stuff’s knowledge of the donation process, donation handling and query about the
charity’s overall services
Checkout Experience Speed of checking out, number of open tills, length of queues at peak times
Post-
Donation
Appreciation Form of recognition for donating items to the charity’s shop cause
Recommendation Would you recommend friends/family do donate items to the charity shop based on
your donating experience?
13
15. Data Gathering Methodologies
What How
Desktop Research Secondary Research
Surveys & Questionnaires Competitive Product Survey, Surveys & Questionnaires
Observations Character Profile, Fly-on-the-wall, Cognitive Task Analysis, Error Analysis,
Flow Analysis
Interviews Extreme User Interviews, Be Your Customer, Scenario Testing*, 5 Whys,
Word-Concept Association,
Prototyping Experience Prototype*, Try It Yourself, Draw The Experience*
* Permission Required
15
16. Actual Data Collected
What How Status
Desktop Research Secondary Research
Surveys & Questionnaires Competitive Product Survey, Surveys & Questionnaires
Observations Character Profile, Fly-on-the-wall, Cognitive Task
Analysis, Error Analysis, Flow Analysis
Interviews Extreme User Interviews, Be Your Customer, Scenario
Testing*, 5 Whys, Word-Concept Association
Prototyping Experience Prototype*, Try It Yourself, Draw The
Experience*
Notes
* Permission Required
Bolded sections in the “How” column, were the only form of data collection that we were able to gather.
16
17. Research Methodologies (Glossary)
Area Technique Explanation
Desktop Research
Secondary Research Database Research (Mintel, Scopus etc.)
Historical Analysis Compare features of an industry/organisation/segment/group
Surveys &
Questionnaires
Competitive Product Survey Analyse competitor’s products/services
Surveys & Questionnaires Ask series of targeted questions
Observation
Character Profile Generating personas
Fly-on-the-wall Observe behaviour about interfering with people activities
Cognitive Task Analysis Listing and summarizing users sensory input and actions
Error Analysis List all things that can go wrong and determine causes
Flow Analysis Represent the flow of information of activity/process
17
18. Research Methodologies (Glossary)
Area Technique Explanation
Interviews
Extreme User Interviews ID individuals who are extremely familiar/unfamiliar with a product
Be Your Customer Ask the client to describe/outline/enact their customer experience
Scenario Testing* Show users a series of cards depicting possible future scenarios
5 Whys Ask why 5 consecutive times for deeper understanding
Word-Concept Association Ask people to associate descriptive words of product/service
Prototyping
Experience Prototype* Create a prototype and test in-store with customers
Try It Yourself Use the designed prototype yourself.
Draw The Experience* Ask participants to visualize an experience through
drawing/diagrams
18
19. Data Gathering Challenges
• Questionnaires
• Ethics Committee
• Time Problems
• Interviews
• People didn’t collaborate
• Small sample size – 40 Interviewees
(Bletchley & Cambridge)
• Applied Contingency Plan
19
20. Buying Experience (CRUK)
Main things identified
• People tend to shop at their closest
charity store (distance wise)
• People shop at charity stores because its
cheap (not necessarily caring about the
charity aspect)
• Changing rooms used as storage space
• People were not interested in a delivery
service
• Customers happy with buying experience
in store
• Very please with staff interaction
(friendly, approachable)
• Options to return items if receipt is kept
• People often recommend family and
friends to donate
20
21. Buying Experience (F&F)
Unable to complete graph
because questionnaires were not
given ethical approval from
Cranfield in the time allocated
21
22. Donating Experience (CRUK)
Main things identified
• Some donors are unaware what they can
donate
• People tend to donate at their closest
charity store (distance wise)
• Donation process is unorganized / unclear
(no obvious space for donation bags)
• It is not obvious how to donate in store
• People donating in store did not need any
extra recognition, they understood the
value of donating
• People often recommend family and
friends to donate
• Very please with staff interaction
(friendly, approachable)
22
25. Charity Market Growth (UK General)
• Annual gross income (£bn)
steadily rising from 1999 to 2011
• Despite sharp drop in number of
charity bodies in both 1999 &
2008.
• Drop in 1999 attributed to:
• Dot.com bubble burst
• Economic Recession
• Drop in 2008 attributed to:
• Credit crunch (2nd recession)
£-
£10.00
£20.00
£30.00
£40.00
£50.00
£60.00
154,000
156,000
158,000
160,000
162,000
164,000
166,000
168,000
170,000
172,000
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
1999-2011 Charity Market Growth
Number of Charities Annual Gross Income (£bn)
Source: Mintel 2012 (n=1431) 25
26. Donation Distribution (UK General)
0% 10% 20% 30% 40% 50% 60% 70%
Charity Donation Distribution
Aids Research Mental Health The Elderly
Heart Research Animal Welfare Hospitals & Hospice
Children Poppy Day appeal Cancer Research
Source: Mintel 2012 (n=1431)
• 57% of donated money goes to
cancer research charities.
• Closely followed by Poppy Day
appeal, 55%.
26
27. Donors Attitudes (UK General)
70%
61%
42%
36%
33%
25%
20%
17%
10%
6%
5%
0% 10% 20% 30% 40% 50% 60% 70% 80%
I don't like being phoned by charity canvassers
I don't like being stopped on the street
I tend to give money to charities that have some personal relevance to me
I don't think the charities pass on enough of my donation to the actual recpient
I feel reluctant to donate to some charities as I do not understand their purpose
It's difficult to refuse a donation when someone comes collecting at your door
I have already/would be happy to leave something in my will
I prefer to donate online as it's more convenient
Shock advertising making me uncofortable
I donated in response to email
I donated in response to text message
Source: Mintel 2012 (n=1431)
27
29. Clothing Retail Brand (UK General)
Key Findings:
• Crowded product position (New Look, H&M,
George at Asda)
• Brands with high product differentiation and high
public trust got higher % usage across all ages
(M&S, Next, Primark)
• Opportunity to F&F to improve public trust
through charity association.
Source: Mintel Aug 2014 (2000 Interviewees), bubble size = usage %
29
30. Brand Personality (UK General)
Key Findings:
• Area of improvement with users prospection of the F&F brand and products line
• Opportunity to F&F to improve public trust through charity association.
Source: Mintel Aug 2014 (2000 Interviewees)
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
User Satisfaction
Excellent Good Average Poor Unsatisfactory
30
31. Brand Attitude (UK General)
Key Findings:
<£9.5K and £50K+ earners:
• 37%/38% willing to buy from brand that donate to
charity
• 30%/31% might switch to a brand that donate to a
charity
• 27%/25% willing to pay more for brands that
donate to charity
37
30
27
30
20
13
33
21
16
35
25
16
38
31
25
0
5
10
15
20
25
30
35
40
Prefer to buy from brands
who donate with charity
Might switch to a brand
that donate to charity
Willing to pay more for
brands that donate to
charity
In%
Brand Attitude
Under £9,499 £9,499-15,500 £15,500-24,999
£25,000-49,999 £50,000 or over
Source: Mintel 2012 (n=1431)
37% 31%
31
35. Geographical Coverage (General)
• The ratio between an F&F shop
to CRUK shop is 1:2
• Instead of opening new shops in
the UK, CRUK might want to
leverage Tesco nationwide
network (2596 shops), and by
doing so saving money.
• Our Donation Station solution
might be the most cost-effective
method for CRUK to do.
35
37. Shoppers Personas (F&F)
• F&F targets both male and female
under 25, looking for budget-led
yet fashionable clothes.
• From the interviews we conducted
there isn’t a clear cross-
over/linkage between their
shopping habits and their attitude
for making donations in general or
CRUK specifically.
• Part of our solutions is to increase
awareness on the CRUK and F&F
collaboration, and raise their
interest in donating in general.
Source: Google Images
37
38. Shoppers Personas (CRUK)
• All the three CRUK shoppers
personas are our target
audience for this project.
• Some of our solutions aim to
increase their footfall in
different branches of CRUK
nationwide.
• At the same time to increase
their awareness on the
collaboration between F&F and
CRUK and to increase F&F
brand value.
38
39. Donors Personas (CRUK)
• These two personas aren’t
our main target audience
from the donation
experience aspect.
• Although some of our
solutions will potentially
enhance their already
existing activities in CRUK.
39
40. Donors Personas (CRUK)
Target Audience
• The painless, unaware and
“no time” personas, are the
ones we’re targeting from
the aspect of the donation
experience.
• We identified a gap pointing
to these personas, that can
be easily filled with solutions
that will make the donation
process effortless, and at the
same time increase general
awareness on CRUK’s
activity.
40
41. Donors Typology (UK General)
28%
31%
41% The Indifferent
Personal Causes
The Altruist
Source: Mintel 2012 (n=1431)
41
42. Donors Typology (UK General)
The Altruist (41%) Personal Causes (31%) The Indifferent (28%)
11.4m adults 16+ 8.9m adults 16+ 7.9m adults 16+
• Who are they?
• Higher female skew, with 57%
female and 43% male
• A fifth are aged 16-24, whilst
over a quarter (27%) are over
the age of 55
• More likely to live in suburban
and rural locations (41% and
22% respectively)
• Highest proportion of retired
adults (18%)
• An equal gender split
(50%/50%)
• Over four in ten (42%) are aged
16-34
• Over four in ten (46%) live in
urban locations and in particular
17% live in Inner and Greater
London
• 41% are in full-time
employment
• Over four in ten (44%) have
children living in their
household.
• Higher male skew, with over half
(54%) male and 46% female
• Main concentration in the mid-
age ranges – 44% are aged 35-
54
• Mainly live in urban and
suburban locations (82%)
• The highest proportion who are
employed full-time (42%)
• Most likely to be married or
living with a partner (64%),
while least likely to have
children living with them (33%).
Source: Mintel 2012 (n=1431) 42
43. Donors Motivation (UK General)
Source: Mintel 2012 (n=1431)
• Main influence for making a
donation is if the person in
question is being asked by a
friend or family member
• Vast majority of under <24 are
highly influence by both altruism
and family/friend requests.
• The main donation motivation
for 45+ is family/friend requests.
70%
63%
52%
56%
49%
46%
53%
46%
43%
31%
42%
30%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Asked By Friend & Family Feel Good About Myself
Age 16-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+
43
46. Shopping bag redesign
• Repurposing F&F shopping bags and using
them as collection bags
• Printing motivational quotes to increase
F&F shoppers awareness on the cross-
collaboration with CRUK
• To increase F&F shoppers general
awareness about F&F and Tesco-wide
community activities around charities46
47. Cancer Information Leaflets Placement
Placing information leaflets inside product
packaging, e.g.:
• Men underwear – Testicular Cancer Leaflet
• Women lingerie – Breast Cancer Leaflet
• Swimwear – Skin Cancer Leaflet
… etc. 47
48. Awareness Labelling
(CRUK Stores)
Placing awareness labels on de-branded
clothes at CRUK shops, to increase CRUK
shoppers brand awareness on close
collaboration between F&F and CRUK 48
49. Discrete Labelling
(F&F Stores)
Placing inspiration quotations that begin in S,
M or L (for clothes sizes), this solution is to
increase F&F shoppers overall awareness to
making donations. 49
51. Aims of the HUHY scheme
Get more young people donating
Raise awareness about peoples charity involvement
Hit one of Tesco/F&F main aims (helping young people)
Improve peoples employment opportunities
Anyone can apply but focused towards >25 year olds
51
52. Donation SchemeDonation Station
Aims of donation station:
• Leverage Tesco’s Nationwide Network for charity purposes
• Setting-up Donation Stations at various Tesco Shops
• The aim is to gear regular F&F and Tesco shoppers to donate to
various charities
• The Donation Station is interchangeable with other charity
causes
• Promotion can be done through competitions, whereby
winners can win Tesco CardPoints/in-store discounts
52
54. Additional Solutions (1/3)
Solution Description
F&F and CRUK - Receipts amount
of money collected
To give CRUK shoppers a token of appreciation for their efforts in
shopping for goods in-store, we would recommend showing the total
amount that has been collected by the store branch e.g. “Thank you for
shopping with us, so far CRUK Bletchley raised a total of 709.12£ this
month to fight cancer”.
F&F - Round-the-Pound • At checkout point (online/at-the-till), shopper will be asked on
whether they’re willing for the total payment to be rounded-up and
the difference will be donated to charity.
• e.g. total to pay 14.99, rounded-up to 15.00, 0.01 will be paid to
donation.
CRUK - Better signage • To attract additional shoppers footfall to CRUK, a better signage in-
store is required.
• The signage could be based on the followings: seasons -
Winter/Summer/Autumn sales; categories - Men/Women/Children;
special sales/discounts etc..
54
55. Additional Solutions (2/3)
Solution Description
CRUK - Hole in the wall From observation it was clear the donation process in CRUK shops lacks a
consistent process, bags are left around causing possible trip hazards. A
‘hole in the wall approach which allowed donated items to placed into a
bank attached to the shop could reduce hazards created by bags lying
around.
F&F - Fitting rooms advertising From observation fitting rooms are aesthetically not very appealing,
could be used as an opportunity to place advertisements such as leaflets
with information of how to donate to one of Tesco's charity supported
organizations.
CRUK - “appreciation” donations
station
There are many donation stations from different charity organizations
around almost every city in the UK, but to donate through one of this
containers is a “cold” process, there is no much difference between the
act of putting your old clothes in one of this than in a trash bin. What we
propose is a “reactive” donation container, which have all the pros from
an ordinary container, but using the donation bag’s weight gives feedback
to the donors. This feedback could be a sound, a recorded message or a
light, anything that can mean “thanks” to the donors.
55
56. Additional Solutions (3/3)
Solution Description
CRUK - Collecting donations from
students
There are several universities around the UK which have a large in transit
foreign population. Therefore, and based in the max weight that airlines
permit on board and the extreme UK weather, foreign students will fly
back to their countries leaving behind clothes and accessories. To place
an in-campus donation station is not enough, this must be supported
with an awareness campaign.
F&F - promotions on receipts To encourage people to donate, F&F could print at the end of their
receipts a discount for next purchase but it will be activated only once
the person donate something to any charity shop working with Tesco. So
for example, if I donate something, I should show the receipt and the
charity shop staff will have to scan it to activate the code, which will be
ready to use as a discount next time in F&F.
56
