START OVER STRATEGY
for tomorrow’s future

Moving From Omni-Channel to the
MULTI-PLEX BRAND EXPERIENCE
Joshua C. Sigel

SINGLE-
CHANNEL
MULTI-
CHANNEL
OMNI-CHANNEL
CATALOG
CATALOG
Evolution of the Retail Shopping Experience

MULTIPLEX
brand experience

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?

• Our own stores
• Competitors stores, online and off
• Other consumer facing businesses
• Past work experience
• Customers
• Street and analyst community
• Employees
Observation (The good, the bad and the ugly)1
Research2
experience design process

experience design process
Identify & Prioritize Customer Segments3
Create a contextual end-to-end customer
journey map for each segment
4

Retail Food Food Service

Guiding Principles
1platform
create a
JOURNEY
leverage our
smaller
size
let
history
inform
the
future,
not drive
the it
LETGUESTSCHOOSE
quickly move
from
DECISION
to
ACTION

Digital Shoppers
Multi-channel buyers
Researchers
Physical store buyers
OUR CUSTOMER

13
WHERE IT
STARTED

in both grocery & restaurant properties
OBSERVATIONS
1 Individuals interested in eating with their colleagues
spent the bulk of their time alone
2
Many guests were pressed for time during
peak business hours and wanted good
food quickly
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

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
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

4 Payment options were “traditional”
in both grocery & restaurant properties
OBSERVATIONSSOLUTION
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.

in both grocery & restaurant properties
OBSERVATIONS
5
Customers made multiple purchases from multiple
stations = multiple payments and standing in
multiple queues.
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.

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
OBSERVATIONSSOLUTION
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.

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”
SOLUTION
7
Created the Richtree
Market Garden where
children could play
while parents watched
them while enjoying a
great meal.

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
SOLUTION
8
Holographic Host & Brand
Ambassador and Digital
displays throughout the
space.

in both grocery & restaurant properties
OBSERVATIONS
9 Next to speed, entertainment was still a driving
force in the selection of dining experience
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.

NEXT GENERATION
RETAIL ARCHITECTURE

INFRASTRUCTURE
(NMFGasanexample)

• 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

Q&A

Joshua@Sigel.com
@JoshuaSigel