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Persona Powered Content StrategySpartanNash
Prepared For: Human Resources Group West Michigan | 12.7.15
Presented by: Daniel Eizans | Director of Digital Experience
ABOUT SPARTANNASH
SpartanNash Copyright 2015 | Private and Confidential
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HI. I’M DAN EIZANS
SpartanNash Copyright 2015 | Private and Confidential
About Me: I’ve been a journalist, student of neuroscience,
a marketer, a strategist and planner at two of the world’s
largest advertising agencies and a consultant. Now, I’m
the director of digital experience at SpartanNash.
Organizations I’ve Worked With:
Automotive - Ford, Chevrolet
CPG: Olympic Paint
Retail: SpartanNash, Lowes
Finance: - Quicken (TurboTax)
Government - EPA, CDC, FAFSA, FBI
Non-Profits – The National Safety Council
Healthcare - Kaiser Permanente, McClaren, MetroHealth
Military - The United States Navy
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OUR COMPANY
SpartanNash Copyright 2015 | Private and Confidential
►  Distribution Centers – 26 DCs across SpartanNash,
Military and Independent Network
►  Military – Serves ALL military commissaries and 550
exchanges in the US and Europe
►  Retail: 160+ Corporate Stores
1,900 Independents
11,000 Dollar General location with
exclusive tobacco distribution
130 Dollar General Market stores
237 Dollar General Plus stores
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OUR CUSTOMERS
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ASSOCIATES = CUSTOMERS
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SpartanNash Copyright 2015 | Private and Confidential
SpartanNash Copyright 2015 | Private and Confidential
Persona Powered Content Strategy (Human Resource Professionals)
Persona Powered Content Strategy (Human Resource Professionals)
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SpartanNash Copyright 2015 | Private and Confidential
OUR OPPORTUNITY:
RETAIL REINVENTION
Over the past decade, grocery retailers have been facing change at
an alarming rate. Today, we are experiencing:
•  A literal “dying off” of our most profitable customer base
•  Stagnant levels of customer satisfaction
•  Declines in year-over-year same store sales
•  Innovative competition and peers aggressively adapting to
market changes
MISSION AS METHODOLOGY
We used our mission and vision as a springboard for our brand reinvention plans. The mission’s goal in developing
“impactful solutions” paired with our vision’s desire to feel “local,” is at the center point of our experience strategy.
MISSION. To	
  leverage	
  exper,se	
  in	
  food	
  distribu,on	
  and	
  retail	
  to	
  
develop,	
  ac,vate	
  and	
  provide	
  impac8ul	
  solu,ons	
  that	
  exceed	
  
expecta,ons	
  for	
  associates,	
  customers	
  and	
  partners.	
  
VISION. A best-in-class business that feels local, where
relationships matter.
CORE VALUES. Customer Focus, Innovation, Patriotism,
Teamwork, Respect, Integrity, Accountability, Celebration & Fun.
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WHAT IS A PERSONA?
SpartanNash Copyright 2015 | Private and Confidential
SpartanNash Copyright 2015 | Private and Confidential

A Persona Is:
•  Researched
•  Fact Based
•  Targeted
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SpartanNash Copyright 2015 | Private and Confidential
“FRANKEN-PEOPLE”
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Personas are made up of real pieces of user research,
and secondary information composited together to
form an amalgamated “person” representing a target
audience.
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Jenny | The Working Mom
About Jenny
Jenny is a budget and health-conscious shopper. She cares about what her family eats.
She is responsible for a great deal of her family's grocery shopping and is also the one
to organize activities for the children. Jenny often shops after work and goes to the store
on her way home. She shops a few times a week.
Jenny loves spending time outdoors and has a very active family. She kayaks, runs and
often does yoga with her friends. As part of her practice and focus on health, she has
aspires to be a better cook and maintains a host of Pinterest boards focused on healthier
eating. Despite being more expensive, she'll spend more for Organic, Non-GMO and
cage free items.
How Jenny interacts with Family Fare Supermarkets
Jenny shops at several different stores depending on what her family's needs are that
week. She uses Family Fare only because its convenient. The size allows her to get in
and out quickly and she knows where things are. She wishes there were more products
she could trust.
When she does use the store, she uses digital coupons, reads labels and only shops the
perimeter because she buys center store items elsewhere. She is price aware and
spends $25-30 when she visits the store.
She often buys organic and free range items and prefers seafood that's sustainable and
wild caught. She likes artisan breads and fresh items for her family. She typically doesn't
use our pharmacy and prefers using Costco for gasoline because she can get it cheaper
than Quick Stop. She uses our yes Card and digital coupons, but doesn't open e-mails.
Before hitting the store, Jenny modifies her list and may or may not have knowledge of
what's on sale. She isn't adverse to private brands, but leans towards organic options.
She is willing to spend a little more to offer better health options for her family.
Jenny's Shopping Mix
Other stores Jenny includes in her weekly shopping trip include: Meijer, Target, Trader
Joe's, farmers markets and Costco.
She may not stop at Family Fare every week. Because she enjoys shopping at the
Farmer's Market and Target she leans in that direction. There isn't anything that inspires
her to make an extra effort to come tot the store.
Jenny's Needs:
Jenny needs to have her decisions to do better things for her family validated. She wants
experiences from stores that allow her to explore her desire to be healthier and be a
better cook, while staying on a reasonable budget.
"Grocery shopping is really time
consuming. I pick stores that give me
healthy and simple solutions that will
save me time and feed my family."
Age: 31
Location: Byron Center, MI
Language: English
Education: Bachelor's Degree
Work Life: Jenny is a busy mom and part time sales
clerk at a women's clothing store. She works closely
with customers and takes great pride in her work.
She opens the store three days a week and is back in
time to retrieve her children from the bus.
Home Life: Jenny is married with two children. She
She and her husband are active and outdoorsy. They
enjoy camping, hiking, kayaking and chasing their
kids through the yard every night.
Household Income: $75k per year
Digital Life:
Jenny uses a Samsung Galaxy Note 3 because she can read, text
and use its phone capabilities. She uses Skype to stay connected
with friends and family through video chat. Her favorite social
networks are Instagram and Pinterest but she uses Facebook to
stay in touch with old classmates and share photos of her children.
Jenny follows blogs, and considers herself to be a "foodie" even
though she doesn't feel like she's the world's best cook just yet. She
tries new things in the kitchen often.
She and her husband use Amazon Prime and are comfortable
making purchases both large and small via the Internet. She has
even ordered several things using her phone.
Her family ships things they like directly to the house and she is very
comfortable using services that offer great convenience and save
them time (e.g. Uber, Amazon, Shutterfly, online reservations).
Jenny most frequently uses her phone and laptop. She spends 10
hours per week online.
Technology and Media Diet:
• She's very comfortable with digital, She often texts friends and
has a robust data plan to keep her connected to the internet when
she's on the go.
• At work, Jenny uses a Dell PC to log information or look things
up. She is very comfortable with basic computer programs.
• Her family uses the Internet for all their news and for streaming
TV shows and Movies. She and her husband use both Netflix and
Amazon Prime Instant Streaming. She likes network sitcoms and
food shows and travel programming.
• Jenny reads a few magazines including Elle, Entertainment
Weekly, People, The Atlantic and Real Simple.
• She and her husband love to travel and have a robust wishlist on
Airbnb that they one day hope to start checking off.
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Jenny's JourneyLevelofInteraction
What's For
Dinner?
Event Based
(Out of Town
Guest, Bday) Plans on the fly
and has a list of
rotating items.
Often plans at
work or on the
go.
Plans visit based
on daily need,
and what will
inspire her/be
entertaining.
Grabs a basket,
not a cart.
Receives weekly
e-mail but does
not open. Wishes
there was texting
notifications
Unloads groceries, stocks
pantry and returns re-
usable bags to her car.
Zero Moments of Truth Planning ReturnShopping Purchase
+
+
+
Commitment to Family Fare
Satisfaction of Shopping Experience
Likelihood to recommend Family Fare
Importance of in store Experience
-
-
-
Motivators
Social/Community
Personal Process/Workflows
Milestones/Moments of Truth
Content Seeking/Research
Online or Offline Tools
+-
Competitive Shop
Mobile phone
notification from
competitor
Searches for
new meal/
plan or recipe
to try
Clips digital
coupons
Collaborates with
husband over
text re: trip
Adds two extra items
to her basket because
she sees tags that
indicate a sale.
Goes to whatever line is
the shortest to get on her
way. Uses her yes card to
get advertised prices and
cash in digital coupon.
Heads to fresh
department, is
frustrated with
holes in
assortment
Bags her own groceries in
reusable bags and takes
them to her car on her own.
Pays using
Google Pay
Texts husband to
pick up or order
out of stocks.
Searches for meal
solutions to add her
basket to pair with meat
from the fresh case and
buns from bakery
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YOUR TARGETS?
• 73% of 18-34 year-olds found their
last job through social media
(Aberdeen)
• 51% of workers who currently have
a job are either actively seeking, or
open to a new job.
• 300 million Google searches each
month are employment related
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YOUR TARGETS?
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UNDERSTAND THE JOURNEY
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DESIGN A CONTENT CURRICULM
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Pg. 18
Engagement: Lifestyle
Hook
Sustain
"Green"
Community
Playbook
Dealership
Visit
Ford.com
car page
Article, Story,
Challenge, etc.
Create
Social.Ford
account
Tweet
3rd party
affiliate blog
Questions
& Answers
Articles, Stories
& Media
Challenges
Follow or
answer a
question
Follow
challenge
Earn first
"Green"
badgeupdates to the "green"
community playbook
Repeat Engagement/
Graduation
comments or updates to
"pinned" content
people similar to you
• Update and prompt to
further complete
personal playbook
1. Cookie/session tracking of
metadata in content you've
interacted with to serve
relevant content/people
2. Show collection of
interacted content to jump
start a personal playbook
Post
Dealers sets up customer
Social.Ford profile at dealership
"I can see all the community content of
people like me, trying to be "green" and what
they're doing with their Ford
SHOPPER
Related lifestyle values/community
Get all "green" content
Navigation & way finding by lifestyle values
Mark as relevant
Save to my
Playbook
By acting on content, your
playbook is already being
built, sign up to keep it!
collect name & email
or social sign-on
Challenge: "test drive
2 'green' cars"
PROMPT
INACTIVE
USERS
EXPERIENCE STRATEGY
CONNECT PEOPLE TO PEOPLE
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RESEARCH METHODOLGY
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CONTEXTUAL INQUIRY
Contextual inquiry is a structured form of
interviewing that allows the research team to:
‣  Gather interview data
‣  Understand ethnographic insights
‣  Capture physical behaviors and work patterns
The data gathered helps inform everything from
personas, to product design, to workflow/
workplace modification, to content strategy.
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CONTEXTUAL INQUIRY: WHAT IT IS
User Interview
(Influenced by Designer/Strategist)
Contextual Inquiry
(Influenced by designer, user and strategist)
Observation
(Influenced by end user)
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CONDUCTING INTERVIEWS: NEEDS
Keys to a successful interview are:
‣  An interviewer for formal questioning
‣  An observer for recording physical behaviors,
workflow models and note taking
‣  Trust between interviewer and subject
The interview is about building a relationship. Even if
we feel like we have the right answers, our effort
should focus on developing a shared interpretation of
an activity or work.
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CONDUCTING INTERVIEWS: GOALS
Key outputs of contextual inquiry should be:
‣  Watching and probing to observe users as they work
and inquire to understand motivations and
strategies
‣  Learn from the user perspective, even you feel like
you know the “answers”
‣  Look for gaps in what a user is leaving out and ask
questions to fill them
‣  Gather both concrete and abstract data to have
them focus on actual artifacts and actions
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THE INTERVIEWER ROLE
In traditional user interviews, the interviewer asks users
a series of questions that relate to the business
objectives or research goals. In contextual inquiry,
interviewers must:
‣  Be a facilitator of conversation AND of behavior
‣  Make the participant feel like an expert, in whatever
they’re doing
‣  Ensure that the interview environment is contextually
relevant to the research or tasks to be addressed
‣  Ensure the participant articulates the processes and
methods for work as he/she is doing it
Photo:	
  Columbia	
  Pictures	
  	
  
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THE OBSERVER ROLE
The	
  observers	
  role	
  in	
  contextual	
  inquiry	
  is	
  to	
  do	
  just	
  
that…	
  observe.	
  The	
  goal	
  of	
  having	
  an	
  observer	
  on	
  
hand	
  is	
  to	
  
‣  Document	
  physical	
  behaviors	
  
‣  Understand	
  how	
  the	
  environment	
  (context)	
  affects	
  
the	
  par,cipants	
  ability	
  to	
  complete	
  a	
  task	
  or	
  
perform	
  work	
  
‣  Note	
  paPerns	
  that	
  emerge	
  from	
  one	
  interview	
  to	
  
the	
  next	
  
‣  Take	
  photographs	
  or	
  video	
  	
  
	
  	
  SpartanNash Copyright 2015 | Private and Confidential
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THE PARTICIPANT ROLE
Participants in contextual inquiry research are equally
as responsible for the outcome as the interviewer and
observers. Participants are responsible for:
‣  Doing and answering
‣  Showing the observer and interviewer complete tasks
‣  Avoiding assuming that the interviewers will
understand “why” something is being done
‣  Talk to the researchers level of understanding (avoid
jargon)
34	
  
Photo	
  -­‐	
  DG	
  EMPL:	
  hPps://flic.kr/p/7yh1oF	
  	
  
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CONDUCTING THE INQUIRY
The most important thing to remember when doing
contextual inquiry is to avoid things like conference
rooms, Skype or usability centers. Participants must
be in their own environment (home, office, workspace,
etc.)
‣  I typically send out an email to participants to outline
goals, rules of engagement and profess my
ignorance
‣  On arrival, note ambient factors (lighting,
temperature, time of day, layouts of things,
observable culture, artifacts present, etc.)
‣  Begin the session with a short questionnaire
35	
  
Photo	
  -­‐	
  Mark	
  Hunter:	
  	
  hPps://flic.kr/p/aZdRXi	
  
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CONDUCTING THE INQUIRY - CONTINUED
‣  After your short questionnaire, note that you’ll be
doing something completely different and set them
to work
‣  Ask questions that arise during the completion of
task, keep the interview free flowing and adjust as
needed
‣  Ask specific questions relating to their thought
process, task, and ensure that they feel like their the
expert
‣  Work up to an hour, be ready to move locations if
necessary (e.g. workstation change or an
environmental stimuli requirement)
36	
  
Photo	
  -­‐	
  Jeff	
  Swaim:	
  hPps://flic.kr/p/e5fATs	
  
SpartanNash Copyright 2015 | Private and Confidential
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CONDUCTING THE INQUIRY - CONTINUED
‣  Document, document, document
‣  Photograph, photograph, photograph
‣  Ask, ask, ask
‣  Ask again
‣  Spend two hours on analysis for every one hour of
inquiry
37	
  
Photo	
  -­‐	
  Marco	
  Arment:	
  hPps://flic.kr/p/411AnZ	
  
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PREPARING FOR INTERPRETATION
During your interview be sure to:
‣  Avoid lots of open ended questions that provide less
chance for interpretation
‣  Strike a balance between probing for what you sense
as a pattern and allowing the participant to work
freely
‣  Cycle between observing, probing and interpreting
‣  Be flexible but be consistent in the type of person you
are so that trust will develop
38	
  
Photo	
  -­‐	
  Hans	
  Splinter:	
  hPps://flic.kr/p/5tWKPt	
  
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Annette | The Busy Head of the Household
About Annette
Annette is fully aware of her family's needs, budget and preferences. She takes great
pride in knowing what everyone in the house needs, likes and desires. She often plans
activities for the family and is typically the the one who cooks, cleans and shops for the
family on a weekly basis. Because she works and cares for her children, Annette is often
pressed for time and typically shops at a few stores once a week, on Saturdays or
Sundays.
When she's not overwhelmed by her home life and work, she takes a little time to read,
watch television and spends time with women from her neighborhood or church. Annette
has very little time to herself and often looks to the internet, magazines or television for
inspiration.
How Annette interacts with Family Fare Supermarkets
Annette shops at several different stores depending on what her family's needs are that
week. She likes shopping at Family Fare because it's convenient, fast and the
employees are friendly. She shops the entire store and looks for deals when they're
available. She tends to spend the bulk of her visit in fresh areas because she likes that
our stores offer fresh meat and that our produce is fresh. She spends an average of $66
or a little more each week.
She buys some organic items and often experiments with specialty items because her
daughter has a peanut allergy. Whenever possible, she tires to buy healthy and light
options for her family despite their protests. She uses nutrition tags and is an occasional
user of the pharmacy and Quick Stop. She uses our yes Card but hasn't taken the time
to set up digital coupons.
Before hitting the store, Annette reads through the weekly ad and often clips coupons to
save a little money. She isn't adverse to private brands, but is also willing to spend a little
more for the brands that her family prefers.
Annette's Shopping Mix
Other stores Annette includes in her weekly shopping trip include: Meijer (for non-
grocery, center store and convenience when shopping for household goods), Aldi,
Target, membership warehouses, and other conventional grocery stores.
While she always makes a stop at Family Fare, she will chase a deal when one is good
enough and may purchase items she normally gets at Family Fare at another store to
save time. She's also prone to switching brands or items if she's influenced by a store
demonstration that she often sees in warehouse stores.
Annette's Needs:
While she's a creature of habit, Annette is easily influenced by her friends, favorite
shows and her children. She tries new food trends but often falls back into her old habits
or bends to the wishes of her family.
LevelofInteraction
"I cook whenever I can and try my best to
do things that keep my family happy and
healthy. I need a store that keeps me
going without breaking the bank."
Age: 47
Location: Kentwood, MI
Language: English
Education: Bachelor's Degree
Work Life: Annette works part time as a clerk in her
local library system. She works hard and is proud that
she's able to help pay the bills and contribute support
to her family of five. She works three days a week
and spends her off days caring for the family home.
Home Life: Annette is married with three children.
She also has a labrador retriever and a cat. She and
her husband enjoy supporting their children's various
activities and spending time with friends. They spend
a great deal of time outdoors and with neighbors.
Household Income: $85k per year
Digital Life:
Annette uses an Apple iPhone. She's not a power user, but enjoys
playing games when she gets a break at work or when she has a
few minutes to herself. She uses Facebook to stay in touch with old
classmates, and keep an eye on her children but doesn't post often.
She understands twitter but prefers to text with her friends.
Annette follows blogs, and likes to look at Pinterest when she's
looking for inspiration for improvements to her home, wants to
discover a new fashion trend or find new recipes.
She sometimes uses e-commerce sites but doesn't spend too much
money online. She has never thought to look for groceries online
and has never made a purchase on her mobile phone that wasn't
app-related.
She has approximately 20 apps on her phone, most of which she
seldom opens.
Annette most frequently uses the family PC and doesn't have a
laptop of her own. She spends 5 hours per week online.
Technology and Media Diet:
• While she's comfortable with digital, Annette loves traditional
media. She prefers a magazine to a blog, in person conversations
to texting and cable television to streaming.
• At work, Annette is issued a Dell PC to log information or look
things up for residents. She is very comfortable with basic
computer programs.
• Daytime talk and variety shows are a guilty pleasure for Annette.
She enjoys The Chew, The View, soap operas, television news
and reality television. She likes network sitcoms and enjoys
HGTV, Food Network and TLC.
• Annette reads a few magazines, including Better Home &
Gardens, US Weekly, People and Entertainment Weekly.
• She and her husband enjoy going to the movies when they can,
and she stays current on what's in theaters.
SpartanNash Copyright 2015 | Private and Confidential
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LevelofInteraction
Zero Moments of Truth Planning Return
d
n.
h
ns
e.
n,
Shopping Purchase
Pantry Needs
Reloading
Social Motivator
(Event, Post, Etc.)
Updates
Weekly
Shopping List
Research/Plan
Weekly List
(Coupon finding,
ad browsing,
price checking
+
+
+
Commitment to Family Fare
Satisfaction of Shopping Experience
Likelihood to recommend Family Fare
Importance of in store Experience
-
-
-
Recieves weekly
ad e-mails and
mailer coupons
Motivators
Social/Community
Personal Process/Workflows
Milestones/Moments of Truth
Content Seeking/Research
Online or Offline Tools
Budget/Meal
Plan/Expands
Paper List
Visits Family
Fare second
due to large
amount of fresh
items needed.
Based on
Budget and
Item Type,
Trip is
Planned
Grabs Cart and
Loads it With
Returnables.
Detects odor
immediately
upon entry.
Begins shopping
in a fresh
department and
then visits all
aisles.
Visits welcome
center for
complimentary
coffee
Interacts with
associate to find
peanut free items
for her daughter.
Frustrated that Sun
Butter is out of
stock. Plans to order
from Amazon.
Goes to staffed
checkout lane,
flips through
magazines as
she waits.
Frustrated she
has to wait at all.
Presents
coupons and
debit card to
associate and is
delighted by
presence of fuel
reward.
Annette's Journey
Has associates
bag in plastic
bags and pushes
basket to fit bags
with competitive
store items. Unloads car and
is frustrated with
ripped plastic
bag. Repacks her
pantry and
realizes what she
forgot and what
she'll need to buy
elsewhere. Adds
to new list.
Adds items to
basket based on
examination/
signage & tags or
promotion (e.g. fuel)
+-
Competitive Shop
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Sarah | Making Ends Meet
About Sarah
Sarah and her family are hard working and face a lot of challenges week to week. Like
many American families, Sarah's family has been greatly impacted by an aging group of
parents and a child that has returned home. As a result, she works with a budget and
can't be as choosy when it comes to shopping. She shops 3-4 times a week and is
always focused on savings and value items.
Sarah has very little time to herself because she is a part time caretaker to her mother.
She has very little disposable income to pamper herself. She enjoys reading, crossword
puzzles and spending time with her husband on the weekend (which is usually the only
time the two get to interact.
How Sarah interacts with Family Fare Supermarkets
Sarah shops at Family Fare primarily for sale items, focusing on Price Freeze, 10 for $10
deals and some fresh items. She's incredibly motivated by weekly ad pricing, coupons
and temporary price reductions. She buys in bulk whenever possible.
She likes our store for it's convenience. She can find anything and everything her family
would want and it's proximity to her house and smaller size allow her to get in and out
quickly. She knows where everything is in the store and even knows a few of our
associates. Shopping trips are some of the only time that Sarah gets to herself.
She's not particularly health conscious because doing so is a strain on the budget.
Organic, specialty items and luxuries just cost too much. She often buys bulk fresh
chicken, frozen meals or meal solutions because they're easy for her family to prepare
for dinners when she's at work and are quick in a pinch.
Sarah is price sensitive, a private brand buyer and forgoes things she likes to make sure
she's getting the right deal. Before hitting the store, she reads through the weekly ad and
clips coupons to make sure she's saving money. She spends about $25 per trip.
Sarah's Shopping Mix
Other stores Sarah might consider include: Dollar General, Walmart, Meijer, Aldi, Save-
A-Lot or drugstores.
While she always makes a stop at Family Fare, she will chase a deal when one is good
enough and may purchase items she normally gets at Family Fare at another store to
save time. She's also prone to switching brands or items if she's influenced by a store
demonstration that she often sees in warehouse stores.
Sarah's Needs:
Sarah is primarily budget driven and thus spends time looking for ways to make her
dollars stretch further. She follows a few bloggers that teach people how to make
multiple freezer meals on small budgets.
"Times are hard and we need to do more to
make our money go a little further. We
stay on budget so we can all keep going."
Age: 54
Location: Omaha, NB
Language: English
Education: Community College Certificate
Work Life: Sarah is a night manager at a fast food
restaurant. She's not in love with her job but returned
to work out of necessity.
Home Life: Sarah is married and the mother to two
adult children. Her oldest son, who recently finished
college has returned home because he had trouble
finding work. Her husband works first shift so they
seldom see one another. To boot, Sarah's mother has
recently fallen ill and needs both help financially and
physically.
Household Income: $100k per year
Digital Life:
Sarah uses an Android phone. She's not a power user, but has
downloaded a few apps that make shopping, saving and staying
connected with family a little easier. She doesn't use Facebook or
social media but does use her phone as her primary way of
accessing the internet. She and her family share a data plan and
text often as a way to communicate due to extreme differences in
schedules.
Sarah does follow blogs, news sites and sometimes watches
streaming video from her phone. She likes to play solitaire when she
has a few minutes to herself.
She sometimes uses e-commerce sites but doesn't spend too much
money online.
Her favorite apps include: ibotta, Walmart Savings Catcher and
quick games.
Sarah's family doesn't have a cable Internet connection. Her family
uses their smartphones as their primary method of accessing the
internet.
Technology and Media Diet:
• Sarah is comfortable with her smartphone and has had training
on using basic computers for work.
• She doesn't have the opportunity to do much online browsing due
to her job but she's comfortable being online and sometimes looks
for deals or watches a video or two on her phone when she gets a
break.
• Sarah's family doesn't have cable and only watches network TV
they're able to get over the air, using a digital Antenna. Her son
has a chrome cast to watch Netflix, but she seldom gets to use it
due to her hectic schedule.
• Sarah reads whenever she can and does read magazines with
her mother (Reader's Digest, Gardening, Time).
LevelofInteraction
SpartanNash Copyright 2015 | Private and Confidential
41
Sarah's Journey
LevelofInteraction
List
Maintenance
Budget/Meal
Plan/Expands a
Paper List
Research and
Plan Weekly List
(Coupon finding,
ad browsing, price
checking online
and in paper Plans trips based
on potential
savings and
conveniences
Grabs a cart and
stops by pharmacy
to get prescriptions
filled as she shops
Starts her
shopping in
center store and
does fresh items
last.
Takes her time
and wanders all
the aisles. Says
hello to friends
and associates.
Stops at service
counter for
stamps.
Adds items to
basket based on
sales or promotion
(e.g. fuel)
Goes to staffed
checkout lane,
grabs a soda and
snack. Buys her
parents a magazine.
Presents coupons
and pays for her
groceries with a
debit card and
mom's with check.
Has associates
bag in plastic
bags and pushes
basket to fit bags
with competitive
store items.
Drops groceries
off at her mom's
house and
returns home to
pack away her
own things.
Repacks her
pantry and
realizes what she
forgot. Adds to
new list.
Recieves weekly
ad e-mails and
mailer coupons,
loads digital
coupons at kiosk.
Pantry Needs
Reloading
Sees pins from a
blogger for freezer-
ready meals
Looks for
opportunities to
deepen pantry
(10 for 10, Price
Freeze)
Retrieves prescriptions from
pharmacy and a .25 cent fuel
reward for filling the fifth
prescription.
Zero Moments of Truth Planning ReturnShopping Purchase
+
+
+
Commitment to Family Fare
Satisfaction of Shopping Experience
Likelihood to recommend Family Fare
Importance of in store Experience
-
-
-
Motivators
Social/Community
Personal Process/Workflows
Milestones/Moments of Truth
Content Seeking/Research
Online or Offline Tools
+-
Competitive Shop
SpartanNash Copyright 2015 | Private and Confidential
42
Patricia | The Empty Nester
About Patricia
Patricia is an active, adventurous retiree. Since retirement, she and her husband enjoy
spending a great deal of time traveling, playing golf, boating, walking the dogs several
times a day and lawn games.
She enjoys cooking, board games, going to the casino, spending time with friends and
family, wine and watching her favorite shows on television.
How Patricia interacts with Family Fare Supermarkets
Patricia and Chris shop at several different stores, and stop at a different one almost
daily. They likes shopping at Family Fare because it's convenient, fast and the
employees are friendly and they've been coming to the same store for years. They like to
shop the ad and enjoy the fact that they know several associates by name. Patricia
spends an average of $44 per trip and sometimes stops in twice a week.
She buys some organic items and often experiments with specialty items. Because
Chris' doctor wants him on a low-salt diet, Patricia tends to read a lot of labels and looks
for healthier and light options whenever possible. She wishes the store had more
information to help in this area. She and her husband are adventurous eaters and love
when they can be introduced to a new recipe through a store demo or handout.
Her family occasionally uses the pharmacy for over the counter drugs and for
prescriptions because its convenient for her. She uses our yes Card but hasn't taken the
time to set up digital coupons.
Patricia isn't necessarily coupon motivated, but likes to get a good deal and pays
attention to signs and sales. She isn't adverse to private brands, but is also willing to
spend a little more for the brands that her family prefers.
Patricia's Shopping Mix
Other stores Patricia includes in her weekly shopping trip include: Meijer, meat markets,
farmer's markets, membership warehouses, and drug stores.
While she always makes a stop at Family Fare at least once a week, her basket will
fluctuate depending on her schedule. She's also prone to switching brands or items if
she's influenced by a store demonstration that she often sees in warehouse stores.
Patricia's Needs:
While she's a creature of habit and enjoys coming into a local store, Sarah is an
adventurer and is becoming increasingly health conscious as she and her husband age.
She tries new food trends and is definitely looking to stores to help her navigate health
and wellness issues moving forward. More and more, she's becoming impressed by
larger stores that seem to offer more exciting and adventurous shopping experiences.
"I love my local grocery store. We've been
shopping here for years."
Age: 64
Location: Gaylord, MI
Language: English
Education: Bachelor's Degree
Work Life: Patricia is a retired homemaker.
Home Life: Patricia is a very active retiree. She and
her husband Chris are parents to two adult children
and a pair of terriers that keep them busy and active.
The couple live in Gaylord for the summer and fall
months and spend their winters in Florida. They have
lived in the Gaylord area all their life and feel a strong
connection to their community. They love having their
children and grandchildren at their lake home each
summer and often entertain friends.
Household Income: $120k per year
Digital Life:
Sarah uses an Apple iPhone. She's well versed in using the simple
features of the phone and loves getting the chance to FaceTime or
Skype with her grand children. She uses Facebook to look at her
children's photos of the grandkids but never posts herself.
Sarah doesn't really use the internet for much shopping, but she has
ordered a few things from Amazon and likes to plan vacations and
road trips with Chris using travel sites.
The couple typically spend about 4 to 5 hours online each week,
mostly from a laptop.
Technology and Media Diet:
• Patricia is a heavy cable television user. She and her husband
have a variety of shows that they enjoy. She loves Wheel of
Fortune, Jeopardy and Law and Order.
• Daytime soap operas and variety shows are a guilty pleasure for
Sarah.
• Sarah reads a few periodicals, including Reader's Digest, The
National Enquirer, People and her local newspaper .
• She and her husband enjoy going to the movies, especially
matinees.
SpartanNash Copyright 2015 | Private and Confidential
43
Patricia's Journey
s
LevelofInteraction
It's Monday.
Let's shop!
Meal Plan and
try at least
one or two
new meals a
month
Habitual
shoppers and
cooks
Keeps a regular
list of staple
items.
Doesn't seek
coupons, but uses
them when they
see one that fits
them.
Plan based on
what they feel
like, and what
social events are
on their calendar.
Visit different
stores daily and
are willing to try
new things.
Grabs small
shopping cart
and stops for
coffee.
They follow the
flow of the store
and take their
time browsing
and chatting with
associates.
Read labels to check if
they're "allowed" to have
an item to dietary
restrictions.
Goes through staffed
check lane and buys
candy for grand kids.
Look for demos and
are prone to impulse
buy because of them.
Prefers paper bags and
carryout service
(frustrated that it's not a
standard service).
Take advantage of 10 for
10 and markdown items to
stock pantry.
Stock the pantry and plan
for Walgreen's
Wednesday!
Zero Moments of Truth Planning ReturnShopping Purchase
+
+
+
Commitment to Family Fare
Satisfaction of Shopping Experience
Likelihood to recommend Family Fare
Importance of in store Experience
-
-
-
Motivators
Social/Community
Personal Process/Workflows
Milestones/Moments of Truth
Content Seeking/Research
Online or Offline Tools
+-
Competitive Shop
SpartanNash Copyright 2015 | Private and Confidential
44
Rick | The Single Millenial
About Rick
While Rick enjoys his work, he is under the impression that he never has enough time to
fit everything into his busy schedule. He has many hobbies that he longs to spend more
time on and feels like his expanded role at work has cut into valuable time. As a result,
he tries to find ways to remove the seemingly mundane tasks in front of him.
In his spare time, Rick likes fishing, playing hockey, going to the gym with his friends,
traveling, attending sporting events, working on his car and going to the bar to watch a
game. He enjoys television and spends a good deal of his free time on the Internet
despite the fact that he always feels pressed for time.
How Rick interacts with Family Fare Supermarkets
Rick shops at several stores and generally goes with the store that is most convenient. He only
"cooks" two times a week. For Rick, cooking is preparing sides for a rotisserie chicken or a quick
meal solution that is economical and quick. He doesn't like to waste too much time in the kitchen.
Rick leans towards frozen meals and healthier quick meal solutions. His grocery store
trips usually include beer and spirits. He buys lots of snacks to take with him to his job
site because he seldom gets out for lunch with co-workers. He is striving to eat healthier
now that he's closer to 30 but doesn't sweat grabbing some wings and a beer with his
buddies after a long day if it means he doesn't have to go to a grocery store.
Rick isn't price sensitive and mostly shops based on what he feels like having that week.
He's not a planner and almost never knows what he'll be eating unless he's entertaining
friends or a date. He would be open to help if it was easy and quick.
Rick's Shopping Mix
Other stores Annette includes in her weekly shopping trip include: Meijer, specialty wine
and liquor stores, drug stores and Target.
He doesn't go out of his way to stop at Family Fare, but has experience with the store
from his youth. He stops when it's convenient.
Rick's Needs:
Rick could be easily inspired by the right set of mealtime solutions and would be ripe for
online ordering and delivery or even curbside pickup. He wants to spend less money at
the bar and eat at home but isn't willing to put the work in to doing the actual cooking.
Fresh selections and healthier options are something he'd choose if he had the time to
do the shopping. He wants the conveniences of a full-service experience without the
hassle of actually going into a store or being bogged down by bigger box stores like
Meijer.
LevelofInteraction
"I try and avoid the grocery store if it's
possible. I prefer to just keep things really
simple so I have time to do the things I
love."
Age: 29
Location: Fargo, ND
Language: English
Education: Community College
Work Life: Rick is a successful young tradesman
who got his start as an apprentice electrician. He is in
line to start managing job sites and is excited about
his growing career.
Home Life: Rick is single but dating. He doesn't
stay in relationships for very long and doesn't like
having the responsibility of caring for pets.
He's an apartment dweller that likes modern
conveniences, including stores that will ship directly
to his door.
Household Income: $55k per year
Digital Life:
Rick uses an Apple iPhone. He's a power user and spends the bulk
of his digital life connected to his phone. He's considering an apple
watch, both for the cool factor and to simplify parts of his life. He's
very active in social media and on dating sites. Primary networks
include Instagram, Snapchat and Reddit. He has a Facebook profile
but is thinking of "quitting" because it takes up too much time.
He's not an avid follower of blogs, but does get most of his news
from Techcruch, Buzzfeed and the Huffington Post.
He spends a lot of money online and rarely uses an actual storefront
to make a purchase if it isn't grocery. He is comfortable buying
clothes, electronics, computers music and entertainment online. He
uses Netflix and Amazon regularly and even downloads movies
illegally though torrent sites.
He has an iPad as well and uses lots of apps for everything from
reading, to personal productivity, to gaming.
He's a gamer that prefers Xbox One and has several friends he
plays Halo or Madden with up to three times a week.
Technology and Media Diet:
• Rick texts often and uses video chatting services to talk with his
parents and potential dates. He has little worry of having a public
online life.
• At work, Rick uses an Otterbox-grade PC to stand up to
demanding worksites and is comfortable with both Mac and PC
operating systems.
• An avid sports fan, Rick subscribes to NHL Center Ice through
his Apple TV and watches other sports at the bar with friends.
• Rick is a fan of Sports Illustrated, Esquire, Maxim and Men's
Health.
SpartanNash Copyright 2015 | Private and Confidential
45
Rick's Journey
LevelofInteraction
e
nt
Gotta eat to
live.
Plans around
what fills his
stomach for a
reasonable
price.
Crap my
fridge is
empty and the
game's on.
Buys what he
feels like when
he's at the store.
Is focused on
convenience and
has no sensitivity
to price.
Plan based on
what they feel
like, and what
social events are
on their calendar.
Visits the closest
store that's the
least intrusive/
overbearing
Grabs a basket
and goes
immediately to
what's out of
stock at home.
Shops primarily
from three to four
sections (meat,
frozen, beer/
alcohol) or aisles.
Willing to try new product
if it's fast and easy to use.
Goes to self-checkout.Is
annoyed when he has to
present ID for alcohol
purchase.
Avoids demos but
looks for simple fresh
solutions. May try
pre-seasoned items
and deli offerings.
Doesn't care whether the
bag is plastic, paper or re-
usable.
Take advantage of 10 for
10 and markdown items to
stock pantry.
Stock the pantry and hope
not to return for at least
two weeks.
Never looks at
the ad or
associates.
Zero Moments of Truth Planning ReturnShopping Purchase
+
+
+
Commitment to Family Fare
Satisfaction of Shopping Experience
Likelihood to recommend Family Fare
Importance of in store Experience
-
-
-
Motivators
Social/Community
Personal Process/Workflows
Milestones/Moments of Truth
Content Seeking/Research
Online or Offline Tools
+-
Competitive Shop
SpartanNash Copyright 2015 | Private and Confidential
46
47
SpartanNash Copyright 2015 | Private and Confidential
48
SpartanNash Copyright 2015 | Private and Confidential
49
SpartanNash Copyright 2015 | Private and Confidential
PRACTICAL APPLICATIONS
SpartanNash Copyright 2015 | Private and Confidential
51
EXPERIENCE STRATEGY
Connect shoppers to an extensible, personalized experiences that learns
from their shopping behaviors, digital activity and tool use, while providing
best-in-class tools that make shopping in SpartanNash stores more
convenient.
The key to
personalized
experiences
starts with
understanding
user behaviro
while offering
relevant
content to their
tastes in
exchange for
self reported
data.
45% 30% 25%
Product Health/Nutrition Cooking Skill
SpartanNash Copyright 2015 | Private and Confidential
52
SpartanNash Copyright 2015 | Private and Confidential
INBOUND MARKETING OPPORTUNITY
One of the easiest ways we can bring in new recruits and introduce them to our organizations through digital means
is inbound marketing efforts aimed at those interested in what our company can provide.
Attract
Blog
Social Media
Keywords
Pages
Strangers
Convert
Calls-to-Action
Landing Pages
Forms
Contacts
Visitors
Close
Email
Workflows
Lead Scoring
CRM Integrations
Leads
Delight
Social Media
Smart Calls-to-Action
Email
Workflows
Customers
 Promoters
53
SpartanNash Copyright 2015 | Private and Confidential
QUESTIONS?
LET’S CONNECT
Daniel.Eizans@spartannash.com
LinkedIn: linkedin.com/deizans
Twitter: @danieleizans
Slideshare: Slideshare.net/danieleizans

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Persona Powered Content Strategy (Human Resource Professionals)

  • 1. Persona Powered Content StrategySpartanNash Prepared For: Human Resources Group West Michigan | 12.7.15 Presented by: Daniel Eizans | Director of Digital Experience
  • 2. ABOUT SPARTANNASH SpartanNash Copyright 2015 | Private and Confidential
  • 3. 3 HI. I’M DAN EIZANS SpartanNash Copyright 2015 | Private and Confidential About Me: I’ve been a journalist, student of neuroscience, a marketer, a strategist and planner at two of the world’s largest advertising agencies and a consultant. Now, I’m the director of digital experience at SpartanNash. Organizations I’ve Worked With: Automotive - Ford, Chevrolet CPG: Olympic Paint Retail: SpartanNash, Lowes Finance: - Quicken (TurboTax) Government - EPA, CDC, FAFSA, FBI Non-Profits – The National Safety Council Healthcare - Kaiser Permanente, McClaren, MetroHealth Military - The United States Navy
  • 4. 4 OUR COMPANY SpartanNash Copyright 2015 | Private and Confidential ►  Distribution Centers – 26 DCs across SpartanNash, Military and Independent Network ►  Military – Serves ALL military commissaries and 550 exchanges in the US and Europe ►  Retail: 160+ Corporate Stores 1,900 Independents 11,000 Dollar General location with exclusive tobacco distribution 130 Dollar General Market stores 237 Dollar General Plus stores
  • 5. 5 OUR CUSTOMERS SpartanNash Copyright 2015 | Private and Confidential
  • 6. 6 ASSOCIATES = CUSTOMERS SpartanNash Copyright 2015 | Private and Confidential
  • 7. 7 SpartanNash Copyright 2015 | Private and Confidential
  • 8. SpartanNash Copyright 2015 | Private and Confidential
  • 11. 11 SpartanNash Copyright 2015 | Private and Confidential
  • 12. 12 SpartanNash Copyright 2015 | Private and Confidential OUR OPPORTUNITY: RETAIL REINVENTION Over the past decade, grocery retailers have been facing change at an alarming rate. Today, we are experiencing: •  A literal “dying off” of our most profitable customer base •  Stagnant levels of customer satisfaction •  Declines in year-over-year same store sales •  Innovative competition and peers aggressively adapting to market changes
  • 13. MISSION AS METHODOLOGY We used our mission and vision as a springboard for our brand reinvention plans. The mission’s goal in developing “impactful solutions” paired with our vision’s desire to feel “local,” is at the center point of our experience strategy. MISSION. To  leverage  exper,se  in  food  distribu,on  and  retail  to   develop,  ac,vate  and  provide  impac8ul  solu,ons  that  exceed   expecta,ons  for  associates,  customers  and  partners.   VISION. A best-in-class business that feels local, where relationships matter. CORE VALUES. Customer Focus, Innovation, Patriotism, Teamwork, Respect, Integrity, Accountability, Celebration & Fun. SpartanNash Copyright 2015 | Private and Confidential 13
  • 14. WHAT IS A PERSONA? SpartanNash Copyright 2015 | Private and Confidential
  • 15. SpartanNash Copyright 2015 | Private and Confidential A Persona Is: •  Researched •  Fact Based •  Targeted 15
  • 16. SpartanNash Copyright 2015 | Private and Confidential “FRANKEN-PEOPLE” 16
  • 17. Personas are made up of real pieces of user research, and secondary information composited together to form an amalgamated “person” representing a target audience. 17
  • 18. Jenny | The Working Mom About Jenny Jenny is a budget and health-conscious shopper. She cares about what her family eats. She is responsible for a great deal of her family's grocery shopping and is also the one to organize activities for the children. Jenny often shops after work and goes to the store on her way home. She shops a few times a week. Jenny loves spending time outdoors and has a very active family. She kayaks, runs and often does yoga with her friends. As part of her practice and focus on health, she has aspires to be a better cook and maintains a host of Pinterest boards focused on healthier eating. Despite being more expensive, she'll spend more for Organic, Non-GMO and cage free items. How Jenny interacts with Family Fare Supermarkets Jenny shops at several different stores depending on what her family's needs are that week. She uses Family Fare only because its convenient. The size allows her to get in and out quickly and she knows where things are. She wishes there were more products she could trust. When she does use the store, she uses digital coupons, reads labels and only shops the perimeter because she buys center store items elsewhere. She is price aware and spends $25-30 when she visits the store. She often buys organic and free range items and prefers seafood that's sustainable and wild caught. She likes artisan breads and fresh items for her family. She typically doesn't use our pharmacy and prefers using Costco for gasoline because she can get it cheaper than Quick Stop. She uses our yes Card and digital coupons, but doesn't open e-mails. Before hitting the store, Jenny modifies her list and may or may not have knowledge of what's on sale. She isn't adverse to private brands, but leans towards organic options. She is willing to spend a little more to offer better health options for her family. Jenny's Shopping Mix Other stores Jenny includes in her weekly shopping trip include: Meijer, Target, Trader Joe's, farmers markets and Costco. She may not stop at Family Fare every week. Because she enjoys shopping at the Farmer's Market and Target she leans in that direction. There isn't anything that inspires her to make an extra effort to come tot the store. Jenny's Needs: Jenny needs to have her decisions to do better things for her family validated. She wants experiences from stores that allow her to explore her desire to be healthier and be a better cook, while staying on a reasonable budget. "Grocery shopping is really time consuming. I pick stores that give me healthy and simple solutions that will save me time and feed my family." Age: 31 Location: Byron Center, MI Language: English Education: Bachelor's Degree Work Life: Jenny is a busy mom and part time sales clerk at a women's clothing store. She works closely with customers and takes great pride in her work. She opens the store three days a week and is back in time to retrieve her children from the bus. Home Life: Jenny is married with two children. She She and her husband are active and outdoorsy. They enjoy camping, hiking, kayaking and chasing their kids through the yard every night. Household Income: $75k per year Digital Life: Jenny uses a Samsung Galaxy Note 3 because she can read, text and use its phone capabilities. She uses Skype to stay connected with friends and family through video chat. Her favorite social networks are Instagram and Pinterest but she uses Facebook to stay in touch with old classmates and share photos of her children. Jenny follows blogs, and considers herself to be a "foodie" even though she doesn't feel like she's the world's best cook just yet. She tries new things in the kitchen often. She and her husband use Amazon Prime and are comfortable making purchases both large and small via the Internet. She has even ordered several things using her phone. Her family ships things they like directly to the house and she is very comfortable using services that offer great convenience and save them time (e.g. Uber, Amazon, Shutterfly, online reservations). Jenny most frequently uses her phone and laptop. She spends 10 hours per week online. Technology and Media Diet: • She's very comfortable with digital, She often texts friends and has a robust data plan to keep her connected to the internet when she's on the go. • At work, Jenny uses a Dell PC to log information or look things up. She is very comfortable with basic computer programs. • Her family uses the Internet for all their news and for streaming TV shows and Movies. She and her husband use both Netflix and Amazon Prime Instant Streaming. She likes network sitcoms and food shows and travel programming. • Jenny reads a few magazines including Elle, Entertainment Weekly, People, The Atlantic and Real Simple. • She and her husband love to travel and have a robust wishlist on Airbnb that they one day hope to start checking off. SpartanNash Copyright 2015 | Private and Confidential 18
  • 19. Jenny's JourneyLevelofInteraction What's For Dinner? Event Based (Out of Town Guest, Bday) Plans on the fly and has a list of rotating items. Often plans at work or on the go. Plans visit based on daily need, and what will inspire her/be entertaining. Grabs a basket, not a cart. Receives weekly e-mail but does not open. Wishes there was texting notifications Unloads groceries, stocks pantry and returns re- usable bags to her car. Zero Moments of Truth Planning ReturnShopping Purchase + + + Commitment to Family Fare Satisfaction of Shopping Experience Likelihood to recommend Family Fare Importance of in store Experience - - - Motivators Social/Community Personal Process/Workflows Milestones/Moments of Truth Content Seeking/Research Online or Offline Tools +- Competitive Shop Mobile phone notification from competitor Searches for new meal/ plan or recipe to try Clips digital coupons Collaborates with husband over text re: trip Adds two extra items to her basket because she sees tags that indicate a sale. Goes to whatever line is the shortest to get on her way. Uses her yes card to get advertised prices and cash in digital coupon. Heads to fresh department, is frustrated with holes in assortment Bags her own groceries in reusable bags and takes them to her car on her own. Pays using Google Pay Texts husband to pick up or order out of stocks. Searches for meal solutions to add her basket to pair with meat from the fresh case and buns from bakery SpartanNash Copyright 2015 | Private and Confidential 19
  • 20. SpartanNash Copyright 2015 | Private and Confidential 20
  • 21. SpartanNash Copyright 2015 | Private and Confidential 21
  • 22. YOUR TARGETS? • 73% of 18-34 year-olds found their last job through social media (Aberdeen) • 51% of workers who currently have a job are either actively seeking, or open to a new job. • 300 million Google searches each month are employment related SpartanNash Copyright 2015 | Private and Confidential 22
  • 23. YOUR TARGETS? SpartanNash Copyright 2015 | Private and Confidential 23
  • 24. UNDERSTAND THE JOURNEY SpartanNash Copyright 2015 | Private and Confidential 24
  • 25. DESIGN A CONTENT CURRICULM SpartanNash Copyright 2015 | Private and Confidential 25 Pg. 18 Engagement: Lifestyle Hook Sustain "Green" Community Playbook Dealership Visit Ford.com car page Article, Story, Challenge, etc. Create Social.Ford account Tweet 3rd party affiliate blog Questions & Answers Articles, Stories & Media Challenges Follow or answer a question Follow challenge Earn first "Green" badgeupdates to the "green" community playbook Repeat Engagement/ Graduation comments or updates to "pinned" content people similar to you • Update and prompt to further complete personal playbook 1. Cookie/session tracking of metadata in content you've interacted with to serve relevant content/people 2. Show collection of interacted content to jump start a personal playbook Post Dealers sets up customer Social.Ford profile at dealership "I can see all the community content of people like me, trying to be "green" and what they're doing with their Ford SHOPPER Related lifestyle values/community Get all "green" content Navigation & way finding by lifestyle values Mark as relevant Save to my Playbook By acting on content, your playbook is already being built, sign up to keep it! collect name & email or social sign-on Challenge: "test drive 2 'green' cars" PROMPT INACTIVE USERS EXPERIENCE STRATEGY
  • 26. CONNECT PEOPLE TO PEOPLE SpartanNash Copyright 2015 | Private and Confidential 26
  • 27. RESEARCH METHODOLGY SpartanNash Copyright 2015 | Private and Confidential
  • 28. CONTEXTUAL INQUIRY Contextual inquiry is a structured form of interviewing that allows the research team to: ‣  Gather interview data ‣  Understand ethnographic insights ‣  Capture physical behaviors and work patterns The data gathered helps inform everything from personas, to product design, to workflow/ workplace modification, to content strategy. SpartanNash Copyright 2015 | Private and Confidential 28
  • 29. CONTEXTUAL INQUIRY: WHAT IT IS User Interview (Influenced by Designer/Strategist) Contextual Inquiry (Influenced by designer, user and strategist) Observation (Influenced by end user) SpartanNash Copyright 2015 | Private and Confidential 29
  • 30. CONDUCTING INTERVIEWS: NEEDS Keys to a successful interview are: ‣  An interviewer for formal questioning ‣  An observer for recording physical behaviors, workflow models and note taking ‣  Trust between interviewer and subject The interview is about building a relationship. Even if we feel like we have the right answers, our effort should focus on developing a shared interpretation of an activity or work. SpartanNash Copyright 2015 | Private and Confidential 30
  • 31. CONDUCTING INTERVIEWS: GOALS Key outputs of contextual inquiry should be: ‣  Watching and probing to observe users as they work and inquire to understand motivations and strategies ‣  Learn from the user perspective, even you feel like you know the “answers” ‣  Look for gaps in what a user is leaving out and ask questions to fill them ‣  Gather both concrete and abstract data to have them focus on actual artifacts and actions SpartanNash Copyright 2015 | Private and Confidential 31
  • 32. THE INTERVIEWER ROLE In traditional user interviews, the interviewer asks users a series of questions that relate to the business objectives or research goals. In contextual inquiry, interviewers must: ‣  Be a facilitator of conversation AND of behavior ‣  Make the participant feel like an expert, in whatever they’re doing ‣  Ensure that the interview environment is contextually relevant to the research or tasks to be addressed ‣  Ensure the participant articulates the processes and methods for work as he/she is doing it Photo:  Columbia  Pictures     SpartanNash Copyright 2015 | Private and Confidential 32
  • 33. THE OBSERVER ROLE The  observers  role  in  contextual  inquiry  is  to  do  just   that…  observe.  The  goal  of  having  an  observer  on   hand  is  to   ‣  Document  physical  behaviors   ‣  Understand  how  the  environment  (context)  affects   the  par,cipants  ability  to  complete  a  task  or   perform  work   ‣  Note  paPerns  that  emerge  from  one  interview  to   the  next   ‣  Take  photographs  or  video        SpartanNash Copyright 2015 | Private and Confidential 33
  • 34. THE PARTICIPANT ROLE Participants in contextual inquiry research are equally as responsible for the outcome as the interviewer and observers. Participants are responsible for: ‣  Doing and answering ‣  Showing the observer and interviewer complete tasks ‣  Avoiding assuming that the interviewers will understand “why” something is being done ‣  Talk to the researchers level of understanding (avoid jargon) 34   Photo  -­‐  DG  EMPL:  hPps://flic.kr/p/7yh1oF     SpartanNash Copyright 2015 | Private and Confidential 34
  • 35. CONDUCTING THE INQUIRY The most important thing to remember when doing contextual inquiry is to avoid things like conference rooms, Skype or usability centers. Participants must be in their own environment (home, office, workspace, etc.) ‣  I typically send out an email to participants to outline goals, rules of engagement and profess my ignorance ‣  On arrival, note ambient factors (lighting, temperature, time of day, layouts of things, observable culture, artifacts present, etc.) ‣  Begin the session with a short questionnaire 35   Photo  -­‐  Mark  Hunter:    hPps://flic.kr/p/aZdRXi   SpartanNash Copyright 2015 | Private and Confidential 35
  • 36. CONDUCTING THE INQUIRY - CONTINUED ‣  After your short questionnaire, note that you’ll be doing something completely different and set them to work ‣  Ask questions that arise during the completion of task, keep the interview free flowing and adjust as needed ‣  Ask specific questions relating to their thought process, task, and ensure that they feel like their the expert ‣  Work up to an hour, be ready to move locations if necessary (e.g. workstation change or an environmental stimuli requirement) 36   Photo  -­‐  Jeff  Swaim:  hPps://flic.kr/p/e5fATs   SpartanNash Copyright 2015 | Private and Confidential 36
  • 37. CONDUCTING THE INQUIRY - CONTINUED ‣  Document, document, document ‣  Photograph, photograph, photograph ‣  Ask, ask, ask ‣  Ask again ‣  Spend two hours on analysis for every one hour of inquiry 37   Photo  -­‐  Marco  Arment:  hPps://flic.kr/p/411AnZ   SpartanNash Copyright 2015 | Private and Confidential 37
  • 38. PREPARING FOR INTERPRETATION During your interview be sure to: ‣  Avoid lots of open ended questions that provide less chance for interpretation ‣  Strike a balance between probing for what you sense as a pattern and allowing the participant to work freely ‣  Cycle between observing, probing and interpreting ‣  Be flexible but be consistent in the type of person you are so that trust will develop 38   Photo  -­‐  Hans  Splinter:  hPps://flic.kr/p/5tWKPt   SpartanNash Copyright 2015 | Private and Confidential 38
  • 39. Annette | The Busy Head of the Household About Annette Annette is fully aware of her family's needs, budget and preferences. She takes great pride in knowing what everyone in the house needs, likes and desires. She often plans activities for the family and is typically the the one who cooks, cleans and shops for the family on a weekly basis. Because she works and cares for her children, Annette is often pressed for time and typically shops at a few stores once a week, on Saturdays or Sundays. When she's not overwhelmed by her home life and work, she takes a little time to read, watch television and spends time with women from her neighborhood or church. Annette has very little time to herself and often looks to the internet, magazines or television for inspiration. How Annette interacts with Family Fare Supermarkets Annette shops at several different stores depending on what her family's needs are that week. She likes shopping at Family Fare because it's convenient, fast and the employees are friendly. She shops the entire store and looks for deals when they're available. She tends to spend the bulk of her visit in fresh areas because she likes that our stores offer fresh meat and that our produce is fresh. She spends an average of $66 or a little more each week. She buys some organic items and often experiments with specialty items because her daughter has a peanut allergy. Whenever possible, she tires to buy healthy and light options for her family despite their protests. She uses nutrition tags and is an occasional user of the pharmacy and Quick Stop. She uses our yes Card but hasn't taken the time to set up digital coupons. Before hitting the store, Annette reads through the weekly ad and often clips coupons to save a little money. She isn't adverse to private brands, but is also willing to spend a little more for the brands that her family prefers. Annette's Shopping Mix Other stores Annette includes in her weekly shopping trip include: Meijer (for non- grocery, center store and convenience when shopping for household goods), Aldi, Target, membership warehouses, and other conventional grocery stores. While she always makes a stop at Family Fare, she will chase a deal when one is good enough and may purchase items she normally gets at Family Fare at another store to save time. She's also prone to switching brands or items if she's influenced by a store demonstration that she often sees in warehouse stores. Annette's Needs: While she's a creature of habit, Annette is easily influenced by her friends, favorite shows and her children. She tries new food trends but often falls back into her old habits or bends to the wishes of her family. LevelofInteraction "I cook whenever I can and try my best to do things that keep my family happy and healthy. I need a store that keeps me going without breaking the bank." Age: 47 Location: Kentwood, MI Language: English Education: Bachelor's Degree Work Life: Annette works part time as a clerk in her local library system. She works hard and is proud that she's able to help pay the bills and contribute support to her family of five. She works three days a week and spends her off days caring for the family home. Home Life: Annette is married with three children. She also has a labrador retriever and a cat. She and her husband enjoy supporting their children's various activities and spending time with friends. They spend a great deal of time outdoors and with neighbors. Household Income: $85k per year Digital Life: Annette uses an Apple iPhone. She's not a power user, but enjoys playing games when she gets a break at work or when she has a few minutes to herself. She uses Facebook to stay in touch with old classmates, and keep an eye on her children but doesn't post often. She understands twitter but prefers to text with her friends. Annette follows blogs, and likes to look at Pinterest when she's looking for inspiration for improvements to her home, wants to discover a new fashion trend or find new recipes. She sometimes uses e-commerce sites but doesn't spend too much money online. She has never thought to look for groceries online and has never made a purchase on her mobile phone that wasn't app-related. She has approximately 20 apps on her phone, most of which she seldom opens. Annette most frequently uses the family PC and doesn't have a laptop of her own. She spends 5 hours per week online. Technology and Media Diet: • While she's comfortable with digital, Annette loves traditional media. She prefers a magazine to a blog, in person conversations to texting and cable television to streaming. • At work, Annette is issued a Dell PC to log information or look things up for residents. She is very comfortable with basic computer programs. • Daytime talk and variety shows are a guilty pleasure for Annette. She enjoys The Chew, The View, soap operas, television news and reality television. She likes network sitcoms and enjoys HGTV, Food Network and TLC. • Annette reads a few magazines, including Better Home & Gardens, US Weekly, People and Entertainment Weekly. • She and her husband enjoy going to the movies when they can, and she stays current on what's in theaters. SpartanNash Copyright 2015 | Private and Confidential 39
  • 40. LevelofInteraction Zero Moments of Truth Planning Return d n. h ns e. n, Shopping Purchase Pantry Needs Reloading Social Motivator (Event, Post, Etc.) Updates Weekly Shopping List Research/Plan Weekly List (Coupon finding, ad browsing, price checking + + + Commitment to Family Fare Satisfaction of Shopping Experience Likelihood to recommend Family Fare Importance of in store Experience - - - Recieves weekly ad e-mails and mailer coupons Motivators Social/Community Personal Process/Workflows Milestones/Moments of Truth Content Seeking/Research Online or Offline Tools Budget/Meal Plan/Expands Paper List Visits Family Fare second due to large amount of fresh items needed. Based on Budget and Item Type, Trip is Planned Grabs Cart and Loads it With Returnables. Detects odor immediately upon entry. Begins shopping in a fresh department and then visits all aisles. Visits welcome center for complimentary coffee Interacts with associate to find peanut free items for her daughter. Frustrated that Sun Butter is out of stock. Plans to order from Amazon. Goes to staffed checkout lane, flips through magazines as she waits. Frustrated she has to wait at all. Presents coupons and debit card to associate and is delighted by presence of fuel reward. Annette's Journey Has associates bag in plastic bags and pushes basket to fit bags with competitive store items. Unloads car and is frustrated with ripped plastic bag. Repacks her pantry and realizes what she forgot and what she'll need to buy elsewhere. Adds to new list. Adds items to basket based on examination/ signage & tags or promotion (e.g. fuel) +- Competitive Shop SpartanNash Copyright 2015 | Private and Confidential 40
  • 41. Sarah | Making Ends Meet About Sarah Sarah and her family are hard working and face a lot of challenges week to week. Like many American families, Sarah's family has been greatly impacted by an aging group of parents and a child that has returned home. As a result, she works with a budget and can't be as choosy when it comes to shopping. She shops 3-4 times a week and is always focused on savings and value items. Sarah has very little time to herself because she is a part time caretaker to her mother. She has very little disposable income to pamper herself. She enjoys reading, crossword puzzles and spending time with her husband on the weekend (which is usually the only time the two get to interact. How Sarah interacts with Family Fare Supermarkets Sarah shops at Family Fare primarily for sale items, focusing on Price Freeze, 10 for $10 deals and some fresh items. She's incredibly motivated by weekly ad pricing, coupons and temporary price reductions. She buys in bulk whenever possible. She likes our store for it's convenience. She can find anything and everything her family would want and it's proximity to her house and smaller size allow her to get in and out quickly. She knows where everything is in the store and even knows a few of our associates. Shopping trips are some of the only time that Sarah gets to herself. She's not particularly health conscious because doing so is a strain on the budget. Organic, specialty items and luxuries just cost too much. She often buys bulk fresh chicken, frozen meals or meal solutions because they're easy for her family to prepare for dinners when she's at work and are quick in a pinch. Sarah is price sensitive, a private brand buyer and forgoes things she likes to make sure she's getting the right deal. Before hitting the store, she reads through the weekly ad and clips coupons to make sure she's saving money. She spends about $25 per trip. Sarah's Shopping Mix Other stores Sarah might consider include: Dollar General, Walmart, Meijer, Aldi, Save- A-Lot or drugstores. While she always makes a stop at Family Fare, she will chase a deal when one is good enough and may purchase items she normally gets at Family Fare at another store to save time. She's also prone to switching brands or items if she's influenced by a store demonstration that she often sees in warehouse stores. Sarah's Needs: Sarah is primarily budget driven and thus spends time looking for ways to make her dollars stretch further. She follows a few bloggers that teach people how to make multiple freezer meals on small budgets. "Times are hard and we need to do more to make our money go a little further. We stay on budget so we can all keep going." Age: 54 Location: Omaha, NB Language: English Education: Community College Certificate Work Life: Sarah is a night manager at a fast food restaurant. She's not in love with her job but returned to work out of necessity. Home Life: Sarah is married and the mother to two adult children. Her oldest son, who recently finished college has returned home because he had trouble finding work. Her husband works first shift so they seldom see one another. To boot, Sarah's mother has recently fallen ill and needs both help financially and physically. Household Income: $100k per year Digital Life: Sarah uses an Android phone. She's not a power user, but has downloaded a few apps that make shopping, saving and staying connected with family a little easier. She doesn't use Facebook or social media but does use her phone as her primary way of accessing the internet. She and her family share a data plan and text often as a way to communicate due to extreme differences in schedules. Sarah does follow blogs, news sites and sometimes watches streaming video from her phone. She likes to play solitaire when she has a few minutes to herself. She sometimes uses e-commerce sites but doesn't spend too much money online. Her favorite apps include: ibotta, Walmart Savings Catcher and quick games. Sarah's family doesn't have a cable Internet connection. Her family uses their smartphones as their primary method of accessing the internet. Technology and Media Diet: • Sarah is comfortable with her smartphone and has had training on using basic computers for work. • She doesn't have the opportunity to do much online browsing due to her job but she's comfortable being online and sometimes looks for deals or watches a video or two on her phone when she gets a break. • Sarah's family doesn't have cable and only watches network TV they're able to get over the air, using a digital Antenna. Her son has a chrome cast to watch Netflix, but she seldom gets to use it due to her hectic schedule. • Sarah reads whenever she can and does read magazines with her mother (Reader's Digest, Gardening, Time). LevelofInteraction SpartanNash Copyright 2015 | Private and Confidential 41
  • 42. Sarah's Journey LevelofInteraction List Maintenance Budget/Meal Plan/Expands a Paper List Research and Plan Weekly List (Coupon finding, ad browsing, price checking online and in paper Plans trips based on potential savings and conveniences Grabs a cart and stops by pharmacy to get prescriptions filled as she shops Starts her shopping in center store and does fresh items last. Takes her time and wanders all the aisles. Says hello to friends and associates. Stops at service counter for stamps. Adds items to basket based on sales or promotion (e.g. fuel) Goes to staffed checkout lane, grabs a soda and snack. Buys her parents a magazine. Presents coupons and pays for her groceries with a debit card and mom's with check. Has associates bag in plastic bags and pushes basket to fit bags with competitive store items. Drops groceries off at her mom's house and returns home to pack away her own things. Repacks her pantry and realizes what she forgot. Adds to new list. Recieves weekly ad e-mails and mailer coupons, loads digital coupons at kiosk. Pantry Needs Reloading Sees pins from a blogger for freezer- ready meals Looks for opportunities to deepen pantry (10 for 10, Price Freeze) Retrieves prescriptions from pharmacy and a .25 cent fuel reward for filling the fifth prescription. Zero Moments of Truth Planning ReturnShopping Purchase + + + Commitment to Family Fare Satisfaction of Shopping Experience Likelihood to recommend Family Fare Importance of in store Experience - - - Motivators Social/Community Personal Process/Workflows Milestones/Moments of Truth Content Seeking/Research Online or Offline Tools +- Competitive Shop SpartanNash Copyright 2015 | Private and Confidential 42
  • 43. Patricia | The Empty Nester About Patricia Patricia is an active, adventurous retiree. Since retirement, she and her husband enjoy spending a great deal of time traveling, playing golf, boating, walking the dogs several times a day and lawn games. She enjoys cooking, board games, going to the casino, spending time with friends and family, wine and watching her favorite shows on television. How Patricia interacts with Family Fare Supermarkets Patricia and Chris shop at several different stores, and stop at a different one almost daily. They likes shopping at Family Fare because it's convenient, fast and the employees are friendly and they've been coming to the same store for years. They like to shop the ad and enjoy the fact that they know several associates by name. Patricia spends an average of $44 per trip and sometimes stops in twice a week. She buys some organic items and often experiments with specialty items. Because Chris' doctor wants him on a low-salt diet, Patricia tends to read a lot of labels and looks for healthier and light options whenever possible. She wishes the store had more information to help in this area. She and her husband are adventurous eaters and love when they can be introduced to a new recipe through a store demo or handout. Her family occasionally uses the pharmacy for over the counter drugs and for prescriptions because its convenient for her. She uses our yes Card but hasn't taken the time to set up digital coupons. Patricia isn't necessarily coupon motivated, but likes to get a good deal and pays attention to signs and sales. She isn't adverse to private brands, but is also willing to spend a little more for the brands that her family prefers. Patricia's Shopping Mix Other stores Patricia includes in her weekly shopping trip include: Meijer, meat markets, farmer's markets, membership warehouses, and drug stores. While she always makes a stop at Family Fare at least once a week, her basket will fluctuate depending on her schedule. She's also prone to switching brands or items if she's influenced by a store demonstration that she often sees in warehouse stores. Patricia's Needs: While she's a creature of habit and enjoys coming into a local store, Sarah is an adventurer and is becoming increasingly health conscious as she and her husband age. She tries new food trends and is definitely looking to stores to help her navigate health and wellness issues moving forward. More and more, she's becoming impressed by larger stores that seem to offer more exciting and adventurous shopping experiences. "I love my local grocery store. We've been shopping here for years." Age: 64 Location: Gaylord, MI Language: English Education: Bachelor's Degree Work Life: Patricia is a retired homemaker. Home Life: Patricia is a very active retiree. She and her husband Chris are parents to two adult children and a pair of terriers that keep them busy and active. The couple live in Gaylord for the summer and fall months and spend their winters in Florida. They have lived in the Gaylord area all their life and feel a strong connection to their community. They love having their children and grandchildren at their lake home each summer and often entertain friends. Household Income: $120k per year Digital Life: Sarah uses an Apple iPhone. She's well versed in using the simple features of the phone and loves getting the chance to FaceTime or Skype with her grand children. She uses Facebook to look at her children's photos of the grandkids but never posts herself. Sarah doesn't really use the internet for much shopping, but she has ordered a few things from Amazon and likes to plan vacations and road trips with Chris using travel sites. The couple typically spend about 4 to 5 hours online each week, mostly from a laptop. Technology and Media Diet: • Patricia is a heavy cable television user. She and her husband have a variety of shows that they enjoy. She loves Wheel of Fortune, Jeopardy and Law and Order. • Daytime soap operas and variety shows are a guilty pleasure for Sarah. • Sarah reads a few periodicals, including Reader's Digest, The National Enquirer, People and her local newspaper . • She and her husband enjoy going to the movies, especially matinees. SpartanNash Copyright 2015 | Private and Confidential 43
  • 44. Patricia's Journey s LevelofInteraction It's Monday. Let's shop! Meal Plan and try at least one or two new meals a month Habitual shoppers and cooks Keeps a regular list of staple items. Doesn't seek coupons, but uses them when they see one that fits them. Plan based on what they feel like, and what social events are on their calendar. Visit different stores daily and are willing to try new things. Grabs small shopping cart and stops for coffee. They follow the flow of the store and take their time browsing and chatting with associates. Read labels to check if they're "allowed" to have an item to dietary restrictions. Goes through staffed check lane and buys candy for grand kids. Look for demos and are prone to impulse buy because of them. Prefers paper bags and carryout service (frustrated that it's not a standard service). Take advantage of 10 for 10 and markdown items to stock pantry. Stock the pantry and plan for Walgreen's Wednesday! Zero Moments of Truth Planning ReturnShopping Purchase + + + Commitment to Family Fare Satisfaction of Shopping Experience Likelihood to recommend Family Fare Importance of in store Experience - - - Motivators Social/Community Personal Process/Workflows Milestones/Moments of Truth Content Seeking/Research Online or Offline Tools +- Competitive Shop SpartanNash Copyright 2015 | Private and Confidential 44
  • 45. Rick | The Single Millenial About Rick While Rick enjoys his work, he is under the impression that he never has enough time to fit everything into his busy schedule. He has many hobbies that he longs to spend more time on and feels like his expanded role at work has cut into valuable time. As a result, he tries to find ways to remove the seemingly mundane tasks in front of him. In his spare time, Rick likes fishing, playing hockey, going to the gym with his friends, traveling, attending sporting events, working on his car and going to the bar to watch a game. He enjoys television and spends a good deal of his free time on the Internet despite the fact that he always feels pressed for time. How Rick interacts with Family Fare Supermarkets Rick shops at several stores and generally goes with the store that is most convenient. He only "cooks" two times a week. For Rick, cooking is preparing sides for a rotisserie chicken or a quick meal solution that is economical and quick. He doesn't like to waste too much time in the kitchen. Rick leans towards frozen meals and healthier quick meal solutions. His grocery store trips usually include beer and spirits. He buys lots of snacks to take with him to his job site because he seldom gets out for lunch with co-workers. He is striving to eat healthier now that he's closer to 30 but doesn't sweat grabbing some wings and a beer with his buddies after a long day if it means he doesn't have to go to a grocery store. Rick isn't price sensitive and mostly shops based on what he feels like having that week. He's not a planner and almost never knows what he'll be eating unless he's entertaining friends or a date. He would be open to help if it was easy and quick. Rick's Shopping Mix Other stores Annette includes in her weekly shopping trip include: Meijer, specialty wine and liquor stores, drug stores and Target. He doesn't go out of his way to stop at Family Fare, but has experience with the store from his youth. He stops when it's convenient. Rick's Needs: Rick could be easily inspired by the right set of mealtime solutions and would be ripe for online ordering and delivery or even curbside pickup. He wants to spend less money at the bar and eat at home but isn't willing to put the work in to doing the actual cooking. Fresh selections and healthier options are something he'd choose if he had the time to do the shopping. He wants the conveniences of a full-service experience without the hassle of actually going into a store or being bogged down by bigger box stores like Meijer. LevelofInteraction "I try and avoid the grocery store if it's possible. I prefer to just keep things really simple so I have time to do the things I love." Age: 29 Location: Fargo, ND Language: English Education: Community College Work Life: Rick is a successful young tradesman who got his start as an apprentice electrician. He is in line to start managing job sites and is excited about his growing career. Home Life: Rick is single but dating. He doesn't stay in relationships for very long and doesn't like having the responsibility of caring for pets. He's an apartment dweller that likes modern conveniences, including stores that will ship directly to his door. Household Income: $55k per year Digital Life: Rick uses an Apple iPhone. He's a power user and spends the bulk of his digital life connected to his phone. He's considering an apple watch, both for the cool factor and to simplify parts of his life. He's very active in social media and on dating sites. Primary networks include Instagram, Snapchat and Reddit. He has a Facebook profile but is thinking of "quitting" because it takes up too much time. He's not an avid follower of blogs, but does get most of his news from Techcruch, Buzzfeed and the Huffington Post. He spends a lot of money online and rarely uses an actual storefront to make a purchase if it isn't grocery. He is comfortable buying clothes, electronics, computers music and entertainment online. He uses Netflix and Amazon regularly and even downloads movies illegally though torrent sites. He has an iPad as well and uses lots of apps for everything from reading, to personal productivity, to gaming. He's a gamer that prefers Xbox One and has several friends he plays Halo or Madden with up to three times a week. Technology and Media Diet: • Rick texts often and uses video chatting services to talk with his parents and potential dates. He has little worry of having a public online life. • At work, Rick uses an Otterbox-grade PC to stand up to demanding worksites and is comfortable with both Mac and PC operating systems. • An avid sports fan, Rick subscribes to NHL Center Ice through his Apple TV and watches other sports at the bar with friends. • Rick is a fan of Sports Illustrated, Esquire, Maxim and Men's Health. SpartanNash Copyright 2015 | Private and Confidential 45
  • 46. Rick's Journey LevelofInteraction e nt Gotta eat to live. Plans around what fills his stomach for a reasonable price. Crap my fridge is empty and the game's on. Buys what he feels like when he's at the store. Is focused on convenience and has no sensitivity to price. Plan based on what they feel like, and what social events are on their calendar. Visits the closest store that's the least intrusive/ overbearing Grabs a basket and goes immediately to what's out of stock at home. Shops primarily from three to four sections (meat, frozen, beer/ alcohol) or aisles. Willing to try new product if it's fast and easy to use. Goes to self-checkout.Is annoyed when he has to present ID for alcohol purchase. Avoids demos but looks for simple fresh solutions. May try pre-seasoned items and deli offerings. Doesn't care whether the bag is plastic, paper or re- usable. Take advantage of 10 for 10 and markdown items to stock pantry. Stock the pantry and hope not to return for at least two weeks. Never looks at the ad or associates. Zero Moments of Truth Planning ReturnShopping Purchase + + + Commitment to Family Fare Satisfaction of Shopping Experience Likelihood to recommend Family Fare Importance of in store Experience - - - Motivators Social/Community Personal Process/Workflows Milestones/Moments of Truth Content Seeking/Research Online or Offline Tools +- Competitive Shop SpartanNash Copyright 2015 | Private and Confidential 46
  • 47. 47 SpartanNash Copyright 2015 | Private and Confidential
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  • 50. PRACTICAL APPLICATIONS SpartanNash Copyright 2015 | Private and Confidential
  • 51. 51 EXPERIENCE STRATEGY Connect shoppers to an extensible, personalized experiences that learns from their shopping behaviors, digital activity and tool use, while providing best-in-class tools that make shopping in SpartanNash stores more convenient. The key to personalized experiences starts with understanding user behaviro while offering relevant content to their tastes in exchange for self reported data. 45% 30% 25% Product Health/Nutrition Cooking Skill SpartanNash Copyright 2015 | Private and Confidential
  • 52. 52 SpartanNash Copyright 2015 | Private and Confidential INBOUND MARKETING OPPORTUNITY One of the easiest ways we can bring in new recruits and introduce them to our organizations through digital means is inbound marketing efforts aimed at those interested in what our company can provide. Attract Blog Social Media Keywords Pages Strangers Convert Calls-to-Action Landing Pages Forms Contacts Visitors Close Email Workflows Lead Scoring CRM Integrations Leads Delight Social Media Smart Calls-to-Action Email Workflows Customers Promoters
  • 53. 53 SpartanNash Copyright 2015 | Private and Confidential
  • 55. LET’S CONNECT Daniel.Eizans@spartannash.com LinkedIn: linkedin.com/deizans Twitter: @danieleizans Slideshare: Slideshare.net/danieleizans