Start over strategy for tomorrow's future - ThoughtWorks Live China 2014

START OVER STRATEGYfor tomorrow’s future

Moving From Omni-Channel to the

MULTI-PLEX BRAND EXPERIENCEJoshua C. Sigel

SINGLE-CHANNEL

MULTI-CHANNEL

OMNI-CHANNEL

CATALOG

CATALOG

Evolution of the Retail Shopping Experience

MULTIPLEXbrand 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 segment4

Retail Food Food Service

Guiding Principles

1platform

create a

JOURNEY

leverage our

smallersize

let

history

inform

the

future,

not drive

the it

LET GUESTS CHOOSE

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

2Many guests were pressed for time during

peak business hours and wanted good

food quickly

SOLUTIONS

1Flexible POS and Service

Design that enabled any item to

be ordered from any station and

picked up at the express

counter.

2Ordering online and

take-out, dine-in, or get

it delivered

in both grocery & restaurant properties

OBSERVATIONS

3Families were in the restaurant together

but were not necessarily interested in eating

the same food or even eating together

SOLUTIONS

3Richtree 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

4Not 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

5Customers made multiple purchases from multiple

stations = multiple payments and standing in

multiple queues.

SOLUTION

5Strategically 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.

6Menu 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

6Product 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

7Moms and dads had difficulty finding a safe way to

navigate AND had a hard time finding seating that

was family "friendly”

SOLUTION

7Created the Richtree

Market Garden where

children could play

while parents watched

them while enjoying a

great meal.

in both grocery & restaurant properties

OBSERVATIONS

8Guests needed direction and clear forms of way

finding in order to ensure they got the most out of

the experience

SOLUTION

8Holographic 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

9For 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.

N E X T G E N E R AT I O N

RETAIL ARCHITECTURE

INF

RA

ST

RU

CT

UR

E(N

MF

G a

s a

n e

xam

ple

)

• 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

[email protected]

@JoshuaSigel