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Group 2 Lab Assignment 3
- 1. East Village Gourmet Assignment 3: Proposals Amanda Isaac Jenny Kim Yiling Yeh Jordan Zeman
- 2. Opportunity Finding: ObservaCons Cons • Decreased cigareFe sales due to people quiHng • Preference for fresh fruit and vegetables • PotenCal tax on sugary drinks • Not promoCng the deli well enough • No seaCng for customers • Small store space with narrow isles • Healthy food is not immediately visible • Prices are on small sCckers on products • Deli menu is not immediately visible • On the same block as other food establishments
- 3. Opportunity Finding: ObservaCons Pros • Open 24 Hours • Friendly staff • Some loyal customers • Wide variety of products • Clean, nice looking store • Bright lighCng • Ceiling fans to help with summer heat • Security system • ATM machine inside and out • Large windows for product display • Prepared food available • Soy opCons • Newspapers for sale • Located near transit
- 5. Proximity of other food suppliers
- 6. Opportunity Finding: Brainstorming • Adding seaCng to the store • Make the storefront more aFracCve – Outside seaCng and inside seaCng • Have healthy opCons be more of a • Free sample days for deli food focus • Tote bags for loyal customers • Make the shopping experience easier • Making the environment of the store – Change the store layout to have a flow more appealing • Have prices larger – Music, Video • Bigger menu for deli • AdverCsing flyers for local residencies • Make the store stand out from the • PromoCng the bodega to students others • Take advantage of the transit
- 7. Opportunity Finding: Affinity Map Uniqueness Transit Samples Totes Storefront Students SeaCng Engaging Community Keeping Customers Health AdverCsing Prices Environment Customer Experience Menu Shopping
- 8. Conclusion: The best method of engaging the community, enhancing the customer experience and keeping customers is through a tote bag!
- 12. Scenario: Poster Dra] 1
- 13. QuesCon: Do people respond beFer to text or image design on the tote bag?
- 20. Conclusion: Customers prefer the use of images on their tote bags.
- 21. Strategic ConversaCon: Interviews Manager • felt that $15 was a high price point for an everyday costumer • wasn’t convinced how one tote would spread the word and bring more customers • liked the tote idea, but wanted to be the one who picks the drawing that would be placed on bag • main concern was how he could bring in more people Costumers • same as manager, felt $15 was a high price point for an everyday bodega buy • enjoyed having a tote that had the theme of the east village • was interested in how this project could make this bodega a community bodega • excited to be part of the design process in submiHng drawing, but weren’t clear on how the design of tote was being picked
- 22. Problems with first dra] Poster: • Price limit to receive a bag • Does not have the customers returning • Does not engage the customer beyond one interacCon • Is not conducive to sharing among community
- 24. Final Poster: • Resolves the price issue by removing a minimum purchase • Calls the customer back to receive the tote • Allows the customer to share the coupon with friends
- 25. Process Overview • Tools: • Who – Pencil & paper – General public – Camera – Customers – Printer – Bodega owner – Internet (research) • When – Cards – Cards: 4-‐2-‐2010 to – Affinity map 4-‐5-‐2010 • AcCviCes: – Interviews/first poster dra]: 4-‐2-‐2010 – One on one interviews – Cards le] for feedback • Where – Brainstorming – 217 Ave A – Planning scenarios – IDC lounge
- 26. End.