This was developed by Jacopo "Apo" Bordin and Paris Daniell; Advertising students at the Academy of Art University majoring in account planning. Creating this digital strategy and insight into improving Safeway's user experience was articulated and completed outside of a classroom. We have the inspiring waterfront and our studies to thank.

1. Making shoppers lives better. Paris Daniell parisdaniell.com Jacopo “Apo” Bordin joinmeforbreakfast.com

2. INDEX 1. PROBLEM 2. DIGITAL BRAND PURPOSE 3. PROSPECTIVE SHOPPERS 4. 3 GENERATIONS OF MOM 5. STRATEGY 6. TACTIC 7. EXECUTION 8. R-C-T-G

3. Safeway’s online experience needs to be improved in order for better customer satisfaction and ultimately to reach new potential consumers . PROBLEM Safeway meeting expectations with online shopping while it should be exceeding them.

4. “ 70% of Americans say Moms today have it tougher than their counterparts 20 or 30 years ago.” Source: Pew Research Center – May 2007 Motherhood Today Study DIGITAL BRAND PURPOSE Making shoppers lives better.

5. “ Moms spend 31% of their time online looking in food and cooking categories.” Source: Digital mom report via Razorfish and Cafe Mom – Feb 2009 PROSPECTIVE SHOPPERS Moms ages 18 to 55 who are connected online through several channels including their mobile phone, web, and email.

7. This proposed strategy would thrive through these emerging behaviors . Incorporating Safeway into mom’s daily life will create a lasting brand impression amongst our demographic and the ones attached to them by benefiting from this digital service. “ Women with children highly value social media, mobile and other digital technologies as a convenient means to stay connected, seek advice and information, shop and learn about products, meet others like themselves and simplify the many dimensions of their lives.” Source: Digital mom report via Razorfish and Cafe Mom – Feb 2009 STRATEGY Integrate online grocery shopping into peoples digital lives and connecting the experience with offline behaviors.

9. EXECUTION In order to accomplish the digital brand purpose, we propose the following: Interactive local store map. This digital experience will also cater to the non-online shopper. If the user is going to be spending time in the store they will be able to create a foot map which corresponds with the items on their list at the selected store. Doing this will improve the efficiency of every shoppers visit, from the young person with time constraints to the older person who doesn’t want to spend time wandering and walking. Social shopping list. Peoples lives have migrated online, therefore enabling their shopping list to be seen by others will create new behaviors that will help them define their purchase decisions. Examples of this idea in use are: Mothers who are already present on social networks because of their children, can now share and allow their kids to add items they want, making moms job easier while fulfilling their children’s desires. New mothers will be able to search other shopping lists in order to learn from more experienced moms. Empty nester moms could profit of such a service, in order to look out for the well being of their absent children. Food reminder. When using the Safeway online shopping service, users will automatically be subscribed to a periodical update through any desired platform, reminding them about expiration dates on the items they purchased. Personalized product search. Enabling the user to search products and social shopping lists using different filters and keywords. Some of the search categories could incorporate lifestyle, discounted products, food allergies, diets, and others.

10. R-C-T-G Why this makes sense for Safeway. Risk free. Implementing this idea, Safeway can easily adjust and control the experience depending on the consumers feedback. Cheap. Executing these proposed strategies would be low in cost and high in reach and frequency . Transparent. This tool not only creates an excellent experience and take away with their customers, but provides Safeway with a bounty of information and a general better understanding of their consumers needs, wants, and motivations. Great > Good. As a result from this strategy, Safeway will meet today’s consumer needs and surpass their expectations.

11. THANKS!