CURATED AND CONNECTED TASTING EXPERIENCES AT FOXTROT
Test whether the unique in-store tasting experience would increase the frequency and desirability of the Foxtrot to customers.
Sponsored Project | Service Design
Foxtrot is a Chicago-based convenience store carrying a selection of snacks and grocery items, along with prepared foods, craft beer and wine.
We proposed Foxtrot Flights, a way of crafting a series of curated tasting experiences to increase loyalty of customer. It provides chance for customers to sample and learn more about new foods and wines guided by highly knowledgeable staff in a casual relaxed atmosphere.
Context
Foxtrot Market sponsored the topic in the Service Design Workshop course.
Aug - Dec 2021 (14 weeks)My Role
Customer Insights Synthesis
Concept Building
Service Design Deliverables
Design Rationale both Verbally and Visually
Team
Subin Kim
Veronica Paz Soldan
Joanna Zhou
HMW
create a differentiated loyalty program as a platforms that communicate brand values to regular customers and engage the new customers?
Process
Topic Onboarding
Foxtrot gave us three topics: Customer loyalty, the future shopping experience, and connecting digital and physical experience. Our team started the project with the theme of loyalty and we understood what difficulties Foxtrot has, who their competitors are.
AEIOU framework
We observed the movement of customers within the store, interactions with staff, and where they stayed the longest. In addition, through interview interception, we understood customers' perceptions of Foxtrot and the reasons for their visit, and organized research insights through the AEIOU framework.
Value Proposition Canvas
We used Value Proposition Canvas to explore opportunity areas and synthesize them into three.
First Proposal
The first idea proposal was submitted to the client, and the concept was iterated based on their feedback.
Concept Experiment
To verify the concept, we tested our final idea with real customers. After the test, we explore the desirability and viability of the option through interview interception with customers and staffs.
Presentation to Foxtrot
We presented our final proposal and service blueprint to our workshop partner, Foxtrot, and were able to receive positive feedback.
Identifying Context
Foxtrot wants to attract more loyalty customers but homogeneous loyalty rewards may not meet the needs of different customer segments.
Foxtrot Market is popular in Chicago, especially with younger customers, with a total of 11 stores in Chicago. For the continuous growth and compete with competitors, Foxtrot's mission is to instill good branding awareness among customers and broaden the range of loyalty customers through unique customer experiences.
Currently, the Foxtrot reward system gives all customers a $3 discount on drinks, free coffee, and discounts on certain wines if they spend more than a certain amount at Foxtrot. But this homogeneous loyalty rewards may not meet the needs of different customer segments.
Research Analysis
Observation & Interview Intercept
We observed customers and recorded their path to the store. Then, we identified the challenges and perception of Foxtrot through customers interview intercepts.
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Insight Classification
Using the AEIOU framework, we categorized the observations gathered during user research field studies. This process helped us to quickly turns raw notes into categories that can inform research analysis to develop key insights and other findings.
Explore Opportunity Areas
Through the Value Proposition canvas, we explored what kind of jobs customers have, what they are trying to achieve, what obstacles they have, and what benefits the product or service can provide. Through this, we found that as Foxtrot is a premium store, customers want a higher quality in-store experience, and they want the staff to notice them, and this process helped set the direction for our concept.
First Concept Proposal
How can Foxtrot be a social destination to locals?
Foxtrot can help by offering guided and unguided curated culinary experiences that make any social occasion a seamless journey to discover new favorites.
How can perks be more personalized?
Allow for customers to be able to select which perks are most relevant to them especially those tied to more experiential or value driven benefits such as access to tastings or donating to a local cause.
How might we make the routine interaction frictionless?
Through the app, find ways to minimize recurring transactions for regulars by automating frequent purchases (ex: morning coffee run) and building in cues for staff to surprise and delight customers.
Iterations
Explore whether an unique in-store experience increases the frequency to visit
Our client wanted to us to test whether creating a unique experience around gathering in-store would increase the desirability of the Foxtrot as a place to meet with friends.
Usually 6-8 pm on weekdays is hours of slow store traffic
If our concept can utilize these hours, it can be very profitable for business.
Wine business is a very important part of Foxtrot
Foxtrot already has ample wine resources, including in-store wine experts and quality wines, but has not had enough opportunities to inform and promote it to customers.
Final Proposal
Foxtrot flights is a way of crafting a series of curated, connected tasting experiences.
The brand becomes the ultimate ally, not just making it easy to find crave worthy foods and drinks, but in teaching the fun art of savoring them.
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Customer Journey | Reserved Flights
Experience Tiers
Each of the different offerings creates a deeper relationship between Foxtrot and its guests through continual culinary explorations.
Flight Trays
Printed information on the tray guides the customer through a self paced tasting with background product information.
Flight Events
Regularly scheduled events on weeknights that rotate between Tasting 101 to seasonal specialties. Guests will need to book a space beforehand.
Reserved Flights
Personalized pairing experience for a more intimate group. When reserving guests select from a theme or choose Dealer’s Choice.
Connected Experiences
Each Foxtrot flight builds on previous experiences while inviting further explorations.
With every interaction, guests are given enough incentive that tempts them into new experiences. In facilitating discovery, loyalty is created through the expertise that Foxtrot offers.
Benefits
"Build Loyalty"
Build loyalty through curation and experience rather than discounts
"Communicate a more trustworthy"
Leverages the unique and casual ambiance to communicate a more trustworthy, no BS expertise
"A social destination"
Events transform the store into a social destination that creates a community through shared explorations
"Facilitates selling"
Facilitates selling across all categories while reinforcing what make the brand unique
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