12th international mapp workshop on consumer behaviour ......«tomorrow's markets do not belong...
TRANSCRIPT
Diese Präsentation ist urheberrechtlich geschützt. Jede Art des Vervielfältigens ist verboten. Wiedergaben sind nur mit schriftlicher Bewilligung des Autors erlaubt.This presentation is protected by copyright. Any form of copying is prohibited. Reproduction is permitted only subject to the written consent of the author.
Diese Präsentation ist urheberrechtlich geschützt. Jede Art des Vervielfältigens ist verboten. Wiedergaben sind nur mit schriftlicher Bewilligung des Autors erlaubt.This presentation is protected by copyright. Any form of copying is prohibited. Reproduction is permitted only subject to the written consent of the author.
Customer journeys –The paths from thinking of food to eating
a delightful meal
Dr. Mirjam Hauser
Middelfart, May 20, 2015
12th International MAPP Workshop on Consumer Behaviour and Food Marketing
«Tomorrow's markets do not belong to the fear-mongers but to
the generators of hope - the dreamer is the
true realist.»
Gottlieb Duttweiler, 1888-1962
What is the GDI doing?
Events: Conferences, lectures, talks
Publications
− GDI studies
− GDI IMPULS
− GDI Books
− GDI Newsletter
Research
− Own studies
− Commissionedstudies
− Talks/lectures
− Workshops
Event location
− Rooms & infrastructure
− Gastronomy
− Services
The future of food – How new technologychanges the way we buy goods
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http://e
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3202
Why customer journeys?Research goal, methods and procedure
� Values and attitudes are important drivers for food purchase
behavior, but little is known about the interplay of people’s values, lifestyle, and situational context of the purchase behavior
� The goal of this research project was to explore barriers and facilitators for satisfying food choices
− A: 16 semi-structured in-depth interviews with Swiss families
− B: Workshop with experts on the findings and implications
� The study identified a variety of crucial contextual factors facilitating and impeding sustainable and healthy food choices,
− available resources (time, money, knowledge a. food & cooking)
− logistics (availability of purchase points, coalescence of online and offline services, etc.)
Interview sample: 16 families living in the city of Zurich
Work
� 1 parent 100%, other part-time (6)
� Both part-time (4)
� Both 100% (1)
� Single parent part-time (4)
� Single parent full-time 100% (1)
Children (1-3 per family)
� 8 Pre-school-kids (1-6 years)
� 9 School kids (7-12 years)
� 8 Teenager (13-18+ years)
Family model� Parents/Couple (11)
� Single parent (5)
Eating out-of-home (nursery, school, workplace)� Almost every child at least 1-2x
week
� Occurence per week:
− never (2)
− 1x (1)
− 2-3x (5)
− 4-5x (6)
− (+ 1 student & 1 grandchild)
Qu
elle
: G
DI
Fa
mig
ros-I
nte
rvie
ws 2
01
5
(N=
16
)
Weekdays: Quick breakfast at home, individual varying lunch, joint dinner at home
6:00 9:00 12:00 16:00 19:00 23:00
Shopping
Out-of-home
Canteen/Cafeteri
a
At work/school
On the go
At homeSleeping
healthy
RestaurantTake Away
Break-room(BYO)
Daycare
School/Nursery
Supermarket:a) 1 bulk purchase
b) 2-3x week
Restaurant(rarely)
Kid/s
Parent A
Parent B
Cafeteria
LunchJoint dinnermain mealBreakfast
at home
Breakfast on-the-go
Snack
Snack atwork/school
Snack on-the-go
Freshly cookedTaking time for cooking
Eating as a way to gettogetherQuick and healthy
Snack
offers, freshregional, organic –
intolerancesLittle/no convenience
Values
So
iurc
e:
GD
I F
am
igro
s-I
nte
rvie
ws 2
01
5
(N=
16
)
Identifying critical touch points –online and real go hand in hand
� Offers: Bulk purchases at retailers are guided by offers – touch
points are: (retailer) magazines, apps, online, PoS (salespeople)
� Planning of the menu: mostly by one parent who plans, organizes and cooks – in agreement with the partner
� Online-Recipee-Sites or Apps support the planning process
� About half use a shopping list – the others decide at the PoSand still other combine both.
� Online-Shopping is only moderately liked, mostly due to the lack
of experience/pleasure (unemotional), negative experiences, noadded value, delivery costs and inflexible delivery times
� Self-Scanning/Checkout is a positive experience: convenient, transparent, faster – but concerns about cashier job cuts
Qu
elle
: G
DI
Fa
mig
ros-I
nte
rvie
ws 2
01
5
(N=
16
)
On weekends families follow similar eatingpaths: later brunch and elaborate joint dinner
8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
Regularbreakfast
Out-of-homeExcursions
Restaurant
Fastfood/
Self-service
Invitations
At home
Picnic/BBQ(BYO)
Big dinner withfamily/friends/gue
sts
Exceptions:Fastfood
Self-service
Restaurant (besondere
Anlässe)
Being guestat a
friend‘s/relatives‘ home
Coffee&Cake
with friendsSleeping
Brunch withfamily
Regular lunch
Shopping (Farmers) Market &
Specialty shops
Supermarket DIY
Garden/
relatives
DE
Values
ElaborateTaking time
Try new recipes
Pleasure,Variety
Lack of time
InspirationTaking time
SpecialitiesQuality
HelpingUnderstanding
So
urc
e:
GD
I F
am
igro
s-I
nte
rvie
ws 2
01
5
(N=
16
)
More crucial touch points –Experiences of life shape eating habits
� Personal and family turning points
� Out-of-home: Choice of location and concept depends on various
motives and situation...
– Age of children
– Recommendation of friends
– Online restaurant ratings
– Own experience at the restaurant
� Self-determination: Cooking at home and inviting relatives/friends
(or vice-versa)
Qu
elle
: G
DI
Fa
mig
ros-I
nte
rvie
ws 2
01
5
(N=
16
)
Workshop withexperts on future
touch points
Touch Points before, during and after thepurchase: both real and virtual
Type oftouchpoint
BeforeChoice ofpurchaselocation
During After
SupermarketSpecialty store
Farmers market
OnlineDelivery
Take-AwayFast Food
...
Theses on futurecustomer journeys
for retail, gastronomyand industry
Good food will become ubiquitous – Green Smoothies as a symbol for the new mindset
http://s
uperd
anke.c
om
,w
ww
.schnägg.c
h, http://ilo
vesla
.com
Smart Mama – Digital assistents will close thegap between consumer needs & food industry
ww
w.d
em
ohour.
com
/pro
jects
/336784; w
ww
.hapi.com
/pro
ducts
-hapifork
.asp, w
ww
.ris
e.u
s
Food Theater –How inspiration at the PoS attracts customers
http://thefo
llybar.
co.u
k; http://b
ills-w
ebsite.c
o.u
k; w
ww
.hilt
l.ch/d
e/s
tandort
e/p
flanzbar
https://p
icasaw
eb.g
oogle
.com
/115256683569729121957/Z
urichO
ffic
eP
hoto
s#
«We want to be pioneers and are proud when other companies follow suit.»
Thomas Camenzind, Google Switzerland
Forget desk food!
A new generation of reservation and ordering systems will determine shopper’s loyality
ww
w.insta
cart
.com
Future implicationsfor research and food industry
Crucial touch points for the future:
� New technology such as apps, social media, online shopping
� New players such as food-start-ups: in reality (shops/concepts) and online (services/platforms)
� POS remains the stage to inspire consumers needs – Marketsare conversations!
Future research:
� Interaction of online and virtual touch points need to be studied in depth
� What are chances and what are the risks of the smart assistants?