Customer journeys: The paths from thinking of food to eating a

12th International MAPP Workshop on Consumer Behaviour and Food Marketing
Customer journeys –
The paths from thinking of food to eating
a delightful meal
Dr. Mirjam Hauser
Middelfart, May 20, 2015
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«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
− Commissioned
studies
Event location
− Talks/lectures
− Rooms & infrastructure
− Workshops
− Gastronomy
− Services
www.geekwire.com/2015/amazon-prime-discourages-most-people-from-comparison-shopping-online/ http://etailment.de/thema/player/Pril-Blume-2.0-Warum-der-Handel-den-Amazon-Dash-Button-schleunigst-kopieren-muss3202
The future of food – How new technology
changes the way we buy goods
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
Family model
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)
Parents/Couple (11)
Single parent (5)
8 Pre-school-kids (1-6 years)
9 School kids (7-12 years)
8 Teenager (13-18+ years)
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)
Quelle: GDI Famigros-Interviews 2015 (N=16)
Children (1-3 per family)
Eating out-of-home (nursery,
school, workplace)
Weekdays: Quick breakfast at home, individual
varying lunch, joint dinner at home
Kid/s
Shopping
Restaurant
Take Away
Supermarket:
a) 1 bulk purchase
b) 2-3x week
offers, fresh
regional, organic –
intolerances
Little/no convenience
Parent A
Parent B
Values
Restaurant
(rarely)
Out-of-home
Cafeteria
Break-room
(BYO)
Snack
healthy
At work/school
Breakfast
on-the-go
Snack at
work/school
Daycare
School/Nursery
Snack onthe-go
Quick and healthy
On the go
Lunch
Breakfast
at home
Snack
Freshly cooked
Taking time for cooking
Eating as a way to get
together
Joint dinner
main meal
Sleeping
At home
6:00
9:00
12:00
16:00
19:00
23:00
Soiurce: GDI Famigros-Interviews 2015 (N=16)
Canteen/Cafeteri
a
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 PoS
and still other combine both.
Online-Shopping is only moderately liked, mostly due to the lack
of experience/pleasure (unemotional), negative experiences, no
added value, delivery costs and inflexible delivery times
Self-Scanning/Checkout is a positive experience: convenient,
transparent, faster – but concerns about cashier job cuts
Quelle: GDI Famigros-Interviews 2015 (N=16)
Identifying critical touch points –
online and real go hand in hand
On weekends families follow similar eating
paths: later brunch and elaborate joint dinner
Helping
Understanding
Supermarket
DE
DIY
Garden/
relatives
Out-of-home
Pleasure,
Variety
Lack of time
Restaurant
(besondere
Anlässe)
Picnic/BBQ
(BYO)
Excursions
Restaurant
Fastfood/
Self-service
Exceptions:
Fastfood
Self-service
Being guest
at a
friend‘s/relativ
es‘ home
Invitations
Brunch with
family
At home
Regular
breakfast
8:00
Coffee&
Cake
with friends
Regular
lunch
10:00
12:00
14:00
Values
16:00
Elaborate
Taking time
Try new recipes
Big dinner with
family/friends/gue
sts
Sleeping
18:00
20:00
22:00
Source: GDI Famigros-Interviews 2015 (N=16)
Shopping
Inspiration
Taking time
(Farmers)
Specialities
Market &
Quality
Specialty shops
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
– Online restaurant ratings
– Own experience at the restaurant
Self-determination: Cooking at home and inviting relatives/friends
(or vice-versa)
Quelle: GDI Famigros-Interviews 2015 (N=16)
– Recommendation of friends
Workshop with
experts on future
touch points
Touch Points before, during and after the
purchase: both real and virtual
Type of
touch
point
Before
Choice of
purchase
location
Supermarket
Specialty store
Farmers
market
Online
Delivery
Take-Away
Fast Food
...
During
After
Theses on future
customer journeys
for retail, gastronomy
and industry
http://superdanke.com, www.schnägg.ch, http://ilovesla.com
Good food will become ubiquitous – Green
Smoothies as a symbol for the new mindset
www.demohour.com/projects/336784; www.hapi.com/products-hapifork.asp, www.rise.us
Smart Mama – Digital assistents will close the
gap between consumer needs & food industry
http://thefollybar.co.uk; http://bills-website.co.uk; www.hiltl.ch/de/standorte/pflanzbar
Food Theater –
How inspiration at the PoS attracts customers
«We want to be pioneers and
are proud when other
companies follow suit.»
Thomas Camenzind,
Google Switzerland
https://picasaweb.google.com/115256683569729121957/ZurichOfficePhotos#
Forget desk food!
www.instacart.com
A new generation of reservation and ordering
systems will determine shopper’s loyality
Future implications
for 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 – Markets
are 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?
Thank you!
[email protected]
www.gdi.ch/en/publications
[email protected]