How can we address the customer’s unarticulated needs and desires, infusing delight into a retail experience?
THE BIG QUESTION
Big Bazaar Gen Nxt: Service Design
THE BIG QUESTION
How can we go beyond functional attributes, to address the customer’s unarticulated needs and desires, infusing delight into their experience?
The journeys revealed some deeply felt pain points and opportunities which were mapped using the Value Proposition Canvas model.
One of the key pain points of the retail experience, led to an idea which became BB Gen Nxt's most valuable add-on.
Service design is an immersive, holistic and co-creative exercise
Owing to a rapidly evolving target audience, Big Bazaar created a sub brand called ‘Big Bazaar Gen Nxt' focused towards the millennial generation. Keeping alive the ‘seva’ philosophy of brand Big Bazaar, the client intended to create a layer of special service design for demanding millennial shoppers in the Big Bazaar Gen Nxt stores.
The big question was how can we go beyond functional attributes, to address the customer’s unarticulated needs and desires, infusing delight into their experience?
The answer lies in an immersive, holistic and co-creative exercise of Service Design.
The exercise started with 8 consumer journeys captured using the Value proposition canvas, resulting into 36 Service ideas of which 9 ideas were prototype and piloted
A set of 8 comprehensive consumer journeys were carried out by the idiom team across categories and for different target audiences to identify key pain points, customer jobs and gain points. The journeys revealed some deeply felt issues and opportunities which were mapped using the Value Proposition Canvas model.
The exercise resulted in 36 unique service ideas each of which was detailed out using our Service framework. Nine services were selected to pilot in the store. These services were categorized into two types:
We Would Love to Help You : Services which emphasize BB Gen Nxt’s promise of better customer service
Help Us Help You : Inclusive services which exhort the customer help make the store’s experience better
Sit down billing transformed the painful experience of ‘standing in the queue’ into a comfortable and exciting lounge experience
One of the key services added was the Sit down billing experience. It came from one of the key pain points of any retail experiences – long queues at the point of sale. It turned the concept of ‘standing’ in the queue by creating ‘sit down lounge’ where customers can relax while their billing happens.
However rather than just relieving pain, we took it a step ahead by adding aspects of comfort and excitement by creating a sampling zone where consumers could try new food products, which they can of course add to their shopping if they wish so.