retail experience - fairprice xtra singapore
Post on 01-Jul-2015
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RETAIL
EXPERIENCEFAIRPRICE XTRA
PRIMARY RESEARCH
64.5
55%
16.5
14%
25.5
22%
10
9%
Observation Hours
General
Observations
Primary Data
Collection
General Mapping
Time
Detailed Process
mapping
AGENDA
Summary of observations
Target Consumer
Priority of Issues
Process mapping
Scope
Solutions
WHY FAIRPRICE
Over 400 essential products
priced lower than competitors
LinkPoints Loyalty Program
WHY FAIRPRICE
Has over 50% market share, 240 sale outlets
(Source: Fifth ISO Chairs’ Conference International Conference Center Geneva)
WHY FAIRPRICE XTRA
WHY FAIRPRICE XTRA
35.25 min
145152.1 min
327
Total Checkout Time
(weekday)
Items bought
Supermarket
XTRA hypermarket
CATEGORIZING ISSUES
IssuesBefore Entry
Carriers
In the Store
Checkout Counter
After
Exit
0
2
4
6
8
10
12
14
1 2 3 4 5 6
Fre
qu
en
cy
Income Range
MONTHLY INCOME
MONTHLY
INCOME
TARGET CONSUMER
1 = < $2000
2 = $2000-$3000
3 = $3001-$4000
4 = $4001-$5000
5 = $5001-$6000
6 = > $6000
Primary
Secondary
Based on interview of total 30 people at FairPrice Serangoon and Hougang
0
2
4
6
8
10
12
14
5 10 15 20 25 30 35 40 45
Fre
qu
en
cy
Number of minutes
DISTANCE FROM MARKET
(in terms of minutes)
TARGET CONSUMER
Time in
Minutes
Majority living within 5 minutes from market
Based on interview of total 30 people at FairPrice Serangoon and Hougang
TARGET CONSUMER
4 Visits monthly i.e. Once every week
VISITS PER MONTH
Based on interview of total 30 people at FairPrice Serangoon and Hougang
7
1
5
0
17
7
14
3
0
6
0
2
4
6
8
10
12
14
16
18
1 2 3 4 5
FR
EQ
UEN
CY
TRANSPORTATION
TRANSPORT TO MARKET
TRANSPORT FROM
MARKET
TARGET CONSUMER
1 = Car
2 = Cab(From Store)
3 = Bus
4 = MRT
5 = Walking(To Store)
MODE OF TRANSPORTBased on interview of total 30 people at FairPrice Serangoon and Hougang
CONSUMER PROFILE
Jojo & Jason Puah
Pragmatic
Strict schedules, well-organized
Value savings but willing to
spend on quality long term
investment
Time saving & cost-effectiveness
Anna Cheng
o Sourcing high-quality food
o Fresh fruits and vegetables
staples of her shopping trips
o Travels the distance for best fresh
food outlet
o Healthy & fresh solutions
CONSUMER PROFILE
Sandra & John Lee
Tech enthusiasts
Will pay for the latest gadgets
Make an impact, still looking for
practicality
Stylish convenience
Ong-Si-Hui
o Being independent
o Active lifestyle
o Doing groceries on her own
every other Thursday
o Comfort and usability
PROCESS MAPPING
Total Process map of a person chosen at Random at FairPrice Xtra Serangoon
PROCESS MAPPING
Total Process map of a person chosen at Random at FairPrice Xtra Ang Mo Kio
PROCESS MAPPING
Total Process map of a person chosen at Random at FairPrice Xtra Hougang
PROCESS MAPPING
ISSUES IDENTIFIED
Time taken from supermarket exit to
parking/taxi stand/bus stand is longer
than any other process.
Queuing time is longer than the checkout
time.
Moving around aisles looking for products
is time taking.
PROCESS MAPPING
08 min – 3 people
10 min – 3 people
14 min – 3 people
Total time taken for 15 observations : 2 hours
PROCESS MAPPING
4 people waited
for 7 min
Total time taken for 15 observations : 2 hours
PROCESS MAPPING
6 people waited
for 6 min
Total time taken for 15 observations : 2 hours
PROCESS MAPPING
6 people waited
for 4 min
Total time taken for 15 observations : 2 hours
PRIORITY OF ISSUES
PRIORITY OF ISSUES
PRIMARY ISSUE
To increase efficiency of checkout by reducing long
queues/eliminating current payment system.
PRIORITY OF ISSUES
SECONDARY ISSUE
To design a solution that reduces difficulty of
carrying products home after purchase
PRIORITY OF ISSUES
TERTIARY ISSUES
To speed up the staff process of restocking products.
To improve the navigation and aisle labels for
consumers
SCOPE
What is Possible
RFID system
NFC technology
Portable/collapsible carrier
Improvement of home delivery
Restocking shelf support
Bag deposited counter
SCOPE
What is not Possible
Drivable trolleys
Self scanning
Parking space layout
Cash Payment
CARRIER: THE COMPETITION
COMPETITOR 1
Strengths
Easier to stroll around
Can use as basket or trolley
- Weaknesses
- Too deep
- Not durable
Cost = $45 SGD (Single piece)
CARRIER: THE COMPETITION
COMPETITOR 2
Strengths
Carries 2 baskets at a time
Lighter then shopping trolley
Weaknesses
- trolley would be useless without baskets
Cost = $110 SGD (Single piece)
CARRIER: THE COMPETITION
COMPETITOR 3
Strengths Affordable
Pull shopping items home
Weaknesses
-not durable
-hard to pull up stairs
Cost = $25 SGD (Single piece)
CARRIER: OUR CONCEPTS
CONCEPT 1
Strengths Fold-able
2 in 1
Light weight material
Weaknesses
- Not durable
Estimated Cost = $170 SGD
CARRIER: OUR CONCEPTS
CONCEPT 2
Strengths For elderly Can be metal walker and
shopping trolley Basket can be taken out
Has 4 wheels easy to navigate
Weaknesses-cannot store a lot of things
Estimated Cost - $65 SGD
CARRIER: OUR CONCEPTS
CONCEPT 3
Strengths Can store lots of things
Unique design
Weaknesses
-bulky to push home
-expensive
Estimated Cost = $150 SGD
CARRIER: OUR CONCEPTS
CONCEPT 4
Strengths- Don’t have to push home- Unique design- Durable
Weaknesses- cannot carry a lot of things- expensive- Use electric
Estimated Cost = $7,000 SGD
CARRIER: OUR CONCEPTS
CONCEPT 5
Strengths- Retractable
- Multi purpose
- Affordable
Weaknesses
- weak joints
Estimated Cost = $40 SGD
CARRIER: OUR CONCEPTS
CONCEPT 6
Strengths
- Durable
- Retractable basket
Weaknesses
- Expensive
- Uses electricity
Estimated Cost = $6,200 SGD
CARRIER: OUR CONCEPTS
Necessity ___________ Luxury
Bike
Push Home
TrolleyElderly Trolley Multi Purpose Retractable
basketSegwaytrolley
CARRIER: QUALITY VS VALUE
Low Value
High Quality
High Value
Low Quality
RFID/NFC: WHAT IS IT?
IBM is keenly working with RFID/NFC
Solutions for the Supermarket
They have teamed up with
METROGROUP, one of the biggest
international retailers in the world.
Their Proposal for 2015:
RFID/NFC: WHAT’S OUT THERE
METRO STORE
StrengthsNFC Mobile Shopping for consumers, RFID for inventory.
No need to scan products at checkout aisle
WeaknessesRequires cellphone.
Barcode scanning
Self Checkout kiosks
Approx Cost: $20,000
RFID/NFC: WHAT’S OUT THERE
SHELFX
StrengthsNFC Card Shopping for consumers, RFID for inventory.
No lines at all
Optional App to track purchases.
WeaknessesCurrently in testing.
Approx Cost: $40,000
RFID/NFC: ANSWERING ISSUES
CAN I SPY ON PEOPLE WHO BUY RFID PRODUCTS?
Kill code ensures RFID cannot be scanned after
checkout.
ISN’T IT TOO EXPENSIVE TO USE RFID TAGS?
An RFID tag currently costs minimum $0.035 SGD.
WHO KEEPS THE SHOPPER PURCHASE DATA?
The supermarket retains rights to all the purchase
data. They already keep track of it through orders.
RFID/NFC: BUSINESS PLAN
Innovative
business designs
that sharpen focus
and accelerate
growth
Integrated, end-to-end business processes based on
real-time customer data.
An IT operating
environment
optimized for
flexibility and
resilience
On DemandOperating
Environment
BusinessTransformation
RFID/NFC: OUR PROPOSAL
Integrating at least 2 counters having an extension of ShelfX technology in FairPrice Xtra.
A new and simplified system of Shopping
NO CASHIERS
NO QUEUES
NO SCANNING
RFID/NFC: COST VS FUNCTION
Low Functionality
High Cost
High Functionality
Low Cost
OVERALL SOLUTIONS
Less Prosperous
DIFM
MY WAY
FROM ME TO YOU
SELL IT TO ME
I’M IN YOUR HANDS
Most prosperous
DIY
RFID
Portable
Carrier
NFC
Food Counter
Takeaway
Carrier
Bag Counter
Improved
Delivery
Improved
restocking supply
BUDGET
PROTOTYPING MATERIALMATERIALS: 90$ - 180$TOOLS: 10$ - 30$
TOTAL: 100$ - 210$
(35% - 44% of the budget)
FINAL SHELF: 20$ - 30$ FINAL MODELS: 70$ - 100$PRINTING STICKERS: 20$ - 25$PRINTING CASH CARDS: 10$ - 15$
PRINTING BOARDS: 50$ - 55$PRINTING BOOKS: 30$ - 50$
TOTAL: 200$ - 275$(65% - 56% of the budget)
TOTAL BUDGET: 300$ - 485$
485$35$
FOR GRADUATION
Three A1(84x60cm) boards summarizing our
concept.
Two Booklets showing a detailed process of
our research
One Video animation that will explain the
RFID/NFC process.
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