East  Village  Gourmet  Assignment  3:  Proposals  

Amanda  Isaac  Jenny  Kim  Yiling  Yeh  

Jordan  Zeman  

Opportunity  Finding:  ObservaCons  

Cons  

•  Decreased  cigareFe  sales  due  to  people  quiHng  

•  Preference  for  fresh  fruit  and  vegetables  

•  PotenCal  tax  on  sugary  drinks  

•  Not  promoCng  the  deli  well  enough  

•  No  seaCng  for  customers  

•  Small  store  space  with  narrow  isles  

•  Healthy  food  is  not  immediately  visible  

•  Prices  are  on  small  sCckers  on  products  

•  Deli  menu  is  not  immediately  visible  

•  On  the  same  block  as  other  food  establishments  

Opportunity  Finding:  ObservaCons  Pros  

•   Open  24  Hours  •   Friendly  staff  •   Some  loyal  customers  

•   Wide  variety  of  products  •   Clean,  nice  looking  store  •   Bright  lighCng  •   Ceiling  fans  to  help  with  summer  heat  •   Security  system  

•   ATM  machine  inside  and  out  •   Large  windows  for  product  display  •   Prepared  food  available  •   Soy  opCons  •   Newspapers  for  sale  •   Located  near  transit  

Census Information

Proximity  of  other  food  suppliers  

Opportunity  Finding:  Brainstorming  •  Adding  seaCng  to  the  store  

–  Outside  seaCng  and  inside  seaCng  

•  Free  sample  days  for  deli  food  

•  Tote  bags  for  loyal  customers  

•  Making  the  environment  of  the  store  more  appealing  

–  Music,  Video  

•  AdverCsing  flyers  for  local  residencies    

•  PromoCng  the  bodega  to  students  

•  Make  the  storefront  more  aFracCve  

•  Have  healthy  opCons  be  more  of  a  focus  

•  Make  the  shopping  experience  easier  –  Change  the  store  layout  to  have  a  flow  

•  Have  prices  larger  

•  Bigger  menu  for  deli  

•  Make  the  store  stand  out  from  the  others  

•  Take  advantage  of  the  transit  

Opportunity  Finding:  Affinity  Map  

SeaCng  

Totes  Samples  

Environment  

AdverCsing  

Students  Storefront  

Health  Engaging  Community   Keeping  Customers  

Customer  Experience  

Shopping  

Prices  

Menu  

Uniqueness   Transit  

Conclusion:  

The  best  method  of  engaging  the  community,  enhancing  the  customer  experience  and  keeping  customers  is  

through  a  tote  bag!    

Scenario:  Dra]  

Scenario:  Poster  Dra]  1  

QuesCon:  

Do  people  respond  beFer  to  text  or  image  design  on  the  tote  bag?  

Strategic  ConversaCon:  Cards    

Strategic  ConversaCon:  Cards  

Strategic  ConversaCon:  Cards  

Strategic  ConversaCon:  Cards  

Strategic  ConversaCon:  Cards  

Strategic  ConversaCon:  Cards  

Conclusion:  

Customers  prefer  the  use  of  images  on  their  tote  bags.    

Strategic  ConversaCon:  Interviews  

Manager  

•  felt  that  $15  was  a  high  price  point  for  an  everyday  costumer  •  wasn’t  convinced  how  one  tote  would  spread  the  word  and  bring  more  customers  •  liked  the  tote  idea,  but  wanted  to  be  the  one  who  picks  the  drawing  that  would  be  

placed  on  bag  •  main  concern  was  how  he  could  bring  in  more  people  

Costumers  

•  same  as  manager,  felt  $15  was  a  high  price  point  for  an  everyday  bodega  buy  •  enjoyed  having  a  tote  that  had  the  theme  of  the  east  village  •  was  interested  in  how  this  project  could  make  this  bodega  a  community  bodega  •  excited    to  be  part  of  the  design  process  in  submiHng  drawing,  but  weren’t  clear  

on  how  the  design  of  tote  was  being  picked  

Problems  with  first  dra]  Poster:  

•  Price  limit  to  receive  a  bag  •   Does  not  have  the  customers  returning  

•  Does  not  engage  the  customer  beyond  one  interacCon  

•  Is  not  conducive  to  sharing  among  community  

Outcomes:  Final  Poster  

Final  Poster:  

•  Resolves  the  price  issue  by  removing  a  minimum  purchase  

•  Calls  the  customer  back  to  receive  the  tote  

•  Allows  the  customer  to  share  the  coupon  with  friends    

Process  Overview  

•  Tools:  –  Pencil  &  paper  –  Camera  –  Printer  –  Internet  (research)  –  Cards  –  Affinity  map  

•  AcCviCes:  –  One  on  one  interviews  –  Cards  le]  for  feedback  –  Brainstorming  –  Planning  scenarios  

•  Who  –  General  public  –  Customers  –  Bodega  owner  

•  When  –  Cards:  4-­‐2-­‐2010  to  

4-­‐5-­‐2010  –  Interviews/first  poster  

dra]:  4-­‐2-­‐2010  •  Where  

–  217  Ave  A  –  IDC  lounge  

End.