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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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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)

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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:

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s-I

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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

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DI

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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

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urc

e:

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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)

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elle

: G

DI

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mig

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rvie

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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

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,w

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h, http://ilo

vesla

.com

Smart Mama – Digital assistents will close thegap between consumer needs & food industry

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jects

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ducts

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Food Theater –How inspiration at the PoS attracts customers

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llybar.

co.u

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ills-w

ebsite.c

o.u

k; w

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l.ch/d

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tandort

e/p

flanzbar

https://p

icasaw

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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

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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?

Thank you!

mirjam.hauser@gdi.ch

www.gdi.ch/en/publications

m.hauser@g-i-m.ch