LET'S DISCUSS THE FUTURE OF GROCERIES

OVERVIEW

As part of a research project, I was assigned to develop a strategy to better understand people's grocery shopping behavior. The goal was to gather essential information about their preferences, requirements, frustrations, and desires related to their current grocery shopping experience. Additionally, I was responsible for creating a proposal to enhance the shopping experience based on the gathered insights.

MY ROLE

Academic project

BACKGROUND

I conducted the research study for this academic assignment at The Giant Company.

Since 1981, The Giant Food Company has been one of the supermarket brands of the multinational Dutch food retailing company, Royal Ahold Corporation. Since then, the brand has exponentially evolved its business model. It is one of the leading food chain stores on the American east coast, with more than 150 stores and 35,000 employees.

It brings the service of pharmacies, gas stations, florists, delis, bakeries, and even organic products within its supermarkets.

The Giant Company is constantly investing in expanding market share by making alliances and acquiring new stores. It is also continually trying to innovate and provide value to the community; by developing social and environmentally-focused programs. For instance, at the beginning of the pandemic, The Giant Company implemented a successful strategic plan that met the intense consumers' demand and, as the market required, increased its investments in e-commerce, which helped the brand to continue leading its market segment.

The Giant Company has spent years creating a loyal customer base and is a brand that is continuously investing in implementing better practices to fulfill its customers' preferences.

UNDERSTANDING THE PROBLEM

Developing effective strategies to improve the grocery shopping experience requires understanding people's shopping behavior. By identifying their preferences, requirements, frustrations, and desires, proposals can be created that address their needs and concerns.

To start the research project, a literature review was conducted to explore what motivates people to choose a store for grocery shopping. Priorities such as convenience, quality, and price were identified, as well as factors like dietary preferences, lifestyle choices, and cultural background that may influence shopping behavior. Ethnographic fieldwork, interviews, and a workshop were then conducted to gather feedback from shoppers and gain insights into their behavior.

Based on the insights gathered, proposals were developed to enhance the grocery shopping experience. These proposals may include implementing new technologies, improving store layouts, or offering personalized recommendations based on customers' preferences.

Overall, actively listening to customers and deeply understanding their needs is crucial for improving the grocery shopping experience. By conducting research and developing tailored proposals, it's possible to enhance the shopping experience and meet customers' needs.

THE RESEARCH METHODOLOGY

This project focused on the initial stage of the Double Diamond Theory. The research took place over the course of four months, and it included the crucial stages of discovery and definition.