Escorts Service Nagavara ☎ 7737669865☎ Book Your One night Stand (Bangalore)
Petra Van Der Gulik Ah To Go
1.
2. Index Breakfast route 35
Exterieur view 3D 36
AH to go Your...Breakfast view 3D 37
Ah to go 3 Share...The Simon Lévelt experience 3D 38
Cash desk 3D 39
Research
Research 9 Order route 40
Who are the competitors at the location? 10 Choose...your personal need 3D 41
Why convenience? 12 Storyboards touch screen 42
Is the existing costumer of AH To Go satisfied? 14 Overview 3D 50
Who is today’s consumer? 15 Waiting space and wall 3D 51
What is changing in society? 16
What is changing in retail? 22 Option route 52
Left wall 3D 53
Technology
Technology vs Personal 23 Pick up route 54
Self-service technology 24 Order online 55
Pick up point 3D 58
Concept phase
Concept phase 25 Products 59
Product information 60
Brand DNA Package design 61
Brand DNA 26
Market vision 27 CSR 63
Brand Mission 28 Pre paid card 64
Identity 29
Kapferer 31 Instore communication 65
Position 32
Sources 69
Design
Interior inspiration 33 Notes 70
Bird view 3D 34
2
34. Waiting space
Ready to eat wall
Your...Herbs Order screens
Prepare space
Your...
Daily need
Your...Breakfast
Your...
Secret desires
Your...Cold stuff
Your...Refreshment
Your...Coffee
Your...Pick up station
Cash Desk
Service Desk
34
Bird view Floorplan
70. Notes 3.Why convenience?
Research What is convenience?
Which questions should be answered and which research is needed to To supply the consumer in his needs regarding food and drinks in a very
come up with a new concept for the next generation? short time. From consumption on the go until meals which are consumed
within the next two hours.
1. Who is the brand AH To Go?
2. Who are the competitors at the location? Convenience is more than only the product. Also the formula, location,
3. Why convenience? assortment and assortment category are important. The consumer wants
4. Is the existing costumer of AH To Go satisfied? more than convenience: the consumer is also looking for an experience.
5. Who is today’s consumer?
6. What is changing in society? Convenience= product + location + formula + assortment + experience
7. What is changing in retail?
Social causes:
1. who is the brand AH To Go? - Singles and couples without children (Between now and 2020 the
See the first slides of Ah to go. number of one or two person household will increase with more than
half a million households. This will influence the food packages, one
2.Who are the competitors at the location? or two portions and also the sale of prepared meals, frozen meals
The introduction of the AH TO Go at the railway station at Amsterdam and one portion meals.)
central was a huge success. AH TO Go supplied in the need of the consum- - Single person eat more out side home
er on the move by fast and easy and fresh responsible food. Convenience - Busy life. People are looking for solutions to save time.
was the keyword. - Less time. Since 1985 consumers spend weekly about 3 hours less time
In the last years more convenience concepts were settled at the central with housekeeping tasks like cooking and shopping.
station so the consumers have more choices and the competition grows for
AH To Go. ‘Convenience doesn’t always mean quick, but it does mean matching the
frame of mind that the costumer is in, or is induced into.’ M. van Tongeren
- product
- price 4.Is the existing costumer of AH To Go satisfied?
- look I’ve observed the shop and asked the costumers if they missed anything in
- feel the assortment or if they wanted to improve something on the shop.
Dislike
are the denominators upon which consumers can base their choices. 1. The coffee (The coffee tastes very bad)
2. The employees (The attitude of the employees is rude)
Renewal and innovation are vitally important for a brand in our rapidly
changing society. The store has to find a balance between adapting and Improve
being different: ‘Standing out in the crowd’. M. van Tongeren 1. Heated food (The self service microwave isn’t inviting)
2. The assortment (After having visited the store a couple of times, the
‘The true winners are the companies that approach consumers through assortment is boring)
different channels and search for where they can add value.’ M. de Swaan
Arons (founder of effectiveBrands, a marketing consultancy) 70
71. Like trends:
1. The chocolate chip cookie 1 More attention for the senses and bigger need for sensorial Total
2. The different moments (to supply in their needs: breakfast, lunch experiences and the design of food.
snack and dinner) 2 The need for easy-to-consume dishes
3 The forgotten vegetables and products form the season. Keep
5.Who is today’s consumer? surprising the consumers and inspire them with the assortment
Today’s consumer is confident, emancipated, knows what he or she wants
and is in control. The consumer isn’t committed to a certain time, place or feed my Need
moment. The consumer has become a global shopper and receives active Personal & Choose
and passive, wanted and not wanted incentives, to become the user or the - choices
participant of products and services. - needs now & later
Consumers want to serve them selves and are more and more convinced - customized
that they are the experts to make the right choices. - personal story
- Consumer needs: The importance of health and Sustainability (more trends:
respect for nature and more ecological and reduced packaging.) (we 1. The supply-oriented society has changed to a demand-oriented soci
take more care of our health. More organic, fair trade products and ety. The consumer gets a bigger vote in the offer, knows more, profes-
more nutritional information and product information) sionalizes in knowledge and demands that products are customized.
- Consumer Behaviour: Using technology, expecting a Personalised 2. Storytelling. Cultural creatives are interested in the story, not only the
Approach (consumer buying behaviour over the coming years will story behind the product but also the story of the company the em-
be influenced by factors such as new and emerging technologies, in ployees and the consumer.
formation sharing, personalisation and innovation) (Convenience
and personalisation were also common themes. Consumers love the Easy Everything
idea of complete packages based on personal needs.) Technology & Convenience
- Buying the goods: Consumers’ Growing Preference for the online (H)eated
channel (technology that could make the shopping process easier.) - Pick up station
- Self-service
6. What is changing in society? - Pre paid
What are the new trends if we look at the market, the consumer and the
society? By spotting the trends I’ve made 5 themes for my new concept of Trend:
the AH To Go. 1. The shortness in time is getting a bigger issue for the consumer. All
products which makes life easier, are greatly appreciated. Technology
Tickle my senses plays a big roll in this. Regarding food, there is a paradox: It should
Inspire & enjoy be quick and easy, but it should also have a certain level of quality.
- senses
- insperience Safety First
- bite size Responsibility & Health
- season - Fresh
- Corporate Social Responsibility 71
72. - Origin & information home in the stores and on the go.
- Sustainability
- digital signage/narrow casting
Trends - RFID
1. The insecurity is growing because of the change in power-relations in - Self-service technology
the world and more recent: the financial crisis. - Multichannel
2. There is more uncertainty about animal products as well as sprayed - Mobile phone
vegetables. The consumer is getting more aware of what he is eating - Online channels
and therefore chooses biological and fair-trade food. He also wants to - Self scan cash
know where the product is made and by who. - Digital Personal Assistants
3. Corporate Social Responsibility. Awareness. Contribute to the com-
munity and a sustainable world. Concept phase
Connection people DNA of the brand
Global & Connect
- ethnic products Values:
- multichannel 1. Inspire & enjoy
- on- and offline 2. Personal & chose
- cooperate 3. Technology & Convenience
4. Responsibility & Health
Trends 5. Global & Connect
1. Connecting and sharing. People meet each other on the internet. They
share ideas, insights and inspiration. Digital and interactive media Brand mission
makes it possible to cooperate at different ways. Who Am I?
2. The coloured Dutch society and people travelling more, longer and AH to go Connects to you….
further. People get more in touch with different cultures and habits, Is a convenience formula which gives you a new experience with products
but are also the curiosity of consumers for different dishes and fla- on the go
vours. For who Am I?
3. The online channel will increasingly be used in conjunction with For people on the move with a busy life who are looking for a fast,
offline channels (stores). This mix of channel usage (in different healthy and varied solution to supply in their personal needs.
phases of the buying process, for different moments, in different situ- How can I supply in your needs?
ations, etc.) should provide a consistent consumer experience. The You can make your personal choice by touch screens in our shop but also
online and offline channel are integrated with each other. on our webshop. You can buy your products already online and pick it up
4. The cooperation the food chain will increase in the coming years. at our pick up station so you don’t have to miss a minute.
Cooperating is a basis for surviving for many entrepreneurs. What is the added value?
Technology makes it possible to order in a second a customized sandwich
7.What is changing in Retail? or meal which is fresh prepared, has a high quality and is ready to eat.
Consumers are coming more and more aware of a wild range of new
and emerging technologies that can be used during the buying process at 72
73. Market Vision helpfulness and status of personnel and the hierarchical manner in which
- The supply-oriented society has changed to a demand-oriented so- customers used to be treated (customer=king) has disappeared. This is
ciety. The consumer gets a bigger vote in the offer, knows more, pro- comparable with our transformed society; everyone is equal.
fessionalizes in knowledge and demands that products are
customized. In my concept I will use more self service technology because:
- The online channel will increasingly be used in conjunction with 1. Fast and easy (makes the shopping process faster and easier)
offline channels (stores). This mix of channel usage (in different 2. Difficult to find knowledgeable staff
phases of the buying process, for different moments, in different 3. The consumer has the control ( the consumer can search for informa-
situations, etc.) should provide a consistent consumer experience. The tion when he wants it and can make his own choices)
online and offline channels are integrated with each other.
- The consumer is looking for a 25hour economy. (all products which I need personnel
make life easier, are greatly appreciated.) Technology makes the - At the pay desk and service desk: I don’t chose for Self scan desk
shopping process faster and easier.) because of safety, stealing, etc. also this would not be profitable for
- The awareness of the consumer and companies about responsibility small groceries.
and sustainability is growing. The demand for organic food is rising. - In the prepare space to make the orders (people can see the personnel
The consumer doesn’t only pay attention to his own health, but he working)
also wants to contribute to the society and a sustainable world. - To fill the shelves
- Behind the scenes
Technology versus Personal
Technology is the most important theme in my concept because it’s the Multichannel
most important change in the future of retail. The next generation grew 1. fast and easy
up with mobility, speed, computers, mobile phones etc. Technology seems 2. The consumer has the control
to be cold, individual and impersonal. But today’s consumer wants more 3. Personal information (because of these new technologies, the re
customized and personal service and products. tailer has more information than ever about the consumer and his
buying behaviour. Therefore the retailer can fit the offer better to the
My challenge is to make technology personal. needs of the customer and he can also give relevant personalized ser-
High tech with a personal touch vice and information. For example: Thank you Petra for your order.
Petra your order is ready you can pick it up at the pick up station.
Marketing
T taste Pre Paid Card
T time - Pre paid card of AH to Go
T technology
T to go 1. Service desk
2. Personal information
Self service technology 3. benefit
The Role of Personnel
The existing consumers of the AH to Go found the attitude of the employ- Product Packaging
ees rude. In retail the role of personnel has been transformed as a result - Labels of approval, “kies bewust” label
of self-service. Nowadays their first task is to take care of the shelves. The People have more allergies nowadays; the Dutch Astma foundation 73
74. expects that in 10 years from now, about 50% of the Dutch people
have an allergy, of which the biggest part will be food related.
- storytelling
- product information > origin
- nutrition information
- Recycled packaging
- portion packaging
CSR
Corporate social responsibility
- Eco friendly branding
- Charity
- Recycled packaging
- Energy saving
74
