Creating an exceptional in-store experience to keep customers coming back
This family owned business has built up 25 stores across Sydney and NSW which are more like markets than supermarkets. They value sustainable, natural and local food. In their words, “we’re for the greater goodness”. Customers love Harris Farms ‘imperfect picks’ range of discounted fruit and veg, and the gourmet ingredients which can’t be found elsewhere.
“The next big opportunity was to make the in-store experience another reason customers choose to shop at Harris Farm.” – Jemma Parsons, Director, The Strategy Group
Observing shopper behaviour to design experiences they’ll love
The Strategy Group used Design Thinking to observe the in-store Harris Farm experience from the customers’ perspective, conducting over 50 hours of observations and interviews in 5 stores over 9 days. Seven clear opportunities were identified for redesign: Specials & in-season; Supreme & unusual; Sensory elements; Ready-to-eat; Customer interactions; Signage; Way-finding & traffic. 100+ ideas were cut down to a shortlist of 32 concepts. Four fantastic ideas were then chosen and designed, prototyped and tested in-store to see what worked, what didn’t and what could be tweaked.
Unique in-store experiences give a competitive edge
Four winning ideas were brought to life:
- Gourmet cheese toasties for shoppers to enjoy one-handed as they wander through the store
- Ready-to-make meals with a gourmet recipe and all the fresh ingredients needed to cook at home
- Drop-and-shop – a half-way check-out for shoppers to leave their heavy basket as they shop
- Single-herd milk – neatly summed up by the Daily Telegraph:
“For city folk, it’s about as close as you’ll get to milk straight from the cow. […] shoppers are being given the chance to buy “single herd” milk — which is collected, homogenised and pasteurised directly on one farm — on tap. And in a novel old-school twist, the milk bar concept allows you to fill your own retro-style glass bottles.”
– Daily Telegraph
Tristan Harris, Co-CEO, Harris Farm Markets:
“We invited The Strategy Group into our business to help us deliver some new and exciting concepts to our customers. I am so pleased with the ideas that have come out of the process, particularly Single Herd Milk which has been really popular amongst our customers at our Bondi Westfield store”
If you’d like to learn more or you’re interested in running a similar project, then please contact Jemma Parsons, Strategy Group Director on +61 411 740 908 or email@example.com
About Julian KezelmanDirector, The Strategy Group Julian believes the future of innovation will be centred on business model redesign, integrative thinking and customer experience design. Julian has extensive client consulting experience working within major Australian banks, creating funding solutions and developing restructuring strategies for borrowers. He advised large corporate and publicly listed Australian clients in the financial services, mining services, media, medical and retail industries. In search of a career change, Julian completed an MBA, receiving class medals for overall performance, finance, innovation & entrepreneurship and now specialises in business and innovation strategy, open innovation, design thinking and lean startup methodologies.
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