14th March, 2016
The domain of retail, at least from outside seems like an extremely complex clockwork, where all the elements are meant to fit together and function as a single entity in order to satisfy its purpose. The purpose in this case is to satisfy the customers. This entails providing the customer with all and every product that they want, anticipate the demand, stock the appropriate items in the appropriate quantity, and hundred more such things.
And if going to a supermarket to buy groceries seems relatively simpler, its not.
We wanted to understand for ourselves what happens on the side of the customer. We believe there can be very interesting problem areas in here to tackle.
Below is the summary of primary research done in supermarkets in Hyderabad and Chennai.
All the activities involved in the process of buying something from a supermarket, the concerns and problems associated with them have been represented as a journey map.
The activities involved have been divided in stages of the process such as inspiration, planning, comparison, etc.
Details of what goes on in the customers mind while shopping and what are the factors that drive the customers behaviour: