Infusing delight into the retail experience by addressing unarticulated customer needs
CLIENT
Big Bazaar GenNxt
ROLE
Director, Brand & Design
TYPE
Service Design Concepts, Visual Language System
AGENCY
Idiom Design
CHALLENGE
‘Big Bazaar Gen Nxt’ , a value business at it’s core wanted to cater to the millennial generation. The store staff struggled to understand and meet the demands of the evolving audience compromising the in-store experience. The exercise aimed to bring the core brand philosophy of ‘Seva / Service’ alive, but flipping current pain points and create new opportunities for delight.
STRATEGY
The process initiated with 8 in-depth consumer journeys and analyzed via the Value Proposition Canvas, yielded 36 distinct service concepts. From these, 9 ideas were prototyped and tested. The journey revealed a distinction between customer and brand jobs, informing the categorization of services as "We Would Love to Help You" and "Help Us Help You”. The latter were inclusive services that engaged customers to influence and aid the improvement of the store experience.
DESIGN
Sit-down billing revolutionized the checkout process, replacing standing in long queues with a comfortable lounge experience. To enrich the encounter, we integrated a sampling zone for trying new food products, adding an element of comfort and excitement. This innovative service not only alleviated a common pain point but also encouraged exploration and gave the brand direct feedback on their private label products. Additionally, a standardized service language was implemented for easy identification of unique offerings. Other introduced services included distinct staff uniforms, "Ping for assistance," and specialized baskets for returns and damaged produce, among others.