- Università: Em Lyon School Business
- Studenti:
Tang Tian, Yang Yueying, Dai Shuxiao, Wang Yuyang, Wu Jouting, Jiang Yinong
Market Trend Analysis & Concept
The European chips market is currently growing steadily, with an expected CAGR of 3.8% between 2021 and 2026. One of its driving factors is the increasing demand for healthier snack options, which has led to the development of baked and vegetable-based chips. In addition, the popularity of unique flavored chips is also contributing to the market's growth. But the rising awareness of the negative health effects of consuming excessive amounts of chips may hinder the growth in the future. Therefore, we are committed to creating a new chips concept store and bringing change to the industry. By doing this, we will provide tailored products and services, integrate technology integration and create a community to deliver an optimized customer experience.
Targeting
Our customers can be anyone, especially those chips lovers, aged from 16 to 40 years old, who are willing to spend money on personalized chips. The majority are young people living in urban areas who love to try new things and prefer simplified and fast shopping process. Not only the flavors, texture and quality are important for our customers, but also they lay emphasis on extra services, such as personalization, delivery, membership benefits and their engagement.
Products & Services
- Products: We offer personalized chips that can meet different customer preferences, such as premium chips, healthy chips and special chips.
- Services: We will give out chips samples to passersby to attract them. Staff will be trained to offer professional services to customers. Our technology tools can create more satisfactory customer experiences.
Positioning
Our store is a unique concept store providing personalized chips. Our price is accessible, but our products are more expensive than normal chips since we offer premium chips. We also work with reliable suppliers to ensure a steady supply of high-quality raw materials. We use Metaverse, online ordering, game consoles and VR to enhance customer experience.
Store Layout
Our store will be in Châtelet and the store layout will make the buying process seamless and efficient. The entrance is at the bottom right. The center is our display area, where we highlight our best-selling, recommended products and peripheral items to draw customers in.
Our ordering machines are on the right side. Then we have the preparation area on the left, next to which we have game consoles to help customers to kill time. On the lower left side of the store is the pick-up area and the exit.
CRM
Communication
- Store-based Communication: The window displays include our products, a cooking robot and a mirror with chips stickers. A staff will give out samples to attract more customers. In the store, there will be a TV showing our brand story and the salespersons will offer professional services enthusiastically.
- Market-based Communication: Guerrilla strategy is used on advertising boards of bus stations. For online marketing, there will be products and sales promotion information on website and application. We will put ads and organize a community on social media, collaborate with bars to put ads for each other and sponsor university parties.
Loyalty Program
10 euros for 1 stamp, 10 stamps can exchange a souvenir or a small package of chips. Members can get a gift for the first order and a birthday gift on their birthday.
Customer Journey
Customers can choose to visit our store or order online to personalize their chips, then they can take away their order in store or enjoy the delivery service. As for payment methods, they can pay both online and offline.
Omnichannel
Click and Collect On Uber Eats And APP
We offer an online ordering service on both our own app and Uber Eats. After placing an order online, customers can choose to pick it up in store, have it delivered to their current location by us or by Uber.
Order with a QR Code
Customers can scan our QR code and order online anytime, anywhere, and they can choose to have their order delivered to them or click and collect in store.
TikTok Livestream Shopping
Every Thursday, Friday and Saturday, we offer TikTok LiveStream shopping. Customers can order on our TikTok account and see the making process online.
