Peet's Coffee
Making the most of the "coffee first" brand position |
As a wave of new coffee brands entered the market, Peet’s management team worried that their retail experience had become inconsistent and cluttered with communications, products and other miscellaneous touchpoints.
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What we did
To gain a deeper understanding of the retail customer journey and the Peet’s brand experience, we conducted qualitative research using a mobile phone app, an online “blog-graphy” exercise, and online focus groups.
We began by recruiting a range of Peet’s users who were cross users of Starbucks, but also “third wave” brands such as Philz and Blue Bottle and asked them to visit a Peet’s coffee shop and answer a series of questions while in the store. While in the store, participants were prompted to capture thoughts and feelings about their experience via a smartphone guided series of questions and exercises.
Users also posted about their experiences at Peet's and competitive brands online through the bulletin board platform over a three day period. Select users were then asked to participate in an online focus group. The outcome of the project was a highly detailed customer journey map highlighting key motivations and moments of truth within the journey.
We began by recruiting a range of Peet’s users who were cross users of Starbucks, but also “third wave” brands such as Philz and Blue Bottle and asked them to visit a Peet’s coffee shop and answer a series of questions while in the store. While in the store, participants were prompted to capture thoughts and feelings about their experience via a smartphone guided series of questions and exercises.
Users also posted about their experiences at Peet's and competitive brands online through the bulletin board platform over a three day period. Select users were then asked to participate in an online focus group. The outcome of the project was a highly detailed customer journey map highlighting key motivations and moments of truth within the journey.
Summary of success |
There is much that we learned from this study about how consumers navigate through the Peet's retail experience. Most importantly, we learned ways to improved the retail experience to drive overall satisfaction and improve brand perceptions. We articulated these recommendations through a detailed customer journey map that provided specific touchpoint recommendations and retail strategies.
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