As a result of rapid growth, Peet’s Coffee & Tea worried that their retail experience had become inconsistent and cluttered with communications, products and other miscellaneous touchpoints.
In an effort to better understand how consumers experienced the brand and to possibly improve clarity, consistency and relevancy, Peet’s hired Secret Ingredient Marketing to evaluate the customer experience through Mobile Ethnographic Research.
Mobile Ethnographic Research was chosen for this study because the smartphone-based technology allowed us to gain a rich, honest, in-the-moment evaluation of the Peet’s consumer experience.
We recruited 40 coffee drinkers from the San Francisco Bay area and asked them to visit two Peet’s locations in their neighborhood and one competitor location.
While in the store, participants were prompted to capture thoughts and feelings about their experience via a smartphone guided series of questions and exercises.
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.