CartSmart
This is aired with a smart phone app, shopping list syncs to your device, guiding you straight to your desired items while highlighting discounts and loyalty point offers.
Description of the functionality - according to app
"SHOPPING LIST - organize your grocery trip and save time in store - never forget anything again! CartSmart™ is designed as a shopping list. Add items to your list to unlock more features and better deals that make sense for you!"
"SMART DEALS - collect cash rebates by submitting a photo of your receipt as proof of purchase for participating items. New deals are offered each week and last all week long. Shop with confidence instead of worrying about deals that will disappear just before you submit your receipt."
"FLYER STAND - visit the flyer stand to view and shop retailer flyers. You'll always have your flyers with you to shop or plan anytime or anywhere without having a bunch of paper. Find additional ideas, tips, and recipes to spice up your shopping list"
"BADGES - Watch for promo codes in the app and on our Facebook page. Promo codes unlock badges and special offers that are made just for you"
The Recipe Cart
In an effort to expand Hellmann's relevancy beyond the creation of a sandwich, the company and ad agency Ogilvy Brazil launched a campaign that told consumers how the groceries they had just purchased could be used to make a new mayonnaise based dish.
The software automatically looked at the other ingredients in their cart and compiled a recipe that used them. The recipe, complete with preparation instructions, was then printed on the customer's receipt.
I think there could be a few issues with this idea. Its easy not to read a receipt usually people don't study the content for a long time which could possibly cause a lot of waste in time.
According to Hellmanns the campaign increased Hellmans's sales by 44 percent. Giving the consumer more uses for the product better established the need for the product for their cooking, it could manage to become part of their daily cooking, making it even more of a staple ingredient, creating more demand and sales.
If this was a screen based system there would probably make the concept a lot stronger. I think a receipt isn't the right platform to show the customer the full potential of what they are buying in such small print. Its easily ignored and thrown away, unless there was a more eye catching approach I cant see it being that successful.
The concept of having a recipe integrated with the groceries we buy is smart as it encourages the buyer to buy the same products more frequently or buy more ingredients as they go along. However if the platform had a more digital approach there would be a lot more
Around me app
This app accurately picks content based on your specific location. Theres no filter to the menu however which would be a much more effective system if it was for allergy needs in the restaurant option.
The user experience of this app is very easy to use, its clear of what the purpose is, from the thumbnail to the opening page on the app.
Ipitt
Also not being availability globally limits this app significantly. Alienating a lot of potential users. Accessibility to more just one location is essential to an apps success.
One review from a parent suggests that there isn't a full trust in the app yet since not all allergies are included.
Research Synopsis
The importance of research within this brief has a lot of importance as different apps provide different services and therefor different experiences.
Research has provided information
- Considerations of all dietary requirements optimum use
- Easy to use and navigate
- Find what consumers want from an app
- Acknowledgement of a wide range of customer needs
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