Assignment 12A
Segment: The segment I have chosen is parents (with one or more children) who work 40+ hours a week and are in need of a faster way to do their groceries.
Findings: Three people that I interviewed turned to buy-online and pick-up in store options when they were faced with the notion of not having enough time to do groceries. The two others simply said they would put grocery shopping off until they did have time. The buy-online and pick-up in store service is the biggest competitor against my service, because it is essentially the same thing, only you don't have to go through a drive-thru and you can purchase your items ahead of time and then simply pick them up. One thing I presented to the individuals who mentioned the pick-up service was that there was almost always an hour or more wait time for their items to be ready. They agreed with this, but continued to be in favor of ordering ahead and picking up. I suggested that the drive-thru could also have express-lanes for a small purchase or regular drive-thrus with large hauls, and this seemed to grab their attention. The efficiency and immediateness of the product also intrigued them. The two individuals who did not think of pick-up options loved the idea of a drive-thru because they mentioned they didn't feel tech-savvy enough to order online and would much rather appreciate the assistance of drive-thru workers who could aid the quick shopping experience. Because all of the interviewees were parents, the idea of being able to stop by a drive-thru and pick up a few items on their way home that they needed for a recipe really appealed to them. It also made running errands with children appealing as well.
Conclusion: This segment appeared to be the most in-need of this service. In every interview I conducted, the parents really enjoyed the idea of not having to go through the hassle of bringing their kids into a grocery store. It made the chore less of a hassle and more efficient in nature. I believe people without children would not be able to appreciate this need the way parents do due to differentiating responsibilities.
Conclusion: This segment appeared to be the most in-need of this service. In every interview I conducted, the parents really enjoyed the idea of not having to go through the hassle of bringing their kids into a grocery store. It made the chore less of a hassle and more efficient in nature. I believe people without children would not be able to appreciate this need the way parents do due to differentiating responsibilities.
I didn't think of how much more interactive a drive-thru would be in comparison to the online order and pick up method. I worked at PDQ for years, and being able to interact with the person taking the order face to face, made the customers very satisfied. I also think not having to bring the children in is a great addition. Parents don't have to be as worried and shop as frantically if they have their kids in the backseat!
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