Key Shopper Trends in

Gourmet Grocery category

(Omni-channel)
 Meet Shradha – Our Deliberate Buyer
SHRADHA SINGH “As a fashion consultant and an enthusiast cook, I follow trends online. Due to our busy
schedules, I invite friends who share my culinary experiences to weekend dinners, and I
35 years
love to experiment new cuisines.”
FASHION CONSULTANT
Family of 2 FREQUENT SOCIAL MEDIA APPS

LIVES IN: Mumbai, India

MEET SNEHA INTERESTS SHOPPING BEHAVIORS

SHRADHA is an enthusiastic millennial who
is an independent Fashion Consultant and
spends a lot of time traveling and meeting
new clients.
She visits multiple designer and retailer
brands to improve multiple aspects of their
fashion business. She relies heavily on data
and customer feedbacks.
As a Deliberate Buyer and an enthusiastic
cook, she is always looking forward to try her
hands on new cuisines and searches for items
specific to that cuisine. She is very observant
about the micros of her ingredients.
2 chemicals present in the product.
• Traveling
• Watching cooking shows in
OTT
• Watch Netflix to stay updated
with the latest series
• Cooking meals for Family and
friends over the weekends
• Online shopping
• Retail shopping
• Likes to keep daily food as
healthy as possible.
MOTIVATIONS:
• Explore new cuisines every week
• Searches for ingredients in multiple apps
• Likes to explore new, fresh and quality produce
• Seeks promotions, discounts and always checks the micros of
each products (also checks for preservative content)
• Browses social media to check the trends in the Fashion of Food
categories. Reads reviews of multiple brands, dishes and other
things.
FRUSTRATIONS:
• Time is limited and excess traveling for work drains her energy
• Brands are deceiving and not writing proper micros, macros and
 Shradha’s Journey Overview on Nature’s Basket
AWARENESS CONSIDERATION PURCHASE LOYALTY
Discovery Sampling Research Place order Payment & Fulfilment After-sales

CUSTOMER’S 1 2
JOURNEY
1.1 Comes across a store
location in a busy street.
1.2 Notices an ad on Instagram
about gourmet ingredients,
Shradha while returning from
office saw a big store of
Nature’s Basket with a lot of
lights, banner and ads. She
Shradha – then notices an ad on her
Instagram feed about the
Our Deliberate &
gourmet and organic food
Health-Conscious
available on Nature’s Basket.
Buyer
2.1 Visits the store in the nearby
area.
2.2 Talks to the store guide and
knows the benefit of the
membership tiers.
Shradha goes to store and sees
multiple isles filled with products
which are readily not available
anywhere. Then, Shradha
downloads the app and scrolls
through the selection of the app
and checks the delivery time
slots.
3 4
3.1 Goes through the
reviews of app store
3.2 Visits multiple websites
to check reviews of the
platform
Shradha checks the app
store reviews and then
sees the reviews by the
app users on multiple
websites and forums
where detailed reviews
are present and analyses
the reviews.
4.1 Adds products in the cart
4.2 Uses coupons, loyalty points
and deals currently provided on
specific products. Accordingly,
bundles are offered to her as well.
Shradha adds the products
which she wants to buy. She also
she bank offers available on the
cart. The number of loyalty
points redeemable for that
specific purchase. Bundles are
also shown in the cart depending
on products.
5 6
5.1 Clicks Checkout
5.2 Selects Date and slots
5.3 Receives order
Shradha adds the products
in the cart and selects
coupons, redeems or checks
the points for that upcoming
transaction and finally
checks out. Pays and selects
delivery slot and waits for
delivery.
6.1 Post Purchase experience
6.2 Membership tier
upgradation
Shradha gets access to
promotional newsletter.
Receives bespoke product
offers based on her choices
and based on the amount
she has spent she gets news
regarding tier upgradation
of membership.

Touch Point #1
BEHIND THE Nature’s Basket targets
SCENES it’s customers by ads
about wide range of
gourmet, organic and
rare produce.
Touch Point #2
The omni-channel
presence provides
people with experiential
shopping and
3 convenience.
Touch Point #3
As soon as she enters, she is
greeted by multiple store
attendants explaining her
multiple products and showing
the options available.
Touch Point #4
Few sampling stations provides
her with free samples. During
checkout, the cashier explains
her details of all the offers and
membership tier benefits
available.
Touch Point #5
Based on her needs and
usage the app shows her
offers which are being
run on the products she
prefers. The app also
analyses her buying
patterns and shows her
preferred products at
the home screen.
Touch Point #6
Limited-time bundled
promotion & deal are offered
after analysing the products
she are adding to the cart. She
also checks the number of
points she can redeem or will
be getting on the purchase of
the products. She also explores
the coupon section to analyse
coupons in the ‘coupons’
section.
Touch Point #7 Touch Point #8
After the checkout, As soon as Shradha
Shradha gets an email from completes her payment and
the communication center receives her order, the
regarding delivery details. company triggers a
She also receives
notification from the app
regarding
addition/subtraction of
loyalty points. And constant
updates about her order is
shown in both app and via
email.
 Sneha’s Customer Journey Touchpoints on Amazon
We plan to launch on Amazon with focus on driving awareness and traction with our 4s pack to drive consumers to a case of 24
pack to create a viable and self-sustaining replenishment model
DEMAND CREATION DEMAND CONVERSION
AWARENESS CONSIDERATION PURCHASE LOYALTY
Payment &
1 Discovery 2 Research & Place Order 3 Fulfilment 4 After-sales
SEARCH
LANDING PAGE
1.1 Shradha while searching for gourmet products sees ad of the brand.
1.2 She while searching for foreign produce stumbles upon ad of the brand. 2.1 The landing page showcases all the products
4.1 Returns to
EXTERNAL

available and shows offers and categories.

SOCIAL MEDIA AD the platform to
2.2 Reads reviews of users
1.1 Sees “Nature’s Basket” ad on FB, Insta and YouTube and clicks check the
2.3. Watches testimonials from Multiple platforms.
loyalty points
CUSTOMER’S JOURNEY

1.2 Directed to Play-store download link.

1.3. Sees her favourite influencers talking about the app and store. and new offers
1.4 Sees people talking about the brand on multiple forums and articles 3.1 Clicks provided.
‘Checkout’ to 4.2 Checks
OMNI CHANNEL ADS upcoming
purchase
1.1 She sees brightly lit ad banners of Nature’s Basket in Multiple hoardings. 3.2 Waits for launches and
1.2 She comes across a store in a busy Mall or Street. It is brightly lit with proper PRODUCT PAGE the status of her
NATURE’S BASKET

delivery
ad banners and store full of promotions. 3.3 Receives order special order.
1.3 She also observes ads on multiple platforms and websites she uses and clicks.
2.1 Reviews different Membership plans and
benefits. 4.3 Checks for
celebration
ON-SITE AD 2.2 Discovers ‘Special Price’ for the preferred
packages and
products.
1.1 She opens the Website/App from affiliate links or WhatsApp messages triggered special offers.
by the communication team. 2.3 Interacts with personal shopper chatbot.
1.2 She browses through various options of products available and Membership
tiers also the benefits the membership offers.

Touch Point #1 Touch Point #3 Touch Point #5 Touch Point #6 Touch Point #7 Touch Point #8
TOUCHPOINTS

Shradha find a convenient
physical location or through
online search.
Touch Point #2
Social Media – Finds the link
4 in multiple platforms.
Experiences the Physical location
or the App,. Get familiarised with
the product offerings,.
Touch Point #4
Reads revies in Multiple
Platforms.
Downloads the app or visits the
store. Where a chatbot/attendant
shows the product range explains
multiple benefits the brand has to
offer.
Social media – Checks Adds the necessary • Clicks on Checkout.
the essential ingredients products in the cart and Pays for the desired cart.
available and compares then checks the loyalty • Receives the order according to
the prices and checks points as well as the time slot provided.
the label of the delivery slots available.
• Notifications/emails are triggered to
products. Selects a convenient
the her. Each step update is
time slot.
provided.