Demand Creation

Demand Creation:

Our sales funnel for the users done through the app or website will be composed of 7 steps.

Conclusions Interviews

The conclusions of the interviews that we have done to the users and companies during the project are the following ones:

Users

1. Almost all the people have loyalty cards. The ones with more are adults with kids.

2. All the people see a problem in having to carry out too many loyalty cards on their wallets.

3. Old people say it's difficult for them to get used to the new technologies. Some of them try to adapt to these changes and others don't. Young people, adults and families with kids easily adapt to the new technologies.

4. Most of the people don't always use their loyalty cards or coupons because sometimes they don't remember or they don't have time to go to the shop and benefit from the promotion. These profiles are specially adults with kids and old people.

5. A lot of people think that the loyalty systems service could be better by offering more and better discounts and promotions, and allowing more time to benefit from the promotion.


Companies

Systems are based on points, stickers, by buying monthly in most of the shops, some companies give free products or percentages in a way of cash back, some like Caixa in this interview highlight that they give presents if the customer makes them the principal bank where their income is payed monthly. 

 All of them make more customers with loyalty programs promotions and even make higher margins with them, customers acquire one offer and then move to the next, this works like a hook for most firms. 

All of them are interested in new customer of all ages, one customer is a a new income, but only Caixa wants young customers and have a program just for them Jove carnet, design for a younger customer base, that is what they need in the future. But in the case of Hilton hotels young people is not their market because they don't have the money to spend in this service or in groceries or restaurants, until they become fully independent. 

All firms are open to collaboration if higher earning is acquired they will join with the firm needed if the final result is more income.  they want a faster and centralised service for customers, a platform that control all offers, they don't want huge amounts of policies for different promotions because is complicated for both firms and customers, they want a full connection with social media.  
most companies will share information if a joint venture is made and if data is handle with responsibility, except Hilton because of their based policies in USA area, that cant be changed. 

Business Model Canvas

Key Partners Marketing agencies	Key Activities Creating a consumer community Unify your loyalty cards into your smartphone Offer attractive discounts/promotions to improve customer satisfaction Sharing analytics with companies	Value Proposition Wide variety promotions Commodity Easy to use Attractiveness of promotions/discounts		Customer Relationships Self-service and automatization  relationship. Interaction between users	Customer Segments Clients using loyalty systems: -Young people that wants to get attractive discounts -Families mothers going to supermarkets. -Old people that wants to benefit from the reward system and adapt to technology Companies using loyalty systems: -Supermarkets
	Key Resources - Mobile App - Smart devices - Machinery in the        shops - Have the  maintenance service available - Patent			Channels Application Advertising at Companies Consumers Social Media
Cost Structure Technology Costs ( database) Development of the application Design Salaries of employees Security costs			Revenue Streams 1% of percentage of transactions 5% of Special offers Publicity

Our initial hypothesis, we wanted to created an application that allowed people to have all their legacy cards on one single application. We wanted to focus especially on supermarkets companies and the usual type of consumers.

We defined 2 types of consumers: Individuals as consumers and companies as consumers.

Profile of companies:

-Supermarkets wanting to add an automatized system, with an online client database registered in the application. The objective of these supermarkets is to increment client satisfaction offering more available offer to their products and incrementing their overall sales. The application would also allow to share some information with other supermarkets.

Profile of individual consumers:

-Young people that wants to get attractive discounts

-Families mothers going to supermarkets ( and Families in general).

-Old people that wants to benefit from the reward system and adapt to technology

Conclusion:   An application focusing day to day transactions in supermarkets, allowing consumers to have all their legacy cards combined in one application and maximizing their discounting options. As supermarkets are very competitive in prices, this could benefit consumers in order to get the best offers but could not be very reliable to supermarkets itselfs, as they always play with really low margin competitivity.

Interview Results Companies

Compani Interview:  Sorli Discau

1.     What is your actual system of rewards?

2.     Does this attract more customers?

3.     Would you like to attract more customers (especially young)?

4.     Would you like to collaborate with other companies?

5.     Have you ever had any problems with your loyalty cards?

6.     Would you like to have a more united community of customers?

7.     What are the basic regulations in terms of privacy of your company?

8.     Would you share your information with other companies?

Interviewee:  Joan Martinez, Manager of Bonanova´s Sorli Discau

1)

Our reward system is based points accumulated by buying our different products; every product gives a certain amount of points.

Every month, we have different special offers, for example this month we have rewarded our clients with gifts for buying an specific week.

The rewards are not only free products but also a returning percentage of your full purchase order.

2)

Yes, more than attracting more customers, it also makes them spend more money in their different purchases. In conclusion, we gain more customers and higher buying consumers.

3)

Yes, we don´t forget that we are selling a lot of products for kids and young people and it is a way to make them future customers. We want to attract them especially on weekends, as they have free time.

4)

It all depends about our benefits, if we can increase our revenues and have a good relation with other entities without compromising our confidential data, we wouldn´t have any problem to cooperate and make business deals.

5)

Time to create new loyalties cards and register people

If our consumers loses their card or there is any problem related,  there is a long process in order to re- establish the information and get again all the costumer information gathered, processed and being ready again (24h or more at least, depending on the case)

6)

We would be very interested, as our social media resources are nearly insignificant and they are not updated, so customer’s doesn´t really have any kind of platform in order to communicate and interact with our company. We would like to have our customer in an special platform in order to share their experience and get to know all the products, offers and consumers.

7)

The manager told us that he couldn´t share this information with us, so we deduced this subject is relevant for the company.

8)

Depending on the agreement and the use of this information, we would accept to share it but always with legal supervision.


Company Interview:  La Caixa

1.     What is your actual system of rewards?

2.     Does this attract more customers?

3.     Would you like to attract more customers (especially young)?

4.     Would you like to collaborate with other companies?

5.     Have you ever had any problems with your loyalty cards/system of rewards?

6.     Would you like to have a more united community of customers?

7.     Would you share your information with other companies?

     1. Nowadays we offer a wide variety of rewards, depending on the activity of the customer, his type of card and his age. We have a variable programme of rewards that is periodically changing, giving for example a Samsung TV if you make us as your principal bank, different coupon discounts if you have Carnet Jove, higher annual percentage revenues for having your money in our bank...

2. Yes, as we have a good reputation and it encourages even more people to trust on us and have their money in our bank, with a plus given with the rewards.

3. We have done different promotions to attract younger customers , the most succesful remains the carnet jove, with all the activities that we offer. Every company objective is to attract younger customers , in order to have a good client base in the future.

4. Actually, we are in a good position as customers relations and revenues are concerned. We already collaborate with a lot of entities, but we are looking forward for starting working with others if this gives us economic benefit.

5.  We have a consistent system of rewards and we nearly never have any problem. Nevertheless, we had to close our program called " Puntos Estrella", which customers were accumulating points and they were able to exchange them for prices, as it was not overall beneficial for our company.

6. This is a problem that concern us, as we try to offer the best services but still we don´t have a clear united community of customers. It is one of our objectives in the future.

     7. If you mean comercial agreements, then it would depend on the terms , but we are always disposed to negociate.

Company Interview:  Hotels Hilton

1.     What is your actual system of rewards?

2.     Does this attract more customers?

3.     Would you like to attract more customers (especially young)?

4.     Would you like to collaborate with other companies?

5.     Have you ever had any problems with your loyalty cards?

6.     Would you like to have a more united community of customers?

7.     What are the basic regulations in terms of privacy of your company?

8.     Would you share your information with other companies? 

          1.  Hilton rewards work out by our booking policies and transactions made directly from our web page, there is up to 5% discounts that our loyal customers can get apart from free wifi. Hilton Honors members, get the best deals we can offer in any of our hotels or co-working hotels.  

            

            2.  yes it attracts more customers but most of our customers are not informed well of how the      system works, in general, most of our customers come back because the enjoyed the      experience in a quality and price comparison.  

           

           3. there is no doubt we want to attract more customers in their young adult stage but we are aware that we don't have the cheapest service and now a days there is a lot of competition with airbnb and hostels for this type of target.  

            4. we are already collaborating with airlines and car rentals to make better deals and climb in  this competitive market as a whole, we are trying to expand collaborations but in a high business standards, as we know that is our potential market and has been for many years.

           5. we do not have loyalty cards, we just have credit cards service fo elite customers.

           6.  we have a united and loyal community that can grow much more and we are interested in   that to happen with our new marketing campaign and technological implementations in  social media etc.

           7.  In addition to the uses and sharing described in the privacy, we may use and share relevant portions of your personal information in order to administer the Hilton Honors Program. This may include sharing your personal information with our business partners in order to credit you with mileage or other benefits earned through your participation in the Hilton Honors Program.

           8.   By enrolling, you also consent to the transfer of your information to countries where our  information processing facilities, business operations and hotels are located, including the United States and other countries where data protection laws may differ from those of your home country.

Company Interview:  El Fornet

1.     What is your actual system of rewards?

2.     Does this attract more customers?

3.     Would you like to attract more customers (especially young)?

4.     Would you like to collaborate with other companies?

5.     Have you ever had any problems with your loyalty cards/system of rewards?

6.     Would you like to have a more united community of customers?

7.     Would you share your information with other companies? 

1. we have a reward system based on a card that we give to our customers and they fill up with stickers from el Fornet, every six stickers its a free sandwich of the day that they can acquire in every Fornet in the city. 
2. It attracts some local customers most of the time that live near the location where we are or that are frequent to it because of work, high school or university. 
3. yes we always want to attract more customers from different ages, we don't want only young people because usually they don't spend much or just come for few products. 
4. we have our managerial policies implemented already but if we get more people and the investment is not high we will be happy to collaborate with other firms for sure. 
5.  not really the system is really simple, but we would like more if it was electronic and there was no need to be changing some customers cards every week. we would like to change our system in the near future. 
6. yes we would like to have a reliable customer society, doesn't matter if local or foreigner, because actually foreigners spend much more money  when they come.  
7. yes we would if this generates more income to our company and data is treated in the correct way. 

Leaps of Faith Questions

Tapp Dashboard - Leaps of faith

Leaps of Faith Questions		Hypothesis	Metrics	Finding	Insight/Response
1	Will old people be able to use an application to pay?	It's usually difficult for old people to adapt to technological changes	Surveys and interviews	We need to make tutorials for old people / user manual that is easy to understand for older   customers	A small portion would understand and use the application.
2	Can we reach our key customers?	Yes, throught the main business and adds.	Surveys and interviews	Through Social Media, supermarkets,  Adds	More attracted customers.
3	Who are the key customer segments who would benefit the most from our application?	Young people, parents with interest in  promotions.	Surveys and interviews	Active people in supermarket´s Social Media or promotions events	Parents, people between 18-65, families with kids.
4	Do people perceive the need to do some change in the loyalty systems? And with their cards?	People thing the loyalty system  process could be improved	Surveys and interviews	Customers are not motivated by the loyalty system	More attractive rewards, diversity of sectors
5	Is people interested in creating a community based on  shopping interviews	People may want to have feedback and communicate with other buyers	Surveys and interviews	We need to motivate people to use our application and share experiences with customers	People would be more active socially and would let know the different companies promotion.
6	Are companies interested in changing their way of rewarding their clients or introduce it?	Companies may want to improve their reward system and have a bigger/happier client database	Interview with them and explain them the project and the main benefits	Throught client actual satisfaction survey	The company reports a need of improving their rewarding system
7	Would people want to change their way of receiving their rewards?	People may want to have a more direct reward system and be able to check it instantly through our applicaiton	Surveys and interviews	Throught client actual satisfaction survey	The actual system is too simple, gives little alternative to consumers and needs to change
8	Would companies pay for our new system rather than using their old legacy system?	Client is becoming more and more important to companies	Interview with them and explain them the project and the main benefits	We need to incentivate companies to use our application/system	Companies are looking for greater consumer satisfaction and this will be a way of achieving it

Solutions Evaluation Sheet

Interview Results Consumers

Questions for consumers:

1. How many times do you go shopping/buying a month?
2. What is the main way of paying do you use?
3. Do you use any loyalty card?
4. If yes, how many cards do you handle?
5. What works well and what doesn’t of the current buying process?
6. Have you had any problem before when buying with a loyalty card?
7. Do you ofen benefit from promotions or a system reward?
8. If you could improve something about this service, what would it be?
9. Is it easy for you to adapt to technological changes? Why?
10. What are your main concerns about your privacy? Do you think it is well used by companies?

Jordi Interview Results:

1- Interview Results:

Profile: 

Age: 21
Sex: Male
Has a legacy card in La Caixa ( Carnet Jove), McDonalds Card, Decathlon Card, Fnac Card, FCB car.....

Summary: 

The interviewee thinks it is a good idea to create this system, he has a lot of cards and he usually doesn´t remember the discounts and the offers

He thinks that the rewards would encourage people to use our system.

He encounters problems in the fact that if the card gets stolen, he can loose all his information.

On the other hand, it is practical to don't loose a card and have all the information recolected.

More practical and fast to buy in different shops.

Compatible with smart cities global ideal in the future.



2- Interview Results:

Profile: 

Age: 72
Sex: Female

Has a Consum, Caprabo, Dia, El corte Ingles Card, Dior Card, Zara Card 

Summary: 

First of all, she usually doesn't use most of the promotion offered.

Reticent of changing, as she is already used to the system and doesnt understand the need to change. She tends to pay always with cash.

In the case of changement  she wouldn't be able to adapt to the new system and would need a lot of help in order to pay with the new card and understand the promotions.

Nevertheless, she finds interesting the option to have one card for all the different business, as she hates to carry all these different cards.




3- Interview Results:

Profile: 

Age: 17
Sex: Female


Uses Burger King promotions, Stradivarius, Zara, H&M 


Summary: 


- Prefers paying with cash than with credit card

- Understand the mechanism of a card that allows to pay in every place and has an application with promotions.

- Tends to use the promotions

- Fears the possibility of loosing this single card.

- Finds it helpful to have one card controlling all the others.


4- Interview Results:

Age: 75
Sex: Male
Uses Around 5 loyalty cards

Summary: 

-Pays with cash

-Not familiar with apps and smartphones

-Does not use them a lot as he doesnt go shopping quite often

- Does not need to have an application in order to find them



5- Interview Results:

Age: 14

Gender: Female

Uses 3 loyalty cards



Summary: 

-Pays with cash

- Familiar with smartphones

- Will want the aplication in order to get informed about the offers that she has , even if she doesnt use it to pay

- Practical for having all her discounts in a handy way and dont wear a lot of cards

- Frequent buyer of clothes, food and sports products.





Pau Barenys interview results

6- Interview Results:


Profile

Age: 21
Sex: Male
Single
Living with his parents

Answers

1. How many times do you go shopping/buying a month?
8 times a month

2. What is the main way of paying do you use?
Cash

3. Do you use any loyalty card?
Yes

4. How many cards do you handle?
4

5. What works well and what doesn’t of the current buying process?
This is the discount that you give monthly depending on the money you spend

6. Have you had any problem before when buying with a loyalty card?
No

7. Do you ofen benefit from promotions or a system reward?
Yes, but not a lot because sometimes I don't remember that I have the card or I just realize that I had it at home.

8. If you could improve something about this service, what would it be?
Having to move the purchase from the supermarket or the store to home.

9. Is it easy for you to adapt to technological changes? Why?
Yes, because it makes life more accessible.

10. What are your main concerns about your privacy? Do you think it is well used by companies?
No well used, many companies make data transfers without permission.

7- Interview Results:

Profile:

Age: 52
Sex: Male
Married and 3 children

Answers:

1. How many times do you go shopping/buying a month?
8 times a month

2. What is the main way of paying do you use?
Credit card

3. Do you use any loyalty card?
Yes

4. How many cards do you handle?
More than 10

5. What works well and what doesn’t of the current buying process?
I don't have any problem. All works well

6. Have you had any problem before when buying with a loyalty card?
No

7. Do you ofen benefit from promotions or a system reward?
Yes

8. If you could improve something about this service, what would it be?
Easier way to get promotions and discounts. My supermarket, after paying the bill, gives some tickets discounts on some products that can be used in next purchases, but with a validity of 2-3 weeks. I would propose store the discounts in the credit card, and customer choose how to apply them and when.

9. Is it easy for you to adapt to technological changes? Why?
If it's for making thinks easier, it won't be a problem.

10. What are your main concerns about your privacy? Do you think it is well used by companies?
I have concerns about my privacy. There isn't a good control of our confidential information.

8- Interview Results:

Profile:

Age: 50
Sex: Female
Married and 2 children

Answers:

1. How many times do you go shopping/buying a month?
10 times a month

2. What is the main way of paying do you use?
Credit card

3. Do you use any loyalty card?
Yes

4. How many cards do you handle?
More than 10

5. What works well and what doesn’t of the current buying process?
In general it works well. Maybe a negative aspect is that sometimes I have to wait to pay because there are a lot of people.

6. Have you had any problem before when buying with a loyalty card?
No

7. Do you ofen benefit from promotions or a system reward?
Sometimes because some days you can't go to the shop or you don't remember.

8. If you could improve something about this service, what would it be?
I don't know.

9. Is it easy for you to adapt to technological changes? Why?
Yes, but sometimes there are some things which are more difficult for me to adapt. Because of new aspects I hadn't seen before

10. What are your main concerns about your privacy? Do you think it is well used by companies?
I don't care to much about this topic although I am conscious that is a worrying topic. I don't think it is being well used the data.

9- Interview Results:

Profile:

Age: 81

Sex: Female
Married

Answers:

1. How many times do you go shopping/buying a month?
12 times a month

2. What is the main way of paying do you use?
It depends. If the price is high I usually pay with the credit card. If the price is low then I use to pay with cash.

3. Do you use any loyalty card?
Yes
4. How many cards do you handle?
3

5. What works well and what doesn’t of the current buying process?
I think it all works well more or less. Maybe that in some places if you don't have the card, then you can't benefit of the promotions.

6. Have you had any problem before when buying with a loyalty card?
No

7. Do you ofen benefit from promotions or a system reward?
I think I could benefit more from the promotions. Sometimes is because of lack of time or because the promotion doesn't last too long.

8. If you could improve something about this service, what would it be?
Maybe be able to use your ID in order to pay so you don't need to bring the cards then.

9. Is it easy for you to adapt to technological changes? Why?
It's not easy but I try to adapt. I don't have a lot of knowledge about these aspects because they are new things that have arrived to my life recently.

10. What are your main concerns about your privacy? Do you think it is well used by companies?

I have never thought about it. So I don't know what to tell you.

10- Interview Results:

Profile:

Age: 38

Sex: Female
1 kid

Answers:

1. How many times do you go shopping/buying a month?
8-12 times a month

2. What is the main way of paying do you use?
Credit card

3. Do you use any loyalty card?
Yes

4. How many cards do you handle?
7-9

5. What works well and what doesn’t of the current buying process?
Easy to use the card to get the discount but sometimes they ask my ID which I think it's not necessary
Also that there should be better discounts and more variety.

6. Have you had any problem before when buying with a loyalty card?
No

7. Do you ofen benefit from promotions or a system reward?
Sometimes because there are days that I don't remember to use the discounts.

8. If you could improve something about this service, what would it be?
Maybe be able to use your discounts with your phone

9. Is it easy for you to adapt to technological changes? Why?
Yes because I am used to it especially thanks to my job.

10. What are your main concerns about your privacy? Do you think it is well used by companies?

That I don't know what they do with my personal information. I don't think so.

Juan José Serrano Results:

11- Interview Results:

Profile

Age: 37

Sex: Female

Single

Couple

Answers:

1.       The interviewee tells us that she usually makes the general purchase once a week and on weekdays almost daily for smaller things like bread or wáter.

2.       The payment method he uses is by card for general purchase and in cash for daily.

3.       Yes, use the Mercadona card for the weekend and the Carrefour card for midweek.

4.       Three, from the supermarkets and other for travel club to obtain points.

5.       The points system Works well when you carry the card, if you dont take it, they give you a ticket with wich you have to return another day for the points to be added.

6.       No.

7.       Always from promotions or discounts.

8.       She would like to receive the information of points in the email for example, to have it all together.

9.       If its through a better mobile and its something simple, with her work, she hardly have time to look at anything and when she get home, all that she need is to rest.

1   Think that with your email and a pass could be enough, she doesnt like to be sent all offers every day because she doesnt she them, it has to be something specific and not exhaust.

12- Interview Results:

Profile:

Age: 64

Sex: Male

Married.

Answers:

1.       About 5 times a month, the rest of the days are for buy Little things

2.       Card for weekends and cash for daily.

3.       Years ago yes, but now is so hard to use specific cards for all the supermarkets, too cards for the same

4.       Now, nothing

5.       There are a lot of information now that is so difficult to understand including for buy a simple bread.

6.       No, he had a card from Eroski but Eroski dissapeard and all the points the same so he dont want to use a card anymore.

7.       Yes but from other companies like oil and gas for the car.

8.       He thinks that could be a good idea to offer something through the mobile because he doesnt want anymore to carry.

9.       Yes, but not a lot of apps.

1   If its not trough the bank its ok

13- Interview Results:

Profile:

Age: 30

Sex: Male

Single

Answers:

1.       Around 16 times a month.

2.       Cash only.

3.       Yes, from three supermarkets.

4.       One per supermarket that i use in one day.

5.       It´s faster to use but is slower to ask my points at the end of the shop and see my profile for example.

6.       Yes, the time to register, the time that they gave me the card and I dont know with security my card number for some supermarkets.

7.       Yes, almost all the weeks.

8.       I would like to improve to erase the cards and teach how to use the supermarket app with the mobile to see the points, the rewards, all the people have a mobile.

9.       Yes, because is the generation to use all with the mobile.

1  It´s ok, I think that with a email and a pass is enough

14- Interview Results:

Profile:

Age: 22

Sex: Female

 - She goes shopping every day when she finish classes.
 - She buys basic products like bread and water and some fruits.
 - She uses for pay effective and the loyalty card from Mercadona.
 - She dosent like to waste time on queues.
 - Better to use telephone for all.
 - Familiar to use and see all the discounts at the moment.

15- Interview Results:

Profile:

Age: 31

Sex: Male

 - He has loyalty cards from Springfield and other shops.
 - Want to receive promos and discounts in his phone.

 - Buy sport products and loyal to some brands
 - Find a good idea because he always lost some cards or broken

16- interview result

Profile:

Age: 21

Sex: Female

Loyalty cards: Consum, American Airlines, Pipa club, Bon preu, Sanremo Perfumeries.

-       15 times a month, because of university materials, supermarket, clothes shopping.

-       Credit card, debit card.

-       Almost never, just American Airlines when I travel. Also, consum when I do groceries, because I usually forget I have more cards.

-       Two

-       An easier way of using all my cards and paying methods, something more centralized.

-       No

-        Yes, I do use, and they motivate me when shopping if I like the brand.

-       Different promotions and more promotions, just one card for everything.

-       No, I’m slow for that.

-       I think they shouldn’t add my address and flat number because it’s personal, find new promotion methods because I never look at them.

17- interview result

Age: 24

Sex: female

Loyalty Cards:  zephora.

-       10 times month.

-       Credit card, debit card.

-       Almost never just when buying makeup because those systems are complicated to use.

-        One.

-       The system is good.

-       Loyalty cards are not connected in between countries and I’m from the US and I had to get a new one here from the same store.

-       Yes, a lot.

-       That it must work worldwide from same stores, stores must tell customers before the promotion happens maybe 20 days before, communication customer and brand is not always the best.

-       No I’m rally bad with technology

-       No I have no concerns. 

18- interview result

Age 26

Sex: male.

Loyalty cards: billabong, tactic Barcelona, general surfera, the room, vans,

-       20 times a month

-       credit card, debit card

-       yes, I use all of them.

-       I handle the ones I use the most, but sometimes I’m in the store and I don’t have the card.  

-       The system works but it would be nice that I just get a code I could use for all of them.

-       No, it’s fine. 

-       Yes, all the time.

-       Unite all the cards with a code or something.

-       Yes, I use technology most of the time and I usually enjoy being updated with it.

-       I don’t give much personal details, but anyway everything is on LinkedIn. Maybe postal code but never home address.