Discovery

Defining the target audience

As Carrefour pursued its omnichannel strategy, embedding customer-centricity into its organisation became imperative. However, various stakeholders held divergent opinions on the design of the e-commerce platform. Moreover, the UAE are the home of more than 200 nationalities.

I led the execution of 39 on-the-field interviews, covering 21 different nationalities across 2 different store formats and several locations.

The interviews allowed me to:

• Capture brand perception
• Understand customers propensity to shop online, and key motivators to do so
• Highlight offline shopping habits that needed to be transposed to the digital platform

I was able to synthesise findings with 6 personas highlighting different purchase behaviours, and online shopping triggers.

Carrefour then prioritised them based on strategic and commercial importance, helping us focus on key requirements for launch: a digital version of the promotions catalogue and the promotions display.

Shaping anticipated shopping behaviours

In an omnichannel world, no two personas behave alike.

Based on gathered knowledge during the personas creation, I mapped out archetypal journeys they would follow.

This helped educating the different channel owners in understanding the relationship between physical shops and e-commerce and how to drive traffic, and revenue.

Eventually, this approach enabled us to finalise the functional requirements for the wireframes and define appropriate content requirements across key landing screens depending on the target audience.

Next: Delivery