10 ways to get the graze effect

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10 Ways to Get the ‘Graze Effect’ © Copyright 2014 Adapta3on Project Ltd. by

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When was the last time you actually caught yourself smiling when you used a product or service? The Graze Effect is a lesson in user experience excellence and this toolkit is designed to inspire your own Graze Effect, prompting ideas to make a user experience that’s truly special.

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Page 1: 10 Ways to Get the Graze Effect

10 Ways to Get the ‘Graze Effect’  

©  Copyright  2014  Adapta3on  Project  Ltd.   by

Page 2: 10 Ways to Get the Graze Effect

When was the last time you actually caught yourself smiling when you used a product or service?

Incredibly that’s what happens pretty much every time I see my Graze delivery. It feels like my own personal experience that only Graze and I know about.

If you haven’t heard of Graze.com, it uses a direct debit subscription model where a selection of healthy snacks is sent to your home or office on a regular basis.

Continuously introducing new and surprising goodies and listening to my likes and dislikes, the Graze Effect is a lesson in user experience excellence.

So how do you create an experience that makes a user feel appreciated? And give little surprises that can brighten their day?  

Subscriptions are a popular concept: from food and beauty, to toys and pet food. Signing up for a regular delivery is a growing trend.

Of course it’s not just subscriptions that you can apply an experience too. Every product or service can and should have an aspect of this; all you need is a little creativity.

This toolkit is designed to inspire your own Graze Effect, prompting ideas to make a user experience that’s truly special.  

Dissecting the Graze user experience

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Blue Ocean Thinking 5

Devil in the Detail 6

Encourage Sharing 7

Consistent Branding 8

Getting Priorities Straight 9

Know the Value of Your Product 10

Understand Quality 11

Don’t be an Irritant 12

No Time to Rest 13

Simplicity 14

What will we cover?

The main things we’ll be talking about relate to:

!  Personalisation: how do you create a product or service with just a few elements that make the user feel special?

!  Lifestyle fit: how can you enhance and become a natural part of someone’s day to day lifestyle?

!  Going a step further: even if you’re selling a product or service that is far from unique, how can you improve it through small nuances to create something exclusive?

When you think about each of the following aspects, brainstorm how you might be able to apply them to your own business.

Many of the things Graze do reflect the care taken, not necessarily the money spent. So how can you give similar attention to detail on a shoestring budget?

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We’re looking for opinionated Contentds!

None of us have money to burn on marketing activity that doesn’t work. Contentd.co is all about crowd-sourcing ideas and learning from each other’s experiences (good and bad!) to create your own marketing activity that has the best chance of success.   If this ebook sparks an idea then please do share it by joining the discussion at www.contentd.co. Or tell the community about your latest challenge or problem, and see what we can do to help. We’re all in it together!

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A truly unique business idea is the most difficult thing to come by. But look hard enough and you’ll find a way to tweak any existing idea to be uniquely yours.

The idea of Blue Ocean Strategy “is not to out-perform the competition in the existing industry, but to create new market space or a blue ocean, thereby making the competition irrelevant.”*

Sounds pretty impossible where everything seems to have been done before, but as an example: Graze sets itself apart by creating a new offer that rests on one big idea “healthy snacking just for you” which packages a bunch of not-so-unique elements :

!  A present to yourself: Personalised to your tastes. !  Healthy: Every punnet is low in calories. !  Convenient: Direct debit and fits through the letterbox so

you’ll never miss a delivery. !  Supports local producers: Helps grow the UK economy and

promote sustainability.

As a starting point, try writing a list of your product’s features (the tangible parts of your product) and then the benefits of each (the positive impact it makes on the user’s life and the reason they will buy your product over someone elses).

Taking the best bits from what the competition are doing, and incorporating ideas from other industries will help to form a unique package.

*Source: www.blueoceanstrategy.com/10-key-points-about-blue-ocean-strategy/

1. Blue Ocean Thinking  

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Over the decades we’ve come full circle from “one size fits all” mass production, back to appreciating hand crafted individuality.

We also have incredibly busy lifestyles so although your business may be the centre of your universe, it’s unlikely to be that to anyone else!

!  Personally addressed communication: Anyone can send a personalised email now but Graze go further by putting your name on the leaflet that contains your personalized product information.

!  Put the user in control: They provide very quick ways online to continually customise your experience by clicking the Bin, Like or Love button for each punnet. If there’s a snack you have a particular hankering for, you can mark it as “send soon.”

!  No time / No waste: By choosing your likes and dislikes you minimise waste and disappointment, essentially creating your own ideal experience. You can choose how often you want to receive a delivery and put it on hold if you’re away.

Using the list of features from your Blue Ocean Thinking, how could you personalise each of these to make your customer’s life easier?

Source: www.wired.co.uk/magazine/archive/2012/06/start/graze-anatomy

2. Devil in the Detail

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Customer reviews are a hugely popular element of making a purchase decision now with at least 70% of us trusting online reviews when researching a purchase.*

Do you often share content from brands you like? Odds are, you’re more likely to “like” or “follow” a brand if they make it easy for you to do so. The time required to click a button versus writing a post or tweet from scratch may only be a matter of minutes but the easier you make it, the more chance you’ll have of gaining support.

Ways to share offline: !  Vouchers provided with every single delivery that you can hand

to friends. !  Merchandise to give away with your business cards that have

your social media details: stickers, post-it notes, re-usable postcards, t-shirts etc.

Ways to share online: !  Every product on your website can be liked on Facebook or

Twitter with a simple button. !  A unique voucher code can be shared with your networks on

Facebook, Twitter or via email. !  Pre-write tweets in a link so all they need to do is click a button

to share.

Do a short audit of your website. Where could you add sharing buttons? Can you reward your customers for sharing your content?

3. Encourage sharing

Source: www.nielsen.com/us/en/insights/news/2012/consumer-­‐trust-­‐in-­‐online-­‐social-­‐and-­‐mobile-­‐adver:sing-­‐grows.html  

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4. Consistent Branding

Graze has created incredibly strong branding everywhere you look, even down to the tags on their teabags. But don’t forget that the logo is just a small piece of what a “brand” is. A brand is the sum of a whole package of elements that are consistently executed, including: !  Visuals – consistent logos, colour palette, fonts

!  Communication – tone of voice, headlines, email and website copy

!  Experience – transparent values and ethics, product quality, excellence in customer service

!  Associations – any partnerships must align with their brand values, in this case Graze’s School of Farming teaches students how to grow, maintain and then harvest fruit from their own trees.

Let’s face it, someone could try to replicate exactly what Graze is doing but as a copycat it would lack the authenticity. This kind of holistic branding makes it incredibly different for potential competitors to try to steal your customers. Take a look back at the ways in which you present your brand to the world, eg emails, website, leaflets, business cards...Which elements seem disjointed from the rest? How could you refine your brand visually or through your copy?

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Do you really know what your customers’ priorities are? What does a typical day in their life look like and how could your product fit in? Often your perception can be different to the reality, especially if you fall into the trap of focusing solely on what you would personally want as a customer. It’s also true that people don’t necessarily know what they want until they see it. Did I know I wanted snacks delivered to my door every fortnight? No. Do I need it? No. But does it make my life a little more enjoyable and easier? Well, yes. If we focus on the user’s lifestyle, a big benefit of Graze is it’s convenience factor. Take for example, a busy office worker. They’re working to a deadline and can’t find time to leave their desk. Or they’re just feeling damn lazy. All they have to do is reach for a punnet. They don’t even have to dirty cutlery as Graze include useful stuff like a toothpick to eat olives and paper napkins. How can you fit seamlessly into your user’s lifestyle so that it complements their day rather than being an impediment? Think about aspects beyond their demographics: What sort of job do they have? Are they on the move a lot? What are their day to day priorities? What problems do they need to solve?

5. Getting priorities straight

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Graze is a little luxury every so often and they know the price point at which their users will appreciate the value. £4 per fortnight for a box of goodies is a price that feels like you’re getting a good deal and can be justified in the budget rather than going down the shops and buying your own snacks.

It also eases the purchase decision to know that once you sign up you can cancel at any time without being locked into a contract, and you can put the deliveries on hold if you’re going on holiday or want to take a break. In that way, there is more chance a customer will return as the path to re-start their deliveries is much quicker than needing to sign up all over again.

Cancellations and non-returners are a natural part of business; remember that your product isn’t for everyone and nor should it be. But make sure you collect information on why people decide not to buy from you so you can fix bugs etc or understand your niche customer profile even better.

Some type of introductory discount (in Graze’s case the first box is half price) is a good idea to encourage a first trial. I’m a bigger fan of added value, for example giving trials of other products, or offering bonuses from complementary brands who are targeting the same audience as you.

What reward could you give a new customer for trying your product? Can you find another brand on Contentd with complementary products that you could team up with?

6. Know the value of your product

Page 11: 10 Ways to Get the Graze Effect

At the core of the Graze product offer is exceptional and consistent product quality. Ingredients are “hand picked”, they source from local UK farmers and showcase these small suppliers on their website. This works in two ways: it makes the user feel that they are doing their bit to support local producers; and they know what they’re eating due to the open and transparent nature of Graze sharing it’s supplier information.

I’ve been getting boxes for about 6 months and I haven’t once had a faulty product or anything past its used by date and this doesn’t go unappreciated. How many times have I received mouldy or damaged produce in my home delivered groceries?

Just one bad experience can lose you a customer so think about it from two aspects:

!  Product - Is your base product the best it can be? Are there ways you can improve it? Do you know what people like and dislike about it? Which are deal-breakers vs nice-to-haves so you can prioritise improvements?

!  Service - how do you deal with complaints? Do your customers feel appreciated when they make a complaint?

7. Understand quality

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We’ve all unsubscribed from an email list due to receiving too many emails or irrelevant content.

When you want to stay in touch with your followers, how can you make sure your communication is welcome?

Consider asking yourself: “is it news-worthy?” In other words, is it relevant to your audience and will it benefit them?

A good way to remember to check this is the acronym WIIFM or What’s In It For Me? Use this to sense check your content: Am I just blowing my own trumpet or will the reader take something useful, relevant, actionable and / or interesting away with them?

After receiving your Graze box, you get an email that allows you to rank each punnet and so it is beneficial to the user to do this because you’ll keep receiving food you don’t like if you don’t bin it.

How could you apply a similar concept to your communication, where the user misses out on something or perhaps has a slightly diminished experience if they don’t take part? Can you personalise emails to different segments of your mailing list depending on their behavior therefore tailoring content to make it more relevant?

8. Don’t be an irritant

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Once you find a concept that works, it’s important to keep on innovating to increase your revenue by growing your market and to keep your current customers interested and loyal. Graze could have just kept on adding more and more snacks to it’s list but instead has identified ways to branch out and attract new customers through adding new categories such as Kids boxes, Breakfast cereal boxes, and a Wholesale offer for office snacks, clients, parties and conferences. Instead of inventing new ideas, they take the same core concept and adapt it for new customer segments. They know what works and they keep it simple, staying with the same core values and not adding any more work as they likely use the same suppliers, packaging, and product leaflets etc. They just pack the same elements in a different way that is appealing to new audiences. Have you found the right concept? How can you tweak and adapt it slightly to appeal to new niche audience segments? Do you have a list of customers whose loyalty you could nurture further by introducing a membership scheme or loyalty reward program?

9. No time to rest

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Think about your current user journey, ie the steps the user has to follow to get to their desired outcome such as making a purchase or signing up to a newsletter. The Graze idea is incredibly simple: just sign up on a subscription basis and receive a box of personalized goodies as often as you choose. The website functions are also simple: !  Sign up takes 5 minutes !  Simple menu that categorises snacks in an

intuitive way !  Working search function to easily find what you

want or discover new snacks to add to your list As anyone knows who has networked or pitched their product in some way, distilling your idea down to a sentence is both the hardest thing to do and a very effective way to engage someone quickly and raise their interest. Can you do it? How could you make the journey more enjoyable and as simple as possible. It’s likely the first journey you create could be simplified 5 times over so it’s worth revisiting now and again and asking others to step through the process to make suggestions on how to simplify.

10. Simplicity

Page 15: 10 Ways to Get the Graze Effect

Want to find your ‘Graze Effect’? Step through the questions at the end of each section as a guide to creating your own unique customer experience. Try asking a friend or someone disconnected from your business to work through the sheet with you to get a fresh perspective. Not sure your elements are creating a unique package? Share them on the forum and get input from other Contentd members!

@contentdco by