Case studies

Schmatz

Redesigning the omnichannel customer journey
for Schmatz

オムニチャネルにおける顧客ジャーニーの統合

Redesigning the omnichannel customer journey for Schmatz

Problem

事業ごとの顧客ジャーニーを統合し顧客体験を最適化する

As a natural extension of existing brand architecture work with Fabric, there was a need for customer-facing brand touchpoints to be refined further. Improving the customer journey would require an understanding of current physical retail and ecommerce pathways, as well as the connection between restaurant and FMCG business arms. This would require a level of customer segmentation and research that had not yet been conducted at Schmatz.

Approach

We explored Schmatz’s omnichannel customer journey by identifying current state barriers and opportunities and designing optimised solutions for a seamless experience across channels.

We examined the food and beverage industry at large alongside the unique customer experience offered across Schmatz outlets. We synthesised a range of insights from our research, which included methods such as:

Customer interviews across different Schmatz experience levels
Custom SCOUT quantitative study surveying 2,477 participants across Japan
Retail service safaris of venues and services across Tokyo and U.S.
Competitor audit of beer brands and restaurant models
Secondary research

Customer interviews across different Schmatz experience levels
Custom SCOUT quantitative study surveying 2,477 participants across Japan
Retail service safaris of venues and services across Tokyo and U.S.
Competitor audit of beer brands and restaurant models
Secondary research

A major theme that emerged from our analysis of customer behaviours, expectations, and experiences in Japan was beer literacy.

By aggregating responses to key questions in our SCOUT study, we created a unique beer literacy index by which to compare respondents, resulting in low, medium, and high scoring. In combination with Schmatz customer segmentation data, we were able to illustrate a correlation between greater customer loyalty with higher beer literacy.

Outcomes

We mapped the existing and ideal customer experience against an omnichannel customer journey that took into account the diversity of Schmatz’s customer base.

After identifying target customer personas who have the greatest potential to engage with Schmatz, we designed a future state journey map as a tool that envisions the ideal customer experience for each persona facilitated by service concepts. With the future state journey map, pain points were turned into new gain points, while existing gain points were further leveraged to be even more beneficial to experience.

Outcomes

Our research enabled the design of service concepts that clearly addressed key opportunities for Schmatz across key channels.

The service concepts designed were tailored to all target customer personas, taking into consideration varied existing levels of engagement with the brand. Each could be traced back to an opportunity space based on clear needs expressed by customers.

Certain recommendations were quickly integrated into existing planning streams within the organisation, such as a Fabric-designed new grand menu concept rolled out to all stores in May 2023.