7 - ELEVEN | Customer Panel
January 2021 - May 2021
Used data to create a customer panel by screening individuals based on demographics, interests, and attitudes to represent base. Created a prototype for the website and app that will be used by the internal and externals users of the panels. Recommended a systematic way of collecting, theming, executing, analyzing, understanding and communicating insights.
7 - ELEVEN | DISCOVERY PHASE
Demographic Findings
Analyzed demographic distribution based on age, gender, income, occupation and education level
Behavioral Findings
Segmented customers based on visit frequency
Business Needs
Understanding panel expectations and functionality from 7-Eleven employees
7 - ELEVEN | BEST PRACTICES PHASE
I came up with panel best practices to maintain an active customer panel. Such as promoting the panel through email, in-store and through the 7- Eleven App. Another best practice is showing appreciation to the panelist. Such as informing the panelist that their input made a different to their data. The last best practice is maintaining panel maintenance by providing quick and personalized support, list cleaning, incentivizing with rewards and inviting more members to the panel if there is not a lot of participation.
7 - ELEVEN | EXECUTION PHASE
This is the phase where we start prototyping and operationalizing our workflows that we created. This phase includes a few prototypes such as the website interfaces, an app integration, and onboarding. We created a process overview to help explain, the recruiting portion of the panel, internal research need arises, survey design and execution, and finally the response analysis.
JHINUK FEST
January 2019 - May 2019
Created a mock music festival in class to describe the impact of user generated content. Analyzed user generated content by the top websites, and how engagement drives revenues. Presented information about influencer marketing, campaigns, and strategies that impact user generated content.
IMPACT OF USER GENERATED CONTENT
I created an analysis about user generated content enhancing user experience. I noticed at 30% of content increases customers spending, and 40% said that they thought about buying the product. I noticed when items are shared on the internet it increases the customer want to purchase the product.
INFLUENCERS
Using influencers is online and offline marketing collaborating. 81% of customers trust advice from influencers. 64% of customers seek out reviews before purchasing a product, and 35% said that they won't purchase a product if there is not a review. 32% said that they will hold of on purchasing items so they can do more research. There are three different's types of influencers, Mega-Influencer, Macro-Influencer, and Micro-Influencer. Mega-Influencers are are the celebrities and they have the highest reach of influencer spectrum.
CAMPAIGNS
The three main campaigns for music festivals is hashtags, livestreams, and apps. Hashtags being as simple as the name of the festival "#Coachella" or "#ToyotaGiving" it keeps the festival buzz continue even after the festival. Livestreams are also a plus giving customers a change to be at the festival without purchasing festival tickets. Beyonce's Coachella livestream is the most viewed performance on YouTube. Apps are another help because it gives the customer and experience while they are the festivals. It gives them festival information of what will come the day of the event.