Example reflection - Visualization

Challenge

In my controversial Russian business community, visualization is an unknown tool I've used. I work in a  gas station network. Despite the fact that the retail price of accompanying goods is cheap, more than  90% of drivers in Russia buy only gasoline in gasoline stores. That is why the average cash receipt for  accompanying goods, such as coffee, water, food, never exceeds the level of 100,000 rubles per one  Petrol shop. This is a big mystery of our local gasoline market. No one can find the answer to this strange  behavior of the client. The price of joint product is cheap, the fast food is fresh, advertising and  merchandising of the shop looks great. We conducted many surveys of drivers, but could not explain  this strange behavior.  The local goal of my team is to increase revenues from joint products.  In light of  this fact, we have to find some solution to increase sales.

Selection

Let me explain, why I have chosen this tool. Unfortunately, the usual brainstorm did not give a result.  I've seen a great course in design thinking.  A new idea woke me up. It is how to find new approaches to  solving marketing problems. My team can find a breakthrough by drawing pictures. It seems that the  reason for the unusual habit of customer filling stations easy and clear. We just have to change our  approach to the invention and look at the question in a different way.

Application

First of all I assembled a working group. To solve such problems, my colleagues and I usually meet  together.  We seated on meeting room. Each of us took the felt-tip pen with unique color. One  participant had red felt-tip. Second college had green, etc.  We started draw the way of the driver in  gasoline shop. Step by step. First point was entry by car. Second point was refueling queue. Third point  was car refilling process. Then a driver visited a cashier. Finally he left gasoline shop. Before the driver  left the station, he had seen shelves with accompanying goods. Then we began to draw the process of  moving the consumer through the trading hall of the shop. We examined how the consumer moves  from the cash register to the exit door. How the consumer moves from the fridge with water to the  toilet. Everyone could draw a picture on the Board. One painted men. The other drew arrows. The third  drew water bottles. It was fun and unusual.  First of all visualization allowed us to see what we did not  see before. Furthermore, I believe that these colored lines and simple images on the flipchart helped my  team to invent new ideas. The right-hand traffic route allows you to find an excellent area for sales. In  this place we can put the best-selling assortment. Moreover, we have found ideas for the search for new  products. For example it was hand wipes and hygiene items. It is obvious that the consumer has a need  for cleaning hands after refueling. Drawing pictures pushed us to the marketing idea of these napkins.  We invented driver’s napkins and towels for car passengers.  This product did not different special  characteristics. The improvement was the label only and cardboard design of shelves. We were able to  do it quickly. Literally in one day we saw their rising sales. It was unusual and exciting. I know now. This  will be our chance. My team renamed part of the goods in goods for drivers and their passengers. Soon  our shops will see how this affected for the accompanying good sales. I hope we found one of the  causes of consumer behavior in gasoline station. Consumers can not overcome the psychological  barrier. They believe that the gas station should only be sold something related to the driver. Why not  help them with new products. And I believe that visualization on the flipchart increased design thinking  of my team.

Insight

After this example, it became clear to me that the standard method of meetings and the search for  solutions was insufficient. It is obvious that it is necessary to study any question concerning marketing  not only with formal logic. Visualization provides a source for finding new ideas and solutions. It became  clear to me that the brain began to work differently. Visualization made it possible to include more  imagination resources.

Approach

Work as a marketing specialist involves finding solutions every day. We usually focus on numbers and  accurate data. There will be new challenges tomorrow. It will be how to increase the frequency of  purchases.  I am sure that I will begin to solve the goal with the visualization tool. I usually use report  data when making a decision. This is information from CRM system. It is also feedback from shop sellers.  Or it can be a market research data. It does not matter. Next week, I'll meet the whiteboard and the  color marker. I will start to paint the icons of the stations and miniature cars and types of shelves. Thank  you for the design thinking course.

