Mark 4020 - Owned Media Marketing.

Case study on www.metro.ca:

As a result of the pandemic, an increasing number of Canadians are ordering groceries online for pickup. According to Mintel, as of August 2020, 10% of seniors were buying more groceries online in Canada.Women are more likely to do the grocery shopping for the household.

Metro is a large Canadian grocery store chain.Customers can order groceries online at metro.ca.Metro would like an assessment of their online ordering/shopping webpages for the Urban Seniors Market Segment.

Metro has stores in urban areas that are served by high-speed home internet services.Seniors are more likely to use a desktop device for online activities.Seniors can be less confident users of online websites and applications.They very much dislike interfaces that are confusing to use, slow to load and have small print and print in red and yellow that is difficult to read onscreen.They are much more likely to click links rather than use search functions.Trust is an important issue for seniors.They are concerned about being hacked, phished or having their credit card information stolen.They will directly navigate to websites they know and trust.

Seniors are often concerned about receiving good value for money.They shop for items on sale.They will check the flyer before finalizing what they will purchase.They will accept close substitutes for their preferred items. They also prefer to avoid waste.Since they live in smaller households, one or two people, they frequently shop for perishable items in smaller sizes.

There are three items on their shopping list:

1 litre Beatrice 2% milk

Original 100% whole wheat sliced bread

Green Giant frozen sweetlet peas

They will pay be credit card and would like to schedule a time and day to pick up their order.

Questions:

1.Develop a goal-centred persona for the target market segment.

2.Develop a scenario for this market segment for reviewing the sale flyer for items on the standard shopping list.

3.Develop a scenario for this market segment for shopping for the standard shopping list on the online ordering webpages.

4.Using the perspectives of value, navigation, presentation and trust provide an assessment of the metro.ca flyer to achieve the user's specific goal from the scenario.

5.Using the perspectives of value, navigation, presentation and trust assess the metro.ca online ordering webpages to achieve the user's specific goal from the scenario.

6. Make at least one recommendation for changes for each of value, navigation, presentation and trust for the metro flyer.

7.Make at least one recommendation for changes for each of value, navigation, presentation and trust for the metro.ca online ordering pages.

8.Make at least one recommendation for a change that Metro could make that would add significantly more value to the user of their online ordering system.