Manuka Wholefoods is a remarkable little shop owned by a family of New Zealanders living in Chichester (West Sussex) in the southern part of the United Kingdom. Manuka Wholefoods retails a full array of organic products such as grocery, dairy products, fruit and veggies, skin and body care, nutritional supplements and organic wines.
For personal reasons, the Manuka Wholefoods business owners had to travel right before relocating their shop within Chichester. Beyond the traditional emails sent to their customer database, the on-site working crew, led by highly capable and motivated Shop Manager Claire Burgess, decided to give customers a little map-flyer helping them to visualize the new location.
1. First, start the crowd-sourcing project within your own team
Creating a readable map everybody could understand turned out to be a challenge. Claire could have printed out the typical Google map, had it photocopied and “voila, here you go customers, take it or leave it! But insightful Claire Burgess wanted to go a step further. She decided that not only should customers understand and be able to read her map, but more importantly customers should be able to visualize the new shop location. In order to create the best possible drawing, Claire first sought advice from her own team. By doing so, she enthusiastically included them in the project while gaining their motivation and support.
2. Crowd-source with own employees for personnel engagement and motivation
The three Manuka Wholefoods team members had different views and expectations on what the map should look like. After briefly conferring with each other, they all decided to try out a Google version. At that time, the Google map seemed the logical choice since the team could perfectly understand the directions from the old location to the new.
3. Test your idea and ask for genuine feedback from your crowd
Claire Burgess went one step further. She started showing the map to her customers, and asked them if they could visualize and understand where the shop was going? Although 80% of Manuka Wholefoods’ customer base is from Chichester, most of the customers to whom the map was shown had genuine difficulties reading it and understanding where the shop was moving to. Claire’s team realized that many of their customers did not know the street names or names of the city landmarks. The team had to pause and accept the fact that the map they created and perceived as logical and easy to follow, came across to the majority of their customers as confusing. The quintessential lesson they learned was the fact that they did not find out until they genuinely started to ask.
4. You miss the point if your business gets it, but your “crowd” or customers don’tManuka Wholefoods’ sales team started asking customers for suggestions. It became clearer that a readable map would have to be made from scratch. Unneeded street names were removed. Thanks to the help of many customers, the map became a crowd-manufactured effort featuring four arrows originating from the former shop and ending at the new location. The customers preferred a map overview with directions along the main roads rather than the most direct route along unfamiliar streets. Furthermore, customers then requested that it would help if pictures of known landmarks and shops could be added to the map to create a complete visual of the new location.
5. Assume nothing and get your crowd’s attention
Although posters announcing the move were strategically placed, these seemed to be of little use unless pointed out to customers. In this day and age, we are all busy, preoccupied and in a rush. We see but do not read; we hear but do not listen! That’s
why folks, with any message you want to communicate, you’ve got to get people’s attention. We all are creatures of habit. We often overestimate the relevance of a message by genuinely assuming that people are interested.
Once the map had been finalized, 750 copies were personally given out by Claire Burgess and her team. Furthermore Manuka Wholefoods will have to distribute additional flyers to encourage its customers to create new shopping habits. How many customers will forget and realize that the location has changed when suddenly faced with the old empty shop? Over the next three to six months, Manuka Wholefoods will have to remind, coach and reward customers for having adjusted to a major change: shopping at its new location.
What is your crowd-sourcing experience as a business owner? What are some of the lessons you’ve had the chance to learn? I am looking forward to your comments and suggestions: Until next time, I wish you all a successful week.