An ambition to deliver
Pret had ambitions to grow their ordering business and wanted to create a delivery and collection service that surpassed competitor offerings, whilst staying uniquely ‘Pret’. A new service design blueprint needed to work globally but adapt to meet the expectations of different markets, from France to Hong Kong.
Understanding Pret and its customers
To launch a successful ordering service in each of the four core territories Pret operates in, we needed to understand the maturity of collection and delivery services in each of those markets, how this determined customer expectations and vice versa.
We also needed to understand Pret’s current ordering offering and the operational steps they would need to take to meet, and ideally exceed, customer expectations.
We began by talking to Pret employees – from the online team to store managers – to identify operational pain-points. We combined this insight with the views and behaviour of customers with cross-market surveying and ethnographic research.
The result was a unique customer journey map for each market, with identifiable points of friction and underperformance to address within a new service offering – from online ordering to in-store collection.
A new global service design blueprint
Combining this insight with our own primary research into competitor services and individual market trends, we were able to create a service design blueprint tailored to the nuances of each individual territory. The blueprints provided recommendations for every identifiable touchpoint from awareness of Pret to post-purchase retention, including physical alterations to Pret’s store layouts to facilitate an exceptional collection experience.
We worked with Pret to assign departmental responsibilities for delivering against each new service touchpoint before prioritising actions based on the impact on customer experience and business cost/effort.