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Smartphone App Strategy for Caribou Coffee: Research, Analysis, and Recommendations

This agenda outlines the research design, secondary data sources, results, and recommendations for developing a smartphone application for Caribou Coffee. It includes insights from focus groups and surveys on consumer preferences towards a mobile app, with recommendations for two phases of app development focusing on key features like store locator, order in advance, mobile coupons, and online menu. The study aims to assist decision-making in enhancing Caribou Coffee's smartphone experience and staying competitive in the market.

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Smartphone App Strategy for Caribou Coffee: Research, Analysis, and Recommendations

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  1. Agenda • Introduction/Motivation • Research Design • Secondary Data • Results/Analysis • Recommendations • Questions

  2. Introduction/Motivation • “There’s an Ap for that!” • Caribou’s current Smartphone experience • Competition in the Smartphone space • Decisions that need to be made • Research Objectives to assist decision making

  3. Secondary Data Sources • Universal McCann and AOL Report on Smartphone usage

  4. Secondary Data Sources

  5. Secondary Data Sources

  6. Secondary Data Sources • Insight Express: Mobile Research on Research

  7. Focus Group Purpose: • Smartphone usage • Consumer preferences for a Caribou Coffee application Size: 5 respondents Criterion: Currently use a Smartphone and are familiar with application downloads Platforms 3 iPhone 1 Palm Pre 1 Google

  8. Focus Group Results • Multiple application downloads: FREE • Spend maximum time using the internet • Learn about apps via friends or ads • Convenience of using mobile web, from 2-5 hours a day • Caribou Coffee specifics: location, store hours, order via phone, review menu items, pay in advance, incentives/ deals

  9. Survey • Electronic survey via email • Time constraints • Perceived greater response due to easier accessibility • Easier to interpret results • Sampling procedure • Emailed to 65 friends/ co-workers → 82% response rate • CONVENIENCE Sampling NOTE: It is assumed that the sample is representative of the entire population

  10. Survey Questionnaire

  11. Survey Questionnaire Challenges: • Non responders: 18% - But we had 53 respondents in four days • Pre-test survey if time permitted • Assumption of sample size representative of population – Preferences and attitudes limited to local population

  12. Mobile Web vs. Application Very Easy = 2 Easy = 1 Neither Easy Nor Difficult = 0 Difficult = -1 Very Difficult = -2 P = 0.032 P = 0.13 P = 0.044

  13. Application Feature Importance

  14. Likelihood of more store visit

  15. Loyal vs. non-loyal

  16. Recommendation Two Phases Approach • Phase I – Standalone iPhone Based Application • Phase II - Standalone Android Based Application

  17. Recommendation – Phase I • Supporting Platform – iPhone • Format – Standalone Application

  18. Recommendation – Phase I Major Features • Store Locator • Order in Advance • Mobile Coupons • Online Menu

  19. Recommendation – Phase II • Supporting Platform – Android • Format – Standalone Application

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