Coca Cola Play, using leisure to redefine the in-store beverage purchase experience
The project objective was to define opportunities and design new merchandising platforms for the brands of the Coca-Cola Company that compliment the experience model of the value department store.
Value department stores (logos above) place emphasis on the "treasure hunt", finding that perfect article of clothing at a great price.
Value department stores define their primary shopper as women, 25-55...
...and their secondary shoppers as the tag-along shopper, the husband, the kids.
With this in mind, I set out to design a platform fulfilling the following criteria:
1. To instill the spirit of the "treasure hunt"
2. To appeal to the primary and secondary shoppers
3. To define a space in the store to contain the experience
I studied the stores. I saw consistencies in mainly linear space, aisles for traveling through the store, and some space for impulse buys near the registers.
I identified the following needs for the primary shopper:
A place to rest
Energy to keep shopping
And the following for the secondary shopper:
A place to sit
With this in mind, I set to sketching.
Integrate-able seating was key. This allows the machine to adapt to multiple locations in the store.
I created deliberate interactions.
Highlight: Two Modes
The machine is in game mode when the seats are in place. The customer gets a set discount on their beverage purchase if they win. The game learns and gets more difficult as more people win. The customer is more likely to buy a drink once they've invested themselves into the experience.
Highlight: Brand Customization