Bata Juke Box : An unfulfilled promise or a customer delight?
Recently, I visited a Bata store and was intrigued by the “Bata Juke Box” situated at the checkout counter. Out of curiosity, I scanned the barcode and signed up. To my disappointment, the juke box experience was underwhelming.
Here are a few improvement areas in the Jukebox, I noticed during my visit:
Placement: The location of the Bata Juke Box could have been better. The checkout counter is not the most ideal spot for it, given user has already spent time at the store and made a buy decision by then.
Onboarding: The sign-up process lacked any form of onboarding or visual aids to inform the user about how this works, or the list of songs available. Customer’s default Bata account could’ve been linked for unified experience.
Playlist Management: When I selected a song from the list, my selection was queued in the play list, with no estimated time or overall queue to show when that will get played (perhaps one of the previous visitor might’ve selected the current one as there was only one other customer in the store).
Session Control: There was no session or control on the page, and it is independent of your presence in the store.
Bata — A case of misplaced priorities?
As a brand “Bata” is one which would attract significant footfalls. My visit to the store, revealed a case of “Wrong prioritization” (I think my PM skills are coming to haunt me 😊) .
The store has deeper problems, than introducing a Juke box. Below are my few observations which could be solved :
In-Store Assistance: The store lacked an app to guide customers inside. Customers had to call out to the store assistant for almost everything. From the app, customers could raise a request for a store assistant.
Availability Check: As a person with a bigger foot size, I would have to rely on the store associate to check if a particular model is available. And in turn they validate in the system. This is kind of a harrowing experience.
Offers and Rewards: There was no way to check online offers, payment card offers, Bata reward points, etc.
Customer Feedback: The store was not collecting customer feedback. This would provide valuable insights into customer satisfaction and preferences for future improvements.
Product experience is a holistic journey, any myopic obsession with the feature can short-change the rest of the journey. It’s important for organisations to evaluate if they are solving the right problems. Validating experience post “ Go Live” and continuous feedback is as important to ensure that the products lives to its expectations.
Feel free to share your thoughts on the above in the comments section.
PS: As a use case missed in the testing — even two weeks after my store visit, I’m still selecting songs to be played in the store! :P
Disclaimer : I love the Bata brand and their products.
