In-Store Kiosk
Gamifying Shopping Experience for Frito Lay's Customers
Snacks.com is an advanced e-commerce solution by Frito-Lay, PepsiCo that allows customers to simplify their ordering and delivery processes, while providing them with more expansive product offerings. Currently, it has 30,000 active customers and is growing, with the platform being utilized to flex and adapt to shifts in demand. From our research, it was evident that customizing a snack pack on the website was a popular product option for all with their children, as they see it as a bonding experience. An in-store kiosk experience for Frito-Lay’s customers, will establish a direct business to consumer connection, while also supporting retailers with unique store experiences.
Collaborators
PepsiCo & IBM: Product Team, Developers, Game Designer, Business Leads
Methods
Field Research, Market Analysis, User Persona, Journey Mapping
Tools
Miro, Adobe Suite, Microsoft Suite, Figma
Duration
10 weeks
Executive Findings
Developing a strong D2C channel represents a significant business opportunity
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Online snack purchases represent a $20.88 billion market
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Grocery shopping is the fastest growing in e-commerce
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Even a small percentage of this market represents a $100+ opportunity
Shoppers are highly motivated by discounts
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With current inflation, shoppers are prioritizing affordability
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Big box shoppers are more price-motivated shoppers than grocery shoppers
Online shoppers are motivated by choices and convenience
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Shoppers order online if there is a product unavailable in-store, so Frito-Lay’s e-commerce experience should include a unique offering like custom snack packs
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Amazon has set shopper expectations for delivery in two days and no shipping fees
Branding lends credibility to the shopping experience
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The snacks.com experience was largely independently branded, making shoppers uncomfortable - most did not want to purchase online from an unknown brand
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Millennials and Gen Z shoppers trust Frito Lay products
Opportunity
Grocery represents the fastest growing e-commerce category; an in-store kiosk will establish D2C, gain user insights to build a database of potential shoppers.
If the kiosk helps generate only 0.5% of all potential online snack sales, then it would be a $104.4 M opportunity.
Shopper Personas
Interviews were conducted with 3 key shopper personas and secondary research was reviewed about on-going digital commerce trends to develop user insights and hypotheses to drive kiosk ideation and conceptualization.
Price is a
key factor
Big box shoppers are focused on value and are concerned about inflation. Often more price conscious than traditional grocery big box shoppers have come to a big box store like Walmart or Target anticipating better prices.
Discount offers will be a key motivator for in-store big box shoppers. Millennials’ in particular show a high interest in click and collect discount offerings when grocery shopping.
The field research indicated that the custom snack pack for $20 was a good deal and would be willing to pay up to $25 for it.
Choice and convenience drive online shopping
Online grocery shopping has decreased as shoppers return back to in-store shopping. For most consumers it comes down to two key areas in terms of online shopping:
Choice - "There is a product or offer that I can't get in-store"
Convenience - "I'm too busy to make it to the store"
Initial primary research showed a strong interest in the custom snack pack with parents. The 30-pack was less appealing to adults without kids. Custom packs provide shoppers with a choice they cannot make in-store. Research participants who typically buy snacks in-store stated they would buy their snacks online with a better online shopping experience.
Usability of Snacks.com
Users rated the user-friendliness of snacks.com on a scale of 1-5
The average rating was 2.4 on 5
Net Promoter Score
-100
snacks.com
vs
45
Benchmark value for
e-commerce websites
Market Size
TAM SAM SOM Analysis
$9.81
Billion
$22.8 Billion
$1.06
Billion
Total Addressable Market: U.S. Online Snacks Market
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The U.S. snack foods market is estimated at $174 Billion
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12% of overall snack sales are online sales equaling an estimated $20.88 billion in U.S. snack food sales online
Serviceable Addressable Market: Kiosk Interests Hours
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47% of US online adults indicated they are interested in or are currently using interactive touchscreen displays in-store
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Walmart accounts for 18% of the US grocery market in 2021
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Frito Lay leads snacks category with ~60% market share in 2020
Objective
To design an in-store kiosk experience for shoppers in order to customize their own snack box. By leveraging gamification, target will be the Gen X and millennial parents.
The shoppers will have two options at the kiosk - either they can play a game or choose the express shipping, both to customize their snack box, and receive it at their door step hassle-free.
Kiosk Screens
Gamified Shopping Experience
Revolutionizing Snack Shopping
The interactive snack customization experience blends gamification, behavioral psychology, and seamless digital interfaces to create an engaging in-store journey for diverse shopper demographics. For millennial parents, immersive games like target-based cannon shooting and gravity-driven snack catching transform snack selection into a fun, interactive adventure, keeping kids entertained while fostering brand engagement. Meanwhile, for Gen X and Gen Z shoppers, the Snack Builder kiosk prioritizes speed, efficiency, and personalization, offering a frictionless customization and express checkout experience.
