JOBS TO BE DONE methodology: the customer buys not what you are selling
What is the purpose of buying a chocolate bar? And sneakers? And a milkshake? It turns out that customer needs during a purchase are not so obvious. Customers each time solve specific tasks and look for the best product that will help them with this. The JOBS TO BE DONE methodology helps to understand how people make decisions to move from point A to point B and what assists them in this process. If the transition cannot be made (there is no solution or the solution does not fully meet the need), we should analyze the existing barriers and create new suitable solutions.
What tasks does the client have? Not just to do or obtain something (functional), but also to feel something (emotional) and to appear a certain way in the eyes of others (social). The product can solve several tasks, but it is important to identify the main one. The company Nike sells not just shoes, but a sports lifestyle and achievements (remember the slogan "Just Do It"). Sneakers are not just sold as something sweet, but to quickly satisfy hunger on the go (the slogan "You're not you when you're hungry" reflects this perfectly).
How is the JBTD methodology used at Lenta? Darina shared a few examples. For instance, Lenta customers place online grocery orders with the option of picking them up from stores. What task are they solving in this case? To relieve themselves from the burden of shopping after work, spend minimal time, and spend more time with family. But the customer might have a barrier: how are the ordered products (dairy, frozen goods, fruits/vegetables) stored if the customer picks up the order in a few hours? Due to this existing barrier, the customer might refuse the service. The solution: add a message in the app that the order is carefully stored until 10 PM while maintaining the recommended temperature. This solution increased the level of trust and enhanced the value of the service, thereby reducing the number of incomplete orders by 4 percentage points.
The JTBD methodology has wide applications: in research, product development, marketing campaigns, improving user experience, and customer service.
Darina Starshinova, Director of Strategic Marketing at "Lenta"
"I have very positive impressions from the lecture, there were many questions and they were all diverse: about retail business, marketing concepts, and effectiveness. I had a strong feeling that the students look at tasks from different angles flexibly. I would gladly give another guest lecture, it is a pleasure to share knowledge with such engaged and talented young people!"
Darina also runs her Telegram channel (@dvigateltorgovly), where she shares information about trends, clients, marketing, strategy, and everything interesting. Join!