Empathy Maps

Retailer (Purchasing Manager)

Vendor (Owner)

Carefully curated, rare artisanal food products beautifully displayed

Cooking demonstrations every day always smell inviting

I have limited retail space

I am as creative as I am business-minded

I want best price for highest quality

It is difficult to find new and rare products for “Foodies”

I have a huge responsibility to select and purchase the right supplies/products for my firm

We only carry the best of rare artisanal products

I feel euphoric when I secure a successful product

Food in the store is displayed like fine art

Black & white tile floor, bronze ceiling fans, stainless steel shelving all provides luxury canvas for the food

Discerning “Foodie” customers explore

Give our customers a wonderful, shared experience; and (2) exceed revenue and margin targets

I am a retail purchasing manager; 36 years old and female.

I spend most of my time traveling to try and test new products for the shop

I am a “Foodie” and am just as demanding of quality

I also spend time educating our floor staff on each product so they can tell customers a “product story” that includes history, uses, etc. which makes the product more of a shared EXPERIENCE to be treasured

I enjoy going to food shows and festivals around the world to find the next great food

I spend some of my time meeting with suppliers in my office suite

Balance all the challenges and track the contribution of new products/displays/promotions.

Finance wants products that are under budget and exceed average margins

Amazing stories from suppliers

Sales/Floor staff want products with a “story”

Owners want to offer brands that support the brand AND return a profit

Praise from happy customers

I think about my product every minute of every day

Consumers want to understand the value they are receiving for the price

About new local food brands

I spend most of my time at work. Constantly with my product, learning about it and trying new recipes

My products on the shelves of worthy retailers

Inside of stores and specialty shops

I hope that my audience enjoys and believes in my vision.

Retailers want to know why my product is a good fit for them

I am constantly traveling to tell people, shops and stores about the brand

I love the product that I make; it is my passion

Foodies discussing my product

Shops looking to carry my product

I have the huge responsibility of ensuring my product is top quality.

I worry about finding the right retailers to sell my products

I only use the highest quality ingredients

Family/worker suggestions, problems and solutions

I feel successful when I find a new retailer

Critics from unsatisfied customers

I am the owner/manager of a local artisan brand

I am a “Foodie” and am just as demanding of quality

I enjoy going to food shows and festivals around the Triangle to learn about local food

Smell my product every day. Come home smelling like it, too!

My factory every day, even on the weekends

Countless emails

New recipes

Trade Shows/Food Shows

(1)Able to see my passion come to life and be enjoyed and (2) Sell my product and properly adjust it to desires

Keep track of production, e-mails, factory issues, deliveries and balance my business with my family