PART 1
1. Intrinsic and extrinsic motivators for Checkers Sixty60’s success
According to the case study, intrinsic motivators include “the convenience of same-day
delivery, the time-saving aspect of avoiding in-store shopping, and the feeling of control over
one’s schedule” (Red & Yellow, 2023, p. 41). Extrinsic motivators include “promotional
offers, discounted delivery fees during launch, and loyalty rewards through the Xtra Savings
programme” (Red & Yellow, 2023, p. 41). These motivators combined appealed to both
customers’ internal satisfaction and external incentives, boosting adoption rates.
2. Important data for continued success and how it would be collected
The text notes that “customer purchase patterns, delivery time satisfaction, product
availability, and app usability metrics” are crucial data points (Red & Yellow, 2023, p. 42).
Data can be collected through “app analytics, customer feedback surveys, Net Promoter
Scores, and in-app behavioural tracking” (Red & Yellow, 2023, p. 42). This enables ongoing
refinement of operations and service quality.
3. Branding perspective and global trend awareness
From a branding view, the launch “reinforced Checkers’ positioning as an innovative,
premium food retailer that anticipates and meets customer needs” (Red & Yellow, 2023, p.
42). On global trends, the company “capitalised on the worldwide growth in on-demand
delivery services and mobile-first retail experiences” (Red & Yellow, 2023, p. 42). This
shows the importance of aligning brand actions with both local market needs and
international consumer behaviour shifts.
PART 2
1. Behavioural economics definition
Behavioural economics is “the study of psychological, social, cognitive, and emotional
factors on the economic decisions of individuals and institutions” (Red & Yellow, 2023, p.
36). It highlights how real-world decisions often deviate from purely rational models.
2. Traps to avoid when developing a consumer persona
The textbook warns against “basing personas on assumptions rather than research,
overgeneralising, ignoring data that contradicts your hypothesis, and creating too many
personas to be actionable” (Red & Yellow, 2023, p. 38).
3. Relationship between a consumer experience map and a UX experience map
It explains that “a consumer experience map outlines, (Red & Yellow, 2023, p. 40). The
consumer experience map is broader, covering brand touchpoints, whereas UX mapping
zooms in on interface usability and satisfaction.
Consumer Experience Map
every stage of the customer’s interaction with a brand
from the very first moment they become aware of it
throughout every interaction
all the way to post-purchase
UX experience map
focuses specifically on interactions with a product or digital interface”
Does my delivery driver judge my cart when it's just
chocolate, wine, and tissues?
Benefits of UX
User Experience - Identify pain points (frustrations in the journey)
Spot opportunities
Reference list (CPUT Harvard style)
Red & Yellow, 2023. eMarketing: The essential guide to marketing in a digital world. 7th ed.
Cape Town: Red & Yellow Creative School of Business.