The future of supermarkets
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Nathan Watts, Design Director at FITCH presents on the future of supermarkets and how to create a customer journey that stands out from the crowd.
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The future of supermarkets
- 1. THE LANGUAGE OF NEW SUPER SUPERMAN IN THE AISLE 05 FEBRUARY 2015 POPAI RETAIL MARKETING CONFERENCE
- 2. SUPERMAN IN THE AISLE 05 FEBRUARY 2015 POPAI RETAIL MARKETING CONFERENCE WHAT ’SUPER’ USED TO MEAN MODEL & CONSUMER CHANGE CAPTURING THE ZEITGIEST EXPERIENCE SIGNATURES THE LANGUAGE OF NEW SUPER
- 4. Local & community Aspirational Availability Food culture Format expansion Own label SUPER SUPER 50’s 90’s
- 5. Local & community Aspirational Availability Food culture Format expansion Own label Category killers Convenience products Online delivery SUPER SUPER SUPER 50’s 90’s 00’s>
- 7. AND CHANGE
- 8. SOLD IN THE WORLD IS
- 9. NOT THE IT ONCE WAS
- 10. SUBSCRIPTION SERVICES - CHALLENGING THE BIG PLAYERS THE DOLLAR SHAVE CLUB - VIDEO
- 11. OUR SENSE OF HAS
- 13. CITIZEN M ON MY TERM
- 14. PROMOTION GAMES – 1% A SECOND MEAT PACK - VIDEO
- 15. THE NEW
- 16. THE NEW A PEEK INSIDE THE DISCOUNTERS
- 17. LIDL / ALDI DEMOCRATISED DESIGN FRIENDLY INFORMAL HYGENIC
- 18. LIDL / ALDI SMARTER PRODUCTS TO LOVE OWN LABEL VS.. TOP BRANDS CATEGORY HEROES
- 20. LIDL / ALDI PROVEN QUALITY REASSURANCE AWARDS TASTE TESTS BRAND ADVOCATES
- 21. QUALITY ENDORSEMENT JIMMY MASTERS MOTIVATIONAL BRAND CHEESE
- 22. LIDL / ALDI (+ ACCEPTABLE MODERN RETAIL STAND*
- 24. EXPECTATION
- 26. EXPERIENCE SIGNATURES .. TO BORN OUT OF BRAND’S DNA EXCEPTIONAL UNIQUE SINGULAR FALL IN LOVE WITH ..EXPERIEN CES
- 28. WHO DOES IT WELL?.. GROCERY EXPERIENCE SIGNATURES IN STORE
- 29. COSTCO NO PROMO NO FRILLS TREASURE HUNT
- 31. TRADER JOE’S SLOW DOWN HAVE FUN WITH PASSION
- 33. EXPERIENCE SIGNATURE? ..THE WAY YOU TALK A TAKE ON CONVENIENCE MOMENT ON A JOURNEY JOURNEY ITSELF OR SOMETHING ELSE? WHAT’S YOUR STORE LEVEL
- 34. BE SUPER THANKS POPAI RETAIL MARKETING CONFERENCE
Notas del editor
- Thankyou & Hello, I’m Nathan Watts.. Going to take a look at the current state of the grocery landscape in the UK, uncover some of the themes that have led to where we are, then explore some ways to deal with the threats, from the eyes of the consumer and by the power of design.
- It really got going in the 50’s, Supermarkets represented a modern aspiration. Became hubs of the community. Brought product brands together in one place..available.. Popularity saw unabated expansion.. into new formats, ever more exotic products and saw the rise of own label.. Modern food culture (celebrity chefs) and shifts in consumer behavior (time pressure) saw the rise of ready meals, convenience. Power of the supermarket corporations, saw them expand into new categories, then technology changed everything for good.
- It really got going in the 50’s, Supermarkets represented a modern aspiration. Became hubs of the community. Brought product brands together in one place..available.. Popularity saw unabated expansion.. into new formats, ever more exotic products and saw the rise of own label.. Modern food culture (celebrity chefs) and shifts in consumer behavior (time pressure) saw the rise of ready meals, convenience. Power of the supermarket corporations, saw them expand into new categories, then technology changed everything for good.
- It really got going in the 50’s, Supermarkets represented a modern aspiration. Became hubs of the community. Brought product brands together in one place..available.. Popularity saw unabated expansion.. into new formats, ever more exotic products and saw the rise of own label.. Modern food culture (celebrity chefs) and shifts in consumer behavior (time pressure) saw the rise of ready meals, convenience. Power of the supermarket corporations, saw them expand into new categories, then technology changed everything for good.
- Many high point that brought magic to consumers and been punctuated by low points.. Supermarkets need to be super, but they’ve lost something Trust has gone. No longer routed in the community. Experience is confusing and cold. Retail is now the fabric of society. What do supermarkets need to do to play a meaningful role again?
- Relationship between brands and consumers fundamentally shifted – there is a splintering of customer journey..
- Technology has been central in changing the way we buy goods and services. Everything sold is now in our pockets. This has changed the landscape forever.
- Being the biggest - which was an objective - lots of stores, economies of scale and purchasing Online has given rise to niche players. These challengers are breaking monopolies on access, espeacially to staple consumerables. Here’s an example..
- Dollar Shave Club spotted a genuine gap in the market, and created a unique experience to fill it – exactly like their retailing forebears. It just happened to be online. In 2014, the business was on target for $60 million in revenue (300% up on 2013), and has secured over $70 million in funding. Fun videos. Serious numbers.
- Looking at recent changes in consumers more specifically.. Our values have shifted. Some examples to illustrate..
- Why own it when you only use it on the weekends? Leasing & renting illustrate new models that facilitate an experience, removing the need for ownership. Why buy physical when the value is non-physical? Puritans wouldn’t agree with this point, but for the majority its much more convenient.
- Consumers no longer want to be know as ‘customers’. Perhaps we should be considered citizens? Citizen M hotel chain gives a genuine personalised experience from check-in to room controls to entertainment..
- Gen Z. Expect more engagement. Sense of Play/Gamification. A new model of promotion?
- BACK TO GROCERY. So we have entered what we call the new Value Era. Our values have changed, and at the same time, economics have made us more price sensitive than before. We’ve seen the discounters offer something compelling that has changed the market.
- Here’s a quick look at some ingredients that have made ALDI/LIDL the rising stars of SUPERmarkets and captured the zeitgeist, rather ironically also a german word.
- So called discounters acceptable to most – Democratisation of design. Hygenic..friendly, informal, not stuffy/trying too hard. Palette retailing..customers prepared to put up with a little untidiness if they are assured value & quality.
- Own label quality is matching competitors Simple ranging structure Also found ways to bring new customers in the door using category heroes.
- Assumes you cook Big shift into mid market territory..Fresh. Competing on provenance, made in store. Also, communication - passion for produce & meal inspiration
- Lastly, taste tests, award wins, offering reassurance. Jimmy Masters – Motivational ‘Brand Cheese. Humour – On the side of the consumer.
- Endorsement from a motivational speaker..
- Aldi & Lidl is NO FRILLS+ Easyjet with seat allocation. Quality in own brands
- So, what do customers value if not THE best price? Retailers must earn the right to charge higher prices. To look at the total value needs of each customer. And focus on key strengths – often uncovered in the traditions of the business.
- Is Omnichannel the silver bullet? Well, customer now expect a omni channel experience as standard and for those channels to be connected.. However, Omnichannel is simply the infrastructure – the plumbing. Its not something the customer tells their friends about.
- And a well connected Omni channel strategy can’t succeed without a great proposition. So, where should retailers be looking to create differentiation? Or how can retailers land a unique way to promote their goods & services?
- If your experience isn’t exceptional, it doesn’t matter how many pipes you feed it through, or how beautifully maintained they are An Experience Signature is the unique and singular feeling people have when they spend time shopping with a brand.
- But over time, the promotions became confused, unitary or complex fractional. From a customer perpective, They lost clarity and failed to communicate quality and value.
- Now I’m going to share some examples that demonstrate a singular, laser focused approach to deploying experience signatures at store level.
- Warehouse Discounter. Built around a clever assortment strategy. Racetrack..Treasure hunt..Unique products
- Ultimate convenience for time of day. SHOP FOR TODAY format with clearly defined zones for breakfast lunch & dinner missions. Insight – fewer with shopping lists. Changeable meal bundles with inspiration. Coupled with efficient checkout.
- A retailer with a genuine voice that speaks to its customers on their terms..and for them. Its an attitude that is fun, with humour. Despite best practice (people don’t read this stuff), they are not shy of elabration, which conveys a passion, and slows the journey from locating to discovering.
- This is a singular element, a unique promotions platform. Countdown corner.. Encourages impulse. Gamifies the experience. Is unique,
- It can be as small as the Starbucks name cups or as big as the way you connect your channels. Appetite for data capture should in theory create a golden age for personalised experience signatures.
- So, thanks for your time, and be super.