Are you also sick of pushing the shopping cart around in confusion in your supermarket? We created a revolutionary new shopping concept that breaks with conventional thinking in food stores. The concept means that, in the future, Kvickly’s customers will experience a more aesthetic, orderly shop with inspiration for all senses.
A concept for the loyal customer
Kvickly has an ambition to have more loyal customers. The customers they have must shop at Kvickly more frequently and put more things into their shopping carts. This means that Kvickly must have a value proposition that customers will not find anywhere else. Therefore, the chain must differentiate themselves in areas that are valuable to Kvickly’s particular customer segment. That is why we developed a concept based on the experiences, habits and desires of the Kvickly customer.
Customers make decisions with the heart
What really matters in terms of the goods that end up in the grocery bag? Some would argue that the grocery bag is the result of logical decision-making. However, this is rarely the case. Recent research shows that more than 70 percent of our decisions are made on the basis of feelings which we subsequently rationalise. Our study of Kvickly’s customer segment is based on this research. Therefore, we want to find out what external factors influence customers. Kailow’s anthropologists and experience architect studied CoopPlus members to find out what feelings and thoughts customers have between the cold counters. This way, we have prepared a study that maps out how CoopPlus members are actually affected by sensory, physical, symbolic, social and human factors in the purchasing situation.
An inspiring visit to Kvickly
Based on the results, we have created a new shopping universe. In the new shopping universe, we intend to keep the customer in the store, because it is inspiring, easy and logical to navigate. So, no more getting lost between processed foods and fruits and vegetables. The new stores are divided into four zones, all of which must contain a square-like marketplace. This is intended to inspire and awaken the senses with tastings and aesthetic exhibitions. So, in the future, a walk around Kvickly will be a sensuous little journey with a clear distinction between everyday items and weekends. Based on documented knowledge, we created a three-step strategy which makes it easier for the company to implement the concept. The first is an ideal layout with mental and spatial principles for the development of new zones. In addition, a road map with directions for where and how the Kvickly store must peak and create experiences. And last, but not least, a sensory roadmap of where and how the atmosphere and ambience should be staged.