Design for ExtraEasy Supermarket Chain

1. Store design for Supermarket
Format: Express
Ver: 1.2
Date : 01-12-2012

2. Objective
To design an express format modern trade outlet

3. Area (Retail)
 Ground Floor: 721
 Basement : 773
 Store/Bakoffice: 90
Total Retail Area :1494 sq ft

4. Broad Categories
Food Non food
 Staples  Personal Care
 Edible Oils  Oral Care
 Spices
 Household cleaners
 Ready to Eat
 Fabric Care
 Ready to cook
 Breads and Bakery  Pesticides and shoecare
 Beverages  Stataionary
 Frozen  Toys
 Ready to Eat Meals  Gifts
 Confectionary  Undergarments
 Snacks
 Others
 Misc Food

5. Slightly CRAMPED

6. BUTT AND BRUSH
STYLE OF INDIAN SHOPPING

7. Case Analysis

8. Situation Analysis
 Mohali has 3-4 supermarkets chain stores
 Shoppers go to Chandigarh or buy stuff from Mom and Pop
stores which also are very good compared to rest of India
 Shoppers have exposure to modern trade but not really used
to it
 General prosperity and riches in the region

9. Vicinity Stores Analysis
 Stores visited had little category planning and limited or no
navigation
 Store Directories not prominent
 Brand Building Identities absent

10. But stores had warmth around
them

11. Store Design

12. Brand Promise
 Give Extra value to the customer through discounts and
competitive pricing
 Good in-store ambience for easy comfortable shopping

13. Brand Personality
 Polished, suave but simple…not very loud
 Stylish
 Rich
 Earthy
 Weight in character

14. Store Feel
 Warm and Cozy
 British/Irish style of color schemes
 Food Colors and Earthen colors

15. Brand Name

17. With supermarket suffixed
The name conveys brand promise of
1.Extra Value
2. Easy shopping in comfortable environment
3. Express Supermarket conveys promptness

18. For Good Experience we have given
 Done away with the general whiteness of supermarket
shelves
 Used Category Graphics
 Category Breakers
 Lit shelves for cosmetics

19. Other Sensory measures
 Vanilla Fragrance in the store
 Mix of white and yellow lights
 Music in both floors with PA system to announce offers

20. Front View
Design

22. Front View - Night
Design

24. Front View…Zoomed in
Design

26. Top View Ground Floor
Design

28. Ground Floor
Design

38. Basement Top view
Design

41. Basement Floor shot
Design