Shopperazzi Spotted: best-in-class grocery experiences (issue 1)


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From the paparazzi of the retail world, Shopparazzi, working 24/7 to catch every move brands are making to create meaningful shopper experiences worldwide.

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Shopperazzi Spotted: best-in-class grocery experiences (issue 1)

  1. 1. Best-In-Class Practices:Europe Grocery, hypermarket, and Discount 1  
  2. 2. Tesco, UKCreate flexible promotions that allow shoppers to make the most of their purchase. Tesco will trial the concept “Buy one, get one free later” across purchases of pineapples, melons, salads and lettuces. Customers can claim their free product on the same day or pick one up the following week. Following customer feedback, the supermarket will decide how to use the offer in the future. Lucy Neville-Rolfe, executive director at Tesco, said: "Customers really like our Buy One Get One Free deals but feedback shows smaller households sometimes cant use the free product before its use by date. "As well as giving our customers a flexible new offer, were helping them to cut food waste." The promotional launch follows rival Sainsburys launching its first Buy Now Free Next Time promotion on Pampers Baby-Dry Nappies Carry Pack and Sainsburys white crusty baguettes in November. 2  
  3. 3. Auchan, ItalyMake her trip convenient by thinking about the people who are shopping with her. Auchan Val d’Europe makes shopping convenient for families in a prominent, easily accessible Baby World section that combines a wide variety of products — from baby formula to Fisher-Price toys — that are typically offered in separate departments. Aside from creating a more shoppable store format, Italy’s Auchan has successfully applied its Rik & Rok children’s concept throughout Europe. Parents can drop off kids in special pay areas. The retailer sells a healthier, private-label children’s brand as well as Rik & Rol comic books and magazines— all supported by a Rik & Rok website. 3  
  4. 4. Edeka, GermanyProvide solutions for shopper barriers that many overlook. Germany’s largest chain of supermarkets, Edeka, is banking on service and innovation to keep its customers. Recently it has opened new store concepts showcasing shopping as a pleasant experience - supermarkets that customers look forward to visiting. It now features easy-to-maneuver shopping carts, magnifying glasses attached to fixtures, lower shelving units, a rest area with newspapers and a blood pressure monitor, as well as a range heavily focused on the needs of the ‘golden generation’. The back of store post office concession is a key footfall driver. Shop assistants were hand picked for their friendly attitudes and patience, and given further training to hone their customer service skills., Families like using it because the wider aisles enable prams to get round the store more easily. Additionally, The store focuses heavily on its fresh ranges with produce appealingly merchandised, a broad organic section and a large wine assortment including a tasting table and a computer with barcode scanner providing information and food pairings on each wine line. 4  
  5. 5. Coop, Casino, ASDA, Tesco, Coles, MigrosPrivate label uses packaging and innovation to improve quality perceptions. •  Hypermarkets are addressing the main concern shoppers have with private label: Perception of quality. Retailers are using recent falls in commodity prices to start a price war on basic food items and are also putting a lot of effort into long term projects that address private label innovation •  Norma, for example, is heavily focused on improving this image – displaying large signs above each category and showcasing certain products that won food tasting awards. •  Lidl is focusing on its own brands by highlighting its own-label logos on price tickets. In one Lidl store, there was a wall mural at the checkouts depicting the logos of its own brands. •  Aldi has introduced more organic lines as well as sustainable lines in a bid to appear more premium. 5  
  6. 6. REWE, GermanyRetailer private label goes green. Click for latest TV commercial. Germany’s REWE has launched supermarkets billed as 100% organic. Rewe Market introduced their newest private label brand, “Feine Welt.” It’s purpose is to offer delicious— organic—food from around the world for an affordable, low price, elevate other REWE private label brands, and improve the overall perception of the shopping experience. .According to PLMA (Private Label Manufacturers Association), the launch is part of REWE’s strategy to increase the current private label penetration of 20% for its full-range grocery stores in Germany up to 30% “very rapidly”. 6  
  7. 7. E. Leclerc, FranceGrocery store breaks into market with clicks, not bricks. At French hypermarket chain E.Leclerc, customers can order online and have their purchases loaded into their car two hours later at no extra charge. With a selection of nearly 3,000 available products, customers could place their orders online — or via touch terminals in the local Leclerc store or parking lot — and then go to a curbside pickup area to have them loaded into their trunk. The prices of all products ordered via Express Drive are the same as those in-store; customers simply arrive at their local store two hours after they place and pay for their order online, and the items will be loaded into their trunk free of charge. A standard shopping list can even be saved online to speed ordering on subsequent visits. Products available through the service include groceries, fresh produce, and frozen goods — for curbside loading at more than 20 Leclerc stores. 7  
  8. 8. Hofer, AustriaGrocery discount goes beyond lowest price and works to reduce carbon foot-print. Click for image for website. Aldi’s Austrian discount subsidiary Hofer has made its TV debut, promoting its private brand ‘Zurück zum Ursprung’ (’Back to the Origin’). The range features traceable, sustainable foods from Austrian organic farmers and all products are marked with their carbon footprint. Furthermore, the corresponding website lives up to the importance of origin as well: users can trace back “Zurück zum Ursprung” products to their origin by using the product code and compare carbon footprint results with the average data of conventional products. 8  
  9. 9. what is most important to your shopper and act on it. Because Europeans increasingly are health conscious and concerned about health responsibilities., the independent grocery comparison site, and NHS Choices (the information service of the National Health Service in UK) have worked together to develop a tool that makes it easier for shoppers to check the nutritional content of their weekly purchases. Shoppers can use the tool to cut the saturated fat, salt and sugar in their weekly purchase. Furthermore, the health checker keeps track of shoppers purchases and suggests healthy swaps based on their favorite items. 9  
  10. 10. Thank You. 10