As part of a remit for the development of a new corporate identity, hypermarket, and convenience store formats for the Tesco Group, we were asked to create a new store design for the brand expression of the supermarket format. As with the hypermarket format, the ‘look and feel’ of the in-store experience was now in question and Tesco management wanted, a more customer-focused experience which involved creating a new supermarket store concept in Welshpool, Wales in the United Kingdom.
Putting the customer at the heart of grocery retail branding and marketing services.
For the Supermarket format at Welshpool, our planning principles were to create:- A warm and welcoming first impression. An intuitive easy to shop customer journey. Destination ‘hero’ areas in dead corners of the store where the Bakery, the Wine Shop and Snack-shop were located. Emphasise the fresh experience to reinforce credibility in the category. Engage customers in sustainability and recycling and produce a softer and more natural palette of the exterior and interior materials and finishes for construction within the design of the building.
Tesco engaged a market research consultancy to measure customer reaction to the completed stores. The overall objective was for independent research to understand the initial impressions and impacts made by the new look and feel at both stores.
Customer feedback was indeed positive about the new design, aligning with the brand expressions. Principally the research was positive at Tesco Welshpool. In relation to the amount of emotional engagement – customers felt it was a “softer” more welcoming feel in store and on the whole, they were positive towards the visual aspects of architecture. “Better than expectation”– the design seeming warm to staff and customers alike.
Our use of colour therapy to add warmth and interest …resulted in most customers appreciating the injection of colour, seeing this as more welcoming and modern. They felt colour had a prominent role in making the produce area distinctive.