News and Views

Premium Supermarket Design Strategies Driving Growth, Loyalty and Performance.

Our global perspective is shaped by benchmarking insights from leading international projects, delivering practical lessons on scaling innovation and building competitive differentiation: Azbuka Vkusa, Moscow, Russia (Agency: In-house team). Carrefour Gourmet Market, Milan, Italy (Agency: Allways Design). Свеж & Fresh, Moscow, Russia (Agency: CampbellRigg)

The image shows the interior and signage for a Russian premium supermarket chain called Azbuka Vkusa.

Above Azbuka Vkusa (translates in Russian as the ABC of Taste) - Below Carrefour Market:
Both brands operate at the intersection of premium grocery, convenience, and lifestyle, serving affluent residents, professionals, and international consumers who demand quality, speed, trust, and inspiration. Their success is rooted in positioning supermarkets not simply as retail destinations, but as daily lifestyle partners.

A Carrefour Market "Gourmet" store, a supermarket concept launched by the retailer in several countries, location Milan Italy.

Premium Supermarket Design Strategies That Drive Growth, Loyalty & Performance.

In an increasingly competitive retail landscape, premium supermarkets must do more than stock quality products, they must create brand-driven, experience-led environments that inspire shoppers and deliver measurable commercial impact. CampbellRigg helps food retailers and grocery brands transform their store formats into powerful growth engines that boost sales performance, customer loyalty, and lifetime value.

Azbuka Vkusa supermarket the signage is in Russian and translates to Fruits and vegetables department interior design.

Why Next-Gen Supermarket Design Matters: Affluent urban shoppers expect relevance, discovery, and emotional connection, not just low prices.

Successful premium supermarket formats elevate every part of the customer journey by:
1. Increasing sales per square metre through fresh food dominance
2. Extending dwell time with intuitive zones and compelling experiences
3. Deepening customer loyalty with personalised CRM and curated assortments
4. Enhancing brand equity through cohesive visual identity and storytelling

Azbuka Vkusa supermarket the signage is in Russian and translates to "Fruits and vegetables.

Azbuka Vkusa supermarket aisle with a large selection of pre-packaged meals and fresh produce in refrigerated display cases

Strategic Principles for Premium Supermarket Success.

1. Experience-Led Environments: A premium store should feel calm, intuitive, and purposeful. Fresh food becomes the emotional and commercial anchor, guiding shoppers through bakery, produce, deli, and ready-to-eat zones, each curated for maximum impact.

2. Brand Identity That Connects: Retail environments must tell a consistent, compelling story. From materials and signage to lighting and visual cues, every design element should reinforce your brand values, whether quality, authenticity, sustainability, or cultural relevance.

3. Data-Informed Planning for Performance: High-performing supermarkets use insights and KPIs to shape layout, category zoning, and assortment decisions. This ensures operational efficiency while increasing revenue from fresh food, private labels, and impulse purchases.

"Azbuka Vkusa" supermarket, a Russian retail chain known for high-quality food. The text on the signs indicates that the store offers ripe berries and other fruits and vegetables year-round.

The Problem:
Affluent consumers demand superior food quality, convenience, and engaging experiences, yet legacy store formats struggle to deliver with dated store designs and digital branding solutions. The challenges include weak zoning, inconsistent KPI's, merchandising, disconnected customer journeys, and difficulties integrating brand identity, digital engagement, and fresh food performance at scale. Retailers need next-generation strategies that simplify complexity, enhance relevance, and drive measurable commercial results in high-end urban markets.

Azbuka Vkusa supermarket the cafe area is identifiable by the large "кафе" sign above the counter. There are also "шоколад" signs, indicating a chocolate or dessert section. department interior design.

Modern Shopper Expectations: Phygital & Personalised. Customers no longer separate digital from physical. They expect:
1. Speed and convenience
2. Relevant, personalised offers
3. Seamless loyalty experiences
4. Digital-enhanced wayfinding and engagement

Azbuka Vkusa supermarket sign above the display reads "пекарня", which is Russian for "bakery"

KPI Impact: Higher sales per square metre driven by fresh food and ready-to-eat penetration. Increased dwell time through experience-led fresh zones. Strong private-label margin contribution. High repeat visitation and loyalty in core urban catchments. Resilient brand equity in a competitive premium landscape.

Azbuka Vkusa demonstrates how premium supermarket retail can deliver both emotional connection and commercial performance at scale.

How CampbellRigg Helps Supermarkets Win.
We partner with supermarkets and food retailers to design formats that deliver real business results:
1. Brand-driven retail environments
2. Data-led store planning & category zoning
3. Fresh food strategy and experiential merchandising
4. CRM and digital engagement integration
5. Scalable design systems across portfolios

Carrefour Market "Gourmet" store, a supermarket concept launched by the retailer in several countries, location Milan Italy

Carrefour Gourmet Market succeeds by embedding itself in Milanese culture. Local sourcing, regional specialities, and seasonal storytelling reflect the rhythms of the city. The experience feels distinctly Italian yet globally relevant, combining artisanal heritage with contemporary convenience. Service counters, tastings, and live preparation reinforce authenticity and emotional connection.

The image displays the interior of a Carrefour Market “Gourmet” store in Italy, specifically the bakery and cheese sections. The text on the signs indicates: PANETTERIA (Bakery) "Pane caldo e fragrante, per te, fino al tramonto" (Hot and fragrant bread, for you, until sunset) FORMAGGI (Cheese)

Why It Fits: This format works in Milan because it aligns with consumer expectations of quality, design, and gastronomy while maintaining Carrefour’s operational scale. It delivers premium positioning without sacrificing accessibility, allowing Carrefour to compete with specialist food retailers and upscale independents.

A Carrefour Gourmet market store. The store concept focuses on fresh products and a modern market style. It features extensive fresh food counters, including a large butchery section with various meat cuts displayed.

KPI Impact: Increased sales per square metre through fresh and ready-to-eat dominance. Higher dwell time and basket size driven by experience-led zones. Strong private-label margin contribution. Improved customer lifetime value and loyalty engagement. Enhanced brand equity and premium market share in urban locations.

A Carrefour Gourmet market store wine section department interior design.

Concept: This specific format is designed for food lovers, creating an enhanced shopping "experience" with a focus on premium products and varied displays, departing from traditional supermarket layouts.

Product Assortment: The wine selection is extensive, featuring hundreds of red, white, and rosé wines, as well as champagnes and sparkling wines from top wine regions around the world.

Below: CampbellRigg’s Свеж & Fresh supermarket branding illustrates how premium grocery retail can simultaneously build powerful emotional connection and deliver measurable commercial performance at scale. Свеж & Fresh (Svezh & Fresh), translates in Russian as Fresh & Fresh.

Conceived as Moscow’s premier urban food destination, the brand brings together exceptional fresh produce, globally inspired curated assortments, and service that sets a new standard. Its strategy weaves together immersive, experience-led store design, a compelling portfolio of premium private-label products, and deep cultural resonance with local consumers, driving loyalty, boosting spend per visit, and securing sustainable commercial success over the long term.

Свеж & Fresh (Svezh & Fresh) Customer in Fruit and vegetables department - Fresh oranges

Fresh&Fresh bakery branding and shelf edge barkers

Amid economic uncertainty in 2026–2027, premium supermarket growth will favour retailers who combine brand authority with disciplined execution and localized relevance. Retailers will focus on agile multi-format portfolios, balancing urban convenience stores, flagship city-centre locations, and curated suburban outlets. Predictive demand planning, integrated logistics, and clear performance KPIs will ensure capital-efficient growth. Premium brands that combine operational agility with disciplined expansion and strong brand storytelling will outperform competitors in fluctuating European economic conditions.

Key trend: Portfolio agility and capital discipline as resilience levers.

Our Four-Step Process:
1. Book a consultation call for free
2. Co-create a bespoke brief
3. We execute the creative work fast
4. You see sales, brand loyalty and market share uplift

Get your free quote and discover how better design drives better results.

Premium Supermarket Design Strategies, Boost Retail Growth & Loyalty.

Cost-Effective Excellence:
Our pricing structure is highly competitive, offering exceptional value without compromising on quality or creativity.

Rapid Execution:
We move fast. From concept to implementation, our agile team ensures your project is delivered on time and to the highest standards.

Multidisciplinary Expertise:
Our team brings together seasoned brand strategists, architects, interior designers, and graphic designers, collaborating to create seamless, end-to-end brand environments.

Global Reach, Local Insight:
With successful projects delivered across Europe, the Middle East, and Asia, we combine international experience with local market understanding.

Scalable Project Delivery:
Whether it's a flagship city supermarket or an urban convenience store, we manage and execute projects of all sizes, efficiently and effectively.

Proven Track Record:
Our designs evolve branch networks from purely transactional spaces into experiential, relationship-focused brand environments, enhancing engagement, elevating customer experience, and driving tangible business results.

Full-Service Creative Agency:
From rebranding and marketing campaigns to spatial design and rollout, we provide an integrated service tailored to your goals.