Sainsbury’s Bakery
How could Sainsbury’s celebrate the cultural diversity in London by providing customers a broader range of baked products with matching groceries? Background
Vimeo Video:
After the successful completion of two projects with the RCA, Sainsbury’s decides to develop on the bakery category because Sainsbury already have set aside budget for a transformation of their stores for this category, and because the category is sufficiently profitable to enable experimentation in customer experience and the potential introduction of innovations requiring significant additional investment. The project would involve the design of a new retail concept and related format that integrates grocery shopping, in-store baking, and the café experience and its prototyping and test in Sainsbury’s Park Royal retail laboratory in West London. Successful execution will lead to a pilot and roll-out in up to 300 stores across the UK.
https://vimeo.com/69232017 Collaboration
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Sainsbury’s Bakery
Discovery
Detailed Briefing
Unique London Demographics
Summary
In the beginning of this project, we got a detailed briefing from Kevin Barrett, Sainsbury’s Director of Space and Formats. During the meeting, he mentioned about the ethnic demographic customer profile. “ We do consider emerging ethnic trends in this country, and how we could deliver a better ethnic proposition.” This quote became our starting point.
According to London’s Poverty Report, it indicates: “Around half of people in Inner London are from an ethnic group other than White British. In Outer London around 40% are not White British.” Also, we interviewed some customer, which are from Asia, Europe and Middle-Eastern Countries, and invite them to taste kinds of baked products from different ethnic backgrounds and share their feedbacks with us.
We would like to focus on developing ethnic baked products in response to Sainsbury’s customer ethnic profile and the emerging ethic food trend. Also, London is a metropolitan city, which has 12,000 restaurants from around the world. The unique London demographics shape the atmosphere of this city more open-minded and multicultural. There are so many ethnic food lovers in the city and how could we respond to their potential need without compromising Sainsbury’s capability and brand value?
Definition
“Is there any possibility for Sainsbury’s to address London’s demographic issue? ” 2
Development
Delivery
Sainsbury’s Bakery
Discovery
Store Visits
Facilities and Equipment
We went to visit different kinds of Sainsbury’s stores, including of one superstore in Northampton, one superstore on Cromwell Road, one Sainsbury’s Market near Victoria Station, and other local and convenience stores around central London. The store visits helped us to understand the capability of Sainsbury’s in-store bakery and opinions from frontline staffs.
Baking is a magic of mixing flour, yeast, salt and water, and then it could produce a remarkable variety of baked products. At this phase, we’d like to figure out if Sainsbury’s baking facilities and supply chain would be able to produce different ethnic baked products. Therefore, we conducted in-depth interviews with bakers and staffs in two Sainsbury’s in-store bakeries.
Also, we went to other supermarkets such as Waitrose, M&S, Tesco and ASDA. We analysed the current market, and we decided to keep Sainsbury’s brand value “Live Well for less”, keeping the established price promise with existing customers, but provide a broader variety of baked products to attract new customers.
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Definition
Development
Take the Sainsbury’s superstore in Northampton for instance, the kitchen prepares and bakes “baked-off” and “scratch” products daily. Also, all the bakers are trained in the Sainsbury’s Bakery College opened in 2010. This Bakery College is quite successful and then there are 6 more Food Colleges opened in 2011 after that. Sainsbury’s definitely has the knowledge and capability to produce various baked products on their own, so that would be the reason why Sainsbury’s are not keen to cooperate with any local bakery so far.
Delivery
Sainsbury’s Bakery
Discovery
Interviews with Colleagues We met Sainsbury’s colleagues from different departments in headquarter, and the frontline staffs in stores as well. One important insight is that many frontline staff s could speak different languages and some of them are not native English speaker. This situation is more apparent in London than other suburb around the UK. Therefore, if we focus on designing a new customer experience based in London, we could think about how could we create the atmosphere of theatre around Diwali, the festival celebrated annually by Indian population, as an example.
Summary Another important insight from the interview is how Sainsbury’s testes new products. We met about 5 staffs in Sainsbury’s superstore in Northampton, and we found there were in-store baked Scottish crumpets, Scotch pancakes and sultana pancakes selling in trial. These are new products original from Scotland. They are sold in Scotland and then Sainsbury’s put these products in the 12-week trial in only 30 stores around the UK. The products were very popular and sold out in the early morning, but there was no campaign to promote these new products in trial.
To summarize insights and findings from both discovery and definition phases, we’ve known that Sainsbury’s has the willing to develop a variety of ethnic baked products for customers, and Sainsbury’s has the capability to product these products on their own with the existing equipment, ingredient and bakers. Hence, the next step is to explain our concept with heads from Sainsbury’s and discuss about the hoe could we implement this idea.
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Definition
Development
Delivery
Sainsbury’s Bakery
Discovery
Co-Creation Workshop We had a co-creation workshop with heads from different departments in Sainsbury’s Headquarters in Holborn. This session exactly helped us to develop our concept more detailed and elaborated. After that, we went to delivery phase. Attendees of the co-creation workshop are: Ria Konkon(Head of Bakery); Damian Culkin(Brand Design Manager); Luisa Biondino (Design Delivery manager); Paul O’Hara (Head of Design & Formats); Susi Richards (Head of Product Development); Kevin Barrett (Director of Space and Formats); Stuart Lendrum (Head of Ethical Sourcing); Alex Cole (Director of Communications) and Tori Lansley (Assistant to Kevin Barrett).
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Definition
Development
Delivery
Sainsbury’s Bakery
Discovery
Definition
Development
Delivery
Key Insights
1. Products from around the world exist within Sainsbury’s, but there is no cohesive story to tie them together 2. Sainsbury’s has the capabilities and the ingredients to bake breads from around the world in-store
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3. Many customers seek other local bakeries/stores for international products
Sainsbury’s Bakery
Discovery
Customer Segmentation We build two personas according to our research and customer segmentation. We have an animation to illustrate their customer journey in-store and we will shoe the screenshots later.
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Definition
Development
Delivery
Sainsbury’s Bakery
Discovery
Sainsbury’s International is a monthly campaign that celebrates different cultural festivals with baked products all around the world. Value Propositions
Design Team
Sainsbury’s International provides customers a broader range of baked products with matching groceries depends on monthly cultural celebrations. This campaign “Sainsbury’s International” includes promotional video, a moving sampling station, in-store baked ethnic breads and meals with new packaging design, colour-coding stickers on matching groceries, signage around shelves, booklets and reusable bags for branding purpose. Sainsbury’s International aims to provide customers a broader range of baked products with reasonable price and convenient shopping experience.
Irene, Yen-Hsuan Shih - Service Design Maryam Al-Semaitt - Service Design Matt, Myoung-hwan Han - Service Design Ja-yoon Yoon - Interior Design
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Definition
Development
Delivery
Sainsbury’s Bakery
Discovery
Sainsbury’s International “Explore Food with Sainsbury’s” Sainsbury’s International is a monthly campaign that celebrates different cultural festivals with baked products all around the world. In July, we celebrate Ramadan Holy Month with Middle-Eastern bread. Khobez. Follow the colour sticker, and explore the food with Sainsbury’s!
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Definition
Development
Delivery
Sainsbury’s Bakery
Discovery
Visual Identity We develop 12 coloured Sainsbury’s International logos that represent different cultures all over the world throughout 12 months a year. Each monthly event has a distinctive colour and a sticker following its cultural pattern. For example, we design the Middle-Eastern sticker based on Islamic pattern. Also, we developed one sticker for Diwali, the most important annual festival from Indian culture, and another one for Scotland.
For monthly events, it could be: February for Chinese (Lunar New Year), March for Irish (St Patrick’s Day), August for Caribbean (Notting Hill Gate Carnival), November for Indian (Diwali), and then eventually we bo back with December for British (Christmas).
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Definition
Development
Delivery
Sainsbury’s Bakery
Discovery
Service Blueprint This is the service blueprint to elaborate the detailed designs in Sainsbury’s International campaign. It begins from on in-store experience, and then we utalise in-store touch points to connect customers to online experience. The all design language follows the colour-coding system so it’s a consistent service journey.
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Definition
Development
Delivery
Sainsbury’s Bakery
Discovery
Online Experience The concept is based on the invention from existing Sainsbury’s Live Well for Less website. We follow Sainsbury’s visual identity, for example, circles and photographs, and provide new information on this platform. On the front page, users could see the introduction of this campaign, and the monthly highlight: Middle-Eastern Bread, Khobez, and Houmous Sandwich. And then, on the recipe page, you could find out mix & match groceries to make the sandwich on your own.
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Definition
Development
Delivery
Sainsbury’s Bakery
Discovery
Recipe for Houmous Sandwich: Ingredients Khobez bread Houmous with a drizzle of olive oil Wild rocket Greek olives and feta cheese Tomato (cut into small pieces) Steps 1. Heat the bread 2. Spread houmous on the bread 3. Add the rocket, tomatoes, olives and feta 4. Drizzle some olive oil 5. Wrap and enjoy
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Definition
Development
Delivery
Sainsbury’s Bakery
Discovery
In-store Experience Promotional Video “Sainsbury’s Bakes Your Day” Here is the beginning of in-store experience. We have a promotional screen facing to the street, displaying the process of making ethnic bread in-store. We’d like to highlight the freshly baked in-store products, so the videos show how Sainsbury’s International bakes breads and prepares sandwiches through out a day. The videos aim to attract pedestrians with a clear slogan “Sainsbury’s Bakes Your Day.”
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Definition
Development
Delivery
Sainsbury’s Bakery
Discovery
Moving Sampling Station The location of sampling station moves depends on peak hours throughout a day. In the morning, it stays near the entrance in order to attract busy pedestrians on the way to work. This sampling station also provides them a convenient choice of breakfast with freshly baked products and reasonable price. During the lunchtime, the sampling station moves to the food counter, where Sainsbury’s colleagues prepare sandwiches. Hence, customers such as housewives or food lovers could see the booklets and posters in this area.
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Definition
Development
Delivery
Sainsbury’s Bakery
Discovery
Moving Sampling Station The inspiration for this moving sampling station comes from street venders in Asia. We hope to create the atmosphere of festivals by a cost-efficient way. Therefore, a modular, foldable, easy-to-assemble sampling station comes to our mind. It could be detached to the food counter easily and Sainsbury’s colleagues could move it depend on customers’ need and different formats of stores. The customers could recognise the sampling station by the colour-coding signage. Also, on the table of sampling station are the arrows which indicates the shelves of groceries for making a houmous sandwich.
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Definition
Development
Delivery
Sainsbury’s Bakery
Discovery
Colour-Coding System The colour-coding system provides customers a cohesive shopping experience. First, it informs pedestrians the campaign “Sainsbury’s International” by the promotional video and sampling station. Second, customers could find out the colour stickers on the package of ethnic breads and sandwiches, and then follow the colour stickers, they could find promotional items in-store and make the meal on their own.
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Definition
Development
Delivery
Sainsbury’s Bakery
Discovery
Package Design The package design also follows Sainsbury’s current design discipline but we add new inventions based on our research. To begin with, the package of sandwich shows the groceries that customers could buy in stores. Also, we apply traffic lighting food label with the understanding of the new food label regulation in the UK.
Eventually, we add a QR code linked to Sainsbury’s live Well for Less website to encourage customers to find out more information. Secondly, the package of in-store baked bread follows the current packaging made of plastic and simple paper labels. We use our distinctive colour for the package design so customers could easily recognize these products are from the monthly campaign “Sainsbury’s International.”
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Definition
Development
Delivery
Sainsbury’s Bakery
Discovery
Booklet Design
Khobez
Ramadan (Muslim Holy Month)
We come up with a booklet named “Bread Profile” in order to highlight the stories of the ethnic bread and the monthly cultural event. For instance, when we celebrate Holy month in July, the booklet is for introducing Khobez and Ramadan (Muslim Holy Month).
Hello, I am Khobez the famous Arabic bread. I am just like my bread family, mainly made of wheat, water and yeast. For a sandwich, I’m healthier than my toast brother, because you only need to have one slice of me rather than two slices of toast. I am best served with some of my favorite friends in the chart.
Ramadan is the ninth lunar month of the Islamic calendar and it is the holy month of Islam. During this month all Muslims fast during the day and break their fast upon sunset. This is one of the only times where all the family gathers over one meal because everyone breaks their fast at the same time. It is a time when family gathers in the kitchen to prepare food and gathers later to eat it.
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Definition
Development
Delivery
Sainsbury’s Bakery
Discovery
Colleague Engagement
Customer Engagement
We found out the front line staff could speak different languages and we would like to develop this point in order to improve the colleague engagement. For instance, during Diwali, there would be a staff with a name card “I speak Hindi. I celebrate Diwali” to serve customers from Indian background. In our case, we have Admir who speaks Arabic to serve customers in July.
For customers, our service “Sainsbury’s International” aims to serve all the customers whoever you are a busy workers or a housewife. The core idea of Sainsbury’s International is to please all the people, including colleague and of course customers first.
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Definition
There are different touch points throughout the service, some of them are very easy to achieve, such as the colour stickers and reusable bags, which may be attractive for female customers. The monthly reusable bags are designed for branding purpose as well. Moreover, other touch points such as moving sampling stations and the promotional screen functions to satisfy different customers’ need.
Development
Delivery
Sainsbury’s Bakery
Discovery
Customer Journey We have an animation to elaborate the journey. Welcome to visit the Vimeo video. https://vimeo.com/69232017
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Definition
Development
Delivery