ICA Presentation

Page 1



hello!


AGENDA • CONTEXT • RESEARCH METHODS • PROPOSED SERVICE / STRATEGY • LIVE PROTOTYPE


CONTE XT


INITIAL CHALLENGE

Develop a design-driven strategy for ICA Sweden, preparing the business for a digital future


ICA SWEDEN

Leader in the market Unique organisation based on independent retailers but a common brand and values.


Lack of collaboration between stores

No unified online customer experience

CHALLENGES

Inconsistent marketing and communication between stores

Unnecessary excess of oers to shop online


ICA’s legacy, brand recognition and trust within Sweden

An established and well-spread organisation throughout Sweden

OPPORTUNITIES

Investment into new services and sustainable alternatives and local food initiatives

An increasing variety of private label products that are adaptive to most preferences/customers


ICA’s legacy, brand recognition and trust within Sweden

No unified online customer experience

Investment into new services and sustainable alternatives and local food initiatives

Lack of collaboration between stores

REFRAME

Inconsistent marketing and communication between stores

An established and well-spread organisation throughout Sweden

Unnecessary excess of oers to shop online

An increasing variety of private label products that are adaptive to most preferences/customers


REFRAMED RESEARCH QUESTION

How might we develop a more user focused, sustainable online experience that centralizes ICA services, empowers brand loyalty and benefits both the online and independent retailers?


RESE ARCH MET HODS


Observation & Market research

+

+ Analytical models

+ Interviews

+ Co-creation session

Precedence review


ANALYTICAL MODELS


INTERVIEWS


CO-CREATION SESSION


PRECEDENCE REVIEW


PROPOSED SE RVICE


User Focused

Sustainable

Centralization

Brand Loyalty



COEXISTENCE

ICA SWEDEN STORE FORMATS


STRUCTURE

ICA GRUPPEN

ICA SWEDEN

Maxi Kvantum Supermarket Nära ICA To Go

ICA APOTEK HJÄRTAT

ICA NON-FOOD

ICA BANK

ICA INSURANCE

ICA REAL ESTATE


BREAKING DOWN THE QUESTION

How might we develop a more user focused focused, sustainable online experience that centralizes ICA’s services, empowers brand loyalty and benefits both the online and independent retailers?


user focused • One place to shop for all of ICA’s 
 private label products • Recipes • Healthy advice • Budget tracking • Loyalty points • Weekly deals • Personalization


sustainable • Economic sustainability • Larger profit margins (better prices) • Local and sustainable food options • Sustainable cooperation


centralization • Centralized distribution • Inventory • Same product offering • No cost to individual stores


brand loyalty + private label products • Large variety of ICA Products • Adaptable to different segments • Increases brand recognition • Creates drive around ICA Private Label products


ICA GRUPPEN

internal perspective + structure • Placed inside ICA Gruppen • Realistic with 3 year vision • First step towards a cohesive digital strategy • Opportunity for clearer marketing



LIVE PROTOTYP E


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.