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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