The [Food] Shopping Experience
The [Food] Shopping Experience > 1
The Shopping
 Experience >Given by the Brand / Product + Environment. >Usually beyond the product attributes >>> to generate an emotional attachment in the shopper. >If we take SHOPPING as a DECISIONMAKING process, the emotional component becomes very important. The [Food] Shopping Experience > 2
The Shopping Experience Convergence of 3 lines: • Product • Environment • Shopper The [Food] Shopping Experience > 3
The Past: Static! A product-led business model. Clear shopper segmentation/Product segmentation.
Static spaces for static products and static consumer habits
Urban food retail business model:
A. The fresh products market, usually on the street or indoor spaces.
B. The grocery store to find packed or bulk products. The [Food] Shopping Experience > 4
The Past
Accent on the Product attributes
Food ads from 1910’s to 1940’s The [Food] Shopping Experience > 5
The Past Jell-O Case study
From 1920’s to 1940’s: Jell-O is 100% focused in product attributes. The [Food] Shopping Experience > 6
The Past Jell-O Case study
In the mid 50’s something happened: Jell-O started showing the product attached with an experience: the kids playtime. Eating Jell-O became fun and an important part of the playing experience. Its not the product itself anymore, its the playing experience. The [Food] Shopping Experience > 7
The Past Campbell’s case study
From 1920’s to 1950’s: Campbell’s soup is 100% focused in product attributes. The [Food] Shopping Experience > 8
The Past
Feel surrounded by the get warmth of a transported family. No the from your taste, no the home table to ingredients. a “shore The dinner”. experience. The emotion. Something happens at the end of the 50’s: -More important than the taste or the ingredients: The experience. -Why?... Campbell’s case study
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The Past
EXPERIENCE as a response to competitors focused in product attributes
Rather than start a war “-mine tastes better...�, the EXPERIENCE door is opened. The [Food] Shopping Experience > 10
The Past
Campbell’s & Jelly-O: The introduction of the EXPERIENCE. ACCENT IN THE PRODUCT WHERE IT COMES FROM HOWS IS MADE
VS.
ACCENT IN THE EXPERIENCE
WHERE YOU WILL BE TAKEN WITH THE PRODUCT. CREATION OF AN EMOTIONAL EXPECTATION.
YOU ARE LOOKING BACKWARD
YOU ARE LOOKING FORWARD The [Food] Shopping Experience > 11
The Present
Evolving from a product-led to a consumption-driven economy. Transition: It’s not the consumer who needs to approach to the product anymore, it’s the product approaching the consumer.
Urban food retail business model:
A. The fresh products market.
B. The supermarket. In store /online
C. The specialized store. In store /online. The [Food] Shopping Experience > 12
The Present: 

The shopper is moving! Tracking the shopper behavior. The shopper real preferences. The Birth of Algorithms.
As designers, we expected a use like this. The [Food] Shopping Experience > 13
The Present The Environment awakening.
...but in the reality is like this The [Food] Shopping Experience > 14
The Present The Environment awakening.
New technologies to understand the shopper behavior The [Food] Shopping Experience > 15
The Present
Product: Cross-selling Vs. up-selling [The Product is moving too!] >The Cross-selling concept uprising > the product as part of an open system. The product moves, approaching another products. >A more dynamic product offer. A product can be ‘suggested’ in different universes simultaneously, working together towards different “lifestyles”.
The Shopping experience is driven by the cross selling sales.
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The Future:
The Full Experience. Everything moves. A consumption-driven Economy. More “listening� what the shopper likes or needs. A whole new understanding of the shopper through IT.
The shopper at the center of the experience The [Food] Shopping Experience > 17
The Future
The dynamic shopper RESEARCH Average Number of Sources Used by Categories
The [Food] Shopping Experience > 18
The Future The shopper DNA
Human DNA sequence
Google sequence The [Food] Shopping Experience > 19
The Future
Shopper: New expectations
>Customization Products tailored to their individual lifestyles and preferences >Instant Gratification As much as possible, as soon as possible >Borrowing Less acquisitions > more and faster consumption More accent on the EXPERIENCE over the product The [Food] Shopping Experience > 20
The Future Anticipating the experience
>Instant Gratification
Experience the coee smell right from the shelf
>Customization >Instant Gratification >Borrowing The [Food] Shopping Experience > 21
The Future
Environment: change of paradigm. The Micro-stores.
Decline of the “One shop for all� concept. Mobility > Convenience. Atomization and customization >The shop looking for the shopper. The [Food] Shopping Experience > 22
The Future
Revolutionary Futuristic concepts > Futuristic experiences.
OSHbot, the robot-host.
3D Food Printer
HOLOroom Edible insects wine pairing New concepts: SNACKING The [Food] Shopping Experience > 23
The Future New Concepts [Asia]
SNACKING Micro-store
>Customization >Instant Gratification Entertaining + Educational Experience The [Food] Shopping Experience > 24
The End Summary
We need to stop looking to our products in terms of singularity:
-UNIVERSE: -EXPERIENCE: -CUSTOMISATION: -CONCEPT:
our products aren’t just products anymore > they should be re-thought dynamically in terms of:
They are part of a universe, part of 1 or more lifestyles.
They should be part of an experience. How we can give an experience with our products? In which ways?
They should be adapted to cover different custom expectations/needs.
Re-define and tune the concept as the core of our product/business.
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...To make feel every single shopper as an individual, and to accompany and amaze our shopper every time, at any needed speed.
The [Food] Shopping Experience > 26
Thank you Marcelo Schvartz www.manifesto-brandscaping.com The [Food] Shopping Experience > 27
Marcelo Schvartz is an Architect, Designer, Brandscaper and Concept Advisor. From the beginning of his career in Barcelona more than 16 years ago –designing and developing worldwide the Massimo Dutti concept for INDITEX- till his last three years in Asia, Marcelo Schvartz contributed to develop and release many products, concepts and brands focused in fashion and F&B. The last three years in SE he was developing and reinforcing very original concepts In SE Asia such as Snacking, New York Hot Dogs, FOM, Sweetic, Circus, Vegonia and Farm and very recently the chains Casa Teo and The Jamon Bar among others. He is also working as an advisor for some successful casual and fast food chains. mas@manifesto-brandscaping.com www.manifesto-brandscaping.com Â
The [Food] Shopping Experience