Print Email Facebook Twitter The design of a future supermarket Title The design of a future supermarket Author Van Veelen, M. Contributor Christiaans, H.H.C.M. (mentor) Rozendaal, M.C. (mentor) Faculty Industrial Design Engineering Department Industrial Design Programme Master of Science Design for Interaction Date 2014-07-11 Abstract Introduction The retail industry is confronted with unparalleled change. In the supermarket industry, this change results in a predicted shift in marketshare of 4% in the coming years. This report aims to describe the change and concludes with a profitable substitute for the disappearing local grocer. Market share Rabobank (2014) predicts Lidl’s urge for expansion and the growth of online will cause a shift in market share of 4% the coming years. This means a total of 1.5 billion will change ownership. This is an unprecedented shift in market share for the supermarket industry that will produces winners and losers among the current supermarkets. Conditions According to Quirijn Bolle (Marqt), the logistic model is the most important thing when starting a new supermarket concept. According to Bart Fischer (Ahold) it is all about the right assortment, as efficient as possible at the right location, for the right price. For Ibrahim Daoudi (Ummah supermarket) the purchasing is key in running a supermarket. Animated or automated The future of retail consists of two types of experiences. One is a fully automated experience, which is guided by technologies that are supported by bright, highly trained humans. The other is a fully animated experience, where outstanding brand representatives are supported by advanced technology in delighting their customers. Zeitgeist model Bloom’s Zeitgeist model shows us that in 2022 romance wil peak. Wooden crates and chalkboards are a perfect fit for this time. After 2022, a lot of the romance will disappear and we’re going to make a transition to the ratio world. Here the computer finally becomes our best friend. Future scenario’s Four future scenario’s were created by combining the Zeitgeist model with the two future retail experiences (animated or automated). This model was used to come up with the ideas. Final Design The new supermarket concept ‘van hier & daar’ (from here and there) is a profitable substitute for the disappearing local grocers. It combines fresh products from local businesses with dry groceries from Albert Heijn and non-food from HEMA. By offering a pick up service, the small assortment increases with over 25.000 products. Branding The self describing name points to the unique combination of local fresh produce (hier) and dry groceries and non-food from Albert Heijn and HEMA (daar). Since these last two are well known and trusted players in The Netherlands (they both have a brand awareness ratio of 99%), their logo’s are used in the main logo to attract customers. Subject retailsupermarket To reference this document use: http://resolver.tudelft.nl/uuid:dc8211e5-8324-4891-ad68-edab8b389eb8 Access restriction Campus only Part of collection Student theses Document type master thesis Rights (c) 2014 Van Veelen, M.