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FOOD WONDERLAND JDV’S VISION ON THE FUTURE SUPERSTORE FORMAT FOOD WONDERLAND JDV’S VISION ON THE FUTURE SUPERSTORE FORMAT Hello! Thank you for taking the time to read all about our vision on the new superstore format. What we call the Food Wonderland. The future superstore is a true Food Wonderland. Creating the ultimate fresh experience fitting today’s shopper’s mission with a touch of retail theatre. We are always open for conversation, so please let us know what you think and how you envision the future superstore. Enjoy! Index 1. Consumer Behaviour What is the new customer decision tree? 2. The answer of retail How can retail claim leadership and answer on changing needs? 3. Easy food solutions Let’s make life easier and offer easy, fast and convience without compromises. 4. Excitement Let’s make shopping into a true adventure with a full and exciting experience. 5. Food Wonderland When we bring all this together; we see the future of the superstore. CONSUMER BEHAVIOUR | SHOPPER’S MISSION 1 CUSTOMER BEHAVIOUR | UNDERSTANDING THE SHOPPER’S MISSION Customers do not think in formats, concepts and formulas. They are driven by their needs. In other words: we have to understand the shopper’s mission. Time Time I am driven mainly by the need for easy, fast and convenient satisfaction. A very functional and rational shopper’s mission. Money Money I have a tight budget or just want to spent much on this service or product. I am willing to spend some more effort to get the best deal. Touch Touch I have some more time and money to spend for an extended experience. Because it enriches me in a social way or in a physical way. CUSTOMER BEHAVIOUR | UNDERSTANDING YOUR CUSTOMER URBAN LIFESTYLE DUAL EARNER FAMILIES EVERYTHING, ANYTIME, ANYPLACE QUALITY TIME Help me find the balance between what you must do and what you want to do CUSTOMER BEHAVIOUR | GENERATION Z & MILLENIALS 61% DOES NOT FEEL LIKE COOKING AT LEAST ONCE A WEEK 44% HAS FOOD DELIVERED IF NOT FEEL LIKE COOKING 48% GOOD FOOD IS A WAY TO DISTRACT FROM STRESS 59% WANTS TO SAVE MORE I THE COMING PERIOD 34% IS CONCERNED ABOUT JOB OR TO BE FINANCIALLY AFFECTED BY THE CRISIS 24% CAN HARDLY MAKE THE ENDS MEET Percentages are averages of Generation Z and Millenials together Source: TFRC / FSIN, Foodshopper onderzoek 2021 Hospitality 10% Food for now 10% Take away 5% Meal delivery 5% Convenience fresh top up 25% Online grocery shopping 5% Complete grocery shopping 40% Share of stomach 2020 Hospitality Food for now Take away Meal delivery Convenience fresh top up Online grocery shopping Complete grocery shopping Food Food retail retail | Cook | Cook yourself yourself Food service | Ready Food service | Ready to to eat eat Hospitality 15% Food for now 15% Take away 10% Meal delivery 10% Convenience fresh top up 10% Online grocery shopping 15% Complete grocery shopping 25% ‘What if scenario’ Share of stomach 2027 Hospitality Food for now Take away Meal delivery Convenience fresh top up Online grocery shopping Complete grocery shopping Food Food retail retail | Cook | Cook yourself yourself Food service | Ready Food service | Ready to to eat eat WHAT IF EUROPE WILL FOLLOW THE AMERICAN STANDARD? And out of home consumption will grow to a market share of 50%. CUSTOMER BEHAVIOUR | SHARE OF STOMACH 9 CONSUMER BEHAVIOUR | SHOPPING TRIPS Consumers do not think in channels or segments. Especially younger consumers use different arguments to make up their mind and chose a solution for their needs. When and what do I want? • Direct consumption • Today • This week • This month • This year Why do I want it? • Because it is part of my routine • Because it is easy, fast and/or comfortable • Because it creates a wow-experience, offers enjoyment and/or excitement Where do I want it? • While on the move • While at home • At a location out of home Example The Netherlands 32,9 32,2 28 29,5 32,9 33,9 33,5 33,7 23 25 9,7 11,6 9,7 11 9,7 10,5 9,7 10,8 8,7 11,6 10,1 14,1 12,5 14,1 10,1 13,1 10,6 14,1 15 18 36,9 32,4 38,4 34,5 36,9 32,8 36,9 32,4 41,5 34 7 6,4 8,1 7,8 7 6,4 6,2 6,1 8,2 8,2 3,3 3,3 3,3 3,1 3,3 3,3 3,1 2,9 3,6 3,2 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2019 2025 2019 2025 % spending growth 2019 2025 % spending growth 2019 2025 % spending growth 2019 2025 % spending growth Cellar | year Storage | month Cabinet | week Fridge | day Handbag | 1-3 hrs Mouth | direct Source: Planet Retail & FSIN CONSUMER BEHAVIOUR | SHIFT TO THE SHORTER TERM CONSUMPTION 17,0% 26,0% 25,3% -0,2% -6,9% 3,1% 18,4% 24,4% 49,5% 2,1% 4,4% 13,6% 18,5% 31,2% 56,7% 3,3% 15,9% 10,2% 40,6% 72,5% 55,2% 6,0% 29,4% 15,0% Germany France Spain Poland 61,5% 1,1% 5,0% 14,5% 12,8% 37,8% The Netherlands • Consumers will shorten the time between buying and consumption; growth from weekly to daily shopping • Great potential for easy food solutions creating healthy, tasty and attractive ways to make life easier • Home meal delivery is claiming share of stomach, food retail answers with easy food solutions ready to eat and heat • The number of hot items and ultra-fresh items will grow in all formats, due to changing shopping behavior CONSUMER BEHAVIOUR | READY FOR THE FUTURE? THE ANSWER OF RETAIL | MODULAR THINKING 2 THE ANSWER OF RETAIL | OPTIMISED MULTI FORMAT UNDERSTANDING Multi format has conquered the European market. Multi format strategy understands the different shopper's mission on the different moments and always comes with a relevant answer on the unique shopper's mission under one brand umbrella. But be carefull, a true multi format strategy is not real estate but function driven! Multi format ≠ multi real estate Multi format ≠ multi real estate • Location profile sets role of format • Format role defines proposition • Format proposition defines store size Multi format ≠ linear sqm extension Multi format ≠ linear sqm extension • Extra space for additional concept modules • Only when relevant for location profile CONVENIENCE NEIGHBOURHOOD SUPERMARKET MEDIUM SUPERMARKET LARGE SUPERSTORE FOOD SERVICE PLANNED FOOD FOR LATER 4 hrs < 1 hrs < 1 hrs < 32 hrs < 72 hrs < Week < Month < Month > Month > IMPULSE FOOD FOR NOW Ready to eat Ready to eat ONLINE FOOD SERVICE + ++ +++ ++++ +++++ + ++ +++ ++++ +++++ +++++ ++++ +++ ++ + + ++ +++ ++++ +++++ +++++ ++++ +++ ++ + Range Size Speed Spend Margin Sales/m2 +++++ + + ++++++ + ++++++ ++++++ + 0 + ++++++ - ++++++ ++++++ + ++++++ + + +++++++ 0 + - +++++++ + ++++ +++ ++ + MULTI FORMAT Grab&Go Fresh Top-up Stock-up Bulk-up Bulk-up HYPERMARKET ONLINE STORE OPTIMISED MULTIFORMAT > 50% THE ANSWER OF RETAIL | LEARNING FROM THE FOOD MARKET Food for later Food for now Integration food for now and later Foodmarket integrated in other concepts Farmer’s market/Souk market Foodcourt Streetfood Foodhall Shopping centre Super- market Department store FORMAT DESCPRIPTION SIZE 1. CONVENIENCE STORE Small format grocery stores. Stores typically have extended opening hours and are located in convenient high-traffic sites, such as along major roads and transport hubs. Examples of convenience stores include: Tesco Express, Carrefour Express. < 400 sqm 2. NEIGHBOURHOOD STORE Small grocery outlets selling a wide selection of food, drinks, grocery and household essentials. Stores are typically found in secondary locations such as residential neighbourhoods. Examples of neighbourhood stores include: Coop, SPAR, Auchan A2Pas. around 400 sqm 3. SUPERMARKETS Self-service store with a largely grocery offer, ranging from 400 to 2,500 square metres. Examples of supermarkets include: Trader Joe’s, Champion. 400-2500 sqm 4. DISCOUNT STORES Limited assortment self-service supermarkets. Stores are characterised by low service levels, low prices and usually high penetration of private label products. Examples of discount stores include: Aldi, Lidl, Dia. up to 1500 sqm 5. HYPERMARKETS & SUPERSTORES Bigger stores with an extended assortment and experience. The focus of the food market is on food, the hypermarket also offers an extended non food assortment. 2500 > CONCEPTUAL MODULE 1. EASY FOOD SOLUTIONS 2. EXCITEMENT & EXPERIENCE 3. CORE GROCERY SHOPPING Ready to eat Industrial Ready to eat Artisan Ready to cook Industrial Ready to heat Artisan Format Layout Promo presentation Traditional Fresh (ss) Dry groceries Traditional Fresh service EXAMPLE OF SOLUTIONS PER MODULE Basic Non Food Ready to heat Industrial Fresh Boutique Production facility Product highlight stage Supplier integration Event space / community Brand experience grab & go THE ANSWER OF RETAIL | HIERARCHY OF FORMATS LEADING TO MODULAR APPROACH MODULE | EASY FOOD SOLUTIONS 3 MODULE | EASY FOOD SOLUTIONS GRAB AND GO READY TO COOK READY TO HEAT (HMR) READY TO EAT Easy Cooking Easy shopping Ready to eat Industrial Ready to eat Artisan Ready to cook Ready to heat Artisan Ready to heat Industrial READY TO EAT MODULE | EASY FOOD SOLUTIONS READY TO HEAT READY TO COOK Out of home At home At home MODULE | EASY FOOD SOLUTIONS Pannetje van Plus is a Dutch concept realised with a Plus Franchiser. A food service concept within the supermarket format selling ready to eat and ready to eat products that are more healthy, more fun and more attractive. It is an enormous success. MODULE | EXCITEMENT 4 PHYGITAL FOOD WONDERLAND TASTES OF THE WORLD FOOD IS THE NEW FASHION Surprise me with the ultimate food experience MODULE | EXCITEMENT Production facility Fresh boutique Supplier integration Product highlight stage Brand experience Event space / Community MODULE | EXCITEMENT FAIRTRADE & ORIGIN SUISTAINABLE VEGGIE & VEGAN HEALTHY LIFESTYLE Enrich me with a better story and show leadership MODULE | EXCITEMENT • Fair and healthy choices MODULE | EXCITEMENT > 50% EXCITEMENT • Tastes from around the world • Transparency food chain • Diversity • Communal dining • Authentic experience • Shareable & instagrammable • Always surprising • Re-use of empty spaces FOOD PLAYGROUND SPECIALTY SHOPS MODULE | EXCITEMENT > 50% MODULAR FLEXIBILITY IS CRUCIAL ISLAND SOLUTION WALL SOLUTION MODULE | EXCITEMENT FOOD WONDERLAND | FUTURE SUPER STORE 5 FOOD WONDERLAND | FUTURE LAYOUT READY TO EAT – READY TO HEAT - READY TO COOK REGULAR DEPARTMENTS WITH SPECIALTY SHOPS DYNAMIC PROMO & SEASONAL DRY GROCERIES + NON FOOD ESSENTIALS FUN & ACTUAL NON FOOD LOCAL & ORGANIC EASY SHOPPING FOOD WONDERLAND | FUTURE STORE READY TO EAT – READY TO HEAT - READY TO COOK KITCHEN FOOD WONDERLAND | SPECIALTY SHOPS FOOD WONDERLAND | SPECIALTY SHOPS FOOD WONDERLAND | SPECIALTY SHOPS THE HYPER FRESH MARKET | SPECIALTY SHOPS REGULAR DEPARTMENTS WITH SPECIALTY SHOPS DELI + CHARCUTERY SHOP BAKERY + PASTRY SHOP THANK YOU josdevries.eu THE HYPER FRESH MARKET | SPECIALTY SHOPS REGULAR DEPARTMENTS WITH SPECIALTY SHOPS DELI + CHARCUTERY SHOP BAKERY + PASTRY SHOP
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