THE LANGUAGE OFNEW SUPER

SUPERMAN IN THE AISLE

05 FEBRUARY 2015

POPAI RETAIL MARKETING CONFERENCE

SUPERMAN IN THE AISLE

05 FEBRUARY 2015

POPAI RETAIL MARKETING CONFERENCE

WHAT ’SUPER’ USED TO MEAN

MODEL & CONSUMER CHANGE

CAPTURING THE ZEITGIEST

EXPERIENCE SIGNATURES

THE LANGUAGE OFNEW SUPER

Local & community

Aspirational

Availability

SUPER

50’s

Local & community

Aspirational

Availability

Food culture

Format expansion

Own label

SUPER SUPER

50’s 90’s

Local & community

Aspirational

Availability

Food culture

Format expansion

Own label

Category killers

Convenience products

Online delivery

SUPER SUPER SUPER

50’s 90’s 00’s>

SUPERMARKETS AREN’T SUPER ANYMORE

Distrusted

Confusing

Passionless

AND

CHANGE

SOLD IN THE WORLD IS

NOT THE

IT ONCE WAS

SUBSCRIPTION SERVICES - CHALLENGING THE BIG PLAYERS

THE DOLLAR SHAVE CLUB - VIDEO

OUR SENSE OF

HAS

ZIPCAR

MATERIAL VIRTUAL

CITIZEN M

ON MY TERMS

PROMOTION GAMES – 1% A SECOND

MEAT PACK - VIDEO

THE NEW

THE NEW

A PEEK INSIDE THE DISCOUNTERS

LIDL / ALDI

DEMOCRATISED DESIGN

FRIENDLY

INFORMAL

HYGENIC

LIDL / ALDI

SMARTERPRODUCTS TO LOVE

OWN LABEL VS..

TOP BRANDS

CATEGORY HEROES

LIDL / ALDI

FRESH/NATURALPROVENANCEINSPIRING

SIMPLE/HONEST/DIRECT

FRESH CUES

LIDL / ALDI

PROVEN QUALITYREASSURANCE

AWARDS

TASTE TESTS

BRAND

ADVOCATES

QUALITY ENDORSEMENT

JIMMY MASTERS MOTIVATIONAL BRAND CHEESE

LIDL / ALDI

(+ ACCEPTABLE MODERN RETAIL STANDARDS)*

NON-DISCOUNTERS

..BEYOND PRICE?

EXPECTATIONS

OMNI CHANNELPOOR PROPOSITION

CAN’T

OUT OF

EXPERIENCESIGNATURES..

TO

BORN OUT OF BRAND’S DNA

EXCEPTIONAL

UNIQUE

SINGULAR

FALL IN LOVE WITH

..EXPERIENCES

EXPERIENCE SIGNATURE

TESCO

EXPERIENCE SIGNATURE?

WHO DOES ITWELL?..

GROCERY EXPERIENCE SIGNATURES

IN STORE

COSTCO

NO PROMONO FRILLSTREASURE HUNT

THE CO-OPERATIVE FOOD

CONVENIENTEASYLIST IDEAS

TRADER JOE’S

SLOW DOWNHAVE FUNWITH PASSION

COURTS

INSTANTFRESHGAMIFIED

EXPERIENCESIGNATURE?..THE WAY YOU TALKA TAKE ON CONVENIENCEMOMENT ON A JOURNEYJOURNEY ITSELFOR SOMETHING ELSE?

WHAT’S YOUR STORE LEVEL

BE SUPER

THANKS

POPAI RETAIL MARKETING CONFERENCE