天和超市
人气：
2176 | 发布时间：2014-06-03
CHALLENGE
Amidst fierce competition in the grocery sector in China’s Pearl River Delta region, the TianHe client wanted to create a new supermarket brand featuring affordable, quality products in a premium environment.
INSIGHT
TianHe’s supermarket needs to reassure customers of quality and safety as food safety scandals in recent years have led to mistrust and fear surrounding food production in China. Also, as a counter-trend to rising obesity rates, consumers are now beginning to understand the need for healthy eating, bringing about an emphasis on fresh, wholesome produce. Increasingly affluent Chinese consumers are trading up to premium products such as imported and organic goods. They are increasingly recognising the importance of leading ethical and sustainable lifestyles.
SOLUTION
Building on these insights, developed a new strategy for the brand that is driven by quality, freshness and flavour. A new name, identity and store design scheme was created. As the name suggests, ‘Allgood’ is designed to provide customers with healthy, mouthwatering products that have been specially sourced to ensure the highest standards of safety and freshness at the best price.
The fresh food categories such as fruit and veg, bakery, meat and fish were highlighted and given prominent positions within the store layout. A deli offer was also introduced and the preparation of dumplings, noodles and roast meats was showcased to enhance the fresh proposition and provide some retail theatre.
Worked with TianHe on product selection, merchandising and in-store communication which provides customers with product origin and freshness information, health benefits and advice, recipe ideas and serving suggestions.
To help integrate the new brand within the local community, staff are encouraged to contribute recipe ideas which can be sampled in store. This builds a connection with local customers and an honest, friendly personality for the brand
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