In every supermarket you will find two separate areas for your cheese: 'self-service' and 'fresh deli'. And the difference is not so evident for consumers. In fact, what is the difference? Hypothesis: once we defined the differences on both a consumer and retailer level, we can use this for our innovation strategy.
We've visited entrepreneurs and companies in London and Amsterdam, that truly understand the drivers of today's customers when it comes to experience and expectations. Together with several experts on many different retail-related topics, we spend several afternoons understanding, ideating, and crafting
A clear, leading, visually attractive vision for both the 'self service and 'fresh' department, adding up to a compass for navigation where to innovate next.