Supermarket Design Trends

After several years of fierce price led marketing and the recent food production crisis, retailers have an urgent need to re-build consumer confidence and loyalty. Trust, authenticity and transparency are the present buzzwords but how are they affecting Supermarket interiors. 

3 of the big four food giants are presently engaged in store development programmes. What is clear is that the refreshed interiors mark a pivotal evolution in supermarket design. Gone, possibly forever, are the bland shopping environments where ease and speed of purchase was once paramount. Retailers have recognised the power of ecommerce especially in the General Merchandise sector. The internet now services consumer needs for best price and convenience, supermarkets must offer more and they certainly have the space to do it. The growth of e-commerce and optimised supply chain along with a considerable expansion in average store size has left many retailers with more space than required. 

The Sainsbury’s Success Story

Sainsbury’s have been the stand out story of the recession. Their mid market strategy; positioned between Tesco and Waitrose has delivered consistent growth in tough economic conditions. Sainsbury’s has built robust consumer loyalty with customers who welcome the enhanced store environment, improved availability and provenance of the product offer. They have become the model to which others now aspire. 

Sainsbury’s Gloucester Quays

The “low-carbon” Sainsbury’s store at Gloucester Quays is a sea change in UK supermarket building design. The prevalence of cedar wood panelling and projecting canopy is strikingly different to the traditional steel and glass structures. The impact is continued inside with similarity to a giant “Farm Shop” than corporate supermarket. The use of timber signage and fascia panels creates a warm and welcoming atmosphere. I applaud the limited colour palette; it adds an air of confident sophistication and improves way-finding. The main focus of investment centres on the fresh produce department, delicatessen, butchery, fishmongers and bakery. The contemporary “square” glass service counters, chalkboards and use of natural materials communicates an authentic, quality food message. You feel comfortable in this environment and its certainly a venue to enjoy spending time either shopping or sipping coffee in the stunning customer restaurant. 

Tesco - Kensington

The flagship store in Kensington has continually set supermarket design standards. For that reason, I was keen to view the changes made following the recent refresh development. Immediately obvious is the prevalence of timber panelling for signage fascias and display fixtures. The abundant fresh produce department has been significantly extended and includes the latest water misting technology. The “walk around” service counter layout adds real interest and, similar to Sainsbury’s, incorporates contemporary square glass, chalkboards and natural finishes. Timber lighting rafts set a warm ambience that projects the quality and vibrancy of produce. The colour palette is more comprehensive than Sainsbury’s, definitely natural in tone but maintaining the previous price based message. Tesco have now completed the refurbishment of over 300 supermarkets, so while in my opinion its not quite as refined as the new Sainsbury’s, its currently available to more customers, and that matters. 

Morrison’s - Gamston, Nottingham

When Gamston re-launched following the major SOTF conversion it achieved a record sales uplift for Morrison’s. The concept is totally different to their traditional supermarket design of the last decade. Gone are the “shop within a shop” butchery and pie shop structures now replaced with glass counters and open view prep stations. The low level fresh produce department delivers a genuine wow factor; branded as “Market Street” the department is supported by multiple fresh service counters that include salad, fish, delicatessen, pizza and a fully operational in store bakery. This layout promotes an exciting abundance “fresh” message. The concept includes timber fronted display furniture, especially in BWS and Produce where the island tables are a notable feature. The pastel shade colour palette used extensively at department level is bright and energetic but possibly dated when compared to the controlled contemporary approach taken by Sainsbury’s and Tesco.

Summary of Trends

Supermarket Design trends appear to be moving upmarket towards a sophisticated, warm and welcoming shopping environment; places where customers will want to visit and spend more of their leisure time. The extensive use of natural materials, restricted colour palette and subdued lighting has replaced the “white” utilitarian interiors of the last decade. To a great extent the interiors have addressed the need for authenticity and transparency and will, I’m sure, ultimately build consumer trust and loyalty. The contemporary and natural styling is not dissimilar to Waitrose and that’s probably the point. The nudge upmarket is designed to attract a wealthy transient customer that might be encouraged to look elsewhere. 

When pushing forward it’s important to reflect on the learning’s of the past. A few years back we had the pleasure of working on the Safeway Megastore concept, a superb retail concept deserving of its industry awards and possibly ahead of its time. Today’s Supermarkets don’t go quite as far as Megastore in my opinion, but they are possibly more sensible with investment and unlike Megastore have every chance of succeeding long into the future.

Source: Design Base (http://goo.gl/QTVzu)