Convenience, flexibility and convergence of cutting edge technology in supermarket design.

In 2019, U.S. retailers announced plans to close over 9,300 stores—more than any other year in recent retail history. In contrast, China is witnessing a revitalisation of physical stores, including supermarkets, malls, and small shops, thanks to the efforts of internet giants. This trend, known as online-to-offline (O2O), is reshaping the retail landscape.

E-commerce players are realising that a purely online model has limitations in certain segments and are investing in brick-and-mortar stores. Traditional high-street retailers, in turn, are embracing e-commerce tools by partnering with tech-driven businesses. Since 2015, Alibaba alone has invested more than $9 billion in physical retail stores.

Alibaba's Hema supermarkets might look like typical grocery stores, filled with fresh produce, but their operations are anything but ordinary. Shopping at Hema is a smartphone-driven experience. Whether from home or in-store, customers can scan product barcodes with their phones to access information and pay seamlessly via the Alipay platform in the Hema app. A standout feature of Hema is the fresh seafood section, where customers can select their seafood and choose to have it cooked and served in the in-store restaurant, or “grocerant.”

7 Fresh, another direct competitor to Hema, blends offline shopping with JD.com’s technology and analytics. JD leverages customer profiles and data analysis to optimise store locations, layouts, and inventory management, ensuring that each 7 Fresh store stocks the most relevant products for its local customer base. JD has ambitious plans, announcing the launch of 1,000 new 7 Fresh stores across China. Much like Hema, 7 Fresh offers a 30-minute delivery service and enhanced in-store technology, such as Magic Mirrors, which provide product details on a screen when customers pick up fresh items.

By merging the best aspects of traditional grocery shopping with high-quality dining and advanced e-commerce technology, 7 Fresh is redefining the retail experience. JD’s concept of Boundary-less Retail ensures customers can buy fresher, safer, and more reliable products in a seamless, enjoyable shopping experience.

In Hong Kong, Taste is reimagining the grocery shopping experience. The management team aims to inject fun and excitement into daily shopping for the city’s cosmopolitan consumers. Bright and contemporary in design, Taste offers far more than just food. Their selection includes fresh and ready-to-eat meals, an in-store bakery, imported specialty products, wine, household goods, gifts, and even luxury fashion accessories. Committed to delivering “More Than Food,” Taste also provides world-class service, including home delivery, baby-care, and carry-to-car assistance, enhancing the customer experience.

These new retail models are setting the benchmark for modern grocery shopping, blending convenience, service, and cutting-edge technology.

Our internal renewal process allows us to benchmark and explore the best branding and design practices across industries. The images in this article have been sourced from the web and attributed to other brand consultants.

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