Safeway Supermarkets

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To envision the next generation of supermarkets, it's essential to gather customer feedback on their shopping preferences. What do they prioritize in their shopping experience? Is it the importance of fresh food, health and well-being, and cutting-edge technology like in-store apps and cashless payment systems?

Do customers prefer the convenience of quickly purchasing everyday essentials, or do they view shopping as an emotional experience, seeking out fresh, freshly prepared in-store products and curated selections that offer continual surprise and inspiration? Safeway sought to understand these preferences by asking customers about their ideal grocery store. Customers expressed a desire for well-organized stores where they can easily find items, visually appealing and well-merchandised environments that encourage impulse purchases, and a focus on fresh produce and in-store prepared foods.

Before collaborating with Safeway's management team, we analysed the layouts of three existing store formats: convenience stores, supermarkets, and superstores. We reviewed market research on the future of supermarkets and designed new environmental zones for each store format. These zones were crafted to be adaptable, allowing for different configurations in various store sizes. By grouping specific product categories based on customer preferences for range, display, and promotion, our work helped Safeway enhance its competitiveness against major retailers and high street specialists.