Client Profile
Legacy Retailer Seeking Transformation
Tesco is a household name in the United Kingdom, a titan of the industry that has served millions of customers for decades. However, even giants need agility. Operating over 3,400 stores worldwide with a staggering inventory of 90,000 SKUs, Tesco Extra faced the classic dilemma of the modern hypermarket: how do you maintain relevance when customers are craving intimacy, locality, and speed?
They approached Blink, a premier retail design agency in Sweden, because they needed more than just a refurbishment. They needed a philosophical shift. Tesco saw the value in our heritage as Scandinavian retail design experts—we understand how to bring warmth, functionality, and human scale to vast spaces. They wanted to transition from being a place where people had to shop, to a destination where people wanted to be, specifically targeting their "Home of Helpfulness" concept.
Challenge
Overcoming Big-Box Retail Fatigue
The core problem was "Hypermarket Fatigue". The traditional big-box model—endless, cold aisles under harsh fluorescent lights—was failing to connect emotionally with modern consumers. As a leading European retail design studio, we diagnosed the issue immediately: the store felt industrial, not helpful. With 90,000 products vying for attention, the customer journey had become cognitively exhausting.
The challenge was twofold: First, how do we break down the overwhelming scale of a hypermarket into navigable, "human-sized" zones? Second, how do we inject a genuine sense of community and locality into a corporate giant? The existing format was efficient for logistics but deficient in emotion. They needed a retail concept design in the Nordics approach applied to the UK market: simplifying complexity while amplifying comfort.
Insights & Research
Unlocking the Customer Mindset
Before drawing a single floor plan, our team of store interior design specialists conducted deep-dive audits and customer journey mapping. We looked at the data, but we also looked at the faces of the shoppers.
Three insights shaped everything
01
The "Local" Paradox.
Despite shopping at a massive global chain, customers possessed a strong desire for local connection. Our research showed that highlighting regional identity and local sourcing wasn't just "nice to have"—it was essential for building trust.
02
Freshness is the Anchor.
Fresh food is the emotional anchor of the grocery experience. Users were rushing through the fresh sections because the layout didn't encourage lingering. We realized the food section needed to stop acting like a storage aisle and start acting like a bustling market hall.
03
The Omnichannel Gap.
Shoppers were increasingly hybrid, blending online and offline behaviors. We identified a massive opportunity to bridge this gap by adding value to the pickup process, rather than just treating it as a handover point.
Strategy
Humanizing the Hypermarket Scale
Our strategy was rooted in the philosophy that defines us as Scandinavian retail design experts: form follows function, but function must include emotion. We developed the strategic pillar: "The Home of Helpfulness".
This wasn't just a slogan; it was a spatial strategy. We decided to flip the script on traditional hypermarket layouts. Instead of maximizing shelf density, we prioritized "breathing room". We approached the problem differently from local competitors by applying a retail concept design in the Nordics methodology—using silence and space to highlight products, rather than shouting with signage.
The strategy involved breaking the monolithic store into "worlds". We moved away from the linear "racetrack" that forces customers on a forced march, creating instead a series of intuitive zones centered around a beating heart: The Food Hall. We aimed to democratize the premium experience, making high-quality retail design accessible to the everyday shopper.
Solution
Orchestrating Flow and Community
Spatial Layout & Customer Flow
We totally reimagined the hierarchy of the store. The Food Hall was placed at the absolute heart of the layout. We broke the long, intimidating sightlines typical of hypermarkets. By creating a "store-within-a-store" feel, we reduced the psychological load on the shopper. You aren't navigating a warehouse; you are exploring a curated market.
Materials & Lighting
To combat the sterile "clinical" feel of typical hypermarkets, we introduced a warmer material palette inspired by our background as store interior design specialists. We utilized wood accents, matte finishes, and localized textures to soften the acoustics and visuals. The lighting was shifted from uniform high-bay flooding to focused, ambient lighting in the fresh zones, making the produce pop and creating a cozy atmosphere.
Category Messaging & Local Signage
To drive home the community connection, we integrated bilingual communication (English and Welsh). This wasn't a footnote; it was a primary design element. The typography was softened to feel more conversational and less corporate. We used storytelling signage to highlight local farmers and producers, connecting the shopper directly to the source of their food.
Digital-Touchpoint Integration & Omnichannel
This is where Blink, as a forward-thinking European retail design studio, really pushed the envelope. We redesigned the Click-and-Collect center to be more than a pick-up desk. We installed fitting rooms inside the collection area. This allows customers to try on their online clothing orders immediately, return what doesn't fit, and shop for groceries—all in one trip. It bridges the gap between digital convenience and physical assurance.
Community Spaces
We designed dedicated "Community Activity Rooms" available for free use. These aren't just empty corners; they are fully realized spaces for workshops, yoga, or local meetings. This tangible commitment to "helpfulness" transforms the store from a place of transaction to a place of interaction.
Execution
Implementing the Nordic Touch
Rolling out a concept of this magnitude for a client like Tesco requires precision. As Scandinavian retail design experts, we oversaw the implementation to ensure the soul of the concept wasn't lost in construction. One of the main challenges was retrofitting these warm, human-scale elements into the existing industrial shell without it looking like a "facade".
We had to work closely with local contractors to source materials that met the durability requirements of a high-traffic hypermarket while maintaining the aesthetic integrity of our retail concept design in the Nordics. Integrating the bilingual signage required careful graphic design calibration to ensure legibility without visual clutter. The installation of the fitting rooms in the service center also required a rethink of the backend logistics flow, which we solved through collaborative workshops with the operations team.
Results
Elevating Engagement and Efficiency
Impact
Firstly The Community Rooms have seen high booking rates, successfully positioning the store as a local hub rather than just a retailer. The Click-and-Collect center with fitting rooms has reduced return friction and increased cross-category shopping. Qualitative feedback indicates that shoppers feel less stressed and more welcomed. The "human scale" approach has successfully mitigated the "warehouse" feeling. Lastly he bilingual and producer-focused signage has resonated deeply with the Welsh customer base, driving loyalty.
The real validation
The transformation of Tesco Extra has set a new benchmark for what a hypermarket can be. The project solidified Blink’s reputation as a leading retail design agency in Sweden capable of solving complex international retail problems. Tesco Extra is no longer just a place to buy things; it is truly the Home of Helpfulness.
Want to reinvent your retail presence?
Let's talk
richard@blinkthedesignagency.com
+46 73 545 5018
Blink is a leading retail design agency based in Sweden, specializing in retail concept development, store experience design, and omnichannel integration across the Nordics and Europe. We transform brands into physical destinations that drive both emotional connection and commercial performance.
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