In May 2018, we helped Sweden's second largest food retailer Coop to conceptualize and develop their venture into omnichannel retail – "Hämta" (Swedish for "pick up"). Together, we created a Click&Collect concept that has the potential to provide a first-class customer experience and be rolled out across the existing store network and all the chain’s formats.
Conceptual visualization
The future of buying food
It is no longer relevant to simply talk about one customer journey – instead we must develop concepts that cater to many different types of customers, shopping missions and journeys. In field studies, workshops and interviews with experts – we developed in-depth customer journeys as a foundation for the concept. We mapped the modern customer's needs and wants – and developed a vision for what the customer experience of the future would be.
The smooth shopping trip
Click&Collect grocery shopping is often a rational journey – with input from interviews, experiments and discussions we designed an experience with as few hurdles as possible. Through mapping pain points and potential bottlenecks the design is optimized for efficiency, self-service and smoothness.
Conceptual visualization
Omnichannel in food retail
Click&Collect in grocery retail, being a fusion of digital and physical retail in combination with the products being perishable FMCG, is the pinnacle of omnichannel retail. This concept was developed to provide a seamless experience across all platforms and touchpoints.
Omnichannel in food retail
Click&Collect in grocery retail, being a fusion of digital and physical retail in combination with the products being perishable FMCG, is the pinnacle of omnichannel retail. This concept was developed to provide a seamless experience across all platforms and touchpoints.
New iconography to strengthen identity
We built upon Coop’s playful iconography and created a new shape: the grocery bag. This signature shape helps customer recognize the concept, give important information while also adding a playful element.
New iconography to strengthen identity
We built upon Coop’s playful iconography and created a new shape: the grocery bag. This signature shape helps customer recognize the concept, give important information while also adding a playful element.
Omnichannel in food retail
Click&Collect in grocery retail, being a fusion of digital and physical retail in combination with the products being perishable FMCG, is the pinnacle of omnichannel retail. This concept was developed to provide a seamless experience across all platforms and touchpoints.
Honor the past - create for the future
In Sweden, Coop is a loved brand with an unique personality. We wanted the concept to build on the good connotations from the brand, while simultaneously developing something new, innovative and recognizable. The concept’s signature shape was derived from the logotype – and can be seen throughout the touchpoints. The signature shape works as a beacon for navigation and recognizability – while staying true to the Coop the customers know and love.
«This concept was all about smoothness… creating a seamless experience between the physical and digital world»
Richard Kylberg, Founder
Rational and efficient meets warm and friendly
Part of the challenge was to make the service, that is rational and efficient by nature, a little more user friendly. To accomplish this, we added friendliness and warmth through an addition in the visual DNA. The tone of voice is personal, and show up throughout the customer journey as small injections of helpfulness.
Integration into existing store network
When the Click&Collect concept is integrated into the foyer shop of a Coop store, customers have more time to browse. We therefore added fresh flowers and convenience items as well as the thing customers often tend to forget into the offering.
One concept – several formats
Retail is complicated – and we now that it is not possible to develop a concept from scratch and expect that it will integrate seamlessly into the existing stores. Give the differences in prerequisites between different stores in demographics, location, communication, etc – we had to create a modular and scaleable concept. The new format-based concept is easy to retrofit into Coop’s store concept.
Retail is complicated – and we now that it is not possible to develop a concept from scratch and expect that it will integrate seamlessly into the existing stores. Give the differences in prerequisites between different stores in demographics, location, communication, etc – we had to create a modular and scaleable concept. The new format-based concept is easy to retrofit into Coop’s store concept.
