Our challenge was to create a modern shopping format that combined familiar elements of India’s traditional grocery shopping experience.
While the Indian consumer has a desire to benefit from the convenience of modern trade retailing, familiarity and comfort are important factors to consider. Having identified this, we brought together various aspects of the traditional Indian marketplace with the advantages of modern retail to create a concept with mass appeal.
Bharti Retail, a subsidiary of Bharti Enterprises and the joint venture partner of US retail giant Wal-Mart, enlisted FITCH to develop a neighbourhood supermarket concept to provide a one-stop-shop for a family’s grocery needs.
The new store concept creates an engaging grocery retail experience, setting a new standard for an international shopping environment made relevant for the nuanced Indian market.
The solution is based around the creation of power departments – including a bakery, a health & beauty zone, as well as one for kids – that offer dwell zones for the shopper. These areas also promote selected offers during key stages of the customer journey.