Aquí é
Neighbourhood supermarket
Brand
Aquí é supermarket
Client
Grupo Cuevas
Place
Ourense, Galícia, Spain
The challenge
Reinventing the ‘local supermarket’.
Changing the ‘doing the shopping’ concept.
Insights
Doing the shopping is tedious and repetitive.
The promise
Reducing the boredom of such a repetitive task.
The idea
Providing customers with a daily menu that is always different and offers several options.
Including recipes and their ingredients, or ready meals, if preferred.
In collaboration with a team of nutritionists from the University of Vigo, Spain, a daily menu system with recipes based on local ingredients was prepared, each including the pre-cooked option.
For its demonstration, a special section,“QFH” Que Facemos Hoxe (‘What shall we make today’), was designed for the display of the daily menu products.
The shop was organised into three different areas:
- A fast area for everything needed for the day menu.
- An area for buying the ‘most appealing’ products, many of which were fresh products.
- An area for replenishment shopping products.
- A single-queue system directed to different tills was put in place.
- Promotional posters were removed from the shop.
- Some attractive and poetic design elements were added.
Back end
Back end |
Standard areas | QFH-branded area |
|---|---|---|
| Range | Standard range | Lo que debemos tener hoy |
| Depth of range | Shop-size dependent | Only what needed for the menu |
| Physical space | 95% | 5% |
| Tone | Positive | Ephemeral |
| Price | Competitive | Good price |
| Special offers | Rarely | Always |
| Services | Standard | What a surprise! |
Outcome
Experiencing that doing the shopping can be surprisingly pleasant.
A shopping experience that is always different, as well as quicker, and in a relaxing and inspiring environment where you never feel pressured.
The results were impressive, particularly bearing in mind that it was at the height of recession: on average, the daily number of customers reached 1,250 (in a small city with just 110,000 inhabitants). And, most importantly, sales increased by 23% above an optimistic projection.
Project partners
We work as a team with great specialists.
At m+f=!, we come up with the initial concept and we then guide its implementation. Our partners were:
Alcántara&Partners SL: corporate identity.
Jos de Vries: shop structure development and implementation.
Garrofé Brand & Pack: communication agency.
Microlights: lighting.
Acknowledgements
One of the 6 world finalists at the World Retail Awards.
Category: ‘Most innovative project in distribution’
Some references:
- Aquí é, a gimmick-free supermarket with a menu (Expand).
- Aquí é, convenience con menú bilanciati e più percorsi (GDOWEEK).
