Client:Carlsberg Execution:Space ManagementShopper Journey designVisual Design Project date:2023
Carlsberg Shop-in-Shop Experience
A bespoke FMCG shop-in-shop experience, placing Carlsberg center stage as the undeniable category captain of the beer section, revitalizing old shelves and creating a fresh and powerful brand-centered shopper experience.
CASE DESCRIPTION
Carlsberg X CPH Airport Shop-in-Shop
In collaboration with Carlsberg, we had the opportunity to take over the entire beer category in the tax-free area of Copenhagen Airport.
We transformed a previously uninviting, poorly lit corner into an optimized shopper experience. Using the Stop-Shop-Select principle as the core strategy, we analyzed heat maps, floor plans, and consumer data to guide the redesign of this challenging space.
The newly designed shop-in-shop area was created with the specific aim of increasing consumer dwell time, enhancing the overall customer experience, and boosting sales, all while ensuring that when customers think of beer, they think of Carlsberg.
CASE DESCRIPTION
Challenge
There are probably as many products on the shelves in Danish supermarkets as there are grains of sand in the Sahara desert. Almost as many, at least. DeliDrop thought so too, but instead of going the traditional way into retail stores, they set up a space in Torvehallerne, a place well-known for food delicacies, for their entrepreneurial clients to showcase their products.
With expertise revolving around the B2B scene, DeliDrop had struggled to create a space that enticed consumers to enter the area as well as creating intuitive navigation between the products on display. On top of this, they only had 12 square meters to do with. With such a small playground to unfold on, we had our work cut out for us!
CASE DESRIPTION
Solution
During our initial work on the project, we were focused on creating laser-sharp communication and intuitive navigation through floor planning that would be understood in fractions of a second. We decided to divide the consumer journey into three steps:
Stop – Shop – Select
We designed the area to expose the consumer to clear and concise communication that would make them stop and capture their attention. Through careful floor planning design, we ensured that consumers could navigate and shop without friction. Lastly, we increased and designed small-scale communication to nudge consumers to select preferred products and ensure sales.