Waitrose As supermarket（from strawberry）
as a main food supply infrastructure
Unlike the traditional markets, supermarket in our century now may require more effort to sell a simple piece of fruit.
‘Site‘- as a customer
Why Waitrose ，Why strawberry？
- nearest supermarket to my flat
- supermarket – easiest place to get fresh fruit
- easy to damage and not easy to keep – rely on the production line
- slightly expensive = work harder for attract buyer
- most of supermarket only have 1-2 variety strawberries
- limited data compare to the whole supermarket
How to investigate?
Can be physical:
- packaging
- text description
- visual
Intangible and abstract:
- the brand behind,
- the space (location, container placement)
In a hierarchy：
- specific product
- in the whole store
- entire grocery industry
Method ？
- mapping
- photographing
- layout analysis
- note-taking
- cross contrast
- diagramming
- word frequency
- customer persona research
pakaging elements
To analysis how they are doing the classification, specific to target customer
graphic language experiment
The experiment retains the original content, but exchange four different visual languages, and its visual language can be clearly seen.
strawberries classification
color palette
to see the difference between class
origin
sweetness × price
They distinguish strawberries by food quality and origin, but such classification is reflected in price and packaging. However, I have to think that the difference in their prices comes from the cost of the industry chain behind agriculture, transportation, and packaging rather than the taste of the food itself.
So I collect all the strawberries data from different supermarket.
And then I compare the price and the sweetness（as a fair way to do the tasting measurement）. The the following result shown they don’t have any causality.
branding research
Waitrose has different private brands in fruits and vegetables. Through their description of the products, you can see what kind of information they are trying to convey to consumers.
By collecting the text descriptions of all the NO.1 series of fruits and vegetables, and analyzing the frequency of words, we can see the settings they are trying to implant in consumers.
Here are some keywords in the interviews of the essential product line brand managers.
word frequency in Waitrose
Collect all the products of Waitrose on the website, and use word frequency analysis to obtain intuitive results.
Consumers’ dietary structure is related to the word that appears most in the supermarket. In Waitrose, the word that appears most is “salad”. It can be said that there is a connection with the market positioning of the supermarket, which is positioned as valuable, fresh, and sustainable.