Fresh Fruit
& Vegetable
Department,
Waitrose

  • Waitrose Fruit & Veg Dept

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    Kiwi & Pom were invited to look at what Waitrose’s Fresh Fruit & Vegetable Department could be. Kiwi & Pom commenced the project with a number of collaborative research events, looking at food trends, competitors and inspiration, and to bring in thoughts from the client. Following strategic analysis of this phase Kiwi & Pom then produced a series of initial concepts for the department.

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    With a view to create a fresh, healthy oasis, Kiwi & Pom created a concept which placed emphasis on the customer journey, recognising its significance to the department experience. The concept engages the senses through colour, texture, aroma and taste - slowing pace and bringing the customer closer to the product.

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    The customer journey begins at the main store entrance with a ‘Seasonal Welcome’, announcing the department and bringing fresh produce outdoors. The customer is then guided through three further sections of the journey: ‘Seasonal Celebration’, ‘Inspire & Inform’ and ‘Engage & Entertain’.

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    At the rear of the department a Juicery & Greengrocer draws customers through the department. Created to ‘engage & entertain’, the counter offers customers a destination to interact and learn from an expert, and shop freshly prepared juices and produce.

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    Within a department where customers try new things and want to learn more about the product, Kiwi & Pom developed a tone of voice to engage the customer through graphics. To ‘inspire and inform’ customers, graphical elements are displayed at considered locations, offering helping product tips and highlighting seasonal produce.

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    Custom designed threshold displays offer product tips and information, recipe ideas and seasonal produce crates. Sampling is available within the department, highlighting seasonal produce and offering customers a chance to try something new.

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    Throughout the concept the produce takes centre stage, with abundant and fresh displays, new graphical elements and an improved layout.

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    Kiwi & Pom also redesigned the shelf rhythm to create a vertical, linear display, highlighting product by category. Produce is divided into uses through colour-coded shelf dividers, while bus-stop signs assist customers with navigation.

Waitrose Fruit & Veg Dept

Kiwi & Pom were invited by Waitrose to look at what their Fresh Fruit & Vegetable Department could be. To kick off the project a series of collaborative research events were conducted in order to understand the project in more depth. An overseas trip took the Waitrose and K&P teams to look at food trends, competitors and inspiration; while a brainstorming workshop with various Waitrose departments, including the design and buying teams, brought in thoughts from the client. In addition to this, store visits were arranged to interview staff and review existing operations.

Following strategic analysis of this phase Kiwi & Pom focused on the customer journey – and its significance to the department experience – with  a view to create a fresh, healthy oasis.

Kiwi & Pom created a concept to engage the customer and slow pace, designing a customer journey that engaged the senses through colour, texture, aroma and taste. Throughout the concept the produce takes centre stage, with abundant and fresh displays, new graphical elements and an improved layout. In a department in which customers try new things and want to learn more about the product, Kiwi & Pom felt it was key to develop a tone of voice that would engage the customer through graphics and remain present throughout the customer journey.

The customer journey begins at the main store entrance with a ‘Seasonal Welcome’, announcing the department and bringing fresh produce outdoors.  Theatre is brought to the space by combining fresh, seasonal produce with an events calendar, showcasing offers and events such as hand-pressed lemonade or pumpkin carving, through an outdoor ‘Mini-Market’.

The remainder of the customer journey comprises of three sections; ‘Seasonal Celebration’, ‘Inspire & Inform’ and ‘Engage & Entertain’. To celebrate seasonality, customers are presented with threshold displays offering recipe ideas, seasonal produce crates and merchandising options, such as a limited-edition seasonal ‘Bag for Life’. Sampling is available within the department, helping to highlight produce and offering customers a chance to try something new.

To ‘inspire and inform’ customers, Kiwi & Pom developed graphics to be displayed at considered locations, dividing produce into uses through colour-coded shelf dividers, while providing tips and useful product information. The shelf rhythm was redesigned to create a vertical, linear display, highlighting product by category, while bus-stop signs assist customers with navigation.

At the end of the customer journey a Juicery & Greengrocer area draws customers through the department – a destination for advice, demonstrations, and freshly prepared juices and products. This area is designed to ‘engage and entertain’ - becoming a focal point where customers can interact and learn from the ‘vegetable butcher’ (or expert) – while reinforcing seasonal produce through a health/detox inspired menu. Customers have the opportunity to shop freshly prepared fruit and vegetables, while bar seating provides a place to graze or taste.

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