Dissertation_holly

FEASABILITY & PROPOSITION 1

| By Holly Jackson |

Introduction Food retail is undergoing rapid transformations, fuelled by changing consumer demands and the rise of e-commerce. The first supermarket that fulfilled the five criteria of a supermarkets format of ‘Separate departments, self-service, discount pricing, chain marketing and volume dealing’ ₁ opening in the 1930’s. Since the format has remained consistent and has been adopted worldwide.

| FIGURE 81 | Due to the COVID-19 pandemic, searched for “food delivery” reached an all-time high in April 2020, as the sector experienced massive shifts after consumers were advised to stay at home and visit supermarkets as little as possible. As a result, food retail has changed forever as it was formerly one of the few areas not yet dominated by e-commerce. Consumers, on the other hand, want to experience fresh produce with their senses now that the pandemic is over. The macrosocial tendency of a preference for experience exacerbates this mentality.

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| FIGURE 82 |

In 1992, Gerhard Schulze proposed the concept of “the experience society”. He observed a profound change in our society that has led life to becoming an experiential project. ‘The meaning of life is defined by the quality of subjective processes. It is no longer primarily a matter of survival but instead of a beautiful, interesting comfortable and fascinating life.’ ₂ Experience can be defined as ‘what one sees, hears, feels and thinks about all activities undertaken while interacting with others not only during the event, but also after the event by analysing it in hindsight and undertaking it’ and it can be obtained by understanding consumers’ emotions, perceptions, behaviours, senses, and relationships obtained through the brand.

| FIGURE 83 |

The purpose of this research paper is to discover how food retail environments have evolved from being only a requirement for daily life to becoming an experience for the shopper. It will delve deeper into the retail theory, food retail precedents and technology and the future of food retail. | FIGURE 84 |

‘After decades of stagnation since the turn of the millennium food retail has developed into one of the most creative fields of the entire retail sector.’ ₃ 75

Chapter 1 : Theory Sensory Marketing Sensory marketing has grown in popularity as distinctive in-store experiences are becoming vital to provide something more than e-commerce. According to a study conducted by the Rockefeller University on neuromarketing ‘our capacity to remember our sensory experiences is 1% of what we touch, 2% of what we hear, 5% of what we see, 15% of what we taste and 35% of what we smell’. ₄ It is increasingly recognised as a critical tool for strengthening brand-consumer relationships by stimulating all the senses and eliciting emotions.

Between 85% and 95% of our purchases are subconscious decisions.

Sensory marketing employs all five senses to manipulate consumers’ motivations, wants and behaviours through influencing perceptions, memories and learning processes. This is through a process that involved both the cognitive and emotional areas of the brain, it provides a sensory experience that builds a connection with consumers. The subconscious component of the process aids automatic decision-making and behaviours based on lessons gained from previous experiences.

Sight Sight makes up for 83% of the information we receive. It is responsible for transmitting brand image and values and the store aesthetic.

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| FIGURE 85 |

Smell Our sense of smell is linked to our limbic system, which controls our emotions and memories, and it has the greatest memory recall.

This can be done in food retail by the scents of fresh bread at the entry, as well as the smells of fresh meat and other produce.

| FIGURE 86 |

Taste Taste is often underestimated in sensory marketing as it can be challenging. However, it is extremely powerful in creating multi-sensory experiences because of how closely related it is to smell and memory. This can be applied through restaurants in food retail or deli counters that allow you to try before you buy or a complimentary beverage.

| FIGURE 87 |

Sound Our sense of hearing is always active; when a person enjoys music, their body releases dopamine, which boosts their willingness to purchase. In stores, you can choose a specific sort of music to convey your brand's feel.

| FIGURE 88 |

Touch This provides us with an important amount of information on which to base our decision. It is a sense that can help customers have a more connected and involved experience. It enabled buyers to assess the quality and functioning of products and streamlines the purchasing process, resulting in increased brand loyalty.

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