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NOVEMBER 2012

IN.GREDIENTS 2610 MANOR STREET, AUSTIN, TX

WHY TO SEE IT This grocery store is a clue into what all future “stores” may soon look like. It transforms a “supermarket” from shelves and aisles of products and price tags, into a community hub for locals to gather. Retailers and brands in all industries, take notice.

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IN.GREDIENTS Not only does this store aim to produce zerowaste (groceries are sold without packaging), but what makes it most unique is how it engages the local community in a genuine, honest and transparent way, gaining their love and loyalty. Take a look…

Lots of community picnic tables on the front lawn… evidence that everyone is welcome here.

Hooks for dog leashes mean pups are welcome too.

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Chairs and tables outside welcome community in.

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Regular events, such as concerts, happy hours, open mic nights, etc. keep shoppers coming back and getting to know each other.

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With store operations, products, brands, price, nutrition… there’s total transparency, earning the community’s trust.

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It is all locally-sourced and sustainable, showing it supports local businesses and farmers.

It lives out the same story online, where it has gained (very quickly) a huge social media following of local shopping enthusiasts. (Go on, check out its page at www.facebook.com/ ingredients.io)

IN.GREDIENTS | NOVEMBER 2012


IN.GREDIENTS

The entrance looks more like a familiar house than a store. Rocking chairs invite shoppers to stay and relax. Fans on the ceiling keep them cool.

Even kids are valued here.

Inside, all 400+ products are locally-sourced, and either natural or organic. Most are sold without packaging, allowing shoppers to take only what they need.

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IN.GREDIENTS | NOVEMBER 2012


IN.GREDIENTS It sells typical supermarket categories, usually only 1 brand for each (e.g. Mill King local milk, Earth Balance soy milk, Silk almond milk).

There’s seasonal produce, sweets, dairy, meat, nuts, grains, etc.

There’s bread.. whatever varieties its bakery partner, Easy Tiger, makes that day.

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IN.GREDIENTS | NOVEMBER 2012


IN.GREDIENTS

…and oils, honey, maple syrup, agave nectar.

…and beer

There are lotions, cleaners and detergents, next to a sink for convenience.

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IN.GREDIENTS | NOVEMBER 2012


IN.GREDIENTS Everything is transparent: price (by pound and ounce), nutritional info, ingredients.

Most products are displayed with a QR code that shoppers can scan with their smartphones to access information.

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On its website, shoppers can learn all about where their food comes from.

IN.GREDIENTS | NOVEMBER 2012


IN.GREDIENTS Rather than hide its struggles, it transparently advertises them on the “challenge board” and keeps shoppers up-to-date with the status.

Messaging lets shoppers know….“Daily Deliveries, All Local, All Seasonal, Sustainable”

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IN.GREDIENTS | NOVEMBER 2012


IN.GREDIENTS There’s lots of community engagement to bring everyone together.

Costume party, live music, regular open mic nights…

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IN.GREDIENTS | NOVEMBER 2012


IN.GREDIENTS Despite it only being open for a few months, ingredients already has almost 9,000 Facebook “likes”. To put that into context, each Walmart location has its own Facebook page; most have under 2,000 likes.

WHAT WORKS: »! It’s genuine and friendly. Shoppers become emotionally-tied and in love with the store and what it stands for. »! Everything about it is transparent. Shoppers know they can trust the store, trust its products… creating lots of value. »! It’s very successful at engaging the community.. by supporting local farms, partnering with local businesses, engaging shoppers with events that are fun and add value. »! It has the right mix of everyday products and “healthy” products, showing how both can live in the same (small) space. Nobody feels alienated here. »! It has a point of view and it tells its story well – online and off.

WHAT DOESN’T WORK: It posts new products, events, promotions, recipes, photos, etc.

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»! Certain parts of the store could look a little more attractive (e.g. the sink).

IN.GREDIENTS | NOVEMBER 2012


3 0 7 S E V E N T H AV E N U E S U I T E 1 7 0 7 NEW YORK NY 10001 P 212.924.7780

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F 212.924.7608

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I N F O @ W S L S T R AT E G I C R E TA I L . C O M

CONTACT ELIZABETH NEAGLE @ ENEAGLE@WSLSTRATEGICRETAIL.COM FOR QUESTIONS, MORE PHOTOS, OR INFORMATION ABOUT THIS RESEARCH

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