You have a dynamic new concept that could shake up the whole sector but first you have to show people that things can be different and different is better.
How do you convince them that your fresh approach will deliver everything they need PLUS a more rewarding experience?
You know that your proposition makes sense:
its win-win for everyone (including the environment) but how do you get people to make the connection and see that you’re offering the best of both worlds?
This is the tale of Landmarkt… (a revolutionary idea that combined the vitality of a Mediterranean market, the quality and sustainability of local produce and the convenience of supermarket shopping). Read on to find out how we turned their story into a crowd puller.
T H E S T O R Y
The word supermarket instantly conjures images of anonymity and volume. They’re convenient but shopping remains a chore. The more environmentally sensitive among us feel uncomfortable with the super-chilled produce that’s been shipped halfway around the world…but then the Eco-shop with its high prices, limited choice and heavy atmosphere, scares off all but the most dedicated environmentalists. How do you challenge the pre-conceptions and communicate a concept that marries everyday convenience with eco-friendliness?
Inspired by the famous covered market in Barcelona and disenchanted with his career in international food retail, farm boy Harm Jan van Dijk decided to go back to his roots: good old home-grown Dutch produce! His brainchild was a concept that would transform food shopping from a daily chore into a lively, engaging experience. But in a market dominated by major retailers enticing people out of their familiar but boring routines with a hybrid concept is a major challenge.
The Landmarkt concept re-introduces people to the joys of buying local. Its a lively, bustling, contact-rich environment. No labels required to find out where those potatoes were grown: there are growers on hand to proudly present the local goodies and tell all about them. Forget the monotony of the supermarket shelves, this is a spontaneous experience where there is always something to discover: What’s in season? What’s the pick of the crop? And the beauty of it is that you don’t have to sacrifice your soft white loo paper or your cola - its all there alongside the organic and local merchandise.
S O L U T I O N
To capture the entrepreneurial spirit and the lively, dynamic nature of a food market we created a non-designed look injected with a hint of mischief. Everything suggested down to earth, “straight to your plate” deliciousness.
This playful, unstructured feel was carried through into the store design and displays where fruit sculptures and “living” signposts draw attention to the day’s offers.
Landmarkt struck us as a concept that thrives on activity, interaction and human contact, we built on this with the website featuring recipe ideas, daily offers and experiences, all adding zest and creating that “it’s happening now” feeling. And of course for a concept that breeds fans an active presence on Facebook was a must.
R E S U L T S
Within 3 months Landmarkt had achieved their goals of prognosed turnover and attracting over 100.000 visitors.
The concept generated a lot of media coverage and free publicity. Landmarkt shirts usually worn by shelf stockers have become a collector item among Landmarkt fans.
