Making meat products easier to find, identify and chooseAdjusting the space, packaging and arrangements of products in order to support quicker and easier identification and choice among the different qualities, types, cuts and preparations of meat products in the fresh food department. OKay hired Achilles Design for a project that aimed at stimulating the overall performance of their fresh-cut, pre-packaged meat products section of their fresh food department. With other influential trends are also affecting volume, such as new lifestyles and growing climate awareness, the overall goal was to retain a fair market share. Our role was to research, develop and validate solutions for the hypothesis that the current way the products were presented, lacked intuitiveness and was detrimental to the attractiveness of the products. For us, that meant that we had to analyze the design of the space, the packaging, and the customer journey.
Analyzing how we make choices in meat productsWith the constraint of limiting scope to the space of using only fresh food department adjustments, we first analyzed the in-store customer journey that leads to the purchase of pre-packaged meat. We therefore had to find out how a consumer is becoming aware of the product range, and then finding out which search attributes and quality cues are used to come closer to a product selection.
Validating scenariosFrom the hypotheses, we generated a range of solutions, ranging from more transformational to incremental. This was done in co-creation with the relevant stakeholders such as the retailers’ buyers, packaging designers, marketeers, infrastructure designers and store managers. Individual items, such as the labels on the packaging or the angle to present a packaging to provide visibility, were combined into total concepts. These were translated into multiple interactive Virtual Reality prototypes of the entire space and components, which we used to immerse and research consumers opinion and behavior.