CONVENIENCE RETHINKING SHOPPING · new lines of high-end, convenience food offered at stores...
Transcript of CONVENIENCE RETHINKING SHOPPING · new lines of high-end, convenience food offered at stores...
GLOBAL FOOD OUTLOOKFORECAST PERSPECTIVES
REMAKING FOODEXPERIENCES
CONVENIENCE RETHINKING SHOPPING
EATING IN THIS FUTURE• IntheUnitedStates,Europe,and
partsofAsia,newexpectationsaroundconvenienceemergeinurbanareaswheretechnologycompanies—includingestablishedplayerssuchasAmazonaswellasemergingbusinessessuchasTaskRabbit—offersame-dayfooddeliveryatlowerandlowercost.Overtime,theseservicesbecomeincreasinglyefficientandavailableoutsideahandfulofdensecities.
• Whiletheseservicesinitiallytakelongerandcostmorethangoingtoasupermarket,theyhelpurbanconsumersdramaticallyreducetimespenttravelingtoshop.Theseservicesfirstgainpopularityasatime-savingstrategy,appealingtothosewithoutcarsandalsotoyoungparents.
• Consumersbeginbyusingtheseshoppingservicestoautomatepurchasesofstaplepackagedfoodssuchascereal,snacks,andcoffee.Ascomfortwiththeseautomatedsystemsincreases,consumersexpandorderstomeatandproduce.
• Augmented-realitytoolssuchasGoogleGlassenabletraditionalretailersaswellasfoodmanufacturerstoprovideconsumerswiththeexperienceofastore,withfeatureslikeeasytobrowseshelves,withouttheneedforaphysicalstore.
• Automatedshoppingfeaturesaresubsequentlybuiltintocarsandadoptedbyrestaurantsandcafessothatconsumerscanplacefastfoodandcoffeeorderswhileintransitandpickuptheirordersindrive-throughlines.
• Railcommutersareabletobrowserecipeswhileonthetrainandhavealloftheingredientsdeliveredandreadytopreparewhentheygethome.Otherssetupfoodshoppingtobeautomatic,akintosettingupelectronicbillpayment.
• Astraditionalpathstopurchasearetransformedovertime,somefoodretailersrefocustheireffortsonprovidingservicesandexperiences—suchascookingclasses,fooddemonstrations,andnutritionadvice.Manysuper-marketscloseorshifttowardprovidingdeliveryservices.
JUST-IN-TIME DELIVERY TRANSFORMS CONSUMER UNDERSTANDINGS OF CONVENIENCE
Overthenextdecade,theconvergenceoftwoforceswillreshapeconsumers’expectationsabout
convenientfood.First,asfoodshoppingshiftsfromanactivityperformedinarestaurantorsuper-
markettosomethingconsumersengageinwhiledriving,sittingathome,orwaitingforthetrain,
distinctionsbetweenfreshandfastfoodwillblur.Second,automatedsystemsfordeliverywill
turnpackagedfoodsintoautomatedpurchases.Astheseforcesconverge,theywilltransformany
momentintoanopportunitytoshopandmakeobsoletemanyofthereasonstogoshoppingina
brick-and-mortarstore.
Convenience
GLOBAL SIGNALS
BRAZILCreating gourmet
convenience foods
BecauseofthepervasivefearofcrimeinmajorBraziliancities,high-enddeliveryandconveniencefoodshavebecomeincreasinglypopular
inrecentyears.Thesedeliveryservicesarebeingaugmentedby
newlinesofhigh-end,conveniencefoodofferedatstoresincludingAmüseinSaoPaulo.Openedin
December2012,Amüsepurveysawidevarietyofgourmetvacuum-
packed,canned,andbottledfoods,allproducedwithoutpreservatives.Thestorebillsitsboutiqueready-
madefoodasaboontothosewhowanttoprepareaspecialmealfor
friends—orsimplytoeatwell—withouthavingtoleavehometo
shopforfreshingredients.
Source:RevistaTPM
Sou
rce:AmuseFo
odStore
Sou
rce:Yahoo
New
sSingapore
Sou
rce:W
oolworthsAustralia
Convenience
AUSTRALIACoordinating grocery delivery to commute locations
Marketedunderthename“Click,FlyandCollect,”WoolworthsgrocerieshaslaunchedaservicetoallowairplanepassengerstopickuptheirgroceriesattheMelbourneAirportbeforeheadinghome.Recognizingthatmorethan80,000passengerstravelthroughtheairportonadailybasis,Woolworthshopestheservicewillappealtopassengersonthebasisoftimesavingsandconvenience.Itsignalsabroadershift—onewhereinsteadofheadingtothesupermarket,groceriesmeetshoppersatconvenient,centralizedlocations.
Source:WoolworthsAustralia
INSIGHTS
New expectations around convenience transform when and where people shop
Asthephysicalstore—bothasaplaceforindividualstogoandasacentral-izeddistributionpoint—becomeslessandlessimportanttofoodshopping,thetime,location,andotherpatternsthathaveshapedpaths-to-purchasewillberemade.Theseforceswillsimultaneouslyreducetheneedtovisitstoresforstaplepurchasesandcreatenewkindsofjust-in-timeandimpulsepurchases.
Convenience becomes a baseline expectation
Overthecourseofthedecade,designingconveniencewillmovefrombeinganadvantage—asitistoday—tobecominganecessarystrategyforremainingcompetitive.Justasmostpeopleexpecttobeabletoorderjustaboutanyproductseamlesslythroughawebsitetoday,theywillsoonexpectthesameconveniencefororderingthroughphones,carsandotherpiecesoftechnology—itwillbecomethestandard.
Desires shift toward novel experiences
StoressuchasAmüseinBrazilsignaltheneedtothinkofconveniencenotasanendinitself,butasoneofseveralvaluesembeddedinfoodproducts.Thiscouldbereflectedinthedevelopmentofluxuryconveniencefoods,orindefiningnewexperientialcomponentstoretailstoresthatbringnoveltytoshopping,butcon-sumerswilllookforfoodsandofferingsthattakethehassleoutofshoppingwhileenhancingtheexperienceofshoppingandeating.
CHINAShopping through augmented-reality showrooms
Yihaodianhasbeengrabbingheadlinesworldwideforinnovativeaugmented-realityshowroomsandgrowingrapidlysinceits2007launch.Whatstartedasanonlinesuper-marketofferingmostlyfast-movingconsumerproducts,nowsellsamuchwidersetofproductsthroughawidevarietyofmobileandaugmented-realityservices.Recently,Yihao-dianannouncedplanstodevelop1,000virtualsupermarketsinvacantlots—usingtheview-finderofasmartphonetoenableshopperstosimulatetheexperienceofasupermarketwhilemakingtheirwayaroundthecity.
Source:CNN
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ARTIFACT FROM THE FUTURE
AUTONOMOUS VEHICLE SHOPPING SYSTEMS
WHAT: You’vebeeninstop-and-gotrafficforalmostanhournow.Younormallyusethistimeinthepassengerseatofyourself-drivingcartofinishupworkemails,butallthosearetendedto,soyoudecidedosomegroceryshoppingandsurpriseyourkidswiththeirfavoriteAmazonianfruitstonight.Yourdaughterlovescupuaçu,andyou’reexcitedbythenew“delaydelivery”feature,whichanalyzescurrenttrafficandmakessurethatyourpurchaseisroutedtoarrivehomeatthesametimeyoudo,soyoucanbetheonetohandittoherdirectly.
SO WHAT: Inadecade,newtechnologiesofcoordinationwillmakeitpossibletoorderalmostanythingfromanywhereandhaveitarriveatadesignatedplaceandtime.Newplatformsandsmartlogisticssystemsarepoisedtodisruptthelargelyuntappedmarketforfreshfooddelivery.AsthecoldchainexpandsinplacessuchasBrazilorChina,rapidlyurbanizingareasmightleapfrogthelessefficientsupermarketmodelinfavorofstreamlinedfooddeliverysystems.