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SUPERMAN IN THE AISLE
05 FEBRUARY 2015
POPAI RETAIL MARKETING CONFERENCE
WHAT ’SUPER’ USED TO MEAN
MODEL & CONSUMER CHANGE
CAPTURING THE ZEITGIEST
EXPERIENCE SIGNATURES
THE LANGUAGE OFNEW SUPER
Local & community
Aspirational
Availability
Food culture
Format expansion
Own label
SUPER SUPER
50’s 90’s
Local & community
Aspirational
Availability
Food culture
Format expansion
Own label
Category killers
Convenience products
Online delivery
SUPER SUPER SUPER
50’s 90’s 00’s>
EXPERIENCESIGNATURES..
TO
BORN OUT OF BRAND’S DNA
EXCEPTIONAL
UNIQUE
SINGULAR
FALL IN LOVE WITH
..EXPERIENCES
EXPERIENCESIGNATURE?..THE WAY YOU TALKA TAKE ON CONVENIENCEMOMENT ON A JOURNEYJOURNEY ITSELFOR SOMETHING ELSE?
WHAT’S YOUR STORE LEVEL