As a result of the recent price war in supermarket land strong emphasis was laid on the logistical efficiency, and the attention to the store image was somewhat left behind. However, the price war also resulted in the fact that price is no longer an effective distinguishing tool. SVT Branding & Design Group has developed a concept for the fourth generation C1000 stores for Schuitema, the C1000*, based on the new positioning which, apart from price, places the stress especially on fresh.
C1000* remains a relatively cheap supermarket chain, but offers its products in an inspiring environment that helps to run a household efficiently and healthily. The brand values and commercial objectives have been translated by SVT into an innovative design. The supermarkets are large, spacious and well-organised, with notable use of the colours orange, black and green. Meal suggestions, product demonstrations and information have received a distinctive and permanent place within the store. The C1000* stores combine cheap shopping within a nice, attractively designed store.
The first C1000* was opened in Nuenen in November 2005. Meanwhile 6 stores have been opened. C1000* not only turned out to be commercially successful, the innovative design of the store was “awarded” as well by winning the Dutch Design Prize for 2006 in the category of retail design.
Call Michel van Tongeren for the presentation of this case: 020 5535050
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