VMSD - August 2017 - 38

SECTOR SPOTLIGHT: SUPERMARKETS AND SPECIALTY FOODS

K E V I N F O S T E R O ' D O N N E L L , L O S AN G E L E S

PK MARKET

36

The percentage
of shoppers who
choose their primary
store based on
the VARIETY AND
QUALITY of fresh
foods offered.
Source: Food Marketing Institute,
"U.S. Grocery Shopper Trends,"
2017

38

AUGUST 2017

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VMSD.COM

along with others, offers a mobile order and pay program
(a buy online, pick up in store model), as well as the ability
to hire a personal shopper to do the browsing for you.
WHEN EAST MEETS WEST
Part of the retail conglomerate Shinsegae Group, and
operated by E-Mart, PK Market (Seoul, South Korea)
wanted to open an immersive experience that took its
cues from Western culture, specifically the U.S.
Kevin Foster O'Donnell, principal, creative director,
Thread Collaborative (Los Angeles), worked closely
on the project and explains that this design style was
unusual for the region. "They have hypermarkets similar to the U.S., like Walmart or Target ... they also have
bulk or club retailers, and food halls that are typically in
department stores," he says, but reportedly nothing like

the average Kroger or Whole Foods Market stores.
The design team faced many unusual challenges,
including customers' reactions to unwrapped produce
and meat (in South Korea, those items are almost
always plastic-wrapped). Real wood is hard to source in
South Korea, so instead, teak was used in the interior to
capture an authentic Western aesthetic.
Each section has its own unique sights, like the eyecatching fish prop in the seafood area, or the authentic
1950s Chevy pick-up truck parked in the produce section
that communicates an "American Heartland" theme.
To help build the brand's social media presence, a big
goal of the project was making sure there were obvious
"Instagrammable" moments throughout the store. For
example, the neon-illuminated words "LIVE TO EAT," in
place of the location's name, at the entry, create a memorable moment for shoppers.
GOING TO MARKET
Experiential concepts for groceries and supermarkets
will remain imperative in driving consumer traffic to
combat the potential loss of in-store sales to online
delivery. An advantage for physical grocers are their
fresh food options, and according to a 2017 FMI study,
36 percent of shoppers surveyed reported selecting their
primary store based on the breadth and quality of fresh
foods offered. So despite competitive challenges on the
horizon - like Lidl (Neckarsulm, Germany) entering the
U.S. market, behemoth mergers, or an increase in online
market share - people need to eat, and grocery stores
will keep fighting for relevance by leveraging design, and
more importantly, in-store experiences. x


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Table of Contents for the Digital Edition of VMSD - August 2017

VMSD- August 2017
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Next Store
Best Dressed
The Sounds of Music
Come Together
The Feeling of Fresh
The Spirit of New Orleans
Showroom
Showroom
Ad Index
Checking Out
VMSD - August 2017 - Intro
VMSD - August 2017 - VMSD- August 2017
VMSD - August 2017 - Cover2
VMSD - August 2017 - 1
VMSD - August 2017 - Contents
VMSD - August 2017 - 3
VMSD - August 2017 - From the Editor
VMSD - August 2017 - 5
VMSD - August 2017 - VMSD Editorial Advisory Board
VMSD - August 2017 - 7
VMSD - August 2017 - The Goods
VMSD - August 2017 - T1
VMSD - August 2017 - T2
VMSD - August 2017 - T3
VMSD - August 2017 - T4
VMSD - August 2017 - T5
VMSD - August 2017 - T6
VMSD - August 2017 - T7
VMSD - August 2017 - T8
VMSD - August 2017 - 9
VMSD - August 2017 - 10
VMSD - August 2017 - 11
VMSD - August 2017 - 12
VMSD - August 2017 - 13
VMSD - August 2017 - Next Store
VMSD - August 2017 - 15
VMSD - August 2017 - Best Dressed
VMSD - August 2017 - 17
VMSD - August 2017 - 18
VMSD - August 2017 - 19
VMSD - August 2017 - 20
VMSD - August 2017 - 21
VMSD - August 2017 - 22
VMSD - August 2017 - 23
VMSD - August 2017 - 24
VMSD - August 2017 - The Sounds of Music
VMSD - August 2017 - 26
VMSD - August 2017 - 27
VMSD - August 2017 - Come Together
VMSD - August 2017 - 29
VMSD - August 2017 - 30
VMSD - August 2017 - 31
VMSD - August 2017 - 32
VMSD - August 2017 - 33
VMSD - August 2017 - The Feeling of Fresh
VMSD - August 2017 - 35
VMSD - August 2017 - 36
VMSD - August 2017 - 37
VMSD - August 2017 - 38
VMSD - August 2017 - 39
VMSD - August 2017 - The Spirit of New Orleans
VMSD - August 2017 - 41
VMSD - August 2017 - 42
VMSD - August 2017 - 43
VMSD - August 2017 - 44
VMSD - August 2017 - 45
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VMSD - August 2017 - 73
VMSD - August 2017 - Showroom
VMSD - August 2017 - 75
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VMSD - August 2017 - 77
VMSD - August 2017 - Showroom
VMSD - August 2017 - 79
VMSD - August 2017 - 80
VMSD - August 2017 - 81
VMSD - August 2017 - Ad Index
VMSD - August 2017 - 83
VMSD - August 2017 - Checking Out
VMSD - August 2017 - Cover3
VMSD - August 2017 - Cover4
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