"Shopping is an emotional thing", explains Joos Sutter, CEO of Coop. "The world of shopping and customer needs has changed dramatically in recent years and we are taking this into account by focusing on customers". The highly positive feedback from over 400 surveyed test customers shops that this has been successful.
Atmosphere and shopping experience
In the new Coop you can see and smell the freshness. From the entrance you see colourful fresh fruit and vegetables beautifully presented in wooden boxes, freshly baked bread in front of a brick wall and inviting, warm lighting. The wood-framed refrigerators in the newly designed self-service area are better illuminated. Beer and wine areas with wooden decor invite you to have a taste and, in the cosmetics section, carefully arranged beauty islands take you by surprise. Customers are also able to experience more diversity - in addition to the wide variety of regional products, the different districts are now labeled on the products in the dialect of the respective region.
Attention to detail
The new shop layout also includes many small innovations which are not immediately obvious but make the shopping experience more pleasant. The refrigerators are smaller, so the top shelf is easier to reach. The checkout area is bright and open, and provides a better overview of the store. Checkout 1 has a widened pass and a lower cash register, which will be especially appreciated by customers with strollers or wheelchairs. Self-checkout stations are provided for shorter waiting times. A bench made of FSC-certified Swiss oak allows customers to take a short break. Aspects which have previously proven to be loved are kept, such as the coffee machine or the popular advertising wall, or optimized, such as the recycling stations.
Sustainability and progress
The new shop design also scores in terms of sustainability and technological innovation. In the self-service area for meat and charcuterie, the refrigerators are now equippe with glass doors. This not only looks modern but also saves energy. The lighting in the shop is 100 percent LED and the materials used for construction align with the most modern ecological standards.
State-of-the-art technology and service
Only upon close inspection are the latest generation of electronic price labels noticable. They offer customers more transparency and enable Coop employees to manage signs much easier. The blue pickup station is right after checkout and allows customers to easily collect their online orders from various coop-online shops. All new Coop sales outlets will be equipped with such pickup stations in the future. With 856 supermarkets in Switzerland, Coop has the greatest potential there.
More than 40 redesigned coop shops next year
The goal for 2017 has been defined: next year more than 40 stores will be converted according to the new design. In late autumn 2017, the opening of the first megastore with this new design is planned with the Seewenmarkt in Seewen in the Schwyz canton.