#5: Store concept 2/2

Knowledge transfer and communication are essential components of the overall concept. How is information about products and sustainability passed on to customers?

Interstore / JDV:
The basic communication concept for sustainability is the WWF concept, which is fully implemented in collaboration with the Edeka team. Throughout the store, we will play with ‘tags’ that are linked to the shop's interior. As part of the customer journey, consumers will be able to read what the sustainability goal was for a particular aspect of the shop design.

Mr Dorfmann, the product range experience is one of the key topics of your new store.  Which promotions will be used to make new product ranges tangible? How important do you think the regionality of the products is to your customers?

Christian Dorfmann
Managing Director of the EDEKA Future Market in Nauen:
The topic of sustainability should not only be reflected in and outside the building. We want our customers to recognize the sustainable focus in the product range as well. In addition to our varied fruit and vegetable department, there will also be a kind of ‘farm shop’. Here, regional suppliers will be able to showcase the full range of their products to our customers. The farm shop concept is a bundling of regional products with which we bring regionality closer to our customers. The shop is based on a pop-up concept in which, depending on the season and occasion, products that are currently in demand are offered. Cookery evenings with regional products are planned for the gallery above on the first floor. This can generally be used for events, but you can also simply sit up there and enjoy the fantastic view of the entire market area.

Telling stories and conveying information in an understandable and impressive way in order to get customers excited about products on the sales floor is a fundamental part of a store concept. The concept developed by Interstore and JDV pursues the goal of conveying the core messages of the market with a reduced yet memorable and targeted story telling.

In your opinion, how important is storytelling in a store in general and in your new store in particular?

Christian Dorfmann
Managing Director of the EDEKA Future Market in Nauen:
It has now become essential for us to engage in storytelling. The large number of product groups and the topic of sustainability need to be explained to customers in a memorable, understandable and entertaining way. What is a waterloop, where do my vegetables come from? Targeted storytelling enables us to give regional suppliers a face and explain the purpose of our overall concept. Storytelling is closely interwoven with our vision of creating the ‘market of possibilities’. Interstore and JDV have also done a great job in this respect.