coop
THE SPACE STATION OF SHOPS
Capabilities:
Coop, one of the largest grocery retailers in Scandinavia, was about to open its flagship store in Stockholm. They wanted shoppers to have an experience to write home about. Most supermarkets were patting themselves on the back for their scan-and-go handsets. But Coop wanted to take things further. They wanted a totally mobile shopping experience.
This is the story of how we, together with Coop, tore up the supermarket shopping experience rulebook and reinvented the food shop.
For the last 120 years, the supermarket as we know it has largely looked the same. Even self-scanning didn't fundamentally change the process. Coop wanted to push the envelope.
Instead of investing loads in handsets and self-checkout points, we went end-to-end smartphone.
Before we could shake up the food shop as we know it, we had to understand how people shopped and what decisions they were making as they wandered around the store's aisles. So we all went eyeballs deep into the data.
The result? A personalised Scan & Pay experience. Forgotten your clubcard, again? Membership points are automatically added to your account. Hate queueing? You can check-out on your phone anywhere in store with a nonchalant tap of the thumb. Always losing your receipts? Smart receipts are automatically generated and stored in-app, showing loads of relevant data and enhancing the experience of a plain receipt.
If that wasn’t enough, this year the experience was pushed even further. Soon, the Scan & Pay app will be able to tell you your weekly shop’s climate footprint, how much water was used to make that pesto, how much of your trolley is locally sourced, what % is greens and loads of more handy stuff.
If NASA had a supermarket app, this would be it. But could they turn it all around in less than 4 months?
- Project completed in under 4 months.
- The beta tests were so successful, the service is being rolled out across all Coop stores (enabling Coop to launch and test Coop Mini - 24h unmanned stores).
- “BBH constantly surprises me on how they turn complexity into experience simplicity.” - Carita Weiss, Director of Payments, Coop Sweden