Category
Lifestyle
Assisted Choices
Trend cluster
Category
Activated
Supermarket
Brands host immersive product launches in supermarket settings.
5.5
Trend score
Trend
What is the Activated Supermarket trend?
Activated Supermarket: As brands work to build themselves into the daily routines of consumers, many are engaging in experiential retail product launches in traditional supermarket settings. Engaging consumers directly by offering samples that highlight best uses, such instances of in-store retail activations serve as key brand touchpoints that can help consumers select one brand over another and speak to the ability of experiential marketing to cut through traditional ad clutter. This shift reveals the need for brands to introduce the lifestyle vision of a product or service to consumers in order for them to view the benefits in relation to themselves.
Trend themes
Themes within the Activated Supermarket trend
Three behaviours holding the trend together01
Experiential Retail Product Launches
As brands work to build themselves into the daily routines of consumers, many are engaging in experiential retail product launches in traditional supermarket settings.
02
In-Store Brand Activations
Many brands are emerging with embedded activations that engage consumers in the space they find themselves regularly.
03
Immersive In-Store Bar Experiences
Craft breweries are setting up pop-up beer tastings in supermarkets across the UK, giving customers a unique way to make grocery shopping a bit more fun.
Industry implications
What the Activated Supermarket trend means for industry
Where the trend changes the playbookFor
Retail
Experiential retail product launches serve as key brand touchpoints at traditional supermarket settings.
For
Food and Beverage
Supermarkets and juice bars are using immersive and customization strategies to engage health-conscious customers and promote their products.
For
Hospitality
Craft breweries are offering immersive and unique in-store bar experiences in supermarkets, as a way to promote their brand and engage customers.
Workshop question
How could you better showcase how your products fit into the everyday life of consumers?
Trend signals
Trend signals for Activated Supermarket
Trend score 5.5 out of 10, from popularity 76%, activity 81%, freshness 8%.
Popularity76%
Activity81%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Activated Supermarket trend
5 featured examples from Mar 7 to Nov 16, 2016CategoryMarketing
Temporary Supermarket Bars
Goose Island Beer Co. Will Set Up Pop-up Beer Tastings in Tesco Stores
Supermarkets can benefit from incorporating experiential activations to attract and engage customers.
CategoryMarketing
Freshness-Focused Juice Kiosks
Freshop Juice Bar's Branding and Signage Celebrate Raw Ingredients
As consumers continue to seek out healthier options, the food and beverage industry should consider incorporating natural ingredients and customizable menu options into their offe…
CategoryMarketing
Branded Traveling Market Tours
This Innocent Brand Activation Featured a Three-City Tour
By creating unique, immersive brand experiences through mobile markets, companies in the beverage industry can increase brand loyalty and awareness.
CategoryMarketing
Mix-and-Match Cereal Tastings
Nestle Cereals Has Launched a Mix and Match Breakfast Kiosk
Food and beverage companies can implement mix-and-match samplings to increase product awareness and customer loyalty.
CategoryLuxury
In-Store Flower Trucks
Fendi's Ginza Boutique Features a Truck Kiosk That Sells Bouquets
Luxury retailers can leverage unconventional displays of products within their boutiques to enhance the overall shopping experience and cater to customers who are willing to pay p…
