The Retail Edit: let’s talk organic supermarkets!

It’s been amazing following the growth & evolution of this retail sector in Brussels.

First, growth-wise, though I know and very much appreciate the value of these stores, I admit I’m still surprised to see the place they have taken in the market. To illustrate: down the main shopping street closest to my home, there are now 3 such stores on a 2km stretch. The exact same amount as regular supermarkets. It’s very clear customers have adopted them either as their main food shopping destination or one they gladly combine with the traditional options.

Second, I find their evolution in terms of strategizing even more interesting. It all began with one-off shops, but as the demand grew, entrepreneurs saw the incredible potential and there is now a myriad of organic food chains. What’s interesting is that these did not supplement the one-offs. Actually, it appears each store addresses a specific customer segment with differentiated needs: as if they had all agreed to keep competition to a minimum.

To illustrate this differentiation allowing cohabitation, let me dive deeper into the 3 stores I mentioned above:

FÄRM 

This is one of Brussels’ most famous organic supermarket chains.
Its unique positioning? Specialty & local.

It clearly was strategized at the beginning of the “organic food craze” when this segment was still considered a specialty. The initial target audience was thus those who could afford the price tag then associated with organic. The entire brand was in turn built around a rather high positioning; one not dissimilar to other quality specialty foods.

Though organic foods have now become somewhat mainstream and as a result also more affordable, Färm’s positioning still holds. Its audience remains those “in the know” seeking rather specific products alongside quality in range, service and store experience.

From an interior design and retail concept perspective, this store probably looks the most “designed”. Everything breathes that sense of quality associated with the brand: from the materials, to the very clean and finished aesthetic of the furniture.

The produce has its own cold room, and the « food to go » counter exudes quality and specialty. Communication-wise, Färm has come up with its own « sustainability » rating system which is applied to all the products sold in the store.

VRAK

This one-of-a-kind neighbourhood shop’s unique positioning is service & community.

As a retail designer, I love how this store’s design says it all: this one is for the loyal local crowd. No outdoor sign, no branding inside, no directional signage and very limited product info…

Yet observing visitors you only see happy faces. They are all clearly loyal return customers who feel at home here. Why? Because everything revolves around the very approachable and familiar service. The focus on human interaction has clearly generated a deepened connection between store and customers, in turn building a strong community.

To this day, two years after the arrival of its closest competitor, Barn (see next), it continues to operate unaffected. THIS is a testament to what great service and building a sense of community can achieve. It somewhat pains me to admit that my store designs will never be able to match this. They can, however, very much support it thankfully.

THE BARN BIO MARKET 

Although it has been operating for some years now, this is one of the “newest” chains that has emerged. And it has been growing exponentially, in Brussels and beyond! Its unique positioning is anchored in authenticity and convenience.

The Barn was developed in what could be considered as the “second wave” of the organic food craze, once this segment had already become more mainstream. It thus benefitted from a more mature audience, one which was already accustomed to organic foods and looking at accessing these more economically. This is the call the brand aimed to answer, positioning itself as the “affordable” organic supermarket. Not as expensive but also more familiar, genuine and friendly.

This positioning has been incredibly well translated in the various brand’s endeavours: from its social media communication to its store design. Indeed, though this store may initially appear to be “under-designed”, as an expert retail designer I can tell you it’s all very intentional and well executed. If you pay close enough attention, you may realise how much thought has gone into every single detail. The result: a coherent store experience transporting customers to an outdoor market where they serve themselves.

Most impressive to me:
1. The in-depth consideration of customer needs: bike parking, packing containers…
2. The communication combining educational content (seasonal fruits/ veg), product info (allergens) & background on brand values + store operations (donations of unsold items, suppliers)

As a true retail design geek I admit they have my personal vote of preference. What about you:which do you prefer and why?

Thank you for reading. I sincerely hope you enjoyed this edition of the Brussels Retail Edit. Keep an eye out next month for more Brussels retail reflections. And until then don’t hesitate to connect on LinkedIn to share feedback or visit my website to find out about my various services.