REWE to go.
Poppy Convenience
The convenience market is growing rapidly, and the REWE Group has capitalized on this trend by launching REWE To Go. Unlike the typical REWE supermarket customer, a target group we are very familiar with, the REWE To Go customer is significantly younger.
Client
Rewe to go
Category
Retail
Scale
150m2
Location
Roll out
Assignment
REWE has tasked us with developing a new, modular store concept tailored to the needs of young, urban consumers. The foundation for this concept is REWE's recently re-designedvisual identity.
The convenience store industry is experiencing steady growth in an increasingly competitive market. As a major player with over 15,000 stores worldwide, REWE has decided to invest in this new store concept to support their ongoing expansion.
Result
-
Seamless design, applicable in many different locations.
-
Higher customer satisfaction.
-
Above-target turnover.
-
Design and build, thanks to optimal cooperation with client and building partner.
Modular flexibility
The 'A convenience marketplace by REWE' concept is based on a modular approach, and this approach is translated to the REWE stores. Like in a real market where stalls can be put in a different place every week, the modular approach allows for greater flexibility to make changes to the product range. As a result, it's possible to respond quickly and effectively to new customer needs and also tailor the range of products to local customer profiles.
Right balance between 'food for now' and 'food for later
The design is based on a clear set of principles with regard to layout, routing, functionality, materialisation, wayfinding and communication. The new layout allowed us to strike the right balance between the product categories 'food for now' and 'food for later', which in the old concept was mostly mixed up.
​
A timeless base
The layered look-and-feel structure works well with the nature of the concept: urban, dynamic, fresh and active. A timeless atmosphere expressed in warm shades of grey, smooth natural wood and matte tiles forms the basis. The refrigerated units and racks have a sleek, industrial look. Wayfinding elements with geometric fonts and colourful murals with playful urban references add identity and character.
​​​​
Team
Visit this place?
In the past seven years, REWE To Go has been chosen 'Store of the year' no less than four times. The store is now a familiar sight at train stations and petrol stations across Germany. The concept is currently being rolled out in new locations, with the first store to be opened in Bonn. Want to learn more about convenience and high traffic? Join us on a trip to Bonn, or to Düsseldorf or Frankfurt soon.
