SuperValu Killester

Defining the experience of the new urban format

Store design / research and insights / brand development / customer journey mapping / communications / project delivery

Experience that excites

SuperValu Killester wanted to re-imagine their store to position it as a market-leader in fresh food. Delivering an experience that engaged and excited their shopper, with fresh food at the heart of the store.

We worked closely with Musgrave, the retailer Eddie Kane and his team, to deliver a design that was reflective of the SuperValu brand values whilst evolving the experience to reflect what was important to local shoppers and the community. Close collaboration on the project from early ideation and concepts to design development, allowed us to realise ambitious objectives that were grounded in practicality.

Focus on fresh

The result was an evolution of SuperValu’s store, underpinned by a focus on fresh food as the hero. The customer experience and the presentation of fresh food are at the centre of everything, ensuring that each touchpoint within the shopper journey delivers a positive, engaging experience. Each department is visually separated, and each area is highlighted with clear communication to seamlessly direct shoppers.

SuperValu’s brand story is woven throughout the space with materials that are inspired by the Irish landscape, local produce that is presented front and centre, and a continued emphasis on the brand values of local, fresh, community, and sustainability reinforced throughout the store.

This project came at a challenging time for grocery stores. It had to be reactive and respond to the accelerated change in the marketplace that was taking place. Delivering this store as a collective vision, has defined a benchmark of success for TapCreative.

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“The team at TapCreative were brilliant to work with. They helped us bring our vision of Supervalu as the market-leading fresh food retailer to life. They really added value in terms of their ability to bring the store to life in a very real and practical way”
Eddie Kane
Owner, SuperValu Killester
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