Volg, a comparatively small retailer, but a clever market leader in respect of village stores, started the development and realization of a new convenience concept. This is to being able to offer their clients new services and products, and like that to comply with the trend of an increasing mobile society.
As a base, there was the idea to bring a new convenience dimension into the well-known village stores. A product which offers the client easy and fast everything; from a fresh snack, to a good coffee to a varied meal and which brings as well chances and increment value from the retail trade’s perspective.
ZUTT • PARTNER – EmoConsulting developed all the elements from a profiling concept, to an emotionally matching name, to a pool of assortment, as well as tailor-made communication elements for every touch point right up to the design world, for which Volg to go developed corners of collaboration with experts of the retail business of Volg. The resulting effect was that the USP was aptly and constantly communicated, from the entrance to the consumption of the product, and thus the new service anchored properly with the client.
Due to the collaboration of several years with Volg it was possible to build on a deeper knowledge of various emotional areas respectively the village stores. Like that, a service could have been designed, which on one hand matches emotionally exactly with Volg as a brand, and on the other hand also puts skillfully new emotional emphasis and positions itself uniquely.
For this purpose, one drew on to former Volg surveys with the EmoCompass®-System: an EmoKnowledgeBase where knowledge was accumulated over the years and still keeps augmenting. This knowledge was developed for the project and applied for the base of the concept. Hereby it was ensured that the concept – a quite new concept for vvillage stores – still matched emotionally with the core of Volg and conveyed the Volg emotions.
For instance a new picto world was created, so that it could have been integrated seamless into the Volg world, but that conveys the target emotions for freshness and coffee anyways – here an independent impact was put on purpose. On the textual level it was important to create a emotionally congruent image between the visual and the textual world. Else, one focused precisely on Volg bags, that were developed especially therefore, which had to match as well and communicate a feeling of hand- and homemade. This effect is called sensorial linking or synesthesia as well, where one sensory perception of one sense may cause the perception of another sense. Like that, Volg bags feel like childhood and made with love, and the consumer smells instantly the aroma of fresh bread with a tasty topping, without that this smells sensorially or objectively really is in existence.
Communication that is emotionally for all senses coherent and so for our brain uniform, results in a memory and recognition performance of ALL senses and like that, the entire brain of the consumer may be used; in science as well known as multisensual enhancement. The outcome is a deeper emotional anchorage, a better recognizability and a more efficient communication.
This way, it was not only launched a new rational use in the first Volg shops, but entered an emotional new level in the field of convenience foods, which is perfectly integrated into the emotional Volg world, conceptually and with the design.
So far, you could use the new concept in the following test shops:
Bergdietikon, Boniswil, Eschlikon, Güttingen, Pieterlen und Therwil.