A fresher, faster and more fashionable way to shop at Coop Fresh
Once upon a time, high fashion editorials shot in grocery stores were nothing more than fantasies conjured up by editors, designers, photographers and creative directors. He bridged the gap between the runway and the food aisle, turning mundane everyday tasks like buying a carton of milk into a fashionable moment. In 2014, even the legendary Karl Lagerfeld considered the aisle the perfect stage for his spring / summer collection. He transformed the Grand Palais into a Chanel shopping center and filled the space with Chanel groceries – and of course with model-slash-shoppers dressed in his latest designs.
Perhaps inspired by these visual renderings of the greats of fashion, a number of style lovers (including Rihanna, Angelina Jolie, and Chrissy Teigen) have also started wearing OOTD-worthy ensembles when shopping for food. This quickly ushered in a new movement often referred to as “Grocery Fashion”. The year 2020, however, has seen many of us migrate our entire lives online, including food shopping. For months, many waited, holding their breaths for the chance to go out again and shop at their best.
Meanwhile, the conversation and interest shifted to e-commerce sites that touted their fresh produce, efficient delivery service, and the best prices on the market. There have been a few who have kept their promises. Most have struggled to maintain the quality of service and product offerings. On more than one occasion I have received shipments containing less than half of the items ordered and paid for. And from a consumer perspective, these types of experiences further reaffirm why physically buying your food supply is always better than adding to the cart online.
Preview FRESH COOPThe phygital store (a hybrid of e-commerce and physical stores) in Shangri-La in Bonifacio Global City, was an opportunity to dress again in grocery store fashion. On that day, he also gave some guests a glimpse into the future of food shopping. In this area, the tactical and physical experience of in-store shopping merges seamlessly with the conveniences of e-commerce technology. The brand’s promise was pretty straightforward and really relevant, especially to city dwellers who have had a fair share of horror stories about shopping online. The COOP FRESH team explains: “We aim to provide customers with a frictionless, technology-based, intuitive and efficient shopping experience. ”
The sprawling retail space done in industrial gray with pops of boutique white was a refreshing change from the cluttered layouts of your typical grocery store. It is configured with a long tea bar reminiscent of chic dining spaces dedicated to fusion cuisine. The merchandise – fresh produce, a wide selection of greens, plant-based pantry essentials, and healthy finger foods – was the centerpiece first and foremost. The team behind this innovative retail concept writes, “Our convenience store in Shangri-La will follow a plant theme. We will be showcasing not only our renowned fresh produce, but also COOP brand products including Pullman breads, homemade ice cream and botanical cocktails. These exclusive products will be marketed in-store and online through “drop-style” deployments.
The people invited to sneak into COOP before it opened embodied the market demographics informing brand management. “Our physical store was tailor-made for digital natives. These are urban millennials who are tech-savvy. Most also have a preference for conscious or conscious consumption, which the company responds to by using technology. “COOP has developed its own forecasting technology, an AI machine learning demand algorithm, which accurately forecasts consumer demands and manages the supply chain. This allowed them to ensure quick deliveries from farm to door while simultaneously reducing food waste.
Last minute shopping just before Christmas Eve tested the COOP promise. Fresh juices, several bottles of cold brew, the required supply of sparkling water, and a bottle of El Matsu Red were added to the basket as stock for a weekend home vacation getaway in the mountains. Other items on the grocery list – wild seafood, crunchy greens and spices – for a family Christmas treat were checked after a seamless online experience. In other grocery stores, these items were returned “out of stock”. Another great feature was the Curated Gifts window on the website that made buying gifts more enjoyable and easier. While most of the deliveries expected this week were hopelessly stuck in the holiday rush, brown paper bags with the words “Fresh for All Mankind” were on my doorstep just in time for the summer holidays.