Retail Scales
2010-2011Paradigm shift design language for Avery Berkel.
Previous design work for this company was traditional N+1 development that resulted in each new model constantly growing in feature sets (WIFI, hard drive capacity etc), overall physical size, cost and environmental footprint. The larger the scales got the greater the barrier to customer interaction became for deli counter staff. Research shows that customers use the deli-counter for that personal touch and staff interaction at POS. Customers could buy pre-package foods from the isle but enjoy the advice, recommendations and personal interaction. Deli staff are trained to understand the variety of cheeses, meats or fish and give specific advice such as complementary flavours and cooking tips.
The design embodies an approachability to encourage interaction, a reduction in the visible barrier between staff and customer honesty in appearance and a modern housing which evokes reassuring traditional visual cues from Avery's history. The main display detaches from the weighing unit allowing the staff to carry this touch screen device with them as the wall up and down the counter as they discuss produce with the customer.
Wifi connected displays sit on the counter top reacting to customer’s selections andoffer alternatives, recipes an highlight current offers. These remote displays also react to the RFID chips in the food packagin they have already put into their trolleys and suggest meals plans offering a more intimate personalised experience. This move from the traditional pole mounted displays removes another barrier to visible interaction between staff and customer.
At their busiest supermarkets queues form at the Deli, which causes frustration to the consumer anything which reduce the waiting time and promotes good conversation between staff and customer that can only raise the sales of that supermarket.
This design language marries clean and modern retail technology imagery , whilst staying true to Averys iconic visual language, when paired with the improved user and customer experience it provides an enhanced Deli experience for brand and retailer.
