Esselunga
A subscription and personalised-list app for the supermarket's most loyal shoppers.
Esselunga has led Italian retail innovation since 1957: the first supermarkets, the first barcode readers, the first loyalty programme and early online shopping. The course brief: upgrade its product service system.
We mapped the current system across products, services and communication, then looked outside the industry at market, technology and social trends.
Loyal shoppers buy the same things every week, and the store makes them start from scratch every time.
- Saverio, a 29-year-old analyst, buys the same groceries and ends up ordering expensive meals when he is short on time.
- Adriana, a teacher and mother of two, needs healthy, budget-friendly meals and has little time to plan them.
- The three most promising directions: a better e-store experience, personalised suggestions based on buying patterns, and a subscription model.
A better, faster and more tailored way to buy, built for Fidaty card holders who already shop with Esselunga.
- Self-profiling and a shopping list you can photograph, say or type, turned into a personalised product list.
- Subscriptions for recurring essentials, so customers never run out and Esselunga can predict demand.
- Complementary products and recipe suggestions based on what is in the cart.
- Personalised offers and notifications that build loyalty.
A strategic proposal for the Product Service System Design course. The mockups are for strategic representation; the interface would be refined by a UX team.