Retail

From groceries to placemaking, retailers are reinventing their post COVID conversation with shoppers as retail itself becomes more immersive, expressive, dramatic and hyper-personalised.

Need to Know
19 : 11 : 21

A Spanish deli capturing Chinese shoppers, the Terra Carta Seal is a seal for sustainable companies, and an eco-focused Singles Day wins record spend.

Type and colour clash to elevate Spanish produce

Santo Cielo branding by Pràctica, China Santo Cielo branding by Pràctica, China
Santo Cielo branding by Pràctica, China Santo Cielo branding by Pràctica, China
Santo Cielo branding by Pràctica, China Santo Cielo branding by Pràctica, China

China and Spain – Santo Cielo, a Chinese delicatessen brand that imports Spanish products into China, has rebranded to celebrate Spain’s culture. Combining bold and contrasting colours with oversized text, the striking visuals are complemented by its playful use of language. For example, its name ‘¡Santo Cielo!’ is a phrase that's similar to Oh my God! in English.

The updated visual identity by studio Pràctica is designed to be suitable in both physical and digital mediums. Coming from the nature of the naming, the packaging system is made out of two parts: one reserved to the sacred use of the brand, and the other used to reinforce the Spanish character through the diverse use of typefaces and colours, explains Anna Berbiela, co-founder of Pràctica.

By presenting Spain’s identity in a way that will appeal to Chinese audiences, the brand shows how vibrant branding can elevate global cuisine.

Strategic opportunity

Food and drinks brands should take inspiration from Santo Cielo and similarly draw on colours and language to celebrate culture. Find ways to fuse elements of different regions, while remaining accessible to a variety of audiences

The Terra Carta seal honours sustainable firms

Terra Carta Seal designed by LoveFrom, UK Terra Carta Seal designed by LoveFrom, UK
Terra Carta Seal designed by LoveFrom, UK Terra Carta Seal designed by LoveFrom, UK

UK – As part of the Sustainable Markets Initiative (SMI), His Royal Highness The Prince of Wales and Sir Jony Ive have teamed up to launch the Terra Carta Seal. To reward private sector companies that are helping build a more sustainable future, the seal was developed to recognise industry-leading organisations that place the environment at the heart of their operations.

Taking its name from the Magna Carta, the Terra Carta aims to centre nature, people and the planet in the private sector. Made with hand-made paper that is 100% sustainable and traceable, the botanically inspired seal features oak leaves, fern, magnolia, swallows, honeybees, a monarch butterfly and magnolia. As it stands, 45 companies, including L’Óreal and Natura & Co, have been rewarded with the Terra Carta Seal for their commitment to limit global warming to 1.5°C by 2050.

Updating the idea of preservation and conservation for the 21st century, the Terra Carta Seal is a continuation of the Heritage Refashioned trend which positions heritage as something youthful and evolving.

Strategic opportunity

Environmental action is a global business effort. Internally, companies should consider awarding employees who show a particular commitment to sustainability

Content platform RLT+ champions local German media

Germany – German streaming service TV Now has been relaunched as a one-stop media platform RTL+, with a keen eye on local content and production.

Its new app gives users access to films, tv shows, news, sports broadcasts, music, podcasts, audiobooks and digital magazines in one space. In turn, RTL+ will use AI to cross-analyse the various media types to provide viewers with personalised, coordinated recommendations across its content.

In a market full of imported content, RTL+ will also shift towards championing local talent. In partnership with German production company Constantin, RTL+ is tripling investment in original content with the aim of launching a new project every week with plans for major cross-sector expansion. ‘The only thing [Netflix] is afraid of are the local players,' notes Constantin deputy CEO and chairman Oliver Berben, emphasising the richness of untapped potential in the German market.

The decision to focus on regional production underscores the purpose-driven Activist-tainment trend by connecting with consumers on shared values through the joys of entertainment.

RTL+, Germany RTL+, Germany

Strategic opportunity

Entertainment companies should focus on creators outside of major entertainment capitals to produce content that resonates with diverse viewers across the world

Alibaba elevates green lifestyles for Singles’ Day 2021

Temperature Textiles by Raw Color, The Netherlands Temperature Textiles by Raw Color, The Netherlands

Normally seen as a discount bonanza, Alibaba’s 11.11 Global Shopping Festival is paving new ground for sustainable shopping. With a dedicated vertical for greener lifestyle products, the festival raked in a record-breaking £62bn ($84.5bn, €74.6bn) in gross merchandise volume on 11 November this year.

With 900m Chinese consumers shopping from 290,000 brands, this year’s festival was Alibaba’s largest to date. Recognising its role, however, in perpetuating a more positive approach to consumption, Alibaba launched a dedicated sustainability vertical to spotlight energy-efficient appliances, organic foods and fuel-saving cars. Of note, Tesla sold more charging stations for its electric cars within the first minute of 11.11 than it had during the entire festival last year. Furthermore, for every green purchase that was made, customers also earned energy points that would go towards the platform’s tree-planting initiative.

As one of the festival’s most profitable years, it’s clear that Alibaba’s more thoughtful approach is resonating with consumers. By placing sustainability and inclusivity at the heart of its operations, Alibaba is catering for China’s Green Retail Market.

Strategic opportunity

Retail brands pushing discounts and seasonal sales must ensure they are reducing the impact of pushing such spending. Consider eco-delivery options, carbon offsetting and the promotion of planet-friendly products

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