Hagkaup: Happy shopping




Brand Strategy · Customer Experience · Research · Retail Design · Retail Strategy · Service Definition

MWorldwide Morrisons Hagkaup Work 5

The Challenge

Format Reinvention; Experience and Environment.

Selling food and non-food, Hagkaup is one of Iceland’s oldest retail brands, with a special place in the hearts of shoppers. Changing shopper behaviours has driven the need to revisit the retail proposition, and experience both online and in the physical space.

The Idea

Activating the ‘Happy Shopping’ brand promise. It’s a positive, compelling philosophy especially for female shoppers that encourages greater dwell time and frequent repeat visits across all channels.

In the Flagship store four distinct worlds co-exist; Food for Now, Food for Later, Grocery and Non-food, as well as third party brands such as Mac and Urban Decay. The store space is rationalised by 50% but sales remain equal to the original larger store footprint.

MWorldwide Morrisons Hagkaup Work 1

MWorldwide Morrisons Hagkaup Work 2