BBG fresh market is a new to the market specialty supermarket format from Bubugao headquartered in Hunan province in central china.

As part of a format expansion initiative, rkd retail/iQ was engaged to develop the BBG fresh market concept as a new growth vehicle in the supermarket segment but also as act in selected locations as small format trade up hyper market.

It is not possible to talk about the supermarket segment without understanding the hyper market segment as well.  Currently certain provinces are experiences a saturation of the hyper markets in numbers of locations as well as offer.

rkd retail/iQ assisted BBG with their hypermarket G2 concept which was a significant step in their hyper market evolution.  As customers become more experienced their expectations naturally change as well.

All fresh market design initiatives were to be an extension of the merchandise presentation to communicate freshness, activity and value.  The standard category adjacencies were reconfigured to emphasize more complete worlds.  This simplification of category definition strengthened all aspects of the retail plan, design and graphic communication.



Clear circulation is key, with easy orientation and exposure to all offers with self-determination of shopping pattern based on customer preference most often 2 separate entrances.  The customer profile position of fresh market is higher than that of the hypermart B- / C level, the new customer is envision to be are more informed, more aspirational, focused on experience and value more than price.

rkd retail/iQ developed all creative expressions of the BBG fresh market in terms strategy, concept, planning + design, name generation, graphic communication and construction documentation and are currently implementing the program in selected locations in central China.