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v>ngo
prototype
prototype
Responding to market opportunities in the yet unsaturated and potentially lucrative convenience store business in China, China Resources Vanguard elected to leverage their existing synergies with their current formats and channels and compete for market share in this segment.
CRV currently operates a significant number of outlets across 4 formats and 3 channels; Vanguard (a hybrid supercenter/department store format), CRC Superstore (a neighborhood smaller hypermarket), CRC Shop (a neighborhood supermarket) and Ole’ (an upscale supermarket).
Building on the merchandising, operating and logistic expertise already established within CRV, the channel, format, brand of the C-store was a logical extension.
In the C-store segment assortments are esssentially identical across all competitors and therefore to build on key differentiating factors was essential.
The cool factor was determined as an important edge to help focus on the younger customer with a higher disposable income and their need for convenience. Store planning suggested to locate key lifestyle categories such as magazines and quick meals up front in a “down load” zone that was highlighted with a framed ceiling and special lighting.
V>nGo name was a play on Vanguard and the clear directive Go stressing speed, convenience and independence. Color positioning was carefully considered to create a distinct and recognizable positioning within the chaotic streetscape that is modern urbanization in China.
Beyond the most recognizable brand expressions, several small details were again carefully considered, such as tapering shelf depths and minimal shelf edge ticketing to promotes very clear visibility to each shelf of merchandise especially in the necessary tight aisles of the C-store tenant spaces.
rkd retail/iQ was responsible for the strategic brief, all creative expressions, name generation, brand and environmental graphic programs and retail planning + design and construction documentation. V>nGo is currently being implemented in multiple locations in Shenzhen and Hong Kong.
CRV currently operates a significant number of outlets across 4 formats and 3 channels; Vanguard (a hybrid supercenter/department store format), CRC Superstore (a neighborhood smaller hypermarket), CRC Shop (a neighborhood supermarket) and Ole’ (an upscale supermarket).
Building on the merchandising, operating and logistic expertise already established within CRV, the channel, format, brand of the C-store was a logical extension.
In the C-store segment assortments are esssentially identical across all competitors and therefore to build on key differentiating factors was essential.
The cool factor was determined as an important edge to help focus on the younger customer with a higher disposable income and their need for convenience. Store planning suggested to locate key lifestyle categories such as magazines and quick meals up front in a “down load” zone that was highlighted with a framed ceiling and special lighting.
V>nGo name was a play on Vanguard and the clear directive Go stressing speed, convenience and independence. Color positioning was carefully considered to create a distinct and recognizable positioning within the chaotic streetscape that is modern urbanization in China.
Beyond the most recognizable brand expressions, several small details were again carefully considered, such as tapering shelf depths and minimal shelf edge ticketing to promotes very clear visibility to each shelf of merchandise especially in the necessary tight aisles of the C-store tenant spaces.
rkd retail/iQ was responsible for the strategic brief, all creative expressions, name generation, brand and environmental graphic programs and retail planning + design and construction documentation. V>nGo is currently being implemented in multiple locations in Shenzhen and Hong Kong.
