Daniel Carter

combined scale - Retail scales 2010-2011 Paradigm shift design language for Avery Berkel. Previous design work for this company was traditional N+1 development that resulted in each new model constantly growing in feature sets (WIFI, hardrive capacity etc), overall physical size, cost and environmental footprint. The larger the scales got the greater the barrier to customer interaction became for deli counter staff.

retail scales - People use the deli counter for that personal touch and staff interaction at POS. Customers could buy pre-packaged foods from the isle but enjoy the advice, recommendations and personal interaction. Deli staff are often trained in that specific role to understand the variety of cheeses, meats or fish and give specific advice such as complementary flavours and cooking tips.

remote display and main display detached - Remote wifi connected displays sit on the counter top reacting to customer’s selections and offer alternatives, recipes and highlight current offers. This moves away from the traditional pole mounted displays removing another barrier to visible interaction.. These remote displays also react to the RFID chips in the food packaging they have already put into their trolleys and suggest meals plans offering a more intimate personalised experience.

styling routes - This design language marries an improved user and customer experience with modern retail technology, when wrapped in a contemporary format with reassuring traditional values it provides and enhanced Deli experience for both the customer and staff.

ethnographic study - When supermarkets are at their busiest, queues form at the Deli counter, causing frustration to the consumer. Anything which reduces the waiting time and promotes good conversation between staff and customer can only improve the customers experience and improve sales. Interaction, a reduction in the visible barrier between staff and customer, honesty in appearance, combined with a modern housing with traditional cues evoking reassuring imagery of traditional butchers.