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Virtual Tour Sample
Virtual Tour Sample
Supermarkets, Pick 'n Pay V & A Waterfront, Cape Town, South Africa
(South Africa)
Introduction
Pick 'n Pay's flagship supermarket at Cape Town's V&A Waterfront, opened in late 2004, is a pilot
store and testing ground for a number of new instore projects, soon to be introduced into other
stores. The store benefits from large footfall as its location is a popular shopping centre for
residents, a magnet for tourists, and a stop-off point for city workers leaving work to enjoy a
sunset on the trendy Clifton or Camps Bay beaches. As a consequence, the store must cater for a
wide variety of customers.
The diverse ranges of customers have one thing in common, in that they are mainly above
average income shoppers seeking quality and convenience. Pick 'n Pay has targeted these
customers and their preferences with a large fresh food and deli area right at the front of the
store. South African consumers have shown an increased appetite and curiosity for all kinds of
different foods, an effect linked to the popularity of the BBC Food programme and the rise in fame
of celebrity chefs. More emphasis will be placed on deli counters and the extension of its Foodhall
private label range, which sports new fresh food items such as ready cut salads, ready meals and
pasta sauces.
5 Pick 'n Pay's flagship supermarket is located inisde the Victoria Wharf shopping mall at Cape
Town's V & A Waterfront area.
5 The entrance to the store inside the shopping centre, bearing the Pick 'n Pay logo.
5 Fruit & veg are also found pre-packed, cut and washed for convenience.
5 Pre-packaged salads & fresh herbs are also found in the market-style fruit & veg section,
branded under the Foodhall private label banner.
5 Under the Foodhall banner, P 'n P has also developed pre-cut vegetables and 'soup packs'.
5 Right at the start, a small coffee shop offers a variety of coffees, teas and cakes. There are
chairs and tables, or the takeaway option.
5 Ready foods are a strong feature in this store. Next to this pizza counter is a selection of roasts
and other ready foods.
5 More ready foods for takeaway are found at this counter next to the pizza counter, where 'home
replacement meals' are offered. South African retailers have experienced some of the fastest
growth in this sector.
5 There are several counters in the fresh food area, offering a wide range of deli foods.
5 Foreign and domestic meats are offered here at this deli counter.
5 Fish counters at Cape Town supermarkets are usually rather basic given the fact that many
shoppers go directly to the harbour for the freshest fish.
5 An extended choice of domestic and international breads, freshly baked every hour, is a new
feature of the store.
5 The large deli area, with the meat counter in front and the fish and bakery counters behind.
5 This picture should give an impression of the range of choice available at the deli counters, here
at the meat deli one.
5 Another new feature. P 'n P feeds the curiosity of South African consumers by promoting
imported parmesan cheese.
5 International products are one main feature of the deli counters. New ideas and products are
everywhere.
5 The cheese counter offers an extensive range of cheeses and foods that go well with it.
5 Behind this counter is the sections where staff prepare the pre-packaged meat offers.
5 Cream cheeses and other dairy products are on display in this well-stocked cabinet.
5 A salad bar offer a healthy choice for lunchtime shoppers looking for a snack.
5 Cape Town's residents are used to a mix of international cuisines, so P 'n P provides choice in
this store. The curry bar becomes particularly popular at lunch time and in the evenings.
5 In the ready meals department, sauces and fresh pasta are widely available.
5 P 'n P has put plenty of effort into the development of its fresh food and ready meal offer under
the Foodhall private label brand.
5 The frozen foods section is small in this store which has an emphasis on fresh foods ...
5 ... but most essential product lines are available frozen as well, especially fish products.
5 Pick 'n Pay has a sophisticated private label range, shown here in the form of spices.
5 Sauces for meats are popular in a country where BBQ's (called Braai in South Africa) are a
favourite past-time activity.
5 The bakery section offers many different products, most of them baked in-store.
5 The '...this blue is for u' signs throughout the aisles are meant to attract attention to certain
products. The P 'n P's economy No Name private label stands out from the branded cans with
its simple blue and white front.
5 The ambient section, like the rest of the store, offers wide aisles for the more busy shopping
hours.
5 In the cafe section, there are fresh beans on offer, from the world's major coffee growing
countries. There can be ground in-store at customers request.
5 In the instant coffee section, the Pick 'n Pay brand makes for a cheaper alternative to branded
products.
5 A long aisle of soft drinks end in the wine section at the back.
5 Located at this gondola-end are fresh juices and smoothies under the P 'n P label.
5 A special feature in the wine section: in this wine cooler, customers can chill their wines. A
bottle of champagne would take eight minutes to be ready at the right temperature.
5 Given Cape Town's proximity to the Stellenbosch wine region - one of the largest in South Africa
- South African wines are a strong feature in this section.
5 Sun care products are quite important in a city with as much opportunities for lying on beautiful
beaches as Cape Town.
5 At the far back of the store is a small section that offers electrical household items such as
irons, toasters and light bulbs for example.
5 New or upmarket products are placed on gondolas at the end of the aisles.
5 Despite the dominant presence of the Foodhall private label, P 'n P's Choice and No Name
brands offer alternatives in various categories.
5 A Pick 'n Pay truck outside the shopping centre, delivering supplies.