Concept Idea

One of the problems I have identified is the actual storage of the picnic pack in the Marks and Spencer store. Being the ultimate picnic pack it will need to include everything from food and drink to plates, cutlery and possibly some kind of picnic blanket. Many food and drink items will obviously need to be kept refrigerated, however this is completely unnecessary for other items which might be included in the pack.


Therefore my idea is a 'build your own' picnic in which customers would be able to go around the store and pick items specifically catered to them, whether is the type of food and drink or the amount they need based on the people attending the picnic.


The way I thought this could work could be some kind separate area in the store where the build your own picnic is situated in which all the items could be together
or
You could go round the store and picnic items would stand out separate with the use of branding to the packaging...labels/signage etc.


I will create some kind of instructions to the picnic to make it easy for the customers to do. Eg instruction card - 'step 1 pick your picnic size' and then information as to where they could find the picnic items in the store. 


So the picnic can cater to different audiences, I will make the picnic boxes in different sizes. So a small picnic box could be for two people, medium for four, large for six. 


To make the pricing easy I could make the price of the picnic pack per person and then they have a list of food and drink items in which they have to chose from rather than price items separately as this would also be difficult when scanning at the tills. 



I could even make this concept some kind of service where the customers pick the size of the picnic, select food and drink etc then marks and spencer staff build the picnic in which the customer can then collect it.



An idea which was mentioned in my groups presentation on monday was that M&S have just opened a new store in Paris (see here) and so I could use this as a theme to base my picnic on. I really liked this idea as one of my initial theme ideas was to give the picnic pack a French theme, so this would be a perfect reason...to celebrate the opening of the Paris store, a parisian themed picnic. This would then give the opportunity to propose a whole range of themed picnic packs such as an Italian, Spanish etc. 


Also the french theme can relate to the history of the picnic .