CASE STUDY: Woolworths
Challenge: Simplifying a category
Unravelling the complexity of people
As retailers and their suppliers responded to the demand for a new wave of credible pre-prepared meal options, no less than 26 disparate categories of ‘convenience meals’ had been ranged.
For those customers cautiously trialing the new options, and coming to terms with the prejudice around ‘convenience’, navigating the shelves had become challenging.
Via a thorough, ‘live’ shopping review across multiple store layouts, to take a customer centric perspective, across a spectrum of user segments.
By raising the credibility of the total offer.
Helping to simplify the purchase decision.
And eliminating ‘convenience’ from the vocabulary.