Change Marketing

Change Marketing

Creating seasonal range identities for omni channel focus points to drive sales at key calendar events

Creating seasonal range identities for omni channel focus points to drive sales at key calendar events

Waitrose & Partners (part of the John Lewis Partnership), established in the UK in 1908, is a global grocery chain (Waitrose products are sold in every continent except Antartica) priding itself on its customer service and its committment to quality food. To grow the category, our Change Agent leveraged the key seasonal calendars with limited edition innovations through design. The success of innovation through seasonal ranges allowed Waitrose to became known as a destination for key seasonal events and innovation throughout the year thereby driving footfall. Product ranges grew leading to bays growing by 4Xs as sales increased year by year. It also Change the image of the brand to be more relevant to the consumers.

Challenge

 

 

  • To become a destination shop for key seasonal events as customer research strongly indicated that consumers actively increase their spend at these times of year.
  • To create impact and newness for these short bursts of promotional activity centred around key calendar events leading to overall growth.
  • To be relevant and current. Anticipating and monitoring lifestyle trends to make sure the concept reflected the market and was attractive to consumers looking for impulse special occasion purchases.

 

 

  • Identifying through insight led to creation of exploratory mood boards that extensively researched the trends. By customising the right trend for the client and customer profile a solid foundation for the whole design concept was created.
  • Created a bespoke set of characters and patterns combined with typography and a unique colour palette to create a flexible yet contained kit of parts, through art direction.
  • Implementation and project management across categories with multiple stakeholders both internal and external to create unique food and non food ranges with strong omni channel presence.

Solution

The Difference Made

 

 

  • Waitrose became known as a destination for key seasonal events and innovation throughout the year thereby driving footfall.
  • Product ranges grew in size as sales increased year by year. Halloween in particular grew from 2 shelf bays to 8 bays over 4 years.
  • Strong shelf and in store presence due to controlled yet flexible toolkit application across all channels.
  • The Halloween toolkit was so successful it remained unchanged for 6 years whilst achieving year on year category growth.
More case studies

© Copyright. Sue Low.