Helping a Troubled Retail Channel Find Shopper-Centric Solutions

The Problem
The leading grocery industry association wanted to help food retailers compete with the many new retail channels that sell food. While supermarkets had added new services (pharmacies, ATMs, dry cleaning, etc.) shopper usage was low. Overall store satisfaction and market share were stalled or declining.

The Approach
WSL Strategic Retail proposed an approach to "Put the 'Super' Back into Supermarketing." A strategic platform and specific programs provided "super" marketing experience for shoppers, that drove sales and profits.

We analyzed secondary research to build hypotheses, and then conducted primary research with consumers to understand competitive barriers. We facilitated an innovative BrainStorming collaboration with retailers and shoppers to hear shopper issues first hand. With that input, we developed strategies based on how shoppers define "super."

The Result
A 12-month test market in supermarkets across the country resulted in significant increases in sales and profits. Results were presented to the industry at large. After which, strategies were rolled out across various retail chains.