With the overall decline in grocery ‘full shops’, Waitrose wanted to get a holistic view to understand customer needs and pain points when it comes to the shopping journey, with a view to increase brand consideration and relevance in the category.
An online qualitative community let us deep dive into customers shopping experiences and fed into the quant phase.
A robust quantitative survey amongst both Waitrose shoppers and wider market consumers to understand.
- How and where consumers do their ‘full shop’
- What consumers key needs and priorities are
- What challenges consumers face when completing a ‘full shop’
- How Waitrose can increase consideration and relevance
Accompanied shops were undertaken with current Waitrose customers during their usual ‘full shop’ to get real world examples and understand the shopper journey. The shops were used to identify the key challenges and pain points and understand how Waitrose could eliminate these and improve their overall shopping experience.
The Outcome: A clear view on current shopper perceptions which formed short term and long-term recommendations to improve the full shop experience. Plus, ideas on how we can encourage consumers to see Waitrose as a full shop destination.