The client challenge

15 health product SKU’s which had originally been selling primarily in Coles for 18 months were accepted into the Woolworths range across all stores nationally. From this, there was a need to secure long-term shelf space and understand consumers of these products better as they were launching into a new major retailer.

Project objectives

  • To de-risk the chance of product launch failure and to gather feedback from customers on the brand in a new retailer
  • Understand demographic preferences to build a marketing investment strategy with Woolworths
  • To partner with Woolworths category, marketing and insights team in a new approach to brand marketing and development

Channel

  • Factory stickering on 11,000 products which was then distributed to Woolworths online customers
  • Collected 846 consumer responses then analysed to support business objectives

Time frame

WEEK 1

Prepare Research

WEEK 2

Factory Stickering & Distribution

WEEK 3

Survey Response Capture

WEEK 4

Analysing Results

WEEK 5 

Prepare Report & Insights

Glow solution

A unique sample product was developed with “Glow” feedback messaging along with an offer for a chance to win a year’s supply of the product. This was used to drive respondent engagement to help data capture. The client was able to use the Glow platform to review feedback in real-time using click and play technology.

Outcome

  • Working cross functionally with Woolworths to jointly understand customer motivation to buy health foods
  • The brand proved to have a very high NPS score opening discussions for further ranging
  • Provided insight into the next wave of new product development
  • Confirmation of demographic skew helped determine marketing mix and investment
  • Gave the brand owner credibility and category understanding against established brands in the market
  • Information was used to execute brand rationalisation

 

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