The challenge

  • 15 health SKU’s selling in Coles for 18 months were accepted into the Woolworths range across all stores nationally
  • To de-risk the chance of 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

Time frame

WEEK 1

Prepare Research

WEEK 2

Factory Stickering & Distribution

WEEK 3

Survey Responses Flooding in

WEEK 4

Analysing Results

WEEK 5 

Prepare Report and Insights

The solution

  • A unique sample product was developed with “Glow” feedback messaging to encourage responses from Woolworths customers
  • 11,000 units of the product were produced and distributed to Woolworths online customers with the support of the Woolworths cross functional teams
  • Chance to win a year’s supplier of the product
  • Secondary product stickering used as a medium

How this changed the game

  • 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 build brand rationalisation

Quality

  • 486 responses
  • Age Demographic and retailer share confirmed buyer demographics

Speed

  • Results back within a week
  • Report and insights within 3 weeks

Cost

This approach saved over $7.60 per response compared with online panel options

Retail credibility to drive new thinking

 

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