Discount grocery competitors had trained consumers what to expect at a discount grocery
store: cluttered stores, warehouse-style ambiance and direct ‘low price’ messaging.
In contrast, FreshCo was designed to offer a ‘better’ discount experience: cleaner and better-stocked stores, a more enjoyable shopping experience that brought ‘fresh’ to life and competitively low prices. The problem: the ‘better’ experience meant shoppers didn’t perceive FreshCo as a discount grocery store.
Above all else, our discount shopper must be absolutely confident they are getting the lowest
prices or they’ll go somewhere else.
We revamped the brand and store experience to communicate a simple brand promise of low
prices and that was clearly and compellingly reinforced throughout the shopping journey.
Elements of the new experience included:
Same store sales sky-rocketed. The massive success of the initial pilot led to an immediate and accelerated rollout of the new store package: