Grocery Retail
Defining what the big shop means for Canadian families
How might we help a grocery retailer better understand the nuances and complexities of what the “big shop” means to Canadian families?
The Challenge
This National grocery retailer wanted to understand what made Canadian families choose specific grocery stores for their big shopping trips “big shops”
As more Canadian families look to both online and offline retailers as a one-stop shop experience, there is a need to understand what types of behaviours drive this. This National grocery retailer wanted to take these learnings and translate them into a brand strategy to develop a new way forward that would resonate with Canadian families, and help this grocery retailer attract customers into their stores.
The Approach
Because families were at the heart of this proposal, we recruited only couples to our workshops so we could get a better understanding of the dynamics, roles and responsibilities during big shopping trips.
We first hosted generative workshops in four cities across the Greater Toronto Area (GTA) to better understand the shopping habits of Canadian families, and what their experiences were when making big shopping trips. This workshop included activities that mapped out current-state shopping trip journeys as well as encouraged participants to ideate towards a better future. With our new findings from the GTA, we were asked to validate our results across the country through evaluative workshops, which brought us to Calgary, Vancouver and Montreal.
The Result
This research helped define their overall strategy and position their brand to be more aligned with attracting families looking to make big shopping trips in-store and online.
The result was a set of behavioural archetypes that helped define the roles of individuals within the shopping experience, a defined brand strategy that aligned with how they would win over Canadian families, and a set of provocative ideas that would get them started.
