What puts people off ordering groceries online? Insight told us it was concerns over freshness. This prompted us to look at ways Tesco could highlight the freshness and quality of produce through their communications – from putting a ‘Freshly clicked’ message on delivery vans to showing just-picked raspberries on the website landing page.
How can we make food shopping easier for consumers on the move? We mapped out how people move around stores and discovered small tweaks, such as takeaway coffee bars and colour-coded sandwich areas, made the customer journey easier - and their baskets fuller. The result? 115% increase in breakfast revenue and 40% increase in snack purchases.
Why do people add deli items to their basket? We discovered it reminds them of holidays and helps stretch summertime. These insights led to the creation of 70 new lines, with the holiday season rhetoric integrated into new packaging and all communications. The changes led to a massive summer sales spike.