“Lippincott expertly partnered with Wakefern from inception to execution through each customer touch point. The more subtle art of trusted advisor and thought leader is one that they deliver on in an authentic and real way.”Vice President of Brand Strategy, Wakefern
How do you transform a treasured regional grocer to meet the challenges of digital competitors and the myriad of meal opportunities available to today’s shoppers? To find the answers, ShopRite engaged Lippincott to reimagine the shopper experience and position the brand for greater relevance and growth.
The ingoing goal was to help ShopRite reinvigorate their offering around freshness, value and convenience to expand appeal to savvy, digital-forward early adopters, including Millennials and Gen Z. To achieve an end-to-end transformation, we engaged the full spectrum of Lippincott services, spanning Jobs to be Done, brand positioning, experience innovation, naming, visual identity, product assortment, retail design and marketing strategy.
Starting with a rigorous Jobs to Be Done research sprint, we were able to better understand consumers’ nuanced relationship with food and their anxieties when it came to the grocery experience. We conducted ethnographies and followed consumers across their day-to-day journeys, exploring their grocery shopping, meal prep and even asking them to reflect on their achievements as a parent or family member.
Out of this close examination came a powerful idea that resonated across audiences: Making Together Time. This concept was built on an opportunity ShopRite could seize: helping consumers make fresh, balanced meals, while avoiding unwanted compromises, so that they can spend more time with the ones they love. Making Together Time underpinned all aspects of the new in-store experience, from story to expression.
After conducting store visits, along with testing and workshopping with stakeholders, we landed on one concept, the Fresh Pilot— a store-within-a-store meal solutions destination that allows shoppers to grab everything they need to prepare fresh, balanced meals in minutes.
We further quantified potential ROI and the increase in share the new experience would drive for the ShopRite brand if scaled across the entire estate. We also managed the logistics of launching the new pilots including store selection, décor, merchandising strategy, layouts and opportunities to enhance the experience with digital engagement— such as integration with a new Fresh to Table app for convenient ordering and pick-up, digital screens that educate customers and QR codes to drive seamless interaction and loyalty along the journey.
To bring the experience to life, we developed the name Fresh to Table, along with a new logo, visual identity and in-store activation plan.
Arriving in 2020年10月, Fresh to Table is poised to set the bar for a new and exciting approach to grocery and a revitalization of the great ShopRite brand.