- Research Intent: Our client had made two previous attempts to brand wine stores in a grocery environment, with neither format breaking through as a destination for wine shopping, whilst purchasing everyday groceries.
- The challenge was to rebrand host stores and create a compelling brand proposition, increasing the profile of the shop and creating a wine experience conveniently accessible within grocery stores.
- Integrated Design: The research design was based on transforming the store into an active lab, implementing a series of sequential studies including: In-store Observation, CAPI Telephone Interviews, Self-Ethnographies and Quantitative In-store Intercepts.
- Bench Strength discovered several opportunities for growth that existed within product selection, store presence and visibility, user profiles and awareness and advertising. The current store banner brand did not resonate or support the selection of wines.
- Actionable Insights: It was recommended that the re-brand leverage the nickname for current store, ‘Wine Shop’. The chain of over 50 stores adopted the new brand name and practices, resulting in double digit sales increases. Clients were able to leverage the research to negotiate exterior signage and more merchandising in host stores.
