ShopRite

Reimaging the grocery experience and rapidly prototyping a proof of concept

Prototype to Pilot

Customer insights

Brand refresh

  • How do you transform a treasured grocer to meet the challenges of digital competitors and the myriad of meal opportunities available to today’s shoppers?

  • The ingoing goal was to help ShopRite reinvigorate their offering around freshness, value, and convenience to expand their appeal to digital-forward early adopters, including Millennials and Gen Z. To achieve an end-to-end transformation, we drew on the full spectrum of capabilities, spanning Jobs to be Done research, brand positioning, experience innovation, naming, visual identity, product assortment, retail design, and marketing strategy.

  • Our insights and research secured a new brand position: making time together. We then took the brand position, and brought it to life – developing the name Fresh to Table, along with a new logo, visual identity, and in-store activation plan that was validated by through a physical and digital pilot phase that we coordinated.

The images below illustrate some of the project deliverables. Certain details have been redacted or covered to protect client confidentiality.

01 USING INSIGHTS TO LAND A STRATEGY

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, all so that they can spend more time with the ones they love.

Making Together Time underpinned every aspect of the revamped in-store experience, from story to expression.

03 BRINGING IT ALL TO LIFE



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.

02 FROM CONCEPT TO PILOT


We wanted to bring the new brand to life with a clear new offering. After extensive research, testing, and workshopping, we landed on the Fresh to Table pilot—a store-within-a-store meal solutions destination that allows shoppers to grab everything they need to prepare fresh, balanced meals in minutes.