Optimising packaging for a leading supermarket

The Need

A leading UK supermarket wanted to review the labelling on one of its own brand wine ranges to understand on shelf standout, differentiation within the range and to benchmark performance of key SKUs against competitors.

Our Approach

Working closely with the client, Opinium created a bespoke two-stage research programme:

Phase 1: A short online quantitative survey to provide a robust assessment of key SKUs within a competitive context

Phase 2: A online qualitative Pop-up Community to understand the drivers of each SKUs performance, identify potential areas to improve and refine the current own brand label format and examine shelf standout by sending consumers on dedicated instore missions.

The Outcome

Opinium provided clear, actionable recommendations at SKU-level in terms of imagery, colour and text to optimise stand out on shelf. These were combined with detailed analysis on how the potential impact differentiation would have on purchase intent and behaviour.

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