Finding the whitespace in lifestyle food retail for a mass affluent market
The Challenge
A leading grocery retailer was exploring how to grow with the mass affluent consumer who was least sensitive to price and promotion. Foundational understanding of who this shopper is and their food and home lifestyle was a critical starting point for the work.
The Approach
WG designed a multi-lens examination of the forces shaping premium retail experiences and the mass affluent consumer lifestyle today, identifying where untapped food and household retail opportunities exist. Collaborating with the design target consumer and luxury retail/lifestyle brand experts, we co-created over six new whitespace premium retail and service opportunities, including the anchoring business model, store footprint and market considerations, for further testing.
The Opportunity
The premium grocery concepts developed were validated through quantitative testing and sizing analysis, helping to prioritize the highest potential whitespace opportunities for further investment and innovation resourcing.
