Despite a new look, most shoppers still thought FreshCo’s prices were 10% higher than the competition. Closing this price perception gap was job #1.
Discount shoppers only really care about one thing: Low prices.
Given the fact that in discount retail you’re only as good as your latest deal, embrace real-time price updates. Over the course of the campaign, digital assets were created on a near daily basis to ensure we were always holding up the best prices.
Sales growth outpaced the category growth by 72%.
Closed the price perception gap between FreshCo and the competition from 10% to less than 5%.
Return on marketing spend increased by 21%.