A destination for wine and beer felt it needed to soften its image to appeal more to the female customer. Its ‘warehouse’ image had not attracted these customers, appealing more to the male discount beer market.
Working with the internal team I helped shape the brief, select the creative partner and manage the process. The results were stunning.
Opening in Port Elizabeth in Melbourne the store immediately attracted an increasing number of female customers when compared to other stores in the chain.
The value proposition was rated as highly as before and the layout was easier to navigate, which added the perception that the range had been increased.
This format is now being rolled out across the country with a new name being trialed in South Australia.