Posted in: Brand Positioning & Development, Communications Development and Evaluation, Food & Beverage, Qualitative Exploratory
Stop & Shop: Beef Pricing and Messaging Exploratory
| Challenge: Due to rising inflation and supply chain shortages, Stop & Shop was forced to raise beef prices during the pandemic. As a result, the store had also chosen to run fewer beef promotions in weekly circulars.
Objectives: To explore shoppers’ awareness of rising beef prices, how this has impacted shopping behavior and determine the most effective messaging approach for explaining beef product price increases. Solution: A series of online focus groups were conducted among Stop & Shop and competitive shoppers across markets. Results: Insights provided direction for the best approach for communicating beef price increases, to retain beef purchasing dollars most effectively and retain goodwill among shoppers. |