Toronto visit Loblaw stores

Loblaws

GUIDING SHOPPERS TO HEALTHIER CHOICES

This month we visited Toronto for the kick off meeting of a new shopper research project. Our client took us on a very inspiring retail trip. We were introduced to the largest food retailer in Canada, Loblaw, which operates over 1400 stores.

We were amazed by the innovative assortment and execution of its private label brand, Presidents’ Choice. This private label brand consists of no less than 8 (!) distinctive tiers.

The Loblaws’ flagship store, for instance, focuses its in-store communication and merchandizing on the Presidents’ Choice® Blue Menu® products: the healthier choice within their assortment. Throughout the store, shoppers are informed, enticed and convinced to make healthier choices. There is even a dietician in-store and shoppers can get a free health check.

Loblaws Flagshipstore

In-store dining

Great food

Blue menu, the healthier choice

Clear signposts

Brand blocking in all categories

Free health checks

Convenience and health

Claiming occasions on pack

Smart and relevant POP communication

New flavours and propositions

No Frills

SERVING SHOPPERS LOOKING FOR THE BEST DEAL

At the opposite end of the food retailing spectrum, there is No Frills®, which is also part of Loblaws and attracts shoppers looking for the best possible deals and don’t want to pay any extra for service. In this store, there is no way shoppers can ignore the no name® private label brand.

When looking for an example of a brand with exceptional stand-out power aimed at disrupting shopper behaviour this looks very much to us like the ultimate in best practice.

No Frills: Won’t be beat

Lower food prices …

Good deals only

Ease of selection

Thank you for your interest. If you would like to hear the full story about our experience in Toronto, feel free to contact us. Just send us an email and we’ll get back to you.

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